Archive for the ‘cause marketing’ Category

“8 Core Beliefs of Extraordinary Bosses” by Geoffrey James

April 23rd, 2012

We are re-posting this excellent article from Geoffrey Jamesoriginally published in Inc. Magazine. We all aspire to be an extraordinary boss, and if we aren’t there yet, this article is a great inspiration for guidance.

sherri franklin muttville

Sherri Franklin, Founder and Executive Director of Muttville Senior Dog Rescue, is one of my examples of an extraordinary boss

 

The best managers have a fundamentally different understanding of workplace, company, and team dynamics. See what they get right.

 

A few years back, I interviewed some of the most successful CEOs in the world in order to discover their management secrets. I learned that the “best of the best” tend to share the following eight core beliefs.

1. Business is an ecosystem, not a battlefield.

Average bosses see business as a conflict between companies, departments and groups. They build huge armies of “troops” to order about, demonize competitors as “enemies,” and treat customers as “territory” to be conquered.

Extraordinary bosses see business as a symbiosis where the most diverse firm is most likely to survive and thrive. They naturally create teams that adapt easily to new markets and can quickly form partnerships with other companies, customers … and even competitors.

2. A company is a community, not a machine.

Average bosses consider their company to be a machine with employees as cogs. They create rigid structures with rigid rules and then try to maintain control by “pulling levers” and “steering the ship.”

Extraordinary bosses see their company as a collection of individual hopes and dreams, all connected to a higher purpose. They inspire employees to dedicate themselves to the success of their peers and therefore to the community–and company–at large.

3. Management is service, not control.

Average bosses want employees to do exactly what they’re told. They’re hyper-aware of anything that smacks of insubordination and create environments where individual initiative is squelched by the “wait and see what the boss says” mentality.

Extraordinary bosses set a general direction and then commit themselves to obtaining the resources that their employees need to get the job done. They push decision making downward, allowing teams form their own rules and intervening only in emergencies.

4. My employees are my peers, not my children.

Average bosses see employees as inferior, immature beings who simply can’t be trusted if not overseen by a patriarchal management. Employees take their cues from this attitude, expend energy on looking busy and covering their behinds.

Extraordinary bosses treat every employee as if he or she were the most important person in the firm. Excellence is expected everywhere, from the loading dock to the boardroom. As a result, employees at all levels take charge of their own destinies.

5. Motivation comes from vision, not from fear.

Average bosses see fear–of getting fired, of ridicule, of loss of privilege–as a crucial way to motivate people.  As a result, employees and managers alike become paralyzed and unable to make risky decisions.

Extraordinary bosses inspire people to see a better future and how they’ll be a part of it.  As a result, employees work harder because they believe in the organization’s goals, truly enjoy what they’re doing and (of course) know they’ll share in the rewards.

6. Change equals growth, not pain.

Average bosses see change as both complicated and threatening, something to be endured only when a firm is in desperate shape. They subconsciously torpedo change … until it’s too late.

Extraordinary bosses see change as an inevitable part of life. While they don’t value change for its own sake, they know that success is only possible if employees and organization embrace new ideas and new ways of doing business.

7. Technology offers empowerment, not automation.

Average bosses adhere to the old IT-centric view that technology is primarily a way to strengthen management control and increase predictability. They install centralized computer systems that dehumanize and antagonize employees.

Extraordinary bosses see technology as a way to free human beings to be creative and to build better relationships. They adapt their back-office systems to the tools, like smartphones and tablets, that people actually want to use.

8. Work should be fun, not mere toil.

Average bosses buy into the notion that work is, at best, a necessary evil. They fully expect employees to resent having to work, and therefore tend to subconsciously define themselves as oppressors and their employees as victims. Everyone then behaves accordingly.

Extraordinary bosses see work as something that should be inherently enjoyable–and believe therefore that the most important job of manager is, as far as possible, to put people in jobs that can and will make them truly happy.

SlideRocket Contest Honors Muttville 3rd Place & $5000 Prize

April 17th, 2012

Kudos to Muttville Senior Dog Rescue & our amazing Marketing team that created this Sliderocket presentation that won the senior mutts 3rd place and $5000! Our dedicated, talented volunteers – Celine who crafted the engaging presentation, Kira who photographed all the lovely photos and who also is on the Tweet team, plus all the supporters who voted and helped spread the word by Facebook, Twitter and our email campaigns to get the votes that rose us to the top – an amazing example of social media marketing working for good!

