Mutt Mitt

The Savvy Park Manager’s Guide to Generating Revenue and Keeping the Park Clean

How Mutt Mitts can provide a revenue stream
Your park has most likely undergone budget cuts, scaling back, and then, yet another round of budget cuts.  And, now you’re program is on the chopping block again.  Times are tough for everyone and especially for your park since odds are you’re primarily funded by general revenue dollars and your budget is the one that regularly sees the ax.  We work with park and recreational facilities across the United States and understand the frustrations you have with the lack of funding and constantly having to cut another program or staff member.

Time to get proactive and take your budget by the horns.

What would it be like if your park generated its own revenue stream?  What if your park could do that? What would you do with that extra revenue?  Spend it on basic maintenance, programming, and maybe one of those back-burner projects?  And, what if at the same time your park was cleaner without increasing maintenance staff? What do I mean by cleaner?  What if you could provide Mutt Mitts free-of-charge to your park patrons to clean-up after their dogs?  Did you know that each dog produces a half-pound of poop per day?  And, of course, with your background in natural resources you know that pet waste is full of bacteria, viruses, and potentially parasites.  Plus, you don’t want one of your park patrons stepping in a mushy pile of Fido’s Finest—that’s the last thing you want your park remembered for.

With Mutt Mitts you have the means.

Besides being sturdy and degradable, Mutt Mitts can be printed on.  And, for you that is incredibly good news.  Your park or your friends of parks group can offer valuable advertising space to local businesses that would like to communicate directly with dog owners.  Establishments such as veterinarians, pet supply stores, insurance companies, and more.

The printed space on the bag can be compartmentalized much like newspaper ads.  This gives you multiple opportunities to subsidize the purchase of the Mutt Mitts, dispensers, and related supplies while possibly even generating revenue for your park.

It’s true.  We can print on our Mutt Mitts which means you have something no one else can offer—a unique opportunity for businesses to communicate directly with and almost exclusively to the highly sought after demographic of dog owners.

This is great news for your park.  Consider the possibilities.  Based on how you choose to set up pricing, you could just defray the cost of supplying Mutt Mitts, completely cover the cost, or even help cover the cost of associated supplies.  More aggressive pricing might even allow you to actually generate a revenue stream.  In the budget crunches of today, an independent revenue stream can help your park maintain and even fund improvements for your park facilities.
When you see the successes that park facilities across the United States are achieving by using Mutt Mitts you’ll be just as impressed and want to get started right away.

Sacramento Success Story

Let’s look at Sacramento, California.  The ‘Pups in the Park’ program was started by the American River Parkway Foundation (ARPF), a nonprofit organization dedicated to fostering environmental stewardship along  the American River Parkway.  The logos of advertisers such as water companies, utilities, and conservation organizations are printed on the Mutt Mitts along with the ARPF message:  “Join Our Team • Keep the River Clean.”

ARPF provides Mutt Mitts free-of-charge to local parks to encourage dog owners to decrease the amount of dog waste left along the 23 miles of the parkway, thus decreasing the amount of pollution entering the river which leads into the bay.

Dog owners actually picking-up after their dogs.

I know this sounds too good to be true.  When Mutt Mitts are provided free-of-charge to park patrons, dog owners feel compelled to pick-up after their dog.  After all, what reason do they have not to?  Plus, responsible dog owners will encourage other dog owners to pick-up.  In this case, peer pressure is a wonderful thing.

“The Mutt Mitts are also very handy for dog owners because they don’t have to carry their own bags and they realize the benefit of picking up the dog waste,” says Dianna Aguilar, executive director of the ARPF.  “We decided to use Mutt Mitts because they offered the best service, the mitts could be customized with our partners’ logos, and Mutt Mitts also sold the stands.”
Think companies will throw a stink over advertising on a mitt that is used to pick-up…dog doo?  Well, click here to read about how Agway of Cape Cod has used Mutt Mitts to advertise directly to their customers.  After all, the companies that advertise will be providing a free-product that benefits the community, keeping the environment cleaner, and doing it using a green product – the mitts are degradable.

Green, Clean, Green

Your park system can take advantage of this unique synergy of doing something good for the environment, providing a service to your patrons, and developing relationships with utilities and businesses in your community by providing valuable advertising space to a very targeted market.
And, unlike the constant hassles of leagues and rental spaces, once this program is up and running you’ll only need to attend to it when your Mutt Mitt supply begins to run low.

