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  • 1. N A T I V E David Pantorilla| Riccardo Leumann | Jessica Monack | Maria Elmqvist | Sonny Sun
  • 2. NATIVE DEFINITION -Natives to our home towns, but honorary San Francisco Natives. -We celebrate diversity through our work and the brands we represent. -We want to keep San Francisco authentic and take pride in supporting local brands.
  • 3. I. Strategy II. Creative III. Development IV. Media
  • 4. TODAYS AGENDA 2. Discovery Audience Cultural Trends Competitive analysis 3. Branding Brand pillars USP Brand positioning Identity Services 4. Campaign Objectives Key messages Integrated Media Plan Timeline 1. Project Objectives Situation Complications 5. Appendix
  • 5. Project Objectives
  • 6. SITUATION •  Introduce a new daycare facility in SF dog world located in the financial district. COMPLICATIONS •  The current market is saturated and we need to differentiate ourselves. •  Pet owners fear that sending their dog to day care will have a negative impact. P r o j e c t O b j e c t i v e s PROJECT OBJECTIVES
  • 7. Discovery “The seeker embarks on a journey to find what he wants and discovers, along the way, what he needs.” ― Wally Lamb, The Hour I First Believed
  • 8. PRIMARY AUDIENCE There are more dogs in SF than children… Why ?
  • 9. 25-35 years old are postponing big life decisions Discovery PRIMARY AUDIENCE
  • 10. 23%   23% of SF population is age 25-34 The other age groups Discovery PRIMARY AUDIENCE
  • 11. Dogs fill the void and allow them to test-drive parenting Discovery PRIMARY AUDIENCE
  • 12. “Wick, who has been in an on- and-off relationship for about three years with a man who doesn’t want children, has yet to start her family, ‘unless you count my puppies,’ she says. Wick calls her puppies “snooze-buttons” for her ovaries.” Discovery PRIMARY AUDIENCE
  • 13. 23%   25-­‐34     years  old     They over index of visiting SPCA SF. The other age groups Discovery 120   index   PRIMARY AUDIENCE
  • 14. Discovery Shift In Cultural Ideals. More Time To Get To Know Themselves. A Dog Is The Stepping Stone Before Having A Child. Dogs Help Balance Life Through Companionship. Digital Native loves new tech.  25-­‐34     Urban  young  professionals     higher  income   PRIMARY AUDIENCE
  • 15. Discovery Video     PRIMARY AUDIENCE
  • 16. Discovery -I don’t feel anxious if I leave my dog with friends or family -If I left my dog someplace else I would probably have to call and check in -Want dog to know that I’m coming back, don’t want him to be nervous -I wish my dog could communicate what he wants and what he needs -I feel nervous that my dog will destroy the furniture or disturb the neighbors while I’m gone PRIMARY AUDIENCE
  • 17. SECONDARY AUDIENCE Discovery -SF is a big tourist city -Pet travel is increasing -We see an opportunity here as well to reach traveling young professionals -We will return to this in the integrated media plan later in the presentation
  • 18. 7 out of 10 American adults say they track some aspect of health, either for them- selves or for someone else, according to the Pew Re- search Center. 70%   CULTURAL TREND QUANTIFIED SELF Discovery Current Trend
  • 19. QUANTIFIED SELF Current Trend "Before the Fuel Band's official American release, it was open for pre-order online, and was sold out both times within the same day.” Wikipedia Nike+ Fuel band page "We are moving towards a time when the ability to track and understand data is deeply woven into our daily lives,” Ernesto Ramirez, community organizer for Quantified Self...” –Mashable Discovery CULTURAL TREND
  • 20. “Your dog is your best, most loyal friend, and you want to make sure he’s getting the best care he can get. As technology addresses real-life needs more and more each day, companies and non profits are creating apps to make sure every Fido spot and princess receives the attention he or she deserves.” -Mashable QUANTIFIED PET Discovery Emerging Trend CULTURAL TREND
  • 21. “One of the biggest buzzwords in business right now, is about conducting business in an open and forthright way, and it is driven by recent trends in technology, society and financial markets.” -Huffington post TRANSPARENCY Discovery CULTURAL TREND
