House Collars
Final Report
Outline
1. Overview
2. Timeline
3. Research
4. Creative Strategy
5. Tactics
6. Examples
7. Findings and Recommendations
8. Key Results
Overview
- Company name: House Collars
- Service offered: routine pet services, pet product delivery, pet parenting
education
- Industry: In-home/ mobile pet care
- Founded: 2017, by Wendy Evans and Kaitlin McDaniel, in Columbia, MO
- Company website: https://www.housecollars.vet/
Timeline
Research Start Campaign
- First Meeting - Pre-campaign Report
- Situation Analysis
Feb. 21 March 31
Feb. 6 March 18
Creative Strategy and Tactics End Campaign
- Second Meeting - Post-campaign Report
SWOT Analysis - Internal
Strengths Weaknesses
Niche market - low competition Low brand awareness
Easily expandable (number of employees - Low business experience - rely on
recruiting at MU vet school) resources
Very knowledgeable and passionate Pricing - negotiating/ inconsistent
founders (vet students)
Strong resources (University of Missouri - Low media appearance - website, no social
donations, professors, expertise) media accounts, still undecided on logo
SWOT Analysis - External
Opportunities Threats
Easy to expand locally - Cofounder Evans Low awareness about the industry
will move to Tennessee this summer
Pet ownership has been increasing Low barriers to entry
→ increasing customer base
Other states have less restricted laws Legal issues in Missouri - caution in
advertising
4 C’s - Company, Category and Competition
Company Category Competition
- Intermediary between pet - In-home vet services - “Rover” (dog sitting) - comes
owners and trained - Pet care up first on Google search for
assistants - Pet assistance “pet care”
- “Homage back to the origins - Mobile veterinary - “Right at Home Veterinary
of veterinary medicine when technicians Care” - more established,
everything was a house call.” similar service
- Cofounder McDaniel - Vets and pet clinics - more
- Have conducted surveys to common
understand clients/ clients’
needs
4 C’s - Customer
Psychographic Demographic Specific Geographic
Pet owners who see pets as 68 % of all households in Southwest in Columbia
part of the family the U.S. own a pet
Pet owners who feel Mostly dog and cat owners Upscale older families,
uncomfortable with certain - 86 % of all pet owners in upscale older families
practices the U.S. without kids
Pet lovers Middle- upper class income Wealthy middle-age families
Pet owners who are willing Generation Y and Baby On Prizm:
to pay the necessary Boomers make up highest “Country Squires”,
amount of money percentage of pet owners “Cruisin’ to Retirement” and
“Middleburg Managers”
Creative Strategy - Emotional Appeal
→ Overall goal: Increase brand awareness - Drive clicks to website
Owner wants to save a Family-oriented
family member at all cost
Caring, loving
Relationship
Safety
Tactics - Display Ads
→ To increase awareness/ impressions - people
who do not know House Collars or the in-home/
mobile pet care industry
- Emphasize family - emotions
- Happy dog owners
- House in the background - relates to the brand
name
- Diverse audience - display diverse families
(especially age)
Tactics - Search Ads
→ To increase clicks to the website - people who look for pet care
- Emphasize the word “care”, “family” and “love”
- Possible Slogans:
- “Your pet is our priority.”
- “Pets are family. Give them the love they deserve.”
- Use the free consultation as a selling strategy
- Keywords: pet care, in-home pet care, vet assistance, mobile pet care,
mobile veterinary technicians, vet techs, mobile vet tech
- Tie the ad to 15 miles radius around Columbia
Display Ads Examples
Display Ads Examples
Search Ads Examples
Findings and Recommendations: Audience
● Over half of the people who clicked on the ads were
female
● Most of the people who clicked on the ads were
25 years and older
● Most likely due to income
● Is this our target market?
Age-wise - Yes!
→ make ads more appealing to men
Findings and Recommendations: Devices
● Clicks were mostly made on mobile devices and tablets
● The website has the most users Tuesday through Friday, in the morning
→ build a more mobile-friendly website
→ could have ads set up on AdWords more
towards the beginning of the day
Findings and Recommendations: Display or
Search Ads
● Search ads provide highest CTR (1.4 %)
● Display ads have more impressions
(relatively significant difference between
1st and 2nd display campaign)
● Display campaign 2 had less impressions
but better CTR
→ Could add keywords in the URL of
the ad (e.g. www.housecollars.vet/petcare)
Findings and Recommendations: Keywords
Display Keywords with CTR Search Keywords as percentage of CTR
● “Pet care” was the only keyword ● “In-home pet care” is most
which drove clicks to the website efficient keyword
● Does this keyword
really describe the business? → Could set budget higher for this
● Could lead to low CTR and high bounce rate if not specific one
→ House Collars is an in-home pet service - adjust keywords
Findings and Recommendations: Costs
• Total cost: $244.46 (March 20 - March 31)
Key Results
• Search ads are more effective when trying to drive traffic to the website
• Although search ads have shown to have a higher click through rate, the cost per click is
higher
→ if clicks are the main goal, the budget must be higher
• Display ads are more effective when trying to increase awareness
• Higher number of impressions but the click through rate is lower
→ if impressions/ awareness is the main goal, the budget can be lower
• A call-to-action could be an effective option - Emphasize phone number on
website
• It would be helpful to have more diverse pictures (age groups)
Thank You!
