The independent veterinary group won the Practice Marketing Award, was highly commended for the Marketing Campaign Award, Practice Marketing Award and Integrated Digital Campaign Award and were finalists in the Direct Mail, Integrated Digital Campaign, Digital Technology, Practice Marketing and PR award categories.
Scarsdale Vets’ in-house marketing team work alongside local marketing agency Fluid Ideas, who are based in Derby. Since 2017 Scarsdale and Fluid have created several integrated marketing campaigns to support and promote different aspects of the veterinary group’s work, from creating a bespoke recruitment website (www.weareoneteam.co.uk) to promote both clinical and non-clinical roles across Scarsdale’s 11 practices, to ‘Pet-specting’ – a new educational campaign for new pet owners.
Scarsdale won the Practice Marketing Award for its new ‘Pet-specting’ campaign. This campaign was developed to educate new and prospective pet owners in an engaging and unique way, explaining ‘what to expect when you’re pet-specting’.
As well as offering advice, the campaign starred two bespoke 3D characters, Bailey the puppy and Lola the kitten. The pair featured in a series of animated scenarios to give pet owners an insight into the joys, challenges and considerations of owning a pet.
This campaign spanned multiple digital and traditional marketing channels, including via Spotify adverts, Facebook display advertising, in-store displays, email marketing and local advertising. It also saw a significant increase in enquiries and visits from new pet owners across Scarsdale’s practices.
In addition, Scarsdale Vets was also “highly commended” in three other categories:
- Practice Marketing Award: VIP Pet Club, in addition to winning this category with its Pet-specting campaign
- Marketing Campaign Award: We Are One Team campaign. Just 16 weeks after launching Scarsdale’s ‘One Team’ brand and campaign, 26% of the priority roles were filled via the new website. As part of its continued shift towards digital transformation, recruitment through digital channels has already doubled.
- Integrated Digital Campaign Award: We Are One Team campaign.
The team were also finalists in the Direct Mail Award (for their ‘Heart of the Matter’ newsletter for veterinary professionals), Digital Technology Award (for their ‘Pet-Specting’ campaign), Integrated Digital Technology Award (for their ‘Pet-Specting’ campaign), Practice Marketing Award (for their VIP Pet Club campaign) and the PR Award categories (for both their PR-led alpaca blood donation campaign and their PR success between 2017-18, working with Oxfordshire based agency Firebird PR).
Wendy Furness, partner at Scarsdale Vets said: “We are delighted to have won the Practice Marketing Award – especially for the second year in a row. I am extremely proud of everyone involved, from our in-house marketing team to our external colleagues at Fluid Ideas and Firebird PR, who together took each campaign from an initial idea to its execution, achieving high quality pieces of work and ultimately fantastic results.
“Our success at this year’s VMAs represents Scarsdale’s ethos and proves that by working together as a team we can make something outstanding – which is not only shown by this win, but also by the other categories we were highly commended in too.”