Final Report Class Copy

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Executive Summary Chicago Dog Walkers is a Dog Walking company located in Chicago, Illinois. Although there is no brick and mortar location, Chicago Dog Walkers is able to service 22 neighborhoods throughout the city of Chicago. It has provided individual dog walking services to all of its clients along with creating strong bonds with each individual customer.

The full-time staff comprises solely of the owner/founder, Marc Matlin, office manager, Denise and accountant, Meryl. The three of them run nearly all of the basic business operations, including hiring dog walkers, scheduling and meeting with prospective clients, handling the finances and working directly with clients.

Because of the small staff, much of the online work has been outsourced to different companies. Online advertising, including Google AdWords and Google Analytics was ran through a thirdparty company ReachLocal. Chicago Dog Walkers appears on nearly all major social media sites, including Facebook, Twitter and YouTube. The company also has a good presence on Yelp. However, the maintenance of all Chicago Dog Walkers social media platforms were also outsourced which makes it hard for Chicago Dog Walkers to have engaging content with its followers. Due to the current state of the company, we have created several recommendations for Chicago Dog Walkers. The agreed upon objectives are as follows: 1. Maximize New Website Creation 2. Improve Social Media Presence 3. Improve Monetary Performance 4. Implement Email Marketing

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Industry Analysis Chicago Dog Walkers is a dog walking company located in Chicago, Illinois. The company was established in 1998 by Marc Matlin. It is one of the many dog walking companies that can be found within the city of Chicago. For purposes of this report, dog walking will fall under the category of Pet Services, which accumulated $4.54 billion dollars in the United States this year (American Pet Products Association). Pet Services is the smallest of all categories that make up U.S. pet expenditures, which has totaled to $55.53 billion in 2013. Both numbers have been on a steady incline since the early 2000s. This climb shows that despite the recession in 2008 and 2009, the amount of money that consumers spend on their pets has not diminished.

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Internal / Client Analysis Chicago Dog Walkers is one of Chicago’s many dog walking companies. The company offers individual 25-minute walks with walkers as well as vacation care and discounts for rescued dogs. With the company’s great prices and wide consumer reach, Chicago Dog Walkers has made a name for itself throughout the Chicagoland area. Company Structure Owner/Founder- Marc Matlin Full-Time Manager- Denise Full-Time Accountant- Meryl Dog Walkers- approximately 60 employed Product Chicago Dog Walkers offers the service of individual and personalized 25-minute dog walking sessions for clients within the city of Chicago. Each client and their dog is assigned a designated dog walker who will walk their dog on a regular schedule. Each walker is given a copy of the client’s keys so that they are able to enter the homes and take the dogs out.

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Price The flat rate that Chicago Dog Walkers charges is $14 for a 25 minute walk. This is the price used during normal business hours, 9:00AM to 5:00PM. There is an additional charge for walks that are scheduled outside of the business hours or on Holidays. Promotion The major form of promotion that Chicago Dog Walkers utilizes is word of mouth. It regularly obtains new clients through referrals of existing clients. Chicago Dog Walkers also has presence on some major social media websites, including Facebook, Twitter and Yelp. Chicago Dog Walkers also has a blog that it uses once a week. Posts range from short videos to pictures, but there are no promotional posts for the company. From these sites, prospective clients are able to get into contact with the company. Chicago Dog Walkers currently does not use a form of email marketing to connect with its clients. Positioning Chicago Dog Walkers has no actual brick-and-mortar location from which it operates. Instead, Marc and the other full-time employees work out of his home in Lincoln Park. It is from there that Marc, Denise and Meryl take calls, track walkers and run the business. The walkers will stop by Marc’s house to pick up checks, meet with the executives and handle the keys.

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Current Customer Base Demographics ● ● ● ●

Full-time workers Urban Professionals Singles and Couples Currently not targeting a specific age-range ○ Current customers range from 20 to 65 years old ● Currently not targeting a specific gender ○ No break-down on gender statistics ● Currently not targeting a specific race ○ No breakdown on race statistics ● Wide range of income statistics ○ Works with the “wealthy” and those who live “paycheck-topaycheck” Psychographics ● Dog Lovers ● Pet Activists ○ Rescued animal owners ● Humanitarians Geographics Despite not having a physical location, Chicago Dog Walkers reaches twenty-two major neighborhoods throughout the city of Chicago. Some of the larger neighborhoods that they reach include Edgewater (population: 56,521), Lakeview (population: 94,638), Lincoln Park (population: 64,116) and Uptown (population: 56,362) (US Census Bureau). Distribution Chicago Dog Walkers is run out of the owner’s home, but each walker goes to the pet owners home to walk their dog. Any customer can call or use the website, www.chicagodogwalkers.com, to schedule service or set up a meeting with the owner.

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External Forces Political Walkers need to follow Cook County’s Dog Regulations and also the Illinois’ Consolidated Dog Laws. Chicago Dog Walkers is affected by this because the 66 walkers employed by Chicago Dog Walkers are bound to follow the regulations and laws given by the county and state. If the walkers and Chicago Dog Walkers are not in compliance with the laws and the regulations they can face lawsuits and fines according to the Cook County Pet Laws and Illinois Consolidated Dog Laws. Economical In 2009, Chicago Dog Walkers lost about 20% of its business due to the economic recession. This affected Chicago Dog Walkers by having its revenue and profit drop. Chicago Dog Walkers’ revenue was about 1 million to 1.5 million dollars in 2012, which shows that they have recovered from the 2009 recession because its revenue has increased back to its average. In addition to Chicago Dog Walkers’ economic background, in 2012, the U.S Pet Industry’s revenue was estimated at $55.53 billion. Out of the $55.53 billion, $4.54 billion were being spent on pet services, which means that about 8% of Americans spend money on services for their pets, such as grooming, walking, pet-sitting and training (American Pet Products Association). Since services for pets only account for about 8% of the Pet Industry, Chicago Dog Walkers needs to differentiate themselves from the other competitors to gain that 8% of the market share.

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Sociocultural According to Yarrow from Times Business, there are five reasons why Americans are spending more and more on their pets. First reason being, “pets are stress busters.” About 50% of Americans are living with anxiety today, and pets make the perfect relief for people living with anxiety. Cuddling, playing and even looking at animals will make individuals relaxed and happy. Secondly, “pets have more status.” As the years go on, pets have become family in our society. Nine out of 10 pet owners consider their pets as part of the family and 81% of the pet owners say they consider their pets an equal family member. Along with being a “member of the family,” more than one million dogs are the primary recipient on their owner’s will. This speaks on how much pet owners care for their pets. Furthermore, “pets fill connection and friendship vacuums” (Yarrow). Going back to twenty years ago, Americans had one third more close friends than they do now, in 2013. Americans are talking through social media and are missing that personal interaction of a close friend. Pets offer the missing personal connection and provide that companionship Americans are now wanting. In addition, dogs will also provide more human interactions when they go to dog parks in local neighborhoods. In addition to these, statistics show that 95% of pet owners smile more because of their pets, which also has been shown to help lower blood pressure as well as depression. Pets also fulfill our human need to nurture. Seventy Eight percent of pet owners call themselves mom or dad with their pets, which shows that they treat their pets as if they were their own child. This links to the reason why pet owners spend money on organic foods and the best service out there for their pets. Lastly, there are numerous amounts of pet products and services, in 2013, than ever before. This makes Americans spend more money on products and services for their pets,

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increasing the market revenue for US’ pet industry. Since Americans are spending more on their pets, this will affect the Chicago Dog Walkers in a positive way. This also means that the Chicago Dog Walkers should be expecting more business in the years to come. Technological More than 44% of Americans make purchases from their mobile phones. Chicago Dog Walkers has a mobile friendly web page, but does not have a mobile app. Its mobile friendly website will help its business as more Chicagoans start making purchases from personal tablets and/or mobile phones. Environmental According to the owner, Marc, dog walking services decline during the summer times and holiday seasons. This impacts the Chicago Dog Walkers in an undesirable way. When business goes down in the summer time and holiday seasons, Chicago Dog Walkers’ income is lower than what it during the rest of the year. Structure and Staffing Chicago Dog Walkers organizational structure is at a mature stage. The company has three full time employees and approximately 60 dog walkers who work for the company. It also uses Matt, a retired walker, who works on the company’s social media accounts.

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Website The CMS tool used for the Chicago Dog Walkers is currently WordPress. The CMS is easy to use and navigate. Chicago Dog Walkers has its social media websites directly linked on its website. This makes it easier for customers and potential clients get connected with Chicago Dog Walkers on Facebook, Twitter and YouTube.

The website is very easy to navigate, putting them at a mature stage. Chicago Dog Walkers has set its website up so it will be easier for them to explain to the customers and potential clients on what the company is, who its walkers are, what they do and how much they charge per walk. It gets the viewers from point A to point B.

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The homepage is friendly and inviting. Pictures of dogs as well as the Chicago Dog Walkers’ logo are a part of the homepage which features Chicago’s very own John Hancock building. This gives the current customers and potential customers an understanding of who the company is and what they do, just by the pictures on its website. The homepage has all the information a customer may need, or there are links that take them to certain information in just a few clicks. Chicago Dog Walkers (www.Chicago-DogWalkers.com) can be accessed and viewed on the following browsers such as Mozilla, Safari, Google Chrome and Internet Explorer. Chicago Dog Walkers is compatible on the major website browsers, helping the company gain more views on it’s website. Chicago Dog Walkers also has a “You Refer, We Donate” deal. This means, for every referral that comes to Chicago Dog Walkers, the company will donate $100 to a Chicago animal shelter or charity. Chicago Dog Walkers’ website also features dogs from Paws Chicago and AliveRescue that are currently available for adoption.

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The upside to Chicago Dog Walkers’ website is that it is mobile and tablet friendly. With more than 44% of Americans purchasing items and services on their mobile device and tablets, this will help the Chicago Dog Walkers increase its website’s foot traffic (Constantinides n.p). Chicago Dog Walkers has a blog linked to its website, but the blog is incorrectly linked. The correct blog is connected to its twitter account, which is updated weekly. Chicago Dog Walkers also lacks engaging content and does not provide frequent blog posts. As far as advertising goes, Chicago Dog Walkers gets most of its business from word of mouth marketing. Chicago Dog Walkers has also purchased Ads on Google to reach the local community when searching for “dog walkers” or various combinations of search queries. ● When Chicago Dog Walkers is being searched on Google, Bing, Yahoo, MSN, and Ask, it came up as the first result. ● Chicago Dog Walkers came up in sixth and seventh when “Dog Walkers” and “Pet Walkers” were searched on Google, Bing, Yahoo, MSN, and Ask.

Social Media Channels On Facebook, Chicago Dog Walkers has 1000 likes, with little-to-no interaction with its users. Facebook posts are not engaging with its followers. With an average of two to three posts a week, the number of “likes” on a status or picture ranges between two to four. Facebook has the general information on what Chicago Dog Walkers is and how potential customers can get in contact with them to request its services. On Twitter, Chicago Dog Walkers has 846 followers, but there is little to no interaction going on with the followers and customers. In addition to few posts, the tweets they are sending out are

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not business related, with tweets like, “Woof Morning.” Similar to Facebook, they tweet about two to three times per week. There are little to no posts that engage the audience and make them want to learn more about what Chicago Dog Walkers is or ask for its services.

On YouTube, Chicago Dog Walkers has zero subscribers and only one video. On Yelp, Chicago Dog Walkers has a 4.5 out of 5 stars rating with 33 reviews. All but one or two comments are positive. Each negative review has been personally responded to by the owner, Marc to gain back his customers confidence in Chicago Dog Walkers. Email Marketing Chicago Dog Walkers currently does not have or use email marketing to market to current or potential customers. Statistics and Analytics Chicago Dog Walkers was previously working with ReachLocal, a company that helps businesses with their online advertising practices. Chicago Dog Walkers previously outsourced the management of Google AdWords and Google Analytics to ReachLocal, and thus did not

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have personal access to any analytics data. It is suggested in the marketing objectives that Chicago Dog Walkers implement it’s own Google AdWords and Google Analytics accounts. With that being said, there is currently no data statistics nor analytics data that can be assessed at the moment. Strategies for implementation and management of both services can be found underneath the marketing objectives section, located later on in the report.

Customer Relationship Management (CRM) Chicago Dog Walkers currently uses FileMaker Pro, but they do not like it because it does not work well with the computers they use. This is due to multiple platforms and age of desktops. FileMaker Pro does serve as reliable CRM system however, as it tracks: client contact information, phone numbers, emails, walkers, dogs, start date, number of keys received, method of payment, referrals, special notes, termination date and what was done with the keys (when/to whom were returned).

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Competitive Matrix Following the meeting with Marc and his team, it was discovered that the biggest differentiating factor between Chicago Dog Walkers and the other dog-walking companies in the city is the fact that the company is extremely proactive and reactive with phone calls. After a little more elaboration, it was discovered that when a customer signs up for services online, the submission goes straight to its personal inboxes, so that Marc or Denise can reach out to the prospective client as soon as possible to set up a meet-and-greet. As for the customers, if they need to reschedule their appointment, or cancel it all together, he or she can call Marc, Denise, or their dog walker regardless of the time of day.

Both Marc and Denise are extremely adamant about their passion for this company, and do their best to accommodate to customers’ needs. The company appears to be extremely personal and transparent with clients, as the owner will often times handle the phone calls and attend the meetand-greets.

According to Yelp, there are more than 200 different pet care companies within the Chicago area whose services include dog walking. Upon meeting with Marc and Denise, they both believe that none of the other companies are considered competition. After further investigation of some of Chicago Dog Walkers’ competition, the competitive matrix situated below was formed.

The matrix contrasts Chicago Dog Walkers’ and some of its competitors on a few snippets of criteria, including pricing and rates, services provided, social media and online presence, neighborhood reach and more. There are many conclusions that can be drawn from the competitive matrix, some of the most notable conclusions will be dissected further by category.

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Pricing Chicago Dog Walkers’ pricing is very similar to all of the other competitors’ rates. There are a few differences that should be addressed, however. Many of the other competitors have the option for a longer walk (for a higher price), or have the option to walk multiple dogs (also for a higher price). There are also a few competitors, such as Windy City Paws and Millennium Dog Walkers, who offer walks that are five minutes longer for the same price that Chicago Dog Walkers offers. Chicago Dog Walkers is the only company that has a single rate for its services.

Social Media Outlets It appears that Chicago Dog Walkers is more widely available in terms of a social media presence, as they appear on multiple sites. Chicago Dog Walkers is currently found on Facebook, Twitter, YouTube and Yelp. Chicago Dog Walkers has good numbers on each of its major social media sites. The Twitter page for Chicago Dog Walkers has 846 followers, and 2,524 total tweets. Chicago Dog Walkers’ Facebook page has 1,001 likes, and posts pretty casually; about once a week.

Windy City Paws’ Facebook page seems to be faring pretty well. It currently has 692 likes, and it posts multiple times per week, often times showcasing new clients. Windy City Paws is also a competitor to Chicago Dog Walkers on Twitter. Though they currently only have 173 followers, and a total of 1,279 tweets, it appears that WCP tweets approximately once a day. Most of its tweets talk about the walks they are currently on, and often contain pictures of its clients’ dogs. Cruisin Canines is the last, and appears to have quite the following. Currently, Cruisin Canines has 590 Twitter followers. The company tweets multiple times per day, often times tweeting pictures of the dogs on walks. Cruisin Canines can also be found on Facebook; they have 862

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likes, which is the closest number of followers to Chicago Dog Walkers. Similar to its Twitter page, a lot of what Cruisin Canines posts are pictures or updates of clients on walks.

Online Presence Each of the companies can be found on the user-review website, Yelp. For the most part, all of the companies get their fair share of good reviews. Chicago Dog Walkers has the second higher number of reviews, at 33, and has the average rating of 4.5 stars. This is a good rating in comparison to the number of reviews they receive. The biggest competitor in terms of Yelp reviews and rankings appears to be Cruisin Canines, as they have 36 Yelp reviews, and a perfect five-star rating.

Finally, all the companies aside from Millennium Dog Walkers appears to be using Google Analytics on their websites. This is a useful tool to have implemented because it allows the companies to see which pages on their respective websites that visitors navigate to. Another tool from Google Analytics is the ability to see whether or not visitors got to the website organically or through paid advertising.

Services Provided As expected, each company offers the service of dog walking. However, Chicago Dog Walkers is the only company to not offer additional or extensive services, in comparison to the other competitors. This is the biggest category where Chicago Dog Walkers falls short to its competitors. Though the other companies charge larger or different rates for these additional services, it gives them an edge in terms of competing for business. All the other competitors have the option of overnight sitting for their clients, in which the walker will stay overnight and

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service the dogs. Chicago Dog Walkers could be missing potential clients that are hoping for a few more additional types of service, beyond just dog walking.

Locations Reached Chicago Dog Walkers leads this category, with its reach expanding to twenty two different Chicago neighborhoods. The geographic area that Chicago Dog Walkers hits with this reach is a strength, as they are targeting many different and major areas of the city. Cruisin Canines and Millennium Dog Walkers follow them with about a nineteen-neighborhood reach, targeting some of the same locations.

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Company

Price Rate

Services Provided

Online Presence

Locations Yelp Reached Reviews

Facebook Likes

Twitter Followers

Chicago Dog Walkers

$14/25min

Dog Walking

Website, Facebook Twitter, YouTube, Yelp, Mobile Friendly

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4.5/5 Stars (33 reviews)

1,001

846

Windy City Dog Walkers

$14/25min (1 dog) $17/25min (2 dogs)

Dog Walking Cat Visits Overnight Sitting

Website, Yelp, Mobile Friendly

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4.5/5 Stars (13 reviews)

N/A

N/A

Millennium Dog Walkers

$16/30min (1-2 dogs; +$5 for 3rd dog) $25/60min (1-2 dogs; +$5 for 3rd dog)

Dog Walking Pet Sitting Cat Visits Overnight Sitting Vacation Sitting Puppy Services

Website, Yelp, Mobile Friendly

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4.5/5 Stars (30 reviews)

N/A

N/A

Windy City Paws

$14/30min (4+walks/w eek) $16/30min (3 walks/week) $30/60min

Dog Walking Overnight Sitting Pet Visits

Website, Facebook, Twitter, Yelp, Mobile Friendly

~8

5/5 Stars 692 (24 reviews)

172

$14/25min $11/15min

Dog Walking Cat Visits Puppy Services Overnight Boarding

Facebook, Twitter, Yelp, Mobile Friendly

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5/5 Stars 864 (36 reviews)

590

Cruisin Canines

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SWOT Analysis:

Strengths

Weaknesses

1. Good website layout and design 2. Facebook and Twitter have good branding and good followings 3. Great Yelp Reviews 4. Great awards that are listed on the websites home page. (i.e.- #1 dog walking service in Chicagoland) 5. Large neighborhood reach (22 neighborhoods) 6. Business name has good SEO 7. Owner uses his phone proactively to communicate with his customers

1. Facebook and Twitter do not have very many posts per day 2. Facebook and Twitter are not adequately interacting with existing and prospective clients. 3. Social Media manager is located outside of the state, and is not heavily involved with the company’s operations. 4. Full-time staff does not have time to update website and social media 5. Lack of YouTube and Instagram presence.

Opportunities

Threats

1. Facebook and Twitter can grow exponentially 2. Website can be more searchable by adding keywords to copy and photos 3. Large target market 4. SEO can be increased 5. YouTube presence can grow 6. The likely success of integrating Instagram into business operations. 7. Loyalty Programs

1. An economic depression 2. Weather/seasonal changes 3. Competitors are multi-service providers 4. Poor reviews or referrals on Yelp or through word-of-mouth. 5. Competitors are more interactive with clients and the public on social media sites.

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Marketing Objectives After meeting with owner, Marc Matlin, there does not appear to be specific objectives that he wishes to accomplish through this project. It seems that he is, however, keen on improving the current state of the website, garnering a larger following on Chicago Dog Walkers’ social media platforms and optimizing its paid online advertising. Given these desires, below are more specific and measurable objectives that if accomplished, will satisfy what Marc and Chicago Dog Walkers hope to get out of this project. 1. Maximizing New Website Creation: a. Implement and effectively manage Google AdWords and Google Analytics b. Reduce bounce rate on website to less than 60% by the close of 2014. c. Generate more unique visitors per month. 2. Improve Social Media Presence: a. Raise brand awareness on social media platforms 20% throughout next year. b. Increase Twitter followers to 1,000 and Facebook likes to 1,200. c. Maintain good customer relations via Yelp. 3. Improve Monetary Performance: a. Increase net revenue 5% by 2015 4. Implement Email Marketing Strategy: a. Construct a monthly e-newsletter about company and customer updates.

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Segmentation Method Chicago Dog Walkers is a unique company in the sense that it doesn’t have a specific target market, aside from targeting pet owners. With that being said, the demographics of the company’s current clients range widely. It is going to be important that Chicago Dog Walkers attempts to have the widest reach possible in order to bring in more clients.

In the objectives below are strategies that will allow Chicago Dog Walkers to obtain more customers through social media platforms, paid advertising, and organic search results. It is important that Chicago Dog Walkers stays consistent in its messaging across all channels, however. The company prides itself on how it works to be a personal and friendly company, and how important the protection and rights of animals are.

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Marketing Objective One: Maximizing New Website Creation: 1. Implement and effectively manage Google AdWords and Google Analytics Strategies and Implementation: Chicago Dog Walkers would benefit by completely starting over in terms of implementing Google AdWords and Google Analytics once it get its new website online. By taking advantage of these two services, Chicago Dog Walkers will better be able to see specific data on its website traffic, and contend for top advertising positions on search engine results.

Both of these services were previously used, but had been outsourced to ReachLocal. Google AdWords will help Chicago Dog Walkers in its pursuit of optimizing online advertising, and will allow its ads to show up with search engine results. Google Analytics will be extremely beneficial to Chicago Dog Walkers in measuring website activity for future strategies.

Google Analytics: Chicago Dog Walkers currently is not utilizing Google Analytics. It was recently announced that the company is currently looking into developing and launching a brand new website. Once it does, it will be extremely beneficial to implement Google Analytics to track activity that occurs on Chicago Dog Walkers’ website.

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Image 1: The Google Analytics Homescreen

Implementing Google Analytics is as simple as using a prospective Gmail address and visiting www.analytics.google.com to create an account. Once the account is set up, there will be a tracking code generated that will then be placed on the website. ○ Placing the code just before the closing head tag is recommended, because it will ensure that the code fires as soon as the page loads. ○

It is best practice to place the tracking code on every page of the website, in order to track activity most effectively.

○ Images 2 and 3 show screenshots of the process of creating an account and obtaining the Google Analytics tracking code.

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Image 2: The Signup Page for Google Analytics

Image 3: The Tracking Code in Google Analytics

Once the code is placed throughout the website, Chicago Dog Walkers will be able to track visitors and view various reports about traffic on the website. The reporting capabilities of Google Analytics are vast. Some of the basic and most useful reports will be outline below:

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Real Time Analytics: Though one of the most basic reports, Real-Time allows you to monitor visitor activity as it happens on your site or app. The reports are updated continuously and each pageview is reported seconds after it occurs on your site. For example, you can see: ●

how many people are on your site right now,

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their geographic locations and the traffic sources that referred them,

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which pages or events they're interacting with, and

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which goal conversions have occurred. Images 4 & 5: Real Time Analytics report

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Audience Reports: The Audience reports are designed to provide insight into: ●

Demographics: Provides insight into the age and gender composition of the website visitors. Also details the interests, geographic location, and language of visitors.

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How that audience reaches and consumes your site (technology, mobile)

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Behavior: Information on new or returning visitors, and website frequency statistics.

Some of the basic reports from the Audience Overview tab include: ●

Visits (total number of visits to your site)

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Pageviews (total number of pages viewed on your site)

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Average Visit Duration (average visit length of all visitors)

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Bounce Rate (percent of single-page visits)

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New Visitors (percent of total visitors who visited your site for the first time) Image 6: View of the Audience Overview Report

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Acquisition Reports: Provides insight into how website visitors and potential customers are acquired, the behavior these visitors on the website, and their conversion paths. The reports let you see: ●

Acquisition by channel: Campaign, keyword, and source/medium ○ Insight on whether the visit came through organic or paid search, which keywords or phrases were searched, and/or which ad resulted in the visit and conversion.

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Behavior on site by pages per visit, visit duration, and pageviews

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Conversion patterns by transactions, revenue, ecommerce conversion rate, goal completions, goals value, and goal conversion rate

Image 7 gives a visual explanation of what potential acquisition reports can look like. This one details which type of channel resulted in traffic to the website.

Image 7: The Channels Overview Report

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Learning to master Google Analytics can take a bit of time, however there are countless resources available to help expedite this process. There are videos tutorials located within Google Analytics, help center articles which can be found online, and the support line. As seen by some of the screenshots below, there are very helpful tools for reading and interpreting data in the reports.

Once a basic understanding of how to interpret the reports is learned, Google Analytics can be a very useful tool in future website development, and determining how effective online advertising is.

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Image 8: Help Section and Tutorial Video of Overview Report

Image 9: Help Section and Tutorial Video of Audience Overview Report

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Google AdWords: The current state of owner Chicago Dog Walkers’ AdWords account is pretty disorganized. The last active ad that was ran from this account was back in 2010. Marc and his team mentioned that they were working with ReachLocal, who helped provide Chicago Dog Walkers with online advertising. This would explain why Marc’s personal AdWords account has had inactivity for three years.

Now that Chicago Dog Walkers is no longer working with ReachLocal, it will be beneficial for the company to start up and manage its own AdWords account. This will allow Chicago Dog Walkers to create its own ads, manage its own budget and be in control of any details pertaining to its AdWords account. ● Set up of Google AdWords ads is pretty basic. All that is needed is a Gmail address to get started. An AdWords account can be created by visiting www.adwords.google.com, and following the signup process. The homepage can be seen in image 10 below. Image 10: Google AdWords Home screen

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Image 11: The Ad Management Page in Google AdWords

Image 12: The Ad Creation Page in Google AdWords

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Image 11 is a screenshot of the campaign management screen in Google AdWords. As seen, multiple ads can be created per campaign. This will allow Chicago Dog Walkers to have the flexibility of using different formats and creating multiple ads. ● Google AdWords allows the user to create multiple campaigns, which will allow Chicago Dog Walkers to create sets of ads targeted towards different groups of people. Each campaign can have a different budget, and different settings, allowing Chicago Dog Walkers to have the biggest reach possible. There are many settings available to help construct ads to reach the right customer, as seen by Image 13 below.

Image 13: Campaign Settings in Google AdWords

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Image 12 is a screenshot of the Google AdWords’ ad creation page. It consists of a blank template that allows the user to simply enter in information into the respective fields, such as: Ad title, ad text, and the destination and display URL. A preview of the ad is automatically generated as each section gets filled in. This sample ad is something that Chicago Dog Walkers can use for reference when creating its own AdWords ads. ● It is important to make sure that the ads are crisp and are relevant to what the user is searching for. The ad text should be short and precise. ● Having a call-to-action, i.e. “Call Now” is important and highly recommended to have included. A call-to-action is some word or phrase that should be used to prompt a user to click on the ad and continue in the conversion process. ● The destination URL should take the visitor to the appropriate webpage in which action (such as signing up for a service) is anticipated. ○ Taking the user to the homepage is also acceptable, as long as he or she can navigate throughout the rest of the website easily. Another option that should be utilized when using Google AdWords, it taking advantage of the products ability to not only create text ads, but also image ads. The option to create an image ad is prompted when clicking the “Create New Ad” button. The feature will scan the website that it is inserted, and create an array of image ads that will show up on various websites. Images 14 and 15 outline the process of creating an image ad.

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Image 14: Creating an Image Ad

Image 15: Examples of Image Ads

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2. Reduce bounce rate on website to less than 60% by the close of 2014. Strategies and Implementation: Bounce rate is determined by the percentage of visits to only a single pages on one’s website before exiting the site. With that said, it should be a goal of Chicago Dog Walkers to try to have a bounce rate equal to, or less than that of the average bounce rate. ● Solutions for achieving a lower bounce rate includes having a relevant landing page for website visitors, or landing page that will entice the visitor to continue on through other pages of the website. ○ For example: If a visitor clicks on an add that entices them to sign up now, the landing page should be one where the user is able to submit the signup form. ○ Once the form gets submitted, it might be beneficial to have the page redirect to the website’s homepage (so the user can continue browsing the website), or have a list of the other pages available that may entice the user to stay on the website longer. ● A higher bounce rate will be the result if the user is able to get the information they came to the website for from that single page. ○ In order to keep the visitors on the website longer, or at least visit another page, it is important to have easy navigation to other pages. This can easily be done if there were direct links on pages to other areas of the website. ○ Having a cleanly organized website, with clearly defined tabs to the various web pages. This will allow the visitor to see all of his or her options laid out and visit another page that will be useful to their search.

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○ Chicago Dog Walkers’ current website does a good job at having different web pages.

When launching and redesigning the new website, it might be beneficial to make them more prevalent and clear, as it is somewhat difficult to know that one must click on the pictures in order to go to those respective pages. The font that designates the title of each web page is not distinguishable and gets overlooked because of the pictures. Making sure that these are links to other pages of the website is important and recommended. ● The links to the other pages at the top of the website are also a little small and can be easily overlooked as well. When redesigning the website, making these links stand out a little more might draw more attention, and result in clicks on these links. This can be seen by image 16, which is located below. Some solutions include: increasing the font size somewhere in the range of size 14 to 16, centering the links on the webpage, and using contrasting colors to make these links become a little more noticeable.

Image 16: Website Banner

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3. Generate more unique visitors per month.

Strategies and Implementation: Many of the recommendations that were stated above will help draw in more traffic to the website. The creation and use of a Google AdWords and Google Analytics account will be an option for optimizing paid traffic to the website. With Google Analytics, Chicago Dog Walkers will be able to determine which of it’s AdWords campaigns are resulting in traffic to the website. These reports will allow the company to evaluate whether or not the use of Google AdWords is effectively improving website traffic. The implementation of an email-marketing strategy will also be a big draw for website traffic (see marketing objective #4).

Another option aside from paid advertising is generating good traffic from organic results, or search engine optimization. The inclusion of more keywords throughout the new website will also help land good positions in search engine results. As noted, Chicago Dog Walkers already has a major competitive advantage when it comes to organic searches. This is the name of the company is a very common keyword phrase that is searched when looking for a dog walking service in Chicago. ● While the name of the company being stated numerous times throughout the website will draw in a large amount of traffic, Chicago Dog Walkers should still look into adding more keywords within the head tag of the web pages source code. Other variations of keywords and phrases that can be used include: ○ Dog walking in chicago, dog walkers in chicago, dog walking chicago, dog walkers chicago, pet care chicago, dog care chicago

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It is important to not use too many keywords that will cause Google to think that the website is spam and result in blacklisting the website from search results. The suggested keywords are likely to help Chicago Dog Walkers’ website show up in the top three to five search engine results. ● As seen in image 17, there currently no keywords that are being utilized within the head tag. This can be compared to image 18, which is a shot of competitor, Windy City Dog Walkers’ source code. Windy City Dog Walkers is taking advantage of many meta-tags in the head tag, including the meta-name description and keywords. For best search engine optimization practice, Chicago Dog Walkers should also consider doing the same.

Image 17

Image 16

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Marketing Objective Two: Improve Social Media Presence ● Raise brand awareness on social media platforms 20% throughout next year. ● Increase Twitter followers to 1,000 and Facebook likes to 1,200. ● Maintain good customer relations via Yelp. Strategies and Implementation: 1. Create a Hootsuite account. a. Creating an account on Hootsuite.com is a simple and free way to schedule and monitor social media posts to Facebook and Twitter. This will create a simple way to keep up with social media postings as well as keep a consistent brand throughout its online channels. 2. Create a Chicago Dog Walkers Instagram account by end of December 2013. a. Creating an Instagram account would be a great addition to Chicago Dog Walkers’ social media plan. With an Instagram account, Chicago Dog walkers could create so much content by having walker can snap photos of the dogs they walk as well as having photo contests. 3. Better utilize social media platforms, such as Facebook, Twitter and YouTube. a. Facebook is a great place to expand a customer base. With the use of more engaging and relevant Facebook posts, Chicago Dog Walkers can increase its followers, but more importantly, its day-to-day engagement with its followers. With the recommendation of post one to two times per day, Facebook traffic and follower engagement will increase.

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i.

Posting shareable content to Facebook with information that dog lovers are interested in and asking questions within posts are great ways to draw clients in and show how involved a company is with its services and who it affects.

ii.

Creating Facebook video contest with a title like, “Cutest K9 of the Week” would drive a lot of clients to the Chicago Dog Walkers Facebook page. As an incentive for followers to post, the video with the most likes at the end of each week will win a discount on their next walk. Having clients send in videos of their dog doing a fun trick or something silly around the house is a great way to engage with clients as well as prospective clients that find the videos.

iii.

Facebook is also a great place to post every blog post that is created for the “Chicago Dog Walkers Reader” Blog.

b. When using Twitter, Chicago Dog Walkers needs to become more engaging and post more often. With a recommendation of 2 tweets per day, one in the late morning and one during the afternoon, Chicago Dog Walkers should tweet meaningful stories related to the Chicago dog marker as well as ask questions of its followers. Generating a conversation with followers should be the goal of each tweet. c. YouTube is a popular social media website where millions of viewers go on each day. Chicago Dog Walkers can use it for adding promotional videos and also to connect with customers who want to see videos of walkers with their dogs.

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i.

YouTube can be greatly utilized with the creation of a low budget promotional video. With the help of a college student, Chicago Dog Walkers can create a video that highlights the company’s strong suits as well as the quality service they provide for every client.

ii.

Other videos that can be created for YouTube are videos of walkers playing with dogs on their walks or having a dog featured in a short clip. These videos should not only be posted on YouTube, but it should be shared on Facebook and Twitter as well.

4. Implement social media campaigns and contests. a. It is strongly recommended that Chicago Dog Walkers creates regular social media contests. Photo contests on Facebook and Instagram are great ways to create social media buzz as well as engage with followers. b. Creating an Instagram contest like “K9 of the Week” and using hashtags are great ways to brand the contest and build a conversation over social media. It is recommended to have a photo contest where people post a photo of their dog on Instagram with the hashtags #cutek9 and #chicagodogwalkers. The most liked photo at the end of the contest will have their dog featured on the Chicago Dog Walkers Reader Blog as well as receive an extra treat on their next walk. 5. Maintain good customer relations via Yelp. a. Chicago Dog Walkers already has credible reviews on Yelp, with a rating of 4.5 out of 5 stars along with 33 reviews. The owner, Marc, has responded to the two bad reviews on Yelp and this should continue in the future to maintain the best relationship possible with all customers.

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Marketing Objective Three: Improve Monetary Performance ● Increase net revenue 5% by 2015 Expand In order for Chicago Dog Walkers to increase its net revenue by 5%, we feel that the Chicago Dog Walkers should increase its neighborhoods it serves in. As of now, Chicago Dog Walkers serves in neighborhoods like Andersonville, Lakeview, Lincoln Park, Wrigleyville, and sixteen other neighborhoods. If Chicago Dog Walkers can expand to other neighborhoods like Evanston, Bridgeport, and Edison Village, it can see an increase in its revenues if there are enough dog owners interested in the service.

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Email Marketing As of now, the Chicago Dog Walkers do not use email marketing. In order for us to help the Chicago Dog Walkers reach its 5% revenue goal, they will need to use email marketing. Using email marketing will not only drive up sales but also build loyalty from its customers. By keeping the customers informed on what is going on with the company, they will feel more connected to the company, and whenever they need a dog-walker, Chicago Dog Walkers would be the first to come to their mind. According to ExactTarget’s 2009 Channel Preference Study, close to 50% of the online users ended up purchasing something due to email marketing. Email marketing is crucial because the Chicago Dog Walkers will have access to contact its customers through email advertising the sales and promotions that it might be having. According to ExactTarget, “if the email is crafted correctly, these timely marketing emails will drive customers to your website or store and eventually lead to sales” (Matar). By sending out daily or even weekly emails to its customers, they will be more likely to click on the email and read about it. In addition to using email marketing to drive sales, another benefit to this, which will help the Chicago Dog Walkers increase its net revenue, is to build loyalty. When a first time customer uses the Chicago Dog Walkers, it is very important to keep the customer want to keep coming back to the company. By using email marketing, the Chicago Dog Walkers can send a thank you email to the first time customer for using its service. On top of them, the Chicago Dog Walkers can send out emails to the new customers about how beneficial it will be for them to use the company for their dogs. In addition, by using email marketing, the Chicago Dog Walkers can use

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it to send special promotions that the company may be having and thanking all the customers for being loyal to the Chicago Dog Walkers. Furthermore, when a blog is created, the Chicago Dog Walkers can send the blog out to the customers and let them read about it, and forward it to their friends, allowing their friends to be interested in the company. Referrals Another thing that the Chicago Dog Walkers can do to increase its net revenue sales is having customers refer it to their friends, family, and co-workers. When customers are satisfied with the service the Chicago Dog Walkers have given them, they are likely to talk to their friends about it. As an incentive for those customers who are happy with the service they received, they can refer the Chicago Dog Walkers to five to six of their friends, and get some sort of reward. I.e. one free walk, extra five-minute walk for the dog, or even a 10% off coupon for their next walk. Regardless, the more referrals the Chicago Dog Walkers receives, the more customers it will have, bringing its revenue up to the goal of 5%.

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Marketing Objective Four: Implement Email Marketing Strategy ● Construct a monthly e-newsletter about company and customer updates. Email newsletters spread brand awareness, build habitual communication with subscribers, leverage existing content with summaries or links, and include content important to Chicago Dog Walkers such as surveys or animal shelter and rescue information. Transactional emails are prompted by an action from the subscriber, such as thank you emails and reminders. These types of emails have a high click-through rate. Chicago Dog Walkers can take advantage of this opportunity to engage with the customer by including additional promotional and informational content. Email marketing requires a small amount of time and effort and provides real-time messages with personalization at frequency of the sender’s choosing. By utilizing email marketing, Chicago Dog Walkers will increase its reach and spread information for low overhead costs. This process allows for tracking of sales and user engagement as well. Initial newsletters can be sent to new subscribers or customers, welcoming them to Chicago Dog Walkers and its services. Other important emails would be receipt of payment or automatic cash collection and confirming a customer’s next scheduled walk. Each time a new blog entry is posted is also a good time to inform customers of pertinent or interesting content. Marc’s passion for rescues and involvement in the community is a great topic for a newsletter as well; a summary or link to a new story/ news article or featured dog up for adoption might interest subscribers. Personalized messages can also be sent out for pet and/or owner’s birthdays or anniversary with Chicago Dog Walkers. Any of these emails can include links to Chicago Dog

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Walkers’ social media profiles or share content, include promotions or request feedback on services. Chicago Dog Walkers would benefit greatly from email marketing and newsletters. MailChimp is a service that can create emails for the company to send to customers at set times. MailChimp offers pre-designed email templates that are mobile-optimized as well. Integration with Facebook and WordPress make it easy to embed signup forms and build a list of subscribers. MailChimp can track stats with and also be linked to a Google analytics account. It is easy to email across social networks by connecting MailChimp to Twitter and Facebook accounts to automatically post on those networks or place Tweet, Like, Share and other buttons in campaigns. The service allows automated one-to-one emails that improve customer experience by sending helpful info about recent signup, payment collection, welcome new subscribers, send reminders and confirmations, or even birthday wishes. MailChimp has the ability to create subscriber profiles, make notes and segment.

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Channel Strategy:

Facebook

Two-three weekly Facebook posts ● Post about relevant news and articles related to industry ● Post updates and photos of new clients ● Post engaging questions or comments for followers to respond to Photo Contest ● Hold a themed contest in which followers can upload a photo of their dog and/or vote on the their favorite submission. ○ The photo with the most likes can get rewarded. ● Can be integrated with Twitter and/or Instagram

Twitter

Two-three weekly tweets ● Tweet about relevant news and articles related to the industry ● Tweet photos and updates of new and existing clients ○ Photos of dogs on walks, rescued dogs, or other themes. ● Post engaging questions and comments that spark conversation. Photo Contest ● Hold a themed contest in which followers can upload a photo of their dog and/or vote on the their favorite submission. ○ The photo with the most likes can get rewarded. ● Can be integrated with Facebook and/or Instagram

Instagram

Create an Instagram Account ● The walkers and target market of Chicago Dog Walkers seem like perfect candidates to engage with using Instagram. Post photos of clients on weekly basis ● Clients would like to see pictures of their dogs featured on the website or social media channels. Hold Photo Contests ● Hold a themed contest in which followers can upload a photo of their dog and/or vote on the their favorite submission. ○ The photo with the most likes can get rewarded. ● Can be integrated with Facebook and/or Twitter

Yelp

Consistent Monitoring ● Chicago Dog Walkers’ Yelp reviews are one of the strongest aspects of the company, as there are so many that are very good. ● At the moment, the company does a great job of responding to comments, both good and bad. Chicago Dog Walkers should continue to do this, because it will allow the company to seem more genuine to the general public.

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Implementation and Tactics

Immediate Action: ● The first tactics to be implemented are social media related. Creating a Hootsuite account is free and will help better manage existing social media accounts. An Instagram account is also free to create. Both Hootsuite and Instagram accounts can be created immediately. January 2014 Action: ● The next step is to implement email marketing. If done in January, Chicago Dog Walkers has a month to set up the account and format a newsletter. The new year can be a great starting point and topic for the first newsletter. February 2014 Action: ● The suggested start date for implementing Google Analytics is February. In that time the website will have been improved and Chicago Dog Walkers can begin tracking updated data. ● February is also the suggested start date for an intern to handle social media and minor administrative duties. This allows time for an application and interviewing process. A new intern may be necessary each college semester.

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April 2014 Action: ● The final tactic to be implemented is Google AdWords. If begun in April, AdWords will help supplement Chicago Dog Walkers’ efforts to meet set objectives.

Budget Breakdown We decided to use the budget of $5,000 in a way that would benefit the Chicago Dog Walkers. Something crucial, which is missing from the Chicago Dog Walkers, is having an email marketing in place. In order boost sales, increase profits, and expand the business, implementing some form of email marketing is encouraged. According to MailChimp’s website, the cost for sending an unlimited amount of emails to up to 1,000 subscribers will cost the Chicago Dog Walkers $15 a month which equals out to $180 per year. Since Marc is thinking about letting Matt go, Marc would want to hire an intern. An intern for his social media would be a great recommendation because the student would use this internship for his or her credit and would get paid a stipend of $500 per semester. This would be a smart financial move on the Chicago Dog Walkers, as it would be saving $11,000 per one fiscal year. The marketing intern would be in charge of YouTube, Twitter, Facebook, and possibly Instagram. With the intern, he or she could use Hootsuite which is completely free to schedule Tweets and Facebook posts on behalf of the Chicago Dog Walkers. Also by creating a promotional video of the Chicago Dog Walkers, this will allow future customers to see what the company is all about.

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Having an intern would make most sense to have the Chicago Dog Walkers start with. We say this because the intern will be in charge of all the social media websites that the company has, so Facebook, Twitter, and YouTube. In addition to the social media websites, the intern would be in charge or would help out with the email marketing. Once the marketing intern is in place, we would recommend that the Chicago Dog Walkers to spend no more than $1,500 on AdWords and creating a promotional video for the company. Overall, the primary channel should be focused on hiring an intern who would be in charge of social media and email marketing.

Budget Breakdown

SERVICE

PER MONTH

MailChimp Hootsuite

YEARLY

$15 FREE

$180 FREE

Marketing Intern (per semester)

-

$1,000

Google AdWords

-

$1,500

Promotional Video

-

$500 - $800

Total

$3,180 - $3,489

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Evaluation Plan Marketing Objective One: Maximizing New Website Creation: 1. Implement and effectively manage Google AdWords and Google Analytics a. Because Chicago Dog Walkers will be new to both Google AdWords and Google Analytics, there should be no expectations in terms of data for the first few months. i.

Chicago Dog Walkers should wait about five months or so to evaluate how well Google AdWords is resulting in terms of business and traffic to the website. 1. By looking under the Acquisitions tab, the company should be able to see directly how much traffic and conversions it’s paid advertising is pulling in.

ii.

Chicago Dog Walkers should focus on making sure the Google Analytics account is set up correctly, and getting comfortable with the program before making any major decisions. By waiting a few weeks to see if data begins to pull in, and understanding the data is an important first step.

b. A quick way to determine if the company is seeing a return on investment from the AdWords ads, is by comparing how much business is being brought in in comparison to how much money is being put into AdWords.

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2. Reduce bounce rate on website to less than 60% by the close of 2014. a. Chicago Dog Walkers will not be able to evaluate bounce rate until Google Analytics is implemented, and has began to pull in data. i.

After 6-8 weeks of data being pulled, Chicago Dog Walkers should have enough data so that it can start to evaluate the website’s bounce rate percentage. In terms of evaluation, Chicago Dog Walkers should evaluate the bounce rate a on bi-monthly basis, taking note of how it fluctuates.

ii.

Depending on what the bounce rate turns out to be within the first few weeks of implementing Google Analytics, will factor in how the company should work to lower the bounce rate.

3. Generate more unique visitors per month. a. Like the first objectives, this one also cannot be evaluated until there has been consistent data being collected in Google Analytics. After about 6-8 weeks of consistent data, Chicago Dog Walkers can then start evaluating how much traffic is going to the website. i.

Without any prior knowledge or statistics on website traffic, it is difficult to put a set goal for evaluation. With that being said, Chicago Dog Walkers can start off by trying to improve upon the website’s new visitor traffic by about 10% bi-monthly.

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Marketing Objective Two: Improve Social Media Presence 1. Raise brand awareness on social media platforms 20% throughout next year. a. To make sure that Chicago Dog Walkers’ social media awareness is increasing by 20% by the end of 2014, it can evaluate its success by making sure that it’s social media post views and likes are increasing by 1.7% each month. b. Using the Chicago Dog Walkers Facebook page, Chicago Dog Walkers can view how many people view each post as well as how many people like each post. It can use these numbers to evaluate an increase or decrease in social media awareness. c. Examining the number of retweets as well as likes on its Instagram account is also a way to evaluate the increase or decrease in the awareness in its social media platforms throughout the 2014 year and in years to come. 2. Increase Twitter followers to 1,000 and Facebook likes to 1,200. a. To evaluate the increase in followers on the Chicago Dog Walkers Facebook page, it should see an increase of about 16 - 17 followers per month throughout 2014. b. To evaluate the increase in followers on the Chicago Dog Walkers Twitter page, it should see an increase of about 12 - 13 followers per month throughout 2014. 3. Maintain good customer relations via Yelp. a. Evaluating reviews on Yelp and maintaining good customer relationships can be done by checking Yelp once a week for new reviews. Chicago Dog Walkers can maintain good relations by responding to bad reviews to reassure customers of its quality services.

