MARKETING CAMPAIGNS

Spotlight: Summer Camp - Trimester Campaign Planning

I was tasked with creating an omni-channel campaign concept for all marketing initiatives during the summer trimester. Summer Camp is a "wrapper" concept that uses cohesive visuals across campaigns for all service lines (boarding, veterinary, grooming, etc.) to promote brand recognition. I came up with Summer Camp to curb the guilt that customers feel when leaving their pet under someone's else's care. Summer Camp makes the customer feel like their pet will have fun while they are away, just like they did when they went to camp as a child. The visuals were inspired by a trend report stating vintage looks & nostalgia are very compelling when it comes to Millenial spending (our target audience). Customer touchpoints included paid and organic social, Google ads, email blasts, in-store flyers, and an interactive "earn your badges" postcard with an offer to promote cross-selling.