The document outlines plans for a new dog daycare facility called New Breed located in San Francisco, including objectives to introduce the brand, establish an initial client base, develop a strong digital presence, and foster relationships with local businesses through an integrated marketing campaign emphasizing technology and community. Research into the target audience of young urban professionals shows they see their dogs filling social and parenting voids, and cultural trends around quantified self could be leveraged through an app tracking dogs' activities.
This document outlines a marketing campaign for a new dog daycare facility called New Breed located in San Francisco. The campaign aims to introduce New Breed, establish an initial client base, develop an online presence, and partner with local businesses. Key strategies include an opening event, social media focused on technology and pets, partnerships with hotels, and promotional items like dog poop bags. The goal is for New Breed to be seen as the most innovative dog daycare through its use of technology to provide transparency into dogs' activities.
Judi Jordan is an experienced event planner and producer seeking a full-time, part-time, or freelance position. She has 7 years of experience planning successful events in Southern California with budgets from $5,000 to $250,000 for non-profits, corporations, and private clients. She has strong skills in marketing, promotions, budgeting, coordinating sponsors, and ensuring client and guest satisfaction.
This document profiles 8 types of customers that will frequent PLATFORM, a new development in Los Angeles consisting of 8 spaces for retail, dining, and events. The customer types are: The Local, The Commuter, The Resident, The West Side Crescent, The Parent, The Eastsider, The Destination Shopper, and The Art & Design Lover. For each type, the document describes their lifestyle and reasons they would visit PLATFORM, focusing on events, shopping, dining, and community aspects.
SavvyMedia is a creative agency that specializes in brand activations, festivals, creative consulting, strategy, sponsorships, and experiential marketing. They connect brands to culture through content creation, engaging experiences, social media activations, and integrated festival marketing. SavvyMedia has worked with many brands and festivals to elevate their presence and complement existing marketing efforts through influencer relations, talent booking, and sponsorship opportunities.
Stunna Parris Entertainment is inviting brands to sponsor the "Love & Hip Hop Barbados" event featuring Cardi B on April 16, 2016. There are gold, platinum, and diamond sponsorship levels that provide various marketing benefits including branding, social media promotion, radio advertisements, and potential merchandise sales. The event aims to entertain the large urban population in Barbados, targeting the 16-29 age range, and hopes to attract an audience of 10,000 people. Stunna Parris has a track record of successfully hosting concerts for popular artists. Interested brands can contact Stunna Parris to discuss sponsorship opportunities and capitalizing on Cardi B's popularity.
Here is what St. Thomas marketing students came up with in order to help feed the hungry! Inspired by FINNEGANS Community Fund and the local fashion scene.
LaNese Harvey Sample Work (Tuscany Campaign)LaNese Harvey
- Tuscany is a 30-year-old Italian restaurant brand in Chicago facing challenges staying relevant against trendy competitors. A new marketing campaign aims to build brand awareness and appeal to younger consumers through advertising, social media initiatives, and menu updates.
- The campaign involves rebranding Tuscany and its 437 Rush restaurant, launching a loyalty program, creating shareable small plates and outdoor digital ads featuring Italian sayings. A singing waiter video contest and food truck will promote the brands on social media.
- The goal is to increase current customer visits by 10% and new customer visits by 15% in one year through revitalizing the brand image and generating presence among target consumers ages 25-45.
This document outlines a marketing campaign for a new dog daycare facility called New Breed located in San Francisco. The campaign aims to introduce New Breed, establish an initial client base, develop an online presence, and partner with local businesses. Key strategies include an opening event, social media focused on technology and pets, partnerships with hotels, and promotional items like dog poop bags. The goal is for New Breed to be seen as the most innovative dog daycare through its use of technology to provide transparency into dogs' activities.
Judi Jordan is an experienced event planner and producer seeking a full-time, part-time, or freelance position. She has 7 years of experience planning successful events in Southern California with budgets from $5,000 to $250,000 for non-profits, corporations, and private clients. She has strong skills in marketing, promotions, budgeting, coordinating sponsors, and ensuring client and guest satisfaction.
