American Veterinary Group (AVG), owns and operates eight veterinary clinics in Florida. While each clinic under the AVG umbrella maintains their own brand and unique voice, AVG caters to local pet owners who are looking for local, reliable, and personal care for their “fur babies.”
AVG’s business is primarily hyperlocal, with patients typically located within a 3-5 mile radius from their clinics. Their new customers have come from one of three sources: either new movers, new pet owners, or people who have had a bad experience with another vet. Historically, AVG has relied on word of mouth, their physical location, and mailers to acquire new customers. After finding little success with mailers in the past, AVG was in search of a partner that could help bolster their acquisition efforts. When AVG approached Integrate to help attract new patients to their Animal Medical Clinic at St. Johns location in Florida, we knew a hyper-targeted movers campaign would be their best bet.
Our strategy was to craft a direct mail movers campaign focused within a 10-mile radius of the clinic, as research showed pet owners don’t usually travel more than this for care when they live in the city.
From there, we developed a detailed list of attributes for our target audience, such as cat and dog enthusiasts, people who have bought pet food and pet supplies in the last year, pet-owners who moved in the last 12 months, and so forth.
We worked in tandem with the clinic to develop promotional offers for movers, designing mailers and creating content specific to pet-owners.
Over a four-month period, we did several different direct mail campaigns, A/B testing the design and content to continue serving the most relevant ad.
We closely measured the results and tested our target audiences.