Shelter Behavior Integrations
When we first met Laurie, she was working on shifting her consultant business from training individual pet owners to making a pawsitive impact on shelters nationwide.
This community is underserved and overpopulated with dogs who need more structure in their intake processes and behavior modification programs. Laurie had grown a sizable Facebook group of dog professionals and was nurturing those relationships beautifully, but she didn’t yet have a clear system for converting that engaged community into email subscribers or paying customers for her online courses. The interest was there, but the right audience and the structure weren’t.
She needed a marketing approach that would turn loyal followers into active participants in her programs.
The Challenge
Services Provided
The Results
Facebook community increased from 276 to 1,128 members in one year - a 309% growth.
Email list expanded from 92 to 600 subscribers in six months - a 552% increase.
The Summer Mentorship Program generated $2,449 in sales and sold out in 24 hours.
The Fall Mentorship Program generated $2,799 and also sold out within a day.
The Strategy
Our goal was to turn Laurie’s thriving community into a sustainable ecosystem that fueled visibility, sales, and long-term connection.
Retargeting Her Audience
Many members of Laurie’s Facebook community were volunteers and dog trainers, compassionate and curious, but not always the decision-makers who could bring in formal shelter training. We helped Laurie realign her content toward shelter leaders and directors while still offering valuable weekly insights to her broader audience. This strategic shift positioned Laurie as the go-to thought leader in shelter education.
Community Growth Funnel
We continued optimizing her Facebook group as the entry point for new audiences, ensuring every post, poll, and comment nurtured connection and trust that flowed naturally into her email list and courses. By intentionally cultivating relationships with industry leaders and decision-makers inside the group, Laurie’s nationwide visibility grew significantly. This strengthened credibility within the shelter community and made it easier to convert engaged members into paying customers when her mentoring programs opened for enrollment.
UGC Partnerships & Cross-Promotion
We helped Laurie partner with Humane Innovations, a product she genuinely believes in and confidently recommends to her shelter community. Becoming an affiliate allowed her to add an additional revenue stream that aligned with her mission. From a social media standpoint, the partnership also opened the door for cross-promotion with John’s audience, expanding Laurie’s nationwide visibility while generating authentic, user-driven content to share across platforms.