September 8, 2011

LOCAL ADVERTISING & MARKETING PROGRAMS

KDA Local Marketing Team

Left to right: Brandon, Ryne, Laura, Adrienne, Cindy, Ray, & Katy

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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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How Do We Do It?

Local Marketing• Discovery • Events• Media Inquiries• Marketing Ideas

• Surveys • Follow-up Calls • Case Studies • Handbook

Consulting

Training & Tools

Planning & Execution

Tracking & Measurement

Document Best Practices

• Marketing Diagnostic• Idea Validator • Marketing Plan

• Media Negotiations• Proposals • Campaigns

• Existing Clients• Advertisements• Event Leads • Shelter Partnerships

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Local Marketing Handbook

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Communicate Values

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Educate on Reputation Management

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Client Relationship Management

Discovery and Hospital Consulting

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Media Campaigns

Media Inquiry

•Core Values•Consistent with brand messaging

Advertisement Proposal

•Objective•Strategy•Tactic•Return-on-Investment

Measurement and Tracking

•Call-tracking numbers

•Call record feature•Free First Exam coupons downloaded

Campaign Summary Analysis

•Calls/Leads•New Client Conversion

•Revenue Generated•Final Recommendation

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Pet Publications

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Print Publications

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Digital Placements

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Discouraged Advertising

Restaurant Placemats

Pharmacy Bags

Sign Spinners Bumper

Stickers

Fashion Event

Sponsorship

Open House

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Open House

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Community Events

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Hospital Promotions

Picture Marketing

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PET EXPOS

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PET EXPOS

Strategic Planning

Communications

Staff Training

Coordination & Logistics

Partnership Integration

Data Capture & Reporting

Event Management

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EVENT MANAGEMENT

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MEASURING SUCCESS

300 New Client Leads

6 Shelter Sign-Ups

10 Home Delivery Service Sign-Ups

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VCA Animal Healthcare Partnership ProgramSupporting Pet Adoptions

KDA Support of Shelter Programs

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Shelter Outreach

• Print

• Digital• Consul

tingFulfillment

Process Through Agency

Integration

• The Designory

• ZED Graphics

• DOT Fulfillment

• KDA

Shelter Partnerships Drive

New Business to VCA

• New Pet Parenting Kits

• Healthy Start Certificate

Outreach

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Step 1

Step 2

Step 3Step 4

Step 5

Collateral and Fulfillment

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Tracking Results

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• 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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Benefits to KDA Clients?

Best practices network

Consulting and guidance

Training

Media planning and buying

Customer relationship management

Toolkits

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QUESTIONS?