The Dog Wizard
Where every dog has its day
Services Industry
National brand campaign Pet care services
& demand generation
The Challenge
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The Dog Wizard was growing quickly, bringing new franchise locations online and entering increasingly competitive markets. To support that growth, the brand needed a campaign that could break through and create immediate emotional resonance with dog guardians. Existing messaging was flat and literal, focused on the mechanics of training rather than the meaning behind it.
In a crowded pet services landscape filled with obedience claims and transactional language, The Dog Wizard struggled to stand apart. Franchisees needed a campaign that captured attention, communicated real value and gave them a unifying story they could confidently use across every local market. The challenge was to elevate the brand from a training provider to a partner in creating a better life with your dog.
The Big Idea
For years, The Dog Wizard used the line “It’s not magic. It’s dog training done right,” a message that focused on process rather than possibility. It explained the method, but not the meaning. The new campaign shifted the lens from how training works to what training gives you: more of the good days you get to share with your dog.
Not illusions. Not fantasy.
Real, balanced training that makes life feel bigger, calmer and more connected.
The campaign reframed training as the key to giving your dog more of the moments that matter. Because their time with us is short, and every day they get should be a good one. The Big Idea centered on a simple truth: when training transforms the relationship, you both get more life to enjoy together.
The Work​
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Built a national campaign platform centered on “Where Every Dog Has Its Day.”
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Developed core messaging, hero lines and supporting copy for digital, social, web and print.
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Applied the campaign language across updated website flows and more than 800 SEO rich local landing pages.
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Produced performance ad sets, social assets and modular creative for franchise use.
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Delivered campaign kits with ready to use ads, emails, social templates and launch materials.
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Provided clear messaging guidance to help franchisees align local marketing with the national story.
The Manifesto
“Dogs are the only creatures who love you
more than they love themselves.”
They’re there for every moment, both the triumphant and the challenging. They curl up at your feet while you watch a sad film after a hard day. They’re paws to pavement alongside you as you beat your previous best mile time. And they’re even very helpful in cleaning up all those ‘unfortunate’ dinner spills.
In short…
every day spent with a dog
is a good one.
But dogs don’t live forever. Not even close. The most difficult part of having a dog is knowing that while we’re there for their entire lives, they won’t be around for even a quarter of ours.
Which means they might miss being Best Dog at your wedding, or exploring the fenced-in yard of your first home, or watching over their new little human brother to keep him safe.
With so many experiences they may never have and so little time on this earth, and for all of the support and beautiful moments and memories they give us…there’s no being in the world that deserves to have every day be magical more than your dog.
With the balanced training techniques from The Dog Wizard, you and your dog will have the right skills and tools to be able to explore and experience as much as the world has to offer — together — making their every day a magical one, just like they do for us.
it’s a good day to have a good dog, and it’s a great day to be a good dog.
With The Dog Wizard,
Additional Headlines
A moment in dog years
Give them the life they don’t have time to wait for
Turn every moment into a magical one
Make their day, every day
Moments that will make her sit and stay awhile
If asked, she’ll jump at the chance to join you
