Executive Summary

After a careful analysis of the strengths, weaknesses, opportunities, and

threats, we are confident that the media objectives and strategies included
in this report will help Kathys Dog Grooming increase its income by a
minimum of $1,000 per month and add to the companys overall cliental.
We suggest that Kathys Dog Grooming use their budget to concentrate on
the following areas of media:

Facebook
Referral Programs
Local Billboard(s)
Partnership with the Cherokee County Humane Society
Newspaper Advertisements

These media outlets will give Kathys Dog Grooming the greatest exposure to
both current and potential customers in the Tahlequah area. The total cost of
this media plan is $14,065.
This report contains the following information:

Situation Analysis (SWOT)

Definition of the Target Audience
Competitive Analysis
Media Objectives
Media Strategies
Media Tactics
Communication Budget
Media Flow Chart
Testing and Evaluation Suggestions

Target Audience
Objective: Increase revenue by $1000/month by getting more clients.
Target Group: Dog owners in Cherokee County
Target Audience: Older, retired age dog owners, middle to upper class with a
disposable income, primarily women.
Lifestyle: Retired- no kids in the home to attend to. Attentive to their dogstheyre more of a friend/companion than just a pet.
Behavior: shopping, light walks (usually with their dog)
Geography: Cherokee County
We are targeting the purchaser.

According to a study published by Nielsen on April 20, 2015, money spent on

pet grooming has grown by 4.4% in the last year.
http://www.nielsen.com/us/en/insights/news/2015/its-puppy-love-forconsumers-in-the-pet-aisle.html

Competitive Analysis and Media Objectives

Product Purchase Cycle:

Kathys Dog Grooming would want to use year round advertising;

Advertise different special offers for Spring, Summer and Fall.
Spring and Fall- advertise that dogs tend to shed more during these
seasons; therefore needing to take care of that along with their
baths.
Summer- Furry dogs will need to get their hair cut so they wont be
as hot.
Holiday Advertising- People may want to get their dogs groomed for
Christmas Cards or holiday greetings for social media.

The Purchase Cycle, people need to use dog grooming service year round,
but for different things. Its not instant more planned out.

Reach Goals:

There are approximately 23,757 females currently living in Cherokee

County.
11,878 would be the women in the geographic to frequent Kathys
Dog Grooming. Older women.
Tahlequah Population 2014: 48, 351
o Female persons 50.8%.
o Persons 65 years and over 15.1%.
About 7,000 of those women are animal owners.
We will set our reach goal at 80%.

http://www.city-data.com/county/Cherokee_County-OK.html (I used
this website it had pretty much everything for Cherokee County, I made a
guess on the dog owner part)

Frequency Goal:
By using the Ostrow Model of Effective Frequency, we can come up with a
frequency target for our target audience. This number starts off with a base-

value of 3.0. That is the average amount of times a viewer needs to view the
message in order for the message to be effective. This number increases or
decreases depending on numerous factors about the product or business
being advertised. In this case, Kathy's Dog Grooming has an effective
frequency of 5.5. This value was calculated using market factors such as:
new brand, target audience, new advertising, small advertising units, low
repeat exposure to the media.
In short, Kathy's Dog Grooming target audience needs to come in contact
with a Kathy's Dog Grooming advertisement an average of 5.5 times a
week for the advertising to be most effective.
www.admedia.org

Free Advertising:

Social Media
o Facebook
o Twitter
o Instagram

Team up with the animal shelter and give out free wash of dogs that are
adopted. That way you could get the local newspaper to run a story about
it.

Media Strategy:
1. Facebook posts
Reach- 53 current likes, potentially more
Frequency- At least 1 post per day
Impact- Increase in Facebook likes, page interactions, and business
growth.
2. Referral Program
Reach- Approximately 20 new people each week. Kathys Dog
grooming is open 4 days per week and averages 10 clients per day. If
just one client from each day successfully referred 5 friends, that would
be a reach of 20 new clients per week.
Frequency- Run constantly,
Impact- Potential growth in new clients. Increase in revenue.

