BringFido: Marketing to an Audience Segment
CLIENT GOALS
BringFido is the world’s leading pet lifestyle and travel resource. After conducting extensive research on its target audience, BringFido determined that a disproportionate percentage of their users were female. BringFido tasked JDPR with developing a strategy to garner significant exposure within publications that skewed heavily female. JDPR implemented an editorial outreach program where we identified writers at top-tier women’s interest publications that had pets, and engaged them with tailored pitches about their beloved animals.
Objectives
- Secure national-level media exposure within leading publications that had a female-centric audience.
- Position BringFido as the go-to resource for all information related to pets and pet travel.
- Leverage Melissa Halliburton, the female Founder and CEO of BringFido, to further embed the brand with female readers of these publications.
TACTICS
- Leveraged media relations to coordinate interviews with BringFido’s leadership team – including female founder and CEO – for expert commentary on pet travel, advice, news and trends.
- Pitched targeted national consumer lifestyle and trade media with dedicated travel and pet and/or travel editors, writers or sections based on editorial calendars.
- Developed internal story bank ideas based on editorial calendars, evergreen topics, seasonality and trends.
- Coordinated BringFido’s attendance at media speed pitching events and intercepted attending media at relevant travel and lifestyle conferences for one-on-one meetings with editorial decision makers, yielding coverage in media such as Cooking Light, Real Simple and People Magazine.
- Earned recurring content features with travel and lifestyle websites (i.e. Travel + Leisure, SmarterTravel, Macaroni Kid Travel).
THE IMPACT
- Achieved a saturation of top women’s interest media outlets with pet and/or travel relevance.
- PR media exposure helped to generate content to drive web and mobile app traffic.
- Secured feature length articles that were on-target for both audience and key brand messages.
