Case Study
Paws Up for 100 Years:
Turning a Milestone into Momentum
Client: Sioux Falls Area Humane Society
Overview
To mark 100 years of service to the Sioux Falls community, the Sioux Falls Area Humane Society launched Paws Up, a week-long celebration designed and executed by Bethany Buitenbos. The goal was not just to celebrate the milestone but to honor the shelter’s legacy, increase visibility, reconnect with regional rescues, and create new opportunities for engagement and education.
The campaign activated local businesses, families, and leaders through in-store promotions, civic recognition, and inclusive community events. Bethany also took it a step further, digging into the shelter’s century-long history and preserving it for future generations, proving that meaningful marketing can be as reflective as it is forward-thinking.
Challenges
The centennial offered a rare opportunity, but with a small team and limited resources, Bethany had to build a citywide celebration from the ground up while strengthening strained rescue relationships and preserving 100 years of history
Needed to create a meaningful campaign with a limited budget and staffing
Had to strengthen or re-establish relationships with local rescues
Required high public visibility and brand storytelling without overwhelming event logistics
Results
Bethany developed a layered campaign that brought the Humane Society into every corner of the community. Branded paw cutouts were delivered to local businesses, who were encouraged to post photos using #PawsUpSFAHS to show their support.
To rebuild collaboration between organizations, Bethany coordinated a Rescue Community Night, uniting regional rescues for the first time in years, laying the groundwork for future partnership. A screening of Beethoven at West Mall 7 appealed to families, while Bethany worked directly with the Mayor’s office to officially declare June 23–30 as “Paws Up” Week in Sioux Falls. The celebration ended with a free-will adoption week, a community carnival at the shelter, and a renewed sense of shared investment in the shelter’s future.
Bethany also took on the massive historical lift of researching the organization’s full century of existence, contacting local historians, combing through libraries, scanning archived documents, and reviewing decades of newspaper clippings. She then curated and published these into a professionally printed book chronicling the shelter’s evolution over 100 years, giving the public and the organization a lasting historical resource.
All of this was conceptualized, coordinated, promoted, and produced by Bethany, while also overseeing an event coordinator, a volunteer coordinator, and a team of volunteers, and mobilizing SFAHS staff to support the celebration across departments.
The Solution
The Benefits
Brand Elevation
Positioned SFAHS as more than just a shelter, but also a community connector and a leader.
Legacy Preservation
Digitized and published a full historical archive, securing the shelter’s story for generations.
Rescue Relationship Repair
Reconnected local rescue groups, building unity for future collaboration.
City-wide Visibility
Community members and businesses physically and digitally rallied behind the campaign.
Inclusive Programming
Events were tailored to kids, families, donors, and business partners alike.