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Bark for Your Park
Brand Touches out of Dog Parks
Generating the brand touch points required to drive a target customer to purchase is paramount to grow a brand. Early in my time with Radio Systems Corporation, makers of the PetSafe, Invisible Fence, and SportDOG brands, the company had donated dog parks to the surrounding community. A dog park encouraged more people to adopt and socialize their dogs which made their dogs more well adjusted in their new homes. The result was more dogs were getting adopted to forever homes. My data had show that the more involved a pet owner was with their pet, the more likely they were to buy products that continued to enhance their relationship. This made B4YP at Win-Win-Win!
We started small and got BARKED OUT!
Dog Parks had become the top community amenity on real estate searches, 2nd only to quality schools. It turned out that there was a perfect PR sweet spot for the PetSafe brand. Bark For Your Park was born. Leveraging community relationship concepts I developed during my time at EODT, I formed partnerships with animal groups including Morris Animal Foundation, the ASPCA, national and local shelter and rescue groups, the University of Tennessee, local civic leaders, and PetSafe retailers. Leading a team of creative marketers, we developed unique video elements and product integrations, and built enthusiasm and sales over time via this contest. The cumulative results generated MILLIONS of lasting impressions for the PetSafe brand.
Voting Experience
Contest Interface Design
Always keep them wanting more! This video was created to educate Bark for Your Park contestants on the "7 Vote Sniff Out". This was a clever contest feature that gave gentle product placements and promotions to extra motivated contest voters.
2014 B4YP Finalists Announced
Multi-phased program kept users engaged. I proudly developed the B4YP program, authored promotions, scripts, eblasts, press releases, managed a team of marketers and consultants, and frequently made a happy fool of myself to increase brand awareness for PetSafe and voting in Bark for Your Park.
Integrated Campaign Schedule
Bark for your Park Promotion Plan
This program was a massive effort that by its 4th year had grown to include retail integrations with PetSmart, Pet Supplies Plus, and Pet Sense stores nation-wide, a complete ad and digital plan, unique product integrations, and UX/UI strategies that drove brand impressions and product sales on-line and at retail.
It was well worth the effort, this program had a huge ROI for PetSafe and has become a name-sake campaign that continues to drive community partnerships with PetSafe, local pet influencers, and retail stores.
What I love most about this program:
Brand Building Contest
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Dog parks are proven to have a very positive impact on the areas around them. Community impact is a passion of mine. This program, like working at EODT, gave me the opportunity make a leave a positive legacy.
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It's a very "on-brand" contest that worked. Nothing beats finding that perfect brand integration. It did so well retailers were asking to participate and in-store voting drove foot and web traffic.
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After 4 energy-filled years on Bark for Your Park (I even got married in a dog park, too far? or too cute?), I was also proud to hand a proven, packaged program off to my savvy successors. The brand, B4YP, and many PetSafe dog parks live on making the world a better place for people and pets.