Introduction
Hillside Veterinary Clinic (HVC) is a small business operating in Colorado, requiring rebranding of its positioning to acquire new customers. The facility was planning to expand, therefore needing to adjust and enhance its marketing strategy according to the client’s needs and preferences. The following paper critically analyses the marketing plan of the clinic, including its main objectives, means of advertising, and ways of increasing revenue.
Main body
In order to achieve the primary goals of the business, a set of objectives was generated to keep the company accountable. They include a 15% rise in clientele within two years and keeping a high retention rate, which is currently at 95% (Hardy, 2008). It also plans an increase in yearly dental pet examinations and screenings by 20% on average (Hardy, 2008). Therefore, Hillside has clear goals with a set deadline that seem realistic for the operating surrounding.
HVC advertising plans include participation in community events and the growth of customer awareness. The clinic also intends to buy an advertisement in the local media – Yellow Pages and open a point-of-purchase materials and brochure shelf and distribute free promotional materials at various community events. As a part of promotional campaigns, the clinic needs to distribute branded materials, raising client awareness. Considering the district size, Yellow Page advertisement, and community events become a practical tool for attracting new clients.
Smaller communities usually prefer convenience in everything; therefore, the customer communication strategy must be focused on these objectives. The design of the brochure may include such phrases as “near you” or “right around the corner,” which will emphasize close proximity (Hardy, 2008). Furthermore, branded images must include the logo illustration and special sales which will increase brand differentiation. Planned sales promotions include pet service package deals, which are expected to raise revenue. Moreover, the clinic plans to produce branded souvenirs, selling them at the clinic itself and local events. Sales promotions are mainly focused on growing customer demand, attracting potential clients by calling them to action. Additionally, they may be centered on upselling and cross-selling, expanding sales volumes.
Conclusion
To summarize, Hillside Veterinary Clinic has a well-developed marketing plan that could potentially attract a large number of new customers. Furthermore, with planned sales promotions, the design and distribution of branded materials HVC is expected to differentiate itself from its competitors. The facility has high chance of becoming a leading clinic in its community in case of adherence to such a thorough marketing strategy.
Reference
Hardy, B. (2008). Hillside Veterinary Clinic marketing plan [PDF document]. Web.