source: Davey Robinson

Team 6: The SixAgency: Tomlinson’s Pet Food Supply

Patrick GearyChristine LonsdaleDavey RobinsonJordan RodriguezHoward Schilling

Alexandra St. Clair

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Table of Contents

Phase 1:

1. Introduction of Tomlinson’s – 2-3

2. Product Evaluation- 3-5

3. Consumer Evaluation- 5-11

4. Competitive Evaluation- 11-16

5. Media Environment Evaluation- 16-19

6. Situation Analysis Conclusion- 19

Phase 2:

1. Target Audience- 21-24

2. Media Mix Objectives & Strategies- 24-27

3. Reach/Frequency Objectives & Strategies- 27-29

4. Media Budget Objectives and Strategies- 29-30

5. Scheduling and Timing- 31-32

6. Media Flowchart-insert

References- 33-38

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IntroductionTomlinson’s Feed and Pet Supplies is preparing to expand its business from the greater Austin Metropolitan area to a new location in Pittsburgh, Pennsylvania; it plans on opening the new location Saturday, March 4, 2017.  They hope to duplicate the upbeat and contemporary vibe Tomlinson’s has been known for over 70 years.  Before opening, Tomlinson’s plans to determine its trade area within the new Pennsylvania area. Tomlinson’s desires to average 40-60 consumer visits per day, or 300 visits weekly. Tomlinson’s advertising goals include generating 40% consumer awareness of the brand and general product offerings and capabilities in the Pittsburgh Metropolitan area. Additionally the brand hopes to achieve 30% knowledge of the Tomlinson’s location to the primary and secondary audiences.  Tomlinson’s has enlisted The Six Advertising Agency to accomplish these goals.  With a delegated media budget of $120,000 to support the Pittsburgh expansion, the owner of Tomlinson’s would like to spend at least 50% of the budget on social media and digital media promotions.  

Brand HistoryMr. T. R. Tomlinson established Tomlinson’s in 1946 at 49 ½ Street Austin, Texas. Originated as a chick hatchery, Tomlinson’s eventually evolved into a livestock feed, supply and poultry store (Tomlinson’s Pet Supplies, 2016). Purchased by Liniel Clock in 1971, Tomlinson’s further evolved due to the work by his sons and himself. In a changing market, livestock feed and poultry were eventually phased out. As the industry in Austin, the Click’s progressed Tomlinson’s into a store providing natural and healthy pet food and products (Tomlinson’s Pet Supplies, 2016).  In 1986, they opened their second store and business continued to boom with 11 stores operating throughout the Austin area (Tomlinson’s Pet Supplies, 2016).

Company EvaluationTomlinson’s Feed and Pet Supplies has many different competitors within the market such as Petco, PetSmart, major retail stores and even online stores such as Amazon. With a competitive market, Tomlinson’s differentiates themselves in numerous ways. Tomlinson’s has always been a local store, which gives them a competitive edge because it gives a personal, trustworthy and friendly neighborhood vibe to their clients (Tomlinson’s Pet Supplies, 2016). Staff members of Tomlinson’s are trained in pet nutrition giving pet owners peace of mind they are getting premium products every time they leave the store (Tomlinson’s Pet Supplies, 2016). Tomlinson’s hopes to bring the same attributes to the upcoming Pittsburgh location. They pride themselves on providing the quality of their pet feed and the best customer service. Tomlinson’s makes it a priority to give back to their local communities. As a local shop reliant on community support,

Source: www.Tomlinsons.com

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they pride themselves in helping neighborhood animal shelters, adoption fairs, and other pet related community events (Tomlinson’s Pet Supplies, 2016).  In addition to all of this, Tomlinson’s also delivers in the Austin area. These qualities have helped them expand to the level they are at today and what attracts people whom want what is best for their animals.  Owner Scott Click believes, “People can go anywhere in town to buy dog food. What makes them come here are the people that work here” (Tomlinson’s Pet Supplies, 2016).

Product Evaluation

ProductsTomlinson’s offers a large variety of healthy, all-natural pet food from a multitude of brands both local and national. Many of the foods are organic and made with fresh, antibiotic-free meat and ingredients. Tomlinson’s also has their own line of food in which they make animal hides, chews, pet deli rolls, biscuits and more. Along with food and treats, Tomlinson’s offers an array of toys and accessories fit for any animal. Whether it’s a ball launcher for a large pup or a remote-controlled mouse for a feisty kitten, they’ve got it all. Tomlinson’s also carries an impressive selection of flea and tick medicine, along with grooming supplies to keep your pets clean and healthy. Depending on the location, Tomlinson’s in-store products may vary slightly. If a client’s desired brand or product isn’t sold in any of their 11 locations, Tomlinson’s will consider adding it to their shelves (Tomlinson’s Pet Supplies, 2016a).

ServicesAlthough Tomlinson’s has set the bar very high for product selection, their vast collection of services provided sets the bar even higher for competitors. In what’s called the “Pet Club,” clients pay just $7.50 per year to receive 10% off all pet food purchases. They also receive invitations to seasonal events, notifications of monthly specials and more. Pairing with “pet picks,” in which Tomlinson’s chooses and discounts select food items each month, clients save more overall than at competing companies. Another crucial service that Tomlinson’s offers is their ability to deliver. Working with “Instacart,” Tomlinson’s delivers supplies same-day to Austin, TX and nearby towns every day of the week. Clients can schedule specific times for drop-off as well. Tomlinson’s also host events such as drug-free dental cleanings, drop-in vet clinics and special events such as Halloween costume contests. Many local rescues partner with Tomlinson’s to host weekly adoption events where employees work eagerly to help find homes for animals (Tomlinson’s Pet Supplies, 2016b).

Figure 1.1source: www.Tomlinsons.com

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Brand PhilosophyTomlinson’s has kept its warm, inviting, family-oriented atmosphere for over 70 years and works avidly to continue doing so. Their brand mission is: “Do what’s best for our guests and their pets.” This concept is broken down into eight core values, which every Tomlinson’s employee lives by: Health, delight, quality, team, expertise, growth, animal rescue and trust. Employees offer world-class service and are specially trained in pet nutrition and retail sales to give credible, genuine advice to clients about pet health and well-being. Tomlinson’s also stays very involved with the community and gives back as much as they can. With the “Pound4Pound Food Drive,” each bag of food donated by clients from Black Friday to Christmas Eve is matched by Tomlinson’s, and in total 125,826 pounds of food has been donated to local shelters. In 2016 alone, they were able to feed more than 400 rescue pets throughout the year. They host other charitable events as well, along with the “10/10/10 Program” and adoption events (Tomlinson’s Pet Supplies, 2016c).

StrengthsTomlinson’s is advantageous in the greater Pittsburgh area because of its broad selection of healthy and natural products. Since they consider client recommendations for products, their selection is ever-growing (Tomlinson’s Pet Supplies, 2016). Being a family-owned business, its strong family-oriented atmosphere is a very unique feature that other large competitors cannot offer (Hoovers, 2016). Employees are also very personal with clients by offering insightful, natural pet-related information. Tomlinson’s also offers same-day delivery, which is very unique among competing brands.

WeaknessesSince Tomlinson’s has never expanded from central Texas, the consumer awareness in Pittsburgh will be meager. Consumer reach will start at close to nothing compared to competing brands who have high brand awareness (Hoovers, 2016). To help alleviate this issue, Tomlinson’s needs to maintain more active, relevant social media to reach their new audience. They also lack any form of e-commerce, which is possibly costing them a large portion of sales. This feature is offered among nearly all other competing brands (Hoovers, 2016). Tomlinson’s also has a network of local brands/companies that make up the majority of their products, which will be much less accessible in Pittsburgh.

Figure 1.2Source: www.Tomlinsons.com

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Consumer EvaluationThe love of pets and the enjoyment derived from the companionship a pet brings seems to be universal among different age, race and gender demographics. While the love of pets is a transcending theme in American culture, it is critical for Tomlinson’s Pittsburgh location launch to target a more precise audience in order to achieve maximum brand awareness and thus sales. Narrowing down ideal primary and secondary audiences is key to any businesses’ success as it aids in guiding future marketing and advertising efforts.