Muttville Senior Dog Rescue knows how to market. One of the best presentations in terms of creating an identifiable (and lovable) brand, Muttville entertains the viewer and pulls at their heart strings at the same time. The judges loved Muttville’s visuals, particularly the backgrounds, coupled with giant, easy to read fonts that build with just the right tempo. And of course a fun music track keeps you watching.” Thank you Sliderocket!

We’ve been asking folks to Watch and Share to win this contest for 2 months! Please continue to watch and share simply to spread the joy of senior dogs!

BEHIND THE BRAND: Bald Barbie

March 30th, 2012

Bravo to Mattel, the makers of Barbie® for this very caring initiative that surely will have its place in Barbie history. A wonderful example of social responsibility from the 50-something year old gal! Truly this is more than just an act of social responsibility. It was a thoughtful decision for a corporation to not only produce  Bald Barbie, but, as stated in SFGate blog post:  “The doll, who will be a friend of Barbie, will be donated to hospitals treating children affected by hair loss throughout the U.S. and Canada. The company will also give dolls and monetary donations to CureSearch for Children’s Cancer and the National Alopecia Areata Foundation.”

We hope this act inspires other corporations to give in their own monumental ways. They all can, you know. They just need to find the value in giving.

Congrats to the Nominees in the 2012 Bay Woof Beast of the Bay Awards!

January 6th, 2012

Vote for your faves in the Bay Woof Beast of the Bay Awards 2012

What a great 2011 and beginning to a new year for many of our pet-related colleagues and clients!

Switchblade is proud to announce the following clients and events nominated in the 2012 Bay Woof Beast of the Bay Awards. We are honored to be associated with these great events, organizations and businesses:

Best Adult Dog Play Group / Event:
Pet Pride Day
(sponsored by Friends of SFACC and SFACC)

Best Dog-Friendly Winery:
Mutt Lynch Winery

Best Dog-Friendly Bakery:
Paw Patch Pastries

Best Pet Superstore:
Pet Food Express

Best Doggie Birthday Present:
Massage from Happy Hounds Massage
A Paw Patch Pastries pastry

Best Canine Massage Therapist:
Shelah Barr, Happy Hounds Massage

Best Overnight Boarder:
High Tail Hotel

Best Pet Photographer:
Mark Rogers Photography

Best Rescue Group, Best Canine Cause:
Muttville Senior Dog Rescue

Best Fundraising Event:
Pet Pride Day (SFACC)
Moolah For Mutts (Muttville)

Best Online Adoption Website:
Muttville Senior Dog Rescue

ALSO: Northern California Pet Adoptions has a photo of Switchblade founder Marie Macaspac with her beloved border collie, Collette, on its homepage! This website was also nominated for Best Adoption Website!. Photo taken by Mark Rogers Photography.

 VOTE! Support your favorite businesses, events, rescue organizations, and dog parks!

Click here to vote!

Muttville voted Favorite San Francisco Charity in 7×7 Magazine: Behind-the-scenes of the Successful Marketing Campaign

December 28th, 2011
7x7 Magazine Favorite San Francisco Charity Muttville Senior Dog Rescue

7x7 Magazine Favorite San Francisco Charity Muttville Senior Dog Rescue

Our campaign was strategic, structured and relentless! Find out how we ran the successful marketing campaign that drove thousands of fans to vote EVERYDAY (that’s right!) for Muttville and led to being named San Francisco’s Favorite Charity in 7×7 Magazine.

The night that 7×7 Magazine announced the winner of their San Francisco Favorite Charity contest, the Muttville Team Leaders honored to be present at the announcement party, Patty Stanton, Anne Lauck, Caroline Kaps, and myself, along with our mentor, founder Sherri Franklin, were already beaming with excitement and pride to be one of the seven finalists in a room of amazing non profit organizations: Hearing and Speech Center of Northern California, Lyon-Martin Health Services, MYEEP, Minds Matter, Saving Grace Rescue, and the Asian Women’s Shelter.

Muttville Senior Dog Rescue announced as winner of San Francisco Favorite Charity Contest in 7x7 MagazineWhen the announcement came and the big 8 foot check had Muttville’s name on it, we were floored, overwhelmed with happiness and joy, and most of all, grateful and honored.

Sherri really did almost fall to her knees from weakness as she smiled and tried to speak into the microphone!

