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Fetch Dog Presentation

Project for Media Planning Spring 2010
by

Rachel Cohen

on 27 April 2010

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Transcript of Fetch Dog Presentation

FetchDog Media Plan Prepared by:
Rachel Cohen
Marrin Goodall
Matt Leavis
Twiggy Marie
Sarah Hanley
Ying Wang Background Fetchdog supplies beautifully designed products, provides a hassle-free shopping experience, and serves as a place to explore health questions, find training tips, discover tools for researching breeds, and receive adoption advice from canine experts.

Swot Strengths Weaknesses OppOrtunities Threats "Prosperous Pooch Lovers"
Caucasian female consumers
Aged 35-50
College educated
Makes $60,000-$100,000 per year
"The Pack Leader"

Lives in New York
Married with no kids
Enjoys a healthy, active lifestyle
Watches ABC, E!
Reads SELF magazine, Modern Dog,
and Wall Street Journal
Shops online
Avid user of social media Deborah
Lives in Orange County
Married with two college-aged kids
Participates in her community
Watches Dancing with the Stars, Food Network
Reads Martha Stewart Living, Real Simple, The Bark
Slowly getting into social media "The House Hound" Susan Lives in Boston
Single, no kids
Enjoys running with his dog
Watches ESPN, Fox
Reads Outdoors, National Geographic, Runner's World
Attached to his BlackBerry
Uses social media only for work
"The Single Stray" Hunter Target: Wide range of items all located on one website makes purchasing easier- convenience
Quality products
FetchDog’s online community serves as an excellent resource for dog owners
Celebrity endorsement (i.e. product recommendations) establishes credibility
The website style catalog doesn’t allow the owners/customers to test or examine the product pre-purchase

New/unknown brand
Demand: according to the 2009/2010 National Pet Owners' Survey: 62 of U.S. households own a pet, which equates to 71.4 million homes
For 2010, it’s estimated that 47.7 billion will be spent on our pets in the U.S.
Established companies such as Old Navy now carry dog/pet lines
The economic recession
One-stop shops online (i.e. Amazon) are a major competition factor
Fetchdog aims to be the ultimate online community for passionate dog owners, supplying the highest quality dog products and expert information about dogs and puppies. Offering: Quality
Convenience
Community Values: Mission: Increase overall awarness
drive traffic to the Web site
Create a larger Active Online community

OBJECTIVES:

Target Niche Publications

Infiltrating social media

Bringing FetchDog offline and into the community.
Maintain online community and relationships
Respond to user feedback and interactions

Traditional Media: Magazines
Online Media: Promotions: Media Schedule Budget Evaluation: Event turn out
Prize Redemption
Website traffic
Revenue Boosts
Social Media Conversation Thank you!
Tactics: Fetchdog Contest
-Contest guideline/details
-social media integration Final recommendations:
Full transcript