Project Overview
Elissa Weimer-Sentner is the founder and co-owner of Paw & Order Dog Training. After leaving the police military academy, Elissa found that her true passion was found in dog training, and Paw & Order was established in 2013.
Paw & Order specializes in all levels of dog training, including puppy training, basic obedience, and intense behavior modification, including working with dogs that have been deemed impossible to train. Paw & Order currently has locations in Western Pennsylvania (Pittsburgh, Washington, Harmony/New Castle, Erie, Westmoreland); Central, Ohio (Columbus); Southwest, Florida (Fort Myers/Naples); Upstate South Carolina; and Houston, TX.
The Problem
Elissa and her husband, Steve, sought out Otter PR’s help to address Paw & Orders’ biggest challenges and raise awareness for their franchises. They knew that there was a strong market need for high-quality and reliable dog training services their brand could meet, but had struggled to capture a larger portion of that market.
During initial talks with Otter PR, Elissa and Steve outlined their PR goals. They wished to become the go-to source for professional dog training, create credibility in their brand, and spread the word about their multiple franchise locations.
The Strategy
Otter PR’s team staged Elissa as a leading expert on topics related to dog training. We then pitched her to our media network as a subject matter expert who could offer key insights and “how to” advice. This strategy enabled us to establish Elissa as one of the nation’s top trainers who “knows it all.” The pitches we crafted were received by journalists to include in relevant stories tailored to audiences such as pet professionals, dog enthusiasts, family publications, as well as local news outlets relevant to franchise locations.
Business Impact (results)
From Otter PR’s efforts, Paw & Order received 30 placements in top-tier publications including MIC, The Dodo, and The Bark. Their brand’s story was subsequently picked up by local TV news stories, family-lifestyle magazines, and other outlets.
Since seeking PR from Otter PR, Paw & Order’s website impressions increased by over 656k — from 316k to 972k — and clicks nearly doubled from over 11k to 21.1k. In addition, their franchise locations saw new interest. As a result, Elissa quickly became a credible authority in the industry for people seeking dog training advice.
