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Raising Brand Awareness for a Pet Accessories Company that Gives Back

Last Updated: 04/13/2026

Case Organization

Pack Leashes

Durable dog gear that gives back to shelter pups 

https://www.packleashes.com/

5077 Fruitville Road, Sarasota, FL, USA

1-10

Case Contributors

Case Disciplines

Corporate Social Responsibility Marketing

Skills & Expertise

Brand Awareness Strategy Brand Positioning Campaign Strategy Development Cause Marketing Strategy Collaboration Tools Communication Strategy Community Engagement Strategy Competitive Analysis Consumer Behavior Analysis Content Creation Content Marketing Strategy Copywriting Corporate Social Responsibility Strategy Customer Segmentation Data Analysis Data Storytelling Digital Marketing Channels Email Marketing Emotional Marketing Event Marketing Generative AI Tools Influencer Marketing KPI Development Market Research Marketing Calendar Planning Presentation Development Press Release Writing Problem Solving Public Relations Strategy Secondary Research Social Media Campaign Planning Social Media Marketing Storyboard Development Storytelling Strategic Thinking Target Audience Analysis Video Marketing Visualization Tools
Background & Objective

The challenge or opportunity you are trying to address for the organization.

Pack Leashes knows that global consumers are looking to purchase goods from companies that serve as a partner in addressing social and environmental issues. Research has shown that about “90% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality.” (Cone Communications/Echo Global CSR Study, 2015) Pack Leashes currently has an established brand on social media and is looking to create marketing tools that help increase brand exposure and awareness.Pack Leashes wants to create marketing content for the coming holiday season that increases exposure and awareness for the company and its cause to feed as many dogs as possible. The company wants you to develop a press release for GivingTuesday, a global movement that inspires millions of people to give, collaborate, and celebrate generosity.
Learning Objectives

This is what students will learn as they complete the case.

This case challenges students to design an integrated marketing and communication strategy that leverages purpose-driven branding to increase awareness and engagement. 

Students completing this case will be able to: 

  • Understand Pack Leashes’ business model, brand identity, and social impact mission. 
  • Analyze customer perceptions, brand reputation, and competitive positioning within the pet accessories market. 
  • Identify target audience segments and their motivations, particularly around cause-driven purchasing behavior. 
  • Evaluate the role of corporate social responsibility (CSR) in influencing brand loyalty and consumer decision-making. 
  • Develop compelling messaging that connects brand purpose (giving back) with consumer emotions and values. 
  • Create a professional press release aligned with campaign objectives (e.g., GivingTuesday) and audience expectations. 
  • Design a brand storytelling framework through a video storyboard to enhance emotional engagement. 
  • Plan a multi-channel communication strategy across social media, email, and digital platforms. 
  • Construct a content calendar aligned with key events, themes, and seasonal opportunities. 
  • Measure campaign effectiveness through awareness, engagement, and conversion-related KPIs.
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
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Milestone #3
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Milestone #4
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