We had three main challenges in launching the new Mansell campus, which included 1.) create awareness and interest in the new Campus by attracting local residents and encouraging them to adopt, volunteer and donate to the new facility; 2.) show an emotional attachment to the AHS animals through the execution and 3.) ensure an integrated marketing approach by using multiple paid, owned and earned media channels.
We built awareness and momentum through a variety of channels, including guerrilla marketing, the production of a :30 radio spot (from the voice of the dog which emotionally connected with families), full page print ads in local papers with a simple call-to-action and a variety of promotions to drive attendance on the Grand Opening day, including a radio remote.
The execution created significant momentum and social media buzz, especially the guerrilla marketing efforts. By flooding the Mansell Campus area with hundreds of stuffed animals (dogs and cats), we were able to reinforce the new AHS facility was coming soon. By placing the life-size cutout cardboard images of compelling dogs asking for a forever home, it literally stopped people in their tracks and AHS saw a surge in donations, volunteering and adoptions. On opening day, the ribbon cutting ceremony was attended by 1,000 people, including local politician support, key influencers and most importantly the communities in Alpharetta and surrounding areas. A total of 116 dogs and cats were adopted on the Grand Opening day, including a dog adopted by State Senator John Albers.