© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Pet Industry Perceptions& Messaging StrategyPresented: January 29, 2019
Pet Industry Leadership Conference
San Antonio, Texas
2 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Introduction to LRW
LRW is a California-born global collaboration of data-driven
companies, best known for driving results through the use of
consumer and behavioral insights.
Our ability to translate deep human understanding and
sophisticated data analytics into business success has helped
our clients to innovate and grow.
ACCESSTo traditional and
emerging data sources
PERSPECTIVEData agnosticism with
advanced marketing
science and analytics
ACTIONDriving successful
business outcomes
3 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
RESEARCH OBJECTIVESThe Pet Leadership Council Engaged LRW to…
1 Establish a baseline understanding regarding
perceptions of the pet care community
Use these baseline findings to guide messaging
and communication efforts
Align the pet care community around shared
messaging to demonstrate a commitment to
doing the right thing and recapture trust
amongst the general public
2
3
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A 3-phased research approach was used to meet these objectives
PHASE 1: ESTABLISHING THE BASELINE
• Understand what is known already; stakeholder knowledge,
internal document review, in-person consumer interviews
PHASE 2: INFORMING THE FUTURE
• To quantify pet care community awareness, perceptions
and attitudes
PHASE 3: STRATEGIC DIRECTION
• To provide more specific direction on messaging
© 2018 Lieberman Research Worldwide. All rights reserved. CONFIDENTIAL.
5 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Pragmatic Brain Science® MethodologyIn addition to leveraging traditional scaled survey measurements, this research uses tools from LRW’s Pragmatic Brain Science Institute®, which are
designed to understand less conscious and non-conscious associations and perceptions.
Organization
Rapid Choice®
Respondents are exposed to either an organization or entity of the pet industry . Then, they are shown a rapid succession of
words to classify as describing the stimulus or not. Responses are quick, so that active cognitive processing is limited, and
latent associations are captured.
Respondents are shown two circles, one with their name and one representing either an organization (i.e., PLC, ASPCA,
HSUS, etc.) or entity of the pet industry (i.e., Veterinarian, Animal Welfare Organization, Pet Chain/Superstore, etc.). They
move one circle to describe the relationship with that organization or entity, and the overlap and speed of movement is
analyzed for a more subtle, and holistic understanding of relationship strength.
Implicit Identity Mapping (IIM)®
The BASE Framework is rooted in the fact that four core human needs exist: Belonging, Appeal, Security, and Exploration.
We’ve incorporated these BASE needs into our Rapid Choice® exercise, showing respondents attributes that represent each
of the four core human needs. Because judgments are made quickly, active cognitive processing is limited, and the extent to
which the stimulus is associated with the facet of BASE is captured. BASE tells us which human needs each company
description is delivering on.
BASE Framework
Belonging
Appeal
Appeal
Exploration
Exploration
YOU
SecuritySecurity
6 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
1 What are overall perceptions of the
pet industry?
2 What’s important to pet owners?
3 How is the pet industry is perceived on
these important aspects?
4 How can we use these learnings to inform
messaging and positioning?
DISCUSSION OVERVIEW
7 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Preview | WHAT DID WE LEARN?
Messaging will need to be deliberate and thoughtful to ensure that
PLC introduces itself as an organization that understands the needs
of pet owners, has the best interests of pets in mind (and only
that), while avoiding connection with some of the negative
associations that currently exist
Consumer sentiment is
mostly neutral toward
the industry at large
At the end of the day,
pet owners just want
to take care of their
animals … and they
want the industry to
do the same
As expected,
awareness of PLC is
low, but there is room
to establish a
purposeful presence
© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
What do consumers think
of the “Pet Industry”?
