PROBLEM/SITUATION ANALYSIS

Petland, Inc. is a privately-held corporation based in Ohio that provides pet-

related products to customers at its 131 stores in the United States, as well as 61 stores
abroad. Since its creation in 1967, Petland has become a franchise and is expanding its
presence in both domestic and international markets. With a dedication to community
involvement, Petland sponsors several internally-managed community service programs
with a focus on reducing pet overpopulation and supporting various children’s charities.

In recent years, Petland has developed a mixed-relationship with the media

because of alleged associations with puppy mills, which resulted in public protests. In
the last five years, there have been more than 150 media impressions associating
Petland with puppy mills, including stories in major media outlets such as CNN.
Although Petland was never legally condemned, the negative coverage still affected
Petland’s reputation.

In keeping consistent with the organization’s values, Petland saw an opportunity

to both improve its corporate reputation and give back to communities in the United
States by partnering with Guide Dogs of America (GDA). The development of the Paws
for a Cause campaign would provide GDA with financial support and reaffirm Petland’s
integrity and commitment to service in the public eye.

GDA was founded in 1948 by Joseph Jones, a visually impaired 57 year-old-

man, after he was unable to acquire a guide dog from several other organizations
because of his age. He turned to the International Association of Machinists and
Aerospace Workers Union (IAMAW) for assistance in getting a guide dog. IAMAW’s
response extended beyond Jones’ initial request and helped him found one of the first
guide dog shools without an upper age limit, GDA. Located in Sylmar, California, GDA is
a non-profit charitable school that has aided more than 2,500 blind or visually impaired
individuals since its establishment.

GDA is certified by the California State Guide Dog Board and is a member of the
U.S. Council of Guide Dog Schools and the International Federation of Guide Dog
Schools. However, the school does not receive any State or Federal money and relies
solely upon voluntary contributions. GDA is able to provide guide dogs to its clients for
free but consequently incurs a cost of $38,000 per dog, which includes training the dog
and providing instruction for the guide dog user. While IAMAW continues to offer
support for the program, it is not able to meet GDA’s demand on its own.

GDA holds numerous annual fundraisers to fund its services, including

motorcycle events, charity golf tournaments, charity banquets, and public open houses
on the school’s campus. Donors are also able to make contributions online and also
through partnerships with Amazon and GoodSearch.

Petland will need assistance in its public relations efforts to launch and ensure
the success of the Paws for a Cause campaign. We must maximize efforts to publicize

CSR Plan by Bicknell, Hensel, and Shuki

the newly formed partnership to ultimately generate donations for GDA and to improve
Petland’s corporate reputation.

GOAL STATEMENT
For Petland, Inc. to be increasing its positive reputation by partnering with Guide Dogs
of America through the Paws for a Cause campaign.

TARGET AUDIENCES
• Petland Customers: Domestically, Petland currently has at least one store
location in 31 states. With its headquarters located in Ohio, Petland first
established stores in Ohio, Kentucky and West Virginia. Most of Petland’s store
locations are based in the Midwest. Petland’s current customer base is one of the
main focuses of the Paws for a Cause campaign because they are most likely to
financially contribute to the campaign through the purchase of select products
which benefit GDA and the in-store and online donation program. As part of the
62 percent of Americans who are pet owners, customers are also most likely to
be interested in pet-related causes.
Therefore, because of their personal connection to the cause and their
familiarity with and support of the Petland brand, customers are the most likely
audience to support the campaign. They will be concerned with the types of
products available for purchase to support the campaign and the details of the
partnership, such as where the donated money will be directed within GDA. We
will need their support to make the campaign feasible, as most of our
contributions to GDA will be made through sales of select products and in-store
donations.

• Public: In the 20 largest cities where a Petland store is located which includes
Chicago, Dallas and San Antonio, there is a combined population of 13.08 million
individuals. Therefore, Petland has the opportunity to reach at least 13.08
individuals with its campaign plan in its largest markets.
The public is an important audience because they will be the main target
of the online donation program, which will allow individuals to contribute to the
Paws for a Cause campaign without purchasing products. Although individuals
may not be existing Petland customers, they have likely been exposed to the
company’s national advertising campaigns and are aware of the brand. We hope
to capture the attention of several smaller publics within the general public, such
as the portion of the population who are interested in animal-related charities,
those connected to individuals who are blind or visually impaired and those who
regularly donate to charities. Though we will not tailor campaign messages to
these populations specifically, we recognize they will have a greater interest in
our campaign and thus will be more motivated to participate. Approximately 75
percent of American households donate to charity each year and on average
donate $1,800 per household. We will need to tap in to this public, as well as the

CSR Plan by Bicknell, Hensel, and Shuki

 other smaller publics which we identified, to increase the success of the
campaign.

