OUR IMPACTSmall Business
Publicity Club of Chicago Golden Trumpet Award: Content Marketing
Client: West Loop Veterinary Care
THE NEED:
West Loop Veterinary Care (WLVC) is a full-service, AAHA-accredited animal hospital located in Chicago’s West Loop Community. WLVC prides itself on providing outstanding care to pets and exceptional service to the people who love them. During the turbulent times surrounding the COVID-19 pandemic, it was essential for WLVC to communicate effectively with employees, clients, pet owners, the media, the West Loop community and the general public.
Partnering with Virginia Mann Group since its inception, WLVC has been positioned as one of Chicago’s premier veterinary practices, a contributing partner to the West Loop Community and a leader in Chicago’s animal health and welfare community. The positioning not only maintains WLVC’s status as one of Chicago’s top-rated veterinary practices, but also helps attract top-tier professionals during a time when there is a nationwide shortage of qualified veterinarians.
When COVID-19 presented numerous challenges to veterinarians, it was critical to provide timely and accurate information to employees, clients, pet owners and the community at large. Due to its proximity to downtown Chicago, even social unrest had an impact on the practice at this time. Virginia Mann Group was instrumental in partnering with WLVC to provide effective, award-winning communications on these issues.
RESEARCH AND PLANNING:According to the Chicago Veterinary Medical Association, there are more than one million pets and their families in the Chicago area. West Loop Veterinary Care (WLVC) is located in a vibrant area west of downtown Chicago that is home to many higher-income Millennials and empty-nest Baby-Boomers. It is an excellent location, but faces a market saturated with other well-respected veterinary practices.
Working with WLVC since its inception in 2009, Virginia Mann Group utilizes extensive research to identify factors that influence pet care choices and develop plans to effectively communicate about timely and appropriate topics. In fact, Virginia Mann Group was able to provide early warning about the pandemic, maintained up-to-date information about the virus and animals, coordinated communications among experts and helped WLVC keep staff, pet owners and the public informed with accurate, timely information. Virginia Mann Group developed extensive communication plans, media plans and targeted key media outlets. We maximized the impact of communications, social media and media coverage to engage targeted audiences, build brand loyalty and keep WLVC top-of-mind for pet owners.
OUR CREATIVE WORK: • Positioned WLVC as a trusted source and its veterinarians as the experts and thought leaders on veterinary care issues in the Chicago area • Maintained up-to-date information about COVID-19 and pets • Developed social media, blog posts, newsletters, media alerts, Q & As, employee communications, infographics and more to keep pet owners up-to-date on COVID-19 issues and pets • Position WLVC as a leader in animal health and wellness and as an attractive place to work among highly skilled veterinarians, veterinary technicians and staff • During the pandemic, ensured that WLVC’s policies and practices were thoughtfully developed and clearly communicated to staff and patients • During periods of social unrest, communicated effectively with employees, clients and the community • Provided media training for veterinarians to help them effectively deliver their message and represent WLVC through broadcast media RESULTS:Virginia Mann Group has been a key partner to West Loop Veterinary Care (WLVC) since its inception. We have helped build a premier brand that is highly regarded in its community, regularly featured in local media and recognized throughout the Chicago area. Today, WLVC maintains its position as a leading voice for pet care in Chicago and continues to grow and expand beyond its original location.
OUR CREATIVE WORK: • Positioned WLVC as a trusted source and its veterinarians as the experts and thought leaders on veterinary care issues in the Chicago area • Maintained up-to-date information about COVID-19 and pets • Developed social media, blog posts, newsletters, media alerts, Q & As, employee communications, infographics and more to keep pet owners up-to-date on COVID-19 issues and pets • Position WLVC as a leader in animal health and wellness and as an attractive place to work among highly skilled veterinarians, veterinary technicians and staff • During the pandemic, ensured that WLVC’s policies and practices were thoughtfully developed and clearly communicated to staff and patients • During periods of social unrest, communicated effectively with employees, clients and the community • Provided media training for veterinarians to help them effectively deliver their message and represent WLVC through broadcast media RESULTS:Virginia Mann Group has been a key partner to West Loop Veterinary Care (WLVC) since its inception. We have helped build a premier brand that is highly regarded in its community, regularly featured in local media and recognized throughout the Chicago area. Today, WLVC maintains its position as a leading voice for pet care in Chicago and continues to grow and expand beyond its original location.