This document profiles 8 types of customers that will frequent PLATFORM, a new development in Los Angeles consisting of 8 spaces for retail, dining, and events. The customer types are: The Local, The Commuter, The Resident, The West Side Crescent, The Parent, The Eastsider, The Destination Shopper, and The Art & Design Lover. For each type, the document describes their lifestyle and reasons they would visit PLATFORM, focusing on events, shopping, dining, and community aspects.
SavvyMedia is a creative agency that specializes in brand activations, festivals, creative consulting, strategy, sponsorships, and experiential marketing. They connect brands to culture through content creation, engaging experiences, social media activations, and integrated festival marketing. SavvyMedia has worked with many brands and festivals to elevate their presence and complement existing marketing efforts through influencer relations, talent booking, and sponsorship opportunities.
Stunna Parris Entertainment is inviting brands to sponsor the "Love & Hip Hop Barbados" event featuring Cardi B on April 16, 2016. There are gold, platinum, and diamond sponsorship levels that provide various marketing benefits including branding, social media promotion, radio advertisements, and potential merchandise sales. The event aims to entertain the large urban population in Barbados, targeting the 16-29 age range, and hopes to attract an audience of 10,000 people. Stunna Parris has a track record of successfully hosting concerts for popular artists. Interested brands can contact Stunna Parris to discuss sponsorship opportunities and capitalizing on Cardi B's popularity.
Here is what St. Thomas marketing students came up with in order to help feed the hungry! Inspired by FINNEGANS Community Fund and the local fashion scene.
LaNese Harvey Sample Work (Tuscany Campaign)LaNese Harvey
- Tuscany is a 30-year-old Italian restaurant brand in Chicago facing challenges staying relevant against trendy competitors. A new marketing campaign aims to build brand awareness and appeal to younger consumers through advertising, social media initiatives, and menu updates.
- The campaign involves rebranding Tuscany and its 437 Rush restaurant, launching a loyalty program, creating shareable small plates and outdoor digital ads featuring Italian sayings. A singing waiter video contest and food truck will promote the brands on social media.
- The goal is to increase current customer visits by 10% and new customer visits by 15% in one year through revitalizing the brand image and generating presence among target consumers ages 25-45.
Coalición will be a lounge and pintxo bar in Seattle offering small Spanish-inspired bites, drinks, and live music. The business aims to create a social atmosphere where customers can enjoy food, drinks, and dancing. It will focus on quality products and good customer service to attract repeat customers. The owner also wants to incorporate a philanthropic element, like donating leftovers or supporting local causes. The business will help fill a gap in the market by providing this unique combination of pintxos, music, and lounge space in an accessible location.
2016 Reno-Tahoe AMA Ace Awards Full PresentationRenoTahoeAMA
This is the full presentation from the 2016 Reno-Tahoe AMA's 28th annual Ace Awards. Congratulations to all of the finalists and winners! Thank you to all who nominated efforts and submitted entries: we received over 140! Also, thank you to the South Carolina chapter of AMA for their help with judging the entries.
The Reno-Tahoe Amercian Marketing Association's Ace Awards event recognizes brand engagement excellence within our community. This year, over 140 nominations were submitted across 12 categories, the highest volume ever received!
Once we accounted for duplicate nominations and reached out to all of those who were nominated, we began the process of collecting more information about each nominated effort in the form of a survey, and collected countless supplemental links and attachments. These nominees were ultimately narrowed down to 52 finalists based on the board’s review of the submissions, which were then voted on by our judges to determine winners.
This year’s judges included the board members of our sister chapter in Charleston, South Carolina, as well as Reno-Tahoe AMA Professional Members. In addition to the 12 categories of awards, we'll also be giving out a People's Choice award (voted on by well over 1,500 people) and "Influencer of the Year," which is an award given to an individual within the community for their contributions to the marketing industry, collectively voted on by the board.