• Media: In Petland’s 20 largest markets, the

Petland currently has a stable relationship with the media and was ranked
as the number one pet product franchise by the media in Entrepreneur’s
Magazine 29th Annual Franchise 500® in 2008. However, as with any large
organization, there has been negative press about Petland over the past several
years concerning their alleged involvement with puppy mills. Because the Paws
for a Cause campaign will be communicated on a national level, having the
support of the media is vital to the success of the campaign. Therefore, it is
crucial we maintain a transparent and open relationship with the media to garner
positive press coverage about the campaign and specific events that will be held
to support it. The best way to communicate with the public is through the media,
so having a good working relationship with national press outlets and local media
will gain the public’s support and participation in the campaign.

OBJECTIVE #1: (Customers)

To encourage Petland customers to make monetary donations or purchase products,
both in the Petland stores and on the Petland Web site, that would directly benefit the
Paws for a Cause campaign.

Brand Creation Strategy: The objective will be accomplished through the

creation of a tailored product line supporting GDA. The product line will include
items most frequently purchased by Petland customers and will feature the
Petland and GDA logos on the merchandise. Half of the proceeds generated
from sales will be donated to GDA.

Tactics:
• Petland’s marketing team will design and manufacture original merchandise,
including leashes, collars, chew toys and food and water dishes, for a tailored
product line that will generate dividends to support the Paws for a Cause
campaign. A portion of the sales generated by the purchase of these products
will be donated to GDA.
• Petland’s marketing team will create exclusive packaging for these products
that will indicate to customers which products are part of the Paws for a
Cause campaign.

Sales and Marketing Strategy: The objective will be accomplished though

communication campaigns that will engage customers while they shop at
Petland.

Tactics:

CSR Plan by Bicknell, Hensel, and Shuki

 • Petland’s marketing team will publicize the new product line to customers
through in-store advertising displays that will educate customers about the
Paws for a Cause campaign and GDA.
• Petland’s marketing team will create an in-store donation program. The
program will recognize customers’ contributions to the campaign by
displaying a paw-shaped certificate with their name on it in the store.
• Petland’s marketing team will promote both the in-store donation program and
the online donation program by creating informational posters to be displayed
in the stores that indicate donation locations and instructions for donating to
the cause.
• Petland’s Webmaster will feature photographs of the GDA products on
Petland’s main Web page in the hopes of directing traffic to the Paws for a
Cause page.
• Petland’s Webmaster will create a GDA product page that features all the
items in the line allowing for purchase and making it easier for customers to
see what GDA products are available.

OBJECTIVE #2: (Public)

To communicate to the public about the Paws for a Cause campaign, the newly formed
partnership with GDA, and the initiatives Petland will sponsor to support the
organization, as well as ways in which individuals can contribute to the cause.

Literature Campaign Strategy: This objective will be accomplished by creating

various collateral materials that will be provided to the public and will inform them
about the campaign and how they can contribute.

Tactics:
• Petland’s Webmaster will create a Web page on Petland’s main Web site to
educate the public about the Paws for a Cause campaign and allow visitors to
the site to donate to the cause. This page will include videos, photos and
testimonials relating to GDA.
• Petland’s marketing team will create a one-page color newspaper insert that
will be included in the Sunday paper of local newspapers in major domestic
cities where a Petland store is located. This insert will explain the Paws for a
Cause campaign and direct readers to the online donation Web page. This
insert will also include a tear-off coupon for 15% off any merchandise in the
GDA product line featured in Petland stores.
• Petland’s marketing team will create a large color poster advertising the Paws
for a Cause campaign. This poster will be sent to veterinarian offices in major
domestic cities where a Petland is located for display in their lobbies. This
poster will also be displayed in several major shopping malls across the
country.
• Petland’s marketing team will design a billboard that will be placed in the 20
largest domestic cities where a Petland is located. The billboards will be
located within 10 miles of the Petland store in that area. The billboard will

CSR Plan by Bicknell, Hensel, and Shuki

 contain a statement urging consumers to support GDA by shopping at
Petland.
• Petland’s webmaster and public relations team will collaborate to create a
Facebook fan page for the Paws for a Cause campaign. Visitors to the Web
site will have access to information about the campaign and a link to donate.
A link to this Facebook page will be featured on the Petland Web site.

Interpersonal Communications Strategy: This objective will be accomplished

by hosting or attending events that place Petland and the campaign in the public
eye so that members of the public may ask questions about the partnership and
speak directly with Petland representatives.

