How to Market Your Spay/Neuter...

Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal

Best Friends National Conference October 23–26, 2014 1

How to Market Your Spay/Neuter Program

Prepared by Cathy M. Rosenthal Animal Welfare Consultant

Communications support for animal welfare organizations

Find marketing

monies

Free campaigns

Grassroots

Social media

Traditional media

Know your community /

numbers

Know your audiences and how to reach

Create lists

Spay/Neuter Programs



Humor?

Humor?



In your face? Mildly

offensive?

Sexual?



Guilt?

Straight-forward?

Price-point?

Time- limits?



•  First steps to a PR plan •  How and when to use

traditional media •  How and when to use

social media •  Why grassroots still matters •  How to be a copycat •  How to find and use free stuff •  What money can buy •  Where to find money for marketing

We’ll learn how to…

What is the most watched newscast/s of the day?

•  5 a.m. •  7 a.m. •  8 a.m. •  Noon

•  Early Evening •  Late Night

4:30 a.m. newscasts have 338% more viewers than last year.

7 a.m. and Late Night



Your Lists

Copyright 2014, Cathy M. Rosenthal, Writing for a Cause

•  Television stations •  Radio stations •  Newspapers •  Pet writers, bloggers,

and columnists •  Magazines •  Online sources •  Print event guides

List #1: Traditional media



List #2: Social media

•  Do you have an agency account?

•  Do you have a YouTube channel?

•  Do you provide content for these sources?

List #3: Animal groups

Animal control, humane societies, No kill shelters, rescue groups, feral cat groups, fosters/volunteers,

pet support groups, food banks



List #4: Human services Food banks, social service groups, community centers, churches,

schools, after-school programs in targeted area, Boys/Girls clubs

List #5: Target audiences Low-income pet owners, geographic targeted areas, cat owners, pit bull

owners, feral cat caretakers, new adopters, pediatric spay/neuter



Your Audiences


How does your audience want information?

Create a media calendar



What are your numbers?

•  Adoptions, live release and euthanasia

•  Where does the highest intake come from in the community?

•  How many spay/neuter surgeries does your agency and community provide annually?

Determine if your materials

need to be bi-lingual



5 basic marketing strategies


Traditional media

Social media

Paid advertising

Grassroots

Free stuff

Traditional Media




How do people get their stories/news?

0%

10%

20%

30%

40%

50%

60%

Urban Suburban Small City Rural

DigitalTraditional



Pew/ Columbia Journalism school analyzed 14,000 stories that appeared on

Google in one day.

Essentially it was variations of the same

24 stories.

Tell them stories



Why TV?

•  Visually appealing •  Short stories •  Very dramatic stories

Why newspapers?

•  Local news •  More in-depth

storytelling •  Stories and pictures

of themselves or people they know



Why Radio?

•  Consistently performs well for spay/neuter campaigns •  Is cost-effective in most markets

•  93.2% of population listen

•  Most stable of the traditional media formats

244 million radio listeners in U.S.

Source: http://www.nielsen.com/us/en/insights/reports/2014/state-of-the-media-audio-today-q3-2014.html



V-T Can! Spay/Neuter Campaign

I am now a convert and will be doing more radio ads. The radio stations gave us

matching spots for free.

Being on the news got us a lot of calls too, as did an article a newspaper picked up from my press

release. When the ads were running,

the phone was ringing off the hook. – Pamela Krauz, Executive Director

We started the radio ads last week and within 4 days booked 218 surgeries!

We budgeted for 200, but are actively looking for local sponsors to help cover the excess.

This has been phenomenal exposure

for the clinics. We're so excited and are considering extending the offer into March if we can source

additional local funding support.

Ruth, Erie, PA

The Anna Shelter



Social Media


With social media, you are the media!!!

•  Educate pet owners

•  Promote your clinic

•  Protect your reputation

•  Enhance your PR

•  Find leads / conversions

•  Build a base of advocates, volunteers and supporters



How do you match up?

Source: 2014 Nonprofit

Benchmark Study

How to create your own CHOIR


Stage 1: Awareness

and Education

Stage 3: Conversation: Take Action

Stage 2: Interaction and Engagement



Twitter

•  Quick sharing •  ReTweets (RT) •  Use hashtags to link to

other messages –  #clinicname –  #campaignnames –  #educationalmessages

Instant news, updates, special events, current events, messages to volunteers, links to pertinent stories

@RepliesandShares

•  @Supporters –  @CathyMRosenthal

•  @media

–  @TheExpressNews –  @KENS5 –  @KENS5Jennie –  @CathyMRosenthal

•  @decisionmakers –  @MayorCastro –  @SACityCouncil

Allows you to mention people and reply, engaging them in a conversation



How many young Americans found out about news through

Facebook? - 27%, 48%, 67%.

48%

Facebook

•  What’s the difference between a post/boosted post?

