Case study

Petland

Since 2014, digital marketing and development for Petland, Inc. and Petland franchise owners: Google Ads, Microsoft Advertising, social media, websites and apps.

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Petland website shown on a phone — Petland

Petland project by Cosmick Media — Petland

Project overview

Petland, Inc. is a privately held pet retail franchisor founded in 1967 and headquartered in Chillicothe, Ohio, with more than 140 locations worldwide. Since 2014, Cosmick Media has been Petland’s preferred marketing and development partner, working with corporate headquarters and with Petland franchise owners. We handle pet franchise digital marketing and development for Petland, from Google Ads, Microsoft Advertising and social media campaigns to the corporate Petland website, custom apps and automation.

A franchise brand has to look and sound the same in every market, even though each store is locally owned. At the same time, each franchisee needs marketing that brings shoppers into their own store. Therefore, our job is to build one consistent system that scales across every location.

Project write-up

Pet franchise digital marketing that stays consistent across every store

Petland serves several audiences at once. Families want to find a nearby store and learn where Petland puppies come from. Prospective franchisees want to understand the business. Meanwhile, every franchise owner needs campaigns that work in their own town without drifting off brand.

So the work has to balance two things. First, the corporate brand sets the standard for messaging, design and animal care education. Second, each store still needs its own ads, social content and local web presence, with results it can see.

What we manage for Petland

We act as Petland’s full-circle digital team, covering paid media, social, web and software. Here is what that work includes:

Google Ads and Microsoft Advertising. Search campaigns for corporate and franchise locations, built to drive store visits and puppy inquiries.
Social media campaigns. Social content and paid campaigns that keep the brand voice consistent while promoting individual stores.
The corporate Petland website. A custom WordPress site with a Store Locator, Our Breeders and Canine Care Certified pages, Pet Tips, a video gallery and a full franchise opportunities section with an online application.
Franchise store websites. Custom development for franchise locations that share the brand standards set at corporate.
Apps and automation. Custom applications and data-driven automation that support franchise operations and marketing at scale.

A long-term partnership

As a result, Petland works with one team that knows the brand, the franchise model and the pet retail industry, instead of a different vendor for every channel.

One system behind a national brand

The corporate site runs on a custom WordPress theme hosted on Kinsta behind Cloudflare, with Gravity Forms handling contact, support and franchise inquiries and a Mapbox powered store locator. Plus, Petland’s team can publish news, pet tips and fact sheets on their own.

Cosmick Media helps franchise and multi-location brands grow online. Learn more about our PPC advertising and custom website development services, or talk to our team.

The challenge

What the client brought to us.

Petland is a pet retail franchisor based in Chillicothe, Ohio. It was founded in 1967 and has more than 140 locations worldwide. Each store is locally owned, but the brand has to look and sound the same in every market. That means two jobs at once. Corporate sets the standard for messaging, design and animal care education. Every franchise owner still needs ads, social posts and a local web presence that bring shoppers into their own store, with results they can see.

The website also has to serve three audiences: families looking for a nearby store, people asking where Petland puppies come from, and prospective franchisees sizing up the business.

Our approach

How we tackled it.

We work as Petland’s digital team for corporate and for the franchise stores. That covers Google Ads and Microsoft Advertising campaigns built to drive store visits and puppy inquiries, and social content and paid social that promote individual stores without drifting off brand.

We built the corporate site on a custom WordPress theme with a Mapbox store locator, Our Breeders and Canine Care Certified pages, Pet Tips, a video gallery and a franchise section with an online application. Gravity Forms handles contact, support and franchise inquiries, and Petland’s own team publishes news, pet tips and fact sheets. Franchise store sites follow the same brand standards, and custom apps and automation support franchise operations and marketing.

Results

1500%

Traffic

Over 8 years
500,000

Pets sold
250,000

Forms

Over 8 years
300,000

Calls

Over 8 years

Over the eight years these numbers cover, traffic to the site rose 1500%, and Petland logged 250,000 form submissions and 300,000 calls. Petland stores have sold 500,000 pets.

