1. Community Service Based 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

6. 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.

8. 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.

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

10. 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.

12. 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

13. Examples of using this strategy

14. 2004 Marketing Plan MonthEvent or Events JanuaryContact Schools, Microchip FebruaryDental, Chamber lunch to Promote Dental Month MarchCPR – article/press release, Chamber Lunch – Eye Care Promotion AprilAnimal Eye Seminar – Article/Press Release (4/17) MayContact churches for VBS, Email Newsletter, Bird care – TAP, Selecting the right pet - Flyer JunePromote boarding, Weight Watchers JulyVaccine Seminar, CPR – Late July, Patriotic Pet Portraits AugustIntegrating Pets and Children SeptemberSenior Pet Care and Wellness – Flyer/Email OctoberDental Month NovemberHoliday Hazard – Pet Safety Awareness Lecture, article/press release/email DecemberHoliday Pictures, “Thank You” to clients

15. 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)

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

20. 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.

25. Schools

27. Sponsor Athletic Teams

29. The “Shadow” Program

30. Sponsor community events and training.

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