As we look back on the day when we first received the announcement of a contest by 7×7 to win a grant generously donated by PG&E for $10,000, in October, we knew this was an opportunity for Muttville, not just financially but the connection to 7×7 and the potential press in 2012 could really bring us new exposure to a wider audience.

A social media and online email marketing campaign was in the works immediately. Since voting was everyday, we needed to be dedicated to daily posts and multiple daily tweets plus working in a newsletter campaign that didn’t pound our supporters over the head too often, nor did we want to put out too many messages to our subscribers and drown out important messages.

A few things to note about Muttville’s overall marketing strengths:

  • Muttville had a system and schedule in place for blogs and email marketing. Therefore Muttville’s communication with supporters via email and social media was very consistent. Subscribers already looked forward to our regular communication, such as weekly blog series Success Stories and Adopted Mutts of the Week, along with newsletters with stories from founder Sherri Franklin.
  • Our social media is always very active, with every blog post, event, and newsletter being shared to Facebook and Twitter immediately.
  • Our interaction with fans and supporters is also strong. Facebook interaction is on average 90% of posts, and Muttville engages with its fans on Facebook everyday. The Facebook page gains 100 + new Likes every week.
  • Muttville has outreach events every weekend, and is accessible both offline and online.
  • Volunteers interface with people in a variety of ways: events, traditional mail, email, and Social Media. And fosters meet potential adopters throughout the week, which means new folks being introduced to Muttville.

When time came to drive a campaign that required daily participation, we knew our fans would rally for us and we could be in the top 49. With every post reminder to vote, practically every single post was liked and commented. Folks even thanked us for the reminder! We diligently posted on Facebook every single day. We tweeted several times a day every day. We got a suggestion from a supporter, “Why not put it smack dab on your front page?” Why not? So we added it right below our call to action “doggie chain”. We let people know what $10,000 can provide to Muttville: much needed surgery for Timminy, physical therapy for Lady Tara, eye surgery for Casper. We strive to let folks know in detail where funds and donations are spent.

When the announcement that we made the Top 7 was made in November, we knew that we really had do turn on the turbo to maintain another month of daily voting pleas! This was important and we needed our supporters to know!
We launched the email marketing campaign and thanked our supporters for their daily votes, and kept the spirits high. Through the newsletter and the home page, Muttville’s website gave people the option to sign up for daily email reminders to vote. Hundreds of people signed up! So Muttville was reminding people by email, Facebook, and Twitter every single day. That daily activity was reaching over 5000 people with each reminder. That number doesn’t even including others forwarding on to their friends and social networks. We often received messages from our supporters saying that they sent daily reminders to others too!

The key effort in this campaign was simply communication. Our fans and supporters from all over the world were ready to help the senior dogs, we just needed to reach as many people as possible, and reach them EVERY DAY without tiring the message or nagging for support. Scroll through our Facebook page to see different ways we posted the message. Often it was casual, but we always included a personal note, and we tried to always “like” every comment to let fans know that we are always listening and grateful for the support. Interaction and engagement is key in maintaining and building an active social network. We want everyone to feel they are an important part of Muttville.

During this campaign we had other big announcements that launched: Our annual Matching Grant Challenge, plus Muttville’s first ever Pup up Adopt Shop. It was easy for the messages to get muddled or drown each other out, or worse overwhelm supporters. We kept each message and call-to-action separate and gave each its own voice. There was a different tone to each campaign as well as a different focus in its strategic effort.

Of course with all this flurry of voting, it is still a mystery how many votes we were actually receiving throughout the campaign. We were as nervous as the others as we awaited to hear the winning organization.  When we won, we knew who we had to tell first…our fans and supporters. Ready in the wings, Carol, Muttville’s website developer sent out a newsletter and updated the website’s home page within minutes, and we posted to Facebook with a photo:

7x7 Magazine Favorite Charity Contest winner Muttville Senior Dog RescueIt was really amazing to see the number of Likes posted within minutes and throughout the night! We could barely keep up reading the comments. And the 30 shares was just unbelievable! Keeping our valued supporters close to the excitement in the moment with Muttville was very important, and we could feel them right there with us, thanks to Facebook.

I’ve been asked by several organizations to give any advice and insight as to how Muttville got all those votes. I’d love to share social media networking tips with all who contact me. One thing that must be noted: dog lovers and animal advocates are some of the most passionate and dedicated folks I have ever known. Perhaps because the love of animals is one thing we all can relate to and have in common, regardless of culture, status, age, gender, or history. Muttville’s special niche, senior dogs, might also remind us all of our own mortality.

