Project required that students apply classroom knowledge to develop a strategic communications plan and accompanying creative for a local Athens area business. For the client, team members:
- assessed the current business situation, including examining business practices, customer base, marketing efforts, etc.
- developed a set of marketing and communication objectives for the coming year.
- developed a creative brief that includes main messaging, branding elements, and support for the campaign promise.
- developed creative concepts and executions across a variety of appropriate media.
- presented campaign recommendations in a professional manner at the close of the semester.
2. Table of Contents
Situation Analysis............................................................2
Company and Product History...................................3
Product Evaluation..................................................4
Consumer Evaluation............................................5-6
Competitive Evaluation.........................................7-8
Brand Essence........................................................9
Trends.................................................................10
SWOT...............................................................11-12
Marketing and Communication Direction...........................13
Communication Objective, Strategy & Rationale........14
Target Market Profiles........................................15-16
Creative Brief....................................................17-18
3. Creative Concept.............................................19-20
Word Association.................................................21
Insights..............................................................22
Tactics and Executions....................................................23
Print Advertisements.......................................24-26
Television Spot...............................................27-28
Viral..................................................................29
Guerilla.............................................................30
IMC...............................................................31-33
Future Recommendations..............................................34
4. “The greatest pleasure of a dog is that you may
make a fool of yourself with him and not only
will he not scold you, but he will make a fool of
himself too.”
- Samuel Butler
1
6. Company & Product History
3
Founded by Mary Charles Howard and Mike Sprayberry in 2010, Five
Points Four Paws is a pet-sitting business offering services to those living in
Clarke and Oconee counties. The owners have a lot of experience working with
animals, and aim to treat each pet as if it were their own. Howard and
Sprayberry emphasize a friendly, professional environment and work to gain
trust and loyalty from their customers.
Five Points Four Paws is a member of the National Association of
Professional Pet Sitters and provides services for a variety of animals including
dogs, cats, birds, and reptiles. Services are affordable and include dog sitting,
pet taxi rides, sleepovers, dog park trips, and even exotic pet sitting. The pets
are taken care of in their owners’ homes in order to eliminate feelings of stress
and unfamiliarity. Prior to commitment, each customer meets with Howard or
Sprayberry for a complimentary consultation where pets, house concerns, and
legal issues associated with the services are discussed. The company also
offers discounted prices for weekly and monthly services, and a special deal is
available for UGA game days. Five Points Four Paws caters to the
individualized needs of each pet and offers a variety of services
to enhance the life of animals.
Mary Charles Howard
Mike Sprayberry
7. Product Evaluation
LOCATION:
Five Points Four Paws services are available to customers
in the Athens-Clarke and Oconee counties. These areas
include Winterville, Watkinsville, Athens, Bogart,
Bishop, New High Shoals, and Farmington, Georgia.
SERVICES AVAILABLE:
Dog Visit, Dog Park, Dog Hike, Sleepover, Pet Taxi,
Exotic Pet Sitting, House Sitting, Vacation Package,
“Frequent Furball” Package
ATTRIBUTES/ BENEFITS:
· Free consultation
· Variety of pet services to fit the customers’ needs
· Flexible hours and availability
· Offers services for a variety of pets
· Pet service discount packages
· Offers basic household upkeep services
PRICING:
Five Points Four Paws’ available services are priced
starting at $8. The prices of the services vary upon
frequency, length of time, and number of pets.
4
8. Consumer Evaluation
Five Points Four Paws attracts a variety of pet owners in the Athens-Clarke county
area. Our campaign focuses on two target markets that frequently use the services
offered by Five Points Four Paws: busy mothers and exuberant pamperers.
5
Primary Target Market: Busy Mothers
Women who live with their families in Athens, Ages 25-45
This subgroup of the Athens population is busy mothers between the
ages of 25 and 45 who are married and settled into their lives in the area.
They have young children enrolled in local schools and are involved in
community activities. These young moms are usually responsible for making
arrangements for the pets when their family takes a vacation. They come to
Five Points Four Paws for the trustworthy and dependable staff and affordable
prices. When busy mothers invite Five Points Four Paws’ qualified pet-sitters
into their homes, they know that they are leaving their pets in safe and
reliable hands. More than anyone else, busy mothers realize how freeing it
can be to go on a long, relaxing vacation or even a day trip to the city without
worrying about their responsibilities at home.
