Mutts on the Mississippi Marketing Plan Event Date: 09/20/14 Kimberly Rogis Clinton Humane Society March 26,

2014

Table of Contents
Event Overview......3 Marketing Mix...4 Event....4 Price.4 Place4 Promotion...................5 Event Goals and Objectives..6 SWOT Analysis..7 Strengths.7 Weaknesses.7 Opportunities.7 Threats8 Target Markets..9 Positioning Strategy.10 Event Adaptations11 Profit Forecast..12 Event Budget13

Event Overview
Mutts on the Mississippi is the second annual bi-state canine walk/run for the Clinton Humane Society. The Clinton Humane Society is a non-profit organization that exists to give a voice to homeless and suffering animals. As a non-profit animal shelter, the Clinton Humane Society depends on membership dues, donations, fund-raising efforts, and grants to remain in operation. The shelter has worked to fulfill its mission for 72 years, offering a vital community service. In addition to caring for less fortunate animals, the Clinton Humane Society also seeks to educate others about compassionate animal care. Mutts on the Mississippi is one of the largest fundraising events for the Clinton Humane Society and will be held on Saturday, September 20th, 2014. Participants in the event begin the walk/run in Fulton, Illinois and follow the 2-mile course across the Mississippi River into Clinton, Iowa. This event will now include a 5k for race participants and their canine companions. In addition to the race, Mutts on the Mississippi will also provide participants with entertainment and community vendors. This years entertainment will include the Mutt Strut Costume and Trick Contest. The Costume and Trick Contest will be held immediately following the run/walk. After the race, judging and medals will be awarded to race participants. All race participants who finish either event will get an Awesome Finisher medal. The race starts at 9 a.m. and the event runs until 2:30 p.m.

Marketing Mix
Event- Mutts on the Mississippi is the only bi-state canine walk/run in the United States
and is being held on Saturday, September 20th, 2014. The event is open to all participants and their four-legged friends and starts at 9 a.m. and runs until 2:30 p.m. This event offers participants a unique experience by allowing them to walk/run across the Hwy 136 Bridge that connects Illinois to Iowa with their canine companions. Participants start at 13th Avenue and Third Street in Fulton, run past the windmill and then up to Fourth Street before crossing the Iowa 136 Bridge into Clinton. Participants then turn down Roosevelt Street before turning toward Garfield Street. The runners, walkers, and dogs then head to Main Avenue and cross the finish line at Four Square Park. After the race participants are able to explore different community vendors and enter raffles to win prizes. Participants will also have the opportunity to participate in The Mutt Strut Costume and Trick Contest, which will be held immediately following the run/walk. After the race, judging and medals will be awarded to race participants. Everyone who finishes the race will get an Awesome Finisher medal.

Price- The cost of registration prior to Mutts on the Mississippi is $25 for an individual,
$30 per couple, $50 for a family of up to four, and $125 for a corporate team of up to ten. The cost of registration on the day of the event will be $30 for an individual, $35 per couple, $55 for a family of up to four, and $130 for a corporate team of up to ten. The variation in price is appropriate in attracting different demographics of participants. Participants will be able to buy tickets for event registration online or at starting line the day of the event. Cash, check, and credit cards are an acceptable form of payment and additional donations will also be accepted. The prices listed above reflect event registration and any additional purchases will need to be covered at the participants expense.

Place- Participants of the 2-mile walk/run will start at 13th Avenue and Third Street in
Fulton, Illinois and run past the windmill and then up to Fourth Street before crossing the 4

Iowa 136 Bridge into Clinton, Iowa. Participants then turn down Roosevelt Street before turning toward Garfield Street. The runners, walkers, and dogs then head to Main Avenue and cross the finish line at Four Square Park. The designated course of the 5k is still being determined.

Promotion- Mutts on the Mississippi will be promoted through a variety of mediums.

The Clinton Humane Society will make conscientious efforts to contact various types of media to positively promote the event. The Clinton Humane Society will contact radio stations, television stations, and newspaper agencies in the Clinton area and in surrounding markets. Local radio stations that will be contacted include: KROS Radio, B100, and KISS FM. Local television stations that will be contacted include: KWQC, CBS4, WQAD, and Fox 18. Local newspaper agencies that will be contacted include: The Quad City Times, The Clinton Herald, The Observer, The Fulton Journal, and The Register Mail. The Clinton Humane Society will also promote the event through e-mail blasts, newsletters, and billboards in the primary and secondary target markets. Mutts

on the Mississippi will also be heavily promoted through the use of the Internet and social media. Social media sites that will be utilized include Facebook and Twitter. The Clinton Humane Society will also send out press releases to PRweb.com that will allow the information of the event to be available to all media sources. The American Kennel Club will also acknowledge Mutts on the Mississippi on their company website.

