Fetching Success

How this Doggy Daycare and Boarding Business Used a Multi-Channel Marketing Strategy for a Successful Launch

Executive Summary

This case study highlights a comprehensive, multi-channel marketing strategy developed for a dog park in Everett, WA, to drive growth and visibility during its launch. Through a combination of strategic communications, website optimization, and data-driven digital advertising, we were able to create a cohesive marketing plan that attracted new business, engaged local communities, and maximized return on investment.

Key Strategy Elements and Results

Strategic Communications

  • Media outreach to newspapers

  • Creation of strategic partnerships

  • Social media strategy to increase community engagement

Results

  • Social media reach increased by 119%

  • Social media interactions increased by 187.3%

  • Increased social media reach by 118.9% and interactions by 187.3%.

Website Usability Optimization:

  • Conducted a page-by-page usability audit

  • Provided recommendations for improvement of overall page experience

Results

  • Addition of video

  • Button placement adjusted

  • Enhanced mobile experience

  • Updated accessibility features

PPC and Digital Advertising

Google Ads & Paid Search: Implemented targeted PPC campaigns, focusing on local keywords, resulting in significant traffic growth.

  • Increase in website traffic

  • Leads captured through ads focused on events

Social Media Ads: Developed an ad strategy that utilized storytelling and engagement

  • Reach increase: 118.9%

  • Engagement increase: 100%

Case Study: Strategic Communications

  • Media outreach to local contacts, including press and corporate partnerships.

  • Social media strategy focused on engaging local communities through video content and storytelling.

  • Increased social media reach by 118.9% and interactions by 187.3%.

Problem

A newly launched dog park in Everett, WA, needed a clear marketing strategy to attract customers, generate buzz, and secure partnerships. The owners lacked experience in media outreach, event promotion, and digital marketing.

Solution

I provided a strategic communications plan that included:

  • Media & Corporate Outreach: Guidance on identifying and connecting with media contacts and potential corporate partners.

  • Event Marketing: Best practices for promoting events to drive foot traffic and engagement.

  • Social Media Strategy: Recommended incorporating videos to showcase the park's features and posting in local Facebook groups to tap into community engagement.

Summary of Results

  • Featured in local newspaper, which resulted in an increase in bookings

  • Increased social media reach by 118.9%

  • Increased social media interactions 187.3%

Case Study: Website Usability Audit for a Dog Park Launch

Problem

A new dog park in Everett, WA, was preparing to launch its website but needed to ensure it was user-friendly, visually engaging, and accessible. The site lacked clear calls to action, had layout issues on mobile devices, and needed better accessibility features.

Solution

I conducted a page-by-page usability audit and provided actionable recommendations, including:

  • Adding Video: Enhancing engagement by incorporating video content to showcase park features.

  • Button Placement: Adjusting button locations to improve navigation and encourage bookings.

  • Mobile Optimization: Editing design elements for a seamless mobile experience.

  • Accessibility Updates: Ensuring color contrast, text readability, and screen reader compatibility for an inclusive user experience.

Results

Following these improvements, the website provided a more intuitive user experience, leading to increased engagement and a smoother customer journey. The dog park successfully launched with a more accessible, mobile-friendly, and visually appealing website that effectively converts visitors into customers.

Case Study: Google Ads Strategy and Social Media Advertising for Dog Park Launch

Problem

The dog park in Everett, WA, needed to increase website traffic and drive bookings. We focused on a combined approach of Google Ads, social media advertising, and organic search efforts to achieve this goal.

Solution

We implemented a digital marketing strategy that combined paid advertising, organic SEO, and social media strategies:

  • Google Ads Campaign targeting high-intent keywords

  • Social Media Ads for local brand engagement

  • SEO Optimization for organic reach

  • Social Media Organic Engagement to amplify user interactions

We found that these combined strategies increased web traffic and brought strong leads to the dog park, as well as increased engagement on social media.

Social Media Advertising Results

We executed 10 ads over the last 90 days, spending $322.16 in total. The advertising data highlights significant gains in views, reach, and engagement:

Monthly Breakdown of Key Metrics:

  • Views: Total of 37,375 views with an increase of 101.7% from previous periods.

  • Reach: Achieved 27,109 total reach, growing by 118.9%.

  • Post Engagements: 7,604 engagements, a 100% increase in engagement rates, showing strong interaction with the content

Advertising Data by Period:

  • In the first few weeks of the campaign, views and reach saw a slower build-up, with the first notable jump happening between Dec 28 – Dec 30, reaching 2,473 views and 3,540 in reach.

  • The most successful period was between Feb 26 – Feb 28, with 4,624 views and 4,130 reach, showcasing the effectiveness of optimized ad placement.

Google Ads Results (Paid Search Campaign Performance)

The Google Ads campaign significantly increased sessions and engagement, leading to an increase in web traffic and engaged sessions.

Low impact for quality leads:

We noted that it was not producing strong leads. Our social media advertising generated stronger, more relevant leads.

Some ads did better, however. For example an ad for a free event at the dog part generated multiple form submissions with email captures.

Recommendation:

  • Reduce spend budget for GoogleAds

  • Focus on organic social media and SEO

Combined Impact: Paid Search and Paid Socials

The overall Google Analytics data complemented the social media advertising efforts and Google Ads campaign:

  • Increased user acquisition

  • Increased web traffic

Improvement in User Acquisition

One metric of note is that the number of direct search and organic search acquisitions have increased since the month prior.

  • Organic social traffic increased from 131 users to 332 users

  • Organic search trafic remained consistent

  • Paid search traffic declined — Less seach engine spending brought less low quality site visitors.

Data: Last 30 days of traffic

Previous month data

Recommendation

  • Continue to focus on high quality leads with an emphasis on increasing organic traffic

  • Develop a solid SEO strategy to increase SEO traffic

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