Joel Miller Alysha Clayton Nathan Young Aaron Rogerson
Group 3
IntroductionPawPrints: The Best Pet Spa in Roanoke
Research shows for positive results
Situation Analysis, Objectives, Target, Strategy, IMC Tactics
Southern Hospitality: Every Pets 2nd Home We have:
Gourmet Pet FoodTop Notch Chew ToysEverything you need for GroomingThe Best Supplements AvailableDog Cabins & Cat Condos
Situation Analysis (SW)Strengths
Pet Spa / Grooming Industry is boomingAmericans Own More Pets NowOver $55 Billion last yearWe have things no one else has
WeaknessesWe are a new company
Situation Analysis (O)Opportunities
Lots of potential growth
Roanoke Airport
New company, new ideas, new technology
Ability to be part of the community
Situation Analysis (T)Threats
6 Other Pet Spas / Groomers in Roanoke
1 Other Pet Spa in the Lynchburg Area
Pet Supply stores
Free pet sitters (friends, family)
Promotional ObjectivesDevelop Awareness
Build Customer Traffic
Enhance Firm Image
Increase Family Vacations
Target - Pet OwnersStatistics ● National: 38% Dog, 34% Cat
○72% of households own cats/dogs● Roanoke Population: 98,465 with 42,000
households (2013)○30,000 have pets
● 2.11 avg cats, 1.6 avg dogs
Population BreakdownBreaking Down Our Roanoke Target
● Age 40-54 and $50k+○ 20,000 people between 40-54 living in Roanoke
■ 14,000 (72%) own pets
○ 12,000 households make $50k+ (30%)■ 9,000 households make $50k+ and have pets
Best potential for money + customers
Persona: Tom and Mary● Both 48, educated, family-minded
● Travelers, spend time together / with friends
● Empty-nesting homeowners○ Son in college, dog at home
● Upper-middle class income○ Purchasing power○ Focus funds on family, quality
StrategyLet Our Family… Take Care Of YoursCreative:
Quality > Quantity Prestige & PamperingEnjoy Life More
StrategyMedia & Other:
BillboardsNewspaper & MagazinePetEx 2015Facebook CampaignPet Grooming VansFloor Stickers in Airport
Direct People to Our Website
Billboard ● $2,500 each for 4 weeks
○ 2 Airport Locations■ 300,000 impressions/week
○ 2 Freeway Locations■ 50,000 impressions/week
● $10,000 a month
May 1 – May 31Advertises soft opening
Newspaper + MagazineThe Roanoke Times (Newspaper) - $120 per month in The Roanoke Times, website- 128,000 readership
The Roanoker (Magazine)- Readers: $139k avg. income, active in
community- Bimonthly (~$3,000 per full page ad)
May 1 – May 31Advertises soft opening
Magazine
Newspaper
PetEx 2015● Hundreds attend annual expo● Two 10x10 Booths for $600 Dollars
○ $1,000 total – Supplies & Info● Create Brand Awareness & Community Relationship
Facebook CampaignTarget uses Facebook for social media
41,000 within 50 miles○ Interested in Cats & Dogs○ Potential 16,000 per day
● $50,000 for 12 Months○ Outsource to agency
May 1 – May 31Advertises soft opening
Soft Opening June
Grand Opening Vacation Sweepstakes● Waikiki Beach, HI Getaway
○ Drop pets off, go on adventure
● Starts June 1 (S.O.), ends August 1 (G.O.)○ Signups inside store during soft times
● $6,000 per couple – 3 Winners○ $18,000 total
June 1 – July 31Advertises grand opening and vacation sweepstakes
June 1 – July 31 Advertises grand opening and vacation sweepstakes
Magazine
Newspaper
June 1 – July 31 Advertises grand opening and vacation sweepstakes
Pet Grooming Vans (2)● Offers services from soft opening onward
○Pickup, on-the-go grooming, etc.○“Driving billboard”
● $90,000 per van, remodel, supplies, employee● $180,000 for 2
Grand Opening August
August 1 – April 1Advertises PawPrints in general
August 1 – April 1
Magazine
Newspaper
August 1 – April 1 Advertises PawPrints in general
Floor Stickers In Airport ● Run from August 1 to April 1
○Ad for PawPrints, relates to traveling
● $2,500 a month○$20,000 for 8 months
TACTICS May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
PetEx 2015 X
Soft Opening X
Vacation X
Grand Opening X
Billboard 1 2 2 3 3 3 3 3 3 3 3 3
News/Mag 1 2 2 3 3 3 3 3 3 3 3 3
Facebook 1 2 2 3 3 3 3 3 3 3 3 3
Grooming Vans 2 2 3 3 3 3 3 3 3 3 3
Airport Ads 3 3 3 3 3 3 3 3 31 – Soft Opening 2 – Grand Opening 3 – General Advertising
$18,320 $229,640 $150,360
Summary● PawPrints will become best pet experience● Target is viable, great potential● Many ideas to grow brand recognition & success● We know Big Results are in the future
Joel - 1 - 7, 12-13 , 33Nathan - 8-11 , 14-17 , 21 - 22 , 32 (GRID)Aaron - 18 - 20 , 23 - 31 ,
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