CHAPTER ONE
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74% Trust pet care/service providers
72%Trust animal welfare
organizations
65%Trust pet product
retailers/manufacturers
Veterinarians
Local Animal Shelters
Animal Welfare Organizations
Groomers
Companies That Make Or Sell Pet Food
Pet Chain / Superstores
Companies That Make Or Sell Pet Supplies
Small / Independent Pet Stores
Small / Hobby Pet Breeders
Large / Company Pet Breeders
Most
Favored
Least
Favored
76% BreedersMore
Regulation
Needed
74% Sale of live
animals in stores
68% Shelters
74% think shelters
have too many
animals to handleAnimal
Shelters 60% agree people
should never buy
pets, only adopt
At a broad level, trust is
strong
Industry Regulation and
Overpopulation of Shelters
are Top of Mind Issues
Consumers recognize that the industry is complex – a mix of good and bad players
Perception Snapshot
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Most consumers either trust or have neutral opinions about the 3 sectors that make up the
industry, including those that make/sell pet products
A1_TypesOrgsTrust. Thank you for your answers so far. Now we would like to understand how much you trust individuals or professionals from some different industries. Please indicate how much you trust each of the following.
C1_StatementAgreement. Below are some statements having to do with pets. Please tell us what percent of Americans you think would agree with each statement. Please think about an average American, and for each statement, adjust the slider to indicate what percent of Americans you think would agree
with the statement regardless of what your own opinion might be.
88%
85%
82%
79%
75%
74%
72%
65%
37%
36%
36%
35%
16%
Firemen/EMTs/
First Responders
Nurses
Doctors
Teachers
Dentists
Companies that provide
care or services for pets
Animal welfare
organizations
Companies that make
or sell pet products
Pharmaceutical industry
Financial industry
Insurance
Lawyers
Politicians/Lobbyists
% Trust
vs. other industries
74%
73%
65%
22%
20%
28%
4%
7%
7%
Companies that provide
care or services for pets
Animal welfare
organizations
Companies that make
or sell pet products
% Trust% Don’t
trust% Neutral
67%Agree pet industry companies
can make a profit & care about
animals at the same time
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The most favored entities are veterinarians, animal shelters, and animal welfare organizations;
pet breeders skew toward unfavorable opinions
B1_OverallOpinion. Next, we would like to understand how you feel about these organizations/types of companies. Please indicate if your overall opinion is favorable or unfavorable for each of the following. (Very unfavourable, Somewhat unfavourable, Neutral, Somewhat favourable, Very favourable)
% Have
Favorable Opinion
Veterinarians
Local Animal Shelters
Animal Welfare Organizations
Groomers
Companies That Make Or Sell Pet Food
Pet Chain / Superstores
Companies That Make Or Sell Pet Supplies
Small / Independent Pet Stores
Small / Hobby Pet Breeders
Large / Company Pet Breeders
% Have
Unfavorable Opinion
85%
78%
72%
64%
60%
57%
56%
55%
40%
25%
10%
14%
20%
30%
29%
24%
34%
29%
31%
23%
5%
8%
8%
6%
11%
19%
10%
16%
29%
52%
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Anyone who breeds dogs for
profit regardless of how
the dogs are treated39%
A dog breeder that does not provide
proper care for the dogs23%
Any large scale commercial breeder of dogs 19%
A dog breeder that does not meet U.S.
government standards for animal welfare12%
Am not familiar with the term “puppy mill” 7%
These misconceptions and negative perceptions drive consumers away from bred animals, or
animals for purchase (online, from breeders, or from pet stores)
C2_PuppyMillDefinition. Thinking about the term "puppy mill," which of the following statements comes
closes to the way you would define this term:
A4_WhereWouldntGetPet. Are there any sources you would NOT consider getting pets from?
C1_StatementAgreement. Below are some statements having to do with pets. Please tell us what percent of Americans you think would agree with each statement. Please think about an average American, and for each statement, adjust the slider to indicate what percent of Americans you think would agree
with the statement regardless of what your own opinion might be.
What Is A “Puppy Mill”?
