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    Marketing 465 The Bark Pitch

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    api-694091411
    The document summarizes The Bark Knoxville, an indoor dog park and facility. It includes a list of group members, an overview of The Bark's services which include indoor and outdoor play areas, daycare, training, boarding and grooming. It also mentions their beer garden and events for human companions. The purpose and benefits for both dogs and owners are provided. The document then discusses their competition, current digital marketing, email system, calendar and target audiences. Suggestions are made around content strategy, analytics, paid advertising and measures of success. Potential new digital channels are proposed such as a dog blog, online shop, digital media, greeting cards, and virtual recipe book.

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    Marketing 465 The Bark Pitch

    Uploaded by

    api-694091411
    235 views21 pages
    The document summarizes The Bark Knoxville, an indoor dog park and facility. It includes a list of group members, an overview of The Bark's services which include indoor and outdoor play areas, daycare, training, boarding and grooming. It also mentions their beer garden and events for human companions. The purpose and benefits for both dogs and owners are provided. The document then discusses their competition, current digital marketing, email system, calendar and target audiences. Suggestions are made around content strategy, analytics, paid advertising and measures of success. Potential new digital channels are proposed such as a dog blog, online shop, digital media, greeting cards, and virtual recipe book.

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    The document summarizes The Bark Knoxville, an indoor dog park and facility. It includes a list of group members, an overview of The Bark's services which include indoor and outdoor play areas, daycare, training, boarding and grooming. It also mentions their beer garden and events for human companions. The purpose and benefits for both dogs and owners are provided. The document then discusses their competition, current digital marketing, email system, calendar and target audiences. Suggestions are made around content strategy, analytics, paid advertising and measures of success. Potential new digital channels are proposed such as a dog blog, online shop, digital media, greeting cards, and virtual recipe book.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    235 views21 pages

    Marketing 465 The Bark Pitch

    Uploaded by

    api-694091411
    The document summarizes The Bark Knoxville, an indoor dog park and facility. It includes a list of group members, an overview of The Bark's services which include indoor and outdoor play areas, daycare, training, boarding and grooming. It also mentions their beer garden and events for human companions. The purpose and benefits for both dogs and owners are provided. The document then discusses their competition, current digital marketing, email system, calendar and target audiences. Suggestions are made around content strategy, analytics, paid advertising and measures of success. Potential new digital channels are proposed such as a dog blog, online shop, digital media, greeting cards, and virtual recipe book.

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    of 21

    Group 5

    Abby Mortensen
    Brianna Mayes
    Madelyn Smith
    Olivia Schwab
    Wyatt Sharp
    The Bark Knoxville
    ● Knoxville’s first Indoor Dog Park
    ● Dog Park, Daycare, Training,
    Boarding, Grooming
    ○ Indoor and outdoor play
    ○ Shot records + behavior
    check requirements
    ○ Daily sanitization
    ○ Refreshments + events
    ● The 18,000+ square foot facility
    for canine socialization and a beer
    garden for human companions to
    enjoy.
    The Bark’s Purpose
    For
    FOR Dogs
    DOGS For
    FOR Dogs
    DOGOwners
    OWNERS
    Safe Socialization Peace of Mind
    Provides indoor and outdoor
    Dogs are safe and
    spaces for interaction.
    entertained
    Exercise & Play
    Community Building
    Plenty of room for physical
    activity Beer Garden for socializing

    Doggie Daycare Convenient Location


    Supervised care during Easy access to downtown
    owner’s absence Knoxville

    Human-Centered Benefits: Emotional Support & Lifestyle Fit


    Company Landscape
    Competition
    Royal Bark Social Club
    Dog Daycare & Off-Leash Play
    Dog Boarding
    Full-Service Bath
    Grooming and Bathing Services
    Email System
    Calendar
    Current Digital Marketing
    OBSERVATIONS GOALS
    ● Facebook and Instagram ● Optimize graphics for each
    lower impression rates for social media destination
    TikToks with their algorithm ● Information can be reposted
    ● Minimize posting identical across multiple platforms but
    content across multiple the graphics & design
    platforms elements need to be changed
    ● Stop reposting TikToks for the best impact
    onto the Facebook and
    Instagram feeds
    Adults 21+ that enjoy beer
    and hanging out outdoors

    Target
    Dog Lovers
    Audience
    Dog Owners
    Content Strategy

    ● In order to target the audience with the best advertising and promotion, the
    content needs to be tailored to the business itself
    ● Utilizing the highlight feature on Instagram to showcase:
    ○ Services offered to dogs (play areas, grooming, training, & boarding)
    ○ Services offered to owners (the bar and hangout seating)
    ○ Products in the shop (collars, leashes, merch, etc.)
    ● Posting content that helps owners when they are not at The Bark will draw
    their attention, because it gives members benefit through their
    viewership
    ● By posting content that is also already popular on social media they will be able
    to capitalize on trends and use that to reach more people
    Analytics
    Paid Advertising and Analytics
    ● Current Social media reach on ● FaceBook and Instagram
    FaceBook & Instagram combined have current pages along
    reach of 7,300 followers with a TikTok page that has
    ● Create and maintain a Meta Ad different video content that is
    market campaign to continue to reposted on the Instagram
    grow their following and bring in and Facebook feeds
    new clients
    ● Current Social Media
    ● Knox County’s population is
    channels are great but a
    483,677 people and a $5,000
    Linkedin Page would be a
    dollar ad budget can reach around
    great addition as well as
    40% of the population and create some moderation of content
    over 410,000 impressions that is posted on multiple
    across Facebook and Instagram different platforms
    Measures of Success
    - Using Meta ad campaigns and - By increasing the
    other paid digital marketing comments and tags of
    campaign websites, we will track
    the analytics for website click users on social media would
    through rate and impression be the goal of reformatting
    rates social media posts

    - Seeing a 20% increase in the - Increasing likes and


    impressions of the brand and a comments by around 100%
    10% increase in the click on both and a goal of around
    through rate on the website 20-30 tags per month is
    would be considered a success seen the goal of the social
    with the level of investment put
    media overhaul
    towards paid advertising
    Suggested Digital Channels
    Dog Blog!

    LIST OF BLOG IDEAS


    - Dos & Don'ts of Holiday Treats: how to
    keep your dog healthy by providing safe
    treats.
    - Service Dog Spotlight: Service dog
    owners are encouraged to share their
    stories for an inspirational weekly/monthly
    heartwarming publication.
    - PAWsitive Press: shared from an owner
    about a positive experience they had.
    - Pup Culture: trendy dog accessories
    - Chews Wisely: shares the top 5 chew
    toys
    - It’s time for some Pup-grades!: new
    items
    Online Shop
    Digital Media
    Holiday Greeting Card

    Testimonials and Reviews

    Virtual Community Recipe


    Book
    Why Choose us?

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