Case Study: West End Animal Shelter
Business: A non-profit animal shelter in Ontario, CA, that is a “no-kill” shelter in Southern CA, operating since 1954. Many pets come to West End Shelter for various reasons, primarily because their previous owners can no longer care for them. The shelter provides the animals with check-ups, vaccinations, spay/neuter and a permanent safe shelter while they await adoption.
Challenge: The challenge is two-fold: One, the shelter does not have in place an effective self-promotional marketing, branding and PR campaign, and two, the facility is outdated and in need of extensive renovations. Although the decades-old shelter has a capacity to care for 200 cats and dogs at one time, the facility’s buildings, cages, electrical and grounds are worn out because of its age and the shelter running on a shoestring budget. The shelter is located in the middle of a redevelopment area, which if it is part of the city’s redevelopment plan may help bring funds in to rebuild the shelter, provided they get some publicity for grants and city funding.
Approach: In response to the need for immediate image development and awareness for today and preparing for marketing of the future remodel phase, PS Consulting, a new division of Perry Design & Advertising, went to work on a single imagery campaign. After reviewing existing marketing collateral, which is limited to a brochure and website, the need for a revitalized image was born. In order for effective community service, outreach and awareness to begin, a heart-felt print campaign featuring contemporary imagery and eventual custom photo shoots, and “short-tale” scenarios of the pet’s life, paired with a broad-based PR campaign to drive traffic to their website and increase foot traffic into the shelter, was needed.
Solution: “Life Happens,” a print campaign featuring stories of the animals life before and after West End Shelter. In order to engage the community, PS Consulting recommended requests of real life “short-tale” stories from previous shelter adoptees, edited down to a few key sentences. A call out of stories is underway through press releases, website links and shelter in-house efforts. Awareness of this campaign will come through various mediums such as regional magazines, newspapers, and outdoor billboards, as well as press releases and interview requests from media. A push for donated and substantially discounted space for display ads based on their non-profit status and long-term mission is underway.
Conclusion: The “Life Happens” campaign was developed into an outdoor billboard, in local magazines and newspapers. A series of press releases are scheduled and the first one submitted was picked up as a story with further interviews. West End Animal Shelter now has more presence in the community, as well as a clear message for grant applications and the city’s redevelopment.