This is a marketing plan my team and I created to maximize our effectiveness on social media platforms.

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SOCIAL MEDIA MARKETING PLAN
Angela Petersen
Stevie Pechner
Eric McWright
Erick Rodriquez
Austin Zopfi
HedgeHodge Hunting Marketing Firm
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Table of contents
Introduction Page 1
Table of Contents Page 2
Executive Summary Page 3
Company Overview Page 3
Social Media Presence Page 4-6
1. Videolytics
2. Social Media Statistics
Target Audience Page 7
Petco’s Most Recent Drive Insight
1. What Petco’s Current Target Audience looks like Page 7
2. SWOT Analysis/Strategies Page 8-9
3. Our Strategy for Petco’s Future Target Audience Page 10
4. Platforms That Will Be Utilized Page 10-11
5. Plan Implementation Page 11-12
6. Social Media Strategy Page 12-13
7. Benefits / Drawbacks Page 13-14
8. Social Media Tactics Page 14-21
Hashtags Boost Engagement Page 22
1. Opportunities Page 23-28
2. Get to know your Groomer Page 29
3. Petco Family Friday on Instagram Page 31
4. Thursday Training Tips Page 32
5. Building Credibility Page 32-33
Summary / Evaluation Page 34-36
Sources Page 37-39
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Executive Summary
Petco is a category-defining health and wellness company focused on improving the
lives of pets, pet parents, and Petco partners. Since their founding in 1965, they’ve
been trailblazing new standards in pet care, delivering comprehensive wellness
solutions through products and services, and creating communities that deepen the
pet-pet parent bond.
They operate more than 1,500 Petco locations across the U.S., Mexico, and Puerto
Rico, including a growing network of more than 100 in-store veterinary hospitals, and
offer a complete online resource for pet health and wellness at petco.com and on the
Petco app.
The Petco Foundation, an independent nonprofit organization, has invested more than
$280 million since it was created in 1999 to help promote and improve the welfare of
companion animals. In tandem with the Petco Foundation, an independent nonprofit
organization, through in-store adoption events, they’ve helped find homes for more than
6.5 million animals.
Company Overview
Website: ​www.petco.com
Headquarters: ​San Diego, CA
Size: ​10000+ employees
Founded: ​1965
Type: ​Private Company
Industry: ​Pet & Pet Supplies Stores
Revenue: ​$2 to $5 billion (USD) per year
Competitors: ​PetSmart, Walmart, Costco Wholesale
Mission Statement: ​Our Mission: Healthier Pets. Happier People. Better World.
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Social Media Presence:
Below are two pie charts and an excel spreadsheet. The first pie chart is showing the
pet store revenue share in the United States in 2019, by age group, “A substantial share
of pet owners still visit pet stores, regardless of the rise of e-commerce in the United
States”. The biggest number of shoppers are those 45-64 old (43%) with 25-44 old
(33%) being second. The second pie chart and excel worksheet are showing where
Petco has the largest audience on social media. Their largest presence is on Facebook,
second is on Instagram, and their smallest presence is on Pinterest.
What these charts tell us makes sense, since their largest in-store shoppers are the
45-64 years old, which is in line with their Facebook presence. However, if they want to
target a younger audience, they need to put more effort and focus into Instagram and
especially Pinterest.
There is also a Videolytics of how well videos on different platforms, like Facebook, do.
Included in the Videolytics are popular tags that these videos come up with. On the left
is their latest posted video and on the right is their highest viewed video ever. From this
we can see that training and animals in the video are important to viewers, so we will
combine both these aspects.
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October 26,2020 ​VS​ November 6,2020
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Target Audience
Previous/Current:
Petco’s target audience is mainly white, upper class (60K- 100k) families ages 35-60,
with both children and pets in the household. Their advertising is mainly a push
campaign focusing on dog and cat health issues like cancer, diabetes, and weight
management through images.
Future:
Their new target audience will be more diverse, middle to lower class (25K-50K), single
women and men, ages 20-35, with one pet in the household. Their advertising will be a
pull strategy of videos, infographics, and collaborations that inform, educate, and
entertain their audience. They will focus on giving back to the communities through their
collaborations and gaining trust.
