|
2008 Maddie's Fund Marketing Competition Winners
- 1. Flabulous Felines Find Families
- 2. Marketing Hard to Place Dogs
- 3. "Free to Good Home, Super Pets, Sleepovers and More"
- 4. Blue Light Special on Featured Dogs
- 5. Great Homes for Great Pets
Red Collar Society
Animal Friends
A $20,000 winner in the 2008 Maddie's Fund Marketing Competition; submitted by Animal Friends, Pittsburgh, Pa.
About The Red Collar Society
The Red Collar Society was established in April 2007 to celebrate
the adopters of dogs over five, cats over six and rabbits over
three. Like their human counterparts, these older animals are
ready to put the past behind them and enjoy life. Many have been
with one human or family all their lives, until death, illness or
an unavoidable circumstance leads to an untimely separation.
Others have stories well never know, discovered as strays or
victims of unfortunate situations. All have endured some hard
knocks and often come out of it grateful just to be alive and
wanting to feel secure and loved. The Red Collar Society is
intended to remind the community that, just as senior humans have
a lot of life left in them, senior pets do as well. Taking its
name from the Red Hat Society, where members can be seen wearing
flamboyant red hats to their many social gatherings, we felt it
was appropriate to celebrate in similar fashion our mature
animals who have found a forever home, including providing them
with a red tag for their collar to show the world that age is a
state of mind.
Program Summary
Age, as we know, is just a state of mind. And Animal Friends is
hoping to plant a seed in the minds and hearts that will
encourage individuals to consider adopting a pet whos been around
the block a few times - and is ready to go again! Often, older
animals make the most delightful pets. They have sown their wild
oats, climbed the furniture, scratched the curtains and had their
housetraining accidents. They have lived and learned. Theyre
ready to settle down in a loving home and experience the
happiness and security they so richly deserve. And unlike
youngsters whose still-developing personalities can be a mystery,
its easier to identify their characteristics and select a pet
that will fit perfectly into the family. Theyll tell you whether
they like children and other animals, and there are fewer
unpleasant surprises.
Our Red Collar logo appears on the cages of animals eligible for membership. Many of our Red Collar animals have "sponsored adoptions" through the generosity of our supporters and a local foundation. Adopters of Animal Friends Red Collar animals also receive special benefits. A letter, proclamation and a coupon for discounts in our on-site retail shop will accompany the new pet to celebrate a new start. Adopters will also be mentioned in Animal Friends publications as the heroes they are, for providing a forever home to an animal who truly needs a second chance. In addition, our Humane Education Department provides monthly opportunities for fellow Red Collar Society members to get together and socialize.
Marketing
Animal Friends Communications Department takes creative marketing
approaches to feature these Red Collar Society and their animals.
All of our marketing efforts are done in house by a talented
group of staff who use a number of vehicles to promote the
program. The Red Collar program is featured in our bi-monthly
newsletter, The Petsburgh Press, which has a circulation of over
40,000. Each issue features older animals that are available for
adoption in addition to a feature story about a member of the Red
Collar Society with his or her new owner. The program is also
featured on the Animal Friends Web site, in our bi-annual direct
mail piece that is sent to over 5,000 homes, on local radio
stations, and in the Undercover Club Newsletter, a monthly
newspaper geared toward senior citizens. The Red Collar Society
has also received national attention through a front-page story
in the Wall Street Journal, which led to a feature on NBCs "Today
Show."
Quantifiable Measures
Since its inception in April 2007, we can say with certainty that
the Red Collar Society has found forever homes for 502 animals
from an estimated 700 total potential members.
| Class | Adopted | Total RCS | Percentage |
| Cats | 206 | 300 (est.) | 69% |
| Dogs | 279 | 375 (est.) | 74% |
| Rabbits | 17 | 25 (est.) | 68% |
| Total | 502 | 700 (est.) | 72% |
Next in
For Shelters: 2008 Maddie's Fund Marketing Competition Winners:
Marketing Hard-to-Place Animal Companions
EMAIL
SHARE
