Pet Adoption Campaign - Helping ALL The Seniors In Your Community

Always Best Care Senior ServicesAugust 24, 2018Pet AdoptionCampaign Helping ALL theSeniors in yourCommunityOverview

I.INTRODUCTION . 3II.FRANCHISEE BENEFITS . 4III.MARKETING MATERIALS . 4IV.GETTING STARTED . 8IV.PAST PARTICIPANTS OF CAMPAIGN. 8Page 2 of 11

I.IntroductionIn 2017, the Always Best Care marketing team introduced the PetAdoption Campaign to help reduce the impact of pets in the communityshelters, provide a senior a companion animal for free and to helpgenerate much needed PR.Research shows that owning a pet improves a senior’s overall quality oflife by providing physical, emotional and social benefits. Even occasionalinteractions with animals in a long-term care setting can enhanceresidents’ mood and behavior. Countless studies have been proven thatseniors and pets are made for each other.Physical Benefits Heart Health – Frequent interaction with a pet can lower blood pressureand cholesterol, decreasing the risk of cardiovascular disease.Improved Activity – Walking, grooming or playing with a pet increasesthe frequency of physical activity and exercise, which in turn has countlesshealth benefits.Healthy Behavior – Those who own a pet tend to take better care ofthemselves. Caring for a pet helps to develop a routine, encouragingowners to eat regularly or complete chores and other tasks.Social Benefits Increased Interaction – Walking a dog gets senior owners out of thehouse and increases their opportunities to socialize with neighbors.Encourages Conversation – A pet is often a great conversation starterand often provides common ground with others, especially with fellow petowners.Stimulates Memory – Visiting with an animal can allow seniors to tap intomemories of childhood pets and past experiences.Involvement in Activities – Studies show that pet owners are less likelyto dwell on the past and pursue current activities, leading to social bondsand interaction.Emotional Benefits Decreased Loneliness – Pets provide companionship, giving isolatedseniors a source for affection, conversation and activity.Page 3 of 11

II.Stress Relief – Being with a pet increases levels of serotonin, the “feelgood” hormone that relieves stress. It also provides physical contact,which helps to calm anxiety.Better Self-Esteem – For seniors discouraged by their age, appearanceor limited abilities, pets are welcome company, reminding seniors that theyare still capable of being loved and needed.Sense of Purpose – The company of an animal provides a reason to getup in the morning. Pets combat depression symptoms by eliminatingfeelings of worthlessness or helplessness. Knowing that they are lovedand needed enhances seniors’ mental health.Benefits for Participating in the Pet Adoption Campaign Who does not love a good pet story. In 2017, the Pet AdoptionCampaign was the #1 local PR generating story with Always BestCare. If you participate, Fish PR will pitch the campaign on yourbehalf. Free earned PR fits everyone's budget. It is a touching talking point with your referral sources. I promiseyou that your referral sources will love the concept and potentiallywant to get involved. You are offering a free adoption for those seniors who may be on afixed income. This is a great talking point to every prospect you come into contactwith that asks what makes you different. Once again, everyoneloves hearing about pets finding homes and how you made ithappen. Word of mouth of this campaign can bring positive vibes to yourlocal brand name which will allow you to be recalled much moreeasily in the future. Above are countless reasons how it helps seniors cope withisolation and illnesses. You are helping your business segmentdirectly. You are helping the overcrowded shelters in your community. Thismakes you a community partner to the shelters that might somedaybecome a referral source to you.Page 4 of 11

III. Did you know that seniors make the best pet owners? You can feelgood about helping a senior and helping a senior dog that needs tofind a person with unconditional love to spare. Your competition will not follow, so this can be a competitiveadvantage that you can exploit. It motivates the seniors to get exercise which could potentiallymake your caregivers job easier if the client is healthy. The FSO has developed all the promotional materials needed tosupport the campaign. You will receive 500 to use towards pet adoption fees oradvertising for this event. If you contact the shelters in advancethey may reduce or eliminate the adoption fees entirely.Marketing MaterialsSimilar to other marketing campaigns, the Pet Adoption Campaign hasseveral promotional materials to get started with. All of the materials canbe downloaded through the artwork store. Links have been providedbelow.PR Release (Fish):A press release template has been created specifically for the PetAdoption campaign and it will be developed by Fish PR on your behalf.What we will need is to localize it with the organization you are workingwith. The FSO marketing team will be reaching out to you to obtain theinformation necessary for the press release. Remember once it isapproved by you, to print several out to distribute to your referral contacts,your networking groups and post on social media. Those are areas FishPR cannot penetrate.Page 5 of 11

