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RETIRED RETRIEVERS MARKETING PLAN
I. EXECUTIVE SUMMARY
Retired Retrievers is a local non-profit organization created in recent
years, inspired by a much larger organization on the west coast called
‘Old Dog Haven,’ that houses, fosters, rescues, and cares for hundreds
of senior dogs annually. Retired Retrievers exists as ‘an advocate’ for
senior dogs in the Savannah Georgia area as a much smaller
organization that aims to help as many dogs as possible, one at a time.
In conjunction with other local rescues, Retired Retrievers works to find
temporary and permanent homes for senior dogs in need. The
organization is without brick and mortar and operates on resources
acquired via donations, etc.
VALUE Retired Retrievers rescues the lives of senior dogs who have
been surrendered/ abandoned by their owners to high-kill shelters.
The organization adds value by finding loving homes for these dogs
and adding years to their lives. Additionally, Retired Retrievers is
providing people with a loving pet and an opportunity to save a life.
Retired Retrievers saves the lives of the dogs, enriches the lives of the
people and decreases the pet overpopulation issue.
While value can be perceived, it is important to note that with dog
years comes the perception of deteriorating health and eminent
death. A key component in Retired Retrievers’ marketing strategy will
be altering that perception by adding value to the dog (the product).
MARKETING MISSION STATEMENT The organization’s
mission is “to reduce the number of senior dogs who die alone in
shelters.” Thus, the marketing mission is to provide senior dogs with a
voice that calls to a compatible, forever family.
MARKETING VISION The organization’s vision is “a loving home
for every senior dog.” Thus, the marketing vision is that dog years
become nothing more than a number.
II. ENVIRONMENTAL ANALYSIS
Many of the external challenges of
Retired Retrievers center around the
willingness and ability of the customers
to take on the long-term commitment of
rescuing or fostering a senior dog.
Owning a dog is not a one-time fee, it is a
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constant financial demand. Retired
Retrievers must focus its marketing
strategy on researching and identifying
a strong target market of individuals
seeking companionship with few other life
demands with discretionary income and
what efforts are needed in terms of
reaching that target market.
-MARKETING ENVIRONMENT
Political/Legal Regulations: Pet ownership does require that
owners stay up-to-date with pet vaccinations, which require time and
money for Veterinarian visits. Some of these shots are required
annually while some are required every three years.
Economic: Because the adoption/fostering of an animal is sustaining
a life, costs are recurring past adoption fees. Those taking on the
responsibility will need the discretionary income to provide food, toys,
future medical bills, etc.
Sociocultural: Housing in regards to renting where lease terms in pet
allowances and fees may restrict individuals from rescuing/fostering a
senior dog. Several colleges, universities, military bases and vacation
homes in the area where many are renting temporary homes. These
individuals would not be the target market of Retired Retrievers
however, collectively, they do make up a large portion of the
population. This could also include active duty military with possible
future deployments.
Technology: Senior dogs may make a good companions for the
elderly but Retired Retrievers must find a way to read this possible
market. Social Media presence, however, is an additional must in this
time of technological advancement and world-wide connection.
Competitors:
BRAND Competitors include other rescue organizations such as
the Humane Society, One Love Animal Rescue, Jasper Animal Rescue
Mission, Coastal Pet Rescue, etc.
PRODUCT Competitors include breeders and organizations that
provide young, heathy, brand new puppies. This includes places such
as Petsmart, Craigslist, Petco, Newspapers, etc.
GENERIC Competitors include pet stores where customers can
shop for various types of pets including, but not limited to dogs, these
pet stores offer cats, hampsters, fish, birds, etc. These are other places
that customers may turn to satisfy the desire for an affordable pet.
TOTAL BUDGET Competitors include the things individuals
would rather spend time, effort and money on such as vacation,
careers, families/children, shopping, eating out, free time, ‘nice house,’
etc.
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-TARGET MARKETS
There are two needs to be met that take center stage in sustaining the
organization: finding a permanent, ‘forever home’ for the senior dog
and finding a temporary home for the senior dog to save it from
euthanasia in high-kill shelters. The fulfillment of each of these needs
is equally anchored in differentiating between target markets. From
these two causes, derive two distinct target markets.
- MARKETING OBJECTIVES/ PERFORMANCE
COMPETITIVE ADVANTAGE: Retired Retrievers’ competitive
advantage is what some may view as a disadvantage; these “senior
dogs” are not puppies. They do not need to be housebroken. They
know tricks. They are less hyper. Essentially, these dogs are much more
low maintenance than they were in their younger years. Few can deny
the high responsibility of having a puppy. When adopting a senior
dog, the hard part has already been done for you.
