wbvh pr campaign double sided

8/13/2019 WBVH PR Campaign Double Sided

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Public Relations

Campaign



Executive summary

Willowbrook Veterinary Hospital has historically done very well, competing

easily with the other veterinarians in the area. However, with the recent down-

turn of the economy, they have all suffered. Where they used to have to double-

book themselves, now they’re lucky if they fill up more than half of their avail-

able time slots.

There are not fewer pet owners, and pets don’t need less medical care now. The

economic downturn has led people to do less for their pets, neglecting all of the

prevention things, which leads to bigger problems, and people being even less

able to care for their pets.

The results of this campaign will be measured through changes in revenues andchanges in average daily appointments.



Background

Since 2008, WBVH has been steadily losing business due to the economicdown-turn. People no longer are taking as many preventive steps as theyshould. As a result, animals are getting sick more often, and to more of an ex-treme. This makes for less business, and more clients who didn’t realize how

large the bill would be, who therefore can’

t pay the bill. WBVH has tried sever-

Situation analysis

Willowbrook Veterinary Hospital was started in 1994 in Tigard, Oregon. The business has expanded throughout the years, is a respected, and well-known an-imal hospital in its area. It has been AAHA accredited since 1995, and has wonseveral awards for excellence in the city of Portland. The hospital is for smallanimals only, but has occasionally employed a large-animal vet.



S.W.O.T.

Strengths One of the top veterinary hospitals in the Portland area

AAHA accredited

Offers medical treatment, grooming and boarding

Technologically advanced in medical equipment

Weaknesses Veterinary care is not cheap

Advertising mostly appeals to middle-aged and older people

Weak online presence

Opportunities

More social media and an interactive site could help drive traffic

A full-on campaign hasn’t been done in years and could effectively be done

again

Threats

Many veterinary hospitals are trying to get online right now

It’s difficult to create or find content to keep website and social media cur-

rent and relevant

The website is maintained by a third- party company who doesn’t allow total

customization



Audience

The target audience will be pet owners in the southwest Portland area. This au-

dience will be broken up into three sub-groups.

The Elderly: Clients and potential clients in this age group will usually have

just one pet, and will be living off retirement funds or social security.

They will be wanting to keep costs minimal, and get by with the least

amount of time spent at the vet as possible.

Middle-Class families: These families may have only one pet, and a steady

income, but also have children to take care of. They will want to keepcosts low, and may be those who decide not to take preventative measures

for their pets, and end up owing and/or spending more than they other-

wise would have for more intense treatments.

Young people/families: These people are new pet owners and want to take

care of their pets but don’t know much about it. They want to keep costs

low, and may not know about the preventative steps they can take to keep

their pets healthy, or don’t have the money.



Strategies/Tactics

Strategies The messages we want to get out is that preventions is better and cheaper than

treatment, and that pet care is affordable. We will convey these messages using:

Social media

Printed materials

Email

Events

Tactics Hospital will be given a “Personality” and will adhere to that personality

online and in printed materials

Feature in local newspapers such as The Tigard Times, The Tualatin Times,

and The Sherwood Gazette.

Facebook coupons for new clients, and people who refer a friend

Facebook/twitter contests for photo captions, etc. Prizes will be discounts, products and coupons

Email and printed reminders for vaccines and dentals

New offers every month or quarter emailed out and posted on facebook/

website

Pet dental month along with any other pet-related holiday will be celebrated

with specific deals and discounts for services and/or products

Photo contest of funny/cool photos with prizes



Calendar

The campaign will start in January of 2014 and run to the end of the year.

January-March: Advertisements and posters should be created and posted/

emailed for dental month (which is in February).

April-June: New advertisements for new pet owners and returning clients.

July-September: Summer advertisements/tips for vacationing with pets.

October -December: Prevention tactics pushed (vaccines, dentals, deworm-

ing, etc.)

Budget

Printing: $800

Postage: $1,000Online Promotions: $200

Total: $2,000



Objectives

Many people don’t realize that the preventive measures they can take with their

pets really will prevent them from having larger problems and bills later. The

goals of this campaign are to:

Increase awareness of the hospital by 30%

Increase the number of actual appointments per day by 30%

Increase the number of preventative appointments (vaccines, dentals, etc.) by

30%

Evaluation

Simple random-sample survey about awareness/participation at the begin-

ning and end of campaign.

Determine the average number of daily appointments at beginning and end.

Determine number of preventative appointments compared to previous year.

Determine 2013 revenues at beginning, and 2014 revenues at end.



