Motley Zoo Animal Rescue is known as the “Rock’n’Roll Rescue” thanks to the focused branding centered on a music industry theme. The nonprofit’s name is a re-worked version of the rock band “Motley Crue,” and the theme is carried throughout the animal rescue’s many educational and outreach services.
“We don’t have a facility so we do weekly events in the community and rely heavily on marketing and branding to draw people in,” say Motley Zoo executive Jme Thomas.
The agency sponsors weekly adoption events at partnering pet stores and brings a rack of Motley Zoo branded designs to sell. Foster families care of animals in their home until the pet is adopted. The agency’s animals are dubbed “roadies” when they are in Motley’s care and seeking homes. Once adopted, the pets are called “rock stars.”
“Clever branding and merchandise are critical to helping us spread the message of rescue, adoption and spray/neuter advocacy,” says Thomas. Motley Zoo uses bold designs, such as zebra stripes, for event setups. Its online store www.motleyzoo.com offers rock themed T-shirts and other merchandise, with all of the proceeds going back to the animals. “We’re all volunteers, so every penny we bring in, any way we bring it in, is for the animals,” says Thomas. Motley Zoo is currently renovating a facility space that will include a rescue a rescue office and pet showroom, as well as dog training events and classes. “We will also be hosting our year-round fundraising event, “Rock Star Treatment Dog Daycare,” she says.
The new facility and services will generate revenue to all Motley Zoo to continue to service the animals it’s adopted out, as well as bring in more support and interest from community and grow the rescue itself, she adds.