“FOR FURRY LITTLE CHILDREN”
Table of ContentsSituation Analysis............................................................2		 Company and Product His...
Creative Concept.............................................19-20		 Word Association........................................
“The greatest pleasure of a dog is that you maymake a fool of yourself with him and not onlywill he not scold you, but he ...
Situation Analysis2
Company & Product History3	 Founded by Mary Charles Howard and Mike Sprayberry in 2010, FivePoints Four Paws is a pet-sitt...
Product EvaluationLOCATION:Five Points Four Paws services are available to customers 		 in the Athens-Clarke and Oconee co...
Consumer EvaluationFive Points Four Paws attracts a variety of pet owners in the Athens-Clarke countyarea. Our campaign fo...
6Secondary Target Market: The Exuberant PamperersSingle, Affluent Women living in Athens, Ages 45-70	 The Exuberant Pamper...
Competitive Evaluation7Certain Athens businesses provide similar services to those ofFive Points Four Paws, including Home...
Competitive ChartPET SITTERS SERVICES PRICING LOCATIONHome Away From Home PetSitting Serviceconsultations, pet visits with...
Brand EssenceATTRIBUTEStrustworthy, reliable,flexibleSTRENGTHSspecialized services,certified pet-sittersPERSONALITYplayful...
Pet TrendsCertain pet trends have emerged recently that change the marketing dynamic of pet products.People are putting a ...
SWOTSTRENGTHSFive Points Four Paws offers very specialized services and does not have a lot of competition in the Athens a...
OPPORTUNITIESFive Points Four Paws does not have much competitionin Athens due to their specialized services, so there isg...
Marketing and CommunicationDirection13
Communication Objectives, Strategy& RationaleADVERTISING/COMMUNICATION OBJECTIVES:To increase awareness and positive perce...
Target MarketsLILLY15Lilly Kallins is a 65 year old woman living in Athens, GA who lost her husband to cancer last year.Sh...
MELISSACOREYMelissa Goodman is a young married mother with twochildren in elementary school. In betweenrunning the kids to...
Creative BriefCLIENT NAMEFive Points Four PawsMEDIA VEHICLESOnline: Search and Pay Per ClickPrint: Fliers, Brochures, Prin...
INSIGHT“I am very involved in my kids’ lives and school activities, and don’t have the time I wish I had to devoteto my pe...
Creative Concept19	 Five Points Four Paws knows that the relationship between pets and their owners is somethingspecial, b...
20	 Five Points Four Paws also realizes the concernsits clients may have about the safety of not only theirpet, but of the...
Word Association21
22Insights•	People feel guilty leaving their pets at home alone.•	Owners want to avoid leaving their pets in a kennel at a...
Tactics and Executions23
24Print Advertisements
Print Advertisements25
Print Advertisements26
:30 Television Spot Story Board27VIDEO: (CU) Mud on hardwood floorsAUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (LS) Fade to fol...
28VIDEO: (LS) Fade to following the 	toilet paper down the hallway.AUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (MS) Cut to tras...
ViralThe concept of having a Five Points Four Paws Facebook and Twitter page from the perspective of a dog would be a fun ...
Guerilla30Our guerrilla tactic involves installing a replica of agumball machine alongside printed dog paw printsleading u...
IMCFive Points Four Paws Presents...P lay Date in the ParkCelebrate your furry little kids with us!For Furry Little Childr...
IMC32Furry Child on BoardFor Furry LittleChildren(706) 410-1134A “Furry Child on Board” paw magnet placed on theback of ca...
IMC33
Future Reccommendations34	 A re-design of Five Points Four Paws’ current website couldgenerate an enhanced image of the bu...
CHRISTABEL BELONWU•AIMEE CUNDIFF•JACQUIE DERSHOWITZLIZZY JERNIGAN•CYLLA SENII•KATIE WAGGAMON
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Furry Little Children Campaign

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Project required that students apply classroom knowledge to develop a strategic communications plan and accompanying creative for a local Athens area business. For the client, team members:
- assessed the current business situation, including examining business practices, customer base, marketing efforts, etc.