  • 22. QUANTIFIED SELF/PET Data provides the voice that pet parents wish their dogs had. Discovery TRANSPARENCY INSIGHT
  • 23. •  Experienced Trainer •  Dog Walking Only •  Clean Environment •  Hospice Care MOST COMMON SERVICES Discovery
  • 24. THE THREE MAIN COMPETITORS K9 Pet Camp Welldog Selling Point Location Main Services Pricing Clean, Safe Environment South Beach, SOMA Grooming Day Care Overnight Services Self Wash $$$ Award-winning Pacific Heights Bayview Training Health/Safety Doggie Camp Doggie Daycare $$$$ $$ Pet-sitting Hospice Care Group Dog Walks Canine Body Works Inner Richmond Compassionate Discovery
  • 25. CUSTOMIZED SERVICE MASS GENERAL TECHNOLOGICAL INNOVATIVE TRADITIONAL SERVICE Discovery COMPETITIVE MATRIX
  • 26. CUSTOMIZED SERVICE MASS GENERAL TECHNOLOGICAL INNOVATIVE TRADITIONAL SERVICE Discovery OPPORTUNITY COMPETITIVE MATRIX
  • 27. Branding “A great brand raises the bar – it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters.” -Howard Schultz, Starbucks
  • 28. TECHNOLOGY COMMUNITY RESPECT   B r a n d i n g BRAND PILLARS
  • 29. TECHNOLOGY COMMUNITY RESPECT   Embracing technological innovation B r a n d i n g Tech innovation is central to both our location & our promise to clients BRAND PILLARS
  • 30. TECHNOLOGY COMMUNITY RESPECT   Embracing technological innovation Embracing the SF dog community B r a n d i n g Tech innovation is central to both our location & our promise to clients BRAND PILLARS
  • 31. TECHNOLOGY COMMUNITY RESPECT   Embracing technological innovation Embracing the SF dog community Maintaining respectful relationships B r a n d i n g Tech innovation is central to both our location & our promise to clients BRAND PILLARS
  • 32. TECHNOLOGY We Help You Tune In With Your Dog B r a n d i n g COMMUNITY RESPECT   BRAND POSITIONING
  • 33. B r a n d i n g PROGRESS TECHNOLOGY OPEN MINDED DOG-LOVERS PERSONAL UNIQUE & SPECIALIAZED IDENTITY NAMING
  • 34. New Breed B r a n d i n g PROGRESS TECHNOLOGY OPEN MINDED DOG-LOVERS PERSONAL UNIQUE & SPECIALIAZED IDENTITY NAMING
  • 35. B r a n d i n g IDENTITY LOGO
  • 36. B r a n d i n g IDENTITY
  • 37. B r a n d i n g IDENTITY OUT DOOR
  • 38. B r a n d i n g IDENTITY IN DOOR
  • 39. B r a n d i n g SERVICE RECOMMENDATIONS SURVEY
  • 40. 1. Pick Up/Drop Off From Home Or Office 2. Grooming 3. Various Levels Of Training 4. Available 24/7 5. Food And Treats 6. Accessories From Local Dog Supply Vendors 7. Private Walks B r a n d i n g SERVICE RECOMMENDATIONS SURVEY
  • 41. B r a n d i n g Culture: Quantified Pet Audience: Want To Know What Their Dog Is Doing WHAT MAKES US STAND OUT?
  • 42. B r a n d i n g Quantified Pet Culture: Quantified Pet Audience: Want To Know What Their Dog Is Doing WHAT MAKES US STAND OUT?
  • 43. B r a n d i n g MOCK UP OF APP
  • 44. Campaign "The best way to drive loyalty is to create consistently compelling and authentic experiences…" -Paul Adams, Facebook
  • 45. OBJECTIVES I. Introduce New Breed to the SF dog market II. Establish solid initial clientele group III. Establish strong digital presence (website, social media, app) IV. Foster cooperative relationships with local hotels and dog related business V. Become known as the most innovative dog daycare in SF c a m p a g i n
  • 46. New Breed updates you on your dog’s day so you feel like you never left him. c a m p a g i n New Breed’s skilled dog-loving staff makes sure that your dog is being well-taken care of throughout their stay.   New Breed helps you take advantage of San Francisco’s dog community. New Breed measures your dog’s wellbeing and activity through quantified pet solutions to ensure that they’re always progressing. KEY MESSAGES
  • 47. c a m p a g i n INTEGRATED MEDIA PLAN EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNERSHIPS ONLINE/ SOCIAL MEDIA BRAND PLATFRPOM
  • 48. c a m p a g i n EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN Website
  • 49. c a m p a g i n EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN PAID MEDIA Dog poop bags. OOH, placed in dispensaries. dog parks around the city.