MARKETING STRATEGY/CAPITALIZING ON
COMPETITIVE ADVANTAGE: Retired Retrievers focuses its
efforts on “one dog at a time.” That being said, each dog available for
adoption on the website is given a mini profile. These profiles should
include fun ‘achievement ribbons’ for unique skills/tricks. To enhance
these profiles further, the organization should invest in a Go-Pro or
two, attach these cameras to the collars of the dogs, etc. and take the
dogs out to play. The footage that Go-Pros are able to capture is so
personal and unique that it could be edited into fun mini video blips to
help ‘sell the dogs.’ Go-Pro usage has gotten innovative since its
creation and for lack of better word, would create a cute, fun animal-
loving video. This could be done to both advertise dogs awaiting
adoption and celebrate dogs that have been adopted! While this
organization’s focus is “senior dogs”, they define senior as 7/8+ years
old. Many of these dogs still have half of a life left and are not quite as
geriatric as the public may perceive. Go-Pro videos could help to show
off the tricks, talents and agility of the dogs and dissolve any
preconceived notions of the “senior dog.” These videos should have a
predominant location on the organization’s website. To attract a larger
audience, the organization could also create a Youtube channel where
they may post these videos as well. Currently Retired Retrievers does
have an Instagram page which they should link to said Youtube
account as well as the organization’s website. Because Retired
Retrievers is without brick and mortar it would also benefit them to
continue appearances at downtown Savannah events such as “The
Dog Days of Summer” and “Wag-O-Ween.”
STATEMENT OF CORPORATE SOCIAL RESPONSIBILITY:
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At Retired Retrievers we believe in bettering the lives of the dogs and
bettering the lives of the people not just by playing match-maker but
by doing so in an environmentally friendly way. Aside from wagging
tails and smiling faces, we leave no trace. We accept donations and we
recycle those donations as needed and rely on the big hearts of our
community to foster the animals until they find permanent homes.
Retired Retrievers so believes in saving the lives of our old friends that
we also partner with other local animal rescues to promote additional
adoptions.
CORPORATE SOCIAL RESPONSIBILITY IN MARKETING
STRATEGY: Our corporate responsibility will provide feel-good
points for those who would like to get involved. Running purely off of
time/material donations from the community will contribute to the
efficiency of the organization, as we are able to minimize costs of
saving the dogs' lives.
III. SWOT ANALYSIS
-STRENGTHS
1. The cost of the adoption of a senior dog can range between
FREE-$100, depending on the health of the dog.
2. We allow a trial-run opportunity for those interested before
finalizing the adoption/rescue, where individuals have the opportunity
to bring the animal home to see how it fits into their lives/families.
3. Low maintenance companionship.
4. The dogs that are available for rescue/foster need no
training/house-breaking.
5. The actual condition/health of the dog. (many are not hospice
cases)
6. The senior dogs, by default, will have necessary vaccinations, etc.
7. Multiple ways to help ie.) rescue, foster care, donations
8. Multiple dogs need rescue, thus, individuals do have the
opportunity to select the dog with whom they are compatible.
9. These dogs will likely be neutered/ spayed by this point in their
lives. Those fostering/adopting will not have veteranarian visits
affiliated with such.
10. User-friendly website for information on the dogs available for
rescue/foster, social-media presence and quick email communication.
-WEAKNESSES
1. The cost of the rescue extends past the adoption fee in regards
to the long-term cost of food, toys, etc.
2. The condition/health of the dog at the time of adoption may
require medical attention or potential need for medical attention.
3. The age of the dog does not necessarily imply eminent death,
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however it also does not guarantee ample years with the new family
member.
4. The organization is without brick and mortar, requiring more
effort from those interested in rescuing/adopting in locating the
organization and the dogs themselves.
5. Because we are without brick and mortar, we are reliant on foster
homes to house the dogs in need of rescue.
6. The organization needs charity and donations to sustain the lives
of the senior dogs between homes.
7. Some may view the senior dogs as ‘used dogs’
8. Dogs are entering existing homes and families. If these families
have small children or other pets, compatibility may be a problem.
9. Because the dogs are in their senior years, they can be less active
than some may desire.
-OPPORTUNITIES
1. The adoption of these senior dogs is significantly cheaper than
that from a breeder.
2. Because these dogs are taken from high-kill animal shelters,
where they have a low potential for adoption, this is the opportunity to
save a life.
3. The organization partners with other local animal rescues to find
permanent homes for the dogs.