DemographicsIntense market research led to several significant albeit somewhat surprising realizations regarding the ideal primary and secondary audiences for Tomlinson’s. Initially, cultural stereotypes lead to the notion that the primary audience for Tomlinson’s would be families with children living in the suburban outskirts of the greater Pittsburgh area. In actuality, the target demographic for Tomlinson’s Pittsburgh location are men and women aged 22-34 years who do not have children, meaning the target audience is part of the Millennial generation. Further research supports that the secondary audience are men and women aged 51-65 years old, these individuals are members of the Baby Boomer generation.

The Pew Research Center defines the Millennial generation as people aged 18-34 as of 2015 and Baby Boomers as people aged 51-69 (Fry, 2016). Data gathered from the Pew Research Center indicates as of 2015, Millennials surpassed Baby Boomers in size for the first time, with Baby Boomers numbering 74.9 million Americans and Millennials totaling 75.4 million Americans (Fry, 2016). Analysts at Pew Research Center indicate this shift is due to increased immigration to the United States of individuals who are part of the Millennial generation combined with an increased death rate within the Baby Boomer generation (Fry, 2016). In addition to comprising the largest demographic sector in the United States, Millennials also have the highest rate of pet ownership in the country. According to Debbie Phillips-Donaldson, a pet food and supplies industry expert, 35.2% of Millennials own a pet followed by 32.8% Baby Boomers (Phillips-Donaldson, 2015).

Data from research firm GfK in 2011 indicate Millennials are 77% more likely than any other generation to own a cat or dog when unmarried and without children. This phenomenon likely stems from the desire to move forward with career and lifestyle pursuits while simultaneously putting off traditional norms, such as getting married and having children (Phillips-Donaldson, 2015). [Gallup Polls reports 59% of Millennials are currently single and have never been married (Fleming, 2014)]. Research from Bentley University reports the median age for marriage is 27 for women and 29 for men in the Millennial generation (Murphy, 2016). In 1960, the median age for women to get married was 20 and men typically got married at 23 (Murphy, 2016). Millennials are also waiting longer to have children than previous generations. In 1970 the average age of a first time mother was 21.4 years old, by 2013 that number had increased to 26 years old (Baby Center LLC, 2015). Experts attribute the increased average age of first time moms to the increase of women in the work force and the accessibility of contraception (Baby Center LLC, 2015). As Millennials push back traditional roles such as marriage and motherhood,

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they are increasingly seeking companionship, a void which is often filled by pet ownership.

Education is also highly valued to the Millennial generation. More than 61% of Millennials who are within the post college age range received a college level education (The Council of Economic Advisors, 2014). Because some Millennials are not of college age or are still in college this statistic will potentially evolve further in the future. Statistically, women in the Millennial generation are more educated then their older counterparts. Data attained by the Pew Research Center supports that Millennial women are 6% more likely to attain a college degree than their male counterparts, while women in the Silent generation, individuals born between 1928-1945, were 5% less likely than males to attend college (Fry and Patten, 2015). College educations typically lead to higher earning potential (The Council of Economic Advisors, 2014). Though the target audience does not have the disposable income necessary to begin a family they desire the companionship offered by a pet and have the disposable income required to care for a pet. Tomlinson’s can benefit financially off the population of college educated millennials in Pittsburgh because Tomlinson’s offers pet care products to suit the needs of the target audience.

However, Millennials are also significantly more debt ridden than previous generations. Upon college graduation the average class of 2016 graduate had $37,172 of student loan debt (Adamczyk, 2016). In comparison, the average amount of student loan debt for college graduates in Generation X, individuals currently between the ages of 35-49, was $25,000 (Adamczyk, 2016). The amount of debt college graduates carry into their careers is a definite factor in the delay of starting families.

Despite the fact that Millennials are graduating college with the highest average amount of student loan debt ever and entering a competitive job market, they are not earning generous salaries. According to Business Insider, the average Millennial living and working in Pennsylvania earns $23,400 annually (Kiersz and Elkins, 2015). This number does take into consideration Millenials who are still in high school or college and are likely not working full time. Nationally, the average salary for Millennials ranges from $18,000 in Montana to $43,000 in the District of Columbia (Kiersz and Elkins, 2015). The relatively low average salaries of Millennials are a contributing factor in the generation’s choice to substitute pets for children in their early to mid twenties. While a pet is a less expensive alternative to having a child it is still not cheap. The American Pet Products Association reports in 2015 $60.59 billion was spent on pets and basic annual expenses totaled $1,641 per dog (Phillips-Donaldson, 2015).

Targeting a secondary audience is key to maximizing Tomlinson’s brand awareness and sales. Above, the secondary audience was identified as Baby Boomers. More specifically, the secondary audience is Baby Boomers between the ages of 51-65 who are married. The secondary audience is impactful because they are likely parents whose children have ventured off to college or the work force. The void left in these parent’s lives is often referred to as “empty nest syndrome”. The Mayo Clinic defines empty nest syndrome as such “Empty nest syndrome isn't a clinical diagnosis. Instead, empty nest syndrome is a

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phenomenon in which parents experience feelings of sadness and loss when the last child leaves home” (Mayo Clinic, 2015). The void left by children moving out is often filled through pet ownership. Pet industry expert John Gibbons expands on this phenomenon as such, “pet spending reaches its peak at ages 55-64 as consumers focus on their ‘pet children’” (King, 2015).

Starkly contrasting with the low marriage rate of the Millennial generation, 65% of Baby Boomers are married (Fleming, 2014). The high marriage rate present in Baby Boomers is likely because they are largely past the life stages of getting married and having children. Additionally, the secondary audience is more financially secure than the primary audience. When polled, only 9% of Baby Boomers were financially responsible for student loan debt compared to 45% of Millennials (Jain, 2016). More job experience also promises Baby Boomers a higher salary than Millennials. The average household income nationally for the secondary audience is $68,329, significantly higher than their younger counterparts (The Council of Economic Advisors, 2014). Despite a higher average salary, Baby Boomers are typically not as well educated as Millennials. Approximately 28% of Baby Boomers graduated from college and another 29% have some college experience (Council of Economic Advisors, 2014). A combination of increased free time, disposable income, and the impact of empty nest syndrome, secure Baby Boomers aged 51-65 years old as a solid secondary audience.

PsychographicsPsychographics are the key to effectively targeting your audience. Understanding your audience on a psychological level will improve the marketer’s ability to reach the target and successfully convey a message.

Pet industry spending is predicted to reach $62.75 billion in 2016 and consumers show no signs of slowing down spending on their beloved pets. When surveyed by research firm GfK, 63% of Millennials felt pets deserved to be pampered (Phillips-Donaldson, 2015). The idea that pets are family members who deserve to be pampered has pushed the pet supply industry to grow an average of 3% annually since 1994 (Richter, 2014). To this point, a 2016 study by Nielsen found that 55% of American pet owners would give up chocolate if it meant their pet could have high quality food (Nielsen, 2016). Research gathered by GfK during the 2015 Pet Expo, revealed fascinating psychological motivations propelling Millennials as they shop for pet supplies. Millennials were found to buy brands which best reflected the lifestyle they live. For example, Millennials were more likely to purchase a pet food if it was promoted as “healthy” or “natural” if this was a lifestyle they were personally pursuing (Phillips-Donaldson, 2015). Additionally, Millenials are more likely than other generations to try innovative products or services. Millennial’s willingness to try new things plays into Tomlinson’s strengths as they frequently offer cutting edge pet products in store as well as host a wide variety of pet events. From pet adoption drives to anesthesia free dental work, Tomlinson’s has unique pet related events which cater to the innovative spirit of the Milennial generation. Millennials were also found to not be brand loyal proving to be beneficial for Tomlinson’s as they offer more than 7,000 pet products. The willingness of Millennials to spoil their pets presents a strong marketing opportunity for Tomlinson’s.

