Rossdales
Rossdales Hertfordshire is a first opinion equine veterinary practice and a service division of Rossdales LLP, one of Europe’s leading veterinary brands.
Working directly with the practice managing partner, the brief was to devise a business development strategy whilst immediately creating and implementing a new integrated, communications, marketing, events, PR and advertising plan. Reviewing and dramatically improving the firm’s online presence was a priority.
New business development plan
Hillier Consulting devised a new business development plan, segmenting the target market and tailoring product and service offerings to specific groups. The practice own-brand product range was reviewed. Veterinary surgeons and customers were consulted and new improved packaging was designed in conjunction with new marketing collateral, advertising and messaging to drive sales.
Creating a dynamic, effective online presence
We developed social media platforms and a news blog, completely overhauling SEO and improving the website. A new system of e-news briefings was established driving traffic to the website and opening up marketing to an online audience. We created an online equine health alert priority message system and in March 2017, the UK veterinary profession cited our effective use of social media in managing an equine disease outbreak, to be an exemplar of best practice.
New print advertising campaigns
In conjunction with product marketing and online activity, Hillier Consulting created major new press ad campaigns in 2016 and 2017. Devising the media schedule and negotiating the best possible rates for premium spots, the campaigns raised awareness amongst specifically targeted demographics, driving up new client registrations and sales of products.
Launching a new series of premium live events
Harnessing the newly raised awareness and the reach and penetration of combined print media and re-energised news blog and social media channels Hillier Consulting launched a new series of premium live events. Hillier Consulting staged and managed the events on behalf of Rossdales, negotiating sponsorship, designing stage sets, producing audio/visual content and leveraging attendances to raise charitable contributions. Events were free to attend as part of an equine healthcare and education initiative. Numbers of attendees rose steadily into the hundreds as the events gained momentum and drew praise from audiences and participants alike.
Dr Susanna Ballinger MRCVS, managing partner of Rossdales Hertfordshire was thrilled: “Our live events just get bigger and better. Thank you to all our fantastic guests and to my professional colleagues who together make the evenings so successful. A huge thank you too, to Hillier Consulting. The professionalism, attention to detail and event planning and management is outstanding.”
The business development programme supported by a seamlessly integrated communications, marketing and advertising campaign significantly raised the profile of the veterinary practice. New registrations increased beyond expectations as did turnover and profitability. An excellent example of client and consultancy working closely together to achieve dramatic results in a compressed timescale. All within budget.