The PEDIGREE® Adoption Drive - Pet Pages 2010
We’re sure you've heard about the PEDIGREE Adoption Drive and the success it’s had in raising awareness about the plight of rescue pets and promoting dog adoption worldwide. And simply by being a PetRescue member, your group gets to be part of it!
The Pet Pages are a weekly advertisement in five national newspapers, featuring dogs currently available for adoption. Each ad reaches a huge audience, not only helping the dogs featuring find new loving homes, but each dog acts as an ambassador for all dogs listed on PetResuce, bringing literally thousands of potential adopters to the site.
How does my rescue group get involved?
You may have seen last years promotions in the pet section of major national newspapers. Here are some tips to get your group involved:
- List some great pets
We will be choosing a wide range of dogs to feature in these advertisements as the campaign develops. If you’d like to see one of your dogs become a ‘celebrity rescue’, we’re looking for the following:
- A high resolution photo
Set your camera to 'high-resolution' before taking photos. Crop, but don’t resize your pic before uploading. This gives us a ‘print quality’ photo we need to feature in the newspaper. Take a nice relaxed head shot, preferably with the dog looking into the camera. They don’t have to be the prettiest flower to be picked, but they should have a happy smile!
- A positive profile
To make these advertisements really pop, we’re looking for pets with a positive profile and a good description of what they’re looking for in a new owner. Include any detail that will help a potential adopter connect with ‘their’ new family member!
- A high resolution photo
- Keep your listings updated and be ready
Each week dogs will be selected fromPetRescue's current listings. If a dog from your group is listed as available, it is in the running to be selected. The Pet Pages will feature every Sunday, beginning 18th April 2010 so you may start receiving calls or emails about a featured pet as early as Sunday morning!
Due to required print deadlines, occasionally dogs may find a home just prior to featuring in the paper. This is a great opportunity to direct adopters to another dog in your care or back to the PetRescue listings. Use the 'Rehomed comments' box in there profile to do so.
- Check your contact details
Probably the most important part of your whole adoption program is the ability for people to contact you. Check the contact details on your profile by logging in to PetRescue and clicking the ‘Update Your Profile Information’ link in the Members Area.
Also check the contact information on your individual animal listings to ensure that the most current details for your foster carer or group are featured. Select your 'preferred method of contact' to be either phone or email, remembering you may receive a great deal of interest for a particular pet.
- Prepare your group for launch
As we will be reaching the wider community with these advertisements, you will be more likely to receive contact from people who need help in learning about pet adoption and pet care. This is your chance to shine!
Let everyone in your organisation know about the advertising and that they're going to need to take a little time to explain to the public in a positive fashion about who you are and what you do. By being an ambassador to rescue and working to inspire people to become interested in adoption, we have the chance to generate a lot of buzz and positive word of mouth that will benefit rescue pets for years to come.
- Be Professional
Answer your phone with your groups name, instead of just a “Hello?” ensures the potential adopter is onside from the beginning. Similarly, if you’re unable to get to your phone, ensure your answering machine message mentions your groups name.
Call people back and respond to emails, even if it's to let them know the dog has been adopted.
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