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Marketing Animal Shelters - Peter Kiraly The Rex Foundation (Dog Shelter Hungary)

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Peter Kiraly, founder of Hungary's Rex Foundation Dog Shelter, advises on how to market and advertise animal welfare organisations based on his experiences.

For more information, see www.icawc.org

Published in: Lifestyle
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Marketing Animal Shelters - Peter Kiraly The Rex Foundation (Dog Shelter Hungary)

  1. 1. Peter Kiraly, founder Rex foundation, Budapest Dream! Dare! Do!
  2. 2. Dream!
  3. 3. Dare!
  4. 4. Do!
  5. 5. HOW THE DREAM COMES TRUE… The Animal Island strory
  6. 6. Real Life DREAM!
  7. 7. YOU ARE ABLE TO CREATE! DARE!
  8. 8. DO! 2. PICK YOUR TEAM 7. AVOID TRAPS 1. MAKE A LONG TERM STRATEGY 3. FIND A PLACE & ARCHITECT 4. FIND A PROPER AD AGENCY 5. COMMUNICATE 6. CONFESS YOUR APPRECIATION
  9. 9. MAKE A STRATEGY <ul><li>  </li></ul>THE CONTROL OF STRAY ANIMALS RESCUE POP.CONTROL EDUCATION (microchiping) (neutering both sexes) (classes, events, media)
  10. 10. PICK YOUR TEAM
  11. 11. FIND A PROPER PLACE
  12. 12. 2000 FIND A PROPER AD AGENCY
  13. 13. CONSTRUCTION WORKS (2002-2004)
  14. 14. THE PRESENT <ul><li>2 Ha LANDSCAPED TERRITORY </li></ul><ul><li>1500m ² BUILT IN AREA </li></ul><ul><li>14 FULL TIME REGULAR STAFF </li></ul><ul><li>350 VOLUNTEERS </li></ul>
  15. 15. <ul><li>OVER 10.000 VISITORS </li></ul><ul><li>REHOMING 700 DOGS & CATS </li></ul><ul><li>NEUTERING 1000 ANIMALS </li></ul><ul><li>EDUCATING 3500 CHILDREN </li></ul>ANNUAL SCORES
  16. 16. REHOMING CENTRE <ul><li>dog parasols </li></ul><ul><li>reception, social building </li></ul><ul><li>quaranteen </li></ul>
  17. 17. CITY FARM
  18. 18. REGULAR COMMUNICATION
  19. 20. REHOMING CREATIVES
  20. 22. AWARDS
  21. 24. WEB PAGE Stealing permitted!
  22. 25. 2000
  23. 26. 2002 ADAPT TO CURRENT EVENTS !
  24. 28. 2003 STEAL AND CONVERT !
  25. 29. PADDLE YOUR MESSAGE !
  26. 30. PRESS
  27. 31. CONSISTENT PHILOSOPHY A pet is not a toy Evergreen message Connectable PR Multiple association Complexity Refresh your immage
  28. 32. VARIATIONS ON A THEME 2005
  29. 33. 2006
  30. 34. N ot shocking, just developing deep feelings… Takes on last year’s values… Influencing emotion 2006
  31. 35. BE IMPRESSIVE !
  32. 36. CREATE NEW CREATIVES
  33. 37. BRAND TRENDS <ul><li>E qual image </li></ul><ul><li>Equal message </li></ul><ul><li>Equal emotional content </li></ul>
  34. 38. AVOID TRAPS <ul><li>Don’t try to squeeze everything into your adverts </li></ul><ul><li>If the message is not clear , it becomes fishy, and people will not support fishy things. </li></ul><ul><li>Remember to give a feed back – people must be avare that their support went to the proper place </li></ul><ul><li>„ Avoid battles with your clients, other NGO-s , the press and the authorities. </li></ul>
  35. 39. EXPERTIENCE TUNNEL -the domestication story Long term plans dog livestock cat HAVE
  36. 40. Homework <ul><li>Dream! </li></ul>Dare! Do!
  37. 42. See you again at Animal Island ! Thanks for your attention!

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