Petco’s Most Recent Drive Insight
“Petco claims it is the first major pet food retailer to commit to selling only pet food
without artificial ingredients. With their new campaign, "Cleaning House," Petco is using
a large-scale marketing push behind that commitment to building an emotional
connection with pet owners. The news comes as brick-and-mortar retailers in the pet
food category face growing competition from online retailers and owners opt for newer
healthier brands. By launching the campaign across digital and social channels, Petco
seems set on targeting millennials, who make up the largest pet ownership segment
and spend more on their four-legged family members than other cohorts. Millennials are
also known for being more health-conscious and shunning processed foods with
artificial ingredients and are seeking out similar products for their pets.”
-​https://www.marketingdive.com/news/petco
What Petco’s Current Target Audience looks like with their new Drive
Insight​.
This article was written in 2019 and it shows that Petco is learning that to stay relevant,
they need to target a younger audience and focus on what they care about, which is
health. Their target audience switched from families to single individuals with no
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children whose ages range from 25-34. However, they still mostly target caucasian men
and women with 60k-100k incomes and they are still using a push campaign.
SWOT Analysis/Strategies
This bubble graphic shows Petco’s strengths/weaknesses and includes where they
could improve their target audience, what opportunities a new campaign could focus on,
and what things they need to improve to drive crowds from their competitors.
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- Petco works with local
adoption groups to make cats
and dogs available.
This Fosters a sense of goodwill
and community to create positive
word of mouth. And allows us to
connect to customers' emotional
response with adoptions,
reuniting pets with owners. ​We
should use this to partner with
animal welfare organizations
across the country to increase
pet adoptions.
- We post about more
promotional events than our
competitors do.
While Petco offers many
promotions allowing them to
remain competitive with cheaper
pet supply stores we can use
this to also Create more graphics
and videos on the appropriate
platforms that target our audience to offer our promotions. (IGTV/Reels)
- We have social media channels on all major platforms.
- Petco has a lot of room for expansion as long we focus on our strengths
and stay on track. Bringing our focus to the social media platforms and
opportunity to grow in diverse communities, this will be sure to help us in
the future and broaden our audience while simultaneously strengthening
our brand identity.
Our Strategy for Petco’s Future Target Audience
Length​: A 6-month campaign to increase engagement & sales.
First Goal​: Increase social media engagement/traffic to social media platforms and
Petco sales by 10%.
Second Goal​: Raise brand awareness, tweak the brand image, and gain trust from a
new target audience.
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Measure & Evaluate​: The various social media platforms will be monitored for meeting
the desired campaign goals. During the third month of the campaign if adjustments
need to be made to the plan at that time the campaign efforts will pivot to achieve the
desired results.
Platforms That Will Be Utilized
Facebook​ - Videos featuring various how-to videos on staying safe during Covid and
training tips for pets during the holidays, plus entertaining pet videos to brighten up our
audience’s day and other content focusing on the groomer-to-pet relationship.
Instagram​- Utilizing the app Storysplitter to post Instagram stories as well as items to
highlight on the profile, collaborating with Grounds and Hounds offering deals for
purchases at both companies and creating buzz by utilizing hashtags involved with both
companies.
Pinterest​- Strong focus on keywords and search terms. The campaign runs parallel to
Facebook, with short videos with tips for staying safe and infographics that give helpful
information posted to their saved section.
Collaboration​:
Buy coffee from Grounds & Hounds 10% off Food in-store at Petco when you present
receipt (Example- Buy a bag of Grounds & Hounds coffee and receive a 10% discount
off at Petco)
Socially distanced events in front of the store during the 1st & 3rd Saturday of every
month
● Food samples from various brand food manufacturers
● Adoption events featuring local animal shelters
● Mobile dog grooming
Focus on the importance of social distance guidelines in store, ordering online, and
picking up items via curbside
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Social media platform contests-​ Using the follow, tag, and like options of the previous
contests
For Example; ​Petco Annual Halloween Contest​, ​“Make a Scene”
The year 2020 was the eighth annual ​Make a Scene​ contest. On Instagram, they used
@Petco and the hashtag #Petcoscenecontest2020 and they also ran the contest on
Facebook - enabling them to reach a wider audience through multiple platforms without
the need to use different campaigns on each platform; this was a missed opportunity as
they did not run the contest on Pinterest: an underutilized platform of Petco.
