N A T I V EDavid Pantorilla| Riccardo Leumann | Jessica Monack | Maria Elmqvist | Sonny Sun
NATIVE DEFINITION-Natives to our home towns, but honorary San FranciscoNatives.-We celebrate diversity through our work and the brandswe represent.-We want to keep San Francisco authentic and take pride insupporting local brands.
I. StrategyII. CreativeIII. DevelopmentIV. Media
SITUATION• Introduce a new daycare facility in SF dog world located inthe financial district.COMPLICATIONS• The current market is saturated and we need todifferentiate ourselves.• Pet owners fear that sending their dog to day care will havea negative impact.P r o j e c tO b j e c t i v e sPROJECT OBJECTIVES
Discovery“The seeker embarks on a journey to find what hewants and discovers, along the way, what he needs.”Wally Lamb, The Hour I First Believed
PRIMARY AUDIENCEThere are more dogs inSF than children… Why ?
25-35 years old arepostponing big life decisionsDiscoveryPRIMARY AUDIENCE
23% !23% of SFpopulation isage 25-34The otherage groupsDiscoveryPRIMARY AUDIENCE
Dogs fill the void and allowthem to test-drive parentingDiscoveryPRIMARY AUDIENCE
“Wick, who has been in an on-and-off relationship for aboutthree years with a man whodoesn’t want children, has yet tostart her family, ‘unless you countmy puppies,’ she says. Wick callsher puppies “snooze-buttons” forher ovaries.”DiscoveryPRIMARY AUDIENCE
23% !25$34!!years!old!!They over indexof visiting SPCASF.The otherage groupsDiscovery120!index!PRIMARY AUDIENCE
DiscoveryShift 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
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 gonePRIMARY AUDIENCE
SECONDARY AUDIENCEDiscovery-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
7 out of 10American adults say they track someaspect of health, either for them- selves orfor someone else, according to the Pew Re-search Center.70%!CULTURAL TRENDQUANTIFIEDSELFDiscoveryCurrentTrend
QUANTIFIEDSELFCurrentTrend"Before the Fuel Bands official Americanrelease, it was open for pre-order online, andwas sold out both times within the sameday.” Wikipedia Nike+ Fuel band page"We are moving towards a time when theability to track and understand data isdeeply woven into our daily lives,” ErnestoRamirez, community organizer for QuantifiedSelf...” –MashableDiscoveryCULTURAL TREND
“Your dog is your best, most loyal friend, and you want to makesure he’s getting the best care he can get. As technologyaddresses real-life needs more and more each day, companies andnon profits are creating apps to make sure every Fido spot andprincess receives the attention he or she deserves.”-MashableQUANTIFIEDPETDiscoveryEmergingTrendCULTURAL TREND
“One of the biggest buzzwords in business right now, isabout conducting business in an open and forthrightway, and it is driven by recent trends in technology,society and financial markets.”-Huffington postTRANSPARENCYDiscoveryCULTURAL TREND
QUANTIFIEDSELF/PETData provides thevoice that petparents wish theirdogs had.DiscoveryTRANSPARENCYINSIGHT
• Experienced Trainer• Dog Walking Only• Clean Environment• Hospice CareMOST COMMON SERVICESDiscovery
THE THREE MAIN COMPETITORSK9 Pet Camp WelldogSellingPointLocationMainServicesPricingClean, SafeEnvironmentSouth Beach, SOMAGroomingDay CareOvernight ServicesSelf Wash$$$Award-winningPacific HeightsBayviewTrainingHealth/SafetyDoggie CampDoggie Daycare$$$$ $$Pet-sittingHospice CareGroup Dog WalksCanine Body WorksInner RichmondCompassionateDiscovery
Branding“A great brand raises the bar – it adds a greatersense of purpose to the experience, whether it’sthe challenge to do your best in sports andfitness, or the affirmation that the cup of coffeeyou’re drinking really matters.”-Howard Schultz, Starbucks
TECHNOLOGYCOMMUNITY RESPECT B r a n d i n gBRAND PILLARS
TECHNOLOGYCOMMUNITY RESPECT Embracing technologicalinnovationB r a n d i n gTech innovation is central to bothour location & our promise toclientsBRAND PILLARS
TECHNOLOGYCOMMUNITY RESPECT Embracing technologicalinnovationEmbracing the SF dogcommunityB r a n d i n gTech innovation is central to bothour location & our promise toclientsBRAND PILLARS
TECHNOLOGYCOMMUNITY RESPECT Embracing technologicalinnovationEmbracing the SF dogcommunityMaintaining respectfulrelationshipsB r a n d i n gTech innovation is central to bothour location & our promise toclientsBRAND PILLARS
TECHNOLOGYWe Help You TuneIn With Your DogB r a n d i n gCOMMUNITY RESPECT BRAND POSITIONING
B r a n d i n gPROGRESSTECHNOLOGY OPENMINDEDDOG-LOVERS PERSONALUNIQUE &SPECIALIAZEDIDENTITY NAMING
New BreedB r a n d i n gPROGRESSTECHNOLOGY OPENMINDEDDOG-LOVERS PERSONALUNIQUE &SPECIALIAZEDIDENTITY NAMING
1. Pick Up/Drop Off From Home Or Office2. Grooming3. Various Levels Of Training4. Available 24/75. Food And Treats6. Accessories From Local Dog Supply Vendors7. Private WalksB r a n d i n gSERVICE RECOMMENDATIONS SURVEY
B r a n d i n gCulture:QuantifiedPetAudience:Want To KnowWhat Their DogIs DoingWHAT MAKES US STAND OUT?
