Community Engagement = More Hands to Save More Lives Alison Faris - PDF document

2/24/2011 Community Engagement = More Hands to Save More Lives Alison Faris Erika Leckington City of Tallahassee employee & Director, Tallahassee Leon Community Proud member of the TLCASC Animal Service Center Communications Team A Successful Campaign Tallahassee ‐ Leon Community Animal Service Center 1

2/24/2011 Getting to know Tallahassee! • Population • Education • Media • Resources TLCASC at a Glance Largest shelter in the region Open admission • Municipal shelter • 27 full time employees • 12,500 square feet • Built in 1995 • Convenient Location Convenient Location • • 2

2/24/2011 TLCASC at a Glance Largest shelter in the region 10k annual intake • 52% euthanasia • 32% adopted • 16% returned to owner • Keys to Success • Winning Team • Workable Theme • Workable Theme • Strategic Marketing Plan • Community Participation • Media Involvement • Special Events • Special Events • Utilization of Resources • Innovative Ideas 3

2/24/2011 Winning Team • Our diverse team vastly expanded our reach • Recruited people who know people • Recruited talent • Animal Service Center Staff • Graphic artist • Media coordinator • Video producer Meet Often • Web designer W b d i • Social media managers • Event planner Workable Theme • Interesting • Easy to communicate • Online ( eb email social media) • Online (web, email, social media) • Print (posters, invitations,) • Video (promotional) • Word of Mouth (short, easy to pronounce, catchy) • Developed a logo specific to the campaign theme • Visual • Mascot • Provided the Pet Perspective 4

2/24/2011 Strategic Marketing Plan • Proposed outcome • Outlined key messages O tli d k • Established budget • Identified audience Continuously Update Plan • Targeted groups • Detailed actions to be taken Detailed actions to be taken • Assigned tasks • Imposed deadlines Community Participation • Implemented the “Agent” program that engaged the community engaged the community • Business Partners • Community Leaders • Media Personalities • Animal Advocates • Made it easy • Provided necessary tools 5

2/24/2011 Star Agent Program 1. Compiled a list of high profile people in the community 2. Met with them and presented a photo album of adoptable pets Star Agent Program 3. Asked them to choose a pet that they would be willing to promote willing to promote 4. Provided them with tools • Encouraging Email • Photo • Campaign Flyer • Adoptions Instructions • Adoptions Instructions Provide hard & electronic copies 6

2/24/2011 Star Agent Program 5. Frequent communication offering feedback and updates 6. Thank You/Congratulations email notification of when the pet was adopted Involved the Media • Identified media partners • TV • Radio Radio • Print • Met with media reps • Enlisted media reps to participate on both a personal and professional level • Coordinated press events with the theme • Coordinated press events with the theme • Red carpet kick ‐ off • Update to announce voting • Wrap ‐ up 7

2/24/2011 Involved the Media • Scheduled Weekly Appearances on TV and Radio Programs Special Events • Hosted Events at the Shelter • Adopt ‐ a ‐ thon • Rabies/Microchip Clinics • Celebrations • Host Events off ‐ site • Press events • Press events • Adoption events 8

2/24/2011 Special Events • Partners hosted events Allow them to plan, staff & organize event Special Events • Attended & participated in community events • Downtown Get Down • Puppies in the Pool • School Activities • Dog ‐ o ‐ ween 9

2/24/2011 Utilized Resources Mailed inserts in utility bills • Developed a promotional video that ran on local cable channel and shared • online Advertised on city buses Advertised on city buses • • Emails sent via school list ‐ serves • Flyers sent home with students • Displayed posters at vet offices, community centers and retailers • Sent creative directly to website owners to post • Drafted email tag for everyone to use • • Partnered with major employers Partnered with major employers Identify & utilized high ‐ profile campaign supporters • • Mayor • City Manager • Newspaper Editor ‐ In ‐ Chief • TV/Radio Personalities 10

2/24/2011 Innovative Ideas • Created Opportunities to Promote Campaign Theme • Communication Pieces • Press Releases Press Releases • Posters/Fliers • Emails • Video Series • http://www.youtube.com/user/WCOT • Special events Innovative Ideas • Utilize Social Media (Twitter, Facebook, Blog, You Tube) • 24/7 Source of Information • Event Promotion Event Promotion • Prompted People to Vote and Made it Easy with Direct Link • Everyone has the Opportunity to Participate • Seek Out Unique Partnerships • Bakery • Fitness Studio • Grocery Market y • Bloodmobile • Lounge • Apartment Complexes 11

2/24/2011 Challenges • Short timeframe, a lot to do • No shortage of ideas g • Ideas weren’t always popular • Matching agents to pets that had to be euthanized • Discovered that targeting groups of potential pet owners was more successful than promoting a owners was more successful than promoting a specific kind of pet Don’t get discouraged Shelter Challenges • Volunteer collaboration • 3 sizable confiscation cases • Affidavits • Shortage of animals • Free no longer incentive enough! 12

2/24/2011 Adoption Statistics Dogs Cats Aug 2009 119 104 Aug 2010 A 2010 229 (92%) 229 (92%) 194 (77%) 194 (77%) Sept 2009 129 88 Sept 2010 188 (46%) 91 (3%) Oct 2009 137 106 Oct 2010 236 (65%) 150 (42%) • Less animals transferred to other rescues in ’10 than ’09 • Dog transfers in October increased by 200% (48) • Cat euthanasia dropped 25% • Intakes were down for cats & up for dogs (29% in Aug) What Now? • Free adults • Reduction in fees after 30 days Reduction in fees after 30 days • Waiving s/n fees • Target audiences for events • Landlord checks Landlord checks 13

2/24/2011 Questions? Tallahassee ‐ Leon Community Animal Service Center Tallahassee, Florida 850 ‐ 891 ‐ 2950 Erika Leckington@talgov com Erika.Leckington@talgov.com Alison.Faris@talgov.com Visit http://challenge.aspcapro.org s ttp //c a e ge aspcap o o g • webinar recordings, slides, bonus tip ‐ sheets Coming Attractions : In It to Win It! $100K Winners Spill Their Secret Sauce – Humane Society of Boulder Valley’s story February 23 b 23 What is the 2011 ASPCA $100K Challenge? March 2, 3, 4 > 3 one ‐ hour sessions to choose from! 14