VCA has 470 veterinary clinics across the U.S. Our
customized Web portal and applications keeps them all on a tight
Given our love for dogs and other four-legged friends, we jumped
at the chance to work with Veterinary Clinics of America.
VCA had a national network of animal hospitals with individual
marketing tactics. Different customer databases, different brand
identities and different promotional offers, often targeted at the
same customers. It was kind of like walking 470 dogs on a leash at
the same time. While VCA wanted to encourage and reward local
marketing, they needed to provide tools and systems to better
support their individual hospitals' efforts. And keep everything
running along smoothly.
We built a customized Web-based marketing tool that allows
individual VCA hospitals to select from 1 of 10 individual
templated letters, customize copy for their user base and select
their audience from a centralized database. This tool automatically
selects the best audience for each mailing based on a number of
variables (cost, location, responsiveness to messaging, previous
messaging history, etc).
Each promotional campaign is sent automatically through a
regional approval process which allows for controls, learning and
further internal direction on best practices to improve
performance. The result: a streamlined, centralized marketing
approach that allows for just the right amount of local