Grassroots Marke+ng Becca Morris & Erin Miner Ge3ng That ‘Big Group’ Look for a Lot Less Money
Grassroots Marke+ng
Becca Morris & Erin Miner
Ge3ng That ‘Big Group’ Look for a Lot Less Money
About us Becca Morris Erin Miner
Na+onal Marke+ng Specialist Best Friends Animal Society Public Rela+ons & Special Projects Coordinator
Metro Nashville Animal Care & Control
Building from the grass up!
Grassroots Execu/on: How to deliver big results on a
shoestring budget
Where to begin?
Start with an idea!
An idea is a seed.
• What goals are you aPemp+ng to accomplish?
• What makes sense for your market?
• How do you come up with ideas?
Need inspira+on?
Start with an idea!
Best Friends provides resources that can jump-‐start your crea+vity. • Par+cipate in our adop+on promo+ons: a great place to start!
• Join our No More Homeless Pets Facebook group to share ideas
• Coming soon: our digital community
Let’s see an example.
CharloPesville-‐Albemarle SPCA
Create a plan
If the idea is the seed, then the plan is water and fer+lizer. The plan is the fuel that grows an idea into reality.
• Prior Planning Prevents Puppies from Peeing their Pads
• Timelines, schedules, lists, communica+on
• Don't get sidetracked: refer back to the plan
• What are we REALLY trying to accomplish?
Where should I start?
Create a plan
Check out all the Best Friends promo+on resources!
• Get editable press release templates, social media text
and image templates, plus editable flyers
• Start to shape your plan around these free resources
Let’s see an example!
Create a plan
Shoo Fly
Best Friends Pet Adoption Center 2005 South 1100 East, Salt Lake City, Utah 84106Monday – Saturday: 11 am (– 7 pm; Sunday: 11 am (– 4 pm
$17.76 dog & cat adoptions
JULY 1 – 4
Start with these tools, add your own info!
Execute excellently
Unless you’re growing a cactus, you have to 'tend' to your plant.
• There is no replacement for doing the work. And doing it right.
• S+ck with the plan.
• Horror stories/failures … and how you use them to your benefit.
• There will be hiccups, slip-‐ups and miscues. Keep charging.
Let’s hear from a partner.
Opera+on Silent Night
Opera+on Silent Night
[Clear the Shelter Video]
Promote and market
Quality marke+ng and promo+on is about one thing: telling a story.
• Create a narra+ve: from the narra+ve comes specific messaging
• Build a network of local media members
• Press releases
• Social media
• Adver+sing
Sun Ci+es 4 Paws Rescue, Inc.
Sun Ci+es 4 Paws Rescue, Inc.
Capture the event
• Get pics (and video), or it didn't happen!
• Celebrate success. Share. Collaborate.
• Grass grows more grass. Leverage past accomplishments to
secure future success.
Let’s hear some examples.
Videos and photography
Online and social media tools
Work smart, not hard, with these tools.
• Canva
• Tweet Deck, Hootsuite
• Saving lives through content marke+ng
Let’s watch a video!
Content marke+ng
Best Friends resources
Find your inspira+on.
• Na+onal adop+on promo+on tools
• Promo+onal toolkits for events and other needs
• Network of like-‐minded organiza+ons
Visit network.besmriends.org to get started.