WESTMINSTER DOG SHOWApril 2016James Hopewell, Shyaam Simpson, Mykala Walker, Courtney Whiteside, Nicholas Williams

- To generate traffic & create conversation forthe Westminster Dog Show by:

- Commercial- Awareness 6 weeks prior

- Celebrity Instagram - Awareness a few months prior

- SnapChat - Awareness off-season

Focus

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First Commercial: Introducing the Coach of

the Dogs

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Commercial Ideas

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Dates of Commercials 6

Places we can air commercial series7

ASPCA- First humane society to be established in North America - “At its first show in 1877, Westminster donated all the proceeds from an

entire day to the ASPCA to establish a home for stray and disabled dogs. This donation has continued every year since.”

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Celebrity Instagrams

- Celebrities will take a picture with their dogs wearing a Westminster Dog Show t-shirt

- The t-shirt will promote Westminster Dog Show and the ASPCA charity- Link for followers to purchase the t-shirts with proceeds going to ASPCA - Hope: from there they will remain on the site to gather more information on

Westminster Dog Show - Why will celebrities do this? Because they love dogs and feel connected to

the charity (ASPCA)

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Celebrities

Klay Thompson:1.9 million followers on Instagram. Plays for the Golden State Warriors, the most popular NBA team.

Miley Cyrus: 40.8 million Instagram followers. Famous teen actor turned singer, with millions of millennial fans that adore her.

Dwayne “The Rock” Johnson: 49.3 million Instagram followers. Professional wrestler and actor with fans from all over the globe. 10

Instagram Celebrity Dogs

Toast Meets World: King Charles puppymill rescue. 352k followers

Marnie the Dog: 13 year old NYC Shih Tzu adopted from a shelter at age 101.9m followers

Theron Humphrey: Maddie the coonhound and her dad (Theron) travel around the country taking photos. Humphrey started the Why We Rescue campaign to highlight how pets transform our lives for the better1.2m followers 11

T-Shirt- Already WKC Merchandise - Work off an already created design - Include ASPCA

T-Shirt

- $10 and sell 6,000- $60,000- Profit: $25,507.5- ½ ASPCA:

$12,753.75- $15 and sell 6,000

- $90,000- Profit: $55,507.5- ½ ASPCA:

$27,753.75

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Consistent Creative Content

- Snapchat – How-To Videos– Dog takeovers– Contests

- Twitter/Instagram & Facebook

- Videos- Updates- Engagement

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Content Timeline

- Mid March – June

– Dog Grooming

– Training (How To’s)

– Takeovers

- October – December

– Dog Show Preparation

– What to expect

– Takeovers

- July – September

– Dog Updates

– Informative Content

– Takeovers

- January – Mid March

– Dog Show Content

– Recaps

– Takeovers

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Content Timeline Example

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Thank you.

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