- developed a set of marketing and communication objectives for the coming year.
- developed a creative brief that includes main messaging, branding elements, and support for the campaign promise.
- developed creative concepts and executions across a variety of appropriate media.
- presented campaign recommendations in a professional manner at the close of the semester.

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Furry Little Children Campaign

  1. 1. “FOR FURRY LITTLE CHILDREN”
  2. 2. Table of ContentsSituation Analysis............................................................2 Company and Product History...................................3 Product Evaluation..................................................4 Consumer Evaluation............................................5-6 Competitive Evaluation.........................................7-8 Brand Essence........................................................9 Trends.................................................................10 SWOT...............................................................11-12Marketing and Communication Direction...........................13 Communication Objective, Strategy & Rationale........14 Target Market Profiles........................................15-16 Creative Brief....................................................17-18
  3. 3. Creative Concept.............................................19-20 Word Association.................................................21Insights..............................................................22Tactics and Executions....................................................23 Print Advertisements.......................................24-26 Television Spot...............................................27-28 Viral..................................................................29Guerilla.............................................................30IMC...............................................................31-33Future Recommendations..............................................34
  4. 4. “The greatest pleasure of a dog is that you maymake a fool of yourself with him and not onlywill he not scold you, but he will make a fool ofhimself too.” - Samuel Butler1
  5. 5. Situation Analysis2
  6. 6. Company & Product History3 Founded by Mary Charles Howard and Mike Sprayberry in 2010, FivePoints Four Paws is a pet-sitting business offering services to those living inClarke and Oconee counties. The owners have a lot of experience working withanimals, and aim to treat each pet as if it were their own. Howard andSprayberry emphasize a friendly, professional environment and work to gaintrust and loyalty from their customers. Five Points Four Paws is a member of the National Association ofProfessional Pet Sitters and provides services for a variety of animals includingdogs, cats, birds, and reptiles. Services are affordable and include dog sitting,pet taxi rides, sleepovers, dog park trips, and even exotic pet sitting. The petsare taken care of in their owners’ homes in order to eliminate feelings of stressand unfamiliarity. Prior to commitment, each customer meets with Howard orSprayberry for a complimentary consultation where pets, house concerns, andlegal issues associated with the services are discussed. The company alsooffers discounted prices for weekly and monthly services, and a special deal isavailable for UGA game days. Five Points Four Paws caters to the individualized needs of each pet and offers a variety of services to enhance the life of animals.Mary Charles HowardMike Sprayberry
  7. 7. Product EvaluationLOCATION:Five Points Four Paws services are available to customers in the Athens-Clarke and Oconee counties. These areas include Winterville, Watkinsville, Athens, Bogart, Bishop, New High Shoals, and Farmington, Georgia.SERVICES AVAILABLE: Dog Visit, Dog Park, Dog Hike, Sleepover, Pet Taxi, Exotic Pet Sitting, House Sitting, Vacation Package, “Frequent Furball” PackageATTRIBUTES/ BENEFITS:· Free consultation· Variety of pet services to fit the customers’ needs· Flexible hours and availability· Offers services for a variety of pets· Pet service discount packages· Offers basic household upkeep servicesPRICING:Five Points Four Paws’ available services are priced starting at $8. The prices of the services vary upon frequency, length of time, and number of pets.4
  8. 8. Consumer EvaluationFive Points Four Paws attracts a variety of pet owners in the Athens-Clarke countyarea. Our campaign focuses on two target markets that frequently use the servicesoffered by Five Points Four Paws: busy mothers and exuberant pamperers.5Primary Target Market: Busy Mothers Women who live with their families in Athens, Ages 25-45 This subgroup of the Athens population is busy mothers between theages of 25 and 45 who are married and settled into their lives in the area.They have young children enrolled in local schools and are involved incommunity activities. These young moms are usually responsible for makingarrangements for the pets when their family takes a vacation. They come toFive Points Four Paws for the trustworthy and dependable staff and affordableprices. When busy mothers invite Five Points Four Paws’ qualified pet-sittersinto their homes, they know that they are leaving their pets in safe andreliable hands. More than anyone else, busy mothers realize how freeing itcan be to go on a long, relaxing vacation or even a day trip to the city withoutworrying about their responsibilities at home.
