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Austin Animal Center unveils three-year public-relations plan focused on outreach, language access and retention
Summary
AAC staff presented a three-year communications plan aligned with the shelter’s strategic plan; goals include improved Spanish-language materials, a newsletter, and broader partnership outreach to reduce intake and increase retention and adoptions.
Austin Animal Center staff outlined a three-year public relations plan intended to support the shelter’s 2025 strategic plan and to improve community awareness, language access, and pet-retention work.
Elizabeth Ferrer, public information and marketing manager, said the plan focuses on building trust, tightening internal communications, and expanding outreach into Spanish-speaking and lower-income communities. Ferrer said the plan will be aligned with a citywide rebrand scheduled to roll out in October, which will influence timing for new signage and collateral. Ferrer described Phase 1 as setting the stage (guides, launch outreach), Phase 2 as publishing a public newsletter and deeper community campaigns in 2026, and Phase 3 as expanding digital and print toolkits and community events in 2027.
Melissa Poole, interim chief administrative officer, said staff realignments have already assigned some outreach responsibilities to Ferrer’s team to ensure the plan is implemented and not simply conceptual.
Ferrer emphasized translation and access: the website already includes a translation tool and the plan will prioritize Spanish-language outreach; staff cited having bilingual public-health educators and the ability to supply Spanish print flyers. Ferrer also said the communications team is using partnerships, short professional videos, and influencer outreach to reach more audiences; she noted the city’s rebrand will require some collateral to be held until the new visual identity is available.
Commissioners asked about reaching non-email frontline staff and about tying outreach to other city programs; staff offered to provide printed materials and to work with commissioners to distribute flyers. Ferrer also invited commissioners to share contacts or community groups to help distribute information on spay/neuter clinics and other services.
Ending: Staff said they will proceed with the communications plan while coordinating with the citywide rebrand, publish a newsletter in 2026, expand Spanish-language outreach, and share flyers and digital assets with commissioners for community distribution.