3. Local Billboard
Reach- potentially anyone in Tahlequah
Frequency Six times a year, 6 month span
Impact People would see this sign over and over again. We could
have over 46,856 views per day.
4. Partner with the Cherokee County Humane Society
Reach 12,000 or more locals
Frequency Twice per year
Impact Good reflection on Kathys, potentially gain new clients who
adopt from the Humane Society.
5. Newspaper Ad
Reach Approximately 10,000
Frequency Run an ad once per week
Impact Local residents of Tahlequah would see the ad and possibly
bring their dog in.

Media Tactics
1. Facebook posts
Details- Posts should be made at least once per day, sometimes more,
if business is slow. Posts can include anything that relates to caring for
a dog- such as: Tips on what foods are healthy for dogs and foods that
are dangerous for them, tips to keep them cool in the summer, how to
know if its too hot or cold to take dogs on a walk, reminders of pet
related events in the area, before and after grooming photos, etc. To
keep the audience engaged, Kathys may also run a Weekly Series
posts one week each month. These posts can include things such as
homemade dog treat recipes or tips on how to make your dog smile. A
post relating to the topic would be made each day for an entire week.
Costs- posts are free, unless boosted, promoted or created as ads.
Impressions Will be fairly low (approximately 20 per post) until the
number of page likes increase.
2. Referral Program
Details Kathys could set up a referral program where she gives each
current client a set of referral cards to give to their friends with dogs.
When 5 new clients who were referred by the current client complete a
grooming service valued at $30 or more, the current client receives a
free grooming service.

Costs - $30-$40 per each current client who successfully refers 5

friends.
Impressions Approximately 20 people per week

3. Local Billboard
Details Place a billboard ad on U.S. Hwy. 51 on corner of Choctaw and
the Bypass. Run the ad 6 months, April-September, as the hot summer
months are typically when dogs need shaved and groomed the most to
cool off.
Costs - $850 month for a total of $5,100
Impressions With an average vehicle containing two occupants, this
advertisement could reach an average of 46,856 people per day.
4. Partner with the Humane Society
Details The Humane Society of Cherokee County could run a
promotional adoption event (one in the spring and one in the fall.) Any
dogs adopted during the event will receive a coupon for one free bath
to be redeemed within 2 months of the event date.
Costs - $15 per each adopted dog
Impressions- If the Tahlequah Daily Press gets involved, we could have
as many as 10,000 impressions.
5. Newspaper Ad
Details- Run an ad in every Sunday paper as it is the day with the most
readers. Generally, the ads should contain information about Kathys
and the grooming options available. Once each month, the ad can
contain a promotional coupon such as a free nail clipping with a bath
service, or 15% off a grooming service value at $30 or more.
Costs- Cost of ad in newspaper would be around $480 month. If ran for
Spring, Summer, and Fall the total cost would be approximately $3,840
+ cost of value of coupon (nail clipping = $5. Grooming $30-$60)
Impressions - 10,000 people a week.

Competitive Analysis
Below is a list of the competition in the area. Below their name is a list of the
ways they are currently advertising.

VIP Grooming
o Yellow Pages (online and print)
o Facebook account, but rarely used

PJ Pooch Powler
o Yellow Pages (online only)
o Has advertising in The News Herald one time in the last year.
K-9 Acres
o Website
o E Newsletter
o Facebook page where they have weekly drawings for free items.

Media Objectives
Objective 1: Increase Facebook likes
Strategy: Have giveaway contests each month for 6-months to promote
Kathys Dog Grooming Facebook page and likes.
Tactic: Arrange one giveaway each month for 6 months. Facebook
users must like

Kathys Dog Grooming Facebook page, share a

post, and tag 3 friends.

