In January of 2011, I volunteered to work with Imagewest to complete over a dozen pro-bono marketing projects within a 24-hour timeframe for the Barren River Animal Welfare Association (BRAWA). BRAWA was in need of cohesive marketing material and a plan to increase awareness for the shelter and inform people about spaying and neutering their pets. The team created an entire marketing and communications plan, revamped logo, brochure, website, video, twitter skin and miscellaneous collateral material and a PR campaign.┬áI served as part of the public relations team.
“We were blown away by the student’s hard work and dedication throughout the night,” Margie Patton, Director of BRAWA said. “What these students accomplished in 24 hours is something we have wanted to do for our organization for years, we have never had the time nor the funds to achieve something of this caliber.”
We created these posters to help communicate the importance of spaying and neutering animals. The message is delivered from the animals perspective along with the tagline: Fix me. Fix the problem. A hard-hitting quote about animal over-population is also featured.
I wrote public service announcements for the radio promoting pet adoption from BRAWA. They were delivered like classifieds ads for singles and promoted the idea that the “perfect partner” is waiting at BRAWA.
During the 24-hours I helped organize an impromptu photo shoot in order to produce photos for the billboard, brochure and website. I wrangled up the animals and models for the shoot and gave camera direction.
Imagewest won Best Marketing Campaign for the Barren River Animal Welfare Association campaign at the 2011 Professional Marketing Association (PMA) Markie Awards. The Markie Awards honor the best examples of marketing by PMA members in Bowling Green throughout the year. The awards are based on creativity and effectiveness derived from the project’s marketing objective, target audience and results.