pet license campaign
DESCRIPTION
Pet License Campaign. Campaign Strategy. Message: Licensing will help return your lost pet to you. Licensing pays for adoption and protection services that can help reduce or eliminate euthanasia of adoptable animals. Promotion:. Our Approach:. License Amnesty Grocery Store Outlets - PowerPoint PPT PresentationTRANSCRIPT
Pet License Campaign
Campaign Strategy
Message:
Licensing will help return your lost pet to you.
Licensing pays for adoption and protection services that can help reduce or eliminate euthanasia of adoptable animals.
Promotion:
Our Approach:
• License Amnesty• Grocery Store Outlets• Application Destinations: Jiffy Lube, A&W, Papa
John’s
Multi-Media:
• Target Pet Owners• Network Television to Reach Masses• Cable TV to Build Frequency• Radio to Support Promotions• Web Site to Support & Communicate Message
Other Avenues:
Response to Date:
Newspaper Ad 338Spokane.net 37Spokanecounty.org 41Envelopes 207Inserts 1,357
Pet License Revenue
Year Amount
2002 $307,826.00
2003 $316,895.53
2004 $356,598.00 *
*Based on revenue received through 6/30/2004 – this is only an estimate!
7 / 2 0 / 2 0 0 4
S p o k a n e C o u n ty R e g io n a l A n im a l C a r e & P r o te c t io n S e r v ic e s
P e t L ic e n s e C a m p a i g nN e w P e t L ic e n s e ’ s I s s u e d
0
2 0 0
4 0 0
6 0 0
8 0 0
1 ,0 0 0
1 ,2 0 0
1 ,4 0 0
1 ,6 0 0
O c t .+ 2 8 %
N o v . + 2 %
D e c . + 6 %
J a n .+ 2 8 %
F e b . + 3 %
M a r.+ 3 3 %
A p r.+ 3 3 %
M a y+ 3 2 %
J u n e+ 3 8 %
2 0 0 2
2 0 0 3
2 0 0 4
7 / 2 0 / 2 0 0 4
S p o k a n e C o u n ty R e g i o n a l A n im a l C a r e & P r o te c t io n S e r v ic e s
P e t L ic e n s e C a m p a i g nP e t L ic e n s e R e n e w a ls I s s u e d
0
5 0 0
1 ,0 0 0
1 ,5 0 0
2 ,0 0 0
2 ,5 0 0
3 ,0 0 0
O c t.+ 3 0 %
N o v .+ 2 5 %
D e c .(2 8 % )
J a n .+ 1 7 %
F e b .(1 5 % )
M a r.+ 3 0 %
A p r.+ 1 8 %
M a y (6 % )
J u n e (1 % )
2 0 0 2
2 0 0 3
2 0 0 4
From Here!Remaining 2004 Campaign
Flight Dates:September 6th – 12th, 20th – 26th
October 4th – 10th, 18th – 24th
Media:
Cable(120,000 Homes) 30 sec. Commercial 1,000 spots per week
Radio(Classy & STAR FM) 30 sec. Commercial 80 spots per week 10 sec. Website mention 100 spots per week
Spokesman Review 3 col x 6” Application Ad Last Sunday of each month
Inserts
• Spokane County Property Tax Bills Jan. 210,000 pieces
• Vera Water & Power Bills June 10,000 pieces
• Spokane Co. Utilities Bills May 26,000 pieces
Oct. 26,000 pieces
• Scraps Pet License Renewals All Year 33,000 pieces