Wildwood UnleashedIMC Plan

Teresa Rothaar

MBA 7602 – Fall I 2013

About Wildwood Unleashed

• Brand-new pet

hotel/boarding facility

in the Wildwoods

• Opens May 2014 –

season May - October

• Mainly dogs, but also

cats & birds

• Customers can drop

off pets or have them

picked up at their

hotel

Market Opportunity• Thriving pet industry

• Area hotels not pet-

friendly

• Big push by tourists and

year-round residents for

pet-friendliness

• Convenience

• Cost savings

• Peace of mind

Communications Vehicles• Marketing objective: media blast to build

awareness of new business

• Internet marketingo WildwoodUnleashed.com

o Search engine marketing & social media marketing

• Local cable TV commercials

• Press releases to newspapers & local media outlets

• Print advertisingo Magazines

o Tourist handouts

• Direct mail to hoteliers & private rental owners

• Presence at expos & events

Branding & Messaging

Magazine Print Ad V.1

Magazine Print Ad V.2

Small Print Ad

TV Commercial

Marketing Timeline

Marketing Budget

Marketing Budget (Cont’d)

The End