The organization’s goal is to broaden awareness of its mission, drive additional traffic to its Web site and raise the profile of its co-founder and president Betsy Saul as a leading expert on animal welfare.
CooperKatz’ first initiative was a comprehensive publicity campaign in support of Petfinder’s Hurricane Katrina Emergency Response Network. In the wake of the New Orleans tragedy, this network helped identify displaced pets and reunite them with their families. CooperKatz secured interviews for Ms. Saul with top-tier broadcast and print outlets including CNN, MSNBC, “FOX & Friends,” “CBS Early Show,” “Good Morning America,” New York Post, Atlanta Journal Constitution and New York Daily News.
To help celebrate and promote Petfinder’s 10th Birthday and 10 millionth adoption, CooperKatz secured and planned a major segment on the “TODAY Show,” in which ten 10-year-old children were surprised on the air with the present of a special dog handpicked and adopted by their parents through the Petfinder.com site.
On an ongoing basis, CooperKatz generates massive coverage for Petfinder through fun initiatives like Animal Planet’s Puppy Bowl and timely animal welfare issues like pet fostering, the impact of the economy on pets, and pets and foreclosures. Stories have appeared in a broad range of media outlets, including the New York Times, New York Post, Associated Press, Family Circle and all three network morning shows.