  • 50. c a m p a g i n Dog poop bags. Poster and handouts OOH, placed in dispensaries. dog parks around the city. EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN PAID MEDIA
  • 51. c a m p a g i n EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN Kick Off Event: Woofie Hour
  • 52. c a m p a g i n EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN Social Media Innovative Doggie Homes Food Tech Cuties with iPads Emerging Pet Tech Innovative Doggie Homes Food Tech Cuties with iPads Emerging Pet Tech Doggie Apps Inventive Costumes Tech Toys
  • 53. c a m p a g i n INTEGRATED MEDIA PLAN Social Media EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA
  • 54. c a m p a g i n EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN Earned Media Get a promotion by checking in on foursquare specific number of times. (Pet stores, dog parks etc.)
  • 55. c a m p a g i n We will announce the new facility and our services through blogs and publications Related in the area of interests; Trends, New Technologies, Dog care. EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA INTEGRATED MEDIA PLAN Earned Media
  • 56. “We don’t have an in service dog sitting option as a hotel service however, we do connect you with ABC Bay Area Child which does pet sitting while the guest is out of the room.” -Intercontinental Mark Hopkins U.S. adult travelers consider their pet to be part of the family. 49%   c a m p a g i n INTEGRATED MEDIA PLAN Partnerships EARNED MEDIA EVENTS PAID MEDIA WEBSITES PARTNESHIPS ONLINE| SOCIAL MEDIA
  • 57. INTEGRATED MEDIA PLAN Summary Channels How are we communicating? Hotel partnerships Magazine articles Blog articles Social media Opening Event Poster/ hand outs Dog poop bags Competition Placement Where are we communicating? Ritz, Marc Hopkins, Fairmont, Mariette Sf Chronicle, sfgate/pets Coolhunting, bold italic, Tech Crunch, Zina Theme: “Tech+pets”, Pinterest, Twitter, Yelp Voffie Hour -Bring your dog Dog Park Cafe in Duboce Park, Atlas Zazie OOH, placed in dog parks around the city FourSquare c a m p a g i n
  • 58. What do we want our audience to think, do & feel? Think: New Breeder dog care improves our relationship, and proves it through innovative application Of technology. Do: drop off their dogs with us each every time they can’t be with them. Feel: close with their dog as though they were with them all day. c a m p a g i n
  • 59. Thank you!
  • 60. Appendix
  • 61. COMPETITORS What is everyone else doing? Discovery APPENDIX Slide 8 – “Where Dogs Have Their Day” National Geographic http://ngm.nationalgeographic.com/ngm/0604,/feature7/ Slilde 9 -13 - hEp://www.quantcast.com/sfspca.org#!demo   hEp://www.calgaryjournal.ca/index.php/family-­‐life/families/220-­‐to-­‐wait-­‐or-­‐not-­‐to-­‐wait-­‐why-­‐some-­‐people-­‐are-­‐holding-­‐off-­‐on-­‐having-­‐kids     Slide  19  –  How  Big  Data  Can  Make  Us  Happier  and  Healthier,  Mashable   hEp://mashable.com/2012/10/08/the-­‐power-­‐of-­‐quanXfied-­‐self/   hEp://en.wikipedia.org/wiki/Nike%2B_FuelBand     Slide  20  –  “Apps  for  Dogs”,  Mashable    hEp://mashable.com/2013/03/14/apps-­‐for-­‐dogs/     Slide  21-­‐  “Business  Transparency”,  Mashable     hEp://www.huffingtonpost.com/mary-­‐ellen-­‐biery/business-­‐transparency_b_3103973.html     Slide  24-­‐26  -­‐  hEp://k9playXme.com/   hEp://www.petcamp.com/   hEp://www.welldogbodywork.com/     Slide  32  -­‐  hEp://mylifescoop.com/2012/12/13/15-­‐gadgets-­‐for-­‐  modern-­‐pets/     Slide  57  –  Study  conducted  by  AAA  and  Best  Western   hEp://newsroom.aaa.com/2012/07/aaa-­‐and-­‐best-­‐western-­‐study-­‐reveals-­‐top-­‐accommodaXon-­‐needs-­‐among-­‐pet-­‐travelers/   Primary  research,  InterconXnental  Mark  Hopkins  Hotel,  SF        
