IMC Plan for MBA 7602 at Wilmington University

Running Head: TERESA ROTHAAR – IMC PLAN 1

MBA 7602 – IMC Plan for Wildwood Unleashed

Teresa J. Rothaar

Wilmington University

IMC PLAN – Wildwood Unleashed 2

Table of Contents

1.0 Executive Summary ......................................................................................................................... 3

2.0 Situation Analysis ............................................................................................................................. 4 2.1 Market Analysis .......................................................................................................................................... 4 2.2 SWOT Analysis ........................................................................................................................................... 4 2.2.1 Strengths .................................................................................................................................................... 4 2.2.2 Weaknesses ............................................................................................................................................... 4 2.2.3 Opportunities ............................................................................................................................................ 5 2.2.4 Threats ....................................................................................................................................................... 5

3.0 Branding & Messaging .................................................................................................................... 5 3.1 Positioning Statement ................................................................................................................................ 5 3.2 Value Proposition ........................................................................................................................................ 5 3.3 Major Messages & Current Customer Views ...................................................................................... 6 3.4 Major Messages for Customers ............................................................................................................... 6

4.0 Communications Vehicles ............................................................................................................... 6 4.1 Internet .......................................................................................................................................................... 6 4.1.1 Website ....................................................................................................................................................... 6 4.1.2 Social Media .............................................................................................................................................. 7 4.1.3 Search Engine Marketing ...................................................................................................................... 7 4.2 Television ...................................................................................................................................................... 7 4.3 Newspapers & Local Media Outlets ....................................................................................................... 7 4.4 Print Advertising ........................................................................................................................................ 8 4.5 Direct Marketing to Hotels ....................................................................................................................... 8 4.6 Expos & Events ........................................................................................................................................... 8

5.0 Timeline .............................................................................................................................................. 9

6.0 Budget Requirements ................................................................................................................... 10

7.0 Controls ........................................................................................................................................... 11 References .............................................................................................................................................. 13

Appendix ................................................................................................................................................ 14 Print Ad Mock-Ups ........................................................................................................................................ 14 Voice-Over Script for Cable Television Commercial ............................................................................. 15


1.0 Executive Summary Wildwood Unleashed is a new pet hotel/boarding facility in the Wildwoods, scheduled to

open in May 2014. The facility will be open on a seasonal basis, from May 1 through mid-

October of each year. It will primarily board dogs, as this is where most market demand is; small

animals are often left at home, in the care of friends or pet sitters. However, the facility will also

accept cats and birds for boarding. Customers can drop off and pick up their pets themselves, or

alternatively, for an additional fee, utilize the facility’s pick-up and drop-off service.

Due to the especially strong pet services market, a push by local residents and visitors to

make the Wildwoods more pet-friendly, and the fact that the facility has no local competitors,

Wildwood Unleashed has the potential to do very well.

Since Wildwood Unleashed is a brand-new business, the main objective of the IMC plan

is to build awareness of the facility among Wildwoods visitors and other Wildwoods businesses,

especially hotels, since most of them do not accept pets. The marketing message toward

consumers will focus on the convenience and cost savings of boarding their pets in the

Wildwoods, while the message toward hotels will focus on the increased business they can reap

if they refer their pet-owning customers to Wildwood Unleashed.

The IMC campaign has six communications vehicles: Internet advertising (including

social media), local cable television advertising, newspapers and local media outlets, print

advertising, direct mail to owners of hotels and private rentals, and a presence at local

community expos and events. This mix will achieve the goal of a “media blast” with maximum

awareness, while keeping costs as low as possible.


2.0 Situation Analysis

2.1 Market Analysis According to the American Pet Products Association, approximately 68% of U.S.

households, or 82.5 million homes, own a pet. This is up from 56% of households in 1988. Even

as the overall economy has slumped, the pet industry has remained strong. In 2008, the year of

the economic crash, Americans spent $43.2 billion on pet goods and services; this number has

continued to rise, and in 2013 is expected to be $55.53 billion (APPA).