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2016 2015 2014 2013 2012 2011 2010 2009

~62.75 B 60.28 B 58.04 B 55.72 B 53.33 B 50.96 B 48.35 B 45.53 B

Total U.S. Pet Industry Expenditures

Year

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Figure 1.3Source: http://www.Americanpetproducts.org

Millennials have been hailed as the most independent, free spirited and unorthodox generation and connecting this to their pet spending habits is critical to the success of the Pittsburgh location of Tomlinson’s. Millennials are very likely to throw out cultural norms in favor of living with a sense of individualism. For example, Millennials are 50% likely to identify as LGBTQ than any generation before them (Fleming, 2014). Innovative products and service offerings from Tomlinson’s key into the Millennials non-conformist nature and indicate future success in Pittsburgh is probable.

Psychologically, Baby Boomers are most moved by the concepts of achievement and success. They are found to value prosperity and success largely due to the struggle that was present when their parents, members of the Silent generation, were growing up during the Great Depression. Translating to their pet spending, Baby Boomers seek value in their purchases and are willing to spend top dollar to access premium quality (Nielsen: The Humanization of Pet Food, 2016).

Baby Boomers’ pet spending is reflective of Millennial pet spending. Baby Boomers value their pets as “furry children” and place high priority on their nutrition. In the past, “organic” was the key term for marketing pet food. However, a 2016 study by Nielsen reveals that a more mainstream word “non GMO” has stolen that spotlight (Nielsen: The Humanization of Pet Food, 2016). The word “non GMO” is more appealing to Baby Boomers because they did not grow up during the movement towards organic foods as Millennials did. Baby Boomers are likely to reject concepts that they do not understand which largely translates to their pet food purchases (Nielsen: The Humanization of Pet Food, 2016).

Geographics

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Pittsburgh is a large city with a diverse population. In order to achieve maximum exposure for Tomlinson’s new location it was necessary to pinpoint exactly where the primary and secondary audiences live. “My Best Segments” allows a user to input any United States zip code in order to find out which demographics are most present in the area. A cursory glance of any zip code allows the user to see items such as age range, income range, household composition (whether there is one person or multiple people living in each household which is then further broken down into categories such as “other with no children, other with children, married with children, and married without children), and race/ethnicity. Each segment gives an average median income, lifestyle and media traits (example: people that fall into “Connected Bohemians” segment tend to own hybrids and frequent Starbucks). Using this software allowed for the most accurate targeting of the primary and secondary audience. By inputting data that aligned with how Millennials were defined in the Demographic section, three zip codes rose to the top as the most lucrative target zones for the primary audience.

Shadyside, zip code, 15213 is a Pittsburgh hub for Millenials. Located on the East End of Pittsburgh, Shadyside is known for its bustling nightlife and unique restaurants. Niche rated Shadyside as “the best neighborhood in Pittsburgh for Millennials (My Best Segments, 2016). The prestigious Carnegie Mellon University is also located in Shadyside, bringing an influx of intellectual college students to the mix.

Zip code 15201 is better known as Lawrenceville, PA. Lawrenceville is another up and coming neighborhood, home to many hip Millennials. Lawrenceville is also home to cultural landmarks such as the Pittsburgh Zoo and the PPG Aquarium. Lawrenceville is perfectly aligned with the median income of Millennials with an average household income of $27,031 (My Best Segments, 2016).

The final zip code which will be targeted for Millennial pet owners is 15203, more commonly known as Southside. Located along the Monongahela River, Southside offers young pet owners plenty of areas to take their pets on walks or to the dog park. The average age for a resident in Southside is a young 30 (My Best Segments, 2016). Southside is also home to both the University of Pittsburgh and Duquesne University.

The same software was utilized to identify the secondary audience, comprised of Baby Boomers, who were found to live primarily in suburban areas on the outskirts of Pittsburgh.

Fox Chapel, zip code 15238, is located just 6 miles northeast of the city center of Pittsburgh and is home to the Fox Chapel Golf Club as well as the Pittsburgh Field Club (My Best Segments, 2016). 33.7% of the population of Fox Chapel is between the ages of 45-64 and have an average per capita income of $80,610 (My Best Segments, 2016).

Sewickley, zip code 15143 is another suburban area that is home to a high level of Baby Boomers. Located 12 miles northwest of downtown Pittsburgh, Sewickley boasts a per capita income of $79,541 (My Best Segments, 2016). Additionally, 75% of the residents

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of Sewickley are married couples. Further, 30.1% of the population is between the ages 45-64 (My Best Segments, 2016).

Finally, Bradford Woods is known by the zip code 15015 and is located 17 miles northwest of the center of Pittsburgh. With 39.3% of the population between the ages of 45-64, Bradford Woods is a key location for the secondary audience (My Best Segments, 2016). 75.6% of the residents of Bradford Woods identify as happily married and the per capita income is $51,462 (My Best Segments, 2016).

The ability to target primary and secondary audiences precisely using the Nielsen “My Best Segments” software helps to guide future marketing efforts that will lean heavily on geographic segmentation. Addressable forms of media, specifically direct mail, will benefit enormously from the data retrieved from “My Best Segments”.

Facebook YouTube Instagram Twitter Pinterest Reddit Tumblr0

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Question: How often, if at all, do you get news and information from each of the following?

Used Daily Used OccasionallyFigure 1.4

Source: www.Americanpressinstitute.org

Utilizing various forms of social media can propel Tomlinson’s marketing efforts forward. Currently, their social media outlets, particularly Instagram, Facebook, and Twitter are lacking compelling content. To successfully appeal to the target audience, Tomlinson’s will need to improve in the social media sector. Millennials have attested that they are more likely to purchase a product if it is endorsed by a celebrity (Phillips-Donaldson, 2015). Instagram influencer campaigns offer a way to appeal to the idea of celebrity endorsements in a cost efficient manner. By paying a celebrity to promote your product or service on their Instagram feed, it is possible to appeal to Millennials in a way that is not tacky or gimmicky.

Obviously, the secondary audience utilizes different forms of media than the primary audience. Television is still utilized heavily by Baby Boomers though they do not always watch shows when they air. More than 48% of Baby Boomers report utilizing DVR to

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record T.V. shows to watch later (Ariens, 2016). The most watched show by Baby Boomers is Judge Judy. Though it is unlikely that Tomlinson’s will have the resources to target its secondary audience via television it still important to understand their Television consumption habits.

Surprisingly, 91% of Baby Boomers stated that they regularly use social media (American Press Institute, 2015). Facebook is king of social media sites for Baby Boomers with 89% of individuals surveyed reporting that they have an account (American Press Institute, 2015). Pinterest was also more heavily used among Baby Boomers than Millennials, with 40% of Baby Boomers reporting that they frequent the site (American Press Institute, 2015). However, Baby Boomers are less likely than younger generations to spend excessive amounts of time browsing social media channels. For Tomlinson’s this means the secondary audience will need to be targeted in an innovative way in order to gain and keep their attention.

Facebook Linkedin Pinterest Google+ Twitter NONE Instagram MySpace0.00%

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Figure 1.5source: Pewinternet.org

Conclusion It is important to note that Generation X, more commonly referred to as Gen X, is not included as a primary or secondary audience. Gen X refers to individuals between the ages of 35-49. Over the past ten years, 2006-2016, Gen X dog ownership decreased by 12% and Gen X cat ownership decreased by 14% (Phillips-Donaldson, 2015). After analyzing the decline of pet ownership within Gen X, the group was excluded as a potential audience for Tomlinson’s Pittsburgh location.

In conclusion, analyzing large quantities of secondary data revealed a distinct primary and secondary audience. The primary audience, members of the Millennial generation, between the ages of 22-34 were targeted because they are putting of traditional cultural norms such as marriage and having children and are using pet ownership as a substitution. Largely single and without children, pets offer Millennials the

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companionship they crave without the massive economic burdens of kids. Conversely, the secondary audience, Baby Boomers between the ages of 51-65 are nearing retirement and are experiencing empty nest syndrome. The void left when children move out of the house leaves Baby Boomers wanting to care for something again. Pets have become the “furry children” of Baby Boomers and are able to fill the role that children used to hold.