  9. 9. 6Secondary Target Market: The Exuberant PamperersSingle, Affluent Women living in Athens, Ages 45-70 The Exuberant Pamperers are affluent, middle-aged women living alonein the posh homes of Athens-Clarke County. They take pride in their pets andtreat them as if they were their children. These women are willing to spendextravagantly to ensure not only their pet’s safety, but the quality oftreatment, excessive pampering, and “fun” activities. These women commendFive Points Four Paws for their personal accommodation to these desires. Theyare attracted to the business because of the comfort they feel with Five PointsFour Paws’ friendly staff and the reassurance that their pooch will be treatedlike one of the family.
  10. 10. Competitive Evaluation7Certain Athens businesses provide similar services to those ofFive Points Four Paws, including Home Away From Home Pet Sit-ting Service, Pet Sitting & More, Wonder Woman Services, AthensHome and Pet Sitters, and Fetch the Leash. Home Away fromHome can clean animal cages and fishbowls, perform outdoorgardening tasks, and administer medicine for pets. Pet Sitting& More, a local Athens company, offers amenities such as “playand cuddle time,” litter box cleaning, and pet transports. Fetchthe Leash is a pet sitting business that provides services such asconsultation, pet sitting, quick visits, and pet taxis. Fetch theLease is Five Points Four Paws’ biggest competitor because of thesimilar services provided by each business.
  11. 11. Competitive ChartPET SITTERS SERVICES PRICING LOCATIONHome Away From Home PetSitting Serviceconsultations, pet visits withcomplimentary services, cleaninganimal cage or fishbowl,watering outdoor garden,weedingFree ConsultationPet Visit: $8 per visitTravel rates: Free for first sixmiles, then $1.00 per mile (onlycharged for one round trip perday)375 Boulevard,Athens, GAPet Sitting & More pet visits with complimentaryservices: play and cuddle timewith pets, yard turnout, dailydog walking, feeding andwatering, cleaning litter box,cleaning cage, feeding fish,overnight visits and pet transportPet Visit: $17 per visit 490 BarnettShoals Road,Athens, GAFetch the Leash consultation, pet sitting withcomplimentary services, quickvisits, mid-day dog walking, dogsleepovers, pet taxi, bath, blowdrying and furminating pet, dogpark/dog hike, variousmiscellaneous servicesFree ConsultaionPet Visit: $12 per visitDog Walking: $14 per walkSleepovers: $65 per nightPet Taxi: $30 per hour + gasDog Park/Hike: $25OglethorpeAvenue,Athens, GA8
  12. 12. Brand EssenceATTRIBUTEStrustworthy, reliable,flexibleSTRENGTHSspecialized services,certified pet-sittersPERSONALITYplayful, responsible,comfortableBENEFITSconvenient for petowners, reasonablypricedWHAT IT SAYS ABOUT YOUI love my pets and want togive them the bestlifestyle possible.SOURCES OF AUTHORITYpositive testimonials on website:www.fivepointsfourpaws.com9
  13. 13. Pet TrendsCertain pet trends have emerged recently that change the marketing dynamic of pet products.People are putting a significant emphasis on the lifestyle quality of their pets and want toinclude these furry creatures in every aspect of their family’s everyday life.• People want the best for their pets (healthy “natural”food, good care, etc.)• Web TV and bloggers are gaining influence• Educational toys for pets will increase• Green awareness• Do something fun but cheap with your pet (dog parks,dog parties, etc.)• People don’t have a generous income but are lookingfor time to spend with pets• Many hotels and restaurants are introducing morepet-friendly policies• Pet products designed with convenience inmind are emerging (programmable feedingand drinking systems, battery-operated toys,self-cleaning litter boxes, etc.)• More personalized pet products (monogrammedsweaters, custom-made food and water bowls) tomake pets feel like they are part of the family10
