1. Stop Working Harder
& Work Smarter
Innovative Ideas to Do More for Animals

6. Treating the Symptom
vs.
Solving the Problem

7. History of Pet Euthanasia

8. Working Smarter Working Harder

9. Our Mission
To end pet overpopulation by
increasing interest in and access
to spay and neuter programs
in the final 25%.

10. The Final Fix
Goal: Increase Interest

11. What is the Tipping Point?

12. The Idea…
Test marketing messages and incentives
in a controlled environment that closely
matches the target audience not
participating in low-cost programs.

13. St. Croix in the USVI
5
3

14. Why St. Croix?
Island Characteristics
US Territory? Yes!
Not TOO Big or Small? 53,000 people
Limited Channels? Yes!
Matching Demographics? Income, Education, etc.

15. Why St. Croix?
Spay/Neuter Characteristics
Tremendous Overpopulation 4x US average
Low-Cost Available? 10+ years
Supportive Veterinarians? Yes!
Centrally Managed? 1 Animal Shelter

16. St. Croix in the USVI

17. Phase 1: Perception Analysis
Surveyed
Have “Pets”

18. Types of Animals
Cats Owners = 43% Dogs Owners = 78%

19. Pet Owners – Fixed vs. Not Fixed

20. Reasons for NOT Fixing
*ALL includes responses of those who own dogs, cats, and both

21. Low Cost Incentive
“Would you use existing low cost SN options?”
Yes: 30% No: 70%

22. Free Incentive
“Would you be more likely to SN if it were free?”
Yes: 69% No: 31%

23. Social Networking

24. Phase 2: Animal Census
2 4 5
3
1

25. Phase 3: Message Testing
Expense Guard Dog
Death Female Issues
Public Safety Family Extension

26. Local Advisory Board

27. Message: Expense

28. Message: Death

29. Message: Guard Dog

30. Message: Public Safety

31. Message: Female Issues

32. Message: Family Extension

33. What would convince most people?

34. Top 5 WINNERS!

35. Top 5 WINNERS!

36. Top 5 WINNERS!

37. Program Process
FiXiT FiXiT Clinic FiXiT
Promotes Books Performs Tracks
Program Surgeries Surgeries Results

38. Promotions
Traditional New Techniques
• Posters • Facebook Ads
• TV Commercials • Text Messaging
• Newspaper Ads • Promotion Cards
• Radio Ads • Vehicle Signs
• Event Tabling • Lawn Signs

39. Response by Media Type

40. Proportions of Cost to Calls
Figure 3. Proportions of calls to proportional cost Q1-3

41. Clinic Stats: Patients

42. Clinic Stats: Guardians

43. Phase 4: Incentive Testing
• $25 – baseline testing
• $25 + $25 in incentives
• FREE
• FREE + Incentive

44. GOAL #1: Methodology
• Perception Survey
• Census Methodology
• Local Advisory Board Creation
• Message Refining in Focus Groups
• Message & Incentive Tracking

45. GOAL #2: Affect Change!
• Free clinics?
• Funding for
marketing?
• Incentives?

46. Our Mission
To end pet overpopulation by
increasing interest in and access
to spay and neuter programs
in the final 25%.

47. GetYourFix.org
Goal: Enable Access

49. Example Profile

50. In just 1 year
7000
people registered
600
Pet profiles per month

52. Step 1: Define Your Goals

53. Step 2: Analyze the Situation

54. Step 3: Think Differently

55. Step 4: Get the Right People

56. Step 5: Outline Your Plan

57. Step 6: Track & Refine