|
Meet Golden Media Star Rusty
Rescued Retriever Becomes Promotional Pooch for Coldwell Banker
By Quentin Roux, Marco Island Eagle Staff Writer, March 6, 2002
|
Rusty, the Golden Retriever being used in
the local Coldwell Banker McFadden and Sprowls media promotions, makes acquaintance with agent Lou Jones. Looking on is regional marketing director, and owner of the dog, Dawn Wrobleski. Quentin Roux. |
Coldwell Banker McFadden
& Sprowls' newest employee is every manager's dream. She's not interested in a salary or benefits, is prepared to work
any time, never pilfers office stationery or pens, never feigns illness and isn't the
slightest bit interested in office politics.
All that Rusty the Golden Retriever
really wants is a reassuring pat on the head, the occasional bowl of food and a cozy place
to snooze in canine comfort at night.
In exchange, she is the new
promotional face on Coldwell Banker print, TV and Web site advertisements throughout the
real estate company's dozen offices around Southwest Florida, including Marco Island.
Rusty's appearance on the
local scene as official company mascot complements the use of a similar hound that appears
in Coldwell Banker ads nationally as well as internationally. The dogs' promotional
catchline is that of personal retriever in terms of searching for properties
for clients, fetching them and delivering via e-mail.
Her job done, Rusty takes a break.
Quentin Roux |
|
Local Coldwell Banker
Marketing Manager Dawn Wrobleski, who also happens to be a dog lover, came up with the
idea of finding a local Rusty, and immediately received corporate approval.
I got her through a Golden Retriever rescue organization outside the Miami area
while I was surfing the Internet looking for retriever photos for our own (local) company
Web site, Wrobleski said during
a Marco promotion last week.
She arranged to take in a dog if one ever came up homeless in the area,
and before long, Rusty materialized. It was October of last year, and when Wrobleski laid
eyes on the dog, she was appalled. The animal was in a wretched condition.
She was 50 pounds overweight, probably from eating continually
out of Dumpsters, Wrobleski said. She couldn't even climb up and down
stairs. Wrobleski immediately put the dog on lean dog food and kept her
separate from her two other dogs a Catahoula 'coon hound
and a Rottweiler/chow pound puppy" cross to
prevent the retriever from nabbing extra food. Five months later, Rusty had slimmed
remarkably. Her coat shone, her eyes glistened, and she was clearly ready for her new role
as pin-up pooch for Coldwell Banker.
Today she's a veteran in
the promotional game, featured on the local company division's GoRustyGo Web site, on
business cards, homesite signs and even on T-shirts. Rusty's exposure, Wrobleski said, should further enhance the
Southwest Florida Coldwell Banker operation, which rates No. 1 in Florida within the
company and 12th internationally.
The Web site, Wrobleski added, provides an innovative and user-friendly
method of assisting consumers with their home-buying experience while driving leads to
Coldwell Banker McFadden & Sprowls Sales associates. In effect, Rusty guides users to
enter specifics about the type of home they are looking for, such as number of bathrooms,
bedrooms and price range, she said.
Part of the idea of bringing
in a local Rusty, Wrobleski continued, was simply to put a fun spin on
the promotional idea. She will be used in all advertising promotions in Lee and Collier
counties. Each of the Coldwell Banker affiliates, such as the one on Marco Island, is
independently owned and operated. The 12 local affiliates comprise 300 sales agents. Wrobleski said another Coldwell Banker initiative under way at the
moment is promoting a concierge service, which (through Rusty as well)
fetches services providers in the area.
People who buy from us become customers for life, Wrobleski said, and can take advantage of our recommended vendors from everything to
landscaping, travel arrangements and even charter fishing.
We
heard from Rusty's Mom Dawn [7/02]. Have you ever seen two more gorgeous girls? It seems
that Rescued Rusty has now become Retired Rusty! Mom has also left Coldwell to work on her
own, so she is enjoying being at home with her special girl.
According to Dawn, Rusty
spends her days at home catching lizards and playing fetch with her 'sister' Osa, a
Rottie/Chow Mix and 'brother' Zeke, a Louisiana Catahoula Leopard Dog. This Golden
gal, of course, makes the family complete with her sweet disposition and her loyal Velcro
ways.
And, this is not just another pretty face. Rusty's got brains and beauty able to understand every command in both Spanish and
English. We are soooooo jealous!
|
|