B r a n d i n gQuantifiedPetCulture:QuantifiedPetAudience:Want To KnowWhat Their DogIs DoingWHAT MAKES US STAND OUT?
Campaign"The best way to drive loyalty is to createconsistently compelling and authenticexperiences…"-Paul Adams, Facebook
OBJECTIVESI. Introduce New Breed to the SF dogmarketII. Establish solid initial clientele groupIII. Establish strong digital presence(website, social media, app)IV. Foster cooperative relationshipswith local hotels and dog relatedbusinessV. Become known as the mostinnovative dog daycare in SFc a m p a g i n
New Breed updates you on your dog’s day so you feel like you neverleft him.c a m p a g i nNew Breed’s skilled dog-loving staff makes sure that your dog is beingwell-taken care of throughout their stay.!New Breed helps you take advantage of San Francisco’s dogcommunity.New Breed measures your dog’s wellbeing and activity throughquantified pet solutions to ensure that they’re always progressing.KEY MESSAGES
c a m p a g i nINTEGRATED MEDIA PLANEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNERSHIPSONLINE/SOCIAL MEDIABRANDPLATFRPOM
c a m p a g i nEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANWebsite
c a m p a g i nEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANPAID MEDIADog poop bags.OOH, placed in dispensaries.dog parks around the city.
c a m p a g i nDog poop bags.Poster and handoutsOOH, placed in dispensaries.dog parks around the city.EARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANPAID MEDIA
c a m p a g i nEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANKick Off Event: Woofie Hour
c a m p a g i nEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANSocial MediaInnovative Doggie Homes Food Tech Cuties with iPads Emerging Pet TechInnovative Doggie Homes Food Tech Cuties with iPads Emerging Pet TechDoggie Apps Inventive Costumes Tech Toys
c a m p a g i nINTEGRATED MEDIA PLANSocial MediaEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIA
c a m p a g i nEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANEarned MediaGet a promotion bychecking in onfoursquare specificnumber of times.(Pet stores, dogparks etc.)
c a m p a g i nWe will announce the newfacility and our servicesthrough blogs and publicationsRelated in the area ofinterests; Trends, NewTechnologies, Dog care.EARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIAINTEGRATED MEDIA PLANEarned Media
“We don’t have an inservice dog sitting optionas a hotel servicehowever, we do connectyou with ABC Bay AreaChild which does petsitting while the guest isout of the room.”-Intercontinental MarkHopkinsU.S. adult travelersconsider their petto be part of thefamily.49% !c a m p a g i nINTEGRATED MEDIA PLANPartnershipsEARNEDMEDIAEVENTSPAID MEDIAWEBSITESPARTNESHIPSONLINE|SOCIAL MEDIA
INTEGRATED MEDIA PLANSummaryChannelsHow are we communicating?Hotel partnershipsMagazine articlesBlog articlesSocial mediaOpening EventPoster/ hand outsDog poop bagsCompetitionPlacementWhere are we communicating?Ritz, Marc Hopkins, Fairmont, MarietteSf Chronicle, sfgate/petsCoolhunting, bold italic, Tech Crunch, ZinaTheme: “Tech+pets”, Pinterest, Twitter, YelpVoffie Hour -Bring your dogDog Park Cafe in Duboce Park, Atlas ZazieOOH, placed in dog parks around the cityFourSquarec a m p a g i n
What do wewant ouraudience tothink, do &feel?Think: New Breeder dog careimproves our relationship, andproves it through innovativeapplication Of technology.Do: drop off their dogs with useach every time they can’t bewith them.Feel: close with their dog asthough they were with them allday.c a m p a g i n
COMPETITORSWhat is everyone else doing?DiscoveryAPPENDIXSlide 8 – “Where Dogs Have Their Day” National Geographichttp://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!!!!