Competitive EvaluationResearch has shown Tomlinson’s has many future competitors when opening a Pittsburgh location. Both direct competitors and indirect competitors play a role in choosing a location for Tomlinson’s. Three direct competitors are (but not limited to) PetSmart Inc., Petco Animal Supplies, and Pet Valu. Three major indirect competitors are Wal-Mart, Costco, and Amazon. All six of these corporations mentioned below have varied competitive advantages and are all dominate in the pet food and supply industry.

Direct Competitors

PetSmart Inc.PetSmart Inc. is the top selling specialty pet food and supplies retailer in the United States operating more than 1,430 stores in the United States, Canada and Puerto Rico (Hoovers, 2016a). The store offers 11,000 pet-related products ranging from cat scratching posts to iguana harnesses. PetSmart products are marketed under both national brands and their own private labels (Hoovers, 2016a). Along with a wide variety of pet products, PetSmart offers an assortment of different services such as obedience training, grooming services, and boarding facilities called PetsHotel (Hoovers, 2016a). Consumers can go to PetSmart to fulfill all of their pet lovers needs--even adoption. They save over 1,300 cats and dogs each day through their adoption services in-store. Charities are a big part of PetSmart’s brand philosophy; over 400,000 pets are saved each year by PetSmart Charities and ninety cents of every dollar donated to PetSmart Charities at checkout goes directly to pets (PetSmart, 2016). Giving back to the community is extremely important to PetSmart.  

Petco Animal SuppliesPetco Animal Supplies is the second largest retailer of specialty pet supplies and food in the United States. Petco has over 1,300 stores in all 50 states including Mexico and Puerto Rico (Hoovers, 2016b). They sell over 10,000 pet products for cats, dogs, birds, reptiles, fish, and other small animals.  Along with Petco’s large retail stores, they operate 100-plus smaller format shops designed specifically for neighborhood settings called ‘Unleashed’ (Hoovers, 2016b). ‘Unleashed’ is a fast growing format adding 38 stores in 2013. These types of stores provide a tailored assortment of products meant mostly for cats and dogs. These stores focus on natural foods and treats and provide services such as

Source: www.Petco.com

Source: www.Petsmart.com

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dog training and grooming, vaccinations, as well as everyday pet needs (Hoovers, 2016b). Throughout the United States, Petco has ten Pooch Hotels for pet daycare and boarding. The Petco Foundation is committed in helping match adoptable pets with loving families (Petco, 2016). They successfully find homes for thousands of dogs, cats, rabbits, and other animals each week.

Pet Valu Inc.Pet Valu Inc. is Tomlinson’s largest competitor in the Pittsburgh area because they have similar store layouts and customer needs.  Pet Valu originated in Canada and expanded into the United States.  As of July 2016, Pet Valu Inc. changed its name to Pet Retail Brands, but the consumer still recognizes the company as Pet Valu (Hoovers, 2016c).  They have more than 350 stores in both Canada and the US; 200 of those are franchises.  Pet Valu markets over 7,000 brands of pet food products, treats, toys, and accessories.  Pet Valu is known for their private labels such as Performatrin, Homepath, and fresh4life (Hoovers, 2016c).  The Pet Valu brand understands that pets are part of the family dynamic so no matter what store a customer walks into a friendly pet expert trained in pet care and nutrition is their to greet the consumer and answer any questions.  Throughout the store, customers can find holistic, premium brands and products to suit any pet lover’s needs. Pet Valu’s philosophy is to provide consumers the best possible selection of pet care items at competitive prices while still keeping a friendly and local vibe.  Fundraising is a fundamental part of each and every Pet Valu location.  They are dedicated in helping local shelters, rescues, and charities in need; customers across the United States have donated over 1.5 million dollars (PetValu, 2016). 10,000 cups of dog and cat food has been donated through Pet Valu’s online social media presence.  In their recent 2015 dog fundraiser, Pet Valu was able to raise over $404,000, which is equivalent to eight semesters of tuition at Harvard University.

Source: www.Petvalu.com

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Petvalu Tomlinson's0

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Figure 1.6source: Marketwatch.com

Petco PetSmart6,200.006,400.006,600.006,800.007,000.007,200.007,400.007,600.007,800.008,000.008,200.00

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Figure 1.7source: Marketwatch.com

Indirect Competitors

Wal-Mart Stores Inc.Wal-Mart Stores Inc. is unavoidable being the world’s largest company by revenue and has over 2.3 million employees (Hoovers, 2016d). Wal-Mart Source: www.Walmart.com

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operates more than 5,300 stores in the United States; 4,570 Wal-Mart stores and 655 Sam’s Club warehouses (Hoovers, 2016d). They are expanding and creating a smaller format store, which will be more localized. Wal-Mart is an indirect competitor of Tomlinson’s because pet owners go to Wal-Mart to get pet food, pet supplies, and toys while doing their every day shopping. Consumers go to Wal-Mart when looking for generic pet products and not when they are in need of specialty items. Price conscious consumers shop at Wal-Mart to save money and find the best deals when needing items for the pets. Wal-Mart is accessible to anyone because of its multitude of locations, making shopping a painless experience.

Costco Wholesale CorporationCostco Wholesale Corporation is the nation’s largest wholesale club operation with 680 membership stores and 71 million members throughout the United States, Canada, Mexico, and Puerto Rico (Hoovers, 2016e). They offer discount prices on 4,000 different bulk items. In order for consumers to shop at Costco they must buy a membership, which leads to customer loyalty and provides a steady source of fee revenue. Members of Costco go shopping there to get products they need in mass quantities. Pet owners can attest to this because their pets are constantly eating. Costco is an indirect competitor with Tomlinson’s because it is a major retail store, but still gives off the vibe of exclusivity since it is member only. Pet owners enjoy getting premium products for their pets at a reasonable price without having to go to many different stores to complete their shopping.

Amazon.com Inc. Amazon.com Inc. started as the world’s largest bookstore and has now become the Earth’s biggest everything store (Hoovers, 2016f). Consumers can purchase anything from Amazon ranging from electronics, auto parts, groceries, etc. and have it shipped to their doorstep in a matter of days (Hoovers, 2016f). Millennial consumers, between 18 and 37, account for 25 percent of consumer spending and have officially become the largest consumer generation in the United States (Swartz, 2016).  Millennials are more likely to do their shopping online which was one of the reasons Amazon’s sales grew from $25 to $75 billion between 2009 and 2013 (Swartz, 2016).  41 percent of 18-24 year olds and 41 percent of 25-34 year olds reported they have purchased from Amazon (Swartz, 2016). Amazon is an indirect competitor with Tomlinson’s because of millennials.  Millennials are the highest percentage of pet owners in today’s society.  With busy schedules, these new pet owners need flexibility when purchasing items and Amazon provides that luxury.

Source: www.Costco.com

Source: Amazon.com

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Wal-Mart Costco Amazon0

100

200

300

400

500

600

485.65 B

116.20 B 107.01 B

Indirect Competitors 2015 Revenue

Indirect Competitors

Annu

al R

even

ue (i

n Bi

llion

s)

Figure 1.8source: Marketwatch.com

ConclusionBoth direct and indirect competitors of Tomlinson’s cause threats to impending business because each is unique to the pet product market. Each competitor has an e-commerce website making purchasing from their company instantaneous. Tomlinson’s could benefit from establishing an e-commerce presence considering everyday life is becoming more digital. Pet Valu is Tomlinson’s greatest direct competition because both brands pride themselves on giving leading customer service and premium pet products. However to Tomlinson’s advantage, Pet Valu is new to the Pittsburgh area and is still establishing brand recognition among pet owners. Both companies are well educated on holistic and organic pet food. Amazon is Tomlinson’s greatest indirect competition because everything is accessible through Amazon within days. Tomlinson’s has no e-commerce existence at all making it difficult for them to reach everyone. Amazon is competitive with prices and a well-known name in any industry causing Tomlinson’s to work even harder to retain existing customers and gain new ones. Millennials love instant gratification without having to leave their house causing Amazon to grow in every direction. Tomlinson’s can keep a competitive edge because they have unbelievably hardworking staff members who want the finest pet experience there is to offer their customers.

