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

Facebook

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

Facebook

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

Facebook

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 ,