Greenville Humane Society Mutt Strut

Greenville Humane Society hosts the largest dog-friendly race in the Southeast on an annual basis as its signature fundraiser. The executive team had a goal to increase funds raised from the event and a goal to reach registration capacity. It was also important to raise awareness for the community services available at the Greenville Humane Society. We focused on sharing the story of the Mutts taking over downtown Main Street, a rare and unique experience. To drive interest and anticipation, we coordinated media opportunities in advance of the event. This led to follow-up coverage at the event. PR support included press releases, media advisories, executive interviews, in-studio broadcast opportunities and event media relations. Results included a front-page cover story in the Greenville News, the city’s largest daily newspaper, and multiple segments aired by all three local broadcast stations. It was one of the most successful Mutt Struts, raising $25,000 more than the previous year.