4. Caring for a senior dog requires much less overall monitoring
and maintenance than a puppy or younger dog.
5. Additionally, adopting/fostering a senior dog will demand less
training/housebreaking than a puppy or younger dog.
6. Our foster/rescue process allows individuals to assess whether or
not the senior dog is a ‘good fit’ before finalizing while other
adoptions are mostly outright.
7. New puppies are in need of vaccinations; older dogs are well
past the start-up costs and only in need of annual boosters, etc.
8. New puppies must be spayed/neutered (in most cases); older
dogs are also past this point.
9. While our dogs are seniors, they often are as healthy and lively as
competitors.
-THREATS
1. Housing situations in terms of what renters allow when
concerning pets may eliminate many individuals otherwise
interested/willing/able to adopt/foster. This is a large threat because
Savannah has a significant renting population due to downtown
residents, college students and military personnel.
2. Work and other life obligations hold many back from the
responsibilities of caring for another life. Careers consume the majority
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of individuals’ days; additionally, work-related travel, deployments,
study-abroads, desire for extracurricular travel, vacations and other
total budget competitors pose a threat to the rescue/ foster of these
senior dogs.
3. The dogs’ compatibility with existing family members/ pets.
4. Breeders provide pet owners with a seemingly guaranteed
healthy start.
5. The value and benefits of youth are some things these senior
dogs are without.
6. These dogs are at higher risk for health issues such as hip
dysplasia, cancer, arthritis, etc.
7. Euthanasia. These dogs are in high-kill shelters and will be killed
if homes cannot be found. That being said, time is not an abundant
luxury for our organization.
8. The number of dogs in need is endless but resources for rescue
are not. Retired Retrieves is forced to focus on a few dogs at a time.
-MATCHING STRENGTH/OPPORTUNITIES
AND CONVERTING WEAKNESSES &
THREATS
1. Retired Retrievers would do well to promote the senior dogs for
the youthful playfulness that they do still possess. Many equate old
age to poor health and low energy levels while that is not a guarantee
and it may pique the interests of more if they could see these dogs as
they actually are rather than as what they assume the dogs are.
2. Because Retired Retrievers is without brick and mortar, it must
work twice as hard towards brand recognition and awareness. Retired
Retrievers must stay up to date on all online platforms while also
capitalizing on connections with physical locations such as The
Humane Society, etc.
3. While the potential rescuers may seem to be the primary target
market, Retired Retrievers should place this group as its secondary
market and focus its efforts on locating foster homes for the senior
dogs. Ultimately Retired Retrievers exists to save these dogs from a
premature death and the best way to save the most is to first remove
them from the high-kill shelters in which they are taking refuge.
4. Retired Retrievers should look into creating agreements with
older apartment complexes, renting neighborhoods and possibly
senior assisted living complexes in regards to allowing its renters the
opportunity to save the lives of dogs. This could be a future goal of the
organization after a year or two of raising money as they could offer to
pay pet damages caused by any dogs from Retired Retrievers if the
renter of said complex allows for animal fostering, etc.
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5. Because Retired Retrievers already exists by donations, it should
direct some donations towards creating “starter packs” for individuals
rescuing the senior dogs. At the time of the adoption, the adopter will
receive, for example, a large bag of dog food, food/water bowls, a
leash and collar and a toy/bone. This will cut down on the initial costs
incurred by the adopting individual, although not necessarily
significantly, it will increase the ease of the adoption process and
possibly encourage it that much more.
IV. MARKETING OBJECTIVES
1. UPDATE/REVAMP WEBSITE
Retired Retrievers' website does have a professional appearance
and does provide accurate information however, the organization
focuses heavily on Facebook/Instagram and other social media for
updates. I think it is entirely possible that much of the target market
does not participate in heavy social media as I am predicting that
the target market is likely 30+ year-olds. This group is most likely
more likely to visit a regular website than a Facebook page that
they would not have access to if they were without a Facebook
account. That being said, while website posts can be time
consuming, they would likely be beneficial. Retired Retrievers
should add a blog page to its site and post to that blog at least
twice a week. These posts could be as simple as copy/pastes from
the Retired Retriever Facebook page or as complex as video
profiles of the dogs in need, previously rescued or activity/event
participation.
2. INCREASE ADVERTISEMENTS
Retired Retrievers battles other pet adoption organizations
because they do not have a physical individual location. In addition
to this, unless you do a lot of research online, you may not even
know they exist! To increase awareness in the target market,
Retired Retrievers should find five new locations to promote! With
the use of Canva (free online graphic design creator) create flyers
to post in places such as Petsmart, PetCo, Humane Society, Senior
Citizens Inc., Goodwill, etc. These flyers should be goal-specific.