● Tag photo/video of the dogs before/after Petco grooming service
● Tag photo/video of dogs in Petco Dog training
● Check-in /Tag yourself at the various Petco events with your pet
● Use of clever hashtags for posts such as - #PetcoPets
Plan Implementation
The two selected ad campaigns that will be utilized across the chosen social media
platforms to increase sales and engagement by 10%.
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● Grounds and Hounds collaboration across all three platforms giving 10% off store
discount with every purchase of Grounds and Hounds coffee. Utilizing Hashtags
to promote attention and bring awareness to both companies.
● Dog Training/Grooming and Store Events- Petco / Grounds & Hounds
promotional events with free brewed cups of coffee with the purchase of a mobile
grooming package, and the ability to get 10% off in the store with a Grounds and
Hounds purchase that day.
Social Media Strategy-
Facebook​:​ Feature videos showcasing the various Dog Grooming and Petco Dog
Training services available. Highlighting the new online Dog Training with covid and
holidays in mind.
Petco Dog Training - ​https://youtu.be/YVva21H6T-c
Pinterest & Instagram​:​ ​Infographic design images created to feature Petco products,
Mobile grooming, and special Store events, including videos like those for Facebook,
less than 40 seconds long, informative. Captive pictures of dogs with coffee or dressed
for the holidays.
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About these videos: This content was created to target Petco’s new growing audience:
Millenials who are caucasian, Hispanic, and Asian with no children. To reach a wider
audience beyond the affluent, we are offering deals and promotions to be competitive
with the locally owned pet supply stores.
Benefits:
● Increased Brand Awareness. …
○ More Inbound Traffic. ...
● Improved Search Engine Rankings. ...
● Higher Conversion Rates. ...
● Better Customer Satisfaction. …
○ Improved Brand Loyalty. …
○ Improved Brand Reputation. ...
● Promote Your Content. …
● Brand Awareness by Reputation
○ Communicate With Customers About Niche Topics You Both Love. …
○ Use Social Proof To Connect With Potential Customers Like Your Existing
Audience. ...
● Easy A/B Testing To Get The Biggest Results. ...
● Use #Hashtags To Increase Your Reach. …
○ Cross-reference platforms will increase traffic over multiple channels
● Keep Your Customers Up-To-Date.
Drawbacks:​ Gaining momentum with social media campaigns can take time to gather
traction:
● Not built for business
● Negative feedback and tarnish brand name
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● Heavily rely on ads
● Low ROI
● Time-Consuming
● Need to stay engaged and active
● Difficult to measure
● Security and privacy policy issues
● Limited only to social media platforms
● Doesn’t work for all groups of people
Social Media Tactics:
Pinterest:
● Petco’s current Pinterest campaign relies heavily on infographics and retweets. They have
three sections that they utilize: shop, create and save. Their saved boards are the best
attributes of their Pinterest page because it uses the pull strategy of creating trust by creating
individual boards for each type of pet owner.
● Customers wanting advice or seeking knowledge can use Petco’s boards and know that a
knowledgeable source trusts and believes that tricks and tips they are saving to their board.
● The campaign for Pinterest will be similar to that of Facebook because it will utilize videos
with helpful tips like getting your pet through the holiday season, tips for staying safe during
Covid-19, and Petco’s famous training tips.
● These videos will be saved to their specific boards so consumers can find them easily and
save them to their boards. This campaign will also include helpful infographics covering
similar topics and will include the collaboration between Grounds and Hounds promoting the
sales of both companies.
● The collaboration between Grounds and Hounds will be a two-step process of first informing
customers that if they purchase Grounds and Hounds coffee and bring their receipt or proof
of purchase to Petco, they save 10% off their purchases.
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● The second step is to bring Grounds and Hounds to Petco on the 1st and 3rd Saturday of the
month during their adoption set up. Petco’s partnership with Grounds and Hounds will bring
in a younger audience because it is a “mom and pop” shop and younger generations like to
buy from small businesses that are local and contribute back to their community.
● By bringing in a younger audience, Petco will be able to take back the advantage that ‘all in
one superstores’ like Target have gained.
● Additionally, Petco is looking to attract sales back to their store by focusing on health, they
use emotional tactics in their campaigns that pull on the heartstrings of their customers who
want to keep their pets healthy and around longer.
