SPCA of Texas - Let’s Fix This / Free Fix Program
Two Year Campaign
Goal: Provide strategic marketing and public relations services to help the SPCA of Texas promote their “Let’s Fix This!” to diverse communities in 23 Southern Dallas zip codes with the goal to provide free, high-quality spay/neuter to dogs and cats in the community.
Challenge: Develop targeted marketing and PR campaigns that educates Southern Dallas pet owners, who were historically skeptical of “outsiders” offering free services in their community, while also ensuring the Hispanic-only speaking communities were reached as well.
Solution: In an effort to meet the community where they lived a strong bi-lingual print, digital and face-to-face outreach approach was key. to ensure the right communities were reached, with the right language. This included bi-lingual educational campaign and media relations, as well as event support and marketing.
Created promotional materials (fliers, banner stands, posters, direct mail postcards and print advertisements).
Developed unique public relations and community outreach initiatives to increase campaign reach.
Created press release(s) to increase media aware to help spread awareness of the free fix program.
Managed the social media channels (Facebook, Twitter, Instagram) by creating monthly calendars and boosted paid posts to promote the program, community outreach events and weekly mobile unit locations.
Built and monitored the re-targeting marketing campaigns to engage the right audience online.
Managed media buying for radio spots.
Coordinated and promoted community events (Monthly mobile clinic wellness locations, Grambling vs. PV game, 2-Day Spay/Neuter events, Community Wellness events, Promotion giveaways.
Results: By creating an multi-layered educational marketing and public relations campaigns that not only focused on the free spaying/neutering services, vaccinations and micro-chipping, but also teaching about city laws/ordinances and how not keeping your pet healthy threatens the community, we created a long lasting impact and built awareness for this initiative.
7k+ free surgeries performed
195k+ residents reached
840k+ impressions per digital campaign
