As British Colombia-based Bosley’s Pet Food Plus looks towards further expansion in Western Canada the pet specialty store recently launched a new multi-faceted rebranding campaign in support of its new store expansion. The project started back in 2011 with new store openings, numbering twenty over the course of 2011 – 2012 with three renovations, are all part of Bosley’s rebranding program.
“Bosley’s has more than 30 years of pet business experience in BC and has been recognised for excellence in customer service, as well as the best pet store supply by the general public in numerous community newspapers,” said Chanelle Dupre, Director of Marketing and Communications, Bosley’s Pet Food Plus. “We intend to leverage that reputation through an aggressive expansion of store outlets supported by a sweeping media presence and continued community involvement,” she explained.
Components of the campaign include: brand awareness, sales strategy, community involvement, customer retention programs and acquisition activities. Media buys include spots on Global TV and local radio stations, print in local community newspapers, social media activities including Facebook and Twitter, e-marketing, in-store promotions and activities. Public relations include national media relations, sponsorship, product placement, speaking engagements, and special events. Creative is done in-house, with media placed through TMA Marketing and public relations handled by The Siren Group Inc. of Toronto.
Details of the marketing campaign include radio and print advertising in support of new store openings, television and print sponsorship of pet-related features, such as Global TV’s Pet Tricks to retain top of mind awareness, and a monthly flyer campaign. The monthly flyer program features over 40 products on sale over a two week period each month with distribution throughout BC. Community involvement will include cross promotions with pet services professionals, sponsorship of pet-related events, and partnership with local animal shelters and the B.C. SPCA, including their annual drive, Paws for a Cause Walk. The retention initiative, The Very Important Pet Program (VIP) rewards customers with a free bag of pet food for every ten purchased and bi-annual offers from partner businesses. The customer acquisition utilises a platform that integrates Bosley’s Facebook account with their flyer program and features new products and events. A monthly newsletter will be distributed via their website and e-marketing, and will feature pet related articles, tips and advice on pet parenting. A printable, monthly e-blast that aligns with the monthly flyer will alert customers of special offers and special chain-wide in-store events such as Pet Appreciation month, Hug Your Dog Day and Cancer Awareness.