Animal Hospital of Mebane

Scope of Work
Spring 2022
Client Briefing Summary

The Animal Hospital of Mebane (AHOM) is a full-service animal hospital founded in

2008. AHOM’s team is devoted to serving the community and treating each client,
patient and staff member as family. AHOM serves over 3,000 pets and their humans
in the Mebane, NC area while maintaining a close-knit practice and business
community. Live Oak Communications and AHOM have partnered to engage with
current and future patients of the AHOM family.

This semester, the AHOM team at Live Oak will work to increase online engagement
and grow AHOM’s social media reach and audience size. The team will also
strategize a hands-off and client-managed customer loyalty program. Live Oak will
design staff t-shirts in the hopes of attracting more brand awareness and future
customers. We will also research billboard placement and pricing in Mebane in
order to raise the client’s profile. Live Oak will create a cost comparison report on
local competitors in the Mebane area. Live Oak’s analytics team will continue to
conduct social media, website and competition-based analytical research for AHOM.

Organizational/Communication Goals

This semester, our goals include:

● Increasing online engagement and social media audience size
● Maintaining AHOM’s family brand
● Connecting with a millennial demographic
● Conducting social media, website, and competition-based analytical research

Semester Deliverables

1. Evergreen Social Media

Live Oak will continue to post on the Animal Hospital of Mebane’s Instagram page
twice a week (Tuesdays and Fridays) and post stories on Thursdays. The goal is to
use new tactics to engage the AHOM community and draw more customers to the
AHOM website and social media pages.

Strategy: Continue to highlight the AHOM brand to the Mebane community.

Probable Tactic 1: Develop a social media branding guide to maintain a
recognizable, consistent brand.
Probable Tactic 2: Contribute to an ongoing brainstorm sheet for TikToks and reels.
Probable Tactic 3: Create gifs and interactive content for Instagram stories to
generate engagement.
Probable Tactic 4: Create informational posts highlighting the services that AHOM
provides.
2. Loyalty Program
Live Oak will strategize a hands-off and client-managed customer loyalty program
for the Animal Hospital of Mebane. The goal of this program is to build a loyal
customer base and bring attention to AHOM while building a sense of long-term
investment in a relationship with AHOM on the part of patients’ families.

Strategy: Design a rewards-based program that provides customers with tangible

benefits for repeat business, in a manner that does not materially add to the AHOM
administrative staff’s workload.
Probable Tactic 1: Conduct initial research to determine the exact program to use.
Probable Tactic 2: Conduct beta testing with members of the Very Important Pet
(VIP) program.
Probable Tactic 3: Design tote bags for the loyalty program.

3. Staff T-Shirts Campaign

Live Oak and AHOM will collaborate to create t-shirts with a fun, catchy slogan for
AHOM staff members to wear. The goal of the implementation of staff t-shirts is to
promote AHOM. The profile-raising benefits of the t-shirts would be vastly increased
if the shirts were either made available for customer purchase and/or incorporated
into the loyalty rewards program.

Strategy: Design and assist in the procurement of t-shirts in support of a

profile-enhancing campaign.
Probable Tactic 1: Brainstorm ideas for design and slogan.
Probable Tactic 2: Design a shirt with the creative team.
Probable Tactic 3: Work with the AHOM team to identify a low-cost, reliable
supplier for the shirt order.

4. Outdoor Billboard Campaign

The outdoor billboard campaign will promote AHOM as the “go-to” animal hospital
for families. The target audience will be pet owners that are new to town and
millennials/Gen Z pet owners in the Mebane area. The billboard will hopefully be
located on the I-40 exit closest to AHOM.

Strategy: Raise awareness of AHOM and its location.

Probable Tactic 1: Research pricing, location, and available billboards.
Probable Tactic 2: Brainstorm potential billboard designs.

5. Local Cost Comparison Report

Live Oak will conduct a local cost comparison report to determine cost differences
between AHOM and other competitors (​​specifically Southern Mebane Animal
Hospital and Creekside Hospital).
Strategy: Gather information about competitors’ pricing to determine its effects on
AHOM’s business.
Probable Tactic 1: Research competitors’ pricing strategies and compare them to
AHOM.

Timeline

Campaign Due Date

Evergreen Social Media Ongoing

Loyalty Program March

Staff T-Shirts Campaign April

Outdoor Billboard Campaign April

Local Cost Comparison Report May

Budget

Live Oak Service Fee: $1000

Out-of-Pocket Expenses: TBD
Total: $1000