Its not over yet! We continue to thank supporters, keep them in the loop, and share Muttville’s successes with them everyday. We hope to share more news when Muttville is featured in the March 2012 issue of 7×7 Magazine and the organiztion can build new connections with the Bay Area, thanks to this special honor.

Muttville’s Holiday Adoption Center – from Empty Space to Room of Hope for the Holidays!

December 5th, 2011

Here is how Muttville redefined a “Popup store” for dog rescue……..

The last Saturday of November, Muttville was scheduled for an outreach event at the former “Leftovers” Consignment Shop at 1259 Polk St in San Francisco. I didn’t realize we would be in a completely vacant 2000 square foot space. The owner of Leftovers had the lease until January 1, and she already moved her store to a new location on Van Ness Ave. She nonchalantly said, “Sure you can use the space.” My imagination went reeling of all the possibilities. I was reminded of some of the good ol’ days when I worked on window displays and pop up stores for Sony. I was excited to make this empty space into a showstopping attraction for Muttville.

I immediately called Patty Stanton, Muttville’s publicist, and told her my vision. We came back on Sunday and decided to launch on December 3. That would be 6 days from now. Could it be done? And with what budget?

Learning to be very resourceful in these last years as a business owner, we scoured the Muttville garage, where Sherri had amazingly fitting vintage furniture and basically everything we needed to dress up the interior. We took what we found, filled up the Muttvan and delivered it to the space Sunday night. It was really coming together in less than 24 hours!

Now that was taken care of, we had to design eye-catching window displays with as minimal a budget as possible. I designed for 3 windows facing Polk St and Bush St with existing collateral, thanks to a beautiful set of photos taken by Nuena Photography. If we wanted window displays in 6 days, I had to order big, bold banners by Monday! I worked til 3am Sunday night / Monday morning, got Sherri and Patty’s blessing, and they were ordered.

I immediately emailed our pet-related clients and colleagues who all would rally for Muttville in a heartbeat: Pets Love Deals, Small Club, Paw Patch Pastries, Nuena Photography, Waghearted, Sharingpet, and Happy Hounds Massage. They filled the space with warmth and gifts, offering their services, products and hot cider!

Opening Day of the Muttville Holiday Adoption Center came on December 3. Even our vendors couldn’t believe what we pulled together in less than a week. Thanks to our dedicated Muttville volunteers, Patty, Anne, Ellen, and Russell, plus our friends from Sharingpet, Angel and Luis, we spent a lovely Friday night putting it all together. Even that night, we were getting traffic! The neighborhood had never seen anything like it before! We were welcomed with open arms by the neighboring businesses and passers-by who were nearby for a movie or a show at  Great American Music Hall.

Back to Opening Day…beautiful and sunny! People were waiting for the doors to open! Doggies in the window! Traffic was high in the afternoon and we decided to stay open an extra 2 hours. A blind little Papillon named Jennie got adopted, and dozens of people discovered Muttville and the joys of senior dogs. We can’t wait to see how things unfold through the month with every weekend. We’re expecting news coverage, thanks to Patty, from local news and NPR’s California Report.

If you live in the California Bay Area, please check it out. 1259 Polk Street, corner of Bush. Give a little love to some senior dogs!

 

UPDATE 12/9: Muttville’s Holiday Adoption Center made it to the local Channel 7 ABC News! And they also wrote a short feature too. Read ABC local news article about Muttville here.

The Business of Saving Lives: Cause Marketing for Animal Welfare & Rescue Groups

November 2nd, 2011








Switchblade Creative Studios attended the 2011 “No More Homeless Pets” Conference, hosted by Best Friends Animal Society. As one of 5 representatives of Muttville Senior Dog Rescue, I was incredibly honored to not only proudly represent Muttville, but to be surrounded by over a thousand animal rescue advocates and over 40 rescue groups from across the nation.

Muttville team leaders with our mentor/founder Sherri Franklin (center). L-R: Ellen Lazarus, Anne Lauck, Sherri Franklin, Marie Macaspac. Patty Stanton

Marketing, branding, and social media are my specialties, so I was espcecially enlightened to be discussing these topics with a focus on animal rescue. It renewed my creativity and helped me see my work in new ways.  A great feeling was returning for lunch or a meeting with my crew and sharing what we had learned in the various sessions, from fundraising to events to volunteers. We were all fired up with ideas and couldn’t wait to get back home and put these ideas to work!

