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!)