● They focus on what is inside the food they sell and educate their customers about the
dangers of chemicals and ingredients found in their competitors' food. Our campaign will use
this tactic still and incorporate it with the emotional campaign that Grounds and Hounds use
to pack one heartfelt punch.
Keywords:
-Happy Pets -Healthy Pets -Christmas Pets
-Wholehearted -Grounds&Hounds -Pet Costumes
-Holiday Pets -Petco Pets -Pets
Infographics for Petco Pinterest Pet Safety Tips Pinboard below:
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Facebook:
We created the content below to align with Petco’s fun and light-hearted presence on
Facebook. This content was created to be interesting and engaging to millennials so we
used funny/cute images and videos of dogs and their owners, Offering promotional
discounts through motion graphics and kinetic typography, and reinforcing our credo of
health and happiness. Creating an emotional connection to Petco customers.
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Petco Grooming - ​https://youtu.be/PamLqVyEAvI
About this video: This content was created to target Petco’s new growing audience:
Millennial women with no children. We used an image of a cute dog and a suggestive
caption to pull at the heartstrings of pet owners, and we showcase real results to create
trust and support our goal of quality of service.
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Petco Grounds & Hounds​ - ​https://youtu.be/g_kY-6IZbPI​Keywords:
-Pet Grooming -Healthy Pets -Happy Pets -Wholehearted -Clean Pets -Pet Cleaning -Pets
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Instagram
Run multiple posts to different audiences simultaneously for even more engagement
Create paid sponsored ads targeting and expanding audience
Create engaging content:
● Photo
● Video
● Stories
Instagram-​ Utilizing graphic design images, audio/video to create engaging content
Stories/Reels/Highlights/Live
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Showcase products & services
Show & tell concept
Highlight best product features and benefits of using it
Create engaging customer testimonials
Short how-to videos: with in-depth information leading to
website
Fun, entertaining, pet focused
Petco is utilizing IG Highlights effectively, recommended
additions:
Customer appreciation: For virtual shoutouts & review
feedback
Community Portal: Promote community partnerships,
brand collaboration, influencer engagements, local
events
Qualities of high content interaction:
1) Cute Pets
2) #hashtags
3) Quick and straight to the point
4) Easy to read
5) Working links
Partner with influencers for a wider
reach -
Collect, share, repost user-submitted
photos
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Hashtags Boost Engagement
Many of the brands utilize hashtags to drive visibility and engagement for their animal
friends. Instagram uses the hashtag #weeklyfluff to show off featured felines and
canines.
Develop interactive branded hashtags:
#petcogroundsandhounds
#petcosavespups
#petcosipscoffee
#petcorescuespups
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● Utilizing Instagram TV (IGTV)
● Content is posted every day to every other day. The content is varied from their
Facebook posts. Hashtags are not being used frequently
● @Petco and #PetcoSceneContest2020 are recent tags or keywords recently
used for a Halloween Contest Campaign
● Response and follow-up are lacking. The exception seems to be if their social
media specialist is currently online.
Opportunities
Post Covid 19 shopping experience
With Covid 19 still a lingering problem and the future of pet owners switching
to buying most of their products online Petco needs to take advantage of the
space they have occupied. Petco will reduce in store inventory by 30%
percent to allow more space for social distancing - and increasing the amount
of dog training classes and grooming options available. Our online store
supply will not change. Here are the 2 proposed layout plans we will be using
in all Petco stores:
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Layout A: Back to Front
Layout B: Front to Back
- Layout A is for larger store fronts such as the majority of San Diego
locations.
- Layout B will be used for smaller stores such as the store in Tijuana, Mexico.
● The 48”L squares represent shelf products.
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● The 8’L will be used for grooming services..
● The smaller rooms in the back of stores will be used for training.
● Checkouts will be located in the middle of store layout A and in front of
the store layout B.
If demand for either products or services increases we will adjust the layout of
the store to allow for more flexibility and create more private rooms using
covid barriers, like in the picture below.
As a result of increasing space for social distancing we will also be reducing
inventory of shelf products. We will accomplish this by utilizing a method
called geo-fencing where customers will be offered to take a survey and the
results will be filtered to each store. These geological based surveys will help
us focus on stocking what customers said they want, products that are selling
most in store, and products that have longer shelf life and non perishables.
