Having established a loyal clientele over its first 15 years, Woodlawn Veterinary Hospital had begun to outgrow its existing location. In fact, the Dartmouth-based clinic decided to expand into a customized, 15,000 sq. ft. facility while adding new products and services in the process. As well, Woodlawn sought a stronger name and identity to more accurately reflect its growing status as the region's premier veterinary hospital.
The 'new' centre demanded a name that would accurately represent its larger-scale offerings, and the result, after a thorough exploratory process, was "Petworks." Not only does the moniker suggest a 'one-stop shop' for pet-related needs, it also connotes a certain playfulness. This helped inspire our logo as well as the brand personality to be conveyed in all materials: print advertising, direct mail, transit shelters, in-store signage, stationery, event invitations, e-newsletters and a website. In addition, the Impact team handled all public relations efforts for the Petworks' launch.
For existing customers, we excitedly announced the news while affirming that the same core staff of reputable doctors, nurses and assistants would be serving them. For prospective customers, we faced the challenge of announcing an 'alternative' to their current destination for pet services and supplies without alienating local competitors. (Industry standards restrict any claims of superior services.) Because of these limitations in language, we emphasized several key visual elements, specifically an energetic paw pattern and colourful pet photos. Memorable, exciting and informative, the entire launch campaign proved to be an overwhelming success. The website saw a 660% increase in visitors, the open house welcomed more than 2000 guests, and the Petworks story was covered by all major media channels in the market.
