Company: TLA Entertainment Group
Timeframe: February to April 2006
The whimpers of the 3 p.m. work slump that dogs many employees at the offices of TLA Entertainment Group in Philadelphia are actually that of dogs.
The animal-friendly company, which distributes independent and international films in theaters and on DVD, prides itself in its bring-your-pet-to-work atmosphere. "We always
have a dog [Boxer] or two [Chihuahua, Basset Hound] running around here," explains Brian Sokel, director of marketing. "It perks everybody up."
So when the Pennsylvania Society for the Prevention of Cruelty to Animals (PSPCA) threw an SOS bone at the entertainment group for funding distribution of an
instructional DVD entitled "Training Your Adopted Dog," TLA jumped (rather than rolling over or playing dead) at the chance to realize the organization's goal. "All of us love
animals and wanted to help as much as possible," Sokel says. And by joining forces with the organization, TLA adopted a PR twofer: Bolstering its image as an animal rights
advocate and a promotional campaign that directly reached thousands of pet owners.
PSPCA was already in the fiscal doghouse after paying an undisclosed (but substantial) amount for the DVD's production through PetsIncredible.com, which produced 6,000
copies of the step-by-step production. Distributing the DVDs to the organization's seven Pennsylvania shelters would rack an extra $6,000. Rather than place more stress on its
bottom line, PSPCA ultimately decided to enlist the aid of a regional benefactor. The organization didn't have to look much farther than its backyard as it knew of TLA's landmark
work in video and its penchant for pooches (and both offices were located in the same city, too).
"I wanted to basically involve someone in this area," says Anne Plutzer, corporate communications director of PSPCA, who regards the business venture with TLA as a "natural
fit." Plutzer adds TLA was aware this would not be a profit-driven endeavor, while the PSPCA itself saw the dividends in just giving it away.
"This DVD will support our shelters across the state," she says.
PSPCA chose the DVD format to communicate the need for adopted dogs after seeing the success rate other shelters had garnered (a 9 % return rate within two months of adoption).
"We're learning from other shelters and looking at the rate of their returns," Plutzer says. "We try to stay on the cutting edge. It's not widespread but it's definitely working
-- anything we can do. Being in a shelter is a transition for any dog. We're looking to ease the transition and develop a communication with pets and owners. You need a way to
communicate with your pet and this DVD provides a means to communicating with your pet."
No Bones About It
Although TLA was willing to be a companion to PSPCA, the $6,000 distribution fee proved to be too exorbitant for the entertainment group itself. For assistance, and
furthermore to share the animal advocacy spotlight, the company hit up another Philadelphia-based entertainment group: VOD.com, an online network offering original movies
in a video-on-demand format. VOD.com agreed to jointly fund the $6,000.
"We thought it was a great idea," says Richard Cohen, VOD.com president. "Hopefully this DVD will be given to people before they adopt a pet. It's a way to prevent someone to
take a dog home and then take it right back."
With PetsIncredible.com reducing shipping rates, TLA and VOD.com were able to assist in the distribution of the DVDs to the seven shelters in bulk order. "It's one of these
situations where people help with a cause by doing everything they can," Sokel says.
"We were just thrilled with the generosity of these two groups," add Plutzer. "It was a big commitment and there was no way we could have done it on our own."
And pet owners will know TLA's and VOD.com's paws are all over the DVD, as a sticker identifying the participation of TLA and VOD.com is affixed on the "Training Your Adopted
Dog" cover. The inside of the packaging is also stuffed with TLA and VOD.com brochures and coupons, which additionally cost the companies a combined total of $10,000.
For Sokal at TLA, the PSPCA project goes in line with other projects that the company has helped in the past. "We try to promote as many local and national events we can lend
our hands to," he says.
Contacts: Brian Sokel, [email protected]; Anne Plutzer, [email protected]; Richard Cohen, [email protected].
Lessons Learned: Cross-Promotional PR
If you are planning to borrow a page from TLA Entertainment Group's case study, here's some advice that won't leave you in the PR doghouse:
- Does the cross-promotion fit? The ability of TLA to include their promotional material in the PSPCA's DVDs made perfect sense. The promotion would probably
not have been as successful for TLA if the PSPCA was attempting another campaign, such as a book giveaway. Thus, it is important to keep these types of cross-promotions within
your industry or product sector.
- Toot your altruistic horn. A clever bit of corporate social responsibility always makes for a great press release. But always make sure you have permission from your
partners in this effort before you spread the word on your good deeds. And always remember to play up the nonprofit's mission rather than your own generosity in the press
releases. If you have it the other way around, you may come across as boastful and immodest.
- Dollars and sense. Do not get carried away with being a good citizen, particularly if your budget is smaller and weaker than your heart. TLA was wise to bring in
VOD.com to help spread the word and share the weight of their PSPCA promotion.