Media Environment Evaluation

Current National Market Trends

All-Natural ProductsPet products are becoming increasingly healthy due to pet owners lifestyle changes.  Pet owners want to parallel their lives into their pets when choosing healthy alternatives.  Pet food manufacturers are avoiding Butylated Hydroxyanisole (BHA), Butylated Hydroxytoluene (BHT), Ethoxyquin, and rendered fat. The manufacturers know that the

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healthier the products they put out the more return from naturalist consumers that are growing in today's economy. Below you can see the steady increase in natural and organic pet food sales from 2009-2016. Projections show that by 2019, the market in natural pet food sales will be at a record high of 6.8 billion dollars. This is beneficial for Tomlinson’s as they pride themselves on having one of the largest selections of natural products for pets in the nation. With the market turning toward organic products, Tomlinson's is setting themselves up for great success in the present and the future.

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

3 3.2 3.43.8

4.24.6

55.4

5.86.3

6.8

Natural and organic pet food sales in the US from 2009 to 2019 (in US billion dollars)

Year

Sale

s in

U.S

. Bill

ion

Dol

lar

Figure 1.9source: SRG.com

Specialty Pet Services/Mobile Pet GroomingThe American Pet Products Association (APPA) predicts that spending in this arena will increase from $510 billion for 2013 to $620 billion by 2016 (APPA, 2016). These services range from pet grooming, pet sitting, and health insurance for your pets. New Services making it convenient and easy for groomers to come to consumers houses, making the trip to the store unnecessary. One specialty that has become increasingly prevalent is mobile pet grooming.  The service is how it sounds; businesses drive to the consumer's’ house and groom their pets within the space of a mobile station. This is one of the big areas in speciality pet services that's supposed to blow up, and millennials are the lead generation on finding the easiest way for things to get done.

Local Market Trends

Pittsburgh Online Markets are Steadily RisingPittsburgh is in the forefront of technology in online markets. From 2009, each year has risen in online sales. (Statista, 2012) This can be contributed from a multitude of factors. The inclusion of a multi-media market in today’s age makes everything more accessible. Making campaigns more accessible to online communities surrounding the area will make a large impact in what a company can do. Pittsburg is also a city that is more

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heavily millennial, who are proven to use online markets more than their counterpart generations.

Sports TeamsBeing in big city market means there are most likely professional sports teams in that area. Pittsburgh has three in each major sport, and be used for promotional/ sponsorship opportunities. Over the past decade, Pittsburgh sports have dominated in their respected sports, and gained attention on a national level. These teams do sponsorships with local businesses, and can be used as an opportunity. Primanti Bros, Highmark Blue Cross, and other local Pittsburg businesses are showcased across Heinz field (Pittsburgh Steelers) and Pirates Stadium. Tomlinson’s can use these teams to help them bring in local consumers, while creating a name for themselves on a national stage.

Economic Trends

Social Media/Online CompetitionMajor brands have great marketing campaigns to promote, and if done well enough, can cause a product to spread like wildfire. With pet care in mind, other competitor brands such as Petco, offer specials and coupons throughout their social media, and that in turn brings more sales to their businesses.  Also with today's market being so Internet friendly, online retail stores like Amazon provide heft competition to Tomlinson’s businesses. Social media is the key to reaching the Millennial audience as they are extremely digital and engaged with their peers and brands. Social media walks the line between connecting with an audience for personal matters and promoting a business or brand to an audience, this taps into Tomlinson’s friendly and personal brand personality. 90% of Millennials own a smartphone and 93% access the internet daily (American Press Institute, 2015). The American Press Institute also reports that Millennials are three times more likely than previous generations to reference social media sources before making a purchase. Additionally, more Millennials have begun to get their news from social media as opposed to traditional news sources. Data from the American Press Institutes states 88% percent of Millennials get their news from Facebook, 83% get their news from YouTube and 50% get their news from Instagram (American Press Institute, 2015). Further, more than 25% of Millennials report using these social media sites as a news source on a daily basis (American Press Institute, 2015). Utilizing various forms of social media can propel Tomlinson’s marketing efforts forward. Currently, their social media outlets, particularly Instagram, Facebook, and Twitter are lacking compelling content. To successfully appeal to the target audience, Tomlinson’s will need to improve in the social media sector. Millennials have attested that they are more likely to purchase a product if it is endorsed by a celebrity (Phillips-Donaldson, 2015). Instagram influencer campaigns offer a way to appeal to the idea of celebrity endorsements in a cost efficient manner. By paying a celebrity to promote your product or service on their Instagram feed, it is possible to appeal to Millennials in a way that is not tacky or gimmicky.

Surprisingly, 91% of Baby Boomers stated that they regularly use social media (American Press Institute, 2015). Facebook is king of social media sites for Baby Boomers with 89% of individuals surveyed reporting that they have an account

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(American Press Institute, 2015). Pinterest was also more heavily used among Baby Boomers than Millennials, with 40% of Baby Boomers reporting that they frequent the site (American Press Institute, 2015). However, Baby Boomers are less likely than younger generations to spend excessive amounts of time browsing social media channels. For Tomlinson’s this means the secondary audience will need to be targeted in an innovative way in order to gain and keep their attention.

Facebook Linkedin Pinterest Google+ Twitter NONE Instagram MySpace0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

82.30%

35.30% 34.40% 32.20% 30.60%

12.60% 9.10% 5.40%

Which of the following social networking sites do you use or belong to?

Perc

ent o

f Res

pond

ents

Figure 1.5source: Pewinternet.org

TV and RadioWhile television is not possible with Tomlinson’s budget it is important to note that Millennials watch approximately 4.5 hours of television per day (Ariens, 2016). As of April 2016, the three most watched television shows were heavily represented by cable networks, and included The Walking Dead (AMC) as the most watched T.V. show followed by Game of Thrones (HBO) and Mr. Robot (USA) (Ariens, 2016). The T.V. shows mentioned previously are also available on online television streaming sources such as Netflix and HBO Go which contribute to their success. Obviously, the secondary audience utilizes different forms of media than the primary audience. Television is still utilized heavily by Baby Boomers though they do not always watch shows when they air. More than 48% of Baby Boomers report utilizing DVR to record T.V. shows to watch later (Ariens, 2016). The most watched show by Baby Boomers is Judge Judy. Though it is unlikely that Tomlinson’s will have the resources to target its secondary audience via television it still important to understand their Television consumption habits.

Radio is also an effective means to reach the target audience and is typically more affordable than television. The genres of music most popular with the Millennials generation include Pop, Rap and House music. The rise of Pandora radio and Spotify radio have allowed the user to create their own playlist but are still supported by ads

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which presents as a unique advertising opportunity for Tomlinson’s. In Pittsburgh, the radio stations most commonly listened to by Millennials are KISS 96.1 and WISH 100.7.

Industry Leans on High Income HouseholdsHigh-income households are expected to be a major demographic for pet product brands. The Packaged Facts report identifies upper-income households as a dominant force in the industry, estimating that three-fifths of pet market spending will come from this group (Packaged-Facts, 2016).This is interesting pertaining to the millennial in the Pittsburg area, because of the fact that most of them are making higher incomes compared to the surrounding area.

ConclusionTomlinson’s’ market is going to be based off of important numerous factors when they move into the Pittsburgh market. The single most important trend that they should attend to first is the selection of natural products. Consumers want what’s best for their pets and having the largest selection of natural products to sell will help. Investing in specialty pet services will give their customers options when it comes to grooming their pet, and having more choices can only help bolster the reputation. Building an online presence is a must in this day and age.  Social media is essential and Tomlinson needs to have great campaigns and catchy posts to keep up with competitors.