Tactics:
• Petland’s subsidiaries will be encouraged to hold a “Walk with Your Dog” 5K.
All the proceeds of the event generated by registration fees and donations will
benefit the campaign. This event will also allow the public to see that Petland
is active in the community. Attendees will be educated about the Paws for a
Cause campaign and be able to ask speak with Petland representatives
present at the event. There will also be a large Petland booth with GDA
merchandise available for sale at each event.
• Petland will encourage each store to seek out dog shows in their specific area
in the hopes of sponsoring a booth at the event. The Petland booth would
provide collateral material about the Paws for a Cause campaign. There will
be a donation box at the booth as well for participants to make contributions
to the campaign and GDA merchandise will be available for sale.

OBJECTIVE #3: (Media)

To inform the media about the Paws for a Cause campaign and the benefits the
partnership is providing GDA, as well as keeping the media current about initiatives and
events that support the partnership, and to maintain a transparent working relationship
with national and local media outlets.

Informational Strategy: We will provide the media with information about GDA
to increase general knowledge about the organization, how its program operates
and its need for financial assistance. We will also provide information about
Petland and its dedication to community service so the media will better
understand its position.

Tactics:
• Petland’s public relations team will create a one-page background information
sheet that will be given to the media about GDA, its mission, its current
funding methods and how it assists the visually impaired.
• Petland’s public relations team will create a one-page fact sheet that will be
distributed to the media detailing the costs associated with providing a guide

CSR Plan by Bicknell, Hensel, and Shuki

 dog to an individual, how this cause fits with Petland’s commitment to service,
and the breakdown of where the donated funds will go within GDA.
• Petland’s public relations team will create a social media news release that
will be sent to national media outlets providing background information about
the Paws for a Cause campaign and a link to an informational video provided
by GDA about the program.

Media Relations Strategy: We will provide statements and multimedia materials

to the media for immediate release about the Paws for a Cause campaign and
the program’s initiatives to help convey to the public the benefits Petland will be
providing GDA and the ways which the public can participate. We will hold a
national press conference at Petland’s headquarters in Chillicothe, Ohio to debut
the partnership. We will also provide up-to-date information to local media outlets
regarding regional events sponsored by Petland to support the campaign.

Tactics:
• Petland’s public relations team will create a committee consisting of a national
spokesperson and several regional spokespersons to facilitate open
communication with media outlets. The national spokesperson will be the
contact for national media outlets. He/she will also oversee the regional
spokespersons and be responsible for ensuring consistent messages are
being disseminated to the media at all levels. The regional spokespersons will
be the sole contact for local media outlets in areas where Petland stores are
located. They will be responsible for communicating the campaign’s main
messages, publicizing campaign events sponsored by individual Petland
stores in their region, and maintaining more personal contact with local media
outlets to develop a trusting relationship.
• Petland’s public relations team will compose a media statement outlining the
Paws for a Cause campaign, the program’s goals, and the various ways that
the public can donate to the campaign will be prepared and released.
• Petland’s public relations team will hold a press conference to be held at the
start of the campaign to introduce the media to the Paws for a Cause
campaign. Representatives from GDA will be at the event with several service
dogs to further expand on the organization’s operations and allow journalists
the opportunity to interact with the service dogs. Informational materials
detailing the organization’s financial need will be provided.
• Petland’s marketing team will create a video news release (VNR) to be aired
on the ABC, CBS, NBC and WB television networks. The VNR will include
footage from both a Petland store and a GDA dog training facility. The VNR
will advertise the GDA product line available in Petland stores as well as
educate the public about ways they can donate to the cause.
• Petland’s public relations team will prepare and release media statements
reporting the campaign’s monetary progress and individual GDA “success
stories.” The success stories will feature an individual who received a service
dog as a result of the Paws for a Cause campaign.

CSR Plan by Bicknell, Hensel, and Shuki

 • Petland’s public relations team will send thank-you notes to media outlets
after specific, predetermined monetary benchmarks of the campaign have
been met. These notes will thank the media for their positive coverage and
will advise them to be on the lookout for future news about the progress of the
campaign.

EVALUATION

Objective #1: (Customers) To encourage Petland customers to make monetary

donations or purchase products, both in the Petland stores and on the Petland Web
site, that would directly benefit the Paws for a Cause campaign.
Assessment: The customer objective will be evaluated by measuring the number of
campaign products purchased in stores and online and the level of participation in the
donation programs. The objective will also be appraised by the amount of money
generated through donations and purchases. To further evaluate the campaign and
gather feedback, we are creating specific monetary benchmarks for the donation
programs and sales, both for the individual franchises as well as the corporation as a
whole, so we can adjust and/or modify our plan’s efforts and tactics throughout
campaign.

