Every Dog Has Its Day Care
About the Client
In 1997, Lauren Westreich founded Every Dog Has Its Day Care in Emeryville, California to provide safe, healthy and fun day and overnight care for dogs. The company owns a 14,000 square foot, custom-designed facility that is one of the largest and most comprehensive of its kind. Dog-friendly features include custom-poured textured rubber floors, a spacious outdoor courtyard with a cascading fountain, a specially designed puppy nursery for the first few months of development, and an overnight dog hotel.
Objectives
Every Dog moved into its new location in 2000, but had not received media attention for its unique facility and comprehensive range of services. Every Dog engaged Galvin Communications to generate coverage that would attract attention and recruit new members.
We knew that it would be relatively easy to generate buzz for Every Dog, given the strong visual and emotional appeal of puppies and dogs. The key was to reach the desired audience – upscale, busy professionals who loved their dogs and would willingly pay for top-notch care. We chose to emphasize Every Dog’s unique business model. Unlike most facilities, Every Dog offers services exclusively on a monthly membership basis, not by-the-day. This allows the staff to establish a close relationship with its clients and focus 100% on the dogs’ individual needs. Members in turn have unlimited access to premium quality daycare, as well as on-demand boarding 365 days a year.
Results
The East Bay Business Times ran a full-page entrepreneurial feature on Every Dog’s president and founder Lauren Westreich. The article focused on the company’s business model, including color photographs showcasing the dogs amidst the custom designed facilities.
ANG Newspapers (publishers of The Oakland Tribune, Alameda Times-Star, The Daily Review, The Argus, San Ramon Valley Herald, Tri-Valley Times, and San Mateo County Times) published an in-depth, 1,000 word spotlight on Lauren and her business that ran in the Sunday Business section.
In addition, Every Dog was featured on Evening Magazine, the Bay Area’s most watched television magazine program aired on the CBS affiliate. The company was part of the program’s “Best Of” segment. Viewers at home were taken on a visual tour of the facility and had a chance to see the dogs at play.
Our marketing efforts succeeded in reaching Every Dog’s target audience of upscale, busy professionals and recruited new dogs and their owners.