Situation Analysis ConclusionPet products are always evolving with current market trends. Organic and Non GMO pet foods are on the rise in the pet industry because pet owners want to parallel their healthy lifestyles into their pets'. Pet spending is at an all-time high and are continuing to rise which offers significant revenue potential for Tomlinson's. More than ever, pet owners are considering pets as members of their families and feel they should be treated as such. Millennials have now captured the largest pet ownership demographics and baby boomers are as close second.

Social media marketing is the wave of the future and to be successful in the pet industry sector, and Tomlinson's needs to consider boosting their social media presence. Additionally, e-commerce is increasingly significant to company's annual revenue. To keep up with trends, Tomlinson's should consider selling products online. E-commerce would secure the millennial demographic for Tomlinson's as they rely heavily on purchasing products online.

Tomlinson’s Feed and Pet Supply Media Plan

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Target Audience

Objective Deep research has revealed that both a primary and secondary audience are essential to Tomlinson’s success in Pittsburgh. Advertising efforts will be split between targeting the primary audience, Millennial men and women aged 22-34 years living in downtown Pittsburgh and reaching the secondary audience, men and women in the Baby Boomer generation aged 51-65 living in the outskirts of Pittsburgh. All advertising efforts will serve to bring awareness and brand recognition of Tomlinson’s to the greater Pittsburgh area.

Strategy

Primary Demographic Target for Tomlinson’s Men and Women aged 22-34 years old Members of the Millennial Generation No children Not married, but may be in a committed relationship Median household income is $40,009 which classifies the target as slightly lower

middle class Primarily Caucasian or African American

o small Hispanic and Asian populations Some of the target has college experience

o The vast majority have at least a high school degree Largely renters

Psychographics Enjoy attending sporting events of the numerous professional sports teams in

Pittsburgh Subscribes to Skimm Shop at Free People, L.L. Bean, Anthropologie and Nordstrom Rack Animals lovers willing to spend a sizeable chunk of their disposable income

insuring their pet has a comfortable life Drive small, gas efficient, city savvy sedans Frequents fast causal restaurants such as Chipotle and Panera Lives in neighborhoods catering to young people with an abundance of

restaurants, clubs and bars Appreciates living a healthy lifestyle represented by nutritious eating habits and

frequent work outs Interested in trendy fitness crazes such as Pure Barre and Soul Cycle Desires to travel extensively but is limited financially Working full time in or around downtown Pittsburgh

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Enjoys watching a wide variety of T.V. shows including Family Guy, Chopped, and the Bachelor

Loves attending live music events particularly at some of the niche venues unique to Pittsburgh

Heavily reliant on digital forms of media and communication Frequently utilizes the Spotify app while on the go Most likely spending beyond their means

Secondary Demographic Target for Tomlinson’s Men and women between the ages of 51-65 years old Members of the Baby Boomer generation Have children who are college age and older Married Most have at least a partial college education Median household income of $68,329 which classifies as upper middle class Vastly Caucasian Largely home owners

Psychographics Have a case of “empty nest syndrome” as children have likely moved out of the

home and onto college or careers Enjoy reading the Wall Street Journal during their morning coffee Facebook aficionados Enjoy the leisure of travel Shops at Ann Taylor, Kohls, and Talbots Frequent upscale restaurants in downtown Pittsburgh Appreciate the cultural aspects of Pittsburgh such as art museums and historic

monuments Most likely in the backside of their career so they have time to devote to spoiling

a pet Drives a crossover or small SUV such as Lexus RX or Chevy Tahoe The older version of soccer moms/dads Grocery shops at Whole Foods, Wegmans, and Trader Joes Tries to stick to a primarily organic and non GMO diet Enjoys spinning and yoga classes Loves to play golf on the weekends Active Amazon Prime users

Rationale

Primary TargetThe primary target for Tomlinson’s Pittsburgh location is Millennial men and women between the ages of 22 and 34 years old. These individuals are the “up and comers” of their respective careers and are willing to devote the time and effort necessary to be successful. These individuals are motivated to move up the ranks of the corporate world quickly and are thus willing to forego traditional milestones such as marriage or having

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children in order to accomplish these goals (Fry, 2016). Additionally, despite a growing economy, booming job market, and higher levels of education than ever, Millennials are being compensated proportionally less that their Baby Boomer parents (The Council of Economic Advisors, 2014). Combined with high levels of student loans and ever surmounting credit card debt, it is unrealistic to assume that Millennials would be able to marry and have children as early as their parents did. As a result many Millennials are choosing pet ownership as a form of companionship instead of marriage or children (Fry, 2016).

Pittsburgh is a bustling cultural center complete with upscale restaurants, museums, and historical monuments which draw hip Millennials to the area. Pittsburgh is also extremely ethnically diverse which is typically ranked as a priority to many Millennials (American Press Institute, 2015). Pittsburgh also has a rapidly growing job market which is a draw for Millennials looking for entry level positions immediately after graduating. Pittsburgh is also home to several reputable colleges including Carnegie Mellon University, Duquesne University, and the University of Pittsburgh. A heavy concentration of colleges in a relatively small geographic area promises a dense audience for Tomlinson’s to draw customers from. Millennials also live a fast paced and heavily engaged lifestyle so a pet store location conveniently location downtown would be extremely appealing to them. Additionally, the primary target is considered to be early adopters of technology and love to try new things, both digital and otherwise. The cultural aspects, job potential for Millennials, and dense Millennial population in Pittsburgh make it an ideal location for Tomlinson’s new launch.

Because Tomlinson’s was previously based solely in Texas, it is unlikely that the primary target has even a minimal level of brand awareness. The target audience’s lack of knowledge about the brand makes it essential that marketing efforts strive to achieve maximum brand awareness for Tomlinson’s in the Pittsburgh area as well as clearly explain the benefits Tomlinson’s offers in comparison to its competitors. Because Millennials adapt well to change and are open to trying new things, they are an ideal primary target for Tomlinson’s Pittsburgh launch.

Secondary AudienceThe secondary audience is comprised of men and women between the ages of 51-65 years old. These individuals are members of the Baby Boomer generation and live in the outskirts of Pittsburgh. Many of these people are married with grown children who have since moved out of the house and onto college or careers. Children moving out of the house often leaves parents with an empty, void feeling, a phenomenon widely known as “Empty Nest Syndrome”. The secondary audience is widely known to fill this void with pets, often known as “fur babies”. More than 32% of Baby Boomers own at least one pet which makes them the second largest pet owning demographic, behind Millennials (Phillips-Donaldson, 2015). These individuals are upper middle class and have the time and disposable income to spend spoiling their “fur babies” which makes them a prime secondary audience for Tomlinson’s Pittsburgh launch.

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Baby Boomers typically fall either in the early or late majority of technological adoption and are very receptive to traditional advertising efforts. The bulk of the secondary audience also tries to eat healthily, striving to purchase organic and non GMO products (Nielsen, 2016). The desire to purchase wholesome, natural products spills over into characteristics of the secondary audience’s pet ownership patterns. Baby Boomers ranked purchasing natural and organic pet products as a priority according to a 2016 study by Nielsen (Nielsen, 2016).

The priority and status the secondary audience place on their pets make them a lucrative market for Tomlinson’s to target. Tomlinson’s wide array of natural pet products will directly appeal to the Baby Boomers who have the disposable income necessary to purchase these products. Brand awareness is still a priority in marketing efforts to the secondary audience as is creating a strong brand image as they are less likely than the primary audience to venture out and try new things, such as a new pet supply store. However, developing a strong relationship with the secondary audience will prove financially beneficial for Tomlinson’s.

Media Mix Objectives & Strategies

ObjectiveUsing traditional media mix of local newspapers, radio, magazines, direct mail and out-of-home advertisements, as well as numerous non-traditional approaches such as digital and social media advertising.  We intend to reach Tomlinson’s primary and secondary target audiences in the Pittsburgh metropolitan area from Saturday, March 11, 2017 through Sunday, December 31, 2017.