  14. 14. SWOTSTRENGTHSFive Points Four Paws offers very specialized services and does not have a lot of competition in the Athens area.Their services are extremely convenient for pet owners because sitters go directly to the customers’ residences inorder to care for the animals. Mary Charles Howard and Mike Sprayberry, the owners of the company, arereliable and trustworthy with multiple references. Compared to other services, animals cared for through thisbusiness will not have to suffer in a kennel and can stay in the comfort of their own home. Five Points Four Pawsis less expensive than other pet-sitting facilities in Athens, and their business can serve as a wonderful alternativeto using friends or unfriendly services to care for your pets. Five Points Four Paws provides full coverage servicesfor your pets: consultation, dog walking, feeding, playing, hikes, park, sleepover, cat sitting, exotic pet sitting, pettaxi, house sitting, vacation getaway, daily visits, monthly visits, and more.WEAKNESSESFive Points Four Paws does not have enough awareness inthe Athens area. This business needs to develop a betterway to promote their services and get their name out in themarket. Additionally, their budget is small, and pricing oftheir services may be too high for certain age groups in themarket. Both pricing and awareness contribute to Five PointsFour Paws’ inability to saturate the Athens area market.11
  15. 15. OPPORTUNITIESFive Points Four Paws does not have much competitionin Athens due to their specialized services, so there isgreat opportunity for this company to grow significantlyand saturate the market. If they have the rightadvertisements and a better marketing strategy, theyare bound to increase awareness and profitsexponentially.THREATSVeterinary offices, Classic City Dog Walkers, andkennels are the business’s main competitors. Theseservices could take some of Five Points Four Paws’customers away. Additionally, the lack of awarenessand proper advertisements can keep their businessstagnant if these elements are not improved upon.12
  16. 16. Marketing and CommunicationDirection13
  17. 17. Communication Objectives, Strategy& RationaleADVERTISING/COMMUNICATION OBJECTIVES:To increase awareness and positive perceptions of the services offered by Five Points Four Paws by50% among pet owners, ages 25-45, by the end of December 2012.ADVERTISING/COMMUNICATION STRATEGY:To communicate the importance and existence of Five Points Four Paws as a trustworthy animal servicefor pet owners in the Athens area and surrounding regions.CREATIVE/MESSAGE STRATEGY RATIONALE:Five Points Four Paws offers great, specialized pet sitting services in the Athens area, but theirbrand’s presence is not established enough in the marketplace to impact the target audience’sperception of it. Customers of this business seek reliable and trustworthy people to care for their pets.A creative campaign that emphasizes how Five Points Four Paws will care for their customers’ petswith the loving attention that a parent would give to a child will relay the message in aneffective way. Each advertisement will feature a pet executing childlike activities and willportray the brand as the parent figure that can care for any “furry little child.” 14
  18. 18. Target MarketsLILLY15Lilly Kallins is a 65 year old woman living in Athens, GA who lost her husband to cancer last year.She is still mourning her loss, but friends have encouraged her to participate in communityactivities and take weekend trips to visit her children in Atlanta. She is a retired school teacher, andstill tutors children in math two days out of the week. Lilly is also the proud owner of two Airedaleterriers, Eli and Quinn, and a cat, Lucy. Although her pets are not extremely energetic, Lilly feelsthat she cannot always keep up with them by herself, and often wishes she had someone to help hertake care of the animals. She is unaware of many pet services in hercommunity, but wants to make sure that the pet sitter she hires isvery trustworthy and dependable, and able to take care ofher dogs and cat while she is away on the weekends andtreat them as if “they were their own children.”