9. 6
Secondary Target Market: The Exuberant Pamperers
Single, Affluent Women living in Athens, Ages 45-70
The Exuberant Pamperers are affluent, middle-aged women living alone
in the posh homes of Athens-Clarke County. They take pride in their pets and
treat them as if they were their children. These women are willing to spend
extravagantly to ensure not only their pet’s safety, but the quality of
treatment, excessive pampering, and “fun” activities. These women commend
Five Points Four Paws for their personal accommodation to these desires. They
are attracted to the business because of the comfort they feel with Five Points
Four Paws’ friendly staff and the reassurance that their pooch will be treated
like one of the family.
10. Competitive Evaluation
7
Certain Athens businesses provide similar services to those of
Five Points Four Paws, including Home Away From Home Pet Sit-
ting Service, Pet Sitting & More, Wonder Woman Services, Athens
Home and Pet Sitters, and Fetch the Leash. Home Away from
Home can clean animal cages and fishbowls, perform outdoor
gardening tasks, and administer medicine for pets. Pet Sitting
& More, a local Athens company, offers amenities such as “play
and cuddle time,” litter box cleaning, and pet transports. Fetch
the Leash is a pet sitting business that provides services such as
consultation, pet sitting, quick visits, and pet taxis. Fetch the
Lease is Five Points Four Paws’ biggest competitor because of the
similar services provided by each business.
11. Competitive Chart
PET SITTERS SERVICES PRICING LOCATION
Home Away From Home Pet
Sitting Service
consultations, pet visits with
complimentary services, cleaning
animal cage or fishbowl,
watering outdoor garden,
weeding
Free Consultation
Pet Visit: $8 per visit
Travel rates: Free for first six
miles, then $1.00 per mile (only
charged for one round trip per
day)
375 Boulevard,
Athens, GA
Pet Sitting & More pet visits with complimentary
services: play and cuddle time
with pets, yard turnout, daily
dog walking, feeding and
watering, cleaning litter box,
cleaning cage, feeding fish,
overnight visits and pet transport
Pet Visit: $17 per visit 490 Barnett
Shoals Road,
Athens, GA
Fetch the Leash consultation, pet sitting with
complimentary services, quick
visits, mid-day dog walking, dog
sleepovers, pet taxi, bath, blow
drying and furminating pet, dog
park/dog hike, various
miscellaneous services
Free Consultaion
Pet Visit: $12 per visit
Dog Walking: $14 per walk
Sleepovers: $65 per night
Pet Taxi: $30 per hour + gas
Dog Park/Hike: $25
Oglethorpe
Avenue,
Athens, GA
8
12. Brand Essence
ATTRIBUTES
trustworthy, reliable,
flexible
STRENGTHS
specialized services,
certified pet-sitters
PERSONALITY
playful, responsible,
comfortable
BENEFITS
convenient for pet
owners, reasonably
priced
WHAT IT SAYS ABOUT YOU
I love my pets and want to
give them the best
lifestyle possible.
SOURCES OF AUTHORITY
positive testimonials on website:
www.fivepointsfourpaws.com
9
13. Pet Trends
Certain pet trends have emerged recently that change the marketing dynamic of pet products.
People are putting a significant emphasis on the lifestyle quality of their pets and want to
include these furry creatures in every aspect of their family’s everyday life.
• People want the best for their pets (healthy “natural”
food, good care, etc.)
• Web TV and bloggers are gaining influence
• Educational toys for pets will increase
• Green awareness
• Do something fun but cheap with your pet (dog parks,
dog parties, etc.)
• People don’t have a generous income but are looking
for time to spend with pets
• Many hotels and restaurants are introducing more
pet-friendly policies
• Pet products designed with convenience in
mind are emerging (programmable feeding
and drinking systems, battery-operated toys,
self-cleaning litter boxes, etc.)
