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LP&M Brings Veterinary Expertise To MyPetCareTV.com
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Syracuse, NY (August 2008) – PetCARE Television Network, Inc. (PetCARE TV) recently engaged Latorra, Paul & McCann Advertising (LP&M) to launch its exciting, new community-based Web site – MyPetCareTV.com. LP&M was selected based on the agency’s extensive category knowledge and more than 20 years of experience in the animal health industry.
Unlike other pet community Web sites, www.MyPetCareTV.com allows any veterinary practice to set up its own community site, and invite clients and prospective clients to participate. The site provides an extensive library of veterinarian-produced videos, blogs hosted by nationally-known media veterinarians, and a variety of groups and forums in which members can participate.
To launch its new Web site, PetCARE TV, the leading provider of client educational programming for veterinary clinics with nearly 4,000 subscribers, needed a partner capable of developing and delivering appropriate messages to veterinarians and pet owners nationwide in a short period of time.
To prepare for the launch, LP&M developed an aggressive strategic plan relying on the agency’s understanding of the veterinary audience and market research about pet owner Internet usage. The plan identified objectives, strategies and specific tactics designed to deliver veterinarian and pet owner traffic to the new Web site. The plan included:
- Developing key messages to spotlight the advantage that www.MyPetCareTV.com offers to veterinarians.
- Designing and placing print advertisements in targeted veterinary trade publications and online outlets.
- Developing a trade news release and pitching the story to leading veterinary trade publications.
- Coordinating the site launch announcement around major events occurring in the veterinary industry.
- Creating and distributing a series of broadcast emails and faxes encouraging veterinary clinics and veterinary industry leaders nationwide, including PetCARE TV clients, to register at www.MyPetCareTV.com, build their own clinic community site and invite their clients to join.
- Developing creative ideas to get veterinarians and industry influencers to visit the PetCARE TV booth at veterinary trade conventions.
PetCARE TV’s key success measure was based on a specified number of veterinary clinic registrations within the first few months of site launch. LP&M’s efforts enabled them to well surpass this goal. Additionally, PetCARE TV reported that its e-mail strategy delivered more veterinarians than expected to visit its trade show booth.
LP&M is a full-service advertising and public relations firm serving a variety of local, regional, national and international clients. A member of the American Association of Advertising Agencies, LP&M is headquartered on the tenth floor of the historic University Building in downtown Syracuse, NY.
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