Objective #2: (Public) To communicate to the public about the Paws for a Cause
campaign, the newly formed partnership with GDA, and the initiatives Petland will
sponsor to support the organization, as well as ways in which individuals can contribute
to the cause.
Assessment: This objective will be assessed by the public’s response to our
campaign’s marketing efforts. This will be determined by reviewing the public’s
feedback and the campaign’s sales figures. Evaluating the public’s feedback will be
based on a brief survey implemented at the time of donation (both online and in stores)
asking the donor how they heard about our campaign. We will also measure the
effectiveness of the campaign based on the number of coupons redeemed, amount of
sales generated, percentage of increase in traffic to the website, and level of attendance
at campaign events.

Objective #3: (Media) To inform the media about the Paws for a Cause campaign and
the benefits the partnership is providing GDA, as well as keeping the media current
about initiatives and events that support the partnership, and to maintain a transparent
working relationship with national and local media outlets.
Assessment: We will assess the success of this objective by gauging the ability for
Petland to establish and maintain a transparent and working relationship with the media.
We will monitor the amount of news coverage the campaign receives and the angle of
the coverage. By evaluating the nature of the coverage, specifically whether the media
portrayed the efforts of Petland in a positive light and highlighted the success of the
campaign, we will be able to gauge the extent to which the media trusts Petland and its
campaign.

CSR Plan by Bicknell, Hensel, and Shuki

TIMELINE

February 15, 2010

The Petland Marketing team will begin to cast for the commercial and poster. This will
include finding members of GDA that would be willing to be photographed and finding a
Petland store that suits filming needs.

February 16, 2010

The Petland marketing team will design the leash, collar, chew toy and dishes that will
be sold as well as any packaging needs.

February 17, 2010

Orders of these materials will be placed.

February 22, 2010

Commercial locations and cast will be finalized.

March 1, 2010
The commercial and poster will be shot/ filmed.
The spokesperson committee will be formed.

March 3, 2010
The poster will be designed and orders placed.
The Paws for a Cause cut-outs and feedback surveys will be designed and ordered.

March 4, 2010
The mailing insert will be designed and orders placed.
The commercial will be edited and finalized.

March 8, 2010
The Petland Webmaster will create the Web site page and online donation system.
The backgrounders will be written.
The media statement will be created.

March 15, 2010

The products will be placed in stores.
Paws for a Cause will begin in-stores.
In-store displays will be placed in stores.

March 21, 2010

Media conference will be held.
Social media release will be sent out.
The commercials will begin airing.
Posters will be sent to shopping centers and veterinarians offices.

CSR Plan by Bicknell, Hensel, and Shuki

March 23, 2010
Stores asked to begin attending local pet shows and events.

April 5, 2010
Participating stores will begin 5K with your dog sign-ups.

April 12, 2010

The billboards will be placed on display.
The mailers will go out in newspapers.

April 21, 2010

One month mark, releases sent to media to highlight partnership and success.

May 3, 2010
Media alerted of 5K walk taking place.

May 8, 2010
5K walk with your dog in participating cities.

May 21, 2010

Two month mark, releases sent to media with current statistics.

June 21, 2010

Three month mark: GDA success story sought out and sent to media.

July 21, 2010

Continued success stories and monetary milestones sent out to media.
Thank You notes sent to media.
ESTIMATED BUDGET

Expenses

Brand merchandise $1.45 million

• Collars – (100,000 at $3/collar) - $300,000
• Leashes – (100,000 at $5/collar) - $500,000
• Dishes – (50,000 at $10/dish) - $500,000
• Toys – (50,000 at $3/toy) - $150,000

Packaging (1.4 million tags for merchandise) $15,000.00

Paper paws for donor recognition (500,000) $8,682.00

Webmaster Fees $1,000.00

Newspaper insters/mailings/coupons $227,400.00

(in 20 newspapers with ~300K circulation)

CSR Plan by Bicknell, Hensel, and Shuki

Color poster ([9,000] 25x39 glossy posters in vet offices/shopping malls) $6,601.50

Billboards (in 20 largest cities for one month ) $50,000.00

Commercials on 4 major networks ($200K/network) $800,000.00

5K (~$2,500 per race; one race in 20 largest cities) $50,000.00

Sponsorship of local dog shows $250,000.00

Quarter sheet surveys (1 million) $8,682.00

Thank You Notes: $100.00

.

TOTAL:
$2,867,456.00

Works Cited

Petland, Inc. Web site. www.petland.com

ABC News, 20/20. http://abcnews.go.com/2020/story?id=2682730&page=1

Guide Dogs of America Web site. http://www.guidedogsofamerica.org/

CSR Plan by Bicknell, Hensel, and Shuki