The SPCA of Central Florida needed to emphasize the extensive list of programs they offer and distinguish them from other animal services with which they are often confused. The solution? They rebranded with a new name and logo. They are now Pet Alliance of Greater Orlando. This local organization continues to benefit Central Florida’s dogs, cats and loving owners with services including on-site adoption, affordable veterinary care, shelter for animals, education and outreach. They also added and expanded services, including a mobile veterinary unit to increase humane sterilization efforts and off-site adoptions offered at PetSmart stores. In addition, they are implementing new technologies such as Zeuterin™, a safe and virtually painless method of neutering male dogs, and DNA testing for dogs.
From ALPHA Dog to OMEGA Cat, Appleton Covered the Spectrum
Pet Alliance of Greater Orlando hired Appleton Creative as their agency of record to handle public relations, marketing and digital campaigns moving forward in the launch of their new pre-designed brand. To reflect these changes and service additions, Appleton Creative developed an integrated marketing program providing multiple services, including: a public relations campaign, event planning, videos, print collateral, online advertisements, billboards, vehicle wraps, trade show displays, social media management and content creation, a poster series, environmental branding, and more.
Environmental Branding – Furry Faces Now in Warm Spaces
Appleton Creative extended the overall feel of Pet Alliance of Central Florida into their two area locations through environmental branding, a unique service which includes both interior and exterior design focused on the brand. Both shelter locations were updated with a cohesive color palette, new retail displays, posters and signage. Exterior improvement incorporated exterior way-finding displays, accent coloring, engaging outdoor signage and landscaping.
Kerri Burns, Executive Director for Pet Alliance of Greater Orlando, has been thrilled with the direction. “Appleton Creative produced a comprehensive marketing campaign for us that was so much more than expected; it was a transformation that included all of the complementary materials we needed to make an impact on the community we serve,” said Burns.
Kicking it Off With the Purrrrfect Event
Pet Alliance of Greater Orlando unveiled its new name and marketing direction to the community at the Humane Heroes Luncheon on May 9, 2014. The fundraising event at The Alfond Inn in Winter Park hosted more than 300 guests. Executive Director Burns told the story behind the transition and then presented a video focused on the new and updated services, such as their mobile unit and the Veteran’s Program for those suffering from PTSD. During the announcement, Reed Nissan’s general manager, Aaron Hill, presented Pet Alliance of Greater Orlando with a contribution valued at $20,000. Funds raised at the event totaled nearly $140,000.
Emcees Tom Terry and Vanessa Welch from Channel 9 were just a few of the local news personalities and outlets present at the event. Pet Alliance of Greater Orlando received television, digital and print media coverage, including a front page article by the Orlando Sentinel.
“Once the brand was created, Appleton knew exactly how to communicate the new identity to the community. Everyone’s tail was wagging with this one! We are so pleased with the job Appleton Creative did for us and the positive response we’ve received,” said Director of Philanthropy for Pet Alliance of Greater Orlando Sean Hawkins.
A Taste of Our Design Treats