Where We Start
The Opportunity in Front of GenPet
Generation Pet runs monthly specials, maintains relationships with hundreds of retailers, and represents a strong portfolio of pet brands. Almost none of that is being communicated in a way that reaches the store level. The specials are buried. The emails aren't going out. The sell sheets don't exist in a form reps can use. This is a revenue problem with a clear fix.
No retailer email program
Monthly specials and brand promotions exist but are not being sent to the retailer network. Stores that would order are not being reminded.
Specials buried on the site
Monthly specials live on a back page. Retailers have to go looking for them. Most do not. Active promotions are not converting because they are not visible.
No sell sheets in circulation
Reps are selling without consistent sales materials. Each brand has assets sitting in files somewhere. Nothing is formatted, current, or ready to hand a buyer.
Brand assets are scattered
Logos, product photography, and brand guidelines for each manufacturer are scattered across email threads, vendor portals, and old folders. No central, usable library.
Brand promotions not reaching stores
Manufacturer-funded promotional programs go underutilized because GenPet lacks the creative and distribution infrastructure to activate them at the retailer level.
Announcements sent ad hoc
New product arrivals, changes to territory coverage, and other retailer-relevant news go out inconsistently or not at all. There is no reliable communication cadence.
What We Do About It
The Marketing Strategy
The strategy is built around one goal: retailers should never have to go looking for what GenPet has available. Every month, the right information goes to the right stores at the right time. Design builds the materials and keeps the website current. Marketing delivers them.
Monthly Specials Email
Every month
Retailer-facing specials announcement, designed and delivered
A branded email goes to the full retailer list each month featuring that month's specials: product, deal structure, order window. Designed to be readable at a glance and linkable directly to ordering. No more retailers missing promotions because they did not think to check the website.
Sell Sheet Library
Ongoing build-out
One sell sheet per brand, formatted and kept current
We work through the brand roster systematically, pulling assets from manufacturer portals and GenPet's existing files, and produce a clean, printable sell sheet for each brand. Reps get something they can hand a buyer. New brands get onboarded into the library as they are added.
Brand Asset Repository
Setup then maintained
A single organized home for every brand's logos, photography, and guidelines
We source and organize logos, product imagery, brand guidelines, and spec sheets for every brand GenPet carries. Stored in a shared folder structure the whole team can access. When a rep needs a logo or a product photo, it is there in thirty seconds, not thirty minutes of email.
Specials Page Visibility
Monthly update
Specials move to the front of the website, updated every month
The current specials page gets repositioned and redesigned so it is visible from the homepage. Each month the page is updated to match the email that went out. Retailers who land on the site find the promotions immediately instead of hunting for a back page.
Brand Promotions
Per manufacturer program
Manufacturer-funded promotions activated at the retailer level
When a manufacturer runs a co-op or promotional program, we build the retailer-facing creative and distribution to activate it. GenPet stops leaving manufacturer marketing dollars on the table and builds stronger vendor relationships in the process.
Retailer Announcements
As needed
New arrivals, rep changes, and operational news on a consistent cadence
New products, territory changes, policy updates, seasonal reminders. Instead of ad hoc emails from whoever has time, these go out as designed, on-brand communications. Retailers hear from GenPet regularly and start treating that communication as a trusted signal.
How We're Structured
Services: Three Tiers, One Engagement
The engagement combines three service disciplines that work together. Design produces the materials. Marketing delivers them and manages the program. Development keeps the digital layer current and connected. Each tier is scoped to what GenPet actually needs, not a generic package.
Design Support
Creative & Brand
Tier 1
Monthly creative production scoped around GenPet's brand roster and communications calendar. Everything the marketing and sales teams need to represent GenPet professionally at every touchpoint.
✓Sell sheets per brand, built and updated
✓Monthly specials email design
✓Brand asset library organization and maintenance
✓Promotional graphics for manufacturer programs
✓Retailer announcement design
✓Website specials page redesign and monthly content updates
✓Email template builds and maintenance
✓Landing pages for manufacturer promotions
✓Social and print-ready asset formats on request
Marketing Support
Campaigns & Communications
Tier 1
End-to-end management of GenPet's outbound retailer communications: strategy, list management, scheduling, delivery, and monthly reporting on what is working.
✓Monthly specials email - sent, tracked, reported
✓Retailer list management and segmentation
✓Brand promotion campaign coordination
✓Ad hoc retailer announcements managed and sent
✓Monthly performance recap: opens, clicks, orders tied to campaigns
✓Annual communications calendar planning
Development Support
Roar Platform
Tier 2
Development Tier 2 covers the Roar platform — GenPet's proposed custom wholesale operating system built by PIR. The five-module build is scoped, phased, and detailed in the Roar proposal. Website updates, email templates, and landing pages are handled within Design T1.
How It Runs
The Monthly Rhythm
The engagement runs on a four-week cycle anchored to the monthly specials program. Everything else - sell sheets, brand assets, retailer announcements - gets layered in around that core cadence.
Week 1
Brief
GenPet confirms upcoming specials, quantities, and any featured brands
PIR reviews brand promotion calendar for manufacturer co-op activity
Any retailer announcements or news flagged for the month
Week 2
Design
Specials email designed and sent to GenPet for review
Website specials page content prepared for the month
Any sell sheet or brand asset work progressed in the background
Week 3
Deliver
Email approved, sent to the retailer list
Website specials section updated to match the email
Any retailer announcements sent this week
Week 4
Review
Performance recap: open rates, click-through, any orders attributed to the campaign
Notes for next month: what to adjust, what brands to feature
Ongoing sell sheet and brand asset work continues
Moving Forward
Next Steps
The software evaluation and the marketing engagement are separate decisions. This proposal does not depend on the Roar platform moving forward. GenPet can start here and add the platform layer later, or run both in parallel.