39%
37%
32%
29%
27%
Purchase online
Purchase from a pet chain/superstore
Breeder/hatchery/animal farm
Purchase from a small/local/ independent pet store
Purchase from a specialty store (fish/bird/reptile)
Where Consumers Would
Not Obtain Pets
60% agreePeople should never buy
pets, only adopt them from
shelters or rescues
57% agreeThe sale of animals in pet
stores is inhumane
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The most commonly known organizations are ASPCA, PETA, WWF, AKC, and HSUS
A8_PetOrgAwareness. Please indicate your level of awareness for each of the following organizations.
96%
91%
90%
85%
83%
54%
48%
42%
32%
31%
30%
90%
84%
81%
73%
77%
41%
34%
31%
25%
23%
22%
75%
64%
60%
52%
61%
26%
22%
19%
16%
15%
14%
Have heard of it
Are aware of it (at least have an idea of what the
organization does)
Are familiar with it (know a little or a lot about it)
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The majority have
favorable opinions of
these organizations
PETA is the exception
B1_OverallOpinion. Next, we would like to understand how you feel about these organizations/types of companies. Please indicate if your overall opinion is favorable or unfavorable for each of the following. (Very unfavourable, Somewhat unfavourable, Neutral, Somewhat favourable, Very favourable)
76%
76%
75%
74%
70%
69%
66%
66%
61%
56%
45%
15%
18%
17%
18%
24%
25%
26%
26%
30%
35%
21%
9%
6%
8%
8%
6%
6%
8%
8%
9%
9%
34%
% Have
Favorable Opinion
% Have
Unfavorable Opinion
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How do pet owners think
about their pets, and
what is important?
CHAPTER TWO
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Most Important Attributes
in Driving Favorability
Can be trusted to do the right
thing for animals
Genuinely cares about pets
Pet’s best interest in mind
Cares more about the well-being
of animals than profits
Smart
Reliable
Trust
Friendly
Caring
Generous
Sensible
Safe
EXPLICIT IMPLICIT
Security Belonging
Decision Influencers Snapshot
Pet owners care deeply about their companion animals, and expect pet industry
companies/organizations to do the same
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Most care deeply about their pets, are engaged in their well-being, and feel confident they’re
providing the best they can for their pets
A5_GeneralAttitude. Next, we would like to learn more about your general attitudes and behaviors when it comes to your pets. For each pair of statements, please consider which one you agree with more and whether you agree with it much more or somewhat more. If you agree with the statement on the left
more, indicate how much more by selecting one of the two boxes on the left. If you agree with the statement on the right more, indicate how much more by selecting one of the two boxes on the right.
My pet brings me joy every day 83% 17% Sometimes it is a hassle to have a pet
Pets help to increase my quality of life 83% 17%The pets in my household are for other household members or
functional purpose
I have no trouble finding information for my pets 82% 18% It is difficult to find the information I am looking for
I feel confident I am providing the best care I can 81% 19% I constantly worry that I am not providing the best care I can
I take my pet to the veterinarian routinely
for check-ups and preventative care69% 31%
I do not seek help from a veterinarian unless my pet is very
sick or injured
I actively seek out new information related to my pet 65% 35%I usually just happen to come across bits of
information pertaining to my pet/the care of my pet
I have concerns about what is in the food I feed my pet 56% 44%I trust the food manufacturers to provide
quality food for my pets
Money is no object or concern when it comes to my pet 54% 46%I worry about the costs involved in properly
caring for my pet
I am always interested in unique and new products/services/ways of
caring for my pet51% 49% I usually stick with what I know works for my pet
% Agree (Somewhat More or Much More)
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Not surprisingly, genuine care is a key influencer of pet owner decisions
A6_CareOfYourPet. Listed below are some things you might consider when you are making decisions about your pet or about the care for your pet. Please indicate the degree to which each of these influences your decisions when it comes to your pets.