• Target market: pet owners, especially dog owners, located within driving

distance of the Wildwoods.

• Competition: there are no dog boarding facilities located in the Wildwoods. The

closest competing facilities are in Cape May Court House. The bulk of the

competition will be dog boarding facilities and pet sitters located in the target

market’s home areas.

2.2 SWOT Analysis

2.2.1 Strengths Wildwood Unleashed has no competition in the immediate area. Most area hotels and

private rentals do not accept pets, and those that do usually place numerous restrictions on size,

breed, and number of pets. Currently, there is a big push by both year-round residents and

tourists to make the Wildwoods more pet-friendly (Rotondo, 2013). The Wildwoods are a wide-

open, highly receptive market for a pet hotel.

2.2.2 Weaknesses Wildwood Unleashed is a brand-new business with no track record, competing in a low-

margin, high-cost, seasonal market.


2.2.3 Opportunities Most visitors to the Wildwoods arrive by car, as opposed to mass transportation.

Wildwood Unleashed can capitalize on the convenience and cost savings pet owners can reap by

boarding their pet locally as opposed to boarding in their home area. Pet owners can drop their

pet off when they arrive and pick their pet up when they leave, saving at least a half a day on

boarding costs. Wildwood Unleashed also offers pet owners peace of mind, knowing that their

pet is staying only a few minutes away.

2.2.4 Threats Federal, state, and local regulations regarding animal care and handling are always a

concern, along with the high cost of operating a business in a seasonal resort area.

3.0 Branding & Messaging

3.1 Positioning Statement Wildwood Unleashed provides services to pet owners located within driving distance of

the Wildwoods and enjoy vacationing there. The facility offers pet owners convenience, cost

savings, and peace of mind while providing excellence in care to all pets boarding there.

3.2 Value Proposition Wildwood Unleashed is unique; it will be the only pet boarding facility located in the

Wildwoods. It will be cheaper and more convenient for pet owners to board their pets at

Wildwood Unleashed as opposed to using a facility local to their home. Pet owners can drop off

their pets when they arrive on the island, and pick them up when they leave; they can also take

advantage of the facility’s concierge pick-up and drop-off service. Additionally, many pet

boarding facilities have limited drop-off and pick-up hours, and are not open on Sundays or

holidays. Wildwood Unleashed will be open for pick-up and drop-off from 7:00 a.m. to 8:00

p.m., seven days a week, including major holidays, from May 1 through mid-October. Wildwood


Unleashed has a major competitive advantage in that its customers will not be forced to pay for

boarding time that they do not need.

Pet owners will also have the peace of mind knowing that their pet is being boarded

nearby, only a short drive away in case of an emergency.

3.3 Major Messages & Current Customer Views Problem How to Address Problem Message

Wildwood Unleashed is a new facility with no track record.

Focus on how the new facility will fill an unmet market need.

Finally, your pet has their own place at the Shore.

Customers already have relationships with boarding facilities in their area.

Focus on convenience, cost savings, and peace of mind aspects.

Easy pick-up and drop-off, 7 days a week, and the pet stays nearby. Save money, time, and hassle, and have peace of mind knowing your pet is staying nearby.

3.4 Major Messages for Customers Message Name & Core Message Message Substantiation

Finally, your pet has their own place at the Shore!

Wildwood Unleashed is the Wildwoods’ first and only full-service pet hotel.

Save money, time, and hassle, and have peace of mind knowing that your pet is staying only minutes away.

Open 7 days a week, including major holidays. Customers can drop off pets on arrival and pick them up when they leave; they do not pay for boarding time they do not need.

4.0 Communications Vehicles

4.1 Internet

4.1.1 Website WildwoodUnleashed.com will be the heart of the company’s online marketing efforts,

introducing the business, tying together all of the company’s social media outlets, and allowing

customers to make reservations online. The website will include a blog that will be updated two


to three times a week for purposes of establishing “authority” on Google according to its latest

algorithms, which favor rich, readable content over SEO “tricks.”