Preventive

Measures Survey



Media Alert

AAHA! A Vet Worth Seeing Celebrating 20th year of operation

Hosting “Pet Dental Month” with deals and offers up to 25% off

Willowbrook Veterinary Hospital has been AAHA accredited since 1995

Over 900 rigorous standards that they must adhere to

Selected for the “Best of Portland” award in the veterinary division in 2011

and 2012 by the US Commerce Association (USCA)

20th birthday party will include pet swag, coupons, and other giveaways

Will be hosted at Cook Park

Saturday, June 14, 2014 from 10am to 2pm

Contact: Tayler Christensen (PR Manager)

503.887.6332

[email protected]



Press Release

AAHA! A Vet Worth Celebrating TIGARD, OREGON Willowbrook Veterinary Hospital (WBVH) will be

celebrating its 20th birthday in the spring of 2014. Veterinarian Quin Christen-

sen started the business soon after graduating from Veterinary school at OSU/

WSU. After only one year, the hospital was AAHA accredited, and has been ev-

er since. AAHA accreditation is the highest accreditation a veterinary hospital

can receive for the standard of excellence in pet care.

During the year of 2014, WBVH will celebrate its 20 th birthday by offer-

ing all sorts of deals on products and services. They have great service, a na-

tionally-recognized veterinarian and an expert team of veterinary technicians

and assistants. Your pet is in good hands at WBVH.

The animal hospital is focusing on prevention this year. They want every-

one to understand the importance of such preventative measures as vaccines,

dentals, deworming, and flea prevention. If you are a pet owner, make sure you

are up to date! If you aren’t head on in, and they’ll take care of your pal!

WBVH is committed to top-notch service and treatment for your pet. Our

very competent and loving staff are eager to see your and your furry friends

soon, and make sure that you can spend as long a time with them as possible!

Contact:

Tayler Christensen PR Manager

503.887.6332

[email protected]

http://www.healthypet.com/Accreditation/AboutAAHA.aspx






Fact sheetFOR IMMEDIATE RELEASE

Tayler Christensen

Willowbrook Veterinary Hospital

503-887-6332

[email protected]

Company Profile

Willowbrook Veterinary Hospital, P.C.

1692 SW Durham RD. STE B10

Tigard, OR 97223

Products/Services

Prevention

Dental service

General surgery

Boarding

Grooming

Therapy

Training

Euthanasia/merciful procedures

Licensing

Serving Southwest Portland and surrounding areas

Annual Revenues:

Employees: 5

CEO: Quin Christensen

#1 Veterinary Hospital in Portland (By USCA)

For the Year of 2014, Willowbrook Veterinary Hospital will be celebrating its20th birthday with seasonal deals and offers from dentals and vaccines to licens-ing.

mailto:[email protected]





Op-Ed PersuasiveThe increased amount of awareness for animal cruelty and inhumane treatment has

never been so high. There have never been so many people posting links to articles

condemning animal shelters and others of inhumane treatment of pets. However,

many people are still causing their pets a great deal of pain and suffering without re-

alizing it.

Sadly, a large reason why so many animal shelters end up killing many of the ani-

mals that come through them is because of money. They cannot afford to have than

many animals in their shelters, nobody has the money to adopt, or they just don’t

have the facilities or staff to take care of so many animals. It’s no different for pet

owners. Recent years have seen the decline of preventive care, or any veterinary care

for pets. The reason? Money.

It is understandable that money is tight. Everyone has suffered from the economic

downturn. However, many people feel that their pet is a part of the family, and who

would deny a family member the medical treatment they need? As it turns out, many

pet owners are taking the preventative measures that they ought to be taking with

their pets. This lack of care, be it because of money or otherwise, largely increases

the animal’s risk for getting sick, which leads much larger bills when the symptoms

can no longer be ignored.

Why would anyone own a pet if they didn’t fully intend on taking care of it? Accord-

ing to Dr. Quin Christensen, DVM of Willowbrook Veterinary hospital in Tigard,

“the best way to keep both your pet and your wallet happy and healthy, is to keep

them up to date on all their vaccines and to keep their teeth clean with dental chews

and annual teeth cleanings.”

To state the obvious, if you prevent the sickness, it’s easier on your pet and your wal-

let. If you are a pet owner, take the necessary measures to protect them, and they willlive happy, healthy lives, and will need only minimal visits to the vet. So save your

pet, and your money, and get yourself back into the habit of prevention.

Contact Tayler Christensen

503.887.6332

[email protected]



Backgrounder

Willowbrook Veterinary Hospital was founded in 1994 by Doctor Quin N.Christensen, DVM. He was 33 years old, and quickly rose in his field. Dr.Christensen graduated from veterinary school at Oregon State University in1989. After business began picking up, Dr. Christensen hired Gail Rumpca ashis manager and Veterinary Technician. Other employees have come and gone,including Dr. Christensen’s six children. The establishment began to thrive, and

before too long, it wasn’t uncommon for most days to be double- booked. Thequality of the hospital has been recognized by AAHA since it’s second year,

and has continued to be AAHA accredited up to the present day. WBVH haswon the best of Portland award in the veterinary class for the last two years.



Willowbrook

Veterinary Hospital, P.C.

wbvh pr campaign double sided

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