67%It is important to me that the pet/pet care organizations and
companies genuinely care about the animals they raise/serve
51%I prefer to deal with pet/pet care organizations and companies that
support the greater animal welfare community
47%When getting a pet, it is important to me that I have a good understanding
of where the pet came from/what its background is
45%I believe all organizations and companies across the pet community share the
responsibility of finding homes for pets in need (homeless, abandoned, rescued)
35%It is important to me that the pet/pet care organizations and companies I deal with
strengthen and support my local community
% Strongly Influences Pet Decisions
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Similarly, organizations are perceived most favorably when they communicate animals being a
top priority and demonstrating genuine care
Drivers of Favorability (derived importance)
Independent Variable: B2_Ratings. For each statement below, please indicate which organizations/types of companies you feel each statement describes well. If none of them fit the description, please select None of these.
Dependent Variable: B1_OverallOpinion. Next, we would like to understand how you feel about these organizations/types of companies. Please indicate if your overall opinion is favorable or unfavorable for each of the following. (Very unfavourable, Somewhat unfavourable, Neutral, Somewhat favourable,
Very favourable)
117
112
109
106
99
99
98
94
94
93
92
88
Can be trusted to do the right thing for animals
Genuinely cares about pets
Pet’s best interest in mind
Cares more about the well-being of animals than profits
A resource I can trust for info on pets/pet care
Offers unbiased info on pets/pet care
Knowledgeable resource for pets/pet care info
Enables a happier life for me & my pet
Helps me do what's best for my pet
Good resource for new pet owners
A good partner in helping me care for my pet
Helps me provide the best for my pet
Most Important Explicit Attributes
in Driving Favorability
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Delivering on needs for Security and Belonging, like being a trusted, reliable, and caring source
for their pets and the care of their pets, are also high impact drivers of favorability
Drivers of Favorability (derived importance)
Independent Variable: B12_Exercise. We are going to show you a series of words. Please decide whether the word you see on the screen describes {INSERT ORGANIZATION/ENTITY}. Indicate, using the yes and no keys, whether the word describes the organization. Please give your answer quickly based on
your first gut reaction.
Dependent Variable: B1_OverallOpinion. Next, we would like to understand how you feel about these organizations/types of companies. Please indicate if your overall opinion is favorable or unfavorable for each of the following. (Very unfavourable, Somewhat unfavourable, Neutral, Somewhat favourable,
Very favourable)
134
122
77
67
Security(Smart, Reliable, Trusted, Sensible, Safe)
Belonging(Friendly, Caring, Generous)
Appeal(Cool, Attractive, Popular)
Exploration(Exciting, Fun, Innovative, Modern)
Belonging
Appeal
Appeal
Exploration
Exploration
SecuritySecurity
Most Important Implicit Attributes
in Driving Favorability
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Is the pet industry meeting
these consumer needs?
CHAPTER THREE
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Veterinarians, shelters,
and welfare
organizations are top
performers on both
explicit and implicit
measurements
Performance Snapshot
Veterinarians
Local Animal Shelters
Animal Welfare Organizations
Small / Independent Pet Stores
Groomers
Pet Chain / Superstores
Companies That Make Or Sell Pet Supplies
Companies That Make Or Sell Pet Food
Small / Hobby Pet Breeders
Large / Company Pet Breeders
Explicit Implicit
23 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Most entities within the pet industry are perceived positively on the important drivers of
favorability. However, consumers are less confident that the overall well-being of animals is the
top priority for larger pet-related businesses and breeders.
B2_Ratings. For each statement below, please indicate which organizations/types of companies you feel each statement describes well. If none of them fit the description, please select None of these.
Veterinarians
Animal Welfare Organizations
Local Animal Shelters
Groomers
Small / Independent Pet Stores
Companies That Make Or Sell Pet Supplies
Pet Chain / Superstores
Companies That Make Or Sell Pet Food
Small / Hobby Pet Breeders
Large / Company Pet Breeders
Can be trusted to do the
right thing for animals
Genuinely cares
about pets
Pet’s best interest
in mind
Cares more about the well-
being of animals than profits
87% 89% 85% 70%
72% 77% 76% 71%
67% 74% 74% 72%
59% 67% 58% 48%
57% 64% 59% 49%
49% 52% 50% 35%
42% 49% 48% 37%
49% 48% 48% 33%
38% 37% 36% 30%
26% 24% 23% 22%
Performance on the Most
Important Explicit Attributes
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Most perform well on Belonging and Security, the most important implicit metrics, though larger
pet-related businesses trail behind
B12_Exercise. We are going to show you a series of words. Please decide whether the word you see on the screen describes {INSERT ORGANIZATION/ENTITY}. Indicate, using the yes and no keys, whether the word describes the organization. Please give your answer quickly based on your first gut reaction.
