Table Mountain Animal Center PURL Campaign

The Table Mountain Animal Center is one of the leading adoption facilities and educational resources for animal care in the state of Colorado. Located in Golden, Colorado, TMAC set out to build a new, state-of-the-art facility in a new location. The $9.7 million dollar facility is specially designed to better serve animals during their temporary stay, including an on-site medical facility, which will enable faster and more cost-effective medical care for animals in need.

When the board determined that the non-profit organization was in need of a marketing campaign, Ed Rothschild, member of the Board of Directors for TMAC and owner of three AlphaGraphics franchises, offered his team’s design and marketing expertise.

The campaign components included:

Printed Collateral Components - A Letter From the Board – inviting people to learn more about the invaluable programs offered by the new facility, and offering free VIP tours; A Contact Card and Envelope – making communication with the facility easy for those who do not have access to computers
A Free Gift - A commemorative mug with the new shelter’s logo
Personalized URL Website (PURL) – micro-websites with personalized for every recipient of the list, which included a brief survey, a profile update page, and valuable links to other resources
Automatic Responder E-mails - sent to the responders after each personalized URL site was visited, and sent to the TMAC marketing manager
Follow-up Postcard – follow-up postcard sent to indivuals who had not previously responded to the campaign
Campaign Dashboard - real time tracking of statistics for every component in the campaign

The TMAC donation campaign was developed as a cross-media marketing campaign. The first step in the campaign was to gather a list of people who have adopted from, donated to, or volunteered at TMAC. Once the targeted list was created, the message was developed, and the first portion of the cross-media marketing campaign had begun. The PURL websites were developed, and the personalized links were printed on each letter from the board, as variable data. The personalized response cards and envelopes were paired with the personalized letter from the board, and mailed to the targeted recipients in a clear envelope.

As people began to receive their mailers, they began to log onto their PURL sites, complete the survey, update their profiles, and move onto the donation site. The survey results were helpful and insightful, and the profile update page allowed TMAC to gather the best e-mail addresses for their friends and supporters. The response rate to this cross-media marketing campaign was nearly double the average rate for a traditional mailer alone.

Below are the samples of the assets from the campaign. The printed letter and response card matched the style and design of the PURL campaign, so both components of the cross-media marketing campaign would be associated with one another, and recognizable alone.

TMAC Letter from the Board – with PURL – Click link to view PDF of the letter from the board