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Public Relations
Campaign
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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.
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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.
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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
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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.
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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
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
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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
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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.
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Preventive
Measures Survey
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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
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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
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Fact sheetFOR IMMEDIATE RELEASE
Tayler Christensen
Willowbrook Veterinary Hospital
503-887-6332
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.
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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
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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.
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Willowbrook
Veterinary Hospital, P.C.
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