adopting a successful strategy



For more than five years, the Indianapolis Humane Society (IndyHumane) has partnered with Matchbook for PR, web development, design, and key marketing initiatives like their annual fundraiser, Mutt Strut. By working together on such a wide variety of projects, Matchbook supports IndyHumane strategically and holistically to encompass much of their marketing, messaging, major audience touchpoints, and public image.

With a good strategy, marketing isn’t ruff

The IndyHumane website is often the first touchpoint for potential adopters, donors, and volunteers. In 2021 we helped IndyHumane redesign their website to both modernize the design and make it easier for users to navigate. The new site brings a fun and welcoming look to the IndyHumane brand with bold colors and large buttons. With large categories like adoption, donation, clinics, and getting involved is easy for users with a wide variety of needs to find exactly what they’re looking for.

The overall brand and much of the design of IndyHumane also benefits from a long-term partnership between the shelter and Matchbook. Not only do we assist in annual marketing materials and other collateral, but Matchbook also helps with much of the design for Mutt Strut. Mutt Strut is the organization’s annual fundraising event that draws thousands of people and their dogs to support IndyHumane. Matchbook supports the event through signage, t-shirt design, marketing materials, event promotion, and media coordination.

Media coordination and PR for Mutt Strut, as well as regular coverage of adoptable animals and highlighting stories of the organization, is a big part of the partnership. The goal of having IndyHumane be the shelter of choice for the Indianapolis area, both in adoptions as well as donations, is promoted through regular earned media partnerships with a variety of media outlets throughout Indianapolis.

Adopting a strategy for success

Additional means of support and partnership include videos and other special projects, like the rebranding of IndyHumane’s Low-Cost Downtown Clinic. All of these projects support each other. By having a strong brand with well-designed marketing, a good website, regular earned media coverage, each of these individual pieces is more impactful because the overall user experience is strong. Earned media is important, but without a strong website and polished look, an organization loses opportunities for donations and support.

Paw-sitive results

With over $2 million in earned media and over 500 total media mentions for 2021, that value is compounded by the adopters, donors, and volunteers who are motivated to take action for IndyHumane. Strong media coverage paired with a compelling brand not only improves overall brand awareness and perception, but also helps drive outcomes and ultimately helps more dogs and cats in central Indiana get rescued, cared for, and adopted.

Even in a year like 2021 where planning large events is challenging, having a positive brand perception and robust media promotion ahead of the event, helped this year’s Mutt Strut at Victory Field raise nearly $200,000. By working together to build and execute a strong marketing strategy, Matchbook supports IndyHumane and helps them continue to grow.


Digital | Public Relations

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