Final Presentation for STCO 307

1. Joel Miller Alysha Clayton Nathan Young Aaron Rogerson
Group 3

2. Introduction
PawPrints: The Best Pet Spa in Roanoke
Research shows for positive results
Situation Analysis, Objectives, Target, Strategy,
IMC Tactics

3. Southern Hospitality: Every Pets 2nd Home
We have:
Gourmet Pet Food
Top Notch Chew Toys
Everything you need for Grooming
The Best Supplements Available
Dog Cabins & Cat Condos

4. Situation Analysis (SW)
Strengths
Pet Spa / Grooming Industry is booming
Americans Own More Pets Now
Over $55 Billion last year
We have things no one else has
Weaknesses
We are a new company

5. Situation Analysis (O)
Opportunities
Lots of potential growth
Roanoke Airport
New company, new ideas, new technology
Ability to be part of the community

6. Situation Analysis (T)
Threats
6 Other Pet Spas / Groomers in Roanoke
1 Other Pet Spa in the Lynchburg Area
Pet Supply stores
Free pet sitters (friends, family)

7. Promotional Objectives
Develop Awareness
Build Customer Traffic
Enhance Firm Image
Increase Family Vacations

8. Target - Pet Owners
Statistics
● National: 38% Dog, 34% Cat
○72% of households own cats/dogs
● Roanoke Population: 98,465 with 42,000
households (2013)
○30,000 have pets
● 2.11 avg cats, 1.6 avg dogs

10. Population Breakdown
Breaking Down Our Roanoke Target
● Age 40-54 and $50k+
○ 20,000 people between 40-54 living in Roanoke
■ 14,000 (72%) own pets
○ 12,000 households make $50k+ (30%)
■ 9,000 households make $50k+ and have pets
Best potential for money + customers

11. Persona: Tom and Mary
● Both 48, educated, family-minded
● Travelers, spend time together / with friends
● Empty-nesting homeowners
○ Son in college, dog at home
● Upper-middle class income
○ Purchasing power
○ Focus funds on family, quality

12. Strategy
Let Our Family…
Take Care Of Yours
Creative:
Quality > Quantity
Prestige & Pampering
Enjoy Life More

13. Strategy
Media & Other:
Billboards
Newspaper & Magazine
PetEx 2015
Facebook Campaign
Pet Grooming Vans
Floor Stickers in Airport
Direct People to Our Website

14. Billboard
● $2,500 each for 4 weeks
○ 2 Airport Locations
■ 300,000 impressions/week
○ 2 Freeway Locations
■ 50,000 impressions/week
● $10,000 a month

15. May 1 – May 31
Advertises soft opening

16. Newspaper + Magazine
The Roanoke Times (Newspaper)
- $120 per month in The Roanoke Times, website
- 128,000 readership
The Roanoker (Magazine)
- Readers: $139k avg. income, active in
community
- Bimonthly (~$3,000 per full page ad)

17. May 1 – May 31
Advertises soft opening
Magazine Newspaper

18. PetEx 2015
● Hundreds attend annual expo
● Two 10x10 Booths for $600 Dollars
○ $1,000 total – Supplies & Info
● Create Brand Awareness & Community Relationship

19. Facebook Campaign
Target uses Facebook for social media
41,000 within 50 miles
○ Interested in Cats & Dogs
○ Potential 16,000 per day
● $50,000 for 12 Months
○ Outsource to agency

20. May 1 – May 31
Advertises soft opening
Facebook

21. Soft Opening
June

22. Grand Opening Vacation Sweepstakes
● Waikiki Beach, HI Getaway
○ Drop pets off, go on adventure
● Starts June 1 (S.O.), ends August 1 (G.O.)
○ Signups inside store during soft times
● $6,000 per couple – 3 Winners
○ $18,000 total

23. June 1 – July 31
Advertises grand opening and vacation sweepstakes

24. June 1 – July 31
Advertises grand opening and vacation sweepstakes
Magazine Newspaper

25. June 1 – July 31
Advertises grand opening and vacation sweepstakes
Facebook

26. Pet Grooming Vans (2)
● Offers services from soft opening onward
○Pickup, on-the-go grooming, etc.
○“Driving billboard”
● $90,000 per van, remodel, supplies, employee
● $180,000 for 2

27. Grand Opening
August

28. August 1 – April 1
Advertises PawPrints in general

29. August 1 – April 1
Magazine Newspaper

30. August 1 – April 1
Advertises PawPrints in general
Facebook

31. Floor Stickers In Airport
● Run from August 1 to April 1
○Ad for PawPrints, relates to traveling
● $2,500 a month
○$20,000 for 8 months

32. TACTICS May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
PetEx 2015 X
Soft Opening X
Vacation X
Grand Opening X
Billboard 1 2 2 3 3 3 3 3 3 3 3 3
News/Mag 1 2 2 3 3 3 3 3 3 3 3 3
Facebook 1 2 2 3 3 3 3 3 3 3 3 3
Grooming Vans 2 2 3 3 3 3 3 3 3 3 3
Airport Ads 3 3 3 3 3 3 3 3 3
1 – Soft Opening 2 – Grand Opening 3 – General Advertising
$18,320 $229,640 $150,360

33. Summary
● PawPrints will become best pet experience
● Target is viable, great potential
● Many ideas to grow brand recognition & success
● We know Big Results are in the future

34. Joel - 1 - 7, 12-13 , 33
Nathan - 8-11 , 14-17 , 21 - 22 , 32 (GRID)
Aaron - 18 - 20 , 23 - 31 ,