Allied Veterinary Emergency Hospital

Allied Veterinary Emergency Hospital offers 24/7 supplementary services to primary veterinary care. Most of Allied’s business is generated from referrals from other vet offices, but the hospital also offers walk-in and by-appointment services. Allied was challenged with growing their client base by promoting their 24/7 availability but without appearing to be aggressively competing with traditional vet offices.

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Objective

The objective of the campaign was to position Allied as an extension of a pet owner’s existing veterinary professional, available, in the event of an emergency or if their primary vet was not  available. The campaign was also designed to raise awareness of Allied’s Dr. Mitch Potter, Tallahassee’s only board-certified emergency veterinarian. 

Lamar Advertising and Allied Veterinary digital billboard about vet techs

Objective

Strategy

Tallahassee residents like locally-owned,small businesses. Allied falls within this category,  owned by Dr. Potter, a local resident who has three children in the school system, sponsors many local events, and even coaches several baseball teams. The Out of Home and social media campaign creative therefore relied heavily on using Dr. Potter’s image and reputation as “Tallahassee’s emergency veterinarian,” featuring original photographs taken by a professional photographer. For the OOH portion, the campaign plan incorporated a mix of formats and Geopath reach and frequency data to ensure target audiences would be reached.

Strategy

Plan Details

Market: Tallahassee, FL

Flight Dates: March 12, 2020 - July 1, 2020

OOH Formats: Tri-Visions, Digital Boards

Total Impressions: 150,000

Budget: $10,000 and over

The campaign used multiple versions of Dr. Potter’s image and a simple message displayed on  billboards in high traffic areas that reach high income individuals more likely  to spend money on their pets. During the pandemic, digital billboards also enabled the creative to be easily changed from a design with the Allied logo to a “Tallahassee Strong” message with cats and dogs wearing masks.

Plan Details

Results

Allied Emergency Veterinarian Hospital generated $1.4 million in revenue six months before the pandemic hit (August 2020-February 2021). Revenue increased to $2 million while the campaign ran from March to August 2021, with OOH having a significant impact in helping reach objectives. 

Results