For example, a flyer posted in Goodwill would be to encourage
donations of pet products for further donation to Retired Retrievers
rather than a flyer for adoption.
3. GENERATE MORE MONEY
Not all are as willing to simply give money but in exchange for a
physical item that benefits a cause, maybe more so. There are
several websites that offer bulk/custom products ie) calendars,
mugs, t-shirts, etc. Retired Retrievers should raise $500 to put
towards creating/selling one of these products. Money from sales
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would go towards the needs of the dogs.
4. EVENTS
Much like Relay for Life, etc., Retired Retrievers should organize an
event on River Street/Forsyth to raise funds and awareness as well.
The event could be something like a dog-walk/'petting-zoo' where
individuals are encouraged to come and pay $10 to take the dog
for a walk around the park/ down River Street, etc. or a Rent-a-Dog
type event in Forsyth. Everybody may not be interested in
adopting/rescuing an elderly dog however, everybody loves to play
with dogs! An event that could help generate funds may charge $7
to play fetch with the dog for 20 min or so, etc. These events
should be held in family-oriented/ animal-friendly locations. Fun for
the dogs, fun for the people, and financially beneficial for Retired
Retrievers! The organization should ideally host one a month,
however, if possible to host every weekend, could be very lucrative
over the course of a year or so.
V. MARKETING STRATEGIES
-TARGET MARKETS
PRIMARY MARKET. (potential foster homes) This market will consist
of individuals with few obligations in their current lives, in search of
companionship, with disposable income. These individuals may not be
ready for a long-term commitment but are interested in helping their
community in some way. Much like the primary market, those
interested in fostering a senior dog will be of smaller families of one to
four members. Work and careers may vary but these individuals will
have schedules that overlap with those of other family members,
allowing for an environment conducive with the companionship that
the dog requires. Again, geographically, this market is located in the
southeast region of The United States, in the states of Georgia, Florida
and South Carolina. Those available for foster care could consist of
suburban, rural or urban (if with access to a yard, park, etc.)
homeowners/ renters. Additionally, those with Humane Society,
ASPCA, United Way loyalties will make up a strong portion of this
market.
SECONDARY MARKET. (potential rescuers) This market consists of
small families that are not always ‘on the go.’ While some may be open
to the idea as an opportunity to do something charitable, not all have
a lifestyle conducive to caring for an elderly dog. Elderly dogs require
much less exercise and less supervisory attention however, they do
require one’s presence. The primary market will be individuals who are
stable in their career or finances, likely without children and other
obligations, simply looking for companionship. Geographically, this
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market consists of suburban/rural residents in the southeast region of
The United States in Georgia, Florida and South Carolina. Additionally,
those animal lovers with ASPCA and Humane Society loyalties will
make up a portion of the primary market
-MARKETING MIX
1. PRODUCT DECISIONS
-Product Item of Retired Retrievers: senior dog
-Product Line of Retired Retrievers: different breeds of dogs
-Product Mix of Retired Retrievers: varies as elderly dogs need
homes and Retired Retrievers accepts all breeds.
-Retired Retrievers offers a specialty product, as it is not often
sought. It requires considerable more thought and effort in determining
the right fit prior to the commitment of bringing the dog into the
individual’s home.
-Product Life Cycle: Retired Retrievers falls somewhere between the
Introduction and Growth stages. The organization is not brand new,
however it is still working to establish itself and create awareness.
-Brand/Packaging: Retired Retrievers is an organization of animal-
loving, environmentally-friendly compassion and charity. Rather than
adding to the existing problem of animal over-population due to
breeding and irresponsibility, etc. this organization exists as on
opportunity for individuals to find a pet/companion with ‘existing
resources.’
-Positioning: Retired Retrievers is an organization of satisfaction,
feel-good points and positivity. This is not a high-end product by any
means, however due to basic life needs of animals, rescuing from Retired
Retrievers does require that one have discretionary income. This is a
middle-class product at least. The ‘quality’ of the product is essentially left
to the rescuer as they are informed of existing health issues/not etc. in
their product prior to taking the animal home. The product is not
necessarily ‘reliable,’ by definition of the word, because of the possibility
of future health issues, however, individuals interested in rescuing an
elderly dog understand that some of these issues can be expected by
nature, but are pleasantly surprised if they do not occur. Retired Retrievers
is positioned naturally as an opportunity to do something good!
2. PLACE DECISIONS [Three Intermediaries to Consider]
- Petsmart, this would provide the opportunity for location.
