Mutts on the Mississippi Marketing Plan
Event Date: 09/20/14
Kimberly Rogis
Clinton Humane Society
March 26, 2014
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Table of Contents
Event Overview…………………………………………….………………………….....3
Marketing Mix…………………………………………………………………………...4
Event……………………………………………………………………………....4
Price……………………………………………………………………………….4
Place………………………………………………………………………………4
Promotion……………………………………………………………...................5
Event Goals and Objectives..……………………………………………………………6
SWOT Analysis…………………………………………………………………………..7
Strengths………………………………………………………………………….7
Weaknesses……………………………………………………………………….7
Opportunities…………………………………………………………………….7
Threats……………………………………………………………………………8
Target Markets…………………………………………………………………………..9
Positioning Strategy…………………………………………………………………….10
Event Adaptations………………………………………………………………………11
Profit Forecast…………………………………………………………………………..12
Event Budget……………………………………………………………………………13
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Event Overview
Mutts on the Mississippi is the second annual bi-state canine walk/run for the Clinton
Humane Society. The Clinton Humane Society is a non-profit organization that exists to
give a voice to homeless and suffering animals. As a non-profit animal shelter, the
Clinton Humane Society depends on membership dues, donations, fund-raising efforts,
and grants to remain in operation. The shelter has worked to fulfill its mission for 72
years, offering a vital community service. In addition to caring for less fortunate
animals, the Clinton Humane Society also seeks to educate others about compassionate
animal care.
Mutt’s on the Mississippi is one of the largest fundraising events for the Clinton Humane
Society and will be held on Saturday, September 20th, 2014. Participants in the event
begin the walk/run in Fulton, Illinois and follow the 2-mile course across the Mississippi
River into Clinton, Iowa. This event will now include a 5k for race participants and their
canine companions. In addition to the race, Mutts on the Mississippi will also provide
participants with entertainment and community vendors. This year’s entertainment will
include the Mutt Strut Costume and Trick Contest. The Costume and Trick Contest will
be held immediately following the run/walk. After the race, judging and medals will be
awarded to race participants. All race participants who finish either event will get an
Awesome Finisher medal. The race starts at 9 a.m. and the event runs until 2:30 p.m.
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Marketing Mix
Event- Mutts on the Mississippi is the only bi-state canine walk/run in the United States
and is being held on Saturday, September 20th, 2014. The event is open to all
participants and their four-legged friends and starts at 9 a.m. and runs until 2:30 p.m.
This event offers participants a unique experience by allowing them to walk/run across
the Hwy 136 Bridge that connects Illinois to Iowa with their canine companions.
Participants start at 13th Avenue and Third Street in Fulton, run past the windmill and
then up to Fourth Street before crossing the Iowa 136 Bridge into Clinton. Participants
then turn down Roosevelt Street before turning toward Garfield Street. The runners,
walkers, and dogs then head to Main Avenue and cross the finish line at Four Square
Park. After the race participants are able to explore different community vendors and
enter raffles to win prizes. Participants will also have the opportunity to participate in
The Mutt Strut Costume and Trick Contest, which will be held immediately following the
run/walk. After the race, judging and medals will be awarded to race participants.
Everyone who finishes the race will get an Awesome Finisher medal.
Price- The cost of registration prior to Mutts on the Mississippi is $25 for an individual,
$30 per couple, $50 for a family of up to four, and $125 for a corporate team of up to ten.
The cost of registration on the day of the event will be $30 for an individual, $35 per
couple, $55 for a family of up to four, and $130 for a corporate team of up to ten. The
variation in price is appropriate in attracting different demographics of participants.
Participants will be able to buy tickets for event registration online or at starting line the
day of the event. Cash, check, and credit cards are an acceptable form of payment and
additional donations will also be accepted. The prices listed above reflect event
registration and any additional purchases will need to be covered at the participant’s
expense.
Place- Participants of the 2-mile walk/run will start at 13th Avenue and Third Street in
Fulton, Illinois and run past the windmill and then up to Fourth Street before crossing the
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Iowa 136 Bridge into Clinton, Iowa. Participants then turn down Roosevelt Street before
turning toward Garfield Street. The runners, walkers, and dogs then head to Main
Avenue and cross the finish line at Four Square Park. The designated course of the 5k is
still being determined.
Promotion- Mutts on the Mississippi will be promoted through a variety of mediums.
The Clinton Humane Society will make conscientious efforts to contact various types of
media to positively promote the event. The Clinton Humane Society will contact radio
stations, television stations, and newspaper agencies in the Clinton area and in
surrounding markets. Local radio stations that will be contacted include: KROS Radio,
B100, and KISS FM. Local television stations that will be contacted include: KWQC,
CBS4, WQAD, and Fox 18. Local newspaper agencies that will be contacted include:
The Quad City Times, The Clinton Herald, The Observer, The Fulton Journal, and The
Register Mail. The Clinton Humane Society will also promote the event through e-mail
blasts, newsletters, and billboards in the primary and secondary target markets.
Mutts
on the Mississippi will also be heavily promoted through the use of the Internet and
social media. Social media sites that will be utilized include Facebook and Twitter. The
Clinton Humane Society will also send out press releases to PRweb.com that will allow
the information of the event to be available to all media sources. The American Kennel
Club will also acknowledge Mutts on the Mississippi on their company website.
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Event Goals and Objectives
Goals