  • 62. COMPETITORS What is everyone else doing? • Daycare: $35/ day • Private: $60/day • Weekend care: $30/day $60/day • Half day: $30 • Overnight: $45(weekday), $65(weekend day) • 24/7: $65 • Private training: $50/hour Other special service depends on the company • Massage: depending on size. • Group paly(special): $ 16.95 per session • Dog swims: $ 56 per session • Afternoon Treats: $4.95 each • Wash and wear: $25 Discovery COMPETITIVE ANALYSIS AVERAGE PRICE RANGE
  • 63. Discovery DISCUSSION GUIDE N AT IV E Dog Daycare Discussion Guide San Francisco, CA Length: 90 minutes Recruited 3 groups of 5 dog owners Objectives 1. Gain knowledge about pet owner’s attitudes towards leaving dogs at daycare. 2. Find out what types of services dog owners are interested in and what they are willing to pay for them. 3. Gain insight about concerns and expectations related to being a pet owner. 4. Understand the role the city of San Francisco plays in owning a dog. Introduction (20 minutes)      -Explain mirror      -Icebreaker Homework: bring in a photo of your dog(s) with 2-3 sentences describing their personality.            We want to find out their level of experience as a pet owner, how they perceive their dogs’ personali- ty(s), and general emotions towards their dogs. Section I: General Dog/Owner Relationship (20 minutes) This will help us achieve objectives 1 and 3. Through the following questions we will gain a much deeper understanding the relationship between owners and their dogs, which will be segued into through the icebreaker exercise.  -How did you meet your dog? -Do you consider your dog a member of your family? -How much time do you spend playing with your dog during the day?      -What types of things do you do? Do you wish you could spend more time playing with them?     - Are your dogs getting enough physical activity? -How do you spend active time with your dog? -How do you spend down/relaxed time with your dog? -When is your favorite time spent with your dog? -Where do you take your dog to play? -How do you punish your dog when he misbehaves? -How do you treat them when they do something good or do a trick? -How would you like to improve your relationship with your dog? Section II: Dog Daycare Facility (20 minutes) The following questions will help us achieve objectives 1 and 2. These questions will help us identify key qualities in an ideal dog daycare facility. Through them we can assess needs and expectations. 1
  • 64. Discovery DISCUSSION GUIDE CONT. 2 -How many hours would you leave your dog and how frequently? -Have you ever had a dog sitter? How did you decide to trust this person? -What would help you decide between choosing a sitter or a daycare facility? -Would you consider using a pet exchange service or use an online tool to find a sitter?      -In what circumstances would you consider this? -In what sorts of situations would you put your dog in daycare?      -How important is convenience when it comes to dog daycare? -How much planning in advance do you do when it comes to having your dog looked after? -What types of services/goods would you be willing to pay for in regard to your dog?      -What types of services/goods would you want to be available for you at a dog daycare facility? -Have you ever left your dog at a daycare before? If so, how did you find out about it? -What would you expect from a dog daycare facility and why? -What would you expect from handlers at a facility? -How many dogs are you comfortable leaving your dog with during the day?  -When you pick your dog up from daycare, what are you expectations about his mental state (tired, excited, etc)? Section III: Dog Perspective (30 minutes) The following questions will help us achieve objectives 3 and 4. Here we want to gain perspective on what dog owner’s barriers to entry might be and how we can overcome them.  -How do you feel when you leave your dog at home when you’re away?       -What would you leave your dog with for the day while you’re gone?      -How do you prepare for leaving him/her home alone all day?      -What do you worry about when you leave your dog alone while you’re gone? -Would you be comfortable leaving your dog at a facility overnight? For the weekend? -How do you feel about leaving your dog with somebody else?      -What would be your biggest concerns with regard to this? -Would you rather have your dogs playing with other dogs or humans? -Does your dog love to play inside or outside? -How important is the fitness of your dog? -When does your dog seem happiest? -What are some challenges you face regularly having your dog in San Francisco? -What are some positive aspects of being a dog owner in San Francisco? -------END OF DISCUSSION GUIDE------- N AT IV E Dog Daycare Discussion Guide Homework Assignment Name: Dog’s Name(s): Instructions: Please circle the services below that you could consider paying for at a dog daycare facility. For the services that you select, indicate on the 1 - 5 scale how much you would be willing to pay for them (1 being a low price and 5 representing a premium price). pick up/drop off 1 . . . 2 . . . 3 . . . 4 . . . 5 grooming 1 . . . 2 . . . 3 . . . 4 . . . 5 clothes/supplies for sale 1 . . . 2 . . . 3 . . . 4 . . . 5 training 1 . . . 2 . . . 3 . . . 4 . . . 5 gym 1 . . . 2 . . . 3 . . . 4 . . . 5 24/7 1 . . . 2 . . . 3 . . . 4 . . . 5 food/treats 1 . . . 2 . . . 3 . . . 4 . . . 5 private walks 1 . . . 2 . . . 3 . . . 4 . . . 5 camera surveillance 1 . . . 2 . . . 3 . . . 4 . . . 5 spa service 1 . . . 2 . . . 3 . . . 4 . . . 5 veterinary services 1 . . . 2 . . . 3 . . . 4 . . . 5 dental services 1 . . . 2 . . . 3 . . . 4 . . . 5 3
  • 65. Discovery MAN ON THE STREET INTERVIEW SecXon  I   ConversaXon  starXng  quesXon:  -­‐How  did  you  meet  your  dog?   -­‐How  do  you  spend  acXve  Xme  with  your  dog?   -­‐How  do  you  spend  down/relaxed  Xme  with  your  dog?   -­‐How  would  you  like  to  improve  your  relaXonship  with  your  dog?     SecXon  II   -­‐Have  you  ever  had  a  dog  siEer?  How  did  you  decide  to  trust  this   person?   -­‐Would  you  consider  using  a  pet  exchange  service  or  use  an  online  tool   to  find  a  siEer?            -­‐In  what  circumstances  would  you  consider  this?   -­‐In  what  sorts  of  situaXons  would  you  put  your  dog  in  daycare?   -­‐What  would  you  expect  from  handlers  at  a  facility?     SecXon  III   -­‐Would  you  be  comfortable  leaving  your  dog  at  a  facility  overnight?  For   the  weekend?   -­‐How  do  you  feel  about  leaving  your  dog  with  somebody  else?            -­‐What  would  be  your  biggest  concerns  with  regard  to  this?   -­‐What  are  some  challenges  you  face  regularly  having  your  dog  in  San   Francisco?   -­‐What  are  some  posiXve  aspects  of  being  a  dog  owner  in  San  Francisco?  
