Recognizing a need to update its Web site to be more dynamic and usable, the Society for the Prevention of Cruelty to Animals (SPCA) enlisted marketing and Web development firm Bold New World to create a redesigned site, which launched in January.
The SPCA still faced the challenge of generating traffic to the new site, so, with the additional help of 5W Public Relations, the team devised a Web-based contest.
Strategy
The PetStyle Contest invited pet owners to upload photos of their ...