We Gave Big Pharma a Soul
Turning Discounts into a Much-Loved Program
Zoetis, the biggest manufacture of pet drugs in the world, helps non-profit shelters by offering deep discounts on the products they use most. The shelters consider the savings a godsend, but awareness wasn’t great, and members found the program challenging to use. We interviewed shelters of all shapes and sizes, dug deep for insights, and developed a complete vision and program to serve them.
Brand Strategy, Brand Guidelines, Landing Page, Online Application, CRM Program
Yep, those results are real
So how did we do it? By crafting a program that shelters could actually use and look to for more than just discounts.
Showing the Realities of Shelter-life
First things first. We wanted the program to mirror everyday shelter life, so we used real shelters and professionals. Our style was real and optimistic with a distinctive, conversational tone of voice. The extensive library of photography was used across collateral for articles, CRM and more.
CONTENT & THOUGHT LEADERSHIP
Believe it or not, competition for funding often stifles communication between shelters. To accelerate the sharing of good ideas and best practices, we created the To the Rescue video series.
The online community could now swap expert tips, advice, insights and participate in Q&A forums. It gave shelters a chance to broadcast their successes and learnings, while providing Zoetis a great tool for reaching out to prospective members.
Accessible to All
Because this content was so valuable to all shelters, we made it accessible to members in a regular newsletter, and non-members as part of a lead-gen program.
Bringing in New Members
What’s the use in generating leads though if you can’t successfully get them into the program? We smoothed out the process by streamlining a once long, complex analog application process into an easy-to-understand digital experience. And by digitizing the application, we were able to give the applicant a clear understanding of where they were all along the way.
An interactive slider let shelters explore just how much they could expect to save as part of the experience.
customer relationship management
Continuing the Support
We created a new CRM program that delivered articles and tips from shelter-medicine accredited universities, behavioral experts and our own Zoetis for Shelters members on a regular basis. It also engaged our community with polls, give-aways and forums.
This pure word-of-mouth discount program finally got the attention it deserved. We transformed it into a streamlined, valued community-building machine. The new web presence rocketed to the top 3 pages visited on the Zoetis website and, more importantly, Zoetis saw a 25% membership increase and a 49% financial increase!