Social Marketing Campaign | Avets Speciality & Emergency Trauma Center

We’ve Moved | New Pet Hospital

Digital + Print Marketing Campaign

Situational Analysis:

Avets is a VECCS (Veterinary Emergency and Critical Care Society) Level 1 emergency and critical care hospital located in Monroeville, PA. Their brand new, state-of-the-art 19,000 sq. ft. veterinary facility is schedule to open in June 2021. The new building will enhance the client experience, bolster their services and technology and strengthen their position as the authority on high-level medicine. Construction is nearing completion and brings the opportunity to educate pet owners and veterinary professionals of the new location and generate awareness of the new hospital’s expanded services and offerings.

Assignment:

Develop and execute an effective media campaign that:
- Reaches consumers/pet owners and referring veterinarians (rDVMs).
- Focuses on geo-targeted coverage.
- Contains calls to action that encourage website visits and e-Newsletter sign-ups.
- Includes a unique website page for each audience with relevant content and calls to action.

New Pet Hospital Building - Grand Opening

Social tactics applied for building brand sentiment & top-of-mind brand awareness campaign strategy:

$4,300 Paid Media Budget
Organic Campaign Content
Conversions to Campaign Landing Page
Ad Objectives: Link Clicks, Post Engagements
KPIs: Impressions, Reach, CTR, Engagement, Link Clicks, Landing Page Views

Campaign Results

Overall
We saw positive results for both Link Clicks (202 total Link Clicks) and CTR (0.97%) in our first ad of the campaign. Our rDVM Ad 1 performed above the average CTR for healtchare ads (currently 0.83%). Our 0.97% CTR is also 57% greater than the average CTR for Avets paid social in 2020 (0.37%). We are also seeing a positive response from our rDVM audience by their level of engagement with our first rDVM ad which gave us 239 total post engagements.

CTR remained well above industry average at 1.70% (industry average ~1%). Reach and Engagement performed successfully and aligned with campaign estimates.

Engagement Insights
For engagement in Phase 1, we are encouraged by the number of shares and clicks received on our organic posts. It shows that the information being shared is relevant, interesting and resonating with the Avets audience. Phase 2 saw excellent engagement with high shares on new building content and patient stories.

Message/Creative Insights
We saw the most engagement with the real-life imagery, specifically with the image of the Avets building. The quality of the photo is excellent which does tend to garner more engagement from followers as it is vibrant, stands out and encourages people to stop the scroll (and even share!) We know that real-life imagery, patient stories, doctor/tech spotlights and nicely designed/captured imagery performs well in the algorithm and with the Avets audience. The Now Open message was well recieved and had little to no negative feedback.

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Visit Avets Website

Download XLS Final Campaign Results

Additional Campaign Tactics

Programmatic
Retargetting
Mailers/Flyers
Emails – Pet Owners
Email – Referring Vets
Radio
Paid Search

Wanna see more? Take a look at the attached documents or scroll through the campaign landing pages for pet owners and referring veterinarians:

Take Me To The Website