Retired Retrievers could bring the dogs out to Petsmart and set up once a week
or once a month for exposure. There is nothing flashy about this partnership, but
many others do it, why not take advantage of the opportunity as well? Especially
as an organization without a building!
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- Senior Citizens Inc, These people are
compassionate as they care for the elderly. A partnership may be possible here
as they would be helping “senior citizen” dogs. Dogs who are without major
health issues/medical bills, etc. (very low maintenance) may make good
companions for senior citizens in their retirement years, etc. It may be a good
place to market the dogs. Senior Angels also may provide an outlet for
the dogs to receive attention and for the elderly an opportunity to volunteer.
Aside from this, it may also be an opportunity to say for every X amount of $
donated to Senior Citizens Inc, a Retired Retriever receives X.
- Meals on Wheels, This organization is to provide senior
citizens with little money/ no family, etc. healthy, hearty meals. With this
organization there is an opportunity to say for every $50 donated to Meals on
Wheels, you are providing a senior citizen with 7 hot meals and a senior dog with
a bag of food, etc. The compassion for the elderly overlap provides opportunity
for partnership.
3. PROMOTION DECISIONS
[based off of $5000 budget, figures are
estimates.]
-PRINT [$400] Run ad in Savannah Morning News for two months in
the spring and two months in the fall. Use Canva to create posters to hang in
Humane Society, Petsmart, Pet Supermarket as funds allow.
-WEB [$2500] Run ads on PetFinder, Facebook, Humane Society
website, South Magazine, Savannah Morning News as funds allow. Spend less in
the months of January and February and heavy up towards spring and fall.
-RADIO [$2100] WAEV 97.3, WYKZ 98.7, WJCL 96.5 alternate
months, giving each station 4 months of airtime, but not consecutively.
-SOCIAL MEDIA [FREE] Update with posts, blogs, videos, tweets,
photos, polls, etc. as often as possible, year-round.
-MEMORABILIA [$300] Calendar, mug, tees, etc. to be placed for
purchase in a location such as the Humane Society where proceeds raise money
for Retired Retrievers’ dogs in needs. Funds for purchasing memorabilia are
interchangeable with the costs of keeping posters in Petsmart, Humane Society
and Pet Supermarket, and will only be available if those locations do not charge.
(sample social media posts, etc.)
TWEETS
1. Who needs NEW tricks when you know all the
old ones!? #RetiredRetrievers
2. You have to see it to believe it: puppies at
heart! New profiles @
retiredretrievers.com #RetiredRetrievers
#GoodAsNew
FACEBOOK POSTS
1. “Everything is gravy for Duke this week…
literally! Just in time for Thanksgiving, the
Smith family is bringing him home!”
2. “Age is just a number. Most of our rescues
are at least 8-years-old, but trust us, they
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are in their prime! Check out
retiredretrievers.com for our pups’ new video
profiles! #RetiredRetrievers “
HASHTAGS
#RetiredRetrievers
#SavedByTheHuman
#TailsWaggin
#GoodAsNew
SLOGANS
1. Old enough to know better
2. Retired & Ready to settle down
3. Rest & Relaxation; Retired Retrievers
4. Sit…Shake…Stay?
5. Post my bail…I’m for sale!
6. With a nick, knack, paddywack, give-a-dog-a-
home!
4. PRICING DECISIONS
-Current price range is appropriate as it is based upon the age and
health of the dog. Retired Retrievers should create ‘starter’ packages for those
adopting in an effort to alleviate the stress of long-term costs incurred.
REFERENCES
Mooney, S. Retrieved November 2015, from www.retiredretrievers.org
(2015). Retrieved November 6, 2015, from www.canva.com
Retrieved November 28, 2015, from www.humanesociety.org
Retrieved November 7, 2015, from www.aspca.org
Retrieved November 28, 2015, from www.seniorcitizensinc.org
Retrieved December 5, 2015, from www.facebook.com/business
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Retrieved December 5, 2015, from
www.petfinder.com/advertise
Retrieved December 5, 2015, from www.southmag.com/advertise
Retrieved December 5, 2015, from
www.radiolineup.com/locate/Savannah-GA
Prosser, M. (2013, September 4). Radio Advertising Costs & How to
Negotiate Lower Rates. Retrieved December 5, 2015, from
www.fitsmallbusiness.com/radio-advertising-costs
LaFrance, A. (2014, May 20). GoPro is Turning into a Media Company,
$100 Million IPO Filing Shows. Retrieved December 9, 2015, from
www.theatlantic.com
Pride, W., & Ferrell, O. Marketing (2016 ed.).
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