VCA has 470 veterinary clinics across the U.S. Our customized Web portal and applications keeps them all on a tight leash.

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 freedom.