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Stop Working Harder
  & Work Smarter
 Innovative Ideas to Do More for Animals
Treating the Symptom
          vs.
 Solving the Problem
History of Pet Euthanasia
Working Smarter   Working Harder
Our Mission



  To end pet overpopulation by
increasing interest in and access
  to spay and neuter programs
        in the final 25%.
The Final Fix
  Goal: Increase Interest
What is the Tipping Point?
The Idea…


Test marketing messages and incentives
 in a controlled environment that closely
     matches the target audience not
   participating in low-cost programs.
St. Croix in the USVI




            5
3
Why St. Croix?

Island Characteristics

US Territory?               Yes!

Not TOO Big or Small?       53,000 people

Limited Channels?           Yes!

Matching Demographics?      Income, Education, etc.
Why St. Croix?

Spay/Neuter Characteristics

Tremendous Overpopulation      4x US average

Low-Cost Available?            10+ years

Supportive Veterinarians?      Yes!

Centrally Managed?             1 Animal Shelter
St. Croix in the USVI
Phase 1: Perception Analysis




Surveyed


            Have “Pets”
Types of Animals

Cats Owners = 43%       Dogs Owners = 78%
Pet Owners – Fixed vs. Not Fixed
Reasons for NOT Fixing




*ALL includes responses of those who own dogs, cats, and both
Low Cost Incentive



“Would you use existing low cost SN options?”



Yes: 30%                   No: 70%
Free Incentive



“Would you be more likely to SN if it were free?”


Yes: 69%                      No: 31%
Social Networking
Phase 2: Animal Census




2          4     5
    3

1
Phase 3: Message Testing


Expense            Guard Dog



Death              Female Issues



Public Safety      Family Extension
Local Advisory Board
Message: Expense
Message: Death
Message: Guard Dog
Message: Public Safety
Message: Female Issues
Message: Family Extension
What would convince most people?
Top 5 WINNERS!
Top 5 WINNERS!
Top 5 WINNERS!
Program Process




  FiXiT      FiXiT      Clinic      FiXiT
Promotes    Books      Performs    Tracks
Program    Surgeries   Surgeries   Results
Promotions

Traditional        New Techniques

• Posters          • Facebook Ads

• TV Commercials   • Text Messaging

• Newspaper Ads    • Promotion Cards

• Radio Ads        • Vehicle Signs

• Event Tabling    • Lawn Signs
Response by Media Type
Proportions of Cost to Calls




Figure 3. Proportions of calls to proportional cost Q1-3
Clinic Stats: Patients
Clinic Stats: Guardians
Phase 4: Incentive Testing

• $25 – baseline testing

• $25 + $25 in incentives

• FREE

• FREE + Incentive
GOAL #1: Methodology

• Perception Survey

• Census Methodology

• Local Advisory Board Creation

• Message Refining in Focus Groups

• Message & Incentive Tracking
GOAL #2: Affect Change!


• Free clinics?

• Funding for
  marketing?

• Incentives?
Our Mission



  To end pet overpopulation by
increasing interest in and access
  to spay and neuter programs
        in the final 25%.
GetYourFix.org
   Goal: Enable Access
Example Profile
In just 1 year



       7000
               people registered


600
Pet profiles per month
Step 1: Define Your Goals
Step 2: Analyze the Situation
Step 3: Think Differently
Step 4: Get the Right People
Step 5: Outline Your Plan
Step 6: Track & Refine
Pet care professionals 2012
Pet care professionals 2012
Pet care professionals 2012

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Pet care professionals 2012

Editor's Notes

  1. Isolated Population
  2. Isolated Population
  3. Good to Great