Launching A New Small Animal Hospital
2020 – Current
Client
Aldgate Vets
The Challenge
Aldgate Vets in East Yorkshire asked us to support them in launching their new small animal hospital. The mission was to create an event attended by VIP customers, external stakeholders and to maximise exposure of the investment through local and industry media PR activity.
The Solution
The Word Agency PR team engaged local, regional and industry media highlighting the investment in a strategic development area for the town of Bridlington, bringing new services to the town and creating upwards of 50 jobs. We also provided the opportunity for journalists to have an in-pool experience covering the rehabilitation and hydrotherapy service in the water – something not previously seen in the area!
We utilised a number of advertising platforms including local and regional radio advertising as well as bus advertising targeting routes local to the practice and paid social media targeting audience profiles we tightly defined. These campaigns included general brand awareness activity and additional focus on the USPs of the business – Rehabilitation and Hydrotherapy, Emergency Care (being a hospital) and being open 24 hours a day 7 days a week.
The Outcome
The launch event was attended and covered by 4 news papers, 2 radio stations and local tv. Media exposure carried a value of over £10,000 reaching approximately 250,000 people of which half are estimated to be pet owners and potential customers.
The advertising campaigns have delivered strong reach with an estimated 7 in 10 local people reached over the course of the first 6 months alone. The client has enjoyed strong year on year growth with the practice the most prominent in the town they serve.
Key Lesson
Make sure you have good relationship with local media and really understand the impact you hare having in your patch, and why it would matter to the media’s audience.
“The professionalism and expertise demonstrated by the team were unparalleled, and we couldn’t be more pleased with the results. We’ve been able to achieve new levels of innovation and success in our industry.”
Giles Moore, Director
