Stop Working Harder & Work Smarter Innovative Ideas to Do More for Animals

Treating the Symptomvs.

Solving the Problem

History of Pet Euthanasia

Working Smarter

Working Working HarderHarder

Our Mission

To end pet overpopulation by increasing interest in and access

to spay and neuter programs in the final 25%.

The Final FixGoal: Increase Interest

What is the Tipping Point?

The Idea…

Test marketing messages and incentives in a controlled environment that closely

matches the target audience not participating in low-cost programs.

St. Croix in the USVI

3 5

Why St. Croix?

Island Characteristics

US Territory? Yes!

Not TOO Big or Small? 53,000 people

Limited Channels? Yes!

Matching Demographics? Income, Education, etc.

Why St. Croix?

Spay/Neuter Characteristics

Tremendous Overpopulation 4x US average

Low-Cost Available? 10+ years

Supportive Veterinarians? Yes!

Centrally Managed? 1 Animal Shelter

St. Croix in the USVI

Phase 1: Perception Analysis

Surveyed

Have “Pets”

Cats Owners = 43% Dogs Owners = 78%

Types of Animals

Pet Owners – Fixed vs. Not Fixed

Reasons for NOT Fixing

*ALL includes responses of those who own dogs, cats, and both

Low Cost Incentive

“Would you use existing low cost SN options?”

Yes: 30% No: 70%

Free Incentive

“Would you be more likely to SN if it were free?”

Yes: 69% No: 31%

Social Networking

Phase 2: Animal Census

1

2 3 4 5

Phase 3: Message Testing

Expense

Death

Public Safety

Guard Dog

Female Issues

Family Extension

Local Advisory Board

Message: Expense

Message: Death

Message: Guard Dog

Message: Public Safety

Message: Female Issues

Message: Family Extension

What would convince most people?

Top 5 WINNERS!

Top 5 WINNERS!

Top 5 WINNERS!

Program Process

FiXiT PromotesPromotes

ProgramProgram

FiXiTFiXiTBooksBooks

SurgeriesSurgeries

Clinic Clinic PerformsPerformsSurgeriesSurgeries

FiXiT Tracks Tracks ResultsResults

Promotions

Traditional

• Posters

• TV Commercials

• Newspaper Ads

• Radio Ads

• Event Tabling

New Techniques

• Facebook Ads

• Text Messaging

• Promotion Cards

• Vehicle Signs

• Lawn Signs

Response by Media Type

Proportions of Cost to Calls

Figure 3. Proportions of calls to proportional cost Q1-3

Clinic Stats: Patients

Clinic Stats: Guardians

Phase 4: Incentive Testing

• $25 – baseline testing

• $25 + $25 in incentives

• FREE

• FREE + Incentive

GOAL #1: Methodology

• Perception Survey

• Census Methodology

• Local Advisory Board Creation

• Message Refining in Focus Groups

• Message & Incentive Tracking

GOAL #2: Affect Change!

• Free clinics?

• Funding for marketing?

• Incentives?

Our Mission

To end pet overpopulation by increasing interest in and access

to spay and neuter programs in the final 25%.

GetYourFix.orgGoal: Enable Access

Example Profile

7000people registered

600Pet profiles per month

In just 1 year

Step 1: Define Your Goals

Step 2: Analyze the Situation

Step 3: Think Differently

Step 4: Get the Right People

Step 5: Outline Your Plan

Step 6: Track & Refine