The document provides details about Sensual Scents' new "Madame Bijoux" fragrance to be introduced at the HBA Global Expo in June 2014. It announces the fragrance, describes what makes it unique, and lists the schedule of events at the Sensual Scents booth during the Expo, including giveaways, demonstrations, a luncheon, and fashion show.
The document proposes creating a new entertainment area in Genting Highlands targeting young adults aged 17-30. It details market research conducted including interviews with 16 people in that age group. Key insights include that this demographic enjoys socializing and being seen at trendy places. The proposed idea is to build "Opus" featuring cafes and restaurants with live music, and "Project Pandora" with various bars and clubs with themes based on Greek mythology. A Moulin Rouge hotel is also proposed. Marketing strategies include a website, social media, apps, and fingerprint-based payments. The goal is to provide a variety of experiences to attract more young visitors to Genting Highlands.
This document outlines a media communications strategy for introducing the Hoover's restaurant brand from Austin, Texas to Atlanta, Georgia. It discusses keeping the spirit of Austin alive through the Hoover's experience in Atlanta by incorporating live music, community events, and Austin-inspired food. The objectives are to generate buzz and excitement about the opening, engage the local community, and ultimately direct people to make purchases at Hoover's. Tactics will include advertising, social media, community involvement and tracking key metrics like social media interactions and store traffic to measure success.
This document proposes a Celebrity Cuisine Meander event at The Zone in Johannesburg from May 29th to June 12th, 2013. It aims to build on the success of the 2012 event by further establishing The Zone as a top social destination through a celebrity and media focused campaign. The concept involves 10 local celebrities and media personalities hosting a dinner party for 5 guests each, with food provided by different Zone restaurants, to highlight the dining options. Activities will include a cocktail launch event and a finale dinner event where celebrities compete for charity donations. Confirmed participants include celebrities and media personalities.
Prime Time PR has been hired to promote the opening of a Victorias Secret PINK store inside Cowboys Stadium in Dallas. Their strategic plan includes advertising the store opening and a tailgate event on social media, local colleges, and TV to target both female and male Cowboys fans. The goals are to generate excitement and foot traffic for the store's ribbon cutting and achieve positive financial and consumer feedback.
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...IBM Switzerland
This document discusses how mobile technology and social media are reshaping business and consumer expectations. It notes that consumers now expect seamless, personalized experiences across all channels and want more control over how and when they interact with brands. The document advocates that companies take an integrated approach to commerce that focuses on customer experience, value chain optimization, and customer insight in order to deliver exceptional customer experiences.
This document provides statistics and information on Jordan's ICT and ITES sector in 2011. It finds that the total revenue for the sector was $746 million, with $509 million from domestic revenue and $237 million from exports. Employment in the sector was over 11,000, with the majority in IT occupations. The sector has grown significantly since 2000, with domestic IT revenue increasing from $48 million in 2000 to over $507 million in 2011.
This document appears to be a presentation from Digital Native Academy that discusses their services related to digital innovation. They provide workshops, projects, and research collaboration on topics like cloud computing, mobile applications, social media, the internet of things, and data intelligence. They have assisted companies across various industries and their team includes experts in business, technology, mobile, cloud, data, and social media. The presentation provides examples of specific projects and services they offer within each topic area.
This document discusses hybrid connectivity with Windows Azure, specifically focusing on integration and messaging capabilities. It provides an overview of AppFabric and Service Bus features like queues, topics, subscriptions, filters and sessions. It also reviews the different runtime API choices and use of the BrokeredMessage class in .NET applications. A demo is planned to showcase service bus tracing, transactions, large messaging with sessions and publish/subscribe patterns.
Analysis of emerging Creative Technology marketplace plus strategies for businesses looking to develop their Creative Technology offering. By Matt McNeany, CEO of Code, Omnicom's Creative Technology agency. www.codeworldwide.com
Transforming the service layer telus-sigmaSigma Systems
Shane Logan, Director of Services Architecture at Telus, is transforming Telus' service layer to maintain competitive advantage. Telus provides voice, IPTV, and internet services to 34 million Canadians. The challenges include giving developers faster access to Telus' subscriber base, and giving carriers and subscribers access to more affordable applications. To address this, Telus is implementing a Service Delivery Framework (SDF) to provide a centralized access point, policy engine, and third party relationship management. The SDF will improve time-to-market, reduce costs through re-use, and encourage external innovation by making services available on any device.
