Case Study 0003: NCVMA

MAKING VETERINARY MEDICINE MORE THAN A PET PROJECT.

We love pets and the people that keep them happy and healthy. That’s just one of the many reasons we’ve worked for over eight years to support the North Carolina Veterinary Medical Association (NCVMA)’s mission to promote responsible pet ownership, as well as integrity and excellence in veterinary medicine throughout the state.

Our goal: Make NCVMA the expert source on all things animal health and wellness.

STRATEGIC COMMUNICATIONS

To drive awareness about the importance of responsible pet ownership, BAERING’s strategy centered around leveraging the mass appeal of college sports in North Carolina. To that end, BAERING produced a 30-second ad spot that was seen at several of North Carolina’s top-tier college and university sporting events — with an audience reach exceeding 60,000 per game.

The campaign’s impact has grown exponentially — the ads have become a staple at collegiate sports venues across the state, including Appalachian State University, East Carolina University and the University of North Carolina at Wilmington.

In 2017, the campaign won a Best in Business award from the Veterinary Medical Association Executives (VMAE).

MEDIA RELATIONS

As an association, the NCVMA’s experts are its members — North Carolina veterinarians. And for years, we have grown their equity as thought leaders through strategic media campaigns across the state.

NCVMA
NCVMA

MEDIA TRAINING

Media relations success for NCVMA has been reliant on its vast network of members being well-trained with a unified voice and message, and available to respond to media quickly.

To ensure that success, we created a customized media training program for the vets that prepared them to speak with authority and confidence in print and on camera.

 

SOCIAL MEDIA

The Internet is full of cat videos, but where do you go to find out if you should vaccinate your bearded dragon? If it can be done, NCVMA can tell you how.

We took to the Twittersphere, posting health and nutrition tips, vaccination reminders, product information for pets of all shapes, sizes, and species. The subsequent hike in followers led to NCVMA Facebook and Instagram pages, all of which have steadily increased in pet-loving followers throughout North Carolina and beyond.

NCVMA
NCVMA