Offer a 5k to race participants to appeal to the interests of participants within our
target markets while also encouraging consumer awareness in other markets

Develop positive brand techniques to encourage positive brand recognition

Continue to grow the number of race participants and volunteers for the event

Increase community relations with local charities in the surrounding target
markets

Implement marketing strategies to increase local customer awareness

Maintain event consistency to increase positive brand awareness and satisfaction
Objectives
 Finalize 5k route by June 2014
 Promote the event through social media beginning March 2014
 Implement the new Mutts on the Mississippi website by March 2014
 Create a catchy event jingle for the event by April 2014
 Contact event sponsors by May 2014
 Send out press releases during summer 2014
 Contact entertainment for event by June 2014
 Utilize an end of race survey to attain qualitative and quantitative marketing
research
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SWOT Analysis
Strengths
1. Event offers consumers a unique and memorable experience
2. Consumers are willing to spend money in order to benefit a local non-profit
animal shelter
3. Event location covers two states and includes crossing the Hwy 136 Bridge over
the Mississippi River
4. Mutts on the Mississippi is the only bi-state canine walk/run in the United States
5. Mutts on the Mississippi is an event open to all participants, specifically in the
age range of 3-70
6. Animal breeds are not discriminated against in this event
7. The Clinton Humane Society utilizes social media to engage customers through
the use of images, information, and fun facts
Weaknesses
1. The weather in the Midwest is always unpredictable and it is not possible to
reschedule the event
2. The event is not well known in outside markets
3. The Clinton Humane Society has never ran or organized a 5k previously
4. Limited starting budget
5. Limited number of volunteers
Opportunities
1. Increase in health conscious consumers will boost participant attendance and
encourage repeat event attendance
2. The positioning strategy allows the race to have a competitive advantage over
other races and 5ks in the area
3. Guinness Book of World Records may be interested in attending the event and
has the opportunity of significantly increasing event attendance
4. End of summer weather increases the likelihood of event participants
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5. Create a consistent and positive brand image
Threats
1. Participants outside of the target market may not be willing to travel to the event
2. There may be other animal charity events that get priority over our event
3. The weather could negatively affect the outcome of the event
4. Lack of sponsorships would result in low net income and possible net loss
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Target Markets
Mutts on the Mississippi’s target markets consist of consumers who are dog enthusiasts
and those who enjoy supporting local non-profit organizations. The individuals within
this market are looking to have a unique and memorable experience with their canine
companions and are in the broad age range of 5-15, 15-50, and 50-70. The target
markets are segmented by demographics, such as age, because this event is open to all
participants. Also, participants in different age ranges are interested in this event for
different reasons and expect different outcomes.
Primary Markets- The Clinton Humane Society has six primary target markets. The
primary target markets in Iowa include Clinton, Davenport, and Dubuque. The primary
target markets in Illinois include Fulton, Moline, and Rock Island. Clinton, Iowa and
Fulton, Illinois are primary target markets because they are located within the location the
event is being held. The other four primary target markets were chosen because they are
highly populated and promising markets.
Secondary Markets- The Clinton Humane Society will focus on three secondary
markets. The secondary markets in Iowa include Eldridge and DeWitt. The secondary