This document provides an overview of social media marketing practices and principles of influence. It discusses key concepts like the social graph, newsfeed/story feed, social gestures, and sharing stories. It also analyzes how principles of social influence from psychology can apply to social media, such as reciprocity, consistency, social proof, authority, and scarcity. Specific social media platforms and tactics are mentioned like Facebook likes, comments, EdgeRank, hashtags, and check-ins. The document also references theories around critical mass, commitment, bystander effect, and how to create requests that encourage consistency with previous actions.
This presentation was prepared and delivered by Yvette Adams of The Creative Collective for AMPED (A Music Program Enabling Development). AMPED aims to assist young emerging musicians and artists aged between 15 and 30, young bands, musicians and music industry workers across the Sunshine Coast to develop their skills and professional opportunities in the music industry. The project is an initiative of the Queensland State Government through Arts Queensland’s A-venue program and delivered by the Sunshine Coast Regional Council.
The document provides an overview of an individual named Cristina Otoya. It includes biographical information, education and work experience. Some key details include:
- She received a Bachelor's degree in Communications from Brigham Young University with an emphasis in Advertising and minor in Spanish Literature.
- Her work experience includes positions in account planning, research, translation and social media for advertising clients and BYU Television International.
- She has interests in photography, film, design, blogging and translation.
- Her computer skills include programs like Photoshop, Illustrator, Lightroom, SPSS, Microsoft Office and others.
- Examples of her work in advertising include developing strategies and concepts
This document summarizes an alternative school called CannesLions that provides creative training programs and experiences related to the advertising industry. Key aspects include:
1. CannesLions runs various training programs focused on design, cyber, PR and advertising that provide experiences working on briefs, opportunities to present at events, and recruitment benefits.
2. Sponsorship packages are available for companies and range from 3,500E to 10,000E, providing benefits like free participation in programs, teams working on company briefs, speaking opportunities, and social media coverage.
3. CannesLions has had over 200 alumni trained at major industry events who now work at top organizations, and their programs help evolve the
The document provides contact information for James Mottee including his phone number, email address, and address. It then lists sections on his story, experience, and case studies for Audi, Whole Foods, and Chupa Chups. The next part of the document provides a summary of Sydney's experience in human resources and creative fields.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
Coalición will be a lounge and pintxo bar in Seattle offering small Spanish-inspired bites, drinks, and live music. The business aims to create a social atmosphere where customers can enjoy food, drinks, and dancing. It will focus on quality products and good customer service to attract repeat customers. The owner also wants to incorporate a philanthropic element, like donating leftovers or supporting local causes. The business will help fill a gap in the market by providing this unique combination of pintxos, music, and lounge space in an accessible location.
2016 Reno-Tahoe AMA Ace Awards Full PresentationRenoTahoeAMA
This is the full presentation from the 2016 Reno-Tahoe AMA's 28th annual Ace Awards. Congratulations to all of the finalists and winners! Thank you to all who nominated efforts and submitted entries: we received over 140! Also, thank you to the South Carolina chapter of AMA for their help with judging the entries.
The Reno-Tahoe Amercian Marketing Association's Ace Awards event recognizes brand engagement excellence within our community. This year, over 140 nominations were submitted across 12 categories, the highest volume ever received!
Once we accounted for duplicate nominations and reached out to all of those who were nominated, we began the process of collecting more information about each nominated effort in the form of a survey, and collected countless supplemental links and attachments. These nominees were ultimately narrowed down to 52 finalists based on the board’s review of the submissions, which were then voted on by our judges to determine winners.
This year’s judges included the board members of our sister chapter in Charleston, South Carolina, as well as Reno-Tahoe AMA Professional Members. In addition to the 12 categories of awards, we'll also be giving out a People's Choice award (voted on by well over 1,500 people) and "Influencer of the Year," which is an award given to an individual within the community for their contributions to the marketing industry, collectively voted on by the board.
