Grand Opening Plan Book 2012
TABLE OF CONTENTS: -situation analysis................................................................................1 -services.......................................................................................1 -swot....................................................................................................1 -competition........................................................................................2 -target audience...................................................................................2 -objectives.......................................................................................3 -creative strategy..................................................................................3 -positioning statement..............................................................3 -guests.......................................................................................3 -vendors/booths.......................................................................4 -entertainment..........................................................................4 -raffle.......................................................................................4 -ribbon cutting ceremony.........................................................4 -launch new website..................................................................4 -new logo voting........................................................................5 -costume contest........................................................................5 -date....................................................................................................5 -advertising.......................................................................................6 -internet....................................................................................6 -print.......................................................................................6 -radio.......................................................................................7 -promotional.............................................................................7 -public relations.........................................................................7 -budget.........................................................................................8 -evaluation.......................................................................................9
SITUTION ANALYSIS:
Palouse Pets: Grooming Salon, K9 Campground and City Fish Shop has been in business since 2003 and recently moved all three businesses into one big new location. A Grand Opening will be held to let the community know of the move and to get new customers/clients interested and educated on Palouse Pets services. Positioning - Gentle, Professional, Knowledgeable, Educational, Local
Services:
Grooming Salon - Pet Grooming, Self-Wash, Classes, Retail K9 Campground - Daycamp, Overnight Boarding, Training, Retail City Fish Shop - Salt/Fresh Water, Pond, Retail, Water Testing
Strengths, Weaknesses, Opportunities, Threats: Grooming Salon-
Strengths - Large clientle, Local connection, Professional Weaknesses - Raising Prices Opportunities - New Location Threats - Building, Economy, Disgruntled Employees
K9 Campground-
Strengths - Enrichment, Indoor, Local Weaknesses - Higher Prices than Competition Opportunities - Same Location Threats - Building, Economy, Disgruntled Employees
City Fish Shop-
Strengths - Saltwater knowledge and variety Weaknesses - Awareness/Web presents Opportunities - New Location, Fish boarding Threats - Building, Economy
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Competition:
Zelda’s Grooming - Pullman, Washington Positioning - “Cleaning up the environment one dog at a time” Petco - Grooming Retail - Fish Retail - Lewiston, Idaho Amber’s Grooming Salon - Pullman, Washington The Good Pup - Training - Daycare/boarding - Moscow, Idaho Windyridge Pet Resort - Boarding - Moscow, Idaho Elisabet’s Dog Boarding - Moscow, Idaho Positioning - “Not a kennel” Palouse River Kennel - Boarding - Training - Palouse, Washington Bob’s Tropical Fish & Pet Shop - Fish Retail - Lewiston, Idaho Barnacle Bill’s Aquarium - Fish Retail - Pullman, Washington Pets are People too - Fish Retail - Grooming Retail - Moscow & Pullman
Target Audience:
Primary Audience - Pet Owners, Ages 35 - 55*, Higher Education, with Children - Rationale - Palouse Pets primary audience are Parents, Professors and Grad Students. This audience is middle aged, settled down, have a career, a family and money to spend on their pets, which sometimes are their “children”. Secondary Audience - Pet Owners or future Pet Owners, Ages 18 - 35, Some Education - Rationale - The Secondary Audience is mostly college students that may or may not have a pet, home or stable income. Palouse Pets want to catch their attention early so when they do get a pet we will have the top of mind. Also, families visiting might want to bring pets with them.
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* There is a large group of 55 and older clients, however we choose to not directly target this group. Instead, we will make sure the campagin is appealing to this group.
Objectives:
- To bring in new clients - To create a stronger professional reputation - To create community awareness of new location, same great service
Creative Strategy:
Theme/Unifying Idea- Bubbles & Circles Colors - Pinks, Greens, Oranges Blues and Browns - Rationale - Bubble are found in all three sections of Palouse Pets -- K9 Campground’s enrichment classes, Fish air bubbles, and grooming soap. All colors are the same as on the current logos. Positioning Statement- Palouse Pets is a local, professional business with a clean, friendly, knowledgeable and gentle environment. Guests- General Public - Cities of Moscow, Pullman, Troy, Palouse, Garfield, Colfax, and Lewiston or Whitman and Latah County - Rob Akey and Family - Clients and well known in the area for being the current head coach for the University of Idaho football team. - Elson S. Floyd - President at Washington State University, Pullman public figure - M. Duane Nellis - President at the University of Idaho, Moscow public figure - Howard Hughes - Client and public figure - Mayor Nancy Chaney - Moscow Mayor, public figure - Moscow High School Marching Band - Entertainment, family and goodwill oriented
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Vendors/Booths- Melaleuca - provides the products used to clean Palouse Pets - Fresh Wave - product that Palouse Pets Retail sells - Pure Ayre - product that Palouse Pets Retail sells - SPA - product that Palouse Pets Retail sells - Fish Retailer - either for retail products or salt/freshwater fish - American Kennel Club - because the owner shows some of her dogs - Humane Society of the Palouse - show our support of local shelters - Whitman Humane Society - show our support of local shelters - 4H Clubs - show our support of local clubs, 100 years celebration - Rationale - Invite complementary businesses to join in the event, some could donate to help with cost. It also gives the public something to do/look at during the event. Entertainment - Moscow High School Marching Band - to play music - Alternative bands: UI Jazz Raffle - to raise money to donate to worthy cause - dollar a ticket - win free groom, free daycare, retail coupons, items from vendors, items from teamed up businesses - donations go to Marching Band Ribbon Cutting Ceremony - Invite specific guest/employees to help - Followed by tours of the store
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Launch New Website - Palouse Pets Home - The Grooming Salon - City Fish Shop - Complete with new logos - Makes community feel special by getting to see it first
New Logo Voting - deciding on a new logo for the parent company Palouse Pets - Makes community feel important - Keeps community emotionally invested - Unveiling at event
Costume Contest - for Pets and Owners - brought to you by K9 Campground - win free groom, free daycare, retail coupons, items from vendors - draw people in that want to dress up - grand opening will have to be held in mid-late October
Date:
Saturday October 20, 2012
- Rationale - Mid October is the perfect time to hold Palouse Pets’ Grand Opening. It shouldn’t be too cold at the point, part of the event could be held in the parking lot. It there is bad weather we’ll set it all up inside. Since it’s mid-October (vs. the end) the public will be really excited about Halloween and there is less competition for family outings.
