Overview - Petsmart/Petsmart Charities

Part
01
of four
Part
01

Petsmart Charities - Advertising and Media Spend

After extensive research through industry-related websites, media platforms, and financial and annual reports, a breakdown of the advertising and media spend for PetSmart Charities does not appear to be available in the public domain. However, the research team was able to gather valuable insights about the overall advertising spend and marketing efforts by the organization. Below is a summary of the key findings.

USEFUL FINDINGS

RESEARCH STRATEGY

While we found the overall advertising spend for PetSmart Charities, there was no publicly available information that provided a breakdown of the organization’s marketing and advertising spend. In addition, there was limited information when it came to the organization’s marketing strategies and online advertising platforms.

We first looked at the organization’s website and reviewed the available resources such as the financial and annual reports. However, we did not find a breakdown of the marketing and advertising spend by the company. Instead, we found the overall advertising spends. We then looked at media platforms, such as PR Newswire, MediaPost, and Pet Product News. However, we did not find any useful information. Instead, these sites focused on the several donations made to and by PetSmart Charities.

We then attempted to look at conferences and events where PetSmart Charities was a participant. We looked at events, such as the Pet Partners Conference and SXSW. We hoped that we could find mentions regarding how much the organization spends on advertising on different marketing channels. Nevertheless, we did not find relevant information. These events focused on issues such as advocacy and the benefits of having pets.

As a last resort, we attempted triangulation. Since we had the annual advertising spend of the organization, we aimed to calculate the breakdown of its marketing and advertising spend by looking for data points such as the percentage of PetSmart Charities’ overall advertising spend that goes into different marketing channels. However, after looking at sources, such as AdWeek, Forbes, and Business Wire, we did not find any useful data point that we could use for triangulation. These sources focused on the organization’s usage of Facebook in encouraging pet adoption without any relevant data points. For these reasons, we concluded that a breakdown of the marketing and advertising spend by PetSmart Charities is not available in the public domain.

Part
02
of four
Part
02

Petsmart Charities - Business Objectives and Goals

In 2016, PetSmart Charities established a new focus and expanded its mission by dividing its operations across four key missions, namely: preventing pet homelessness; helping shelter pets thrive; providing emergency relief; supporting bonds between people and pets. Opportunities for growth available to PetSmart Charities include the use of technology and in-store promotions to grow adoption as well as increasing the awareness of the national pet adoption day.

PREVENTING PET HOMELESSNESS

HELPING SHELTER PETS THRIVE

SUPPORTING THE BOND BETWEEN PEOPLE AND PETS

PROVIDING EMERGENCY RELIEF

OPPORTUNITIES FOR GROWTH

Part
03
of four
Part
03

Petsmart Charities - Creatives

Petsmart Charities have done about seven social media commercials during the past 12-24 months. The channels used for those campaigns were mainly Facebook, Twitter, YouTube, and Instagram.

FACEBOOK AD-NATIONAL ADOPTION WEEKEND

  • It is a commercial for the National Adoption weekend.
  • During this week they provide pet adoption throughout the US.
  • It was a part of the PicMe campaign that helped adopt a record number of dogs.
  • It presents pets and pet owners.
  • It lists pictures of posts of people who participated in the campaign, such as Maya and her dog Rex and invite people to do the same.
  • It invites followers to adopt pets during the National Adoption weekend, and it took place about a year ago.

TWITTER AD-NATIONAL ADOPTION WEEKEND

  • It is a commercial for the National Adoption weekend.
  • During that time they provide pet adoption throughout the US.
  • This ad invites people to participate in the PicMe campaign.
  • They also invite to share their picture of pats.
  • It was a part of the PicMe campaign that helped adopt a record number of dogs.
  • It presents pets and pet owners and the pet store.
  • It provides the participants with the instructions on how to use PicMe.
  • It invites followers to adopt pets during the National Adoption weekend.
  • Date: Sep 14, 2018.

TWITTER AD-NATIONAL ADOPTION WEEKEND

YOUTUBE AD-NATIONAL ADOPTION WEEKEND

YOUTUBE AD-CAT ADOPTION

FACEBOOK AD-DOG VISITATION PROGRAM

INSTAGRAM AD-DOG MONTE

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY

We began our research by looking for all the information available related to Petsmart Charities campaigns. We focused our research on the past 12-24 months.

Our first strategy was to check their website to find information on where they have focused their marketing efforts in the past 12-24 months. We found they only ran a social media campaign (PicMe).