  19. 19. MELISSACOREYMelissa Goodman is a young married mother with twochildren in elementary school. In betweenrunning the kids to school, basketball practice, andplay dates, Melissa works full time as a personalbanker. Her husband travels a lot for business, so sheusually takes care of the children and the householdduring the week. In addition to her two kids, Melissaalso has three other little children: her dogs Freckles,Lacey, and Charlie. It’s like having three morechildren in the household. Sometimes, the dogs makemore of a mess than her kids do. With such a hecticschedule, Melissa does not always have enough timeto dedicate to taking care of the dogs as shewould like: “I need a reliable and affordableservice that will take care of my furry littlechildren as if they were their own.”Corey Mason is a 30 year old singer/songwriter inAthens, GA. Corey is very passionate about his musiccareer and is constantly looking for gigs in bars andcountry clubs in the area. Corey’s other passion is hisbest pal, Scotch. Not the alcoholic beverage, but his120lb Great Dane that he loves so dearly. Lately, Coreyhas not had enough time to play with Scotch becausehe has been busy looking for gigs, practicing with theband, and writing songs. He desperately needs helptaking care of his big pal because he hates to leaveScotch all alone as he practices with the band. “Scotchis my perfect little kid; I can’t just leave him at theguys’ place because they won’t pay enough attention tohim… if only there was another way, hmm...”16
  20. 20. Creative BriefCLIENT NAMEFive Points Four PawsMEDIA VEHICLESOnline: Search and Pay Per ClickPrint: Fliers, Brochures, Print AdsOut-of-Home: Guerrilla tactics in downtown AthensKEY FACTFive Points Four Paws provides friendly, trustworthyservices that compliment the trend toward a betterquality of life for pets. However, pet-owners areunaware of this business due to poorcommunication efforts.PROBLEMPeople need a safe and reliable place to leave their pets while they are away or on vacation, but they are unaware of the affordable, dependable services that are available.OBJECTIVETo raise awareness of the services offered by FivePoints Four Paws by 50% among working women,ages 25-45 by December 2012.TARGET AUDIENCEKim Caldwell is a 38-year-old single mother of twosons, Zach, age 12, and Chris, age 8. In betweenrunning the kids to school, soccer, and home, Kimruns her own trendy boutique in downtown Athens.Kim is the proud owner of two beagles, Sammy andDakota, and a lizard named Fred. She is always onthe go, tries to make others happy, and feels guiltyleaving the pets alone at home so often. She wouldlike to hire a service to take care of her dogs andlizard while she’s out, but in the little time she had tolook into it, she could not find any pet-sitters onlineand tried to find one by word of mouth. She isskeptical, though, about letting a strange personcome into her house, and would like to have someonetrustworthy, like a friend, come take care of her pets.17
  21. 21. INSIGHT“I am very involved in my kids’ lives and school activities, and don’t have the time I wish I had to devoteto my pets. I always feel bad leaving Sammy and Dakota at home while I’m out running errands. I’ve hiredthe boy next door to come watch them a few times, but I would like to find someone who can come moreoften. I’ve thought about hiring someone from a service, but I’m not comfortable with the idea of apet-sitter who I’m not familiar with coming into my home. I really don’t want to leave my dogs at thekennel because of its bad reputation, but I don’t know of a service that is both personal and trustworthy.”PROMISEFive Points Four Paws will care for my pets as if they were their own.SUPPORT• Free consultation to ensure comfort and trustworthiness• Offers numerous services for a variety of pets• Member of National Association of Professional Pet Sitters• Flexible hours and prices• Approachable and personable employees• Weekend stays and over-nights availableMANDATORIES• Five Points Four Paws logo• Website URL• Phone number18
  22. 22. Creative Concept19 Five Points Four Paws knows that the relationship between pets and their owners is somethingspecial, but how do the clients view this owner-to-pet bond in relation to the company? We foundthat customers tend to see themselves not just as “pet-owners,” but as loving parents responsible forproviding the best possible lifestyle for their pet. Throughout our ad campaign, we want customers toview Five Points Four Paws as a trusted friend who cares for their pets in times of need. Five Points Four Paws knows that its customers’ pets are part of the family. They are messy, cute,and require special treatment. People love their pets and their pets, very enthusiastically, love themback. When a dog owner gets back from vacation, their furry little animal just can’t contain theirexcitement. Then, the owner looks past those big brown eyes … into a room full of cushion shreds andpantry contents strewn across the floor. Well, it might just be time for a sitter. True, sitters are typically for kids, but when was the last time someone left a pet at home anddidn’t worry about the mischievous activities it could get itself into? Pet-owners know that their petscan be much like their kids, and therefore Five Points Four Paws designates them “furry little chil-dren.” Five Points Four Paws values the bond owners have with their pets, and believes in treating themin accordance with this special status. This is why the company’s main focus is treating those furry children with the care and praise devoted to real children. This involves loving and playing with the pets, taking care of their daily needs, watching out for their safety, and keeping them out of mischief.
