The Corner Vet: A savvy transformation for a changing market
Challenge
The Corner Vet (formerly Moonee Valley Animal Hospital) is an independent veterinary clinic operating in a market increasingly dominated by franchise vets around Australia.
Franchises enjoy greater brand recognition, significant exposure from marketing, group buying power and a reduced business failure risk, making it difficult for independent clinics to compete.
With 40 years of continuous vet care in the community and a loyal customer base The Corner Vet was well established and respected. They, however, needed help to stand out in the market, to make it easier to recruit staff and compete against the franchise vets.
Approach
We Are Savvy undertook an in depth competitor analysis utilising desktop research, while assessing The Corner Vet’s market position and employee value proposition through client surveys, staff workshops and analysis of business metrics. Through a collaborative process, We Are Savvy developed the brand positioning that would enable The Corner Vet to differentiate itself in the market. Following this, they worked with the team to create a new name for the clinic and visual identity. We Are Savvy supported The Corner Vet team with introducing the new brand, ensuring it was applied consistently across the business from social media marketing to everyday client communications.
The brand transition was promoted through a multi-channel communications campaign devised and executed by We Are Savvy’s marketing experts.
Outcome
The Corner Vet was launched following a social media campaign designed to generate excitement and a positive buzz amongst staff and clients. The new brand has reinvigorated the clinic and boosted staff morale. Clients have provided positive feedback about the changes, pleased with the updated branding and creatives and the contemporary look and feel of the clinic. We Are Savvy’s tailored communications strategy has resulted in a consistent increase in social media engagement and growth.
