From the Client
THE SITUATION: A great business model ready to grow.
Ruffgers is a small family owned doggy daycare and training service with big aspirations to grow its local business while exploring options for franchising nationally in the future. But they had struggled with growing a following and developing an engaged audience. They had attempted projects such as an email campaign as part of a retention and referral strategy to help the business. But while it appeared people were opening the emails, the email wasn’t leading the client to any action with Ruffgers.
THE STRATEGY 1 - Enhanced Social Media Presence
Fountain Forward helped Ruffgers extend their brand awareness, solicit business inquiries and grow the follower base. The next step was to develop useful resources on various topics for dog owners to maintain relevance even outside the daycare. Additionally, 360 degree photos were integrated onto the website to exhibit the unique facilities and training.
THE STRATEGY 2 - Marketing Strategy Beyond the Facility
Fountain Forward began with significant research into dog owners and what drives dog owners to make decisions in regards to their pets. The strategy centered around showcasing the many benefits of the housing and training facilities offered by Ruffgers. The underlying idea was to showcase the doggy daycare as more than just that place where owners dropped off their pet for a few hours or days, but to establish a more meaningful connection with the daycare’s clientele.
THE STRATEGY 3 - Consistent and Engaging Email Campaigns
Fountain Forward analyzed email statistics and evaluated message quality to identify pitfalls, imperfections, and opportunities for improvement. Email layouts and verbiage were redesigned to keep customers engaged with the Ruffgers experience.
With the new Social strategy in place, from September 2015 to November 2016, the Ruffger’s FaceBook page received a 63% rise in likes and a 279% increase in overall reach, and a 973% (11 to 118) increase in monthly videos viewed on Facebook.
Traffic to the Ruffgers website also increased. From the 3rd quarter of 2017 to the 3rd quarter of 2018 traffic to the website increased 94%. Contributors during that time period increases includes traffic from social platforms increasing by 111%, and traffic from organic search increasing 81%.
In the spring of 2018 Ruffgers opened its second location, launching their original vision of growth leading to eventual franchising. With a strong branding guide in place from the original location, opening the second location was quickly and successfully established.