  23. 23. 20 Five Points Four Paws also realizes the concernsits clients may have about the safety of not only theirpet, but of their home and belongings. For this reason,Five Points Four Paws hires only qualified and friendlypet-sitters to ensure the loyalty and trustworthiness ofits clients. We have generated the look and feel of the“Furry Little Children” campaign to capture the spe-cific moment of guilt a pet feels when their “parent” isabsent and the pet has done – or is about to do – justwhat “mom” told him or her not to do. The campaignuses snapshots of these real-life moments to capturethe essence of a pet’s childlike behavior. Mom’sunsuspecting warning is visually or audibly voiced-over the scene of a mischievous dog, and uses termsof endearment that are typically directed toward achild. This alludes to the idea that she might betalking to her child rather than her dog. Ultimately, Five Points Four Paws wants itsclients to take away the evident connection betweencaring for a child and a pet. Five Points Four Pawswill treat its customers’ pets just like family, just likefriends, just like furry little children.
  24. 24. Word Association21
  25. 25. 22Insights• People feel guilty leaving their pets at home alone.• Owners want to avoid leaving their pets in a kennel at allcosts.• Animals are like kids: messy, energetic and want to play allthe time• People can’t resist “puppy dog eyes.”• Some owners like to dress up their dogs for holidays andcertain occasions.• People drop whatever they are doing to accommodate theiranimals’ needs.• Little kids sneak food to dogs under the table.• People make Facebook pages for their pets.• Generally, owners do not enjoy the hassles of training a pet –especially potty-training.• When owners are away, dogs will tear up furniture and digthrough trash.• People use funny and high pitched voices to speak to theirdogs, just as they would toward their children.
  26. 26. Tactics and Executions23
  27. 27. 24Print Advertisements
  28. 28. Print Advertisements25
  29. 29. Print Advertisements26
  30. 30. :30 Television Spot Story Board27VIDEO: (CU) Mud on hardwood floorsAUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (LS) Fade to following the mud trail down the hallway.AUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (MS) Cut to bathroom with toilet paper on the floor.AUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (CU) Cut to woman with a shocked look on her face.AUDIO: “LACEY! JACK! YOU’VE MADE SUCH A MESS!”VIDEO: (MS) Cut to kitchen table with cereal spilled on the floor.AUDIO: PLAYFUL, FAST PACED MUSIC Fade out:02VO: fade in “THE THINGS THEY DO WHEN YOUAREN’T HOME.”1 2 36 7
  31. 31. 28VIDEO: (LS) Fade to following the toilet paper down the hallway.AUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (MS) Cut to trash can tipped over in the kitchen.AUDIO: PLAYFUL, FAST PACED MUSICVIDEO: (MS) Cut to puppies with a sad face.VO: DO YOU NEED HELP TAKING CARE OF YOURFURRY LITTLE CHILDREN WHEN YUO ARE GONE?VIDEO: (MS) Cut to Five Points Four Paws logoVO: AT FIVE POINTS FOUR PAWS WE TAKE CARE OF YOUR FURRY LITTLE CHILDREN AS IF THEY WERE OUR OWN. WE OFFER A VARIETY APET SERVICES TO MEET YOUR NEEDS. FOR MORE INFORMATION VISITOUR WEBSITE AT FIVEPOINTSFOURPAWS.COM OR CALL US AT (706)410-1134.4 58 9
  32. 32. ViralThe concept of having a Five Points Four Paws Facebook and Twitter page from the perspective of a dog would be a fun and inter-active way to increase the positive awareness of customers for this company. Each page would feature “Kobe the Spokesdog,” thebest canine advocate of this high-end pet sitting service. Kobe’s posts will endorse new promotions and discounts from Five PointsFour Paws, and illustrate his personal thoughts during weekly dog visits. The “spokesdog’s” purpose will be to promote positiveperceptions of the business, reward customers with special deals, and provide online posts that give insight into an animal’s expe-rience when cared for by Five Points Four Paws. Featured online promotions will include a viral photo contest sponsored by FivePoints Four Paws. In this contest, people can post cute and silly pet pictures on Kobe’s Facebook wall or tweet to his Twitter pagefor a chance to win a discount on a dog visit during the holiday season. His social media accounts will also serve as an additional outlet to promote Five Points Four Paws’ “Play Date in the Park” event, where pets can come play and receive additional pet prizes and accessories. Ultimately, the purpose of this viral marketing tactic will be to make customers feel more confident that their pets are safe with Five Points Four Paws by providing the opinions of Kobe. Additionally, this tactic will be a great way to help increase the presence of Five Points Four Paws in the Athens area through grassroots promotions and online social media outlets.29