•  What should you share on Facebook?

•  What are the top 2 most shared items on Facebook?

Fun place to share, engage, comment, participate in conversation



Vets, real clients, fun and facts

6 more ways to use Facebook

•  Cross-promote

•  Ask people to “Like”

•  Offer rewards for “Likes”

•  Special events for only Facebook followers

•  Share links to local animal writers/

stories



Handling negative comments on social media

•  Anticipate complaints

•  Plan how to respond

•  Let followers respond

•  Ignore ranters

•  If you messed up, take your medicine

5 Steps to Responding

•  Thank person for

comment. •  Be polite. •  Use as opportunity to

educate. •  Provide info/facts or

direct them to person on team.

•  Keep your cool.

Linked In Places to find colleagues and build relationships with

influencers, businesses and funders



Why YouTube?

More than 1 billion

unique users each month

More than 6 billion hours

watched each month

More than 100 hours of video

uploaded every minute

Reaches more in “18-34”

than any cable network

You can monetize

your videos

•  Create a YouTube Channel •  Create videos for channel •  Ideal length •  Monetize them •  Promote on social media



Grassroots


Grassroots methods

•  Flier distribution •  Block walks with

volunteers •  Donated ad space •  Radio PSAs •  Press releases •  Partnerships with

local business •  Press releases •  Social media

campaign



Free ways to promote your program •  Press releases •  Website updates •  Facebook postings •  Twitter postings •  Facebook pictures •  Free PSAs on radio •  Word of mouth •  Media interviews •  Speaking at local

clubs

Free Campaigns




Humane Alliance Woulda, Coulda, Shoulda

•  www.whentospay.org

•  Downloadable marketing materials for print and web

•  Promotional strategies

•  Q&A and talking points

•  20 ways to promote

•  Videos and Facebook images

•  Sample press releases newsletter copy, letters to editor, PSAs

Video – 1,000 reasons



Facebook stuff to share

Join the club and “like” on Facebook

http://whentospay.org/get-the-story/our-allies



Best Friends “Fix at Four”

•  www.fixatfour.com •  Downloadable posters •  Videos to share •  Sample social media •  Q&A to help you

formulate answers for media

Sign up to be a Best Friends

Network Partner to Receive:

•  Customizable posters to advertise your events

•  Educational brochures •  Spanish versions of some

materials •  DVD of public service

announcements



Best Friends -Stroll

Best Friends Stroll

Best Friends - Afraid of the dark

Best Friends – Afraid of the Dark



Create Your Own

http://www.cssmusic.com/

Be a Copycat •  Bucks for Balls •  Beat the Heat •  Primp Your Pit •  Neuter Scooter for a

Nickel •  SNIP and CHIP Special days •  World Spay Day

(Feb.) •  National Feral Cat

Day (Oct.)



How to spend and where to find

marketing monies Copyright 2014, Cathy M. Rosenthal, Writing for a Cause

How to spend under $100 •  2 printed posters •  3 Thrifty Nickel Ads •  300 color fliers •  1,000 B&W fliers •  1 to 5 Facebook boosted

posts •  Humane Alliance: Free

online downloads; plus $50 branding of 3 items

•  Fix at Four: Free kit, less than $100 for branding



How to spend $250

•  12 printed posters •  2 Thrifty Nickel Ads •  2,500 B&W fliers •  300 color fliers •  About 12 Facebook post

boosts •  1/4 page black/white ad in

rural newspaper •  10 radio spots / 10 free •  1,000 postcards

How to spend $500 •  5,000 B&W fliers •  500 color fliers •  24 printed posters •  2 - 1/4 page color

newspaper ads targeted to 5 zip codes

•  2 -1/4 page black/white ad targeting full circulation

•  20 radio ads / 20 free spots •  About 24 Facebook posts

Sample'Marke+ng'Budget''



How to spend $1,000

•  $100 – 1,000 B&W fliers •  $500 – 20 radio ads /20 free •  $45 – Thrifty Nickel (2 week run) •  $70 – 2 Facebook Boosts-promo •  $35 – Facebook Boost-recap •  $250 - 1/4 page black/white ad

targeting full circulation

Total spent: $1,000

Sample'Marke+ng'

Budget'''

Or buy $1,000 in radio – 40 ads/40 free

Track, track, track!!!

•  Surgeries •  Phone calls •  Appointments

scheduled •  How people heard

about you



Where to find marketing monies

•  Income from vaccination clinics •  Online donations •  Fundraising programs •  Grants •  Donors

•  Businesses

Find marketing

monies

Free campaigns

Grassroots

Social media

Traditional media

Know your community /

numbers

Know your audiences and how to reach

Create lists

Spay/Neuter Programs



Q & A


Cathy M. Rosenthal [email protected] www.writingforacause.com


How to Market Your Spay/Neuter...

Documents

Transcript of How to Market Your Spay/Neuter...