The document provides details about Sensual Scents' new "Madame Bijoux" fragrance to be introduced at the HBA Global Expo in June 2014. It announces the fragrance, describes what makes it unique, and lists the schedule of events at the Sensual Scents booth during the Expo, including giveaways, demonstrations, a luncheon, and fashion show.
The document proposes creating a new entertainment area in Genting Highlands targeting young adults aged 17-30. It details market research conducted including interviews with 16 people in that age group. Key insights include that this demographic enjoys socializing and being seen at trendy places. The proposed idea is to build "Opus" featuring cafes and restaurants with live music, and "Project Pandora" with various bars and clubs with themes based on Greek mythology. A Moulin Rouge hotel is also proposed. Marketing strategies include a website, social media, apps, and fingerprint-based payments. The goal is to provide a variety of experiences to attract more young visitors to Genting Highlands.
This document outlines a media communications strategy for introducing the Hoover's restaurant brand from Austin, Texas to Atlanta, Georgia. It discusses keeping the spirit of Austin alive through the Hoover's experience in Atlanta by incorporating live music, community events, and Austin-inspired food. The objectives are to generate buzz and excitement about the opening, engage the local community, and ultimately direct people to make purchases at Hoover's. Tactics will include advertising, social media, community involvement and tracking key metrics like social media interactions and store traffic to measure success.
This document proposes a Celebrity Cuisine Meander event at The Zone in Johannesburg from May 29th to June 12th, 2013. It aims to build on the success of the 2012 event by further establishing The Zone as a top social destination through a celebrity and media focused campaign. The concept involves 10 local celebrities and media personalities hosting a dinner party for 5 guests each, with food provided by different Zone restaurants, to highlight the dining options. Activities will include a cocktail launch event and a finale dinner event where celebrities compete for charity donations. Confirmed participants include celebrities and media personalities.
Prime Time PR has been hired to promote the opening of a Victorias Secret PINK store inside Cowboys Stadium in Dallas. Their strategic plan includes advertising the store opening and a tailgate event on social media, local colleges, and TV to target both female and male Cowboys fans. The goals are to generate excitement and foot traffic for the store's ribbon cutting and achieve positive financial and consumer feedback.
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...IBM Switzerland
This document discusses how mobile technology and social media are reshaping business and consumer expectations. It notes that consumers now expect seamless, personalized experiences across all channels and want more control over how and when they interact with brands. The document advocates that companies take an integrated approach to commerce that focuses on customer experience, value chain optimization, and customer insight in order to deliver exceptional customer experiences.
This document provides statistics and information on Jordan's ICT and ITES sector in 2011. It finds that the total revenue for the sector was $746 million, with $509 million from domestic revenue and $237 million from exports. Employment in the sector was over 11,000, with the majority in IT occupations. The sector has grown significantly since 2000, with domestic IT revenue increasing from $48 million in 2000 to over $507 million in 2011.
This document appears to be a presentation from Digital Native Academy that discusses their services related to digital innovation. They provide workshops, projects, and research collaboration on topics like cloud computing, mobile applications, social media, the internet of things, and data intelligence. They have assisted companies across various industries and their team includes experts in business, technology, mobile, cloud, data, and social media. The presentation provides examples of specific projects and services they offer within each topic area.
This document discusses hybrid connectivity with Windows Azure, specifically focusing on integration and messaging capabilities. It provides an overview of AppFabric and Service Bus features like queues, topics, subscriptions, filters and sessions. It also reviews the different runtime API choices and use of the BrokeredMessage class in .NET applications. A demo is planned to showcase service bus tracing, transactions, large messaging with sessions and publish/subscribe patterns.