Marketing Flyer: (Artwork Store)The marketing flyer is a promotional material you can use to promote yourPet Adoption campaign. Give to everyone you know that has access to asenior over 65. Why not give to your referral sources to post on theircommunity board. It can also be blown up into a poster if you have a nicecommunity space to post it. Ideally the more you have posted the bettervisibility you have to promote your brand and the event.Page 6 of 11

Marketing Postcard: (Artwork Store)The marketing postcard is a promotional material you can use to promoteyour Pet Adoption campaign. It is much cheaper to print, handout and hasa front and backside to promote your event.Emma E-Marketing Template (Emma)The Emma e-marketing template works similar to the flyer, but on a digitalspace. This can be emailed to all your referral contacts and clients if youlike. It does not hurt to send it to everyone in your database because younever know who might attend. If you need help sending out the Emma emarketing campaign, please contact the FSO marketing team and we willbe happy to send it out to your contacts on your behalf.Page 7 of 11

Follow-up Post Card: (Artwork Store)The postcard was designed to be sent after a pet is adopted. It is a niceway to promote your brand after the fact. This can be ordered in theartwork store as well.IV.Getting StartedThis might be the one community-based marketing campaign that willrequire a little bit of effort on your part to get the ball rolling. The goodnews is that you do not have to design materials because we did that foryou. You do not have to worry about PR, because Fish will do that on yourbehalf. You do not have to worry about having to pay everything out ofpocket because the NAF co-op is giving you 500 to get you started.Please see below on what you do need to do:1. Watch the marketing webinar on the Pet Adoption in the marketingwebsite webinar channel.2. Each participant will need to find a shelter and negotiate adoptionfees if possible. Let them know what you are trying to do and thereis a good chance they will work with you on a fair adoption fee rate.3. Find some partners to help you promote the event. Try looking atthe local pet stores, pet groomers, dog walking services, animalhospitals/vets, or the shelters themselves.4. Order marketing materials from the artwork library.Page 8 of 11

5. Don’t forget to print out lots of PR releases so you can deliver thoseto all your referral sources, networking groups, chamber meetings,etc.6. Post flyers on community boards, at senior centers and at librariesfor free.7. You might want to pitch this concept to an assisted livingcommunites and have the shelter bring dogs to that facility for theseniors to meet. Lots of shelters have traveling services that takepets to locations for them to be adopted.8. Coordinate with your staff if you want to be present at a certainadoption day.9. If you are lucky enough to find a dog a new home, follow up withthe senior by sending them an adoption postcard.10. Lastly, talk about what you did. Make sure everyone knows whatyou did. It should not be a secret, and I promise lots of people willcommend you for your efforts.V.SummaryIn the first year we had 8 franchisees participate in the Pet Adoptionprogram. Although some may have been a little uncertain on what toexpect, you cannot deny the 13,756,673 unique views that our PRgenerated for just these few franchisees. As mentioned previously, it wasthe most widely accepted PR release we did all year. The mediapromoted this story even if we were not directly serving that region. It is afeel good story and one that is hard not to like because it helps seniors ina positive way, as well as those pets that have been stranded in theshelters.I was questioned by a few franchisees that they didn’t even provideadoptions for one animal. My response was, who in your community iscounting how many pets were adopted with your campaign? The answeris no one except for yourself.Now my second part of the storyline is, did you receive unpaid media?Yes, is the answer. Can you talk about this at your referral sources andpotentially in a prospects house when they ask what makes you different?Page 9 of 11

Yes, because you are a community player that is taking care of seniors inlots of different ways. If you can find another tactic to generate that muchPR without any effort, then you have a good alternative. If not, then youshould give it a shot.I included the list of those franchisees that participated last year in caseyou want to reach out to them and get advice on how to get started.FranchiseEmailOffice Phone NumberLatasha EmeriKeith CarterKelly BrittonLynn HancockNeil ZwackPat O'KaneNate RhodesKristin Lambrect/ 381(318) 424-5300832-585-1941(804) 368-3200(760) 851-0740(210) 772-2277(803) 403-1895(318) 322-2223Page 10 of 11

Adoption campaign and it will be developed by Fish PR on your behalf. What we will need is to localize it with the organization you are working . Pat O'Kane pokane@abc-seniors.com (210) 772-2277 Nate Rhodes nrhodes@abc-seniors.com (803) 403-1895 Kristin Lambrect/ Stroo klambrecht@abc-seniors.com (318) 322-2223 .