79.9
77.3
75.8
68.8
71.9
70.4
62.7
61.2
52.9
34.9
Security Belonging Appeal Exploration
Veterinarians
Animal Welfare Organizations
Local Animal Shelters
Companies That Make
Or Sell Pet Supplies
Groomers
Small / Independent Pet Stores
Pet Chain / Superstores
Companies That Make
Or Sell Pet Food
Small / Hobby Pet Breeders
Large / Company Pet Breeders
67.7
62.7
62.2
64.8
65.3
60.2
66.7
58.7
47.8
38.0
83.0
75.8
74.2
71.1
71.9
68.7
64.1
66.0
49.8
36.9
65.0
61.3
59.8
65.2
61.0
59.4
62.1
58.5
45.7
37.3
MOST IMPORTANT
25 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Consumers feel the most connection with Veterinarians
B10_IIMExercise. Move your circle to best describe your relationship with the organization or type of company below. Please move your circle horizontally, either to the left or right. Once your circle is placed in this way, please click the ‘Continue’ button at the bottom of your screen.
Average: 41%
57% 49% 47% 41% 41% 40% 40% 38% 31% 24%Veterinarians Local
Animal
Shelters
Animal
Welfare
Orgs
Small/Ind.
Pet Stores
Groomers Pet Chain/
Superstores
Companies
That Make/
Sell Pet
Food
Companies
That Make/
Sell Pet
Supplies
Small/
Hobby Pet
Breeders
Large/
Company
Pet
Breeders
Affinity / Connection
(Implicit Identity Mapping®)
© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
How should PLC position
itself and what should the
message be?
CHAPTER FOUR
27 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Messaging Input Snapshot
Many are open to hearing from a collective pet industry group,
but messaging will need to be relevant and meaningful
Most would trust or
are neutral to the idea of
hearing from the collective
group
Messaging should focus
on the well-being of pets. Consumers react most positively
to messages showing dedication to
the health and well-being of the
pets
References to a
“community” will be better
received, while “animal
advocates” should be
avoided.The word “community” elicits more
positive reactions, and the term
“animal advocates” elicits more
negative reactions
28 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Most are open to messaging from a group like PLC, though the high amount of “neutral”
reaction suggests there is a need for more persuasive and compelling communication.
Messaging coming from a group that does not include “advocates for pets” is more likely to be
trusted.
C5_TrustMessages. First, overall, how likely would you be to trust messages coming from a group like this?
This might include companies that make or
sell pet food or products, raise or sell pets, and
veterinarians and academics.
This might include companies that make or
sell pet food or products, raise or sell pets,
veterinarians and academics, and
advocates for pets.
35% 30%Trust messages a little
or a lot from this group
Trust messages a little
or a lot from this group
47% 49%Are neutral about messages
from this group
Are neutral about messages
from this group
82%Trust or are neutral
about messages
from this group79%
Trust or are neutral
about messages
from this group
% Trust Messaging From Each PLC Description
29 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Animal Welfare Organizations
The description “animal advocates” does not successfully elicit positive perceptions, likely fueled
by perceptions that animal rights groups are “too extreme,” so there may be the potential to
replace the term with “animal welfare organizations” and leverage the highly favorable position
of these organizations
C1_StatementAgreement. Below are some statements having to do with pets. Please tell us what percent of Americans you think would agree with each statement. Please think about an average American, and for each statement, adjust the slider to indicate what percent of Americans you think would agree
with the statement regardless of what your own opinion might be.
