GroundFloor Media selected to promote CHIP YOUR CAT campaign to provide 150,000 free microchips for owned cats in Denver

DENVER, CO – (October 10, 2008) – GroundFloor Media, a Denver-based public relations agency, has been selected as the agency of record for CHIP YOUR CAT™, a joint program of the Denver Area Veterinary Medical Society (DAVMS) and the Dumb Friends League.

CHIP YOUR CAT, a collaborative program of the DAVMS, Dumb Friends League and participating members of the Metro Denver Shelter Alliance, kicked off a year-long campaign to provide 150,000 free microchips and lifetime registration for owned cats in the six-county Denver metro area: Adams, Arapahoe, Broomfield, Denver, Douglas and Jefferson counties. The program, sponsored by Bayer resQ™ and HomeAgain, will help raise awareness about the importance of microchipping cats, increase the frequency of feline veterinary care and enhance the image of cats as pets.

“Joining forces with GroundFloor Media to help promote a campaign about improving the health and welfare of cats in Denver is an exciting initiative,” said Ralph Johnson, executive director, DAVMS. “This program cannot work unless people know about it. Having GroundFloor Media help us launch the Web site and leverage messaging through alternative social media channels will make a huge difference in the success of this program.”

Bob Rohde, president of Dumb Friends League, added that the campaign will focus on cats because fewer than 10 percent of cats that are brought to shelters are ever reunited with their owners. This initiative intends to improve these numbers and the outlook for cats across all shelters in metro Denver. Last year, Metro Denver Shelter Alliance shelters received more than 30,000 cats; microchipping can help shelters reunite lost pets with their families.

The year-long integrated marketing campaign, which will involve veterinary clinics and shelter events across the Denver metro area, includes a campaign Web site ( and a proactive media relations and community outreach strategy. GroundFloor Media will focus its efforts on media relations in online and social media outlets.

“With CHIP YOUR CAT, the goal for GroundFloor Media is to promote awareness of the campaign in nontraditional media outlets such as Facebook and other online vehicles,” said Laura Love, GroundFloor Media’s founder and president. “Our team’s expertise in helping clients utilize the social media universe to further their marketing and public relations goals will enable us to create a loud online buzz around this important initiative while encouraging cat owners to get their pets microchipped.”

About GroundFloor Media GroundFloor Media, an award-winning public relations firm, is one of the fastest-growing companies in Colorado. Recently recognized by The Holmes Report as the Best Boutique Agency to Work For and one of three finalists named to the Denver Metro Chamber of Commerce’s Small Business of the Year award, GroundFloor Media is no stranger to accolades and boasts a roster of notable clients from a variety of industries. Staffed entirely by senior-level PR pros, GroundFloor Media’s clients include Qdoba Mexican Grill, Point B Solutions, America On the Move, Rally Software Development, CH2M HILL, Fuser, Colorado Garden Show, Inc., Bellco Credit Union and Children's Hospital Colorado. For more information, call 303.865.8110 and for a complete list of clients and capabilities, visit