StrategyPet owners are part of a wide demographic, but we believe there are two main groups who make up the largest amount.  Our primary target audience is Millennials aged 22 to 34 and our secondary target audience is baby boomers aged 51 to 65.  We determined targeting these two demographics would lead to the greatest success when expanding Tomlinson’s to the Pittsburgh area.

RationaleDue to the target audiences and wide range of traditional and non-traditional media, our media team believes Tomlinson’s can reach thousands of people in the Pittsburgh metropolitan area.  We believe this because each media used targets a specific audience. Having two audiences creates a larger reach causing greater brand recognition within the Tomlinson’s company.

Traditional Media

Local Newspaper- Around the Pittsburgh metropolitan area there are countless newspapers.  The most prominent is the Pittsburgh Post-Gazette. This reputable paper

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boasts both a print and digital distribution making it easily accessible to everyone. The Pittsburgh Post-Gazette’s is Pittsburgh’s largest local newspaper. Their Sunday circulation totaled 290,441 during the first quarter and 161,385 averages on weekdays. On Sundays we plan to create preprint advertisements for Tomlinson’s to advertise their expansion to Pittsburgh as well as upcoming sales and events at their stores.

Radio- We chose a Pittsburgh area radio stations to target our primary audience. Millennials are more likely to listen to radio stations such as 96.1 KISS FM since they play the latest pop hits. Music by Justin Bieber, Drake and Rihanna are common on KISS FM which appeals to the large Millennial population living in Pittsburgh. We plan on using a mix of 15 second and 30 second ads. We will advertise during prime driving times such as in the morning and afternoon commutes to and from work. Radio will be our way to raise awareness of the expansion of Tomlinson’s to the Pittsburgh area.

Magazine- To increase our reach to both Millennials and Baby Boomers, our advertising team chose to target a major local magazine which speaks to both the primary and secondary audience. Similar to the Pittsburgh Post-Gazette, our magazine of choice, Pittsburgh Magazine distributes both online and through the mail. Pittsburgh Magazine reaches both Millennials and Baby Boomers as there are sections such as ‘Home and Garden’ and ‘Decorating’ geared towards Baby Boomers as well as articles featuring indie music venues and new restaurants and bars popular with Millennials. Pittsburgh Magazine is published at the beginning of every month. Our budget made it possible for us to publish three half page print ads. Local magazines are the fastest way to gain attention for our primary and secondary target audiences.

Out-of-Home- Our advertising team believes out-of-home advertising is a cost effective way to reach thousands of people in the Pittsburgh area. Digital billboards heading into and out of downtown Pittsburgh are a fast and straightforward way to target the masses. Billboards offer a ‘point of purchase’ type of an effect when placed headed into downtown Pittsburgh, towards Tomlinson’s store. Both of these will target Millennials and Baby Boomers.  These ads will not have to differ between age groups. These messages will be daily reminders of Tomlinson’s and their upcoming events they are hosting.

Direct Mail- Our group believes direct mail would be effective mainly with baby boomers because they are sifting through their mail on a regular basis. We would use zip codes around the Pittsburgh area to target these consumers. Baby Boomers live primarily on the out skirts of the Pittsburgh area in suburban areas. The three zip codes we would target would be Fox Chapel (15238), Sewickley (15143), and Bradford Woods (15015). These direct mail pieces will create incentive for consumers to begin shopping at Tomlinson’s.

Non-Traditional Media

Twitter- When utilizing Twitter, our advertising team thought it would be beneficial to gain local celebrities to endorse Tomlinson’s as a brand. Coach of the Pittsburgh Steelers Mike Tomlin and Pittsburgh Steelers wide receiver Antonio Brown both have a large

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Twitter following creating credibility towards Tomlinson’s brand. Mike Tomlin has 270,000 followers on Twitter and Antonio Brown has 680,000. We would pay these local celebrities to talk about Tomlinson’s and why they love the brand on their social media. Once someone people trust stands behind a brand others begin to believe that brand is superior and want to be a part of it. This is an effective way of using paid media to masquerade as earned media. Because the primary target is resistant to traditional media efforts, using a Twitter campaign is an effective way of reaching them in a way they trust and are receptive. Pittsburgh locals likely already follow these celebrities on Twitter so the endorsements on their timelines in a natural and organic way.

Instagram- We plan on doing the same concept we used with Twitter when using Instagram. We believe Pittsburgh Penguins player Kris Letang and his wife Catherine Laflamme would be great endorsers for Tomlinson’s. They both have a large Instagram following as well as being the target age range for millennials. Letang has 199 thousand Instagram followers and Laflamme has 20,500 followers. Laflamme is not only the wife of a professional hockey player, she also is co-owner of Alex et Estelle, an online children’s boutique.  Having these well-known endorsers of Tomlinson’s will drive sales and awareness of the newest location up exponentially.

Facebook- Facebook is a great way to advertise for both target audiences, but our main target is our secondary consumer, baby boomers, because they use Facebook to connect with family and friends. A great way to gain awareness of Tomlinson’s is to have a banner at the top of Facebook’s website.  This is a cost effective way to gain awareness causing users to remember the brand.

Snapchat- During the weekend of the grand opening of Tomlinson’s, we plan on creating a Snapchat filter for users. The filter will be just for the Pittsburgh area creating brand awareness. This is a great way to customize the experience and advertise for the company. The Snapchat filter will be unique to the opening store and is a great way for the company to track how many customers participated in the grand opening.

Local Business Affiliations- Local well-known restaurants are a great way to advertise for Tomlinson’s because it creates a sense of community. One business we believe to be beneficial would be Peace, Love, Little Donuts. This business is locally based and is around the downtown Pittsburgh area. During the upcoming weeks of the Tomlinson’s grand opening Peace, Love, Little Donuts would create a donut specific to Tomlinson’s whether it be the shape of a dog or simply sprinkles of the Tomlinson’s colors. This is a unique and interesting way to create awareness about the Tomlinson’s expansion.

Miscellaneous- Pittsburgh is a large city both in terms of area covered and population. Even with all the tactics we have suggested above, there is a chance that we still might not be able to reach everyone in our target audience. Therefore, we propose sponsoring and wrapping 10 commercial trucks with the Tomlinson’s brand and logo to drive around Pittsburgh in the weeks leading up to the grand opening of the store as a unique way to get the name to a greater audience that might not be listening to the radio or scrolling past ads on social media.  We believe truck wrapping on the Intrastate catches the attention of

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drives during their commute.  We would have a truck going both North and South on I-79.

Earned MediaAs well as paid media Tomlinson’s would benefit from earned media from social media and digital advertisements.  Facebook, Twitter, and Instagram are a great way to accomplish these goals.  Tomlinson’s can post on their social media sites telling consumers to ‘retweet’, ‘like’ or ‘favorite’ a post and they earn vouchers for free pet supplies or treats.  This creates incentive for consumers to interact with the brand because they want free merchandise and promotions.  Additional promotions will happen throughout the year to keep awareness up and customer interaction going even past the grand opening of the stores in Pittsburgh.

Reach/Frequency Objectives & Strategies

ObjectiveThe goal for the first 3 months of Tomlinson’s opening is to gain a reach of 85% and a frequency of 5 for our primary audience Millennials and our secondary audience Baby Boomers. During March, April and May we want to expose audiences as much as possible through various forms of advertisements. During the next 6 months of the campaign we expect a drop, but look to maintain a reach of 70% and a frequency of 2.5 for the primary and secondary audiences.

Rationale With the primary audience taking up approximately 35% of the greater Pittsburgh area, we believe that we can achieve a high reach and frequency through the various forms of advertisements we are using. During the first 3 months of the campaign we are using an abundance of non-traditional media to expose the downtown Pittsburgh area to Tomlinson’s. We believe achieving a high reach of 85% and a frequency of 5 is a realistic goal due to the crowded city area and the amount of advertisements we are using. We expect a drop in both numbers in the months after due to our media plan and the brand awareness we expect to create in the area. A reach of 70% and a frequency of 2.5 is our goal to maintain during the off months after the opening. Our media budget plan has times of heavy media use and times of lower use. This pulsing schedule should create a steady reach and frequency throughout the months of our campaign so we believe we can maintain these number goals even on average during the off months.