B1_OverallOpinion. Next, we would like to understand how you feel about these organizations/types of companies. Please indicate if your overall opinion is favorable or unfavorable for each of the following. (Very unfavourable, Somewhat unfavourable, Neutral, Somewhat favourable, Very favourable)
C14_AWTrustChange. If these messages were endorsed or put out in partnership with animal welfare organizations, how would that impact your likelihood to trust the message?
55%Agree that animal
rights groups are
too extreme
72% 20% 8%
% Have
Favorable Opinion
% Have
Unfavorable Opinion
66%Would be more likely to trust
messages that were endorsed or
put out in partnership with
animal welfare organizations
30 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
In addition, PLC should also avoid any reference to the “pet industry” and instead refer to the
industry as the “pet care community,” as it garners a more positive reactionWhile overall sentiment is still largely neutral, the term “pet industry” evokes more negative reactions than “pet care community,” with more references to making money and
issues around the quality of pet food.
A7_PetIndustry_OE. Next, we’d like to understand what you think about the broader [INSERT “pet industry” OR “pet care community”]...what comes to your mind when you think of it? We’d like to know what comes to your mind overall; and if there are any specific organizations that come to mind please let us
know what those are as well.
Pet
IndustryPet Care
Community
Overall
Sentiment When
Describing the
“Pet Industry”
Negative Positive
Neutral
Overall
Sentiment When
Describing the
“Pet Care
Community”
Negative Positive
Neutral
31 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Messaging focused on the overall well-being and quality of life for pets, not about specific issues
or actions, will serve PLC best and further demonstrate that pets are PLC’s main priority
C6_MessageRanking. Below are some of the messages you might see from this group. Please rank these from 1 to 6, with 1 being the message you like most and 6 being the message you like the least.
30%
19%
15%
14%
12%
11%
Assuring the health, well-being and
quality of life for pets is our passion
The pet care community’s mission is to
promote a good home for every pet
The pet care community advocates for responsible breeding of
dogs and for the proper care of animals from shelters and
rescues
Every home who wishes to have a pet and
can care for it should have access to one
We are committed to working with regulators and
policy makers to help assure the best care for pets
The pet community works together to
enrich the lives of pet lovers
% Selected as Top Message
51%Agree that charity efforts
coming from the pet industry
are just for publicity
© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Recommendations
33 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
The PLC must establish credibility by driving consumer education, increasing
awareness of PLC, and enhancing understanding of the group’s mission.
Recommit to a Consumer-Driven Identity And Mission, One That Puts Pets First
o “Assuring the health, well-being and quality of life for pets is our passion” is a message that captures
these important category themes and was the top performer of the messages tested.
oCommunicate this mission clearly: the current level of awareness and understanding of the PLC is low. In
order to establish trust and credibility, consumers must know what the PLC stands for in order to more freely
accept messages
oConsider a name change: the name “Pet Leadership Council” is functional. It doesn’t paint a picture of a
group that actively advocates for animals and puts animals and their well-being first, as seen in PLC’s explicit
attribute ratings in this research and in feedback from the qualitative research conducted.
34 © 2019 ALL RIGHTS RESERVED CONFIDENTIAL
oRefer to the “Pet Care Community” and not the “Pet Industry” as this language evokes an overall more
positive reaction and is generally less tied to themes of money and profit, breeders, and puppy mills.
oRefrain from referring to “advocates for pets” as it generates slightly less feelings of trust when included.
Animal Welfare Organizations have strong positive perceptions, it’s possible that including this exact
term may increase trust.
Choose messages and “missions” wisely – those that are easily accessible for consumers and for PLC to
deliver on are where to begin.
And, Use Language and Context that will Resonate
© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
Any Questions?
© 2019 ALL RIGHTS RESERVED CONFIDENTIAL
JENNIFER VALENZUELAVice President, General Manager
310.552.7776
LRW
1900 Avenue of the Stars, Suite 1600
Los Angeles, CA 90067
www.LRWonline.com
For more information, please contact: