Camp Bow Wow - Marketing Department of the Year

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Camp Bow Wow Broomfield, CO
Entry Submitted By: 5W PR
Company Description: In 15 years, Camp Bow Wow, the premier pet care franchise, has grown to include over 130 open locations across North America, with more than 30 in the process of opening, becoming a $93 million brand. The Camp concept provides the highest levels of fun, safety and service for its Campers, and peace of mind for their parents.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year

Nomination Title: Camp Bow Wow Marketing Department

Tell the story about what this nominated organization/department has achieved since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

The four person marketing department at Camp Bow Wow, the premier $100+ million pet care company with over 135 Camps and 40+ in the pipeline, may be small but is able to successfully accomplish the goals of a group much larger in size. From executing a full scale rebrand to implementing multiple new campaigns and marketing tactics, the team manages all efforts internally so as to preserve brand authenticity and garner high quality results.

Most notably, the department led the nation’s largest pet care franchise through a complete rebrand for the first time since the company’s inception. The marketing team managed research, tested design concepts and finalized a whole new look and feel for the pet-focused brand. This modernization included new corporate and individual franchisee websites as well as the relaunch of the Bow Wow Buddies Foundation’s website, the brand’s nonprofit which provides medical grants for dogs in need. The team revamped the sites’ front and back ends, made them mobile-optimized/fully responsive, updated branding and design esthetics and uploaded an abundance of new content.

As a result of Camp Bow Wow undergoing a highly-intuitive website redesign, its new site led to a 34% increase in total website sessions and 60% increase in mobile sessions. Furthermore, it also earned Camp Bow Wow a Gold Stevie® Award in the Website category.

The new email platform launched by the marketing department to support the rebrand provided new capabilities of automated campaigns tied to the company’s POS system. The team also launched the platform with more than 10 different automated campaigns to effortlessly drive real business results for franchisees, resulting in an impressive 52% open rate. In addition, 35 unique emails were created and distributed to franchise owners to help promote various services and events. By year end, more than 80% of franchisees were actively sending out emails on the new platform.

The Bow Wow Buddies Foundation’s website relaunched in order to drive donations and generate grant applicants. To further help the Foundation, the marketing team also created the “I Lent a Paw” tags as an ongoing fundraising activity and launched a relationship with Help 4 Pets (Emergency Tag) to provide free one-year pet emergency service memberships to clients. As a result of the new website and marketing tactics, the Foundation raised over $150,000 and helped more than 60 dogs.

In 2016, the marketing team completed over 170 creative projects, a 38% increase from the prior year. High-level projects consisted of the first ever comprehensive brand guidebook and in less than a week, produced new operations and training materials for the entire network of franchisees. The team also completed phase two of the company’s branding evolution that focused heavily on new collateral development, which comprised of new promotional items, event materials and more. All of these materials were crucial in support of local and national marketing efforts.

Furthermore, the team executed multiple new campaigns and marketing tactics to drive continued results. They created ads for top-tier national publications and produced new videos to be used system wide as well as for a United Airlines advertising campaign. They also strategically refocused many of their initiatives and launched a Facebook advertising campaign to generate franchise leads, placed national display ads, partnered with MapMyFitness and became sponsors of numerous Podcasts.

As illustrated, the department not only drives and executes the national marketing, advertising, PR, branding and franchise sales initiatives, but they also support each of the 150+ franchise owners. The team’s strategy and execution helped propel total business results with an 11% increase in annual revenue at Camps, a 12% increase in new customers, over 25 new franchise sales (one of the largest years in its 16-year history) and $150,000 raised for the Foundation. The department’s commitment to creativity, intelligence and willingness to take on new challenges, makes this team incredibly successful, especially when it comes to conquering stretch goals on behalf of the brand.

In bullet-list form, briefly summarize up to ten (10) accomplishments of the nominated department since the beginning of 2016 (up to 150 words).

• Led a complete company rebrand
• Earned a Gold Stevie® Award in the Website category
• Successfully launched a new email platform to drive real business results for franchisees
• Completed over 170 creative projects, a 38% increase from the prior year
• Raised over $150,000 and helped more than 60 dogs for the Foundation
• Created first ever comprehensive brand guidebook and produced new operations and training materials
• Completed phase two of the company’s branding evolution that focused heavily on new collateral development
• Launched a Facebook advertising campaign, placed national display ads, partnered with MapMyFitness and became sponsors of numerous Podcasts
• Created ads for national publications and produced new videos to be used system wide as well as for a United Airlines advertising campaign
• Helped propel total business results with an 11% increase in annual revenue at Camps, a 12% increase in new customers and over 25 new franchise sales