pet care professionals 2012
TRANSCRIPT
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Stop Working Harder & Work Smarter Innovative Ideas to Do More for Animals
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Treating the Symptomvs.
Solving the Problem
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History of Pet Euthanasia
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Working Smarter
Working Working HarderHarder
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Our Mission
To end pet overpopulation by increasing interest in and access
to spay and neuter programs in the final 25%.
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The Final FixGoal: Increase Interest
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What is the Tipping Point?
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The Idea…
Test marketing messages and incentives in a controlled environment that closely
matches the target audience not participating in low-cost programs.
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St. Croix in the USVI
3 5
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Why St. Croix?
Island Characteristics
US Territory? Yes!
Not TOO Big or Small? 53,000 people
Limited Channels? Yes!
Matching Demographics? Income, Education, etc.
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Why St. Croix?
Spay/Neuter Characteristics
Tremendous Overpopulation 4x US average
Low-Cost Available? 10+ years
Supportive Veterinarians? Yes!
Centrally Managed? 1 Animal Shelter
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St. Croix in the USVI
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Phase 1: Perception Analysis
Surveyed
Have “Pets”
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Cats Owners = 43% Dogs Owners = 78%
Types of Animals
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Pet Owners – Fixed vs. Not Fixed
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Reasons for NOT Fixing
*ALL includes responses of those who own dogs, cats, and both
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Low Cost Incentive
“Would you use existing low cost SN options?”
Yes: 30% No: 70%
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Free Incentive
“Would you be more likely to SN if it were free?”
Yes: 69% No: 31%
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Social Networking
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Phase 2: Animal Census
1
2 3 4 5
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Phase 3: Message Testing
Expense
Death
Public Safety
Guard Dog
Female Issues
Family Extension
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Local Advisory Board
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Message: Expense
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Message: Death
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Message: Guard Dog
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Message: Public Safety
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Message: Female Issues
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Message: Family Extension
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What would convince most people?
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Top 5 WINNERS!
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Top 5 WINNERS!
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Top 5 WINNERS!
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Program Process
FiXiT PromotesPromotes
ProgramProgram
FiXiTFiXiTBooksBooks
SurgeriesSurgeries
Clinic Clinic PerformsPerformsSurgeriesSurgeries
FiXiT Tracks Tracks ResultsResults
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Promotions
Traditional
• Posters
• TV Commercials
• Newspaper Ads
• Radio Ads
• Event Tabling
New Techniques
• Facebook Ads
• Text Messaging
• Promotion Cards
• Vehicle Signs
• Lawn Signs
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Response by Media Type
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Proportions of Cost to Calls
Figure 3. Proportions of calls to proportional cost Q1-3
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Clinic Stats: Patients
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Clinic Stats: Guardians
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Phase 4: Incentive Testing
• $25 – baseline testing
• $25 + $25 in incentives
• FREE
• FREE + Incentive
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GOAL #1: Methodology
• Perception Survey
• Census Methodology
• Local Advisory Board Creation
• Message Refining in Focus Groups
• Message & Incentive Tracking
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GOAL #2: Affect Change!
• Free clinics?
• Funding for marketing?
• Incentives?
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Our Mission
To end pet overpopulation by increasing interest in and access
to spay and neuter programs in the final 25%.
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GetYourFix.orgGoal: Enable Access
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Example Profile
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7000people registered
600Pet profiles per month
In just 1 year
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Step 1: Define Your Goals
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Step 2: Analyze the Situation
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Step 3: Think Differently
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Step 4: Get the Right People
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Step 5: Outline Your Plan
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Step 6: Track & Refine
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