Follow these simple steps, and if you need help feel free to contact us at 1-800-697-6084 or mail@ipimitts.com.

Step by Step Guide

Download Step by Step Guide: Word | PDF

Step 1: Talk to your boss, board, or whoever is the group or person you need to get a “yes” from to begin this project.  Get the “yes” and head to step two.  Or follow the “beg for forgiveness” method.  Whichever works best for you in your organization.

Step 2: This involves math.  You are going to need circulation numbers for the advertising potential to really hit home with local businesses and utilities.  Count how many people visit your parks and how many of them bring dogs, and how many dogs they bring.  Do this at different times of the day over the course of weekdays and weekends.  Do it for one month.

Step 3: Determine how much you are going to charge for ad space on the Mutt Mitts.  A minimum order of xx,xxx Mutt Mitts is $x,xxx dollars.   Add to that $200 printing plate fee + shipping costs + your margin of profit.  Then divide that sum by the number of advertisers to determine the amount to charge per ad.   We’d be glad to walk you through.

Step 4: Arm yourself with some comparison shopping.  How much would it be to advertise in the newspaper for how long you think your park will use xx,xxx Mutt Mitts.  For example, if your think it would take your park one-year to go through xx,xxx Mutt Mitts then call the paper and find out how much an ad space the same size you have goes for if you buy it for one full year.  Repeat this with other local papers, magazines, radio, and television. 

Step 5: Make a list of all the businesses in your area that would have an interest in advertising to dog owners.  Plus, you can use the Book of Lists  to come up with even more businesses.  Having trouble thinking of some businesses? Here’s a general list to help spark your imagination:

• Veterinarians
• Trainers/Obedience schools
• Dog groomers
• Kennels
• Dog clubs
• Dog shows
• Pet supply stores
• Garden supply stores
• Grocery stores
• Landscape companies
• Dog waste removal companies
• Fencing companies both visible and underground fences
• Home improvement stores
• Lawn service companies
• Municipality, Township, County governments
• Utilities: telephone, electric, water, sewage, trash, gas
• Entertainment: television service providers, movie theaters, children’s playground equipment sales, and indoor play spaces
• Watershed protection projects
• State Agencies – watershed protection, wildlife, forestry, water, watercraft
• Federal environmental protection agencies
• Safety commissions
• Insurance agents

Step 6: Write a letter (we have written one for you to use as a template).  You’ll need to know who the person in charge of making the advertising decisions is and address the letter accordingly.  The gist of the letter is that you have a unique advertising opportunity that they would be insane not to take advantage of, and that you are confident you will sell out the ad space.  This is not a begging letter.  You are going to be providing them with an opportunity to communicate directly with dog owners.  This is something that is unique and you are the only game in town offering it.  If you don’t have the funds to mail out letters plan on calling the businesses.  Don’t fret; we’ve included a script for the call.

Step 7: Start calling the people you sent the letter to and ask them for their email address so you can send them news releases on Mutt Mitts success stories, especially Agway of Cape Cod.  We’ve included a script for you to use as a template to help you get over the first few calls.

Step 8: Follow-up with potential advertisers until you have enough advertisers to fill the ad space.

Step 9: Call us at (800) 697-6084 to place the order.

Step 10: Update your list of people to contact for the next round.  Assess what worked and what didn’t so you’ll be even better prepared the next time around. 

Step 11:  Monitor your usage and make notes for future orders.  Decide when you will next send out the opportunity letter.

Step 12: Sit back and enjoy a job well done.  Your park is better for the effort!

Solicitation Letter

Download Solicitation Letter: Word | PDF

[DATE]
[XYZ COMPANY]
[123 MAIN ST]
[ANYTOWN, US 99999]

Dear [PERSON MAKING MARKETING DECISIONS]:
We’re in the process of implementing a new program to help the dog owners remove their dog’s waste from [LOCAL PARKS, TRAILS, ETC] by making Mutt Mitts freely available.  If you are not familiar with them, Mutt Mitts are a disposable pet waste pick-up tool.  This program affords [COMPANY’S NAME] a very unique advertising opportunity to reach the lucrative demographic of dog owners. 

Did you know that in the United States there are 44.8 million dog-owning households with an average household income of $49,000, which is higher than the rest of the US population at $43,000?  And, dog owners typically have larger household sizes, are married, and own a single-family residence.

