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VCA_Integrated Maketing Plan

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  • Angel Animal Hospital Integrated Marketing Communications Plan

    June-December 2016

    San Diego State University

    MKTG 472, Section 1, Professor Peter

    Briana Albertson Hillary Mortellaro

    Arianna Rybkowski Paige Nulliner

    April 27, 2016

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 1

    Table of Contents

    Executive Summary.............................4

    Industry Background.......................6

    Company Background.................................8

    Marketing Mix.............................9

    Service..................................9

    Price...10

    Place...........................12

    Promotion...........................12

    Service Review and Buyer Analysis..14

    Market Share Sales and Growth14

    SWOT Analysis.................14

    Brand Benefits and Image......................18

    Current Target Market.......19

    Current Clients...............19

    Prospective Clients.................20

    Unique Selling Proposition....................20

    Competitive Review...................21

    Segmentation, Targeting, Positioning............25

    Urban Achievers25

    Urban Elders..27

    American Dreams..28

    Overall IMC Objective..30

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 2 Communication Objectives30

    Creative Strategy............33

    IMC Mix....35

    Website..35

    Yelp........................38

    Facebook................................40

    Instagram43

    Mobile Marketing......45

    Newspaper......................46

    Direct Mail & Flyers..........46

    Referral Program....47

    Events.....................48

    IMC Timeline.49

    Budget Allocation..............................51

    Evaluation Program...................................56

    Conclusion.............................59

    Appendix................................61

    References..............................68

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 3

    Table of Figures

    Figure 1: Number of American Pets, 2006-2020....6

    Figure 2: Bodhi Veterinary Clinic....21

    Figure 3: B-Street Veterinary Hospital.22

    Figure 4: Kensington Veterinary Clinic23

    Figure 5: Brad and dog, Hercules.25

    Figure 6: Judy and cat, Clawdia27

    Figure 7: The Fernandez Family and dog, Kibbles..28

    Figure 8: DAGMAR Model..31

    Figure 9: VCA Websites...36

    Figure 10: Blog Examples37

    Figure 11: Yelp Sign and Sticker..39

    Figure 12: VCA Angel Animal Hospital Mock Facebook Advertisement...41

    Figure 13: VCA Angel Animal Hospital Mock Facebook Post...42

    Figure 14: VCA Angel Animal Hospital Mock Instagram Account....44

    Figure 15: EZ Texting Appointment Reminder45

    Figure 16: Example Flyers47

    Figure 17: Incentive Reward Card48

    Figure 18: Scheduling Plan for June to December 2016..49

    Figure 19: Scheduling Methods50

    Figure 20: 2016 Budget Breakdown.51

    Figure 21: 2016 Budget Allocation..52

    Figure 22: Budget Allocation according to Objectives53

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 4 Executive Summary

    As consultants for VCA Angel Animal Hospital (AAH), the following report will

    describe a recommended Integrated Marketing Communications (IMC) Plan for June 2016

    through December 2016. This plan will explore possible marketing opportunities for AAH to

    utilize through the use of several communication campaigns: digital, traditional, and

    promotional.

    Beginning with a situation analysis, AAH is described through its current competitive

    standpoint. An industry and company analysis is conducted with secondary research on VCA

    corporate, AAH, and the veterinary industry. The marketing mix describes AAHs current

    services, prices, place, and promotions, and the service review and buyer analysis will go further

    in depth on the involvement consumers have on AAHs services. A SWOT analysis is included

    that explores current strengths, weaknesses, opportunities, and threats for AAH, as well as a

    competitive analysis. Furthermore, traits of current clients and prospective clients are described

    in order to then form audience segmentation for the IMC Plan: Urban Achievers, Urban Elders,

    and American Dreams.

    After exploring the current state of AAH, marketing strategies are formed. The overall

    IMC Objective is:

    To maintain an active relationship with current clients and foster new relationships with

    surrounding North Park pet owners to increase awareness of and desire for VCA Angel

    Animal Hospitals homelike atmosphere and medical capabilities.

    Also, specific communication objectives in order to set a foundation for this plan are the

    following:

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 5

    Increase awareness of VCA Angel Animal Hospital among North Park pet-owners by 60

    percent by the end of 2016, establish comprehension in North Park pet-owners of VCA

    Angel Animal Hospital services by 40 percent by the end of 2016, increase desire to

    pursue trial within North Park pet-owners by 30 percent by the end of 2016, and increase

    clients of North Park pet-owners by 25 percent by the end of 2016.

    Next, each objective will be supported by specific IMC tools we recommend for

    implementing the plan, which will be broken into digital, traditional, and promotional

    campaigns. The tools that this report will include are: the VCA Angel Animal Hospital website,

    blogging, Yelp, Facebook, Instagram, mobile marketing, newspaper advertising, direct mail and

    flyers, a referral program, and event promotions. Each tool will be specifically described in how

    it will benefit the overall plan as well fit within a $1400 monthly budget. A timeline in order to

    outline these tools as well as an evaluation program of these outlets will be included to conclude

    the report.

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 6 Industry Background

    VCA Angel Animal Hospital is a part of the veterinary care industry, a $36.4 billion

    industry in the United States. Currently, this industry is witnessing a significant growth cycle,

    with an anticipated growth rate of 6.5 percent from 2016 until 2021 (Turk, 2016). More

    specifically, veterinary care is in the quality growth stage, signifying that there is an increase in

    higher quality veterinary clinics offering more specialized services instead of the increase in

    quantity. During the quality growth stage, weaker companies shut down and thriving businesses

    develop new technologies and services (Turk, 2016). A contributing factor to this growth rate

    could be the steady, positive trend in the number of pets owned in the United States, namely cats

    and dogs, since 2010 (Turk, 2016). With an increase in pets, there is a need for more veterinary

    clinics. This expected growth rate is demonstrated in Figure 1, below (Turk, 2016). In areas that

    may previously have had only enough pets to occupy one or two local veterinarians, may now

    have enough pets to occupy four veterinary clinics.

    Figure 1: Number of American Pets, 2006-2020

    The amount of disposable income per capita and the unemployment rate are key external

    factors driving the veterinary industry. Changes in household disposable income affect demand

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 7 and consumers' willingness to pay for industry services, particularly high-cost, value-added

    services or surgical procedures (Turk, 2016). Due to the expected rise in disposable income, it is

    predicted that the growth of this industry will only continue throughout 2016. In addition, when

    there is an increase in the unemployment rate pet owners may curb their visits to the

    veterinarian for routine care and limit their purchases of the industry's ancillary products, such as

    vitamins and pet treats (Turk, 2016). With the healing of the U.S. economy, the unemployment

    rate will continue to decrease and, therefore, aid in the growth of this industry. As the industry

    has continued to grow, veterinarians have adapted to this new market by specializing in a

    particular field of medicine, such as internal medicine or surgery (Turk, 2016). Since

    veterinarians are now able to charge more for these specialized services, industry revenues have

    increased over the last five years and are expected to continue to grow. For more visuals on this

    industry data, refer to Appendix C.

  • VCA ANGEL ANIMAL HOSPITAL IMC PLAN 8 Company Background

    VCA Angel Animal Hospital was founded in 1981 as a single doctor practice in the

    central San Diego neighborhood of North Park. The same veterinarian, Dr. Diane Defenbaugh,

    served clients of AAH until s

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