client profile: The Horry County Humane Society opened in 2006 and is one of largest animal centers in South Carolina. They specialize in Spaying & Neutering, promotion of adoptions of shelter animals, pet care and safety, rehabilitation and the relief of sufferingLack of awareness and confusion in market with other smaller centers.
the challenge: The client had a few challenges that needed to be addressed. First, Horry County and the surrounding areas are blessed to have four animal shelters but at the same time do cause confusion in the community. Second, over the past two yearsrs pet adoptions nation wide had been down 15 - 18%. And Third, how do we re-brand and create a mixed media campaign that generates awareness for the new center and increase adoptions without any major funding.
the plan: Collins + Company developed strong, simple, visually impactful, and engaging print campaign centered around the pets that resonated with people across all walks of life. We also recruited business partners in the community to help sponsor the advertising and help offest media cost and production. In addition to the campaign Collins + Company also helped re-brand HCHS with a new logo and identity package supported with a community based PR campaign.
the result: A huge success! Unprecedented awareness throughout the county and beyond via our print campaign, billboards, and outdoor. The campaign also won numorous awards and accolades but best of all pet adoptions went up 25% over the next 3 months.