Salty Paws student project

For one of my upper-division marketing classes, my group and I were assigned a local Milwaukee business to partner with. Multiple owners of various businesses in the area showcased their brands and identified issues they are facing. The business I worked with was a local dog ice cream parlor called Salty Paws. Yes, you read that right—an ice cream shop just for dogs. As soon as I heard about it, I knew this was going to be such a fun and one-of-a-kind opportunity. The community aspect that Salty Paws offers alongside its ice cream makes it so special.

The main problem Salty Paws was facing revolved around low brand awareness and limited marketing efforts. From there, we were able to help create a marketing plan that was centered around increasing social media usage and brand awareness. We suggested that they implement a "Yappy Hour," which was a variation of a happy hour. This offered discounts on ice cream for a limited time to help increase foot traffic. The plan worked well as Salty Paws saw more customers during that discounted window.