  33. 33. Guerilla30Our guerrilla tactic involves installing a replica of agumball machine alongside printed dog paw printsleading up to it in downtown Athens. This machinewill be filled with dog treats instead of candy, andwill intrigue potential clients of Five Points FourPaws to further inquire about the company. Thisconcept of a “dog treat” dispenser illustrates thesimilarities between children and pets. Our guerillatactic will help build brand awareness andenhance the image of Five Points Four Paws.
  34. 34. IMCFive Points Four Paws Presents...P lay Date in the ParkCelebrate your furry little kids with us!For Furry Little ChildrenWhen: May 12, 2012Where: Memorial Dog ParkTime: 10am- 5pmMark your calender for a day dedicated to your four-leggedchildren. Meet the owners of Five Points Four Paws and learnabout the variety of services we offer for your pet. Enjoygames, treats, and fun in the park with your furry child!fivepointsfourpaws.com The “Play Date in the Park” promotion will be a great way to continue to spread awareness of the Five Points FourPaws brand in the Athens area. This will be an entertaining and exciting event for pet owners to allow their dogs toparticipate in fun activities at the park while they meet the owners of Five Points Four Paws. Customers will not onlyinteract with the pet sitters, but will be introduced to other current and potential clients of the business. Dogs will walkand roam in the park, participate in racing contests, and receive free promotions throughout the entire event.Sponsored dog tags, goody bags, and treats will be given to the dogs on behalf of Five Points Four Paws. Additionally, thepet owner with the fastest dog will receive a discount on their next dog visit. Each of these promotions will highlight FivePoints Four Paws’ appreciation of their customers and spread awareness about the brand to a large sector of thepopulation.31
  35. 35. IMC32Furry Child on BoardFor Furry LittleChildren(706) 410-1134A “Furry Child on Board” paw magnet placed on theback of cars is a play on the popular “Baby on Board”bumper stickers. This magnet creates a fun way for petowners to involve themselves with the company, and willeven serve as an essentially free form of advertising.The paw magnet reiterates the “Furry Little Children”concept emphasized in our campaign. We plan on conducting a dog park event in or-der to build a community among the customers of FivePoints Four Paws. At the event, these personable dogtags will be given out as promotional items. Each tagwill display the names of the owner and pet, and willinclude Five Points Four Paws’ contact information.These dog tags will remind pet owners of the servicesat Five Points Four Paws.
  36. 36. IMC33
  37. 37. Future Reccommendations34 A re-design of Five Points Four Paws’ current website couldgenerate an enhanced image of the business and engage consumersmore effectively. This new website could incorporate a clearer menu ofoffered services, and could alter the names of these services. The FivePoints Four Paws’ revamped website could utilize vibrant colors tocreate a lively environment and invite consumers to share theirexperiences about the company. Another way to increase awareness of Five Points Four Paws is tocreate a stronger presence in social media outlets. By regularlyupdating Facebook and Twitter accounts, potential clients of Five PointsFour Paws would be constantly reminded of the business’s currentevents and available services.
  38. 38. CHRISTABEL BELONWU•AIMEE CUNDIFF•JACQUIE DERSHOWITZLIZZY JERNIGAN•CYLLA SENII•KATIE WAGGAMON

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