● Our team will create geo-fenced surveys on our app and distribute them
across all our social media channels.
○ Most of us have smartphones with apps that we’ve allowed to
track our location.
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○ Organizations use these data points to track our behavior and
experiences in the moment while providing us with information
that might be useful to us in real-time.
○ Yelp is a great example of an app that pushes location-based
notifications based on proximity to potential restaurants or events
happening in the area.
○ This same kind of notification can be used for location-based
surveys.
○ Provide a 10% discount for every survey they participate in.
When a person has the Petco App installed and they go to a location that has
a geofencing survey setup and enabled, they will receive a sms message,
push a notification to open the app, and take the survey.
Location based surveys will enable specified results for locations of all our
stores: for example the Tijuana store survey responses said they wanted
affordable grooming, and the San Diego store surveys said they wanted more
space for training. We evaluate our data and order products or shape the
store for more services when we see demand for either. We will continue to
do the surveys for the 6 month campaign and assess its effectiveness based
on sales of products or services.
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Benefits of Geo-fenced Surveys:
● It’s easy for researchers to
gather information without having to ask
these questions within the survey.
● Passive data can be used to
validate survey responses collected.
● It’s 100% secure opt-in only via
the app.
● It will be integrated into the
existing app so respondents won’t need
2 different apps on their phone.
● You can trigger real-time
feedback and notifications based on
arriving and leaving a particular
location.
● Notifications can be sent via
SMS or through the App.
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Grooming service opportunity​:
● Due to grooming service appointment backlog Petco has an opportunity
to gain customers by utilizing local mobile grooming services
● Petco will partner with local mobile pet groomers, increasing exposure
for those small businesses, located at Petco sites
● Petco can capitalize on the increased in-store foot traffic with the
presence of mobile groomers and Grounds and Hounds campaign
● Petco will develop a plan to allow for seamless & safe access in and out
of the parking lot area and store to maintain social distance protocols
● All mobile grooming business will clean and disinfect their area of
responsibility after each service
● SM platforms, i.e., Facebook & Instagram will list all requirements for
customer experience and appointments with mobile grooming services
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Get to know your groomer.
Showcase various groomers from Petco locations local and around the states.
Example:​ Lisa is one of the valued Petco groomers with over 20 years
experience.Her love of dogs and attention to detail make her a grooming
asset to Petco.You can book your appointment with Lisa at our Petco San
Diego store located at Mira Mesa Blvd.
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Expand the Petco App to include:
● Scheduling grooming appointments
● Selecting a specific groomer at a desired location
● Ability to add grooming discounts / coupons in app at checkout
● Earning Pal Rewards & referrals for grooming services
● Provide Geo fenced surveys customers can take so we can better their
next experience and understand what locations need to improve
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Petco Family Friday on Instagram
#Petcofamily
● Petco has partnered with local animal shelters within the community and
offers a varied selection of dogs, cats and rabbits available for
adoption.Petco followers can share photos of their adopted pet on
Instagram and use the hashtag #Petcofamily.
● Petco will also select UGC(User generated content) to share with their
followers every Friday. When someone is considering adopting a pet
there are many things to contemplate before making that final decision
that are often overlooked.
● Petco cares about their customers and the bond they share with their
pets.They want to help their customers find the perfect pet for their
family. To help in the decision making process Petco will include helpful
adoption tips with their Instagram posts for Petco Family
Friday-#Petcofamily
An example-
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Thursday Training Tips
#TTT
According to ​Cision Newswire’s​ interview with Merck Animal Health, a new
survey suggests that 73% of first time dog owners, who took home a dog
during the pandemic for company and comfort, are finding that they don’t have
enough information to properly take care or train their dogs.
By offering quick training tips that our valued customers may use to train their
new family pets, Petco is able to help keep newly adopted pets from being
rehomed. This also helps Petco foster their relationship with their customer
base as well as establish themselves as a figurehead in animal welfare.
With Petco Thursday Training Tips we look to share some basic dog training
techniques that any pet can be taught with little to minimal effort.
Such as:
1. How to sit
2. Lay down
3. Stay
4. Speak or bark on command
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Having a pet is a big responsibility, but at Petco we hope to ease a pet
owner’s mind when it comes to their pets social,physical and mental health.
