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DogBoy's Dog Ranch case study
DogBoy’s Dog Ranch carved out a unique niche in its market, only to see dozens of other companies model their own operations on its success—threatening its status as a truly different breed of dog kennel. But Brenda Thompson Communications came up with a big idea to turn things around, and today, DogBoy’s remains far and away the leader of the pack.
A Better World for Dogs and Their Owners
The DogBoy’s story started in 1995, when it became the first kennel in Central Texas to accept only spayed or neutered dogs. Many others soon followed DogBoy’s lead and, while the owners were pleased to inspire others, DogBoy’s began to lose some of its status as different from the many other kennels crowding the market. The challenge for the owners was to make DogBoy’s stand out from the crowd—and to make good on their mission to make the world a better place for dogs and their owners everywhere.
The Big Idea: Spay Neuter Incentive Program (SNIP)
Brenda Thompson Communications came up with a big idea to set DogBoy’s apart: the Spay Neuter Incentive Program, or SNIP, a coalition of pet-loving businesses designed to encourage spaying and neutering by providing incentives to both the businesses and their customers. In less than a year, Thompson’s team:
- Developed a brand for the coalition and created collateral including a new website, brochures, and promotional items
- Recruited more than 80 businesses for membership in the coalition
- Organized the hugely successful SNIPFest live-music festival at DogBoy’s
- Attracted coverage for DogBoy’s from three local television stations as well as publications including the Austin American-Statesman, Austin Business Journal, Austin Woman magazine, and The Good Life
- Earned coverage in several national pet trade publications
- Created an online community for members to exchange ideas and plans for the event
- Drew the attention of the Austin and Pflugerville mayors, who issued mayoral proclamations honoring DogBoy’s and SNIP
Now with more than 100 members, SNIP is expanding to accept non-pet-related businesses.
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