• More personalized pet products (monogrammed
sweaters, custom-made food and water bowls) to
make pets feel like they are part of the family
10
14. SWOT
STRENGTHS
Five Points Four Paws offers very specialized services and does not have a lot of competition in the Athens area.
Their services are extremely convenient for pet owners because sitters go directly to the customers’ residences in
order to care for the animals. Mary Charles Howard and Mike Sprayberry, the owners of the company, are
reliable and trustworthy with multiple references. Compared to other services, animals cared for through this
business will not have to suffer in a kennel and can stay in the comfort of their own home. Five Points Four Paws
is less expensive than other pet-sitting facilities in Athens, and their business can serve as a wonderful alternative
to using friends or unfriendly services to care for your pets. Five Points Four Paws provides full coverage services
for your pets: consultation, dog walking, feeding, playing, hikes, park, sleepover, cat sitting, exotic pet sitting, pet
taxi, house sitting, vacation getaway, daily visits, monthly visits, and more.
WEAKNESSES
Five Points Four Paws does not have enough awareness in
the Athens area. This business needs to develop a better
way to promote their services and get their name out in the
market. Additionally, their budget is small, and pricing of
their services may be too high for certain age groups in the
market. Both pricing and awareness contribute to Five Points
Four Paws’ inability to saturate the Athens area market.11
15. OPPORTUNITIES
Five Points Four Paws does not have much competition
in Athens due to their specialized services, so there is
great opportunity for this company to grow significantly
and saturate the market. If they have the right
advertisements and a better marketing strategy, they
are bound to increase awareness and profits
exponentially.
THREATS
Veterinary offices, Classic City Dog Walkers, and
kennels are the business’s main competitors. These
services could take some of Five Points Four Paws’
customers away. Additionally, the lack of awareness
and proper advertisements can keep their business
stagnant if these elements are not improved upon.
12
17. Communication Objectives, Strategy
& Rationale
ADVERTISING/COMMUNICATION OBJECTIVES:
To increase awareness and positive perceptions of the services offered by Five Points Four Paws by
50% among pet owners, ages 25-45, by the end of December 2012.
ADVERTISING/COMMUNICATION STRATEGY:
To communicate the importance and existence of Five Points Four Paws as a trustworthy animal service
for pet owners in the Athens area and surrounding regions.
CREATIVE/MESSAGE STRATEGY RATIONALE:
Five Points Four Paws offers great, specialized pet sitting services in the Athens area, but their
brand’s presence is not established enough in the marketplace to impact the target audience’s
perception of it. Customers of this business seek reliable and trustworthy people to care for their pets.
A creative campaign that emphasizes how Five Points Four Paws will care for their customers’ pets
with the loving attention that a parent would give to a child will relay the message in an
effective way. Each advertisement will feature a pet executing childlike activities and will
portray the brand as the parent figure that can care for any “furry little child.” 14
18. Target Markets
LILLY
15
Lilly Kallins is a 65 year old woman living in Athens, GA who lost her husband to cancer last year.
She is still mourning her loss, but friends have encouraged her to participate in community
activities and take weekend trips to visit her children in Atlanta. She is a retired school teacher, and
still tutors children in math two days out of the week. Lilly is also the proud owner of two Airedale
terriers, Eli and Quinn, and a cat, Lucy. Although her pets are not extremely energetic, Lilly feels
that she cannot always keep up with them by herself, and often wishes she had someone to help her
take care of the animals. She is unaware of many pet services in her
community, but wants to make sure that the pet sitter she hires is
very trustworthy and dependable, and able to take care of
her dogs and cat while she is away on the weekends and
treat them as if “they were their own children.”
19. MELISSA
COREY
Melissa Goodman is a young married mother with two
children in elementary school. In between
running the kids to school, basketball practice, and
play dates, Melissa works full time as a personal
banker. Her husband travels a lot for business, so she
usually takes care of the children and the household
during the week. In addition to her two kids, Melissa
also has three other little children: her dogs Freckles,
Lacey, and Charlie. It’s like having three more
children in the household. Sometimes, the dogs make
more of a mess than her kids do. With such a hectic
schedule, Melissa does not always have enough time
to dedicate to taking care of the dogs as she
would like: “I need a reliable and affordable
service that will take care of my furry little
children as if they were their own.”