Analysis of emerging Creative Technology marketplace plus strategies for businesses looking to develop their Creative Technology offering. By Matt McNeany, CEO of Code, Omnicom's Creative Technology agency. www.codeworldwide.com
Transforming the service layer telus-sigmaSigma Systems
Shane Logan, Director of Services Architecture at Telus, is transforming Telus' service layer to maintain competitive advantage. Telus provides voice, IPTV, and internet services to 34 million Canadians. The challenges include giving developers faster access to Telus' subscriber base, and giving carriers and subscribers access to more affordable applications. To address this, Telus is implementing a Service Delivery Framework (SDF) to provide a centralized access point, policy engine, and third party relationship management. The SDF will improve time-to-market, reduce costs through re-use, and encourage external innovation by making services available on any device.
This document provides an overview of social media marketing practices and principles of influence. It discusses key concepts like the social graph, newsfeed/story feed, social gestures, and sharing stories. It also analyzes how principles of social influence from psychology can apply to social media, such as reciprocity, consistency, social proof, authority, and scarcity. Specific social media platforms and tactics are mentioned like Facebook likes, comments, EdgeRank, hashtags, and check-ins. The document also references theories around critical mass, commitment, bystander effect, and how to create requests that encourage consistency with previous actions.
This presentation was prepared and delivered by Yvette Adams of The Creative Collective for AMPED (A Music Program Enabling Development). AMPED aims to assist young emerging musicians and artists aged between 15 and 30, young bands, musicians and music industry workers across the Sunshine Coast to develop their skills and professional opportunities in the music industry. The project is an initiative of the Queensland State Government through Arts Queensland’s A-venue program and delivered by the Sunshine Coast Regional Council.
The document provides an overview of an individual named Cristina Otoya. It includes biographical information, education and work experience. Some key details include:
- She received a Bachelor's degree in Communications from Brigham Young University with an emphasis in Advertising and minor in Spanish Literature.
- Her work experience includes positions in account planning, research, translation and social media for advertising clients and BYU Television International.
- She has interests in photography, film, design, blogging and translation.
- Her computer skills include programs like Photoshop, Illustrator, Lightroom, SPSS, Microsoft Office and others.
- Examples of her work in advertising include developing strategies and concepts
This document summarizes an alternative school called CannesLions that provides creative training programs and experiences related to the advertising industry. Key aspects include:
1. CannesLions runs various training programs focused on design, cyber, PR and advertising that provide experiences working on briefs, opportunities to present at events, and recruitment benefits.
2. Sponsorship packages are available for companies and range from 3,500E to 10,000E, providing benefits like free participation in programs, teams working on company briefs, speaking opportunities, and social media coverage.
3. CannesLions has had over 200 alumni trained at major industry events who now work at top organizations, and their programs help evolve the
The document provides contact information for James Mottee including his phone number, email address, and address. It then lists sections on his story, experience, and case studies for Audi, Whole Foods, and Chupa Chups. The next part of the document provides a summary of Sydney's experience in human resources and creative fields.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
The Sincerely Different campaign is a multi-channel campaign for Daisy Cottage Cheese targeting the unique lifestyle of millennials.
Barkley Summer Intern Project 2014
Stena & bring digital pr + organic social feb 2019stena1daniels
This document outlines a proposed digital PR and organic social strategy for Stena Line. It discusses how "hero pieces" that build the brand can attract target audiences and establish credibility. It then provides examples of past award-winning campaigns and content ideas focused on tourism, nostalgia, and influencer partnerships. The organic social proposal recommends posting on Facebook, Instagram and Twitter to support campaigns and promotions while driving engagement. Key performance indicators, processes, and monthly reporting are also reviewed. The presentation aims to get sign off on initial hero campaign ideas and timelines to move the strategy forward.
Here is a proposed new media strategy combining mobile mobilization and SEM for www.acne:
1. Run SEM campaigns promoting mobile content related to acne prevention/treatment tips. Example keywords could be "acne tips", "clear skin", etc. Landing pages offer free ringtones, wallpapers or screensavers with acne prevention messages downloadable to mobile phones.
2. Run SMS campaigns asking people to text a keyword to a shortcode to receive free acne tips and product offers via SMS on their mobile phones.