Our second strategy was to go through credible media news such as PR Newswire, Ethical Marketing News, Marketing Daily, and MarketWatch and we only found their latest campaign was again by means of a social media campaign PicMe that caused record number of adoptions: therefore, we concluded that it was their most influential campaign.

Lastly, we checked their social media channels to check if they had mentioned the PicMe campaign and how active they were there. We found they were active on almost every social media channel, precisely 4 of them (Facebook, Twitter, YouTube, and Instagram) in which they post regularly.
Part
04
of four
Part
04

Petsmart Charities - Competitive and Comparative Competitors 1

Best Friends, Petco Foundation, Houston Pets Alive, Animal Friends and RedRover are some five competitive and comparative charities to Petsmart Charities.

1. Best Friends

Who they are

  • "The mission of Best Friends Animal Society is to bring about a time when there are No More Homeless Pets." Best Friends do this by helping to end the killing in America's animal shelters through building community programs and partnerships all across the nation.
  • The society's guiding principles is to treat all living things as humans, showing kindness and respect for all living creatures, saving and improving animal lives.

What reach they have

Partnership with Petsmart Charities:

  • PetSmart Charities funds Best Friends Animal Society, and as a result, it has received a $700,000 three-year grant to support the “Community Cats Project, a public-private partnership that will focus on reducing by 25 percent the euthanasia of free-roaming cats, commonly referred to as community cats,” in San Antonio.
  • But Best Friends have no partnership with Petsmart Charities.

2. Petco Foundation

Who they are

  • They focus on bringing pets in need, together with loving people and creating a better world for pets by supporting pet adoption.

What reach they have

Partnership with Petsmart Charities

  • Petco Foundation does not have any partnership with Petsmart Charities.

3. Houston Pets Alive

Who they are

  • Houston Pets Alive, founded by Andrea Birkelbach in 2014, provides and promote adequate resources to eliminate the killing of companion animals.
  • It works with BARC and Harris County Animal Shelter to increase live outcomes through robust adoption programs, high-volume spay and neuter partnerships, and community education.
  • It is determined to make Houston the largest no-kill city in the US.

What reach they have

Partnership with Petsmart Charities

  • There is no partnership of Houston Pets Alive and Petsmart Charities.[7]

4. Animal Friends

Who they are

  • Founded in 1943, the Animal Friends company is a full-service companion animal welfare organization committed to saving, impacting, engaging, enriching and affecting the lives of the pets and people in of Pittsburgh and the surrounding area.

What reach they have

Partnership with Petsmart Charities

  • Animal Friends has no partnership with Petsmart charities.

5. RedRover

Who they are

What reach they have

Partnership with Petsmart Charities:

  • There is no notable partnership between Red Rover and Petsmart Charities.

Research Strategy

To identify five competitive and comparative charities to Petsmart Charities across the US, we looked for precompiled information on credible sources like Forbes, CB insights, Zoetis US, Pet-insight. However, research through these sources did not yield much information that could be used to address the question. What we found was information on the leading and the top charities.

Next, we explored some pet industry-specific journals, press releases, articles, and research or case studies. We hoped to find mentions of Petsmart charity and other charities related to it, but this did not provide the relevant information to complete this request. The information we found was focused on the achievements, awards, and fundraising campaign initiatives related to animal welfare of different charities.

Since we did not find the information precompiled, we decided to look for the top charities related to pets and checked for those that compete and can be compared to Petsmart in terms of their revenue. To get the competitors that meet the criteria for our research, we explored the charities' total revenue by examining their official websites, annual reports, among others. Again, this approach could not hold as there was minimal data available for the financial performance of the companies identified.

As a last resort, we searched sources like Woofwhiskers, Fixnation, and Ispionage for information on pet charities in the US. We were able to identify some pet charities. Then, we used criteria such as their reach so far, years of existence over time, their total contribution, number of events or campaigns for fundraising, the total number of volunteers, among other factors to select those that are competitive and comparative charities to Petsmart Charities.

