The document summarizes the services provided by a local marketing team to help veterinary hospitals optimize their marketing strategies. The team helps translate national campaigns to fit local needs, tailor brands and promotions for specific customer groups, and distinguish hospitals from competitors. They provide consulting, training, planning, execution, tracking, and documentation of best practices. Key services include media negotiations, proposals, campaigns, event leads, shelter partnerships, and community outreach programs. The goal is to generate new client leads, conversions, and revenue for veterinary hospitals through customized local marketing.

1. LOCAL ADVERTISING &
MARKETING PROGRAMS
September 8, 2011

2. KDA Local Marketing
Team
Left to right: Brandon, Ryne, Laura, Adrienne, Cindy, Ray, & Katy

3. Our Scope of Work
We help VCA corporate and field management optimize marketing
mix variables at the individual hospital level
We help translate national marketing to fit local consumer needs
We help hospital managers tailor brands and promotions to the
needs and wants of their local customer groups in their surrounding
neighborhoods
We help the hospital manager distinguish herself from the
competition; she wants specific customized actions (calls, new client
visits, more visits from existing clients, enhanced reputation, etc.)
We help provide tactical instruments to the hospitals, like
promotions, programs, logistics, timelines, guidelines, training, etc.
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4. How Do We Do It?
Consulting
• Discovery
• Events
Local Marketing
• Media Inquiries
• Marketing Ideas
Training & Document Best
Tools Practices
• Marketing Diagnostic
• Idea Validator
Planning & Tracking &
• Marketing Plan Execution • Surveys
Measurement • Follow-up Calls
• Case Studies
• Handbook
• Media Negotiations • Existing Clients
• Proposals • Advertisements
• Campaigns • Event Leads
• Shelter Partnerships
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5. Local Marketing Handbook
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6. Communicate Values
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7. Educate on Reputation Management
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8. Client Relationship Management
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9. Discovery and Hospital Consulting
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10. Media Campaigns
Media Inquiry Advertisement Measurement and Campaign Summary
Proposal Tracking Analysis
•Core Values •Objective •Call-tracking •Calls/Leads
•Consistent with •Strategy numbers •New Client
brand messaging •Tactic •Call record feature Conversion
•Return-on- •Free First Exam •Revenue
Investment coupons Generated
downloaded •Final
Recommendation
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11. Pet Publications
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12. Print Publications
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13. Digital Placements
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14. Discouraged Advertising
Pharmacy
Bags
Restaurant
Placemats
Fashion
Event
Sponsorship
Sign
Spinners Bumper
Stickers
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15. Open House
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16. Open House
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17. Community Events
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18. Hospital Promotions
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19. Picture Marketing
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20. PET EXPOS
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21. PET EXPOS
Strategic Planning
Data Capture &
Communications
Reporting
Event Management
Partnership
Staff Training
Integration
Coordination &
Logistics
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22. EVENT MANAGEMENT
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23. MEASURING SUCCESS
6 Shelter Sign-Ups
300 New Client Leads
10 Home Delivery Service Sign-Ups
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24. VCA Animal Healthcare Partnership Program
Supporting Pet Adoptions
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25. KDA Support of Shelter Programs
• Print
Shelter
Outreach • Digital
• Consulting
Fulfillment
• The Designory
Process • ZED Graphics
Through
Agency • DOT Fulfillment
Integration
• KDA
Shelter • New Pet Parenting
Partnerships Kits
Drive New
Business to • Healthy Start
VCA
Certificate
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26. Outreach
Step 1
Step 5 Step 2
Step 4 Step 3
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27. Collateral and Fulfillment
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28. Tracking Results
• 70 shelter sign-ups
• Total Annual Adoptions (70 shelters/rescues) = 19,800
• Projected New Clients (19,800 x 20%) = 3,960
• Projected Revenue Year 1
($400/new client x 3,960) = $1,584,000 x 20% = $316,800
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29. Benefits to KDA Clients?
Best practices network
Consulting and guidance
Training
Media planning and buying
Customer relationship management
Toolkits
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30. QUESTIONS?
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