3. Integrate the SMS and mobile content campaigns with the website so people can access further resources and potentially make donations online. Track mobile campaign performance and direct mobile responders to the website
This document outlines a 4-step process for effective social media marketing: 1) Define the right strategy by determining goals, focus platforms, identifying the target audience, and communication frequency. 2) Create the right content types including awareness, engaging, brand love, events/sponsorships, influencers, direct response, and informative content. 3) Promote using effective targeting, consistency, and remembering the marketing funnel. 4) Measure performance using appropriate KPIs, understanding calculations, using data to assess true impact beyond just numbers. The key is applying these steps to strategically develop, deliver and analyze social media campaigns.
The document provides an overview of public relations (PR) strategies and techniques for promoting organizations and brands. It discusses generating positive media coverage through proactive pitches and reactive responses, as well as the importance of timing, photography, spokesperson training, and internal communications. Examples are given of low-cost and high-impact PR campaigns for animal welfare organizations.
10 ways to Convert Prospects to Partners (CAMP Presentation)Suresh Parmachand
This document provides guidance on building an authentic personal brand through consistently demonstrating ten behaviors: being truthful, a leader, therapeutic, noticeable, relevant, transparent, valuable, consistent, integrated, and genuine. It emphasizes listening to customers, adding value at each touchpoint, treating customers as partners, and integrating brand messaging across channels to create positive experiences. Overall, the document advocates developing trust within one's social network by living one's values in all interactions.
This document outlines Adinfluent X Connect's vision to revolutionize advertising through social media conversations. It presents the team behind Adinfluent and describes the services offered, including public relations, celebrity relations, events, and a creative studio. Examples of successful campaigns for Sting Energy Drink and the iPhone 4S launch are provided. The document discusses the Philippines' social media behavior and growth. It argues that Adinfluent can help brands increase visibility and connect with target markets through interactive platforms. Finally, an upcoming online community for celebrities, VIPs and fans is announced.
Unity is a PR agency that differentiates itself through its use of social psychology, strategic thinking, design and communications skills. It works with a range of clients and has won numerous awards for its work. Unity believes that engaging people emotionally as well as rationally is key to building real brand relationships. It provides media relations, consumer research, web services and experiential marketing to help clients achieve their goals.
12 Small Businesses That Found Success on Social MediaHootsuite
After years of speaking with our small business customers to address the challenges and highlight successes of social media, patterns are beginning to form. We wanted to highlight the overlapping and individual social media goals of businesses industry-wide—not only to recognize their successes, but also to inspire others through examples. After all, 78% of consumers say that social messages from businesses influence their purchases. Here’s a presentation that showcases 12 small businesses who found success on social media.
Think Beyond The Blog Trip - Pro Blogger Think TankOliver Gradwell
The document discusses moving travel blogging beyond just blog posts about trips by focusing on content creation and tracking metrics for clients. It suggests negotiating agreements that include deliverables, objectives, and payment terms. When issues arise, communication is key. The document also covers relationship building, examples of successful campaigns, and brainstorming ideas for industry improvement.
MISS TEEN HYDERABAD 2024 - WINNER RYKA TANDONDK PAGEANT
In the dynamic city of Hyderabad, a youthful and outstandingly skilled person has as of late made waves on the national stage. Ryka Tandon, a 14-year-old understudy, has been honored with the prestigious title of Miss High Schooler India 2024 Victor, Pride of India, from the Dk Show. Her travels to this regarded position are a confirmation of her unflinching devotion, ability, and tireless endeavors. Despite her youthful age, Ryka has, as of now, accomplished momentous points of reference that recognize her as a guide of motivation and pride for her city and her nation. This article digs into the uncommon life and accomplishments of Ryka Tandon, investigating her foundation, achievements, and the qualities that make her a standout individual.