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Marketing Objective Three: Improve Monetary Performance 1. Increase net revenue 5% by 2015 a. In order to see if Chicago Dog Walkers is close to reaching the goal of increasing the next revenue by 5%, Chicago Dog Walkers should check its budget. i.

The company can check on how much they have spent quarterly

ii.

The value the 5% increase in net revenues by 2015, the Chicago Dog Walkers should see their net revenue go up 1.25% per quarter.

Marketing Objective Four: Implement Email Marketing Strategy 1. Construct a monthly e-newsletter about company and customer updates. a. Measuring the effectiveness of an email campaign is easily done through the email service provider. MailChimp has a built-in metrics system that records key data points such as open rates, click-through rates, bounces, unsubscribes and conversions. i.

The open rate measures the number of sent emails that are opened and, hopefully, read.

ii.

The click-through rate measures the number of times a link within an email is clicked. These include links to the company website, social media and any others included.

iii.

Bounce rate measures how many messages failed to be delivered because the recipient’s server was unreachable, or if the email was returned for various other reasons.

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iv.

Unsubscribe rate measures how well customer interest is held over the long-run.

v.

The conversion rate measures the number of desired responses to an email. Also known as a response rate, action rate, donation rate, or advocacy rate. Higher conversion rates often lead to more business.

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Contingency Plan Marketing Objective One: Maximizing New Website Creation: 1. Implement and effectively manage Google AdWords and Google Analytics a. If Chicago Dog Walkers is not seeing a solid return on investment from it’s Google AdWords ads, the company has few options: i.

Chicago Dog Walkers can reduce the budget and amount of money that is being put into Google AdWords, and work on improving its SEO and organic search results. 1. The current suggestion is to invest $500-800 into Google AdWords for the 2014 year. If Chicago Dog Walkers does not see much benefit, it can lower the amount of money invested, closer to $500 per year.

ii.

The company can also head back to the drawing board and revamp some of its existing ads. The Google AdWords Help Center has many great resources, including Account Strategists that can aid in developing new ads.

2. Reduce bounce rate on website to less than 60% by the close of 2014. a. Chicago Dog Walkers will be newly implementing Google Analytics, come the new year. And because there is no past data, the company has nothing to reference to, and will instead need to wait for its reports to populate once the tracking code is placed.

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b. If attaining the goal of a bounce rate of 60% or less seems a little too unattainable for the 2014 year, Chicago Dog Walkers should instead just work at reducing the website's bounce rate 2-5% bimonthly. 3. Generate more unique visitors per month. a. Like the first two points, it is difficult to develop a contingency plan when there is no past data to evaluate. Chicago Dog Walkers will need to properly implement Google Analytics, and evaluate the traffic data as it gets collected. i.

Evaluating website traffic is an ongoing process, and because there is no set timeframe, Chicago Dog Walkers should evaluate the traffic reports, and implement some of the suggestions found in the strategy section in order to consistently bring in more new visitors.

Marketing Objective Two: Improve Social Media Presence 1. Raise brand awareness on social media platforms 20% throughout next year. a. If attaining the goal of increasing awareness through social media platforms by 20% seems unattainable, Chicago Dog Walkers can decrease its yearly goal to 15%. 2. Increase Twitter followers to 1,000 and Facebook likes to 1,200. a. If Twitter and Facebook followers to 1,000 and 1,2000 is not attainable by the end of 2014 Chicago Dog Walkers should decrease its goal of to a more manageable goal of 950 followers on Twitter and 1,100 for Facebook.

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b. Increasing followers for both social media sites, Chicago Dog Walkers can also add more engaging posts per day as well as promoting it’s social media sites with all of it’s customers. 3. Maintain good customer relations via Yelp. a. If customer reviews become unfavorable in the future, Chicago Dog Walkers should still continue to reply to all written reviews.

Marketing Objective Three: Improve Monetary Performance 1. Increase net revenue 5% by 2015 a. If the net revenue is not met by 2015, then Chicago Dog Walkers should reevaluate its goal a 5% increase in revenue. i.

A more attainable goal in this time frame, might be a 3% increase in revenue by 2015.

ii.

If the Chicago Dog Walkers wants to keep the 5% increase in its net revenue, the company can extend the year to 2016, making the company’s goal more attainable.

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Marketing Objective Four: Implement Email Marketing Strategy 1. Construct a monthly e-newsletter about company and customer updates. a. If the desired results of increased revenue, customer interaction and brand image are not met, Chicago Dog Walkers can alter the frequency of newsletters accordingly. b. If MailChimp is too complicated, does not meet the company’s needs, or is not priced to satisfaction then Chicago Dog Walkers could try another service such as Constant Contact.

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Conclusion Chicago Dog Walkers is a dog walking service that provides one-on-one service and attention to each dog they walk. Chicago Dog Walkers has created a business that sets itself apart from other dog walking companies in Chicago, because of this tenant of individual attention that the company follows. With the objectives and strategies suggested throughout this report , there are plenty of opportunities for growth within its sales as well as its online channels. Chicago Dog Walkers offers a high-quality service with supreme attention to each and every dog they walk. Given new implementations throughout its digital channels, Chicago Dog Walkers will have a competitive advantage to the other dog walking companies throughout the city of Chicago.

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Works Cited Constantinides, Margarita, and Brian Gregg. "HBR Blog Network." Harvard Business Review. N.p., n.d. Web. 14 Oct. 2013. "Cook County Pet Laws." Chicago Veterinary Hospital Emergency Vet Metropolitan Veterinary Center. Metro Verterinary Center, n.d. Web. 13 Oct. 2013. Martar, Joe. "6 Essential Benefits of Email Marketing." Fusionfarm 6 Essential Benefits of Email Marketing Comments. FusionFarm, 20 Feb. 2013. Web. 21 Nov. 2013. "Navigation." Illinois Consolidated Dog Laws. Animal Law Center, n.d. Web. 13 Oct. 2013. "Pet Industry Market Size & Ownership Statistics." Pet Industry Market Size & Ownership Statistics. American Pet Products Association, n.d. Web. 13 Oct. 2013. " US Census Bureau." US Census Bureau. Http://www.census.gov/, n.d. Web. 13 Oct. 2013. Yarrow, Kit. "Business & Money." Business Money Millions on Pet Halloween Costumes Why We Spend More and More on Pets Comments. Time, 4 Oct. 2012. Web. 13 Oct. 2013.

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Appendix

CHICAGO DOG WALKERS DATE: SEPTEMBER 5, 2013 TIME: 7:30PM LOCATION: IC 1ST FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Today’s objective is to investigate Chicago Dog Walkers’ website and online presence. We will generate ideas for the project and think of questions for Marc. ACTION ITEM REVIEW Kelly 1. Individual brainstorming- complete. Steven 1. Individual brainstorming- complete. Andrew 1. Individual brainstorming- complete. Jonathan 1. Individual brainstorming- complete. SCHEDULE REVIEW First group meeting Work Completed · Brainstorming and investigation of Chicago Dog Walkers’ online presence. Planned Work for the Next Two Weeks · Divide Part 1 among group members · Think about meeting with Marc NEW ACTION ITEMS · Think of materials needed from Marc · Assign group members roles and duties

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CHICAGO DOG WALKERS DATE: SEPTEMBER 9, 2013 TIME: 3:30PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES The objective is to discuss planning our first meeting with Marc and prepare for meeting with Professor Barnes. ACTION ITEM REVIEW Kelly Ahlman 1. Discuss ideas for moving forward with project – in progress. 2. Outline availability for client meeting - complete. Steven Cha 1. Outline availability for client meeting - complete. 2. Create Google doc of questions for Marc - in progress. Andrew Fenske 1. Tell group about email to Marc - complete. 2. Outline availability for client meeting - complete. Jonathan Taggart 1. Outline availability for client meeting – complete. 2. Contribute to questions for Marc – complete. SCHEDULE REVIEW Group is taking steps to set up first meeting with client and move forward with the assignment. Communication with client, or lack thereof, between group members or with client could affect the schedule. Work Completed · Set up weekly meeting time and place · Availabilities for client meeting · Google doc group for compiling work Planned Work for the Next Two Weeks · Meet with Professor Barnes · Meet with client NEW ACTION ITEMS · Draft email for Marc – Andrew, by Wednesday. · Create and fill in Google Docs for Agenda and Meeting questions – Group, by Friday.

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CHICAGO DOG WALKERS DATE: SEPTEMBER 16, 2013 TIME: 3:30PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: ANDREW FENSKE MEETING OBJECTIVES We will be setting up an agenda for our initial meeting with Marc. Once we have confirmation from him, we will be sending him the agenda. ACTION ITEM REVIEW In the meeting the first item on the agenda was to review the action items from previous meetings. Copy the action items section from the meeting agenda and add a short one sentence status to each item. The status should be on the same line as the action item, but separated with a dash and italicized. Kelly Ahlman 1. Compile the questions that we came up with for our initial meeting with Marc. -Approved by S. Barnes Steven Cha 1. Compile the questions that we came up with for our initial meeting with Marc. -Approved by S. Barnes Andrew Fenske 1. Email Marc to set up initial meeting- Pending Confirmation Email 2. Compile the questions that we came up with for our initial meeting with Marc. -Approved by S. Barnes Jonathan Taggart 1. Compile the questions that we came up with for our initial meeting with Marc. -Approved by S. Barnes SCHEDULE REVIEW As of now, our group has come up with some questions and comments for our initial meeting with Marc, but we are still waiting on a confirmation from him. Work Completed · Andrew contacted Marc to set up initial meeting · Updated the agendas and minutes for the past meetings; all are up to date. Planned Work for the Next Two Weeks · Come up with a detailed agenda for our initial meeting with Marc.

