Spotted Dog Marketing & Rebranding Plan Intern Assignment
1. SPOTTED DOG MARKETING
& REBRANDING PLAN
Mira McKee
J Waylon & Associates Intern Mock Assignment
2. Where You Stand
Social Media Presence
Currently, Spotted Dog Architecture has a growing
Instagram, Facebook, and blog presence.
Target Market
Spotted Dog's main target demographic has primarily
been mature, middle-income, gay couples.
Brand Image
The Spotted Dog brand is known by its blue dog on an
orange background, and a light-hearted but genuine voice.
3. Social Media Presence
Currently, Spotted Dog Architecture has a growing
Instagram, Facebook, and blog presence.
Target Market
Spotted Dog's main target demographic has primarily
been mature, middle-income, gay couples.
Brand Image
The Spotted Dog brand is known by its blue dog on an
orange background, and a light-hearted but genuine voice.
Where You Stand
Could^
A strong and consistent social media presence across
platforms―including but not limited to a fully-functioning
website, Instagram, Facebook, Twitter, and LinkedIn.
A less niche market that skews younger and includes
younger gay couples as well as first-time homebuyers.
One unified brand image and voice that is not only light
and genuine, but also passionate and purposeful.
4. Steps to Take
Building Toward a Broader Demographic
UNIFYING
BRAND
Identifying a key brand
image, voice, and look is
crucial. It'll help
potential customers
understand who
Spotted Dog is.
CREATING
WEBSITE
A website is the most
professional medium
and it's where most
people go first to look
up information about a
company.
INCREASING
SOCIAL(S)
Posting more content
across more platforms is
one way to increase
brand presence and
reach potential
customers.
UTILIZING
SEO
Using Search Engine
Optimization tools will
help improve and
elevate the blog (and
future website)'s search
engine status.
PRIORITIZING
PAID MEDIA
Paid advertising (both
digital and traditional)
are obviously a go-to
way to get customers,
especially if you look in
the right places.
5. UNIFYING BRAND
Having a consistent brand is everything. When
people question who you are, it undermines
your credibility.
Choose one consistent look (logo, fonts, etc.),
tone of voice (e.g., professional, friendly, sassy),
and words/values you want people to think of
when they think 'Spotted Dog.'
6. HLDC 2020
CREATING WEBSITE
Creating a coherent and cohesive website that
is fully-functional and user-friendly is a huge
step for a small business looking to grow.
The website is a good opportunity to connect
your story (about us), your aesthetic, your blog,
and how to contact you. You can even show a
portfolio of your work or have a "services
offered" section!
Check out your competition! If you need
inspiration, look at what your potential
competitors are doing and do it better.
7. INCREASING SOCIAL(S)
Quality is more important than quantity, but
quantity is still incredibly important!
Creating a multitude of social media platforms
keeps you relevant, reinforces your credibility,
and pushes you further into the public eye.
While Facebook and Instagram are looking
good, they could look better with more posts
(and more variety between posts).
Each platform has its own quirks and each can
have slightly different voices and target
audiences (e.g., Twitter is more
conversational whereas LinkedIn is more
professional).
8. HLDC 2020
UTILIZING SEO
Search Engine Optimization is a powerful, free
tool that you can use to increase your standing
in a search engine query (thus increasing your
name recognition, company status, and brand
presence!).
Decide what key words you want to rank well
on (when people search them, your website
pops up toward the top of the page) and write
blog posts or post content to support that.
Start writing blog posts with certain key words
in mind!
9. PRIORITIZING PAID MEDIA
Advertising is the obvious choice for an
activation attempt like this and is usually the
best way to reach a new target audience.
Digital advertising platforms like Facebook
have gotten very good at ad targeting, so you
can input characteristics that you think your
target audience has or that you'd like for the
people seeing the ad to have.
Going back to SEO, if you want your website to
be at the top of a Google search no matter
what for a certain key word, you can also pay
for ad space for those words!
10. LET'S GET SPECIFIC
OPTIMIZING
BLOG POSTS
After linking your blog to your
website, using SEO tactics (such as
adding appropriate tags to posts,
repeating specific key words more
than a few times in posts, and
writing blog posts with key words
in mind) will increase your Google
presence. You could also feature
influencers, do brand
collaborations, or do write ups on
happy past customers on the blog.
PAID FACEBOOK
CAMPAIGN
SOLIDIFYING
BRANDING
Before any specific action items, it
is crucial to decide one consistent
logo, brand voice (e.g., is Spotted
Dog a "we" or an "I"), and set of
values (I think Spotted Dog should
champion being a committed
fighter for equality!). Representing
this in a website and across various
social media platforms would be
the best way to showcase your
cohesive brand.
Activation techniques for younger homebuyers
1 2 3
Attracting a lot of attention is a
great way to build brand presence
and notability―but you have to be
talking to the right people. Using
Facebook's targeted ads, you can
target younger people in the Dallas
area. Featuring a picture of a young,
gay couple or tailoring your ad's
caption toward millennials could
help get clicks and attention from
your new target audiences.
11. Good luck!
With these general marketing
tips and specific activation steps, I
hope I have helped further equip
Spotted Dog Archiecture with the
tools to move forward and reach
new heights and new target
audiences! I look forward to
working with you more in the
future.