Ostrow Model

Market Factors

Established Brands -.2 -.1

0 +.1

+.2 New Brands

High Market Share -.2 -.1

0 +.1+.2 Low Market Share

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Dominant Brand in Market

-.2 -.1

0 +.1+.2 Smaller, less well-known brands

High Brand Loyalty -.2 -.1

0 +.1+.2 Low Brand Loyalty

Long Purchase Cycle -.2 -.1

0 +.1+.2 Short purchase cycle (high volume

segments)

Product used occasionally -.2 -.1

0 +.1+.2 Product used daily

Dominant Brand -.2-.1

0 +.1+.2 Needed to beat competition

Target other group -.2-.1

0 +.1

+.2 Advertising to older consumers, or children

Copy Factors that Affect Effective Frequency

Simple copy -.2 -.1 0 +.1 +.2 Complex copy

Copy more unusual than competition

-.2 -.1 0 +.1 +.2 Copy less unusual than competition

Continuing campaign -.2 -.1 0 +.1 +.2 New copy campaign

Product focused copy -.2 -.1 0 +.1 +.2 Image image copy

Single kind of message -.2 -.1 0 +.1 +.2 More different kinds of messages

High wear out -.2 -.1 0 +.1 +.2 Low wear out

Larger ad units -.2 -.1 0 +.1 +.2 Small ad unitsMedia Factors That Affect Effective Frequency

Lower ad clutter -.2 -.1 0 +.1 +.2 High ad clutter

Compatible editorial environment -.2 -.1 0 +.1 +.2 Incompatible environment

Attentiveness high -.2 -.1 0 +.1 +.2 Attentiveness low

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Continuous advertising -.2 -.1 0 +.1 +.2 Pulsed or flighted advertising

Few media used -.2 -.1 0 +.1 +.2 Many media used

Opportunities for media repetition -.2 -.1 0 +.1 +.2 Fewer opportunities

Media Budget Objectives and Strategies

Objective55.5 percent of the budget will be spent on non-traditional media, while the remaining 44.5 percent will be allocated to traditional media.

Strategy: Pulsing•Months of heavy advertising: February, March, April, and May, August, September.•Months of moderate advertising: January, June, July, October, November, December•Promotion Monthso Peace, Love, and Little Donuts: Marcho Sponsored Trucks: February and December (to create/continue Top of Mind Awareness of the Tomlinson’s brando Snapchat Filter: Grand opening of storeo Billboards: January and October (to create/continue Top of Mind awareness of the Tomlinson’s brand)

Budget Allocation

Traditional Media $ Amount % of Traditional Budget Spent

Cumulative %

Newspaper $1,385.79 2.6 1.2

Radio $30,000 56.18 25

Direct Marketing $701 1.31 .6

Magazine $14,640 27.42 12.2

Out-of-Home $5,000 9.36 4.17

Gross Total 51,726.79 96.87 43.17

Non-Traditional Media

$ Amount % of Non-Traditional Budget Spent

Cumulative %

Facebook $7,585.76 11.39 6.32

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Twitter $16,000 24.02 13.3

Instagram $3,750 5.63 3.13

Peace, Love, Little Donuts

$1,264 1.9 1.5

Truck Wrapping $18,200 27.33 15.2

Snapchat Filter $19,800 29.73 16.5

Gross Total $66,599.76 100 55.95

Traditional Media: $51,726.79Non-Traditional Media: $66,599.76Gross Total: $118,326.55

RationaleWe chose to use a pulsing strategy to successfully and methodically meet our campaign budget of $120,000. February, March, April, and May will have heavy advertising due to the store opening and we want to get Tomlinson’s brand awareness high for Pittsburgh consumers. June and July will have moderate to little advertising, in order to not oversaturate the market. Sponsored trucks will start driving around the Pittsburgh area two weeks before the store opens during periods of moderate traffic (10 a.m.- 3 p.m.) in order to create awareness of the Tomlinson’s brand and the store opening. Three days before the store opens, 30 second radio spots will air on Kiss FM during the afternoon rush hour (4 p.m. - 7 p.m.) to promote Tomlinson’s grand opening. One week before and after the grand opening of the store, the Pittsburgh Post-Gazette will run a full page ad every day in their paper as well as running six pictures on their website with a detailed description of Tomlinson’s. The Pittsburgh Post-Gazette will also run a full page ad about Tomlinson’s from August 27 through September 2 celebrating the 6 month anniversary of Tomlinson’s opening. $47,135.76 will be spent on social media throughout the year. We advise a consistent presence on Facebook to ensure that Tomlinson’s is on the minds of the people in Pittsburgh throughout the year. During the grand opening weekend of Tomlinson’s there will be a special Tomlinson’s filter on Snapchat that will cover the entire Pittsburgh area to let the people know that a new and trusted name in pet supplies has arrived. Mike Tomlin and Antonio Brown of the Pittsburgh Steelers will send out a series of tweets in the two weeks leading up to the grand opening promoting the store while Kris Letang of the Pittsburgh Penguins and his wife and business co-owner Catherine Laflamme will post pictures on their Instagram accounts promoting Tomlinson’s.

Scheduling and Timing

ObjectiveA pulsing schedule for Tomlinson’s Pet supplies will be used from March 11th, 2017 to

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December 31st, 2017. We want effective marketing and advertising strategies leading up to the grand opening of Tomlinson’s as well as in the following months. Our highest and most saturated advertising will be leading up to the grand opening as well as in April and May. Having unique advertising methods like truck wrapping and a business affiliation with Peace, Love, Little Donuts will create the highest reach during the first several months. It is important to keep consumers interested in the opening of Tomlinson’s because other pet stores already have a solid and esteemed reputation in the Pittsburgh area. Also, months during the holiday season will get a push in reach as an increase in consumers purchase pets and thus pets supplies for their friends and family members.

Strategy •Tomlinson’s highest reach will be during first three months of opening (85%)•Tomlinson’s opening day celebration will be marked on Snapchat with a Geofliter that spans 5 million square feet in the city of Pittsburgh•Tomlinson’s will have a mix of 15 to 30 second radio ads played during the morning commute and during rush hour •Tomlinson’s will have print and digital ads in the most prominent newspaper in Pittsburgh, Pittsburgh Post-Gazette •Magazine, and out of home media such as truck wrapping and billboards will be used within the time slots given

RationaleTomlinson’s needs to have a successful launch in order to keep Tomlinson’s a renowned pet store name in the Pittsburgh area. The opening of a store can make or break their reputation and the months following show a glimpse in the future regarding performance. Due to this, Tomlinson’s decided the highest reach will be the first several months after opening. To stay successful, Tomlinson’s needs to keep awareness high after the opening to gain a large customer base in Pittsburgh. Also since the opening is in springtime, weather will be a tremendous factor in turnouts to the store.

We based our advertising ideas off the fact that our primary target audience are Millennials aged 22 to 34 and secondary target audience are Baby Boomers aged 51 to 65. We believe a unique way to encourage Millennials to Tomlinson’s during the grand opening is through a Snapchat geofilter which will be available during the grand opening weekend.

We have a favorable mix of traditional and non-traditional media during our scheduling of advertisements. For our primary audience (Millennials) the best way to reach them would be through various social media promotions and ads through Twitter, Facebook, and Instagram. Especially in the Pittsburgh area, we believe Pittsburgh Penguins player Kris Letang and his wife and business co-owner Catherine Laflamme would be beneficial endorsers for Tomlinson’s. If/when they agreed to terms, they would roll out posts with the Tomlinson’s brand or products being sold at the store. This would be on a rolling basis with no time frame involved.

All traditional media such as magazines, newspapers, and out-of-home advertising will

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be more geared toward our secondary audience Baby Boomers. These media sources have plans running from six months to a year, and will be rolled out very densely in the opening three months to gain the most consumers possible, and will be more spread out as the months after come. Our plan is to keep Tomlinson’s at the top of the list in the Pittsburgh area when it comes to pet supplies and pet needs.

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