Advertising for the Delightful Dish

The introduction of the Delightful Dish will begin August 20^th in preparation for the National Dog Day events the following week. Beneful and PuppiLove have teamed up with R/GA, the Agency for the Digital Age®.

 Mobile Campaign

R/GA will be creating and implementing an SMS mobile advertising campaign to help spread the word and direct consumers to the PuppiLove website where the Delightful Dish will be available. This SMS campaign will be very similar to the Campaign used for the All for One leash, with one major advantage. R/GA will be sending out the new message to those who opted in for the PuppiLove campaign, as well as the customer list Beneful® also has. In addition to the initial message and direction to the company websites, PuppiLove & Beneful®, consumers will also have the option to add a newly developed mobile application, Puppi Play. Puppi Play works with Google Maps and allows pet owners to locate friendly dog walking parks or areas near them, rate the areas and read other user reviews of the areas.

The marketing teams at PuppiLove and Beneful® have agreed to invest in an all service package that allows 3 key words, healthy, walking and treats, and 5000 messages to be sent. The SMS campaign will run from August 20^th to September 20^th for the monthly fee of $299.00. This is in addition to the cost of designing the message or ad that will be used constantly with all the digital advertising, which will approximately cost $45,000. The application being developed for our joint customers will average $7,000, which does not future maintenance or updates of the application. The development process will begin immediately to assure the time frame for launch is met.

Internet Campaign

PuppiLove has invested in DoubleClick developed by Google to find the best websites to purchase ads on and reach the shared target market for the Delightful Dish and Baked Delights™. With the help of R/GA an interactive banner ad has been developed for placement on the top 30 sites, as well as the PuppiLove & Beneful® websites and social network pages. These ads will also appear on Google through the use of AdWords. The ad will feature a puppy waggling their tail and instruct views to “toss” a Baked Delight™ from the Delightful Dish to the puppy. When the puppy catches the tasty and healthy treat, a new window will open up to PuppiLove’s website page highlighting the product, the discount savings and usefulness of the dish.

The banner ad agreed upon will be 468x60. The one time design cost is projected at $380.00 and is combatable with Adobe Flash, HTML or a combination of both. To allow for development and testing, which can be available within two weeks, the team has chosen to wait until June to begin this process. This will allow for every aspect of the ad to be perfect before the launch on August 20^th.  The cost of each ad for the 30 websites will be dependent on the click-through. These ads will run until December 31^st or for a total of just over five months. At an average cost of $1.50 per 1000 views, $7,500 has been budgeted for the purchase of ads.