Guide Dog Class Lecture: Marketing and Communications

At Guide Dogs for the Blind, getting the word out about our services and the good work of our alumni, staff, and volunteers is of utmost importance. It is the job of our internal marketing team to spread the word about our mission, provide spokespeople to the media on a variety of topics, and highlight powerful stories featuring members of the GDB community. Exposure in the media helps boost our fundraising efforts, supports our volunteer recruitment programs, and helps us to reach people who could benefit from our services. Our marketing team is responsible for a variety of communication tools that help us share our stories: our website, podcast, promotional videos, social media channels, and literature, such as brochures and newsletters.

The Basics

At the start of your class experience, you will be asked to sign a media release form. This form gives GDB the ability to use your likeness in our marketing efforts. It also gives you the ability to opt out if you’re not comfortable. Opting out applies to any photographs that might be taken of you while in class, including the formal portraits on your graduation day as well as with your puppy raiser. GDB’s use of class photos for marketing purposes is minimal, but it does happen on occasion.

While at GDB your primary focus will always be on your training. Occasionally, the marketing team may wish to take photos or videos of clients during class. If this happens to occur during your class, it will be your option to participate or not. There is no obligation for any of our clients to be involved with marketing or public relations efforts. Any interaction will be expertly coordinated between GDB’s marketing team and the class instructional team. Our goal is to minimize impact on the class schedule and your progression in training with your new guide.

Personal Media Outreach

We understand that receiving a guide dog, a K9 buddy, or participating in our Orientation and Mobility Immersion program is exciting, and you may feel as though you’d like to reach out to the media on your own when you return home to share your experiences. Participating in media stories (print, television, radio, or online) can be excellent tools for raising awareness of blindness, sharing the power of our mission, and helping attract new clients and supporters. We want to help you represent yourself and GDB in the best possible light we can help you determine if or when these opportunities are appropriate. If you are presented with an advertising or media opportunity, prior to committing to or proceeding with the request, please contact GDB’s Marketing Department at [email protected] for approval and assistance. We will work with you to determine if the opportunity is a good fit for our brand, as well as help to coordinate, or provide assets (ad copy, photos, logos, etc.), as appropriate.

Please note: Representation of Guide Dogs for the Blind, including its intellectual property (photos and video of its dogs, puppies, and people; as well as any version of its logo – including on equipment like harnesses), is not allowed for commercial use or personal gain, without written permission.

Bringing Media Inquiries to You

On occasion, our marketing team will be approached by the media who would like to do a feature story in their local area or on a national level. We receive hundreds of media requests every year, from all over the United States and Canada – and sometimes even further abroad. In those instances, our marketing team will reach out to alumni in the specific area or with specific experiences to determine if there is interest in participation. GDB will never provide your personal contact information to the media without contacting you for permission first. We love to amplify these media stories sharing them via our various communication outlets, such as our blog, social media sites, or various newsletters.

Leveraging Your Network

Think of creative ways and places where you can get the word out about your new partnership and skills in your home area: your college, fraternal organization, employee, or social club newsletters are all great sources to consider. As noted above, please contact GDB’s marketing team for access to resources. Consider inviting your contacts to watch the live stream or recap of your graduation on GDB’s YouTube Channel. If you are personally asked by members of your community, a group, or school to give presentations about your experiences with GDB, please contact us to receive talking points and other materials including videos that can be tailored for audiences of all ages.

Connect with Us!

GDB has many ways to stay in touch with our community:

• Alumni News: A newsletter solely for GDB alumni. It contains training updates and matters of specific interest to graduates of our program.
• Guide Dog News: A quarterly newsletter that contains news of general interest about the organization.
• Tales Unleashed: Guide Dogs for the Blind's monthly e-newsletter, sharing news and stories from the GDB community.
• GDB’s blog, No Bones About It.
• GDB’s podcast, Central Bark.

You can also find GDB the following social media platforms:

• Facebook: facebook.com/guidedogsfortheblind
• Instagram: @gdb_official
• TikTok: @gdb_official
• LinkedIn: linkedin.com/company/guide-dogs-for-the-blind
• YouTube: youtube.com/user/guidedogsaregrea

If you wish to submit items for consideration in one or more of our publications or channels, please contact our marketing team. We appreciate your willingness to share your enthusiasm about your experience with Guide Dogs for the Blind with the public and especially with people who might benefit from our services,

You can stream the audio of the class lecture here, via a Soundcloud widget. If using a screen reader, please select the "Play" option below.