target market in Illinois is Geneseo. These target markets are smaller than the primary
markets but are closely located to the event location.
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Positioning Strategy
Mutts on the Mississippi will utilize a physical positioning strategy. The Clinton
Humane Society will utilize this type of strategy due to the event being based on a set of
physical characteristics. A positioning strategy is crucial in carrying out the objective of
the event to achieve the Clinton Humane Society's overall goals. In utilizing this type of
positioning strategy, the Clinton Humane Society aspires to create positive brand equity.
Mutts on the Mississippi appeals to consumers because it is a unique event. This event is
the only bi-state canine walk/run in the entire United States.
Positioning Statement- Mutts on the Mississippi is the only bi-state canine walk/run in
the United States, providing participants and their four-legged friends a unique and
memorable experience.
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Event Adaptations
Event adaptations will need to be made to encourage event attendance while also creating
positive brand awareness.
Mutts on the Mississippi 5k- In addition to the walk/run across the bridge, the event
will now host a 5k. After surveying last year’s race participants, the Clinton Humane
Society found that they could improve Mutts on the Mississippi by offering a 5k. By
offering an additional race to Mutts on the Mississippi the Clinton Humane Society will
be able to attract a new segment of individuals. This is the first year that the Clinton
Humane Society will organize and implement a 5k. Since Mutts on the Mississippi’s
main objective is to raise money for the non-profit animal shelter, the event will not be
officially timed. However, participants will be able to view their race time, as there will
be a clock located at the finish line.
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Profit Forecast
The following profit forecast is determined based on last year’s event. The following
profit forecast is also determined on the weather the day of the event. During this year’s
second annual Mutts on the Mississippi we expect to see an increase in race participants
by 50%. We expect to see such an increase based on word of mouth advertising from
previous race participants and through the use of positive promotional techniques. This
year the Clinton Humane Society will focus on creating a positive and consistent brand
image through the heavy use of promotions. By the third annual Mutts on the Mississippi
we expect to see an increase in event participants from consumers outside our target
markets. The profit received from last year’s event was $14,002.41 and we expect to
double that resulting in $28,004.82 being raised for the Clinton Humane Society in the
year 2014.
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Event Budget
The event budget for the second annual, Mutts on the Mississippi is based on last year’s
event budget.
Advertising/Promotion Expense
$3,996.00
Billboards
$2,125.000
Booth Rental
$200.00
Flyers/Entry Forms
$200.00
Mutts on the Mississippi Video
$70.00
Banners
$801.00
DOT Signs
$600.00
Product Cost
$4,881.34
Race Numbers
$167.68
Poop Bag Dispensers
$393.63
Dog Bandanas
$121.60
Paw Print Medals
$136.71
Trophies
$130.00
T-Shirts
$3,931.72
Other Costs
$708.00
Bounce House
$130.00
Additional Insurance
$458.00
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Off Duty Officer
$120.00
TOTAL
$9,585.34
The second annual Mutts on the Mississippi will have an estimated $9,585.34 worth of
expenses. The Clinton Humane Society has an initial starting budget of $2,000 to spend
on Mutts on the Mississippi. The remaining $7,585.34 must be covered through the use
of sponsors and donations. It is important for the Clinton Humane Society to spend
money on promoting the event and on product costs in order to achieve their goals and
objectives. This will also help ensure positive brand recognition with the event and lead
to successful event branding.
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