4.1.2 Social Media Wildwood Unleashed will maintain a Facebook like page, a Twitter account, a YouTube

channel, and a Google Plus page to both bolster the company website’s search engine rankings

(especially on Google) and encourage interaction with current and potential customers.

Additionally, the company will trade links with other popular Wildwoods social media sites,

such as Wildwood365, to further establish a strong social media presence.

4.1.3 Search Engine Marketing Wildwood Unleashed will run paid Google AdWords ads to drive targeted traffic to the

company website.

4.2 Television Cable television advertising allows highly targeted advertising in very specific, highly

localized markets, during specific programs, in particular niche programming with “high social

buzz” (CableNation). Compared to broadcast television commercials, cable advertising is very

low-cost both in terms of production and media buying. Wildwood Unleashed will run a 30-

second commercial on local cable television in the target market’s home areas, especially in

Philadelphia. The commercial will run on channels and during programs that are popular with

pet owners and that have very active social media communities, such as Animal Planet, NatGeo

Wild, and The Incredible Dr. Pol and My Cat From Hell programs.

4.3 Newspapers & Local Media Outlets To build awareness of the business and build goodwill in the local communities,

Wildwood Unleashed will write two press releases for distribution online and to local newspaper


and media outlets. The first press release, to be distributed in January 2014, will introduce the

new business; the second will be distributed in April 2014 and announce the business’ upcoming

grand opening. Each press release will focus not only on the new business, but on how

Wildwood Unleashed relates to the rebuilding of the Jersey Shore and the revitalization of

Wildwood.

4.4 Print Advertising Many free maps and brochures are handed out to visitors to the Wildwoods; hotels have

these maps and brochures available in a prominent display in their lobbies. Wildwood Unleashed

will place ads in as many of these free handouts as possible. Although the people seeing the ads

are already in the Wildwoods, this will build awareness of the facility for subsequent visits.

Wildwood Unleashed will also run print ads in local magazines in the target markets’ home

areas, such as Philadelphia and Delaware Today. These magazines have a broad reach within the

local market.

Mock-ups of suggested print ads can be found in the appendix.

4.5 Direct Marketing to Hotels Because most hotels and private rentals in the Wildwoods do not accept pets, it is

imperative to make hotel and rental property owners aware that a pet hotel is opening nearby, so

that they may refer their customers to Wildwood Unleashed. A pre-opening direct mail

marketing campaign introducing Wildwood Unleashed will achieve this goal.

4.6 Expos & Events To promote awareness of the business and build goodwill in the local community,

Wildwood Unleashed will have a presence at pet- and community-related events and expos in the

Wildwoods and surrounding areas, such as the upcoming Wild Half Marathon in May 2014.


5.0 Timeline The website and social media channels should be established as soon as possible, so that

the website gets seeded in Google and other search engines. Likewise, social media marketing in

the form of Facebook and Google + posts, and Tweets, should begin as soon as possible. Actual

search engine marketing (Google AdWords, etc.) should commence after the New Year, to

capture early vacation planners. Since AdWords are “pay per click,” there is no harm in running

the ads sooner rather than later; if no one clicks on the ads, the customer does not incur charges.

Two press releases will be written and distributed: one right after the New Year, and one

prior to the grand opening. The first press release will introduce the business, and the second will

build interest in the grand opening. The direct mail campaign should also commence around this

time, and the facility can begin having a presence at expos and community events.

Because television commercials and print ads cost far more than SEM, these campaigns

should be started in the spring, as the facility heads toward its actual grand opening.


Milestone Start Date Completion Date

Build company website & social media channels

10/15/2013 11/15/2013

Commence social media marketing

11/15/2013 Ongoing

Commence search engine marketing campaign

1/1/2014 8/31/2014

Commence TV ad campaign 4/15/2014 8/15/2014 Write & submit initial press release online and to local media outlets

1/15/2014 1/31/2014

Commence print campaigns 5/1/2014 8/31/2014 Commence direct marketing campaign to Wildwoods hotel & rental property owners

4/15/2014 4/30/2014

Write & submit follow-up press release online and to local media outlets

4/1/2014 4/15/2014

Have a presence at local pet- and community-related events.