  • 66. Discovery CREATIVE BRIEF NATIVE Creative Brief 4.29.13 SITUATION Introduce a new daycare facility in SF dog world situated in the financial district. COMPLICATIONS The current market is saturated and we need to differentiate ourselves. Pet owners fear that sending their dog to day care will have a negative impact. INSIGHT Pet parenting is a preparation for real parenting INSPIRATION Our primary audience lives is digital organized, they depend on the digital to enhance and manage their every day life. OPPORTUNITY The convenient location in the financial district provides an advantage because it is close to offices (There is no other dog facilities in this neighborhood) People are using innovative technology e.g. quantify selves, and other data tracking and calculations to improve themselves. Applying this trend will help improve relations between pets and owners. USP: Tune in with your dog (Improve your relationship with your dog) OBJECTIVES: I. Introduce new DCF to SF dog market II. Establish solid initial clientele group III. Establish strong digital presence (website, social media, app) IV. Foster cooperative relationships with local hotels and dog related business V. Become known as most innovative dog daycare in SF METRICS: I. Gage interest with potential client via requests. + Attendance at the opening event. II. How many membership we gain in the first 60 months. III. App downloads, Yelp responses, Webb traffic, social media interaction (followers, likes, re-blogs, re-tweets, re-pins) IV. How many hotels, dog brands sign on to collaborate with us V. Paid/earned media: articles in SF publications mentions. NATIVE Creative Brief 4.29.13 AUDIENCE Primary target basics: Young Urban Professionals, 25-35, Male and Female, higher income, local San Francisco. • Biggest segment of SF Population. o 25 to 34 year olds make up largest percentage of the total San Francisco population. 1 • Putting off big life commitments like marriage and kids o “Wick, who has been in an on-and-off relationship for about three years with a man who doesn't want children, has yet to start her family, "unless you count my puppies," she says. Wick calls her puppies "snooze-buttons" for her ovaries." 2 • Social Pressure to feel and be a good parent to their pet o 47% of pet owners feel that owning a pet is better for your social life than social networking. “Parental test drivers” This generation has more choices than any who have come before them. There is no longer the same social pressure to get married, settle down, and have children at a young age. They take advantage of this opportunity by taking more time to get to know themselves: to travel, to focus on their careers, and to date different people. Although they aren't yet ready for the responsibility of raising a child, they still crave a certain level of responsibility, as they get older. Their dog fits perfectly into this role, and serves as a stepping-stone towards one day having a child of their own. For now, their dog is their child, their companion, and the one they snuggle with before bed every night. Since they're so busy with work, their furry child helps to balance out their life by providing a sense of companionship. This doesn't mean that they aren't interested in having a social life, in fact they desire time out with friends and feel guilty about leaving their dog home alone when they go out to play. Even when they're not with their friends, these digital natives stay close through social media and are constantly Instagraming, tweeting, and status updating. “[San Francisco] also has the lowest ratio of children to adults of any major U.S. city: There is little doubt that dogs are helping fill a parental void...’The Marina has a lot of young people who aren’t married so, you know, you get a dog,’ says Franchey’s girlfriend, Lisa Mobini, 29, a former NFL cheerleader.”3 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1 23% Bay Area Census 2010 2 "To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 2011 2 "To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 2011 http://www.calgaryjournal.ca/index.php/family-life/families/220-to-wait-or-not-to-wait-why-some-people-are-holding-off-on- having-kids 3 San Francisco, Where Dogs Have Their Day, National Geographic
  • 67. Discovery CREATIVE BRIEF CONT. NATIVE Creative Brief 4.29.13 Secondary: All same but travelers • As businesses are becoming more supportive of pet travel, pet owners are taking advantage and bringing their furry friends with them. 4 “Hotels are offering room service, massages and beds for pets, and as silly as it sounds, Best Western has hired the "Dog Whisperer" to be the chain’s pet travel expert, The New York Times reports.”5 MESSAGING STRATEGY 1. Steves Dog Care has the professional and skilled trainers that will take care of your dog. 2. Steves Dog Care improves the relationship between you and your dog. 3. Steves Dog Care is always on trend with new technology that measures the dogs actions during its stay 4. Steves Dog Care embrace’s the San Francisco dog culture POSITIONING STATEMENT We help you tune in with your dog. ENGAGEMENT What do we want our audience to think, do & feel? Think: Steves Dog Care improves our relationship, and proves it through innovative application of technology. Do: Drop off their dogs with us each every time they can’t be with them. Feel: Close with their dog as though they were with them all day. PLACEMENT Kick off Event: “Woffie –Hour” After work –Bring your dog. Poop bags handouts with our logo, direct male? Get a promotion by checking in on foursquare specific number of times. (Pet stores, dog parks etc) TONE Honest, Straight forward, Sensible, Attentive, Informed, Personable. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "!29.1 million Americans travel with their pet within the last 3 years. 78% of pet travel companions are dogs -AAA and Best Western International Survey 40% plan to travel [with their pet] within the next year.-PetRelocation.com Survey, 2012 #!$%%&'(()))*+,-.$/.-*0,1(234356(-,78,97%:.4/27)3%$78,9:7&/%(;9/+%3,57<=>?=@<(!

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