Leave No Feline Behind Adoption Campaign
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Nonprofit | Animal Welfare
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Brand & Design Direction
Creative and Digital Strategy
Integrated Marketing Campaign Execution
HTML Coding
Key Takeaway: A focused, integrated campaign with consistent messaging across channels can both drive mission-critical adoption goals and create new streams of donor revenue. Aligning creative, digital, and SEO efforts amplified reach and impact while delivering measurable results.
Executive Summary
As Interactive Marketing Manager for the second largest humane society in Arizona, I led the creative and digital strategy for Leave No Feline Behind, a summer adoption campaign. By implementing an integrated marketing approach that included a microsite, social media outreach, SEO, and consistent creative across print and digital, the campaign boosted adoptions, drove above average donations, and generated measurable online engagement.
Challenge
The shelter takes in tens of thousands of cats and kittens each year, creating overcrowding and higher care costs. In 2012, the organization launched a campaign to raise awareness of pet overpopulation, create urgency for adoptions, and increase average adoption fees to $20.
Solution
I developed and executed the campaign’s creative and digital strategy, ensuring cohesive messaging and design across all channels. The strategy prioritized consistent brand presentation, clear calls to action, and audience engagement at every touchpoint to maximize adoption interest and donor support.
Results
The campaign successfully increased adoptions, improved donor engagement, and exceeded engagement benchmarks.
Engagement: 113 Facebook & Twitter video clicks; 450 YouTube views; 4.6% conversion rate.
Traffic: Microsite received 10,075 total page views and 9,288 unique visits; average time on page 1:03.
Adoptions: Increased adoption numbers and above-average shelter donations throughout the campaign period.
Strategy and Planning
Microsite Development: HTML-coded a dedicated site with aligned creative elements for print and digital assets.
SEO and Paid Search: Partnered with SEO specialists to define goals, optimize keywords across microsite, YouTube, and press releases, and launch targeted Google AdWords campaigns.
Digital Outreach: Promoted the campaign through AHS’ online newsletter, social media platforms, and a YouTube video to reach potential adopters.
Tracking and Optimization: Leveraged Google Analytics, QR codes, and keyword performance tracking to measure and refine campaign performance in real time.