lauren dizazzoamanda grossomichelle thaiean williams

situational analysis
locally based company product sold at on out of home business all organic- human grade

Audreys Newbury $15 a bag

COMPETITION

indirect cheaper easier accessibility

direct treat boutique more of an experience

about the brand

BAKED BY ALTHEA JANE

created started in november 2010 founder lara frances merin named the doggie treat company after her dog Althea Jane
began as a way to feed her dog during a snow storm currently treats: matzo ball soup pupporini pizza blueburry pancakes and bacon pumpkin pie

local handmade humangrade

swot
STRENGTHS
local startup personable CEO large target market expanding avor offerings

swot
WEAKNESSES
high price slow turnover no hard news limited resources not available nationally

swot
OPPORTUNITIES
vast target market capitalize on growing trend involvement with local community various partnerships with local dog stores

swot
THREATS
economy little press coverage heavily saturated market more affordable treats offered

her goals
LONG TERM
to sell company - Stoneyeld Farms (1st choice buyer)

SHORT TERM
various community events a mix of press (mainly print & online) unify & maintain continuity of Baked by Althea Jane brand image

long term
COINCIDING QUALITIES
healthy food, healthy people, health planet inherent in Baked by Althea Jane DNA integration of amongst social media mix to be continued

short term

VARIOUS COMMUNITY EVENTS

trunk show & run with your dog training session

short term

MIX OF PRESS

her goals
UNITY
messages printed materials media outlets approached event theme & presentation miscellaneous outreach

audit

MARCH 3RD 2011

althea jane (dog) feature

The Daily Puppy

audit

APRIL 24TH 2011

althea jane (dog) feature

Boston Zest

audit

DECEMBER 20TH 2011

Your Town Beacon Hill

baked by althea jane feature

target audience
one two

FOUR MAIN TARGETS

eco-friendly dog owners & pet lovers

local community & pet stores

various news outlets

three

online pet community

four

our goals & objectives

GOALS
generate brand awareness generate positive WOM (word of mouth) connect with the local community create appeal to larger companies/possible investors (ie. Stonyeld, Clif Bar & Company , etc.)

our goals & objectives

OBJECTIVES
Secure Althea Jane press coverage, specically in local publications considering her company thrives off of the local community. Establish a relationship between our client and local Boston journalists. Plan promotional events, targeting our set target audience Create promo materials Position company towards investors and possible buyers

tactics
COMMUNITY
plan and execute local events

Eco Savvy Doggie Party Welcome to Back Bay & Puppy Ice Cream Social

tactics

PRESS
pitch to local publications

pitch example

pitch example

evaluation

OVERALL GOALS

various community events implemented a mix of press gained

Not Met

Met future plans brand unity & in

CONTRIBUTING FACTORS
lack of newsworthiness issues with events partners

evaluation
SUCCESSES
capturing attention of two reporters for possible future stories

Building Interest

RECOMMENDATIONS
position Laura Merin as go-to expert on dog ownership pursue reporters writing about dog ownership trends

future pr outreach
PITCH ONE
5 Most Dog-Friendly Places in Boston

Angle

Media Outlet Boston.coms Pets section

Kristi Palma, community producer for Pets section

Reporter Notes

In release, include information about Baked by Althea Jane within main content and boilerplate

future pr outreach
Release:

FOR IMMEDIATE RELEASE Contact: Laura Frances Merin (973) 476-9688 lfmerin@gmail.com

5 Most Dog-Friendly Places in Boston

APRIL 22, 2012 (Boston, MA) Baked by Althea Jane, a Beacon Hill start-up that hand-makes human-grade, organic dog treats, today announced its secret list of the five most dog-friendly stores in Boston.

Charles Street Supply Co. & Hardware: This little hardware store on Charles St. has some of the friendliest staff. Dogs are always welcomed into the store to enjoy treats.

Panicificio: This cute little bistro and bakery in Beacon Hill is known for its affordable food, monster sandwiches, and dog-friendliness.

