Case Study: Elevating GoDog’s Brand with Strategic Creative Solutions

Background: In collaboration with L5 Capital Development Firm, GoDog embarked on a significant transformation to solidify its position in the pet care industry. Originally a small start-up with a proven model, GoDog’s acquisition aimed to accelerate its growth with plans to expand to 150 new locations over the next four years. I was contracted to design and execute a comprehensive marketing and creative growth strategy to support this ambitious expansion.

Role and Approach: Working closely with GoDog’s founder and the newly appointed CEO, I played a pivotal role in integrating the brand's legacy with innovative strategies to support enterprise-level scaling. My approach involved a strategic focus on creative messaging across all stages of the customer funnel—top, middle, and bottom.

Phase 1: Research and Strategy Development

• Customer Persona Analysis: Conducted an in-depth analysis of customer personas and market data to understand target audiences and their needs.
• Messaging Framework: Developed a robust messaging strategy framework tailored to each stage of the customer funnel. This framework guided the creation of targeted campaigns that addressed audience needs and drove engagement.

Phase 2: Creative Execution and Go-to-Market Planning

• Campaign Concepts: Designed over 15 innovative ad concepts aligned with the messaging strategy. These concepts were crafted to be scalable, allowing GoDog to replicate successful messaging as new stores opened.
• Content Map and Timeline: Created a strategic content map and implementation timeline to streamline the rollout of campaigns, ensuring consistent and effective communication of GoDog’s unique selling points.

Outcome: The strategic initiatives led to the successful launch of a series of creative campaigns that resonated deeply with GoDog’s target audience. The messaging strategy framework provided a clear and cohesive communication plan across various marketing channels, driving significant brand engagement and customer acquisition. The toolkit and Go-to-Market Plan facilitated smooth and consistent messaging for future store openings, positioning GoDog for substantial enterprise growth.

Impact: The success of this project underscores the effectiveness of data-driven marketing and customer-centric strategies. By developing scalable creative concepts and a comprehensive messaging framework, GoDog is now well-equipped to achieve its growth objectives and establish itself as a leading player in the pet care industry.

Deliverables: Phase 1: Foundation and Strategy Customer Personas: Detailed profiles and insights into target audiences to guide personalized marketing efforts. Message Maps: Structured messaging frameworks to ensure clear, consistent communication across all customer touchpoints. Brand Positioning and Narrative: Defined the unique value proposition and crafted a compelling brand story to differentiate GoDog in the market.

Franchise Development Microsite: Developed a specialized microsite to support franchise development, showcasing GoDog’s brand and opportunity to potential franchisees.

Phase 2: Execution and Expansion Go-to-Market Plan for New Store Openings: Comprehensive plan outlining strategies for successful store launches, including targeted marketing and local engagement tactics.

Evergreen Campaigns: Created a series of ongoing campaigns designed to maintain brand visibility and drive continuous customer engagement.

Brand Promise Workshop + Working Draft: Conducted a workshop to refine and document GoDog’s brand promise, ensuring alignment with the company’s goals and vision.