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Innovation Station Expo 2013

Innovation Station

When you want to promote a product or service, nothing is easier or more cost effective than a great flyer. At Expo 2014's Innovation Station, you can share your most effective flyers with colleagues from across the country and around the world—and have the opportunity to win great prizes!

Sponsored by the ASPCA

What Makes a Good Ad? 

Innovation Station showcases the best, most effective marketing efforts in the field. When creating a flyer, it is crucial to understand what resonates with our target audience. Too often, we create an ad or a publication that appeals to us, as professionals in the field, but is ultimately ineffective at reaching our target audience. To assist in the creative process, extensive research into effective messaging styles was conducted through the Gulf-Coast Spay/Neuter Campaign and implemented through our Pets for Life campaign. Please take a few moments to review some of the key concepts learned through the research. In addition, review the select "Mouthpieces" (a feature in Animal Sheltering magazine) to further understand what elements make these ads effective.

Messaging Spay/Neuter: Lessons from the Gulf Coast Spay/Neuter Campaign (while the entire presentation is very insightful, please pay special attention to slides 24-47 and 52-53)

Mouthpieces Sept/Oct 2012

Help Your Queen of the Jungle Discover the Great Indoors 

  • Design elements that make this ad effective include:
    • Queen of the Jungle” and the “roaring” image play off the image of cats as small lions
    • Image shows collared animal—subtly reinforcing a behavior we’d like to see more of
    • Colors are appealing
    • Messaging provides a warning, but not a really alarmist/scary one, and provides
      quick practical tips for doing what we’re

Mouthpieces Sept/Oct 2011

The Only Command He Knows Is Stay 

  • Design elements that make this ad effective include:
    • Image is crisp and beautiful
    • Color and image create an emotional tone—sad, but not TOO sad, so that viewer isn't repulsed
    • Fonts aren’t competing – main message in one font, big and bold; smaller messaging in a different font but far enough away that it doesn’t bother the eye.
    • Language plays off a known command to dogs (Stay)
    • Message is simple and understandable:
      Fences get dogs off chains

Rules and Voting

While we appreciate individual creativity, we are structuring Innovation Station to include only those flyers that incorporate the concepts and principals that have been identified as most effective through research. Submissions are subject to review by The HSUS and may not be accepted if they do not reflect the research-based concepts discussed in the "What Makes a Good Ad?" section above.

  • All entries must be submitted online (sorry, no on-site entries will be accepted). The deadline to submit an entry was Thursday, May 8, 2014.
  • An organization may submit one entry in each category, but may be selected as a winner in only one category
  • Submissions will be labeled and displayed during Expo
  • Attendees will vote for their favorites – the top five in each category will be named finalists
  • An esteemed panel of judges will select the winners
  • Winners will be announced Thursday afternoon (May 22)
  • Innovation Station is open to all animal care organizations attending Animal Care Expo 2014. We regret that exhibitors or individuals without an animal care organization affiliation are not eligible.

How to Enter

The submission period is now closed. Please be sure to check out all of the fantastic submissions during Expo this year and vote for your favorite. Just by voting, you'll be entered to win a $100 Amazon gift card!

Questions? Email

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