Corey Mason is a 30 year old singer/songwriter in
Athens, GA. Corey is very passionate about his music
career and is constantly looking for gigs in bars and
country clubs in the area. Corey’s other passion is his
best pal, Scotch. Not the alcoholic beverage, but his
120lb Great Dane that he loves so dearly. Lately, Corey
has not had enough time to play with Scotch because
he has been busy looking for gigs, practicing with the
band, and writing songs. He desperately needs help
taking care of his big pal because he hates to leave
Scotch all alone as he practices with the band. “Scotch
is my perfect little kid; I can’t just leave him at the
guys’ place because they won’t pay enough attention to
him… if only there was another way, hmm...”
16
20. Creative Brief
CLIENT NAME
Five Points Four Paws
MEDIA VEHICLES
Online: Search and Pay Per Click
Print: Fliers, Brochures, Print Ads
Out-of-Home: Guerrilla tactics in downtown Athens
KEY FACT
Five Points Four Paws provides friendly, trustworthy
services that compliment the trend toward a better
quality of life for pets. However, pet-owners are
unaware of this business due to poor
communication efforts.
PROBLEM
People need a safe and reliable place to leave their
pets while they are away or on vacation,
but they are unaware of the affordable,
dependable services that are available.
OBJECTIVE
To raise awareness of the services offered by Five
Points Four Paws by 50% among working women,
ages 25-45 by December 2012.
TARGET AUDIENCE
Kim Caldwell is a 38-year-old single mother of two
sons, Zach, age 12, and Chris, age 8. In between
running the kids to school, soccer, and home, Kim
runs her own trendy boutique in downtown Athens.
Kim is the proud owner of two beagles, Sammy and
Dakota, and a lizard named Fred. She is always on
the go, tries to make others happy, and feels guilty
leaving the pets alone at home so often. She would
like to hire a service to take care of her dogs and
lizard while she’s out, but in the little time she had to
look into it, she could not find any pet-sitters online
and tried to find one by word of mouth. She is
skeptical, though, about letting a strange person
come into her house, and would like to have someone
trustworthy, like a friend, come take care of her pets.17
21. INSIGHT
“I am very involved in my kids’ lives and school activities, and don’t have the time I wish I had to devote
to my pets. I always feel bad leaving Sammy and Dakota at home while I’m out running errands. I’ve hired
the boy next door to come watch them a few times, but I would like to find someone who can come more
often. I’ve thought about hiring someone from a service, but I’m not comfortable with the idea of a
pet-sitter who I’m not familiar with coming into my home. I really don’t want to leave my dogs at the
kennel because of its bad reputation, but I don’t know of a service that is both personal and trustworthy.”
PROMISE
Five Points Four Paws will care for my pets as if they were their own.
SUPPORT
• Free consultation to ensure comfort and trustworthiness
• Offers numerous services for a variety of pets
• Member of National Association of Professional Pet Sitters
• Flexible hours and prices
• Approachable and personable employees
• Weekend stays and over-nights available
MANDATORIES
• Five Points Four Paws logo
• Website URL
• Phone number
18
22. Creative Concept
19
Five Points Four Paws knows that the relationship between pets and their owners is something
special, but how do the clients view this owner-to-pet bond in relation to the company? We found
that customers tend to see themselves not just as “pet-owners,” but as loving parents responsible for
providing the best possible lifestyle for their pet. Throughout our ad campaign, we want customers to
view Five Points Four Paws as a trusted friend who cares for their pets in times of need.
Five Points Four Paws knows that its customers’ pets are part of the family. They are messy, cute,
and require special treatment. People love their pets and their pets, very enthusiastically, love them
back. When a dog owner gets back from vacation, their furry little animal just can’t contain their
excitement. Then, the owner looks past those big brown eyes … into a room full of cushion shreds and
pantry contents strewn across the floor. Well, it might just be time for a sitter.
True, sitters are typically for kids, but when was the last time someone left a pet at home and
didn’t worry about the mischievous activities it could get itself into? Pet-owners know that their pets
can be much like their kids, and therefore Five Points Four Paws designates them “furry little chil-
dren.”
