Pet Leadership Council

The Pet Leadership Council (PLC), a national community of companies and organizations committed to assuring the care of companion animals, enlisted Inspire’s support on a multifaceted project to raise brand awareness, tackle important issues, and reach the PLC’s target demographic of pet owners or individuals considering adding a pet to their family.

After conducting a national research study to understand what was on pet consumers’ minds, Inspire deployed an initiative focused on educating consumers about responsible pet acquisition, which was identified as a top issue of importance from the study.

Inspire then worked with PLC to develop a comprehensive consumer-facing website, BeDogSmart.org, to serve as a central hub to educate and assist consumers in acquiring and caring for a pet. Inspire developed a site map, drafted website copy, designed all of the site’s visuals and graphics and worked closely with a web developer to build the user-guided website.

Following the website development, Inspire led all promotions of the new website and initiative, which included developing promotional videos and other brand assets, managing organic and paid social media advertising tactics, creating a customized stakeholder toolkit to distribute to PLC members to help them promote the website within their networks, overseeing a digital advertising campaign, managing influencer promotions and developing and implementing a robust communications campaign to launch the website that included the distribution of an interactive multichannel news release over the national wire.