We also realized that Muttville has the talent and the drive to grow and become wildly successful. We were inspired by “Austin Pets Alive” and one of their directors, Dr. Ellen Jefferson. In just 3 years they grew to be the largest rescue organization in Austin amongst 80+ groups, and they now have their own clinic. What an inspiration! We thankfully had the opportunity to speak to Dr. Jefferson and tell her how much we admired their work.  We also had the opportunity to hear from several leaders in animal rescue: Rich Avenzino, a founder of the No Kill Movement and former director of SFSPCA,  Michael Arms, CEO of the Helen Woodward Animal Center, and Becky Robinson, founder of Alley Cat Allies and founder of the TNR program.

What an experience. The business of saving lives – yes this is what Switchblade is all about.

Switchblade is excited to be attending this weekend’s No More Homeless Pets Conference in Las Vegas

October 20th, 2011

As part of our dedication to animal rescue and our role as Marketing Team Leader for Muttville Senior Dog Rescue, We are very excited to be attending for the first time the Annual No More Homeless Pets Conference, organized by the Best Friends Animal Society and located in Las Vegas, NV. We’re excited to meet other rescue organizations and represent Muttville.  Along with Muttville leaders: Ellen Lazarus, Patty Stanton, Anne Lauck, and Founder / Executive Director, Sherri Franklin, we are looking forward to the presentations in store for the 50+ rescue organizations attending this year.

Additionally, Muttville is looking forward to being part of the launch of Sharingpet.com, a new social network for animal lovers and rescue advocates. Muttville will be part of their special showcase, demonstrating how their innovative online site hopes to increase adoptions and donations to rescue groups all over the nation, and eventually worldwide.

We’ll be reporting as much as we can while we are at the conference! Follow our hashtags #SeniorDogsRule and #11NMHP, as well as Sharingpet’s special hashtag #SAVE1mMORE.

Switchblade Creative Studios’ Marie Macaspac joins team of social network for animal lovers, Sharingpet, as Leadership and Outreach Advisor

October 17th, 2011

Switchblade Creative Studios founder, Marie Macaspac, has been dedicated to saving animals for the last 5 years as a volunteer, foster mom, and Marketing leader for Muttville Senior Dog Rescue and San Francisco Animal Care & Control, and has now been given a great honor to be  part of the Sharingpet team as their Leadership and Outreach Advisor. Sharingpet.com is a new social network for “pets and the people who love them”. We’ve been excitedly preparing for the big announcement of its launch date, October 20th at the Best Friends Society’s “No More Homeless Pets” Conference, an annual event where over 50 animal rescue organizations gather in Las Vegas, NV to discuss the animal rescue cause and find new ways to ban together to save more animals. Marie will be there along with Muttville founder Sherri Franklin and 3 fellow team leaders, Anne Lauck, Ellen Lazarus, and Patty Stanton.

Perfect for Sharingpet’s site launch, Sharingpet has also spawned this challenge: Save 1 million more pets in one year, with the help of their social network and their tools, Virtual Adoption and the Buy & Give Shop. Virtual Adoption hopes to change how the world sees animal rescue and adoption, allowing anyone to help homeless pets. The Buy & Give Shop is Sharingpet’s tool that hopes to give rescues a new substantial way of raising money for their organization. Sharingpet coined this phrase, “AdoptiON Movement” to describe what they are confident will change the world for animal rescue in the United States.

This video beautifully demonstrates the Sharingpet mission. Marie was very glad and honored to be the narrator:

The “Save 1Million More Pets” challenge, inspired by Sharingpet from Sharingpet on Vimeo.

The Start of Something GIGANTIC! Brian Barneclo’s Systems Mural Project

August 29th, 2011

Systems Mural Project by Brian Barneclo in San Francisco

You never know how exciting its really going to be until the paint goes up on the wall. Brian Barneclo completed his first week on the largest canvas he’s worked on, The Systems Mural Project located on 7th at Townsend in San Francisco. We’ve been on his team of advisors, helping to raise funds for the project since last year.  Brian has been confident that everyone will get motivation once he starts painting, and now that the time is here, we are definitely excited! Switchblade’s offices aren’t far from Brian’s canvas, so we’ll be dropping by, walking dogs, throughout the project.

Keep up with Brian’s latest updates on Systems Mural’s Facebook page

UPDATE! The mural was completed in September 2011. .Check out the new website, sfmural.com

CONGRATS TO BRIAN!!!