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Community Service Based Marketing

Community Service Based Marketing. Dr. JoAnne M. Roesner, DVM DAVBP. This marketing strategy is effective! LHAC grew from 1.42  1.52 million in the contracting economy of 2002  2003. This marketing strategy is cost effective.

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Community Service Based Marketing

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  1. Community ServiceBased Marketing Dr. JoAnne M. Roesner, DVM DAVBP

  2. This marketing strategy is effective! LHAC grew from 1.42  1.52 million in the contracting economy of 2002  2003

  3. This marketing strategy is cost effective. • 1 page Yellow Pages ad proposed to me at the discounted price of $39k/year in 2003. • Consumers are inundated by the volume of commercial advertising. • Your message in these media are diluted and often ineffective.

  4. Community service based marketing introduces your business in a non commercial setting. • It instills trust & bonds people to you rather than engendering an attitude of distrust or suspicion. • To be effective, community service based marketing must be congruent with your mission and vision. • Actions speak louder than words.

  5. Community Service is deeply satisfying in its own right. It can be motivating and fun for the entire clinic.

  6. Establish relationships with community media to promote events and to write articles. This is often a more cost effective way to spend your commercial advertising budget.

  7. Community involvement has allowed me to attract and bond incredible staff. • The staff of LHAC are part of something bigger than work. Everyone wants to work here not just at a vet clinic. • E.g. VBS

  8. Examples of using this strategy

  9. 2004 Marketing Plan

  10. Community Lectures • An opportunity for non commercial press. • A non commercial focus for commercial ads. • It doesn’t matter who comes. The visibility is a positive. (e.g. West Nile, Anthrax lectures)

  11. Printed media (have a graphic identity!) and school visits. • Send something unique home with the kids.

  12. Sponsor an Organization that does good in the world with animals • CCI • Noah’s Bark • Cats in the Cradle • Good Mews The cost is discounting of services; the benefit is incredible noncommercial visibility and personal satisfaction.

  13. Schools

  14. Sponsor Athletic Teams

  15. The “Shadow” Program

  16. Sponsor community events and training.

  17. Financial Success can flow from selfless giving – They are not mutually exclusive. Do what you have passion for to find satisfaction and success.

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