Share It!

Getting Our Message Out Into The Community

One of the most important changes, which was pivotal to the success of many of our initiatives, was implementing an effective marketing program.  The addition of Desiree Cawley, a multi-talented marketing director, was a major milestone.  Desiree’s hiring in 2011 brought creativity and energy to our communication and outreach programs and helped lay the foundation for the overall success in reducing euthanasia that was to come.

Our communications efforts focused on multi-media and print campaigns that raised awareness of the City’s goal to promote spay and neuter of pets. We also communicated the plight of homeless animals in the City.

Numerous educational PSA’s were created and aired across different media venues.  The campaigns we developed were very successful in creating public awareness and eventually changing attitudes and increasing spay and neuter rates along with adoptions.  In the process, the public’s perception of our shelter and our mission was transformed.

Our fun and creative campaigns around adoptions included Cinco De Chihuahua, Putts for Mutts, Seven Dollar Saturday, I’m Too Sexy For My Cage, Kennel Lock-up and Bark in the Mew Year.   The catchy phrases and events have led to hundreds of furry, four-legged friends finding their forever families.  Even though we had little to no budget for these campaigns, the Animal Welfare marketing department was able to garner in-kind support and sponsorships from photographers, graphic artists, pet stores, and a variety of other private businesses.

We worked within city government and in the business community to develop low-cost and no-cost ways to get our messages out. Animal Welfare’s creative posters consistently grace the walls of City Hall.  Our messages also pop-up in water bill inserts, event calendars, social media, electronic boards, bus stops buses, flyers, table tents, local magazines and regularly infuse the Albuquerque radio and television airwaves.  The Animal Welfare Department’s marketing program continues to expand and improve, enabling the Department to move forward with its life-saving work.