Marketing of SpayJax

Two types of marketing have been employed for the SpayJax program. We have target marketed low-income clients and we have also utilized mass marketing where the overall message is to promote spay and neuter with a tag line stating that if you can not afford to have your pet altered there are programs available to help, call the hotline for more info.

The targeted marketing took the form of brochures and posters placed in government assistance offices such as the offices that administered the Food Stamp, WIC and government housing programs. In addition these items were placed in grocery stores, Laundromats and other places were low income people might frequent while working, playing and living. These brochures and posters tended to promote the free aspect of the program and the benefits of pet sterilization to the pet owner, such as no puppies/kittens to worry about, not having male dogs hanging around the house when pets are in heat, and the health benefits to the pet.

Both the posters and the brochures were designed on home computers using the Microsoft Word program, and I have to say they looked it. We found the brochures and posters were most effective when the work “FREE” was prominently displayed. Placing these in places where low-income people were sure to be was a big help in getting the word out on our program.

Our more mass marketing efforts which included television and radio commercials were made to be more like public service announcements where the pet overpopulation problem and the benefits of sterilization were promoted. At the end of these commercials a mention would be made of the SpayJax program to help low-income pet owners alter their pets, and if help was needed to call our hotline or contact a participating clinic.

Radio Advertising-Our relationship with ClearChannel was a huge help in this category. We were given free 60-second commercials on each of their seven stations each week. These commercials spotlighted the pet overpopulation problem and promoted spay and neuter in general, mentioning that there were programs to help for those that needed help. These commercials ran on stations that covered all market segments and were played during all time frames.

Television Advertising-Our television advertising is done in partnership with our participating Veterinarians who elect to participate. Commercials are focused to play during the daytime talk and game shows, and some soap operas. These are not only the segments when those without jobs are watching but are also generally the lowest priced commercials available. The television commercials have been so successful we intend to greatly increase their use by increasing Veterinarians participating in their cost.

Billboard Advertising-A local advertising firm donated the design of three different billboard that promoted spay and neuter and adoption. We were able to get forty of these placed for 30 days each for only the cost of printing through our partnership with ClearChannel Communications.

Bumper Sticker Backs-One of the local ClearChannel radio stations was giving away bumper stickers to their listeners for a popular promotion. We were given the opportunity to have the peel off back section of these bumper stickers printed with info promoting our spay and neuter hotline number. This was done for the price of the printing. I am not sure if this was an effective marketing tool however it does demonstrate our desire to be innovative and forward thinking in our efforts to reach the our target audience.

Road Signs-We had road signs printed similar to those common in political elections. These simply stated “Free Spay and Neuter, Ask Here”. We gave these signs to our participating clinics to place in font of their clinics. Clinics that utilized the signs reported increased numbers of surgeries, however these types of signs are illegal in our county and we were forced to discontinue use.

Flea Market Booths-From time to time we will staff flea market booths in the area to promote spay and neuter and our programs in particular. This does seem to get us to our target market, however a lot of brochures must be distributed to see a difference in the number of calls to the hotline. The key to this type of marketing is to have the right person staffing the booth.


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