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 downturn of the economy, they have all suffered. Where they used to have to double book themselves, now theyre lucky if they fill up more than half of their available time slots. There are not fewer pet owners, and pets dont 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 and changes in average daily appointments.

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

Situation analysis
Since 2008, WBVH has been steadily losing business due to the economic down-turn. People no longer are taking as many preventive steps as they should. As a result, animals are getting sick more often, and to more of an extreme. This makes for less business, and more clients who didnt realize how large the bill would be, who therefore cant pay the bill. WBVH has tried sever-

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 hasnt been done in years and could effectively be done again

Threats
Many veterinary hospitals are trying to get online right now Its difficult to create or find content to keep website and social media current and relevant The website is maintained by a third-party company who doesnt allow total customization

Audience
The target audience will be pet owners in the southwest Portland area. This audience 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 keep costs 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 otherwise would have for more intense treatments. Young people/families: These people are new pet owners and want to take care of their pets but dont 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 dont 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, deworming, etc.)

Budget
Printing: Postage: Online Promotions: Total: $800 $1,000 $200 $2,000

Objectives
Many people dont 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 beginning 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
Contact: Tayler Christensen (PR Manager) 503.887.6332 tayler9108@gmail.com

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

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 Christensen started the business soon after graduating from Veterinary school at OSU/ WSU. After only one year, the hospital was AAHA accredited, and has been ever 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 20th birthday by offering all sorts of deals on products and services. They have great service, a nationally-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 everyone 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 arent head on in, and theyll 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 Tayler9108@gmail.com

Fact sheet
FOR IMMEDIATE RELEASE
Tayler Christensen Willowbrook Veterinary Hospital 503-887-6332 tayler9108@gmail.com 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 its 20th birthday with seasonal deals and offers from dentals and vaccines to licensing.

Op-Ed Persuasive
The 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 realizing it. Sadly, a large reason why so many animal shelters end up killing many of the animals 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 animals 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 didnt fully intend on taking care of it? According 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 wallet. If you are a pet owner, take the necessary measures to protect them, and they will live 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 tayler9108@gmail.com

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 in 1989. After business began picking up, Dr. Christensen hired Gail Rumpca as his manager and Veterinary Technician. Other employees have come and gone, including Dr. Christensens six children. The establishment began to thrive, and before too long, it wasnt uncommon for most days to be double-booked. The quality of the hospital has been recognized by AAHA since its second year, and has continued to be AAHA accredited up to the present day. WBVH has won the best of Portland award in the veterinary class for the last two years.

Willowbrook Veterinary Hospital, P.C.