Five Points Four Paws values the bond owners have with their pets, and believes in treating them
in accordance with this special status. This is why the company’s main focus is treating those furry
children with the care and praise devoted to real children. This involves loving and playing with
the pets, taking care of their daily needs, watching out for their safety, and keeping them out of
mischief.
23. 20
Five Points Four Paws also realizes the concerns
its clients may have about the safety of not only their
pet, but of their home and belongings. For this reason,
Five Points Four Paws hires only qualified and friendly
pet-sitters to ensure the loyalty and trustworthiness of
its clients.
We have generated the look and feel of the
“Furry Little Children” campaign to capture the spe-
cific moment of guilt a pet feels when their “parent” is
absent and the pet has done – or is about to do – just
what “mom” told him or her not to do. The campaign
uses snapshots of these real-life moments to capture
the essence of a pet’s childlike behavior. Mom’s
unsuspecting warning is visually or audibly voiced-
over the scene of a mischievous dog, and uses terms
of endearment that are typically directed toward a
child. This alludes to the idea that she might be
talking to her child rather than her dog.
Ultimately, Five Points Four Paws wants its
clients to take away the evident connection between
caring for a child and a pet. Five Points Four Paws
will treat its customers’ pets just like family, just like
friends, just like furry little children.
25. 22
Insights
• People feel guilty leaving their pets at home alone.
• Owners want to avoid leaving their pets in a kennel at all
costs.
• Animals are like kids: messy, energetic and want to play all
the time
• People can’t resist “puppy dog eyes.”
• Some owners like to dress up their dogs for holidays and
certain occasions.
• People drop whatever they are doing to accommodate their
animals’ needs.
• Little kids sneak food to dogs under the table.
• People make Facebook pages for their pets.
• Generally, owners do not enjoy the hassles of training a pet –
especially potty-training.
• When owners are away, dogs will tear up furniture and dig
through trash.
• People use funny and high pitched voices to speak to their
dogs, just as they would toward their children.
30. :30 Television Spot Story Board
27
VIDEO: (CU) Mud on hardwood floors
AUDIO: PLAYFUL, FAST PACED MUSIC
VIDEO: (LS) Fade to following the
mud trail down the hallway.
AUDIO: PLAYFUL, FAST PACED MUSIC
VIDEO: (MS) Cut to bathroom with
toilet paper on the floor.
AUDIO: PLAYFUL, FAST PACED MUSIC
VIDEO: (CU) Cut to woman with a
shocked look on her face.
AUDIO: “LACEY! JACK! YOU’VE MADE SUCH A
MESS!”
VIDEO: (MS) Cut to kitchen table with cereal
spilled on the floor.
AUDIO: PLAYFUL, FAST PACED MUSIC Fade out:02
VO: fade in “THE THINGS THEY DO WHEN YOU
AREN’T HOME.”
1 2 3
6 7
31. 28
VIDEO: (LS) Fade to following the
toilet paper down the hallway.
AUDIO: PLAYFUL, FAST PACED MUSIC
VIDEO: (MS) Cut to trash can tipped
over in the kitchen.
AUDIO: PLAYFUL, FAST PACED MUSIC
VIDEO: (MS) Cut to puppies with a
sad face.
VO: DO YOU NEED HELP TAKING CARE OF YOUR
FURRY LITTLE CHILDREN WHEN YUO ARE GONE?
VIDEO: (MS) Cut to Five Points Four Paws logo
VO: AT FIVE POINTS FOUR PAWS WE TAKE CARE OF YOUR FURRY
LITTLE CHILDREN AS IF THEY WERE OUR OWN. WE OFFER A VARIETY A
PET SERVICES TO MEET YOUR NEEDS. FOR MORE INFORMATION VISIT
OUR WEBSITE AT FIVEPOINTSFOURPAWS.COM OR CALL US AT (706)
410-1134.
