Grassroots  Marke+ng  

Becca  Morris  &  Erin  Miner  

Ge3ng  That  ‘Big  Group’  Look  for  a  Lot  Less  Money  

                       About  us  Becca  Morris   Erin  Miner  

Na+onal  Marke+ng  Specialist  Best  Friends  Animal  Society  Public  Rela+ons  &  Special  Projects  Coordinator  

Metro  Nashville  Animal  Care  &  Control  

Building  from  the  grass  up!  

Grassroots  Execu/on:  How  to  deliver  big  results  on  a  

shoestring  budget  

Where  to  begin?  

Start  with  an  idea!  

An  idea  is  a  seed.  

•   What  goals  are  you  aPemp+ng  to  accomplish?  

•   What  makes  sense  for  your  market?  

•   How  do  you  come  up  with  ideas?      

Need  inspira+on?  

Start  with  an  idea!  

Best  Friends  provides  resources  that  can  jump-­‐start    your  crea+vity.    •  Par+cipate  in  our  adop+on  promo+ons:  a  great  place  to  start!  

•  Join  our  No  More  Homeless  Pets  Facebook  group  to  share  ideas  

•  Coming  soon:  our  digital  community  

Let’s  see  an  example.  

CharloPesville-­‐Albemarle  SPCA  

Create  a  plan  

If  the  idea  is  the  seed,  then  the  plan  is  water  and  fer+lizer.    The  plan  is  the  fuel  that  grows  an  idea  into  reality.    

•   Prior  Planning  Prevents  Puppies  from  Peeing  their  Pads  

•   Timelines,  schedules,  lists,  communica+on  

•   Don't  get  sidetracked:  refer  back  to  the  plan  

•   What  are  we  REALLY  trying  to  accomplish?    

Where  should  I  start?  

Create  a  plan  

Check  out  all  the  Best  Friends  promo+on  resources!  

•  Get  editable  press  release  templates,  social  media  text  

and  image  templates,  plus  editable  flyers  

•  Start  to  shape  your  plan  around  these  free  resources  

Let’s  see  an  example!  

Create  a  plan  

Shoo Fly

Best Friends Pet Adoption Center 2005 South 1100 East, Salt Lake City, Utah 84106Monday – Saturday: 11 am (– 7 pm; Sunday: 11 am (– 4 pm

$17.76 dog & cat adoptions

JULY 1 – 4

Start  with  these  tools,  add  your  own  info!  

2016  Shelter  Cup  

Execute  excellently  

Unless  you’re  growing  a  cactus,  you  have  to  'tend'  to  your  plant.  

•  There  is  no  replacement  for  doing  the  work.  And  doing  it  right.  

•  S+ck  with  the  plan.  

•  Horror  stories/failures  …  and  how  you  use  them  to  your  benefit.    

•  There  will  be  hiccups,  slip-­‐ups  and  miscues.  Keep  charging.  

Let’s  hear  from  a  partner.  

Opera+on  Silent  Night  

Opera+on  Silent  Night  

[Clear  the  Shelter  Video]  

Promote  and  market  

Quality  marke+ng  and  promo+on  is  about  one  thing:  telling  a  story.  

•  Create  a  narra+ve:  from  the  narra+ve  comes  specific  messaging  

•  Build  a  network  of  local  media  members  

•  Press  releases  

•  Social  media  

•  Adver+sing  

Sun  Ci+es  4  Paws  Rescue,  Inc.  

Sun  Ci+es  4  Paws  Rescue,  Inc.  

Quinton’s  story  

Capture  the  event  

•  Get  pics  (and  video),  or  it  didn't  happen!  

•  Celebrate  success.  Share.  Collaborate.  

•  Grass  grows  more  grass.  Leverage  past  accomplishments  to  

secure  future  success.  

Let’s  hear  some  examples.  

Videos  and  photography  

Online  and  social  media  tools  

Work  smart,  not  hard,  with  these  tools.  

•  Canva  

•  Tweet  Deck,  Hootsuite  

•  Saving  lives  through  content  marke+ng  

Let’s  watch  a  video!  

Content  marke+ng  

Best  Friends  resources  

Find  your  inspira+on.  

•  Na+onal  adop+on  promo+on  tools  

•  Promo+onal  toolkits  for  events  and  other  needs  

•  Network  of  like-­‐minded  organiza+ons  

Visit  network.besmriends.org  to  get  started.