Local Marketing Outreach: A Toolkit for Practice Managers

This outreach guide was designed to support the practice manager's local engagement efforts. ​

​

It was created knowing that the hospital manager's expertise is centered in veterinary care (and not marketing), therefore it includes step by step guidance, talking points, materials usage instruction, and ideas. It can be leveraged to tailor a plan suitable for any market.

Expansion Marketing:  

This Expansion Playbook is the core document for opening every new UrgentVet location. It thoughtfully outlines the steps and standards needed for a consistent, efficient launch. 

​

I oversaw the marketing components of the process, ensuring that each de novo site entered the market with clear messaging and a unified brand experience. 

​

The playbook is updated quarterly to keep the approach streamlined and effective. 

Branding & Fulfillment: Online Store

I owned the development of our company store from concept to launch - selecting the vendor, building the plan, and choosing the merchandise. 

​

Behind the scenes, I partnered with other departments to ensure budgetary and tax compliance. The store reduced the time marketing team members used to fulfill supply orders.

​

The store quickly became very popular - as a resource for both personal team member gear and for supplies used with outreach and events. 

Competitive Analysis: Taking the Pulse of Our Markets

To support location strategy, I analyzed competitor openings, business types, drive-time shifts, client shifts, and local review sentiment.

Insights presented in the reporting template were used by senior leadership to make necessary adjustments in strategy.