Beacon Hill Wine & Spirits: This place always seems to know everyone who walks in. This liquor store in Beacon Hill has a friendly staff that offers always offers treats to the dogs that visit.

Wired Puppy: How can a store named Wired Puppy not be dog-friendly? Wired Puppy on Newbury St. allows you to bring your dog in and enjoy a treat while youre waiting for your coffee.

Patagonia: Some of us owners worry about leaving out dogs outside of stores, but thankfully with Patagonia, you never have to. This popular outdoor clothing company understands dogs are a major part of our lives, not just some accessory to be tied up outside. The store allows dogs to wander around on a leash inside, and almost always carries treats for dogs. When its warm outside, Patagonia even has a bowl of water out for our dogs!

About Baked by Althea Jane Baked by Althea Jane is the snarky treat for your barky friend. Made with only the best and most local ingredients available, the Founder Laura Frances Merin bakes all of these sassy snacks in her Beacon Hill kitchen, living up to the human-grade standard. Find out more about Baked by Althea Jane by visiting www.altheajane.com.

###

future pr outreach
PITCH TWO
Importance of Human-Grade Food for Dogs

Angle

Media Outlet Boston.coms Pets section

Kristi Palma, community producer for Pets section

Reporter Notes

In release, cite previous studies and put emphasis on Baked by Althea Janes human-grade dog treats

future events
Front

ECO SAVVY DOGGIE PARTY

Collaborative launch event -- Autonomie Project, another local eco-brand

Details dog treats from Baked by Attendees dogs get to sample 100% organic
Althea Jane and play with Autonomie Projects new dog toy collection
ECO SAVVY DOGGIE PARTY JUNE 17TH 2012

come enjoy fresh local, handmade, humangrade dog treats at the launch of Autonomie Projects new dog toy collection
BROUGHT TO YOU BY

Back

future events

ECO SAVVY DOGGIE PARTY

To build awareness around Baked by Althea Janes dog treats To have at least 50 attendees To get at least two local media hits

Goals & Measurement

Outreach for Fido Loves Jay Stebbins - Writer & Editor

Kristi Palma - community producer for Boston.coms Pets section Roy Greene - Assistant metro editor at Boston.com Joana Kaiser - Boston.com Town correspondent for Beacon Hill & Back Bay

future events
ts! dog trea r F ee

WELCOME TO BACK BAY

Neighborhood event to focus on what Baked by Althea Jane is all about

Details treat avors to attendees and Baked by Althea Jane provides exclusive
hosts a discussion in which she discusses the importance of giving pets healthy, human-grade food
d July 22n stop by bout Come ore a d learn m n Baked by an s ow Boston ne, local, Ja Althea , humangrade e handmad ! ts dog trea e Best, hea Jan ra & Alt Lau

Front
ay Back B e to Welcom

Back

future events

WELCOME TO BACK BAY

To build awareness around Baked by Althea Janes dog treats To build awareness around the importance of organic and all natural products To have at least 50 attendees To get at least two local media hits

Goals & Measurement

Outreach for Fido Loves Jay Stebbins - Writer & Editor

Kristi Palma - community producer for Boston.coms Pets section Roy Greene - Assistant metro editor at Boston.com Joana Kaiser - Boston.com Town correspondent for Beacon Hill & Back Bay

future events

PUPPY ICE CREAM SOCIAL

A social and learning event for attendees to learn the benets of giving ice cream to their dogs. Baked by Althea Janes dog treats will be used as toppings.

Detailsownership is likely to give her Positioning Laura as an expert in dog

press coverage in the long run.

Puppy Ice Cream Social August 22nd @ 3pm

future events

PUPPY ICE CREAM SOCIAL

To position Laura Merin as an expert in dog ownership To build awareness around the importance of ice cream and humangrade treats for dogs To have at least 50 attendees To get at least two local media hits

Goals

Outreach for Fido Loves Jay Stebbins - Writer & Editor

Kristi Palma - community producer for Boston.coms Pets section Roy Greene - Assistant metro editor at Boston.com Joana Kaiser - Boston.com Town correspondent for Beacon Hill & Back Bay

discussion

Questions?

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