Community ServiceBased Marketing

Dr. JoAnne M. Roesner, DVM DAVBP

This marketing strategy is effective!

LHAC grew from 1.42 1.52 million in the contracting economy of

2002 2003

This marketing strategy is cost effective.

1 page Yellow Pages ad proposed to me at the discounted price of $39k/year in 2003.

Consumers are inundated by the volume of commercial advertising.

Your message in these media are diluted and often ineffective.

Community service based marketing introduces your business in a non commercial setting.

It instills trust & bonds people to you rather than engendering an attitude of distrust or suspicion.

To be effective, community service based marketing must be congruent with your mission and vision.

Actions speak louder than words.

Community Service is deeply satisfying in its own right. It can

be motivating and fun for the entire clinic.

Establish relationships with community media to promote events and to write

articles.

This is often a more cost effective way to spend your commercial advertising

budget.

Community involvement has allowed me to attract and bond incredible staff.

The staff of LHAC are part of something bigger than work. Everyone wants to work here not just at a vet clinic.

E.g. VBS

Examples of using this strategy

2004 Marketing PlanMonth Event or Events

January Contact Schools, Microchip

February Dental, Chamber lunch to Promote Dental Month

March CPR – article/press release, Chamber Lunch – Eye Care Promotion

April Animal Eye Seminar – Article/Press Release (4/17)

May Contact churches for VBS, Email Newsletter, Bird care – TAP, Selecting the right pet - Flyer

June Promote boarding, Weight Watchers

July Vaccine Seminar, CPR – Late July, Patriotic Pet Portraits

August Integrating Pets and Children

September Senior Pet Care and Wellness – Flyer/Email

October Dental Month

November Holiday Hazard – Pet Safety Awareness Lecture, article/press release/email

December Holiday Pictures, “Thank You” to clients

Community Lectures

An opportunity for non commercial press.

A non commercial focus for commercial ads.

It doesn’t matter who comes. The visibility is a positive. (e.g. West Nile, Anthrax lectures)

Printed media (have a graphic identity!) and school visits.

Send something unique home with the kids.

Sponsor an Organization that does good in the world with animals

CCINoah’s BarkCats in the CradleGood Mews

The cost is discounting of services; the benefit is incredible noncommercial visibility and personal satisfaction.

Schools

Sponsor Athletic Teams

The “Shadow” Program

Sponsor community events and training.

Financial Success can flow from selfless giving – They are not

mutually exclusive. Do what you have passion for to

find satisfaction and success.