Posts Tagged ‘muttville’

Adobe Slate features Muttville as its Nonprofit Cause Spotlight

April 19th, 2015


Adobe has been really good to me through the years as their Photoshop User Group Manager, but I was pleasantly surprised when Adobe chose to spotlight Switchblade’s Marketing work for Muttville Senior Dog Rescue.

Watch the video commercial for Slate starring Muttville!


A truly easy tool for social media marketers who need to share great content on the go, Adobe Slate was launched early this month. In preparation for this launch, Adobe produced several videos showcasing the tool in action. They thought Muttville was a perfect example! And I couldn’t agree more (of course!) We shared how we could use Adobe Slate to create a professional, visually appealing webpage as an invitation to our weekly adoption events.

The Adobe team and video crew were true animal lovers. Before the day of filming was wrapped, they knew every dog who spent the day with them and even picked up on a few dogs’ quirky characters. They even got used to cleaning up a few pee puddles here and there!

Marie Macaspac, Marketing Director, Muttville Senior Dog Rescue

Brand Identity for Muttville Senior Dog Rescue

May 7th, 2014

MUTTVILLE Logo-LightBackgrounds

How we made it ‘cool’ to adopt an old dog

Client: Muttville Senior Dog Rescue

Challenge: When I started volunteering with Muttville in 2008, I was fortunate that founder Sherri Franklin believed in the power of brand recognition. She is also a marketing and creative talent herself. Her concept for the logo (shown above) is considered beautiful and brilliant by many, and has truly become an icon in the Bay Area animal rescue community. Having this logo to build a brand around was inspiring, fun, and easy!

Switchblade Solution: Muttville Senior Dog Rescue saves dogs aged 7 years and older, including those with special needs, medical care requirements, and terminal illnesses. Our marketing strategies and overall mission focus on changing the way people think about older pets. Because senior dogs are often overlooked at shelters, we choose to make Muttville stand out to bring attention to our deserving grey-muzzled mutts. Muttville’s brand identity – from the logo, tagline, and  messaging – comes across as uplifting, bright and bold!

Our goal was to prove the value of older dogs and convince the public they are indeed desirable and deserve the spotlight. We developed a brand identity that people would share, wear, and remember. We knew we were successful when people didn’t just want to adopt a senior dog, they wanted a Muttville dog!

Muttville’s brand identity: uplifting, bright and BOLD!

Muttville was founded in 2007. The logo was created in early 2008 and soon after Muttville launched a website design. The signature brand color, Muttville Yellow, can’t be missed! Visit to see the full website.

Advertisements and promotional materials are uplifting, bright and BOLD!
See Muttville’s palm card designs here.
marketing-printThe “muttmobiles” are equally loud and proud!
Milestones, awards and accolades: Since its inception in 2007, Muttville has successfully changed the way people think of senior dogs. In the process, we’ve received awards and accolades from Oprah to the Red Cross to SF Giants pitcher Tim Lincecum. Click for more achievements.

In 2014, Muttville was awarded First Place in the Maddie’s Fund Marketing Competition in Brand Identity. Truly one of my proudest moments!!


Switchblade’s Contribution to Muttville’s Biggest Night of the Year, Moolah For Mutts: “Night of 1000 Mutts”

July 20th, 2011

Muttville Senior Dog Rescue‘s 3rd annual gala fundraiser, Moolah For Mutts, was a smash hit this year, raising much needed funds for the organization to continue its mission to rescue and find new homes for senior dogs slated for euthanasia. Switchblade has been a part of Muttville’s core team from the very beginning when Sherri Franklin officially started this non-profit group four years ago.

As part of the event’s planning committee, Switchblade’s contribution spanned roughly 5 months, with the special day taking place July 16, 2011. We are proud to share the creative process we helped lead and materialize into reality in print, online, and even the big screen.

Theme Development and Brand Identity

This year, the event moved to a larger space, the Swedish American Hall on Market Street in San Francisco.

It also moved to a fairly empty space. This brought some new challenges for this year’s event plans, to say the least.
Muttville was still amidst its celebration of its 1000th senior dog rescue. Taking these factors into consideration, we helped formulate this year’s theme: “Night of 1000 Mutts”. Tying in to the visuals we also designed for the 1000th rescue celebration, Switchblade developed the logo and brand identity, incorporating the sea of senior dog faces into marketing collateral for online and print.

What we love about using the 1000 faces of Muttville’s success stories is the interactivity with the website where all 1000 dogs are displayed with each one clickable to their original profile.  Not only was it a way to further share this page to the world, it was a seamless way to carry out the year long 100th rescue celebration if by chance a new visitor didn’t know about this milestone for Muttville.

Marketing and Social Media Campaign

“Night of 1000 Mutts” 6-week marketing and social media campaign further celebrated the 1000 Muttvile dogs rescued by spotlighting  a few lucky success stories. Below is an example of one lucky mutt, Waldo. We called the campaign “1000 Reasons To Attend This Year’s Moolah For Mutts”. Our social media activities systematically rotated on daily schedules with posts on Facebook three times a week, daily retweets, plus subscribers were also directly reached with timely email blasts. Within the final 2 weeks before the event, Switchblade also was excited to see our ads for the event in the San Francisco Chronicle and Bay Woof.

