Report 2019-121 Recommendation 5 Responses
Report 2019-121: California Department of Food and Agriculture: Poor Management Threatens the Success of the Pet Lover's Specialized License Plate Program (Release Date: March 2020)
Recommendation #5 To: Food and Agriculture, Department of
To ensure that the Pet Lover's program remains viable, Food and Agriculture should immediately begin using marketing and promotional strategies similar to those used by other specialized license plate programs to encourage vehicle owners to purchase the Pet Lover's plate, and should continue to ensure that the Pet Lover's plate remains on DMV flyers.
1-Year Agency Response
Due to impacts of COVID-19, the DMV temporarily halted the purchase of specialized plates. During that period of time, the Pet Lover's plate remained on the DMV flyer. However, promotional efforts were otherwise halted as members of the public could not purchase new plates. The DMV recently resumed accepting orders for personalized plates and CDFA will continue to promote the plate. Ongoing and future efforts to promote the plate include the following: DMV flyer; the 2021 Pet Lover's Request for Proposals encouraged participants to promote the purchase and renewal of the personalized plate; the 2020 Pet Lover's final report requests that grant recipients share images or links of project successes that CDFA can share through social media to promote the plate in the future; and all press releases related to the grant program (at least three annually) provide information for readers interested in purchasing the plate.
- Estimated Completion Date: June 2021
- Response Date: March 2021
California State Auditor's Assessment of 1-Year Status: Pending
6-Month Agency Response
The Pet Lover's plate will remain on the DMV flyer for the current fiscal year and CDFA anticipates this process will continue in future years. COVID-19 impacts have affected implementation of additional marketing and promotional activities; however, CDFA is developing additional strategies for marketing and promotion of the Pet Lover's license plate, both internally and as part of the 2021 Pet Lover's Solicitation. These strategies include but are not limited to highlighting Pet Lover's program success stories on the CDFA Spay/Neuter website; sharing success stories on CDFA's social media platforms; and including promotion of the Pet Lover's license plate as a requirement for 2021 Pet Lover's grant program recipients.
- Estimated Completion Date: 03/01/2021
- Response Date: September 2020
California State Auditor's Assessment of 6-Month Status: Pending
60-Day Agency Response
The department indicated it will respond at the six month mark.
- Estimated Completion Date: tbd
- Response Date: August 2020
California State Auditor's Assessment of 60-Day Status: Pending
Agency responses received are posted verbatim.