During Petco dog training sessions an owner & pet will learn how to:
● Socialize properly with other dogs.
● Build trust and strengthen the bond with their pet
● Exercise, play and stimulate their pet’s mind
Due to current Covid restrictions Petco offers In-Store dog training following
social distance guidelines as well as virtual online training. Petco believes in a
positive reward based method of training that reinforces proper, good
behavior from their pet.
Some examples of positive reinforcement methods include:
1. Food treats- Dogs are most receptive to this method
2. Praise- Verbal cues - Good boy in a positive tone
3. Petting- Providing an appreciative pat or stroke reinforces good
behavior
4. Incorporating a favorite toy ,game or play time
Building Credibility
According to ​Cision Newswire​, first time and younger generation pet owners
trust veterinary doctors as their most credible source when it comes to pet
health. We will build upon Petco’s credibility by reminding customers what
Petco can offer them. Petco already has a Vetco clinic for pets to get their
shots and full veterinary hospitals inside. But we will also focus on educating
staff and training them to be more knowledgeable about animal needs. By
focusing our employee training efforts more towards pet health and education,
rather than front end and cashiering, customers will feel better about bringing
their pets to Petco and feel that we care about the well being of their pets.
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Summary / Evaluation
To summarize, the campaigns and platforms we used were Instagram,
Facebook, and Pinterest. We chose these platforms because Petco has the
largest following on Facebook, their new target audiences can be found on
instagram, and we felt that they had missed the opportunity that Pinterest
offers. We ran multiple campaigns, with similar goals of getting their revenue
up by 10% as well as obtaining a new target audience.
Campaigns that were run:
1) Collaborations with Grounds & Hounds that gives buyers of G&H coffee
a 10% discount on Petco merchandise (Campaign advertised on
Facebook and Instagram, and Pinterest)
2) Collaborations with local groomers and Grounds & Hounds that gives
buyers a free cup of coffee with every mobile grooming purchase plus
the ability to buy G&H coffee and still get a discount inside the store
(Campaign ran on Facebook and Instagram)
3) Family Fridays, adoption tips and information as well as pictures of
dogs, cats, and bunnies available for adoption that posts every Friday
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(Campaign ran on Facebook, Instagram, and tips/information posted to
Adoption pinboard on Pinterest)
4) Thursday Training Tips, a video and infographic that posts every
Thursday with one training tip for the week (Campaign ran on
Facebook, Instagram, and tips/information posted to Training pinboard
on Pinterest)
5) Grooming page dedicated to personalizing groomer-pet-relationships
and showing behind the scenes of dogs and cats getting groomed
(Page ran on Facebook and Instagram with clips from both posted into
Petco’s Pinterest Grooming pinboard)
6) Petco’s annual Halloween contest called “Make a Scene”, where you dress
your pets up and Petco reposts the picture to their website.
a) Continuing of Petco’s annual Halloween costume contest, giving
prices to the top 3 winners (Campaign ran on Facebook and
Instagram)
7) Updating our Petco app to have geo fenced surveys that ask what
customers would like to see from Petco post Covid19. Would they like us
to focus on grooming, self grooming stations, food, training, etc. ? They will
get a 10% discount if they participate (Campaign ran on Facebook,
Instagram, and Pinterest)
The campaigns will be professionally created and contain images, graphs, and
bullet lists.
● Pinterest
● Instagram
● Facebook
@Petco #TTT #G&H #PFF #MakeAScene @Ground&Hounds
In evaluating how the campaigns were run and what changes were
necessary we realized that Petco needed to create a plan for post Covid 19.
They have more stock being bought online and reservations for grooming
booked weeks in advance. They need to remove their stock from the store
and make a new space for dog training and grooming that is Covid 19 safe for
pets and pet owners. They also needed to re-focus their employee training
towards animal knowledge, training, and grooming so that they can assist in
every customer's needs.
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We also realized that Pinterest wasn’t getting the attention it needed, it
was not coming up in searches, so we attached our campaign images and
short video clips to a small blog. This blog gave the same information but with
more detail and a couple more helpful images. After instituting the blog and
connecting it to the Pinterest page, Petco got more followers and more people
attending the mobile grooming every 1st and 3rd of the month.