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Adveritisng:
InternetFacebook - Change cover photos two weeks in advance - Post invitation graphic - Post reminders - Create event - Invite all friends - Reminder Message, day before Website - Post special graphics - Update events - Unvail finished new website day of GO or day before Constant Contact - Send out invitation email - Previous clients get a special coupon in email - Send reminder email Poster- Four week unified Grand Opening Posters - Week one - Costume Contest - 8.5 X 11” - Week two - Logo Unvailing - 8.5 X 11” - Week three - Entertainment - 8.5 X 11” - Week four - All 3 and anything else of interest - 11 X 17” - Rationale - Use word heavy posters, vs. illustrations and pictures, to get the most information out without seeing so cluttered. InHouseNew logo Voting - leading up to the Grand Opening - Votes come from customers and employees Posters/Banner/Window Paint - Grand Opening bubble graphic with Date
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Newspaper- top publications Lewiston Tribune - Lewiston, ID Argonaut - Moscow, ID - College Paper Moscow-Pullman Daily - Moscow/Pullman Recommend - Flyers, post stickers or inserts
Radio- top stations KHTR - 104.3 - Pullman, WA - Alternative Radio KZFN - 106.1 - Moscow, ID - Top-40 Radio KZZL - 99.5 - Pullman, WA - Country Radio Recommend - 3 day blast, 2 hour event or 1 week all 3 PromotionalMini Bubbles - giveaways, while supplies last - matches grand opening theme - rent/borrow/buy bubble machine New Brochure and Business cards - available to pass out with the bubbles or to general public Shirts/Uniforms - Employee shirts - Give away one or two shirts Flyer Exchange - with other local businesses - give out invitations to the grand opening - give out coupons Public RelationsPress Releases - sent to the newspapers to peak some interest - talk to editors to have an article written about the event Specially invited Guests - attract more attention - celebrities love to be invited to events - public loves celebrities Non-profit Booths - Shelters, 4H - show our support Photographer - to be hired, or willing - Photos can be sent to Newspapers - Photos can be put on Website/Social Networking - Makes us look more professional - Can set up a photo booth with dogs - (Nike?) - Use K9 Campground cut out
Palouse Pets’ grand opening You’re invited to
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Regards, Palouse Pets
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Budget:
$2,000 - $3,000
- Rationale - The low end of the budget is set to have some traditional advertising (Radio, Newspaper) with enough extra for last minuet expenses. The higher budget is set if it is decided more traditional is necessary. Budget doesn’t include: labor cost, filling inventory, and refreshments.
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Budget Breakdown- Advertising - Description Radio Newspaper Posters Banner Window Paint Flyers/Brochures/Business cards Total
Estimated Cost $500.00 $350.00 $140.00 $200.00 $30.00 $100.00 $1,320.00
Notes 3 day blast - every hour 3000 flyers 3 wks 8.5x11” + 1wk 11x17” size = need at least five colors $30+ each
- Promotional - Description Bubbles Ribbon Photographer Gift Baskets New Logo Signage Balloons Shirts Total
Estimated Cost $100.00 $20.00 $100.00 $124.00 $50.00 $50.00 $50.00 $494.00
Notes 500 mini bubbles to be cut with grooming shears! could find one for cheaper cost in services for voting and for unvailing pink, orange, green 25+ shirts
Media PlanMedia August September Internet Facebook Create Event Post Invitation/Update Covers Website Save the Date Post Invitation Email Save the Date Send Inviation
October Send Reminders Send Reminders
Media August September October Print Posters Invitation Week 1 & 2 Week 3 & 4 Newspaper Send Press Release Send out ads in paper Banner Create and Post Flyer exchange Talk to businesses Create and Print Pass out New Logo Finalize options/Voting Begins Logo Chosen Unveil Radio Make arrangments Produce On the Air
Evaluation:
Palouse Pets’ Grand Opening is an event for pet owners all over the Palouse area. This campaign will create awareness of the new location, celebrate the Grand Opening and get the community emotionally invested in the business. The campagin will be evaluated in various ways. We can track an estimated attendance by using the facebook event page. Friends will invite friends which will spread the word by the end of August. We can track clients interest by counting new logo votes daily. We can have a new client booth set up to be able to measure how many new clients we intake during the event. The budget is set to be altered as we go, there is extra money set aside for unexpected costs.
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