The document outlines a promotional campaign for Pretty Paws, a mobile pet grooming service. The campaign objectives are to increase brand awareness through social media marketing and encourage repeat purchases through loyalty programs. A customer persona of Sara Yusuf is provided, along with the brand's message strategy focusing on convenience, organic products, and hygiene. The marketing campaign will utilize content at different stages of customer awareness, consideration, familiarity and purchase. Goals of the campaign include acquiring new customers and retaining 10% of existing customers annually through digital advertising and communications.

1. Pretty Paws
Promotional Campaign

2. “Before you
create any more
‘great content,’
figure out how
you are going to
market it first”.
- Joe Pulizzi

3. 1
2
3
4
5
What Our Marketing Campaign is
Offering

4. Promotional
Campaign
Outline
 Objectives
 Message Strategy & Brand Theme
 Customer Persona
 Proposed Content
 Website
 IMC Communication Plan
 Campaign Goals
 Conclusions

5. Campaign
Objectives
Objective Goal KPI KPI Target Segmented
KPI
Increase
Brand
Awareness
 Promote the
brand and its
mobile grooming
services
 Gain exposure on
social media
 No. of
views
 No. of
followers
-
3,111
followers/annually
Instagram/
Facebook/
Google Ads/
Flyers
Encourage
Repeat
Purchases
 Retain loyal
customers
 Increase word of
mouth
 Percentage
of repeated
customers
144
customers/annually
(10% monthly)
Instagram/
Facebook/
Emails
“Good content isn’t about good storytelling. It’s about telling
a true story well.” Ann Handley

6. The Company’s
Campaign Slogan:
You Call, We Come
Brand Theme:
• Premium
• Quality
• Mobility
Message Strategy:
• Convenience
• Organic Products
• Hygienic
Product Benefits:
Time Saving
Pet Health
Message
Strategy &
Brand Theme
“Nobody reads ads. People read what interests them.
Sometimes, it’s an ad.” – Howard Gossage

7. Proposed
Content
Awareness
Consideration
Familiarity
Purchase
Retention
Conclusion

8. Customer
Persona
Sara Yusuf
Age: 35
Nationality: Non-
Bahraini
Residence Location:
Northern Governorate
Pet Ownership:
Pet Type: Dog
Grooming Frequency: 2
Months
Price willing to pay: 20.5 BD
Relationship with pet:
- Companionship
- Unconditional Love
Activities:
- Plays indoors with pet
- Takes pet for a walk
Challenges:
- Sara faces difficulties in finding professional
and experienced groomers
- Dog parks to walk and play with her pet
Sources of
Information:
- Facebook
- Instagram
- Website
Preferences:
- Organic products
- Groomer is
experienced
- Customer Reviews
- Watch his pet get
groomed
Digital Behavior:
- Pet grooming
services
- Pet shops in Bahrain
- Pet wash

9. Proposed
Content
Awareness
Consideration
Familiarity
Purchase
Customer
Retention
The Venn Diagram illustrates how the customer perceives
the brand through the “buyer’s journey”.

10. Social Media Awareness
Post
Sample Flyer ContentAwareness
Content
“Market like the year you are in!” ~ Gary Vaynerchuck

11. Consideratio
n Content
Consideration Stage Sample
Email

12. Familiarity
Content

13. Purchase
Content
Purchase Stage Sample
Email

14. Retention
Content

15. Website

16. 10% Customer
Retention Rate (144
Customers Annually)
Growth In Brand
Recognition & Digital
Impact
65% Acquisition Of
Total Expat Market
Share
Estimated Annual
Revenue Of 11,500 BD
Campaign Goals

17. HOW WE PLAN TO
ACHIEVE IT ..
The IMC Communications Plan

18. Post
Frequency &
Ratio

19. 01
This is a sample text. Insert
your desired text here.
02
This is a sample text. Insert
your desired text here.
03
This is a sample text. Insert
your desired text here.
04
This is a sample text. Insert
your desired text here.