Andrew Hillier has completed and delivered the new communication and engagement strategy for the UK Veterinary Management Group (VMG). In tandem with the strategy he has devised the new marketing plan for the 2024 VMG Congress and established a comprehensive new organisational structure to drive implementation of the strategy and a new reenergised communications and marketing initiative.
VMG mission updated to “Inspire, Learn, Lead”
Guiding the VMG to the next step in the organisation’s development, Andrew has advanced the existing strapline of Learn, Share, Grow to the more aspirational and representative Inspire, Learn, Lead. The VMG Board has unanimously approved the proposed strategy and new strapline, with a recommendation that resources be allocated for expedited implementation of the changes and improvements.
A new organisational structure to deliver success, improve oversight and internal communication
With the strategy comes a new modern organisational structure for the VMG management team. Portfolio responsibilities are introduced together with effective inter-team working and board oversight. Improved internal communications will enhance joint-working and streamline decision making, resulting in better, faster service for VMG members and more effective support for, and representation of, the interests of veterinary practice management in the UK.
Revitalising and modernising the VMG brand
A key element of the overarching improvement programme is development of a striking new VMG corporate identity and brand which, again with unanimous Board approval, is to be led by Andrew Hillier and designed in-house at Hillier Consulting.
Andrew commented: “Designing a modern integrated communications, engagement and marketing strategy for the VMG will raise the organisation’s profile and equip it to operate more effectively in a dynamic and increasingly corporatised sector. The new approach integrates communications disciplines into a matrix of mutually supportive programmes. Professionalising and introducing planning to public affairs, PR, marketing and member engagement will result in clear, unambiguous messaging from the VMG, targeted at the right audiences in the right language and with appropriate timing.”
“The VMG will be equipped to reflect the views of its membership, and support veterinary practice management. A sophisticated, professional approach to communications and stakeholder engagement will better reflect the maturity of the organisation and the gravitas it brings to debate and policy formulation within the sector.”
Andrew continued: “I look forward to seeing the VMG taking ownership of the programme and driving it forward to a successful implementation. An effective, robust CRM linked to a professionally designed website and social media network is now needed quickly to support the programme.”
As well as being lead consultant at Ah! and Managing Director of Ballinger Equine, Andrew is a Board Member of the European Association of Communication Directors and has recently presented on Communications and Engagement at the Council of Europe in Strasbourg and is to speak later this year at the ICCO Global Summit in Warsaw.