Client Name:
Strathcona County
Project Type:
Advertising
Strathcona County, a vibrant community of almost 96,000 residents set in the centre of Alberta’s heartland, was in need of its residents feedback regarding its current Dog Control Bylaw, which has been in place since 2006 and in need of an update. There are currently over 13,000 dogs licensed in Strathcona County.
The County was looking for a fun and engaging way to invite residents (both dog and non-dog owners) to share their thoughts about responsible dog ownership via a survey.The survey explored a number of topics, including dog licensing, enforcement, over-limit permits as well as encouraging respondents to share their descriptions of nuisance and/or aggressive dog concerns.
The Chew On This direct marketing campaign featured postcards handed out to residents throughout the community to promote awareness of the dog control bylaw review and encourage survey completion. The postcards featured either a stick of gum (for non-dog owners) or a mini dog treat (for dog-owners) on the reverse of the postcard to play upon the Chew on This theme. Targeted areas were dog parks & trails, recreation centres and schools.
Additional marketing channels included bus transit and shelter ads, outdoor posters and online. Instead of a traditional letter, the County mailed the postcards to registered dog owners, resulting in nearly $4,000 worth of savings.
In less than one month, 2,306 surveys were completed, marking an unprecedented response to a municipal bylaw review. The Chew On This direct marketing campaign was awarded with a Gold Hermes Creative Award and received an honourable mention at the Marcom Awards for its attention-getting headline and administrative savings.