We’re offering you an opportunity to advertise on the Mutt Mitts. We’re printing xx,xxx mitts to be dispensed at [LOCAL PARK].  We expect to use them over the next [time period]. The ad space on the Mutt Mitts is X by X inches and sells for just $XXX.XX.  The price is less than X¢ per impression! This ad space is similar to what you would see in a newspaper but is received directly by your target market, lasts longer, and has less clutter.

Programs similar to this are a huge success in Sacramento, California and Cape Cod, Massachusetts. We know it will be a success here in [YOUR CITY, YOUR STATE]. 

We must have orders in by [MONTH DAY, YEAR]. To expedite your order please fill out the enclosed form [YOUR BILLING FORM WITH INFORMATION FOR THE ADS] and return it to us with a high resolution black and white image of your logo by the above date.

Thank you for your time and for supporting [YOUR PARK SYSTEM].

Sincerely,

[Fabulous Park Person]
[Title]
[Phone number]
[Email address]

P.S.  This is a great opportunity to advertise directly to dog owners and we expect to sell out the advertising quickly.  If you want a spot, act now before your competition beats you to it.

Solicitation Script

Download Solicitation Script: Word | PDF

Dear Park’s Person:

We know calling a company can be a little frightening, but, you can do this.  Once you do a few you’ll soon be an expert!  Failing that, you could sic your eager-to-please seasonal naturalist on the task. (You know—the perky one who is always coming up with great ideas.)

Step One:  Read this script and the news releases a half-dozen times.

Step Two:  Contact Intelligent Products, Inc. (1-800-697-6084) to determine pricing for custom printed Mutt Mitts.  Calculate the pricing for the ad spaces.  Compile your notes on your park’s demographics.

Step Three:  Put together your list of places to call and who to talk to.  You can draw on your personal knowledge of area businesses.  Area specific reference material like an up-to-date business journal or The Book of Lists may be available at your local library.  Another starting point might be the good old fashioned Yellow Pages if still available in your area.

Step Four: Practice the script below on the most obnoxious person in your office–preferably before they’ve had their morning coffee.

Step Five: Find a quiet place where you won’t be interrupted and start calling.  Usually the best times to reach the decision makers are before 8am and after 5pm because they tend to come in early and stay late (sound familiar?).

Step Six: Here is the script. Make sure you have the pricing details, your park’s demographics, and ability to process a credit card order.

SCRIPT

Ring, Ring.  Person answers
Hello, my name is [YOUR NAME.] May I speak with [Name of person who handles the advertising decisions]?
Thank you!

When the advertising person answers the phone say:
Hello [ADVERTISING PERSON’S NAME], this is the [INSERT YOUR NAME HERE]
I’m calling to follow up on the letter we sent you about a week ago in reference to the Mutt Mitts.  See we’re filling up spots fast and I wanted to make sure that [INSERT THEIR COMPANY’S NAME] had a chance to advertise on the Mutt Mitts.
[POSSIBLE RESPONSES FROM ADVERTISING PERSON AND YOUR REPLY]

What’s a Mutt Mitt?  It’s a unique way to advertise directly and almost exclusively to dog owners.  Mutt Mitts are disposable, mitt-like pet waste pick-up tools. Under this program they will be provided for free in local parks and trails.  By printing your logo on the mitt, you are putting your message right in the hands of your target market.   The opaque mitt has a two-ply gusseted bottom so people can safely pick-up after their dogs and dispose of the pet waste without the fear coming in contact with the pet waste.

Why on earth would I want my company associated with poop? Simple-- your company would be associated with providing a green solution to a serious pollution problem. The Mutt Mitts are degradable and the owners clean-up after their pets; thereby keeping the harmful viruses and bacteria out of the water supply and keeping the park cleaner.  So, [THEIR COMPANY’S NAME] would be seen as being forward thinking, environmentally responsible, and concerned for the community’s health and cleanliness.  It’s a win-win for you.

Why would I want to be associated with poop? Well [ADVERTISING PERSON’S NAME] you’ll actually be associated with providing dog owners with a convenient, sanitary, degradable, and easy way to keep the environment clean.  So, not only are you providing a service to dog owners, you’re also doing something good for the environment by helping dog owners clean-up their dog’s waste before it has a chance to contaminate water sources with harmful bacteria and viruses.  Plus, since Mutt Mitts are degradable you are also doing it the green way.

Who else is doing this? Glad you asked.  We got the idea from other successful the programs like Sacramento, California, Cape Cod, Massachusetts, and Anchorage, Alaska.  Companies ranging from grocery stores to utilities continue to see the value in being able to advertise directly to dog owners while providing a much needed service.

