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OffLeash Expands Branding and Marketing Services for Pet Industry Companies

‘Every business has unique value, depth and personality, and we make sure that shines through.’

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(PRESS RELEASE) OffLeash, a branding and marketing agency dedicated to the pet industry, is expanding its services to meet more of its clients needs. The company is now a one-stop shop for pet product companies in need of branding, strategy, digital marketing and public relations.

“By expanding our services, we are increasing our ability to steward our clients’ brands, ensuring consistency across all assets and platforms. This creates a richer consumer experience and greater success for our clients overall,” says Sarah Julian, owner of OffLeash. “With a holistic approach to marketing, we can do even more to support the way businesses in the pet industry create and share their unique identity.”

Since its founding in 2011, OffLeash has helped brands navigate toward a consumer-centric mindset, creating brands that are differentiated, ownable and able to grow relationships directly with consumers.

“Because we specialize in the pet industry and understand the intricacies of doing business in this space, we know how to truly differentiate our clients in the minds of consumers,” says Julian. “Branding and marketing of pet businesses should go beyond a logo and stock photography. Every business has unique value, depth and personality, and we make sure that shines through.”

In part to its expansion and growth, the agency has recently unveiled its own brand refresh. “Each year we grow and deliver better and better results for our clients. With the addition of these services, we felt it was a natural progression to add some depth to our brand, and modernize it more than we have in the past.”

A woman-owned and run company, OffLeash is looking forward to continued growth in a growing industry, which is trending toward direct-to-consumer relationship building to better support multi-channel distribution strategies.

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“By owning the consumer relationship, brands have the opportunity to increase both digital and brick-and- mortar sales,” says Julian. “Our ability to support brands with a full arsenal of branding and marketing services allows us to help develop these relationships and create measurable value for our clients.”

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Pet Sustainability Coalition

Pet Sustainability Coalition Presents: Critical Sustainability Strategies for Retailers

This webinar, held on November 7, 2019, is the second in a series from PSC discussing how retailers can establish sustainable practices in their business. Moderated by PSC’s Andrea Czobor, the webinar unveils data behind the increasing consumer demand for sustainable products, what retailers have to gain from connecting with these purpose driven consumers, and a new PSC program that makes finding these products easier for retailers.

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Earth Animal Donates $25K to Food Bank

The 2019 effort resulted in a $25,000 donation.

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(PRESS RELEASE) Since 1979, Earth Animal has been on the path of offering kindness, healing and support to animals, people and the Earth. For the past 12 years from Oct. 1 to Dec. 31, Earth Animal’s Mitten Project has offered support to the Connecticut Food Bank’s Child Hunger Impact Program (CHIP) through various fundraising opportunities.

The 2019 effort resulted in a $25,000 donation.

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CHIP (formerly the Back Pack Project) offers school-based children fresh food for entire families over the weekend with the hope of getting all children healthy and ready to learn at school each Monday morning. The program is offered in Connecticut at 19 school sites, serves more than 2,319 children and 1,955 families each weekend during the school year.

Earth Animal invited local businesses and partners to participate. In addition, the company also had its first Merry Mitten Day event at its flagship retail store in Westport, gained support with local dog-friendly breweries during Octoberfest, offered a holiday “Sip & Shop” in Southport at J. McLaughlin, promoted the mission at a gala event at the Black Rock Yacht Club, plus an adoption event with Adopt-A- Dog at Half Full Brewery in Stamford, CT.

“Every year the number of families with food needs in Connecticut increases and as a company whose mission is to enhance quality of life for all Earth’s animals, we feel it’s our responsibility to support our community. It is our pleasure to match every penny donated during our Mitten Project,” says Susan Goldstein, co-founder of Earth Animal. “We are so happy to see the fundraising efforts increase each year. We raised $12,695. And, with Earth Animal’s match, our final donation to the CT Food Bank was $25,390 making it our largest donation yet.”

Earth Animal thanks its partners in the fundraiser: Adopt-A-Dog, Allied Printing Services, Anthony Musto Law Firm, Ash Creek, Black Rock Yacht Club and its members, Caitlyn Salon Studio, Choice Pet, Coldwell Banker, Fabicare Dry Cleaners, Flipside Restaurant, Friendly Cleaners, Grand Design Nails, Green Field Hill Groomers, Half Full Brewery, Inform Inc., J. McLaughlin- Southport, KL & Sam, Lachat Holiday Farmer’s Market, La Moda, Millie Raes, Paul Harris of Cole Harris Architects, Styles, Trinity Church, Trumbull, CT, The Beer’d Brewing Co., Tusk, UPS Store-Westport, and Westport Hardware.

