VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The [Organization Name] brand will focus on the organization’s unique value proposition:
- Passion for rescuing animals from euthanization
- Dedication to finding homes for each pet in our shelter
- Skilled team of animal care professionals
- High-end shelter with all the amenities a pet could need
- Friendly and knowledgeable staff
Promotions Strategy
[Organization Name] expects its target market to be residents living within a ten-mile radius of its location. The following are [Organization Name]’s promotions strategy to reach these individuals:
Website/SEO
[Organization Name] will develop a professional website that displays images of the shelter, photos of the pets that currently reside there, and a list of our services. It will also invest in SEO so that the organization’s website will appear at the top of search engine results.
Social Media
[Founder’s Name] will create the organization’s social media accounts and invest in ads on all social media platforms. The organization will use targeted marketing to appeal to our target demographics.
Direct Mail
[Organization Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will offer discounts and/or provide other inducements for people to visit our shelter.
Local Publications
[Organization Name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Advertisements will also run to maintain exposure to relevant markets. Community newspapers and similar channels will be a major promotion effort.
Ongoing Customer Communications
[Organization Name] will maintain a website and publish a monthly email newsletter to inform potential adopters about shelter updates and our current residents.
Publication Materials/Noticeboards
Posters and flyers will be posted on public notice boards. To target a more specific audience, [Organization Name] will also contact companies for permission to hand out flyers in their vicinity. These companies may include veterinarian offices and pet stores.
Pricing Strategy
[Organization Name] will price its adoption fees moderately to ensure adopters can afford to take home a wonderful pet. Adoption fees will be calculated by local averages and our organization’s operating costs.