MISS RAIPUR 2024 - WINNER POONAM BHARTI.DK PAGEANT
Poonam Bharti, a guide of ability and diligence, has been chosen as the champ from Raipur for Mrs. India 2024, Pride of India, from the DK Show. Her journey to this prestigious title is a confirmation of her commitment, difficult work, and multifaceted gifts. At fair 23 a long time ago, Poonam has as of now made noteworthy strides in both her proficient and individual lives, encapsulating the soul of present-day Indian ladies who adjust different parts with beauty and competence. This article dives into Poonam Bharti’s foundation, achievements, and qualities that separated her as a meriting champion of this award.
HR STRATEGIES AND EMPLOYEE OUTCOMES: A STUDY ON COMPENSATION, APPRAISAL, RECO...indexPub
This study examines the relationship between HR practices and employee outcomes in order to provide insight into the crucial role HR practices play in organisational dynamics. The results show that HR procedures significantly affect workers' engagement with their work and their ability to decide whether or not to stay with their current employer. In order to improve staff retention rates and achieve sustained organisational effectiveness, this study's findings stress the significance of well-crafted human resource policies. Purpose: The purpose of this study is to investigate the multifaceted relationship between human resource practices and employee outcomes, specifically focusing on compensation, performance appraisal, and recognition programs. By delving into these dynamics, the research aims to enhance our understanding of how these HR strategies influence job embeddedness and the intention to quit among employees, ultimately providing valuable insights for organizations to optimize their HR policies and employee retention strategies. Design/Methodology: This research adopts a quantitative approach, utilizing a structured survey instrument administered to a diverse sample of employees across various industries. Data collected will be analyzed using advanced statistical techniques, including regression analysis, to examine the associations between compensation, performance appraisal, recognition programs, job embeddedness, and intention to quit. Additionally, qualitative data such as open-ended responses will be analyzed to gain deeper insights into employee perceptions and experiences. Findings: Reveal significant correlations are identified as key determinants of job embeddedness, with higher levels of job satisfaction and commitment associated with these practices. Moreover, employees exposed to effective HR strategies exhibit a decreased intention to quit, highlighting the role of these practices in retaining talent. The study also identifies nuanced interactions between these variables, shedding light on the complexity of HR practices' impact on employee attitudes and behaviours. Practical Implications: By recognizing the importance of compensation, performance appraisal, and recognition programs in promoting job embeddedness and reducing intention to quit, organizations can design and implement more effective HR policies. This, in turn, can lead to improved employee retention rates, increased job satisfaction, and ultimately contribute to organizational success and stability. Originality/Value: The originality of this research lies in its ability to provide organizations with a comprehensive understanding of the interconnectedness of these variables, thus offering valuable insights and practical recommendations for HR practitioners and organizational leaders striving to retain talent and foster a positive workplace culture.
Navigating the World of Topsoil: A Guide to the Right Choice for Your Gardennerissacampuzano
Are you looking to improve your garden's health but unsure about which topsoil to choose? This PPT provides insights into selecting the right topsoil for your gardening needs. From understanding various types of topsoil to evaluating their benefits, this resource equips you with the essential knowledge to make an informed decision. Explore to learn more.
Click to know more - https://mulchpros.com/blog/navigating-the-world-of-topsoil-a-guide-to-the-right-choice-for-your-garden/
Stag Elevators | Leading Home Elevator Company in IndiaStag Elevators
Discover Stag Elevators, India's premier home elevator company, dedicated to delivering unmatched mobility solutions nationwide. Specializing in certified home elevators, lifts, and platform lifts, Stag Elevators leads with superior safety, quality, and innovation. Partnering with renowned Italian manufacturers ensures every product meets European safety standards and is TUV certified, offering affordability and utmost safety for homes of all sizes and types, from small houses to luxury residences.
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.
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
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
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
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
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
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
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
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?
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 MEDIAWEBSITES
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 MEDIAWEBSITES
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 MEDIAWEBSITES
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 MEDIAWEBSITES
PARTNESHIPS
ONLINE|
SOCIAL MEDIA
54. c a m p a g i n
EARNED
MEDIA
EVENTS
PAID MEDIAWEBSITES
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 MEDIAWEBSITES
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 MEDIAWEBSITES
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
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<=>?=@<(!