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Global Pet Expo and Pet Store Pro Offer Free Webinar for Retailers

It takes place on Wednesday, Jan. 29 at 10 a.m. Eastern.

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(PRESS RELEASE) The latest installment in a series of free webinars hosted by Global Pet Expo and Pet Store Pro will prepare you to make the most of your attendee experience atGlobal Pet Expo in February. This free webinar, presented by Curt Jacques, West Lebanon Feed & Supply, takes place on Wednesday, Jan. 29 at 10 a.m. Eastern.

It will cover:

  • Show pre-planning strategies to add maximum opportunities for growth in your store.
  • How to “reverse engineer” your buying directives. Don’t just bring back new products to your store, but collect new ideas that will help build loyalty and sales.
  • More tips on adding value of attending Global Pet Expo.
  • How networking gives you the Inside track and helps you avoid being stuck on the “outside.”
  • Educational opportunities at the Global Pet Expo Academy.
  • The financial impact of selecting the right employees to attend Global with you.

Jacques is the president/owner of West Lebanon Feed & Supply (2013 Global Pet Retail Excellence Award Winner) and Retail Mechanics Business Consulting. With more than 40 years of sales and marketing experience in the pet and animal industry, Jacques is well versed in the world of retail/wholesale from numerous vantage points. Known in the industry as a forward-thinking entrepreneur who challenges the paradigm with his fresh, out-of-the-box approach, Jacques has garnered attention from business leaders across the country and he has been repeatedly called upon to consult and assist other companies with their own business-development strategies.

Global Pet Expo (globalpetexpo.org) and Pet Store Pro (petstorepro.com) present a series of free webinars throughout the year to help pet retailers improve their business practices and be more successful. Featuring speakers from the Global Pet Expo Academy in Orlando, these webinars offer expert advice on all aspects of a pet retail business, including marketing, business development, staff training, merchandising, and more. Learn more about upcoming webinars, register and view past webinars at globalpetexpo.org/pida/webinars.asp

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American Pet Products Association Announces Staff Promotions

It has a total of three staff promotions.

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(PRESS RELEASE) American Pet Products Association CEO Steve King has announced three staff promotions including Tracey Wilson as associate director, special events and meetings, Chris Bonifati as manager, attendee services, and Corinne Stoutenberg as manager, industry relations.

Wilson is responsible for a wide variety of tasks associated with planning and executing Global Pet Expo, including vendor management, coordinating meeting rooms for exhibitors and overseeing the largest new products showcase of any pet industry trade show. Wilson is one of the association’s longest serving employees, having been with APPA since January 2000. She previously served as senior show manager, special events and meetings. Wilson earned her bachelor of science in hotel/restaurant management from the University of New Haven in West Haven, CT, and is a member of the International Association for Exhibition Management, the American Society of Association Executives and the Professional Convention Management Association.

Having previously served as assistant manager, attendee services, Bonifati has been with APPA since February 2015. He manages Global Pet Expo buyer registration, maintains the buyer database, provides indepth attendee analytics, and oversees the attendee qualification process on-site at the trade show. He completed IAEE’s Certified Exhibition Management program in September 2019 and graduated with the certification in December. Bonifati earned his bachelor’s degree from Boston College and is a member of the IAEE Young Professionals.

In her role, Stoutenberg manages APPA board of directors’ engagement and meeting planning, overseeing and executing all meeting functions for board meetings as well as other industry-related initiatives. She also manages Global Pet Expo exhibitor registration, oversees registration logistics on-site at the trade show, and is responsible for the development of Global Pet Expo’s official show directory. Stoutenberg has been with APPA since March 2017, having previously served as associate manager, industry relations. She received her bachelor’s degree from SUNY Purchase College, and is a member of American Society of Association Executives and International Association of Exhibitions and Events.

“We are thrilled to be promoting these three team members that all play integral roles in the continued growth and success of the association and Global Pet Expo,” King said. “We look forward to their future contributions and accomplishments at APPA.”

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