The post would say something like, Give your dog a day of
pampering at Kathys Dog Grooming. Like our Facebook page and
share this post with three of your friends for a chance to win a free
full-service grooming package worth up to $50. We would attach a
picture of Kathys Dog Groomings services to the post that would
be shared. (See Picture 1 below)
o This post would need to be posted to Kathys Dog Grooming
Facebook page once or twice a day. The owner could set this
up to be done automatically through Facebook post
scheduling.

Pic_1

Objective 2: Increase repeat customers

Strategy: Create a loyalty program
Tactic: Clients will receive a loyalty punch card and a single punch on
their first visit. They will receive another punch each time they buy a
complete grooming service. Once the customer accumulates 10
punches, they will get a free add-on service of their choice to use with
their next grooming appointment.

Pic_2

Cost of 100 punch cards will be $20

Cost of add-on service is $15 - $20 (See Picture 1 above)
See Picture 2 below for example of punch card.

Objective 3: Use Facebook, Twitter, and Instagram to gain customers

through current client base.
Strategy: Get current customers to post pictures on Facebook, Twitter,
or Instagram of their recently groomed dog.
Tactic: When a customer picks up his or her dog, have the customer
pose for a picture with their dog holding a sign that says, I got this look
from Kathys Dog Grooming. Owner of Kathys Dog Grooming will need
to take a picture with customers cell phone (for customer). Everyone
likes to take pictures with their pet and taking the picture for the client
and their dog will increase the chances that they will actually post this
picture to their Facebook, Twitter, or Instagram account.

(See Picture 3 below)

Pic_3

Objective 4: Promote business with a local billboard to acquire new

customers.
Strategy: Purchase a billboard on U.S. Hwy. 51 on the corner of
Choctaw and the bypass. Physical address is 175 U.S. 183 in Tahlequah.
Faces West.
Tactic: Rent a billboard through Atomic Enterprises, LLC. Billboard will
promote business and get new clients.

Billboard has an average of 23,428 vehicles pass by it daily

Price is $850 for four weeks
Ad will be displayed every eight seconds

If the average vehicle contains two occupants, this advertisement

could reach an average of 46,856 people a day.

See picture 4 below for billboard design and link to Atomic
Enterprises

http://www.atomicbillboards.com/Files/50006.pdf
Pic_4

MonthlyBudgetandFlowchart

Budget
AdvertisingCategory

Jan.

Feb. Mar. April

May June July Aug. Sept.

Billboard

$850

$850

$850

$850

$850

$850

Facebook

$600

$600

$600

$600

$600

$600

Newspaper

$325

$325

$325

$650

$650

$650

Oct. Nov.

Dec.

Totals
$5,100

$600

$4,200
$650

$650

$4,225

Giveaways

$50

$50

$50

$50

$50

$50

$300

Punchcards

$20

$20

$20

$20

$20

$20

$20

$20

$20

$20

$240

MonthlyTotals

$70

$70

$70 $1,845 $1,845 $1,845 $2,120 $2,120 $2,120

$620

$670

$670

$14,065

$20

$20

Flowchart
AdvertisingCategory

Billboard
Facebook
Newspaper
Punchcards
Giveaways

Jan.

Feb. Mar. April May June July

Aug. Sept. Oct. Nov.

Dec.

Testing and Evaluation

Potential testing and evaluation techniques

Social Media:

Make a post for Kathys Dog Grooming on Facebook and share it. Monitor the post, see
how often it was shared and see if it increases likes on Facebook. Increasing likes will
make Kathys gain more clients.
The idea of taking a picture at Kathys with the sign and checking in at Kathys. We could
also check that and see how much it increased Facebook likes and sales.
Hash tag tracking.
Show your phone when you check out.

Loyalty Cards:

Give out loyalty cards and see how often they are being used.
Use zip codes to see where your customers are coming from.

Newspaper:

Run an ad and track your customers that week.

Run an ad with coupons that customers have to use at time of purchase.
Run an ad with a special code that customers have to use at time of purchase.

Billboards:

Use a code on billboard that people can say when they come in to save on their purchase.

Thank You!
Brian Manley
Felicia Taylor
Hillary Nickels