Petland “Share the Love” Donation Sticker Campaign a Success
Petland has been providing support and industry awareness to local communities for years. InfoStream had the opportunity to visit with Amy Pawson, Director of Operations, Petland Company Store Division, about the "Share the Love" Campaign, which ran from Feb. 1-14, 2012 in the Red Deer store.
InfoStream: Thanks for taking this time to speak with us, Amy. Can you please start off by telling us about the event, the goals and the stats you achieved with this event?
Pawson: Petland partnered with Alberta Animal Services (AAS) after attending the 2011 Regional Summits for Urban Animal Strategies in Red Deer. Together, we compared our visions, then took it to the next level by partnering with in-store adoption space for AAS animals. We wanted to create awareness for adoptable animals, our partnership and what Alberta Animal Services does for the communities it serves.
The sticker donation campaign was driven by PetLand cashiers on the tills from Feb. 1-14. All donations were for Alberta Animal Services to reduce animal over population through spay and neuter programs. We are proud to say we raised $1,783.02. Our donation goal was to have at least 20% of people through the store donate and we achieved 21%. We also increased our Store Guest Flow from a goal of 12,106 and to 12,782. Overall we exceeded campaign goals and landed a very successful event.
On Saturday February 11th, 2012, we held an in-store event the goal of which was to promote Responsible Pet Ownership through pet identification, awareness of Alberta Animal Services and the in-store adoption partnership. We advertised through in store posters, staff promotion, radio public service announcements, radio commercials, an event radio remote, an Ad in the Red Deer Advocate newspaper and a Facebook online program.
InfoStream: What did customers find as they entered the store on the day of your event?
Pawson: We created a customer experience around adoptions. At the start of the event, we brought 12 adoptable animals into the store from Alberta Animal Services and now only 4 are left!
We also offered on-site Microchip implanting. Twenty-six people had their pets permanently identified and registered in the PetLynx recovery system. Customers that heard about this offer came to see what the event was all about. Those who were not aware of the campaign were disappointed they hadn't brought their pet. Through this promotion, we learned there is a lack of information about microchips and recovery services as well as a misunderstanding about the implanting procedure. It turns out that many people are not implanting their pet with a microchip because they are scared about the effect of the procedure on the animal.
In addition, Alberta Animal Services had by-law officers available to educate and answer questions. This created a softer feel about them and their role in the community. And of course for the children attending the event we gave away kids packages that included a tooth brush (for Dental Health month), a Petland colouring book and crayons. We also provided balloons and tattoos for the kids at the front of the store to engage them and provide interaction with the animals.
InfoStream: What other incentives did you have for the in-store event?
Pawson: Yes, we had three huge giveaways:
• A 1 year supply of pet food from Hill's Science Diet
• A grooming package from Riverside Kennels and Spas
• A 1 year supply of Pet Health Insurance from Petsecure
InfoStream: Why was Red Deer chosen for this prototype event?
Pawson: We saw this as an opportunity to explore a more collaborative approach to the community with Riverside Kennels, Alberta Animal Services and our vendors. This event was not just a one-time, one-way initiative. This event has brought about new partnerships for us and has changed how we plan to do things in the future.
InfoStream: What would you say are the three top achievements of the event?
Pawson: The top three achievements would be the money raised, the animals that found new homes, and the awareness of the role each of us play as collaborators delivering services to pet families in the Red Deer community.
InfoStream: How do you feel this event has impacted the companion animal industry as well as the city of Red Deer?
Pawson: It has created awareness for collaboration in the companion animal industry throughout the community. The bylaw officers were a huge help in educating people on what exactly responsible pet ownership is and why proper identification can increase return-to-owner rates.
InfoStream: Based on the success of the event, are there plans to move an initiative like this to other Petland locations across Canada?
Pawson: Our next in-store launch will be at our Winnipeg location on March 3rd featuring an in-store adoption event for cats. Our goal is to obtain 1,001 donations for the Winnipeg Humane society and create awareness for the many adoptable animals they have in that community.
InfoStream: Amy, do you have any closing remarks about the event overall?
Pawson: It was nice to leave Red Deer knowing that we made an impact on the community. It reinforces for me why I do this job and why I work with organizations that understand a collaborative vision. At the end of day it is about creating healthy communities for the pets and people we all serve. Everyone needs to play a role, we all have an impact and by working together we will all be more successful.
InfoStream: Thank you Amy for taking the time to share your vision and your achievements. We wish you all the best at your future Petland events!
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