Through aggressive offline and online media outreach, CooperKatz worked tirelessly to heighten national awareness of Petfinder.com.
In 2005, CooperKatz kicked off a comprehensive publicity campaign for the Petfinder Hurricane Katrina Emergency Response Network, which helped reunite over 2,000 displaced pets with their families. Coverage appeared across top outlets such as CNN, MSNBC, “FOX & Friends,” “CBS Early Show,” “Good Morning America,” New York Post, The Atlanta Journal Constitution and New York Daily News.
From that point on, CooperKatz generated coverage in every type of prominent media outlet with creative and strategic communications programs, highlighting co-founder and spokesperson Betsy Saul as an animal welfare visionary. Perhaps one of the most fun (and memorable) events was the NBC “TODAY Show” segment CooperKatz secured for the 10th anniversary of Petfinder.com, in which ten 10-year-old children were surprised on air with a puppy adopted by their parents through the website.
In 2011, CooperKatz conceived and executed “Help Petfinder Adopt the Internet Day,” an award-winning campaign for the company’s 15th anniversary. This program helped increase new visits to Petfinder.com from referring sites by 9.9 percent and found homes for 15,000 pets in three-day events across 1,500 shelters and animal rescues. In 2008, Petfinder.com was named one of TIME Magazine’s 50 Best websites, and in 2009, Womansday.com named Betsy Saul one of 50 women who are changing the world.
CooperKatz received a PR News Platinum PR Award Honorable Mention in the Word of Mouth / Viral category for our work to conceive and execute the “Help Petfinder Adopt the Internet Day” campaign.