Integrated Marketing Campaign
So what is an integrated marketing
campaign?
It is marketing that combines the use of
old fashioned printing with the use of the internet to target a
specific audience, create a specific response and achieve a
pre-planned result.
Take the recent integrated marketing
campaign we did for Hillside Veterinary Hospital in Charles Town, WV
as an example.
Starting with a brain-storming session, we
reviewed our customer's marketing history together with their goals
and created an integrated plan to use the following:
Website Creation
Hillside Veterinary Hospital was
interested in creating a website anyway, so that became our first
focus. Because we were in on the ground floor, we were able to create
a cat and a dog 'mascot' that would be featured on the website as
well as on printed material for the entire campaign. We shopped the
specific elements to be included in the website (number of pages,
format, functionality, support features, price options) with
Hillside.
In-House Marketing
We created two Welcome posters, one
featuring our cat mascot and one the dog for Hillside's respective
waiting rooms. We also used the mascots to create stand-up counter
signs to announce the new website when customers came in.
Direct Mail Offer
We were able to create a very targeted
list finding all the cat, dog or 'other' pet owners in a specific
geographic area and combine that with Hillside's current customer
list to create a mailing list of just under 2500 names. We created a
postcard inviting participation in a contest to win an Ipad. We used
a QR code as well as directing people to the website/landing page to
enter the drawing.
On-line Response Page
To enter the contest, participants had to
go to a landing page, which was also linked to the website, to fill
out their 'entry' form. This allowed us to collect contact info and
details about their pets.
Customized follow-up Mailing
All responses were entered in a data base
and contestants were mailed a Thank You follow up postcard with an
additional offer for a free exam for their pet and a reminder to
visit the website to find out who won. The winner was announced on
the website on the given date.
Captured information for future use
The information collected can now become
the basis of a new prospect list and additional promotions/ offers.
Goals achieved:
*A well-conceived and functional website
(customer's can buy pet meds on-line, print and fill-out forms before
coming in to the Hospital, and see new information about upcoming
rabies clinics, etc.)
*Drive traffic to new website
*Increase existing customer appointments
*Bring in new clients
*Collect email and other contact info from
new prospective clients
To see the new website go to
www.hillsideveterinaryhospital.com
To explore mailing lists, QR codes,
promotional products or request a quote,