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· Andrew will send Marc a reminder email, stating that we would like some confirmation from him by Wednesday 9/18

NEW ACTION ITEMS · List all new action items assigned during the meeting. Be sure that all action items are clearly defined, assigned to someone, include due dates. · Andrew Fenske: Send a reminder email to Marc, asking him to respond by Wednesday (9/18) · Steven Cha: Get the agenda for our 4th group meeting set up accurately.

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CHICAGO DOG WALKERS DATE: SEPTEMBER 30, 2013 TIME: 3:00PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES The objective of this meeting is to go over what we talked about with Marc of Chicago Dog Walkers during our meeting with him. After discussing the meeting, we will then start working on a situation analysis and marketing objectives for the company for our assignment that is due on October 14. ACTION ITEM REVIEW Kelly Ahlman 1. Review and discuss notes from client meeting - complete. Andrew Fenske 1. Review and discuss notes from client meeting - complete. Jonathan Taggart 1. Review and discuss notes from client meeting - complete. 2. Upload agenda and minutes from Meeting #2 - complete. Stephen Cha 1. Discuss information obtained by group meeting with Marc and clarify any questions complete. 2. Show updated agenda and minutes in Google Docs – correct format needed. SCHEDULE REVIEW Group is on track to complete Part 1 of the assignment. A meeting with Professor Barnes is necessary in the coming week. No foreseeable obstacles. Work Completed · Reviewed meeting with Marc · Assigned tasks to each group member · Changed meeting time due to break · Began work on individual tasks Planned Work for the Next Two Weeks · Meet with Professor Barnes for progress update · Complete Part 1 of project NEW ACTION ITEMS · Industry Analysis and Competitive Matrix – Andrew, by Oct. 13.

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· · ·

Internal/Client Analysis and SWOT – Kelly, by Oct. 13. External Forces and Digital Marketing Audit – Steven, by Oct. 13. Marketing Objectives and 1-page Overview – Jonathan, by Oct. 13.

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CHICAGO DOG WALKERS DATE: OCTOBER 13, 2013 TIME: 7:00PM LOCATION: IC 1ST FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES The meeting objective for next week is to finish up our group project, and create the PPT slides. Also our meeting objective for next week is to work together to create a presentation for the class on that following Monday. ACTION ITEM REVIEW Kelly Ahlman 1. Internal/Client Analysis - complete. 2. SWOT - complete. Andrew Fenske 1. Industry Analysis - complete. 2. Competitive Matrix - complete. Jonathan Taggart 1. Marketing Objectives - complete. 2. One Page list of Strategies - complete. Stephen Cha 1. External Forces (PESTE) - complete. 2. Digital Marketing Audit – complete. SCHEDULE REVIEW Group has completed Part 1. Will meet with professor to review comments on written plan. We will set up another meeting with Marc in the next week. Work Completed · Part 1 of the Semester Project. Planned Work for the Next Two Weeks · Meet with Professor Barnes after receiving notes on Part 1. · Set up a meeting with Marc NEW ACTION ITEMS · Prepare for presentation to class

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CHICAGO DOG WALKERS DATE: OCTOBER 14, 2013 TIME: 7:00PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES The purpose of this meeting is to get everything polished up for our part one submittal. ACTION ITEM REVIEW Kelly Ahlman 1. Create Powerpoint - complete. 2. Proofread written work for Part 1 - complete. Andrew Fenske 1. Review written work for Part 1 - complete. Jonathan Taggart 1. Write Minutes for the week - complete. 2. Write Marketing Objectives Slide - complete. Stephen Cha 1. Proofread written work for Part 1 - complete. 2. Technology slide for Powerpoint - complete. SCHEDULE REVIEW Group has completed Part 1. Will meet with professor to review comments on written plan. We will set up another meeting with Marc in the next week. Work Completed · Part 1 of the Semester Project. Planned Work for the Next Two Weeks · Meet with Professor Barnes after receiving notes on Part 1. · Set up a meeting with Marc NEW ACTION ITEMS · Review Part 1 notes.

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CHICAGO DOG WALKERS DATE: OCTOBER 21, 2013 TIME: 3:15PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Our objective for today is to review the comments Professor Barnes has made on our Part 1 assignment. ACTION ITEM REVIEW Kelly 1. Polish up Part one- in progress. Steven 1. Polish up part one - in progress. Andrew 1. Polish up part one- in progress. Jonathan 1. Polish up part one - in progress. SCHEDULE REVIEW Finish fixing the grammatical mistakes and sentence structure Work Completed · Part 1 of the Semester Project. Planned Work for the Next Two Weeks · Conclude editing on Part 1. · Set up a meeting with Marc NEW ACTION ITEMS · Contact Marc about conference call and begin work on Part 2.

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CHICAGO DOG WALKERS DATE: OCTOBER 28, 2013 TIME: 3:15PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Today’s objective is to begin thinking about Part 2 of the project and draft an email to Marc. ACTION ITEM REVIEW Kelly 1. Make corrections in Part 1- complete. Steven 1. Fix PESTE- complete. Andrew 1. Email Marc- complete. Jonathan 1. Proofread- complete. SCHEDULE REVIEW Concluded work on Part 1. Contacted Marc. Begin planning Part 2. Work Completed · Editing Part 1 of the Semester Project. · Email Marc. Planned Work for the Next Two Weeks · Meet with Marc · Progress with individual assignments NEW ACTION ITEMS · Meet with Marc and professor Barnes about Part 2. · Divide Part 2 up between group members.

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CHICAGO DOG WALKERS DATE: NOVEMBER 4, 2013 TIME: 3:20PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Today’s objective is to review the conference call with Marc and assign each member work for Part 2. ACTION ITEM REVIEW Kelly 1. Discuss Meeting with Marc- complete. 2. Objective 2- in progress. Steven 1. Ask questions about meeting- complete. 2. Objective 3- in progress. Andrew 1. Ask questions about meeting- complete. 2. Objective 1- in progress. Jonathan 1. Discuss meeting with Marc- complete. 2. Objective 4- in progress. SCHEDULE REVIEW Conference call with Marc. Work Completed · Conference call with Marc and Professor Barnes. · Divided Part 2 among group members. Planned Work for the Next Two Weeks · Work on Part 2 · Have Part 2 looked over by Professor Barnes NEW ACTION ITEMS · Work on Part 2. · Email work in progress to Professor Barnes.

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CHICAGO DOG WALKERS DATE: NOVEMBER 11, 2013 TIME: 3:20PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Today’s objective is to review the conference call with Marc and assign each member work for Part 2. ACTION ITEM REVIEW Kelly 1. Objective 2- in progress. Steven 2. Objective 3- in progress. Andrew 1. Objective 1- in progress. Jonathan 1. Objective 4- in progress. SCHEDULE REVIEW Work on Part 2 to send to Sarah for review Work Completed · Work on Part 2 Planned Work for the Next Two Weeks · Work on Part 2 · Have Part 2 looked over by Professor Barnes NEW ACTION ITEMS · Work on objectives and assignments given and work on the PowerPoint on Google doc

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CHICAGO DOG WALKERS DATE: NOVEMBER 18, 2013 TIME: 3:15PM LOCATION: CORBOY 7TH FLOOR MINUTES AUTHOR: JONATHAN TAGGART MEETING OBJECTIVES Format Part 2 to send to Sarah for review ACTION ITEM REVIEW Andrew Fenske 1. Work on objective 1 and media channels - complete Kelly Ahlman 1. Work on objective 2 and conclusion - complete Jonathan Taggart 1. Work on objective 4 and implementation/GANTT Chart - in progress Steven Cha 1. Work on objective 3 and Financial Review - complete SCHEDULE REVIEW Work on Part 2 to send to Sarah for review Work Completed · Part 2 Planned Work for the Next Two Weeks · Review Sarah’s notes and revise · Prepare presentation NEW ACTION ITEMS · Email work in progress to Professor Barnes.

Meeting Agenda

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Chicago Dog Walkers Date: September 5, 2013 Time: 7:30pm Location: IC Chair: Kelly Ahlman Meeting Agenda: Chicago Dog Walkers Meeting Objectives The objective of this meeting is to go over the strengths and weaknesses of Chicago Dog Walkers, talk of strategy and establish a meeting time with the professor for next week. We will also discuss what questions we will ask our client and when we will meet with them. Action Item Review- 20 minutes Kelly Ahlman 1. Talked about what was found on website, facebook and twitter search for the client. Steve Cha 1. Talked about what was found on website, facebook and twitter search for the client. Andrew Fenske 1. Talked about what was found on website, facebook and twitter search for the client. Jonathan Taggart 1. Talked about what was found on website, facebook and twitter search for the client.

Schedule Review- 40 Minutes ● ● ● ●

Went over clients website, facebook and twitter accounts had to offer and what they needed. Discussed ideas for digital marketing strategy from what was found online. Discussed questions for Marc. Scheduled meeting times for the rest of the semester; Monday’s at 3:00 p.m.

New Action Items- 5 Minutes Schedule a meeting/video call with Mark within the next few weeks and talk with Sarah after class on Monday to help plan a meeting with Mark. Everyone will begin planning and distributing materials for part 1 of project that is due on October 14. Andrew will brainstorm some Google AdWords account optimization and everyone will ad to the strategy idea google document until the next meeting.

