Marketing Support Tier 2

Marketing Strategy

A dual-track approach: build consistent B2C subscription demand while opening B2B channels through retail, education, and brand partnerships. Our team handles social, blogs, email, ads, backlinks, and influencer management. Pup O'Clock owns every ad account and platform relationship.

Strategic Priorities
B2C Primary
Subscription Growth
  • Convert Kickstarter 2.0 backers into long-term subscribers
  • Build a waitlist ahead of the new box launch
  • Grow organic reach on Instagram and TikTok with family and dog content
  • Use blog content to capture search traffic from parents researching kids + pet activities
  • Build and segment the email list for lifecycle campaigns
  • Support gifting moments (birthdays, holidays, "got a dog" milestones)
B2B Secondary
Channel and Partner Development
  • Establish brand positioning with pet specialty retailers and toy buyers
  • Build co-marketing relationships with shelter and rescue organizations
  • Support vendor partner outreach for SodaPup, GivePet, and future box contributors
  • Generate content that speaks to education buyers and school program decision-makers
  • Publish case studies and mission content that supports grant and press opportunities
What's Included at Tier 2
Social
3/wk
Consistent weekly posts written and scheduled by our team across primary channels
Blog
2/mo
Long-form posts written and published by our team, optimized for search and nurture
Email
Regular
Subscriber and waitlist outreach, timed to content and campaign moments
Digital Ads
Managed
Strategy, creative direction, and performance oversight across paid channels
Backlinks
Ongoing
Citation building and link acquisition to improve domain authority and search rankings
Influencer
Tier 2
Identification, outreach, and relationship management for gifting and paid partnerships
Design assets come from your team. We write and schedule all copy. Visual creative (photography, branded graphics, character art) needs to come from Pup O'Clock. If design support is added to the retainer, our team can produce original creative assets as well.
Channel Focus
B2C
B2B
Both
Channel Focus Role in Strategy
Instagram B2C Primary visual platform. Family lifestyle content, League of Pups character moments, unboxing clips, shelter spotlights. 3x/week cadence anchored here.
TikTok B2C Short-form video for organic reach with parents and kid-content audiences. Repurpose strong Instagram posts; test hooks for subscription messaging.
Facebook B2C Community and parent audience. Supports paid amplification when ad campaigns run. Good for event-style posts around Kickstarter milestones.
Email Both Primary owned channel. B2C: subscriber nurture and gifting campaigns. B2B: partner and retailer communications through a separate audience segment.
Blog Both 2 posts/month. B2C topics: dog care tips, kids + pet activity guides, enrichment ideas. B2B topics: brand mission, shelter partnerships, educational programs.
LinkedIn B2B Targeted B2B channel for retail buyer, educator, and media outreach. Not a primary content channel; used for direct partnership and press relationship building.
CRM and Email
Audience Segmentation
Our team handles CRM setup, list hygiene, and audience segmentation. The goal is to treat different contacts differently, so messaging stays relevant and conversion rates improve over time.
B2C Segments
Subscriber Pipeline
  • Kickstarter backers (convert to recurring subscribers post-launch)
  • Waitlist signups (pre-launch nurture sequence)
  • Active subscribers (retention and upsell to annual plan)
  • Gifting audience (seasonal campaigns, milestone triggers)
  • Lapsed subscribers (re-engagement series)
B2B Segments
Partner Pipeline
  • Retail buyers and category managers
  • Shelter and rescue organization contacts
  • School and education program coordinators
  • Veterinary clinic contacts
  • Media and press contacts
Paid Media
Client-Owned Ad Accounts
Pup O'Clock owns and funds all paid media accounts. We provide strategy, creative direction, and performance guidance. Ad spend decisions require prior approval from your team.
Meta Ads
Instagram and Facebook
Primary paid B2C channel. Target parents of kids ages 5 to 12 with dogs. Gifting campaigns around holidays, back-to-school, and "new dog" moments. Retarget website visitors and email list. Kickstarter campaign support as needed.
TikTok Ads
Video-Led Demand
Support organic TikTok with paid amplification on top-performing videos. Family content and unboxing formats perform well here. Test before scaling spend.
Influencer
Gifting Program
Identify and reach micro-influencers in the family, dog, and parenting content space. Gifting-first approach to establish relationships before paid partnerships. We manage outreach and tracking; Pup O'Clock owns the relationships.
What We Track
Tracking scope depends on available tools. The metrics below reflect what we aim to monitor. The specific platforms, dashboards, and reporting cadence will be confirmed once we understand what analytics and CRM tools are currently in place or will be set up as part of onboarding.
B2C Metrics
Subscription and Awareness
  • New subscriber count (monthly and Kickstarter cohort)
  • Waitlist size and growth rate
  • Email list growth and open rate by segment
  • Social follower growth and engagement rate
  • Blog sessions and organic search traffic
  • Paid: cost per click, cost per lead, conversion rate
B2B Metrics
Partner and Channel
  • Retail and partner outreach responses
  • Partner segment email engagement
  • Shelter and education partnership inquiries
  • Press mentions and media pickup
  • LinkedIn connection and message response rate