Research- Spend at least an hour researching and gaining understanding
1. Research pet ownership and what it provides to people
2. Use the site as if you were looking for a pet.
Write down 3 benefits of getting a dog/cat/pet through petfinder.com
Pick 1 of the benefits that you feel is important, interesting and has potential to persuade someone to use the site?
Go deeper than just doing an ad that states the benefit. For example, if the benefit is ‘this site gives you information for when you own a pet’, ask yourself ‘why is it important to have information? What happens if you don’t have the proper information?
The site provides relevant personality information about a dog, why is that so important?
Also think about:
•What are some of the advantages of getting a pet via www.petfinder.com?
•What do people feel when they search on the site?
•What are the other ways (competition) that people get pets and why is
•Why did these pets get put up for adoption?
•When is the best time or place to reach the target with your message?
•What do you personally find interesting about petfinder.com
•What are the advantages of having a pet?
•Can you find some deeper insight into the psychology of someone wanting a pet?
Why can it be better to adopt a 2 year old dog vs a puppy?
Do other options for getting a pet care if it is a good match for you?
•Connect in a fresh creative way.
USE THE CREATIVE BRIEF format to focus your knowledge and thinking.
Pick a benefit and begin to create a campaign by having an idea that can be used across different media.
The goal is to excite, interest and motivate someone to go to site if they are
thinking of getting a pet--basically a dog or cat. Maybe one of those pigs ;-)
Petfinder is an online, searchable database of animals who need homes. It is also a directory of nearly 14,000 animal shelters and adoption organizations across the U.S., Canada and Mexico. Organizations maintain their own home pages and available-pet databases.
To use Internet technology and the resources it can generate to:
Increase public awareness of the availability of high-quality adoptable pets
Increase the overall effectiveness of pet adoption programs across North America to the extent that the euthanasia of adoptable pets is eliminated
Elevate the status of pets to that of family member
From the comfort of their personal computers, pet lovers can search for a pet that best matches their needs. They can then reference a shelter’s web page and discover what services it offers. Petfinder also includes discussion forums, a pet-care resource directory and a library of free pet-care articles to help keep pets in their homes.
Petfinder is updated daily.