Omni-Channel
QUARTERLY MARKETING KITS
Since joining Camp Bow Wow in mid-2018, I have been a designer for 24 quarterly marketing kits totaling hundreds of unique assets. These kits are created so Camps have access to a comprehensive set of materials that help in marketing their localized promotions, sales, and activities. The Creative Team works closely alongside the Marketing Specialists to provide assets that will be the most beneficial to Camps for the given quarter whether they be holiday, service, or promotion based.
Since Camp Bow Wow has over 200 locations, that means there’s a plethora of different sales, promotions, and activities occurring at any given time. To be efficient, the Corporate Office partnered with Canva in using their Enterprise System. Canva allowed the artwork the team created to be turned into editable templates that remained on brand, an issue we had been struggling with for years. This partnership allowed the Creative Team to provide one set of materials rather than making dozens of variations of the same artwork, solving an ever-growing efficiency issue.
Over these years, the kit structure has changed a multitude of times. At this moment, this process has been streamlined and a standard set of materials has been developed to increase efficiency, which I’ve gladly assisted with. I evaluate template usage on a regular basis to see what is and isn’t working and what topics we need to expand on.
Structure
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Structure 〰️
Above is the standard set of materials for each focus area being highlighted in the quarterly kit. This expansive set of materials was decided on the theory that the more touch points a consumer has with a brand, the more likely they are to remember and purchase from said brand. These materials stretch across both print and digital mediums and ensures Camp’s marketing efforts are reaching key audience members in hopes of increasing sales and clientele.
In-Camp materials such as flyers, leash tags, and digital menu boards (tv displays) target current customers while materials that leave the physical confines of Camp, such as emails and social media posts, target key audiences like lapsed customers and prospective clients. Camps are encouraged to advertise their current and/or upcoming promotions, sales, events, etc. on these materials with the goal of increasing current customer sales and increasing clientele by targeting non-customers.
STANDARD SET OF MATERIALS
ENHANCES EFFICIENCY
Implementing Franchisee Feedback
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Implementing Franchisee Feedback 〰️
One thing started to become more and more clear throughout the years of creating these quarterly marketing kits - the Franchise Owners love the ability to edit as much as possible on the templates the Corporate Office provides. The Creative Team started receiving an influx of requests to edit templates, whether it be to switch out an image to a Camp’s local Camper, needing more space for text, etc. These requests started eating up a lot of time and the impact of these edits was centered around individual Camp locations leading to low impact. Because of this, I rallied the team to come up with a systemwide solution that yielded higher impact for everyone in the system.
The solution to this ever-growing problem was to increase the editability of templates moving forward.
Above is an example of a design I created specifically for Camp Bow Wow’s themed enrichment services. Camps are creative, coming up with new themes for their enrichment services to keep them fresh and fun for not only their pups and pet parents, but also their Counselors. To keep up with the increasing demand of these niche enrichments, the templates are fully editable, making them work for any idea someone comes up with. All text is editable, the picture can be swapped to fit the theme and give a visual to the service being offered, and the doodles can be changed out for something that better fits the theme (Camp Bow Wow has a library of over 500 doodles!) The consistency across these templates are the areas for key information. The pink swatch is where the name of the activity goes while the “d-tails”, date, and cost squares give pet parents all the information they need to know in order to make the purchase. However, even these boxes are able to be deleted should a Camp not need one.
This increase in editability led to an increased usage in templates and a decrease in custom creative requests. This saves time not only for the team, which is great, but also the Franchise Owners, which is even better. Owners are now able to login and use a premade template that’s fully editable rather than needing to make something from scratch to fit their needs or submit a request for edits.
EDITABILITY EQUALS SCALABILITY
The left flyer was CBW’s standardized reservation reminder until I noticed a variety of trends amongst our users on the Canva platform. Camps were adding in additional information on the original flyers and it took away from the design. Because of this, I made the design on the right but ensured it’s fully editable as each section isn’t always applicable to every Camps. The photo can also be edited, something Camp’s love so they can feature their very own Campers!
Since implementing these changes, Camps have continued to use these flyers and pet parents are able to get all important information in one place, resulting in an increase in reservations. I’ve also seen Camps delete sections they don’t need or edit the pink headers to make the section work for them - for example, I’ve seen a location use the “Learn More” section to advertise the holiday’s enrichment activities, increasing touch points amongst pet parents leading to more enrichment revenue.
You may have noticed that some pieces in these sets of materials have a white background while other pieces have a solid colored background. This is because the Creative Team received feedback from multiple Camps that they were going through a lot of toner due to the amount of materials they print. Ever since receiving this feedback, we make any in-house printed materials have a majority white background to save toner for Camps, reducing the cost of office supplies for Owners. However, digital materials can have any color background since printing is not an issue.
You may also notice a difference in content from print to digital assets. As a best practice, Camps are encouraged to use the caption of their social posts for additional context as too much text can overwhelm the viewer and cause them to scroll. This allows me to create a design that’s focused on grabbing the viewer’s attention with a cute dog image and fun header.
