Destination Dog Pitch

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At the end of the 2011 Spring Semester, this is the presentation I put together for my CMJ 459 pitch. We pitched this to the owner of a Camden pet store in order for her to utilize our ideas for her upcoming marketing strategies.

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  • Current Audience 34-50yrs Pet owners, educated.
  • Attract Destination:Dog’s target audience, increase sales and profits, maintain a relationship with loyal customers and promote Destination: Dog as a unique and important part of the Camden community.
  • Destination Dog Pitch

    1. 1. Suggested Ad Campaign for:<br />Located at 39 Mechanic St, Camden, ME 04843<br />Open Monday – Saturday 9a.m. - 5:30p.m.<br />Open Sundays after Memorial Day! <br />
    2. 2. Presented by:<br />Allison Clair, Jordan Peacock, Jaclyn Stevens, and Ashley Willis<br />
    3. 3. Situation Analysis<br />S.W.O.T.<br />OPPORTUNITIES<br />- New Business <br />- Direct mail <br />- Advertising beyond Camden <br />- Coupons <br />- Cross Promotion <br />- Tourist Location <br />- Special Event <br />- Dog Park Event <br />STRENGTHS<br />- Locally owned and operated <br />- Only pet store in town <br />- Previously recognized business <br />- Healthy Dog Food – High Quality <br />- Wealthy Target Market <br />WEAKNESSES<br />- Recognition beyond Camden <br />- Getting people to spend their money on these products <br />- No website <br />- No staff, lots of effort managing store <br />THREATS<br />- Off season traffic <br />- Other towns businesses<br />- Name Brand Products/Companies (Petco, PetSmart, Purina, Iamsetc.) <br />
    4. 4. Goals and Objectives<br />Hype strives to:<br />Attract Destination:DOG’s target audience.<br />Increase sales and profits.<br />Maintain a relationship with loyal customers.<br />Promote Destination:DOG as a unique and important piece of Camden’s community.<br />We want to create a meaningful and durable campaign for Destination:DOG!<br />
    5. 5. Research<br />Primary<br />Secondary<br />Terri Mahoney of the Village Soup<br />-Demographics<br /> -Audience<br /> -Exposure<br />Addresses for Direct<br />Mailing in the Camden Area<br />Customer Survey<br />Other<br />Selling Pet Wellness<br />
    6. 6. Proposed Budget<br />Reusable Tote Bags<br />Stickers<br />Decals<br />$175 <br />$125 <br />$233 - $550<br />Mailers<br />Business Cards<br />Brochures<br />$440 <br />$325 <br />$235+ <br />$2,088 <br />
    7. 7. Promotions and Events<br />Cross Promoting:<br />Coupons to Clients<br />Events with Local Businesses<br />Clean-Up Day<br />with Merry Springs<br />Beauty Mark Day Spa<br />Promos<br />Happy Hour Sundays! !<br />Zoot Coffee Shop<br />
    8. 8. Create Awareness<br />Create Awareness<br />How?<br />How?<br />Tangible Items<br />Tangible Items<br />Brochure<br />
    9. 9.
    10. 10. And<br />
    11. 11. Create Awareness<br />How?<br />Tangible Items<br />Brochures<br />Business Cards<br />
    12. 12.
    13. 13. Create Awareness<br />Create Awareness<br />How?<br />How?<br />Tangible Items<br />Tangible Items<br />Brochures<br />Business Cards<br />Postcard Mailers<br />
    14. 14.
    15. 15. Create Awareness<br />How?<br />Tangible Items<br />Brochures<br />Business Cards<br />Postcard Mailers<br />Stickers<br />
    16. 16.
    17. 17. Create Awareness<br />How?<br />Tangible Items<br />Internet<br />Brochures<br />Business Cards<br />Postcard Mailers<br />Stickers<br />Website<br />
    18. 18.
    19. 19. Create Awareness<br />How?<br />Tangible Items<br />Internet<br />Brochures<br />Business Cards<br />Postcard Mailers<br />Stickers<br />Website<br />Facebook<br />Others<br />Print Ads<br />Coupons<br />
    20. 20. New Look<br />When only the BEST will do!<br />
    21. 21. Thank You Lauren!<br />-From our team.<br />

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