4 5
8 9
32. Viral
The concept of having a Five Points Four Paws Facebook and Twitter page from the perspective of a dog would be a fun and inter-
active way to increase the positive awareness of customers for this company. Each page would feature “Kobe the Spokesdog,” the
best canine advocate of this high-end pet sitting service. Kobe’s posts will endorse new promotions and discounts from Five Points
Four Paws, and illustrate his personal thoughts during weekly dog visits. The “spokesdog’s” purpose will be to promote positive
perceptions of the business, reward customers with special deals, and provide online posts that give insight into an animal’s expe-
rience when cared for by Five Points Four Paws. Featured online promotions will include a viral photo contest sponsored by Five
Points Four Paws. In this contest, people can post cute and silly pet pictures on Kobe’s Facebook wall or tweet to his Twitter page
for a chance to win a discount on a dog visit during the holiday season. His social media accounts will also serve as an additional
outlet to promote Five Points Four Paws’ “Play Date in the Park” event, where pets can come play and receive additional
pet prizes and accessories. Ultimately, the purpose of this viral marketing tactic will be to make customers feel more
confident that their pets are safe with Five Points Four Paws by providing the opinions of Kobe. Additionally, this tactic will
be a great way to help increase the presence of Five Points Four Paws in the Athens area through grassroots promotions
and online social media outlets.
29
33. Guerilla
30
Our guerrilla tactic involves installing a replica of a
gumball machine alongside printed dog paw prints
leading up to it in downtown Athens. This machine
will be filled with dog treats instead of candy, and
will intrigue potential clients of Five Points Four
Paws to further inquire about the company. This
concept of a “dog treat” dispenser illustrates the
similarities between children and pets. Our guerilla
tactic will help build brand awareness and
enhance the image of Five Points Four Paws.
34. IMC
Five Points Four Paws Presents...
P lay Date in the Park
Celebrate your furry little kids with us!
For Furry Little Children
When: May 12, 2012
Where: Memorial Dog Park
Time: 10am- 5pm
Mark your calender for a day dedicated to your four-legged
children. Meet the owners of Five Points Four Paws and learn
about the variety of services we offer for your pet. Enjoy
games, treats, and fun in the park with your furry child!
fivepointsfourpaws.com
The “Play Date in the Park” promotion will be a great way to continue to spread awareness of the Five Points Four
Paws brand in the Athens area. This will be an entertaining and exciting event for pet owners to allow their dogs to
participate in fun activities at the park while they meet the owners of Five Points Four Paws. Customers will not only
interact with the pet sitters, but will be introduced to other current and potential clients of the business. Dogs will walk
and roam in the park, participate in racing contests, and receive free promotions throughout the entire event.
Sponsored dog tags, goody bags, and treats will be given to the dogs on behalf of Five Points Four Paws. Additionally, the
pet owner with the fastest dog will receive a discount on their next dog visit. Each of these promotions will highlight Five
Points Four Paws’ appreciation of their customers and spread awareness about the brand to a large sector of the
population.
31
35. IMC
32
Furry Child on Board
For Furry Little
Children
(706) 410-1134
A “Furry Child on Board” paw magnet placed on the
back of cars is a play on the popular “Baby on Board”
bumper stickers. This magnet creates a fun way for pet
owners to involve themselves with the company, and will
even serve as an essentially free form of advertising.
The paw magnet reiterates the “Furry Little Children”
concept emphasized in our campaign.
We plan on conducting a dog park event in or-
der to build a community among the customers of Five
Points Four Paws. At the event, these personable dog
tags will be given out as promotional items. Each tag
will display the names of the owner and pet, and will
include Five Points Four Paws’ contact information.
These dog tags will remind pet owners of the services
at Five Points Four Paws.
37. Future Reccommendations
34
A re-design of Five Points Four Paws’ current website could
generate an enhanced image of the business and engage consumers
more effectively. This new website could incorporate a clearer menu of
offered services, and could alter the names of these services. The Five
Points Four Paws’ revamped website could utilize vibrant colors to
create a lively environment and invite consumers to share their
experiences about the company.
Another way to increase awareness of Five Points Four Paws is to
create a stronger presence in social media outlets. By regularly
updating Facebook and Twitter accounts, potential clients of Five Points
Four Paws would be constantly reminded of the business’s current
events and available services.