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
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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
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 2
Humor?
Humor?
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 3
In your face? Mildly
offensive?
Sexual?
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 4
Guilt?
Straight-forward?
Price-point?
Time- limits?
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 5
• 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
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 6
Your Lists
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
• Television stations • Radio stations • Newspapers • Pet writers, bloggers,
Allows you to mention people and reply, engaging them in a conversation
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 20
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
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 21
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
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 22
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
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 23
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
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 24
Grassroots
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Grassroots methods
• Flier distribution • Block walks with
volunteers • Donated ad space • Radio PSAs • Press releases • Partnerships with
local business • Press releases • Social media
campaign
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 25
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
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
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 26
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
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 27
Facebook stuff to share
Join the club and “like” on Facebook
http://whentospay.org/get-the-story/our-allies
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 28
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
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 29
Best Friends -Stroll
Best Friends Stroll
Best Friends - Afraid of the dark
Best Friends – Afraid of the Dark
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 30
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.)
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 31
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
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 32
How to spend $250
• 12 printed posters • 2 Thrifty Nickel Ads • 2,500 B&W fliers • 300 color fliers • About 12 Facebook post