Rockin' Pets Rollin' Vets Case Study

Best Paw Forward

Rockin’ Pets, Rollin’ Vets is a veterinary clinic that takes a unique approach: full-service mobile veterinarians come right to pet owners’ homes to provide care where pets are most comfortable. Demand was booming, but misperceptions around the company’s services and a disorganized customer relations system threatened future growth. That’s when BrandExtract stepped in.

Our team performed in-depth research on the entire Rollin’ Vets customer journey and created a marketing ecosystem to improve lead generation and brand equity. We also set up the company’s first CRM system to effectively track, manage and nurture leads. Through an aligned marketing strategy and re-energized brand position, Rollin’ Vets successfully captured market interest and created a path toward sustainable long-term growth.

Website

www.rollinvets.com

Location

Houston, TX

Industry

Veterinary Care

Services Offered

Strategy
Marketing
Inbound
Digital

Checking the Pulse

Having experienced explosive growth and success in recent years, Rollin’ Vets found itself struggling to organize and manage the amount of incoming leads and customers. This led to disparate approaches with inconsistent branding, un-optimized content and inefficient reporting that was challenging to produce and manage on a regular basis.

Our brand strategists and inbound marketing experts began a full analysis of the customer journey of Rollin Vets’ clientele, looking for common pain points and needs that were unaddressed. We also performed in-depth competitive research to find the key differentiating factors that cause people to choose Rockin’ Pets, Rollin’ Vets over their peers.

Two advertisements of RPRV

Graphic featuring black and orange with text "seeing your vet just got a lot easier."

The Cat’s Meow

Our findings revealed that customers weren’t aware of the full scope of services Rollin’ Vets provided. Many assumed a mobile vet service could only provide simple vaccinations and exams, but didn’t know that Rollin’ Vets’ vans were fully equipped to provide ultrasounds, minor surgeries and more. Fixing this perception gap would become a top priority for the brand going forward.

We used our findings to clearly articulate what made Rollin’ Vets stand out from the competition: a fun-loving, personal and full-service veterinarian motivated by the well-being of animals. This brand purpose was driven by the company’s unique at-home services, which put the pets at ease and helped pet owners get the full range of care they needed conveniently. Using these as driving values, we got to work communicating the brand’s mission to their growing audience.

A Fresh Coat

Along with correcting the perception gap around Rollin’ Vets’ services, we also needed to strengthen the recruitment of new veterinary professionals to keep up with demand. To address both goals, we pushed Rockin’ Pets, Rollin’ Vets further into the limelight with a series of promotional and recruitment videos that showcased the unique benefits of working for Rollin’ Vets and the full range of care provided by the mobile vet service.

These videos involved coordinated photo and video shoots that captured footage of real veterinary exams inside pet owners’ homes and the fully-equipped Rollin’ Vets van, as well as interviews with Rollin’ Vets employees to capture real testimonials. The videos utilized the Rollin’ Vets brand identity with light-hearted voiceover and graphics to showcase happy vets and happy pets. Overall, it elevated the brand’s position and gave a personal face to the practice that resonated with both target audiences.

Image of woman in nurse scrubs holding a fluffy brown dog.

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Barking Up the Right Tree

Our team then re-energized Rollin’ Vets’ lead generation with an overhaul of the company’s inbound marketing infrastructure, including the implementation of the company’s first CRM: HubSpot. Because different leads encounter Rockin’ Pets, Rollin’ Vets at various stages in their buying journey, we created marketing automation campaigns with personalized messaging tailored to each lead’s needs. With the addition of a CRM, we were able to configure a system that compiled customer data automatically, saving the Rollin’ Vets team hours of time every week and improving response time for customer inquiries and appointment requests.

The implementation of the inbound ecosystem resulted in 40+ new landing pages across 13 new automated workflows. This allowed leads, customers and recruits to approach Rollin’ Vets at their own pace, discovering content that was most relevant to their needs at the right time. Over 60,000 emails sent to prospective customer and recruitment leads heightened the visibility of Rollin’ Vets’ unique business model and established it as a flexible, friendly veterinary practice with a robust presence in the Greater Houston area.

Website scroll of Rockin' Pets Rollin' Vets page

Top Dogs

With a reinvigorated brand mission, a cohesive marketing strategy, inbound lead generation campaigns and clear brand messaging, Rollin’ Vets was equipped with all the tools it needed to truly capitalize on the growing interest from its customer base. It has since been able to effectively nurture its audience and become known as a leading veterinary care provider in the Houston area. The company continues to expand and achieve long-term growth driven by a passion for quality service, caring professionalism and healthy, happy pets.

Hands typing on laptop with digital Rockin’ Pets, Rollin’ Vets form on screen. Orange ball dog toy in frame.