Event Goals and Objectives Goals

Offer a 5k to race participants to appeal to the interests of participants within our target markets while also encouraging consumer awareness in other markets Develop positive brand techniques to encourage positive brand recognition Continue to grow the number of race participants and volunteers for the event Increase community relations with local charities in the surrounding target markets Implement marketing strategies to increase local customer awareness Maintain event consistency to increase positive brand awareness and satisfaction

Objectives Finalize 5k route by June 2014 Promote the event through social media beginning March 2014 Implement the new Mutts on the Mississippi website by March 2014 Create a catchy event jingle for the event by April 2014 Contact event sponsors by May 2014 Send out press releases during summer 2014 Contact entertainment for event by June 2014 Utilize an end of race survey to attain qualitative and quantitative marketing
research

SWOT Analysis Strengths

1. Event offers consumers a unique and memorable experience 2. Consumers are willing to spend money in order to benefit a local non-profit animal shelter 3. Event location covers two states and includes crossing the Hwy 136 Bridge over the Mississippi River 4. Mutts on the Mississippi is the only bi-state canine walk/run in the United States 5. Mutts on the Mississippi is an event open to all participants, specifically in the age range of 3-70 6. Animal breeds are not discriminated against in this event 7. The Clinton Humane Society utilizes social media to engage customers through the use of images, information, and fun facts

Weaknesses
1. The weather in the Midwest is always unpredictable and it is not possible to reschedule the event 2. The event is not well known in outside markets 3. The Clinton Humane Society has never ran or organized a 5k previously 4. Limited starting budget 5. Limited number of volunteers

Opportunities
1. Increase in health conscious consumers will boost participant attendance and encourage repeat event attendance 2. The positioning strategy allows the race to have a competitive advantage over other races and 5ks in the area 3. Guinness Book of World Records may be interested in attending the event and has the opportunity of significantly increasing event attendance 4. End of summer weather increases the likelihood of event participants

5. Create a consistent and positive brand image

Threats
1. Participants outside of the target market may not be willing to travel to the event 2. There may be other animal charity events that get priority over our event 3. The weather could negatively affect the outcome of the event 4. Lack of sponsorships would result in low net income and possible net loss

Target Markets
Mutts on the Mississippis target markets consist of consumers who are dog enthusiasts and those who enjoy supporting local non-profit organizations. The individuals within this market are looking to have a unique and memorable experience with their canine companions and are in the broad age range of 5-15, 15-50, and 50-70. The target markets are segmented by demographics, such as age, because this event is open to all participants. Also, participants in different age ranges are interested in this event for different reasons and expect different outcomes.

Primary Markets- The Clinton Humane Society has six primary target markets. The primary target markets in Iowa include Clinton, Davenport, and Dubuque. The primary target markets in Illinois include Fulton, Moline, and Rock Island. Clinton, Iowa and Fulton, Illinois are primary target markets because they are located within the location the event is being held. The other four primary target markets were chosen because they are highly populated and promising markets.

Secondary Markets- The Clinton Humane Society will focus on three secondary markets. The secondary markets in Iowa include Eldridge and DeWitt. The secondary target market in Illinois is Geneseo. These target markets are smaller than the primary markets but are closely located to the event location.

Positioning Strategy
Mutts on the Mississippi will utilize a physical positioning strategy. The Clinton Humane Society will utilize this type of strategy due to the event being based on a set of physical characteristics. A positioning strategy is crucial in carrying out the objective of the event to achieve the Clinton Humane Society's overall goals. In utilizing this type of positioning strategy, the Clinton Humane Society aspires to create positive brand equity. Mutts on the Mississippi appeals to consumers because it is a unique event. This event is the only bi-state canine walk/run in the entire United States.

Positioning Statement- Mutts on the Mississippi is the only bi-state canine walk/run in the United States, providing participants and their four-legged friends a unique and memorable experience.

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Event Adaptations
Event adaptations will need to be made to encourage event attendance while also creating positive brand awareness.

Mutts on the Mississippi 5k- In addition to the walk/run across the bridge, the event will now host a 5k. After surveying last years race participants, the Clinton Humane Society found that they could improve Mutts on the Mississippi by offering a 5k. By offering an additional race to Mutts on the Mississippi the Clinton Humane Society will be able to attract a new segment of individuals. This is the first year that the Clinton Humane Society will organize and implement a 5k. Since Mutts on the Mississippis main objective is to raise money for the non-profit animal shelter, the event will not be officially timed. However, participants will be able to view their race time, as there will be a clock located at the finish line.

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Profit Forecast
The following profit forecast is determined based on last years event. The following profit forecast is also determined on the weather the day of the event. During this years second annual Mutts on the Mississippi we expect to see an increase in race participants by 50%. We expect to see such an increase based on word of mouth advertising from previous race participants and through the use of positive promotional techniques. This year the Clinton Humane Society will focus on creating a positive and consistent brand image through the heavy use of promotions. By the third annual Mutts on the Mississippi we expect to see an increase in event participants from consumers outside our target markets. The profit received from last years event was $14,002.41 and we expect to double that resulting in $28,004.82 being raised for the Clinton Humane Society in the year 2014.

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Event Budget
The event budget for the second annual, Mutts on the Mississippi is based on last years event budget. Advertising/Promotion Expense Billboards Booth Rental Flyers/Entry Forms Mutts on the Mississippi Video Banners DOT Signs Product Cost Race Numbers Poop Bag Dispensers Dog Bandanas Paw Print Medals Trophies T-Shirts Other Costs Bounce House Additional Insurance $130.00 $458.00 $167.68 $393.63 $121.60 $136.71 $130.00 $3,931.72 $708.00 $2,125.000 $200.00 $200.00 $70.00 $801.00 $600.00 $4,881.34 $3,996.00

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Off Duty Officer TOTAL

$120.00 $9,585.34

The second annual Mutts on the Mississippi will have an estimated $9,585.34 worth of expenses. The Clinton Humane Society has an initial starting budget of $2,000 to spend on Mutts on the Mississippi. The remaining $7,585.34 must be covered through the use of sponsors and donations. It is important for the Clinton Humane Society to spend money on promoting the event and on product costs in order to achieve their goals and objectives. This will also help ensure positive brand recognition with the event and lead to successful event branding.

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