Local Advertising Awesomeness

Considerations

Our goal

1. Deliver the news: Chewy is now in vet care
2. Communicate relevancy 
3. Explain the WHAT
4. Establish what makes Chewy Vet Care different
5. Facilitate conversation

Keep in mind

Tilted Chair could not be more thrilled to be a part of your success. As an agency full of Texans, we know a thing or two about the unique cultures of your select cities.

Due to our November timeline, this presentation will be focusing on the Austin, Texas market for the 2024 launch.

We are throwing all our ideas out there to see what sticks.

Some ideas might take more time and money, but we wanted to show off our creativity for this current ask and beyond

The Triangle: Austin, TX

The Triangle neighborhood in Austin offers unique culture with fantastic dining, entertainment, and opportunities to be in nature.

Let’s explore the Triangle and its surrounding neighborhoods!

Apartments

• Residences at the Triangle
• The Village at the Triangle

North Austin Nature

• Triangle Commons Park
• Triangle Pond Hiking Trail
• Ramsey Neighborhood Park
• Shipe Neighborhood Park
• Hancock Recreation Center
• University of Texas (2 miles away)
• Rosedale Neighborhood (1.1 miles away)
• Hyde Park Neighborhood (.4 miles away)

Activations

City events

• Texas is home to major events in all your select cities.
• Hire a street team to pass out Chewy Vet Care merch such as collapsable water bottles and dog bowls  at ACL (Oct 2024), Dallas State Fair (Sept/Oct 2024), and The Houston Rodeo (Feb/Mar 2024). Attendees can use our merch at the event or bring home to their pets. The merch is both usable, has a small footprint and teases the clinic opening.

Traditional OOH

• Billboards
  • Digital billboards
  • Traditional, printed in North Austin loop 
• Custom murals
• Wheat paste posters
  • Posterize
• Mailers
  • Mailers to new and current Chewy customers orders in the surrounding zip codes/neighborhoods

Apartment advertising

• Digital rental in-screen network  
• Printed opportunities 
• Street/lamp post banners (if applicable)
• Sponsored “scoop-the-poop” stations  (if applicable) 
• Partnering with apartment locators on promos

Public transit

• Co-brand with Capitol Metro and borrow their design for bus skin: “Yap Metro” and “Bark & Ride”
  • Window clings & public transit stops
• Put the faces of dogs and cats from Austin Pets Alive on the side of Cap Metro buses with their names and linked QR codes that lead to their page to adopt them
  • Chewy could either cover the cost of their adoption fee or their first vet visit to the Chewy Vet Clinic

Social influence “light”

• Elevate your paid digital campaign by utilizing local entertainment/news accounts and event calendar listings
  • Do512, 365ThingsAustin, WhenWhereWhatAustin, Austinites101

Experiential

Big idea

Come for the treats, stay for the treatment

Pupcicle peddles

Austin is a super bike-friendly town, and pet-owners are out-and-about, so let’s bring the experience to them! We’ve found that these brandable tricycles are a fantastic and flexible vehicle for going to where our audience already is. Add an umbrella, some A-frames, and activities, and you’ve got a fun and eye-catching experience.

We could skin ours like a fleet of Chewy pet branded ambulances or “aid stations,” with ambassadors dressed in our scrubs. Staff could hand out refreshing “treat-ments” for pets and their owners while sharing the news at dog parks, trails, and neighborhood hotspots.

Photo installation

Austinites love our weird and interesting photo-ops. We want to engage our audience in an organic way that can be working 24/7. 

We’ll work with the communities and outdoor spaces surrounding the Austin Chewy Vet Care location to establish unique “instagramable” (or tiktokable) installations. By working with local artists, the installations will drum up organic content, draw attention to the Chewy Vet Care brand in a unique way, and add a “must see” stop for owner and pet in the North Austin/Triangle community.

Welcome to the neighborhood

We’re the new kids on the block, so let’s build community by partnering with neighboring local businesses in a mutually beneficial way. We’ll work with businesses in the area to create a unique item only available during “community pawtners week.” 

For example, when a coffee shop sees a pet-toting customer, they could offer a free smartly co-branded drink with a coupon and information about our opening day. Social blasts on Chewy Vet Care’s pages would help drive traffic to our neighboring businesses.

Copy

Headlines

• Howl y’all doing, Austin?

• Austin, aren’t chew ready for friendly vet care?

• Austin, your pets are in for a treat

• For good BBQ rubs, go to Franklin. For good belly rubs, come to us.

• Chewy vet care has arrived in the Texas yapital

• Howdy pawtner, there’s a new vet in town

• Vet care sweeter than your mimaw’s iced tea

• Houston, vet care is no longer a problem

• Houston, Chewy Vet Care has landed

• The best vet care in D-town for your favorite city hound

• Routine and urgent vet care from your pet’s top to tail

How does billing work?

Ok, let’s talk money. We bill on a monthly basis for both retainer and project clients. The first invoice must be paid prior to the project start. The remaining invoices are due monthly with NET 30 terms, unless other terms are discussed. For production, we invoice at the start of each phase (pre-production, production, and post-production).

How do you communicate with clients?

We are all about communication and collaboration. We have both channel and cadence preferences, but love to collaborate on the methods that best suit our clients. Our preferred channels of communication are email and client Slack channels. For cadence, we either use an agreed project calendar with specific meeting/presentation dates marked OR for retainer clients we often have a weekly or bi-weekly standing status meeting.

When can you start?

Good question. We are excited to start working with you too! After we receive a signed contract, we will schedule a client kickoff within 2 weeks. After we receive the first payment, we will schedule our first working session. So the short answer is “about three weeks after you sign on the dotted line.”