4/1/2014 Ongoing

6.0 Budget Requirements Following are cost estimates for the proposed IMC plan:

Communications Vehicle Estimated Cost

Search engine marketing & social media management

$4,000.00

Local cable television advertising $15,000.00 Press release creation and distribution to newspapers and local media outlets

$1,500.00

Print advertising $5,000.00 Direct mail campaign $2,000.00 Local expos & events $1,000.00 Total $28,500.00


7.0 Controls The purpose of this IMC plan is to raise awareness of Wildwood Unleashed, and build a

customer base, as it launches and moves into its first year of operation. The following areas will

be monitored for purposes of measuring plan performance:

• Number of unique eyeballs visiting WildwoodUnleashed.com on weekly and monthly

basis.

• Number of unique followers on Facebook, Twitter, and other social media outlets, as well

as metrics regarding interaction and sharing of content.

• Monthly and annual gross sales and profit.

• Achievement of milestones by specific dates.

Difficulties and risks include:

• Problems building awareness of Wildwood Unleashed.

• Problems convincing customers to patronize a new business with no track record.


• Problems achieving a suitable profit margin in a high-cost, seasonal resort area.

• Worst-case risk: determining that the business is not viable on a long-term basis.


References

American Pet Products Association (n.d.). Pet Industry Market Size & Ownership Statistics.

Retrieved from http://www.americanpetproducts.org/press_industrytrends.asp

CableNation (n.d.). Media Comparisons. Retrieved from

http://www.thecab.tv/_docs/Media%20Pros%20-%20Cons.pdf

Rotondo, C. (October 7, 2013). Residents Want a Dog Park on Five Mile Island. The Wildwood

Leader. Retrieved from http://www.shorenewstoday.com/snt/news/index.php/wildwood-

mainmenu/wildwood-leader/44872-residents-want-a-dog-park-on-five-mile-island.html


Appendix

Print Ad Mock-Ups Version 1 – Magazine Ad

Version 2 – Alternate Style Magazine Ad

Finally, your pet has their own place at the shore! Wildwood Unleashed

Full-Service Pet Boarding

Dogs – Cats – Birds All Breeds & Sizes Welcome!

Open for pick-up and drop-off 7 days a week

107 W. Rio Grande Ave., Wildwood 609-555-PETS

www.wildwoodunleashed.com

Hotel not pet-friendly? Don’t know what to do with your pet when you’re at the Shore? Introducing…

Wildwood Unleashed

Full-Service Pet Boarding Your Pet’s Place at the Shore

Dogs – Cats – Birds

All Breeds & Sizes Welcome! Air Conditioned Kennels/24-Hour Supervision

107 W. Rio Grande Ave., Wildwood

609-555-PETS www.wildwoodunleashed.com


Version 3 – Smaller ad for placement in free tourist maps and handouts; can also be used as a smaller magazine ad.

Voice-Over Script for Cable Television Commercial The following text is read while still images appear on-screen:

Planning a vacation in Wildwood, but don’t know where your pet is going to

stay? Wildwood Unleashed is the Wildwoods’ first and only full-service pet hotel,

providing safe and convenient boarding services for dogs, cats, and pet birds.

Wildwood Unleashed has air conditioned kennels and 24-hour supervision, and is

open for pick-up and drop-off seven days a week all summer long. Wildwood

Unleashed: your pet’s place at the Shore!

The video may be viewed at http://youtu.be/fyGIEn6YTHo

Wildwood Unleashed Full-Service Pet Boarding

Your Pet’s Place at the Shore

107 W. Rio Grande Ave., Wildwood 609-555-PETS

www.wildwoodunleashed.com

IMC Plan for MBA 7602 at Wilmington University

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