COMPETITORSWhat 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/hourOther 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: $25DiscoveryCOMPETITIVE ANALYSIS AVERAGE PRICE RANGE
DiscoveryDISCUSSION GUIDEN AT IV EDog Daycare Discussion GuideSan Francisco, CALength: 90 minutesRecruited 3 groups of 5 dog ownersObjectives1. 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 deeperunderstanding the relationship between owners and their dogs, which will be segued into through theicebreaker 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 qualitiesin an ideal dog daycare facility. Through them we can assess needs and expectations.1
DiscoveryDISCUSSION 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 whatdog 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 EDog Daycare Discussion GuideHomework AssignmentName: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 (1being a low price and 5 representing a premium price).pick up/drop off 1 . . . 2 . . . 3 . . . 4 . . . 5grooming 1 . . . 2 . . . 3 . . . 4 . . . 5clothes/supplies for sale 1 . . . 2 . . . 3 . . . 4 . . . 5training 1 . . . 2 . . . 3 . . . 4 . . . 5gym 1 . . . 2 . . . 3 . . . 4 . . . 524/7 1 . . . 2 . . . 3 . . . 4 . . . 5food/treats 1 . . . 2 . . . 3 . . . 4 . . . 5private walks 1 . . . 2 . . . 3 . . . 4 . . . 5camera surveillance 1 . . . 2 . . . 3 . . . 4 . . . 5spa service 1 . . . 2 . . . 3 . . . 4 . . . 5veterinary services 1 . . . 2 . . . 3 . . . 4 . . . 5dental services 1 . . . 2 . . . 3 . . . 4 . . . 53
DiscoveryMAN ON THE STREET INTERVIEWSecXon!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?!
DiscoveryCREATIVE BRIEFNATIVECreative Brief4.29.13SITUATIONIntroduce a new daycare facility in SF dog world situated in the financial district.COMPLICATIONSThe 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.INSIGHTPet parenting is a preparation for real parentingINSPIRATIONOur primary audience lives is digital organized, they depend on the digital to enhanceand manage their every day life.OPPORTUNITYThe convenient location in the financial district provides an advantage because it isclose to offices (There is no other dog facilities in this neighborhood)People are using innovative technology e.g. quantify selves, and other data trackingand calculations to improve themselves. Applying this trend will help improverelations between pets and owners.USP: Tune in with your dog (Improve your relationship with your dog)OBJECTIVES:I. Introduce new DCF to SF dog marketII. Establish solid initial clientele groupIII. Establish strong digital presence (website, social media, app)IV. Foster cooperative relationships with local hotels and dog related businessV. Become known as most innovative dog daycare in SFMETRICS:I. Gage interest with potential client via requests. + Attendance at the openingevent.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 usV. Paid/earned media: articles in SF publications mentions.NATIVECreative Brief4.29.13AUDIENCEPrimary target basics: Young Urban Professionals, 25-35, Male and Female, higherincome, local San Francisco.• Biggest segment of SF Population.o 25 to 34 year olds make up largest percentage of the total SanFrancisco population. 1• Putting off big life commitments like marriage and kidso “Wick, who has been in an on-and-off relationship for about threeyears with a man who doesnt want children, has yet to start herfamily, "unless you count my puppies," she says. Wick calls herpuppies "snooze-buttons" for her ovaries." 2• Social Pressure to feel and be a good parent to their peto 47% of pet owners feel that owning a pet is better for your social lifethan 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 thisopportunity by taking more time to get to know themselves: to travel, tofocus on their careers, and to date different people. Although they arentyet ready for the responsibility of raising a child, they still crave acertain level of responsibility, as they get older. Their dog fits perfectlyinto this role, and serves as a stepping-stone towards one day having achild of their own. For now, their dog is their child, their companion,and the one they snuggle with before bed every night. Since theyre sobusy with work, their furry child helps to balance out their life byproviding a sense of companionship. This doesnt mean that they arentinterested in having a social life, in fact they desire time out withfriends and feel guilty about leaving their dog home alone when they goout to play. Even when theyre not with their friends, these digitalnatives 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 hasa lot of young people who aren’t married so, you know, you get a dog,’ saysFranchey’s girlfriend, Lisa Mobini, 29, a former NFL cheerleader.”3!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!123% Bay Area Census 20102"To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 20112"To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 2011http://www.calgaryjournal.ca/index.php/family-life/families/220-to-wait-or-not-to-wait-why-some-people-are-holding-off-on-having-kids3San Francisco, Where Dogs Have Their Day, National Geographic
DiscoveryCREATIVE BRIEF CONT.NATIVECreative Brief4.29.13Secondary: All same but travelers• As businesses are becoming more supportive of pet travel, pet owners aretaking advantage and bringing their furry friends with them. 4“Hotels are offering room service, massages and beds for pets, and as silly as itsounds, Best Western has hired the "Dog Whisperer" to be the chain’s pet travelexpert, The New York Times reports.”5MESSAGING STRATEGY1. Steves Dog Care has the professional and skilled trainers that will take care ofyour 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 thedogs actions during its stay4. Steves Dog Care embrace’s the San Francisco dog culturePOSITIONING STATEMENTWe help you tune in with your dog.ENGAGEMENTWhat do we want our audience to think, do & feel?Think: Steves Dog Care improves our relationship, and proves it through innovativeapplication 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.PLACEMENTKick 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)TONEHonest, 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 Survey40% 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<=>?=@<(!