I don’t believe you.  I completely understand.  Let me send you a few news releases and you can see for yourself.  What is your email address? [keep them talking and on the line while you send the files] Okay, you should have them now.  Why don’t we look at Agway of Cape Cod?  Agway is a chain of grocery-pet-outdoor stores. They advertise on the bags and provide them free to local parks.  This generates goodwill with the local community, parks, and city officials plus puts Agway’s name in front of hundreds of people every day.  Now, if you take a look at the Sacramento, California news release.  They have nine spaces for advertising on their mitts.  We’ll have a X by X space for your black and white ad and order xx,xxx mitts at a time.  That means your cost will be less than XX¢ per impression.

You mean the bags used to pick-up dog poop? Yes and companies and government organizations from coast to coast are using the Mutt Mitts as a unique way to reach dog owners.  Here at [YOUR PARK’S NAME] we’re providing advertising opportunities available on the Mutt Mitts.  Did you know that in the United States there are 44.8 million dog-owning households with an average household income of $49,000, which is higher than the rest of the US population at $43,000?  And, dog owners typically have larger household sizes, are married, and own a single-family residence.  A solid market worth reaching.

Okay so how much does this cost for the Mutt Mitts? We’re offering a X by X space on the xx,xxx Mutt Mitts for only $XXX.XX. That is just XX¢ per impression.  I just need to confirm your contact information. [CONFIRM INFO].  Now we just need to get your payment.  To make it easy for you, we can do that over the phone with a credit card. [GET THE CREDIT CARD DETAILS YOU NEED]. Great thanks [PERSON’S NAME]. I’m sending you a receipt via email. [SEND CONFIRMATION AND RECEIPT].  Now all we need by [INSERT ARTWORK DEADLINE] is a high resolution jpg of the logo you would like to have on the Mutt Mitts.
Thanks for your time today.

Step Seven:  If they ordered or showed any interest immediately write out a personal thank you note and drop it in the mail.

Sponsorship Commitment Letter

Download Commitment Letter: Word | PDF

Dear Mr./Ms. Sponsor,

As (your title) with (your entity) I am pleased to welcome  (your organization, company, etc.) as a sponsor participant in our current Mutt Mitt Sponsorship Program within the community.  Your willingness to purchase these extremely cost effective ads really benefits the citizens using our park facilities. (date) marks the kick off of the new program with the distribution of the printed Mutt Mitts within the project.

Not only does your very reasonable ad entry with other sponsors in this program pay completely for our Mutt Mitts (and accessories), but also, it properly protects our precious environment and healthcare of our residents.  People within communities around the country having similar ad programs are truly proud of their sponsor’s environmental commitments.  Everyone using the public areas find the Mutt Mitt products the best solution to encourage dog owners to pick up after their pets.  Everyone wins in this program and here is how!

1. (your organization, company, etc.) is provided a powerful direct ad targeting a huge pet owner group all around your area.  The ads you are gaining save costs far better than any other form of targeted advertising available today.  Often times, people take more mitts home with them because they find them so useful to share with others.  Mitts going home or into others possession are an advertising advantage you welcome.  Your environmental involvement is very visible.
   
   
2. Our (park department, park management, etc) can redirect our valuable funds to better maintain the park area while improving the overall functionality of the public area.  Making our community funds stretch farther benefits everyone and often provides additional jobs.
   
   
3. And last but not least the citizens using your group purchased Mutt Mitts are getting the best biodegradable and degradable waste removal tool that has been the market leader (your organization, company, etc.) year after year.  Our public areas are clean and well maintained for our children and families to fully enjoy through your contribution.

Your commitment for (number of) Ad/Ads is $000.00 for the initial 24,000 Mutt Mitts.  The Renewal Ad Bonus that is available after the first initial order is $000.00 for 24,000 more Mutt Mitts. The cost per ad image is .000 cents initially and .000 cents per ad image during the Renewal Ad Bonus thereafter.

Please sign here _____________________________, Title______________________ mail this letter (saving a copy of it for your records) with a check for the initial ad purchase back to me so these materials can be procured immediately for the program to be implemented on time.  The check should be made out to (your entity) with a memo stating Mutt Mitt Sponsorship. The envelope should read Attn. Mutt Mitt Sponsorship Program.

Thank you for your help to make this Mutt Mitt Sponsorship Program highly successful!  We are pleased to have (your organization, company, etc.) active on this great ad project.

Sincerely,

(name, etc)