FIDO FIDO
Challenge:
With more people treating their pets like children, it makes
sense that they demand the very best in care for their canines when they
leave for work. As a result, upscale pet daycare facilities have started
to spread throughout Atlanta. Recognizing a strong market opportunity,
entrepreneur Marea Battle decided to open a unique dog daycare boutique
called fido fido in the affluent Sandy Springs suburb
in May 2006. Embracing the motto
“Where Your Dog is a Star,” the business was designed to combine
stellar customer service with a focus on each pet’s individual needs.
Battle realized that it was essential to make a big splash with fido fido’s
opening in order to build a strong clientele. So she turned to Shira Miller
Communications for help.
Solution:
Our firm recognized that a unique hook was needed to entice media to cover the opening of fido fido. So we created a celebrity look-a-like contest for dogs to benefit PAWS Atlanta during the open house. In addition, SMC pitched feature coverage about Battle and the store overall. The effort was very successful. Placements were generated with the Atlanta Journal & Constitution, Jezebel, Northside Neighbor, Radio Sandy Springs and Fox 5 Atlanta that generated numerous pet referrals for the store. Two magazines scheduled to launch by the fall, ATL Style and Atlanta Dog Life, also took photos at the open house and plan to cover fido fido in their respective debut issues.
"As a new business owner, it is critical that I build awareness of my services, as well as build a strong, memorable brand. Shira Miller Communications skillfully and effectively helped me to bring my new business to the marketplace through a series of innovative public relations strategies that quickly put me on the map with the demographic I wanted to reach. As a result, I now have a steadily growing client base and I look forward to working with Shira Miller Communications again to take my business to the next level."
- Marea Battle
Owner, Fido Fido
