Topic

Beth Miller is a skilled PR professional and animal advocate promoting the human-animal bond. Through her organization, Wagtown, she shared a Marketing Support playbook on Maddie’s and asked for feedback.

The playbook has great content and good branding for both Wagtown and the Tucker program. The TOC provided a good roadmap; however, because the content reflects years of practical experience, I was looking for checklists to support the content and a summary to ease the reader into the story. Here are some thoughts.

You sold another copy of Tucker to the Rescue!

Feedback

  1. Voice. It is not clear where “Tucker to the Rescue” (TTTR) ends and Wagtown begins. The logo makes it clear that TTTR is an promotional initiative of Wagtown, but without reading the book it is not obvious that TTTR is about breed discrimination. And the this playbook is about expanding the partner community to reduce breed discrimination. The opening paragraph of page 2, should be more specific if that is the sub-mission of TTTR. “Impact on your community” is too broad and breaks one of the rules in the Vision Workbook section.
  2. Branding. While the branding is very sophisticated for Wagtown and TTTR, the “pin” and “tail” seems lost in the TTTF shield logo. The tail looks misplaced.

Untitled

Untitled

Untitled

Here is a quick idea to incorporate the image and likeness of Tucker.

tucker.png

  1. Actionable steps. The vision workbook section is a great example of a checklist plus a rationale for engaging in the tasks. Every chapter would benefit from checklists, see below.
  2. Available art. This is great for Wagtown/TTTR but does not align with the goal of creating a workbook for others. Might move this to the appendix and replace this section with design tips to match the vision, including free tools and generative AI resources.
  3. Visual appeal. Quality kennel photos and videos must lead promotional efforts. The goal of any animal rescue or enrichment operation is to make an emotional connection between the pet featured and prospective adopters and foster caregivers or donors. Sophie Gamand shares a great roadmap https://www.sophiegamand.com/photo-tips-for-rescuers and we have found quality photos with bokeh (think, portrait mode)and simple backgrounds really create a strong connection.

image.jpg

Suggested Checklists