One team runs the ads, the social media, the websites and the software, so Petland deals with one partner who knows the brand, the franchise model and pet retail. Corporate keeps a consistent brand in every market, and each franchise owner gets campaigns that send shoppers to their own store.

Project gallery

3 screens from the finished build.

Integrations

Third-party services this build connects to.

Mapbox

Store locator map and geocoding
Documentation: Mapbox
Gravity Forms

Contact, customer support and franchise forms
Documentation: Gravity Forms
YouTube

Video gallery
Documentation: YouTube

Who worked on it

Dani de Luna

WordPress/PHP Developer

As a Web Developer at Cosmick Media, Danilo brings over 17 years of experience in PHP, Laravel, WordPress, Shopify and…
Tatiana Marchenko

UnifiedKM Technical Specialist

I’m Tatiana “Tanya” Marchenko, a confident and free-spirited Aquarius known for my calm energy, sharp intuition, and steady leadership. Originally…
Erin Soberick

Chief Financial Officer

I’m the Director of Finance at Cosmick Media, where I manage financial operations, client accounts, and payroll. I enjoy spending…
Cherry Flaviano

Creative Experience Architect

As a Graphic Designer and Video Creator, I design and produce visually compelling content for social media, websites, and marketing…
Jaseem Valiyatt

Senior Software Engineer

Jaseem is a senior PHP developer with over 15 years of experience building custom web applications and plugins for WordPress…
Charnel Estandian

Paid Media Specialist

As a Digital Marketing Specialist at Cosmick Media, Charnel Estandian brings nearly a decade of experience in digital advertising and…
Jonathan Mills

Senior Full-Stack Engineer

As Senior Technical Consultant of Development at Cosmick Media, Jonathan leverages more than 22 years of experience in software and…
Michelle Sarthou

Content Marketing Specialist

As a seasoned communications and media professional, Michelle Sarthou brings over two decades of expertise across television, radio, print, digital…
Tons Ocampo

Digital Marketing Assistant

As a Digital Marketing Assistant, I utilize MediaHub and Meta Business Suite to manage a dynamic cross-platform publishing schedule. My…
Ahsan Naeem

Search Visibility Specialist

Ahsan Naeem is an experienced SEO strategist with over 12 years of expertise in helping businesses grow organically across Google…
Charles Agao

Head of Growth & Partnerships

Charles Agao is an experienced sales and business development leader with over a decade of success driving growth across technology,…
Crystal Jones

Executive Director of Search Strategy

Crystal Jones is the Director of SEO at Cosmick Media, where she has been leading strategy and client success for…
Cassandra Dayoub

Executive Director of Social Strategy

Cassandra Dayoub is a Director of Social Media with over 12 years of experience transforming brand presence into measurable business…
Kim Frassinelli

Chief Operating Officer

As the Chief Operating Officer at Cosmick Media, I leverage over 25 years of marketing experience to lead our company's…
Carley Kuehner

President / Chief Executive Officer

With a background in IT and over two decades of experience, Carley has built a company that blends creative strategy…

Wow I really do not know where to begin. I have been working with Cosmick Media for over 3 or 4 years. Every representative is FANTASTIC. I speak with them on a weekly basis and we communicate by either text or email even more. So to say the least that over the years I have become close friends with everyone there would be an understatement. The personalized service that you get is second to none. Most companies treat you as just another customer Cosmick Media treats me like Family! ISEA Media goes over and beyond what they promise by helping me with my companies Website, Google Advertisements, SEO Services, my stores App, and so much more. If I could give a 10 Star Rating I would. I can't thank the team at Cosmick Media enough for all that they do. I highly recommend them for all of your Businesses online needs.

Randy Horowitz Wow I really do not know where to begin.

Project facts

Client: Petland
Industry: Pets
Project type: Website
Services provided: Google Ads, Microsoft Advertising, Search Engine Optimization (SEO/GEO), Social Media, Web Design, Web Development
Duration: Since 2014 and counting
Completed: October 2025
Location: Chillicothe, Ohio
Status: Published