Launching new £16 million animal hospital
To launch Southfields’ new £16 million Basildon animal hospital, targeting both pet owners and referring vets from across the south, along with veterinary professionals across the UK with a view to a major recruitment drive.
Working with team at Southfields, we put together a veterinary PR campaign aimed at both B2B and B2C audiences, which tied in seamlessly with website, social media and direct marketing objectives.
In the lead-up to the hospital opening, we identified key service and building USPs which we used to create a drip-feed effect of media coverage across a 12-week period.
On the back of this continuous regional and trade media coverage, we organised for well-known naturalist Nick Baker to appear and speak at a special launch event which saw veterinary professionals from across the country tour the new building and enjoy speaking to the team there.
This not only earned more fantastic media coverage but Nick was also a great hit with the team and visitors on the night.
As veterinary PR experts, we utilised our excellent contacts within the veterinary media to organise features on the new hospital in key target publications. These were multi-platform, in-depth profiles on Southfields from top to bottom, acting as a priceless shop window for perspective employees.
We also liaised with the local BBC radio and online outlet to arrange for filming and interviews at the new hospital to take place, highlighting the cutting-edge facilities and treatments on offer.
Over the course of around four months, our veterinary PR campaign secured more than 60 pieces of media coverage spanning regional, national, broadcast and trade press.
This resulted in a fantastic publicity among both pet owners and veterinary professionals across the country.
The coverage also heavily supported Southfields in a concerted recruitment push, with more than 40 veterinary nurses already joining the hospital since it opened its doors, along with renowned specialists.