MEETING AGENDA CHICAGO DOG WALKERS

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DATE: SEPTEMBER 9, 2013 TIME: 3:30PM LOCATION: CORBOY 7TH FLOOR CHAIR: JONATHAN TAGGART MEETING OBJECTIVES The objective is to discuss planning our first meeting with Marc and prepare for meeting with Professor Barnes. ACTION ITEM REVIEW Kelly Ahlman 1. Discuss ideas for moving forward. 2. Outline availability for client meeting. Steven Cha 1. Outline availability for client meeting. 2. Create Google Doc of questions for Marc Andrew Fenske 1. Inform group of intent to contact Marc after class. 2. Outline availability for client meeting. Jonathan Taggart 1. Outline availability for client meeting. 2. Contribute to questions for Marc

SCHEDULE REVIEW · Brainstormed ideas for Client- complete · Planned meeting with Professor Barnes- complete · Discussed group availability- complete · Prepare for first meeting with client- in progress · Updated agendas and minutes- in progress · Updated Google docs- in progress · Draft email for Marc- to be assigned · Assign consistent minute and agenda authors- to be assigned · Get feedback from Professor Barnes after class

NEW ACTION ITEMS 5 minutes Andrew will draft email for Marc and post to Google Drive for group to proofread by Wednesday. Group will get feedback from Professor Barnes on regular basis. Compile agenda and list of questions for Marc. Minutes and meeting agenda authors will be assigned next meeting.

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MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS

DATE: TIME: LOCATION: CHAIR:

SEPTEMBER 16, 2013

3:20PM TH CORBOY 7 FLOOR STEVEN CHA

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MEETING OBJECTIVES Our meeting objective today is to cover the agenda and minutes for the meeting Marc. Once the agenda is complete, we will send it over to Marc. In addition to creating an agenda, we will assign tasks such as minutes and agendas to the appropriate team member.

ACTION ITEM REVIEW Andrew Fenske 1. Contact Marc and ask to set up an interview Kelly Ahlman 1. Asked Questions Jonathan Taggart 1. Asked Questions Steven Cha 1. Upload agendas and minutes onto Google doc. SCHEDULE REVIEW · Andrew contacted Marc (Marc has yet to reply) · Steven uploaded the agendas and minutes (needs to follow template) NEW ACTION ITEMS Andrew will contact Marc one more time, asking him to contact us by the close of business day Wednesday - Agenda’s will be done by Steven - Minutes will be done by Jonathan Meeting Agenda Chicago Dog Walkers Date: Time: Location: Chair:

September 30, 2013 3:00pm Corboy 6th Floor Kelly Ahlman

Meeting Objectives

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The objective of this meeting is to go over what we talked about with Marc of Chicago Dog Walkers during our meeting with him. After discussing the meeting, we will then start working on a situation analysis and marketing objectives for the company for our assignment that is due on October 14. Action Item Review Kelly Ahlman 1. Go through and discuss her notes that were taken during the meeting with Marc. Andrew Fenske 1. Go through and discuss his notes that were taken during the meeting with Marc. Jonathan Taggart 1. Go through and discuss his notes that were taken during the meeting with Marc. 2. Show updated minutes/agendas on Google Docs. Steve Cha 1. Discuss group members notes from the meeting with Marc and ask any questions about the meeting. 2. Show updated Meeting Minutes/Agenda on Google Docs.

Schedule Review ● ●

Discuss and create the situation analysis for Chicago Dog Walkers for Part 1 of project. Discuss possible marketing objectives for Chicago Dog Walkers for Part 1 of project.

New Action Items Schedule a group meeting with Professor Barnes to touch base and ask questions about the project. Everyone will begin planning and distributing materials for part 1 of project that is due on October 14.

CHICAGO DOG WALKER DATE: OCTOBER 13, 2013 TIME: 7PM LOCATION: IC – FIRST FLOOR CHAIR: STEVEN CHA MEETING OBJECTIVES The meeting objective for next week is to finish up our group project, and create the PPT slides. Also our meeting objective for next week is to work together to create a presentation for the class on that following Monday. ACTION ITEM REVIEW

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Andrew 1. Work on Industry Analysis 2. Work on Competitive Matrix Jon 1. Create the Marketing Objectives 2. Type up a one page list on what our group is planning on doing Kelly 1. Create Internal/ Client Analysis 2. Create a SWOT Steven 1. Work on the External Forces (PESTE) 2. Create a Digital Marketing Audit SCHEDULE REVIEW ● ● ●

Discuss and create the situation analysis for Chicago Dog Walkers for Part 1 of project. Discuss possible marketing objectives for Chicago Dog Walkers for Part 1 of project. Meet with Professor Barnes next week

NEW ACTION ITEMS - Everyone’s part should be due on Sunday before we meet (October 13, 2013 at 7pm)

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS DATE: 10/14/2013 TIME: 3:00PM TH LOCATION: 7 FLOOR CORBOY CHAIR: STEVEN CHA MEETING OBJECTIVES The purpose of this meeting is to get everything polished up for our part one submittal.

ACTION ITEM REVIEW

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Jon 1. Create the minutes for this week Andrew 1. Review some of the submittals and print. Kelly 1. Put the power point together Steven 1. Review the submittal and put technology section into the powerpoint slide SCHEDULE REVIEW · Completed the first submittal · Talk about what Professor Barnes told us to work on · Polish the document up for the second submittal. NEW ACTION ITEMS None for today

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS DATE: OCTOBER 21, 2013 TIME: 3:15PM LOCATION: 7TH FLOOR CORBOY CHAIR: STEVEN CHA MEETING OBJECTIVES Our objective for today is to review the comments Professor Barnes has made on our Part 1 assingment. ACTION ITEM REVIEW Kelly

82 1. Polish up part one 2. Review grammatical mistakes Steven 1. Polish up part one 2. Review structure mistakes Andrew 1. Polish up part one 2. Look at the overall comments and see what we can do fix it Jonathan 1. Polish up part one SCHEDULE REVIEW · Finish fixing the grammatical mistakes and sentence structure. Review Professor Barnes comment and see how we can make it better for our second submittal. NEW ACTION ITEMS * Polish up the entire part one and get ready to work on the following week.

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS DATE: OCTOBER 28, 2013 TIME: 3:30PM LOCATION: 7TH FLOOR, CORBOY CHAIR: STEVEN CHA MEETING OBJECTIVES Overall purpose of this meeting is to go over the part one together with everything polished up. ACTION ITEM REVIEW Steven Cha 1. Work on the PESTE Section Andrew

83 1. Email Marc Jonathan 1. Fix up his section Kelly 1. Make corrections SCHEDULE REVIEW · Work Completed · Planned Work for next two weeks

NEW ACTION ITEMS 5 minutes Everyone should have their action items completed by November 4th, 2013. Should a member need help, they should let the team know, no later than October 31st.

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS

DATE: TIME: LOCATION: CHAIR:

NOVEMBER 11, 2013 3:20PM TH CORBOY 7 FLOOR STEVEN CHA

MEETING OBJECTIVES Our meeting objective for today is to complete all or most of the objectives for part two and make sure it will be ready to go for our presentation,

ACTION ITEM REVIEW Andrew Fenske 1. Work on objective 1 Kelly Ahlman 1. Work on objective 2

84 Jonathan Taggart 1. Work on objective 4 Steven Cha 1. Work on objective 3 SCHEDULE REVIEW · Everyone is still working on their part complete it by this Friday.

NEW ACTION ITEMS - Work on objectives and assignments given and it shall be be completed by this upcoming Friday.

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS

DATE: TIME: LOCATION: CHAIR:

NOVEMBER 18, 2013 3:15PM TH CORBOY 7 FLOOR STEVEN CHA

MEETING OBJECTIVES Our meeting objective discuss what we have completed so far, and see what we can add onto each others objectives. In addition, we are going to split up more work between the four of us. ACTION ITEM REVIEW Andrew Fenske 1. Work on objective 1 and media channels Kelly Ahlman 1. Work on objective 2 and conclusion Jonathan Taggart 1. Work on objective 4 and implementation/GANTT Chart

85 Steven Cha 1. Work on objective 3 and Financial Review SCHEDULE REVIEW · Everyone is still working on their part complete it by this Friday, so we can have it turned it into Professor Barnes

NEW ACTION ITEMS - Work on objectives and assignments given and work on power point on google doc.

MEETING AGENDA TEMPLATE CHICAGO DOG WALKERS DATE: NOVEMBER 25, 2013 TIME: 2:30PM LOCATION: CORBOY 7TH FLOOR CHAIR: STEVEN CHA MEETING OBJECTIVES Combining part one and part two together and finalizing the project. Also we are going to review the the final paper and make sure it is acceptable for Marc and Professor Barnes. ACTION ITEM REVIEW Steven Cha 1. Work on Evaluation and Contingency plan 2. Proof read 3. Put up all the meeting agendas on the final report Andrew 1. Work on Evaluation and Contingency plan 2. Proof read 3. Bind the final product for Professor Barnes & Marc Jonathan 1. Work on Evaluation and Contingency plan 2. Proof read 3. Put up all the meeting minutes on the final report Kelly

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Work on Evaluation and Contingency plan Proof read Power Point

SCHEDULE REVIEW - Have the power point completed and get ready to present on Monday NEW ACTION ITEMS

Finish powerpoint section over break, and make sure it is all complete by Saturday November 30th at 3:00pm. Make sure to dress business casual for the presentation on Monday.