We also produced surveys on all three platforms, as well as geo fenced
surveys in the app, that asked our audience their location and what they
wanted to see from their local Petco post Covid 19. San Diego, La Jolla, and
most of southern California said they wanted to see more groomers and more
outdoor training classes. While places like Tijuanna and most of Northern
Mexico said they wanted accessible places to wash their dogs or cats. So
Petco will increase the amount of self wash stations in their stores based in
Mexico and that have set standard prices (not based on weight) and provide
towels, soap, and aprons.
In all, based on our finding, Petco has benefited greatly from switching
their targeting audience to a​ ​more diverse, middle to lower class (25K-50K),
single women and men, ages 20-35, with one pet in the household. With our new
collaboration campaign they have increased their sales and brand awareness by
more than the desired 10% in our original goal statement. They have increased
their following on Pinterest by 2,600 and Instagram by 61,800 followers; and
Facebook following increased by 300,000. Their training courses and grooming
services have increased by 15% and continued to grow for the duration of the
campaign run. At the end of the six month marketing campaign, Petco has
decided to continue their business with HedgeHodge Marketing Firm and we are
currently working on two new campaigns to run this upcoming summer.
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Source:
Groomer Photo
https://commons.wikimedia.org/wiki/File:Groomer_Wearing_IS4P_V-Neck_Top.jpg
Petco Grooming
https://www.petco.com/shop/en/petcostore/s/petco-dog-training
Positive Reinforcement Training
https://www.humanesociety.org/resources/positive-reinforcement-training#:~:text=Types
%20of%20rewards,work%20especially%20well%20for%20training.&text=Say%20somet
hing%20like%20%22yes%22%20or,give%20your%20dog%20a%20treat​.
Chihuahua photo for Petco Family Friday
https://www.pikist.com/free-photo-sxkck
Petco App Photo
https://pixabay.com/photos/alipay-mobile-payment-qrcode-5417256/
About section on Petco website
https://about.petco.com/
Push marketing Petco article
https://www.marketingdive.com/news/petco-launches-largest-marketing-push-behind-pe
t-food-without-artificial-in/551285/
Forbes article-How Petco Addresses Marketing Efficiency
https://www.forbes.com/sites/paultalbot/2019/03/21/how-petco-addresses-marketing-effi
ciency/#56e2cd7967cd
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Marketing Dive article-Petco launches largest marketing push behind pet food without
artificial ingredients
https://www.marketingdive.com/news/petco-launches-largest-marketing-push-behind-pe
t-food-without-artificial-in/551285/#:~:text=Dive%20Insight%3A&text=By%20launching%
20the%20campaign%20across,family%20members%20that%20other%20cohorts​.
Slideshare Petco Presentation
https://www.slideshare.net/mgregory18/petco-final-presentation
Numerator- Petco Demographics graphs
https://snapshot.numerator.com/retailer/petco
Statista-Pet store revenue graph image
https://www.statista.com/statistics/254111/pet-store-market-segmentation-in-the-us-by-t
arget-group/
Petco-​Petco Expands International Footprint with New Tijuana Store
https://about.petco.com/2019-11-01-Petco-Expands-International-Footprint-with-New-Tij
uana-Store
Coschedule blog article- ​20 Important Benefits of Social Media Marketing Every
Business Should Know
https://coschedule.com/blog/benefits-of-social-media-marketing-for-business/
Blue Fountain Media article- 10 social media tools
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https://www.bluefountainmedia.com/blog/10-social-media-tools-to-improve-your-marketi
ng-strategy
Techjackie- 10 Disadvantages Of Social Media Marketing & What To Do?
https://techjackie.com/disadvantages-of-social-media-marketing/
Petco Develops Successful Stakeholder Relationships
https://danielsethics.mgt.unm.edu/pdf/Petco%20Case.pdf
Information about the stakeholder relationships
https://danielsethics.mgt.unm.edu/pdf/Petco%20Case.pdf
Information about new pet owners
https://www.prnewswire.com/news-releases/merck-animal-health-survey-reveals-first-ti
me-dog-owners-need-support-301178562.html
Information about what attracts millennials
https://www.inc.com/cox-business/10-reasons-why-millennials-love-small-business-and-
how-you-can-win-their-business.html
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