Sources
Sources

From Part 04
Quotes
  • "The mission of Best Friends Animal Society is to bring about a time when there are No More Homeless Pets. We do this by helping end the killing in America's animal shelters through building community programs and partnerships all across the nation. We believe that by working together we can Save Them All."
  • "Guiding principles Golden Rule: To treat all living things as we ourselves would wish to be treated. Kindness: To demonstrate compassion and respect for all living creatures. Positive influence: To judge our effectiveness by the extent to which animal lives are saved and improved, and by the positive experience of the people we touch."
  • "BEST FRIENDS REGIONAL PROGRAMS: New York | Los Angeles | Utah | Atlanta | Houston. As seen on National Geographic’s DogTown and the CW’s Dog Town USA. And the inspiration behind the critically acclaimed film, The Champions."
Quotes
  • "Strut Your Mutt is a series of charity dog walks that brings communities together to raise money and save the lives of homeless pets. When you fundraise, you choose where your support goes: to Best Friends Animal Society, or to your favorite participating local animal welfare organization."
  • "In 2019, We've Raised: $998,706 out of$2,660,000. TOP INDIVIDUAL FUNDRAISERS Serena Gauba $33,130, Linda Vetrano, $25,710, Beth Maryan $18,075. TOP FUNDRAISING TEAMS - Posh Pets Rescue $74,073, English Springer Rescue America, Inc. $67,458, Muddy Paws Rescue $48,682, K-9 Angels Rescue $47,111."
Quotes
  • "Best Friends Animal Society® and PetSmart Charities®, the largest funder of companion animal-welfare efforts in North America, announce the launch of a new project to help lessen the burden on animal shelters by enhancing the humane population control of free-roaming cats in San Antonio."
  • "Through funding provided by PetSmart Charities, Best Friends Animal Society has received a $700,000 three-year grant to fund the “Community Cats Project,” a public-private partnership that will focus on reducing by 25 percent the euthanasia of free-roaming cats, commonly referred to as “community cats,” in San Antonio."
Quotes
  • "The love of pets changes everything. Love is why at the Petco Foundation, we bring pets in need together with loving people—with 6 million pets adopted so far. By supporting pet adoption and our lifesaving efforts, you can put your love into action, too. Together, let’s create a better world for pets."
  • "From August 24 – September 15, we’re celebrating pet super heroes by raising $2.3 million to help save pet lives all across the country. Join us by donating online or in Petco stores."
Quotes
  • "$250 million invested, 4,000 animal welfare partners, 6 million animals adopted."
Quotes
  • "To promote and provide the resources, education, and programs needed to eliminate the killing of companion animals. There are 1.2 million stray animals and two open-intake shelters in Houston. "
  • "We work with BARC and Harris County Animal Shelter to increase live outcomes through robust adoption programs, high-volume spay and neuter partnerships, and community education. We are determined to make Houston the largest no-kill city in the country."
  • "Houston Pets Alive! is a 501(c)3 organization (EIN 46-5455638) founded by Andrea Birkelbach in 2014. We are comprised of animal loving volunteers and staff who never stop working to save the next life."
Quotes
  • "Houston Pets Alive! (HPA!) works with BARC (the City of Houston) and Harris County Animal Control to save the animals who have no other options and only pulls animals from these shelter’s euthanasia lists. HPA! is the last chance for many Houston’s animals. In 2018, HPA! pulled 2,632 cats and dogs from euthanasia."
Quotes
  • "For more than 75 years, Animal Friends has been saving, impacting, engaging, enriching and affecting the lives of the pets and people of our region. Since our humble beginnings in 1943, we have grown into a full-service companion animal welfare organization serving the pets and people of Pittsburgh and the surrounding area."
  • "Total Animal Intake in 2018 is 2,620 and Outcome Data 2,612. Operates in Pittsburgh. No partnership with petsmart charities. "
Quotes
  • "RedRover is always on the lookout for animals in need. We provide soft hands and warm hearts when animals and people are in crisis and pain, while seeking opportunities to work collaboratively with agencies and other organizations to further our mission."
  • "Operates in California."
Quotes
  • "Helping animals and people in crisis and making the world a more compassionate place since 1987. 600 Classrooms participated in the RedRover Readers program. 8,699 Pets and their people supported through RedRover Relief programs, 4,000 RedRover Responders ready to care for animals in crisis."
  • "86,000 students Teach 40,000 more children empathy skills through RedRover Readers (bringing the total to 86,000). 5,000 volunteers Grow our RedRover Responders volunteer corps to more than 5,000 trained volunteers"
  • "50 states Establish pet-housing programs at family violence shelters in every state, through RedRover Relief. Membership contributions support all of RedRover’s lifesaving programs. In 2018, 82% of RedRover’s expenses were devoted to direct program offerings, with only 18% going to supporting services."