The campaign attracted great traffic on all of Muttville’s social networks. The variety of dogs and stories hit home for different audiences in different ways. With over 18 stories and dogs profiled, we hoped to connect with every possible compassionate animal loving person out there.

As the event sponsors and auction donors list  grew, we further developed the campaign with interaction and engagement with them via their Facebook and Twitter pages.

The event sold out and we were thrilled with the success of the campaign. Analytics showed activity on the website for Moolah For Mutts as well as Muttville’s website were steady as a result of the organized schedule followed by the marketing campaign’s activities.

Event Decor and Main Video

In order to maximize the financial success of the event, the committee did its best to have everything donated – from auction items, tables, A/V equipment, food, and beverages. About 90% was donated and if not it was discounted. The event’s sponsor, Pet Food Express, came through for the event when Switchblade, still keeping in mind the overall theme, “Night of 1000 Mutts”, asked Pet Food Express if Muttville could borrow their large mounted photographs from their “My Mutt” Program. Sized from 30′ to as large as 60′, Pet Food Express was able to offer almost 50 mounted posters. Upon entering the venue, guests were surrounded by larger than life canine faces on My Mutt posters.

PFE's Corey and Switchblade's Marie with My Mutt posters behind them

Attentive to even the smallest of details, the “1000 Mutts” theme was a part of every Muttville volunteer’s attire. Hanging from a long beaded necklace, each Muttville volunteer wore a different Muttville mutt photo accompanied by their profile story. Marie wore Collette, the foster dog she dearly loved who passed away in March 2011. (The blog article Marie wrote about Collette for Muttville was re-published by Bella Dog Magazine, and the issue was included in the goodie bags given to departing guests that night.)

Muttville volunteers Peggy, Marie, and Inger wearing Muttville dog photos and profiles

Switchblade’s most visible contribution was the main video presentation titled “The Next 1000 Mutts”  that celebrated Muttville’s successes and meant to bring heartwarming smiles to all in attendance. Founder Sherri Franklin gave a tearful speech then played the video to uplift their spirits.

Click here to watch “The Next 1000 Mutts”.


And we almost forgot to mention….Switchblade donated an item for the Live Auction – The design of a limited edition print titled “Our First 1000 Dogs”, with #1 of only 100 available framed and signed by Sherri Franklin. Read more about the big bucks this item raised for Muttville. (We were so excited by the winning bid that we just had to write about it in its own blog post!)

“If were a country, it would be larger than Vatican City” –

February 14th, 2011 recently evaluated the website of our client, Muttville Senior Dog Rescue. Back in 2009, Switchblade revamped their website into a modern, optimized 2.0 presence, and then developed a smooth running social media system that just hit over 1000 Twitter followers and over 2000 Facebook fans.

According to the stats provided by, 1 in ever 1,111,111 internet uses visits daily. That’s about 1500 daily visitors. And they also offered this amusing visualization:

Muttville Senior Dog Rescue is a non-profit organization whose mission is to educate, rescue, and provide homes for senior dogs over 7 years old. See what all the buzz is about! Visit

Switchblade Featured in a Short Documentary, “Welcome to Muttville”

May 18th, 2010

If you know Switchblade, then you know that we are avid supporters of Muttville Senior Dog Rescue. If you visit the San Francisco office, there is always at least one Muttville foster dog hanging out with us.

Rachelle Phillips, a USF student studying media and film, created a wonderful short documentary that captures the essence of Muttville beautifully. Switchblade’s Marie Macaspac was interviewed as Muttville’s Online Marketing Director. Phillips premiered the film last Friday, May 14, to the public. Muttville will likely host a screening for its volunteers and supporters.

“My heart is in all the work we do for Muttville, ” said Marie. “We’ll always do anything we can to support this group and the work they do.”

Social Media Marketing for Muttville Senior Dog Rescue

October 26th, 2009

Muttville Senior Dog Rescue Facebook Page

Client: Muttville Senior Dog Rescue
Challenge: Develop a world-class Social Media Marketing System to complement Client’s updated 2.0 website
Switchblade Solution: After completing and launching, which was set up for mega social network, we managed the overall social media system, from the editorial calendar to posting/tweeting schedule for Facebook and Twitter. We customized both profiles by designing branded environments, such as the background, profile images and custom tabs. The number of followers have quadrupled since we took over. Check them out for yourself!

Web Design, SEO, and 2.0 Optimization for Muttville Senior Dog Rescue

October 8th, 2009

Client: Muttville Senior Dog Rescue

Challenge: The website needed to be optimized for improved searchability as well as updated with 2.0 functionality. A key goal was to increase awareness and visibility by allowing founder/Executive Director, Sherri Franklin, and Muttville volunteers to share profiles of adoptable dogs and blog posts.

Switchblade Solution: Since the organization’s priority is to increase adoption rates and raise money through fundraisers and donations, we provided effective tools that allowed everyone to spread the word through social media networks and email. Analytics showed a traffic increase by 200% in the first month and a steady 5000 visitors a month since its launch. recently evaluated the traffic for, describing it as follows: “If were a country, it would be larger than Vatican City.”