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“FOR FURRY LITTLE CHILDREN”
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
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
“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
Situation Analysis
2
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
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
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.
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.
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.
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
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
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
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
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
Marketing and Communication
Direction
13
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
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.”
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
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
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
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.
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.
Word Association
21
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.
Tactics and Executions
23
24
Print Advertisements
Print Advertisements
25
Print Advertisements
26
: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
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
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
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.
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
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.
IMC
33
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.
CHRISTABEL BELONWU•AIMEE CUNDIFF•JACQUIE DERSHOWITZ
LIZZY JERNIGAN•CYLLA SENII•KATIE WAGGAMON

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Furry Little Children Campaign

  • 1. “FOR FURRY LITTLE CHILDREN”
  • 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.
  • 38. CHRISTABEL BELONWU•AIMEE CUNDIFF•JACQUIE DERSHOWITZ LIZZY JERNIGAN•CYLLA SENII•KATIE WAGGAMON