Signalfire Produces Membership Promotional Video For Lakeland Animal Shelter

On Friday May 8th, Lakeland Animal Shelter unveiled a new video during the Second Chances Dinner, the non-profit organizations premier fundraising gala at The Abbey Resort. The eight-minute video was produced by Signalfire, a Delavan-based award winning digital marketing agency, and was shown to nearly 300 attendees. Signalfire was asked to produce the new video after the success of the Extreme Shelter Makeover promotional video, which launched earlier this spring.

“We needed to deliver a powerful message,” says Kristen Perry, Executive Director for Lakeland Animal Shelter. “We needed to show our friends and neighbors just how much is done each and every month. Dozens of surgeries, hundreds of tests, thousands of pounds of food, and tens of thousands of mostly volunteer hours—it all adds up.”

“What Lakeland does for animals is simply overwhelming,” says Signalfire’s President Matthew Olson. “Trying to capture the stories, trying to convey to the public just how much Lakeland does can leave you speechless.”

The video showcases some of the adoption success stories made possible by Lakeland’s Monthly Membership Program. The program consists of donors making automated, monthly donations via credit card or direct withdrawal from $9 per month and up.

“After the success of the Extreme Shelter Makeover video, we were asked to create an equally evocative video about these Shelter success stories,” Olson continues. “We reassembled our team and again partnered with Stephen Pickering of Drywater Productions.”

“You could hear and feel the emotional response from the audience,” says Perry. “When the video finished playing and we asked the audience if anyone wanted to register—auction paddles shot right up.”

In addition to producing the two videos, Signalfire has also been helping Lakeland on many fronts. “Event promotions, monthly email campaigns, print newsletters, and other marketing collateral really keeps us hopping,” says Lisa Oren, Project Manager at Signalfire. “It’s inspiring to see the work Lakeland does and the happiness it brings when a child goes home with a new pet.”

Signalfire is Lakeland Animal Shelter’s agency of record and provides a wide range of services including brand strategy, creative design, web marketing, copywriting, and social media consulting. Located in Delavan, Wisconsin, Signalfire serves clients from Beloit to Door County in Wisconsin and clients throughout North America. If you would like to learn how Signalfire could help your business or organization, please visit or call 262-725-4500.

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