Client Feature: The Humane Society of the United States
OVERVIEW
The Humane Society of the United States (HSUS) works to advance equity in pet ownership through longstanding programs that bring veterinary care and critical pet resources to underserved pets and their people. HSUS invited For Momentum to provide strategic counsel and guidance to support the development and execution of a new cause marketing campaign with the goal of expanding HSUS corporate partnerships. The resulting More Than a Pet campaign focused on addressing inequities in pet ownership and giving everyone a fair chance at animal companionship while bringing in new corporate supporters.
STRATEGY AND ACTIONS
For Momentum began with researching factors both internal to HSUS (assets, stakeholders, programs) and external (competitors, issue realities, trends in CSR priorities). We recommended three corporate partner concepts for consideration. Our recommendations focused on relevant and compelling impact areas, with clear calls to action and positioning of HSUS as issue experts in the space. Each concept was brought to life with compelling visuals and storytelling.
PROCESS AND CAMPAIGN DEVELOPMENT
Internally, For Momentum provided strategic counsel and support on campaign strategy and development, go-to-market activations, corporate partner benefits, campaign communications and implementation.
Externally, For Momentum developed marketing collateral materials to facilitate corporate partner discussions, including a master pitch presentation, a corporate communications framework, a campaign two-pager and a campaign activation toolkit for partners.
PIPELINE AND OUTREACH EXECUTION
For Momentum provided pipeline development and outreach to help HSUS secure campaign partners. We constructed a multi-phased, targeted corporate prospect pipeline by conducting research into brands aligned with animal welfare, pets, equity, and other related industry categories based on an overlay of CSR, ESG and cause priorities.
To date, our work has resulted in outreach to hundreds of companies and dozens of exploratory meetings resulting in multiple new campaign partners.
Campaign partners have included:
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