Banfield
ABOUT BANFIELD
Founded in Portland, OR, in 1955, Banfield has become the largest pet general veterinary practice in the world, with more than 750 hospitals in neighborhoods across the United States. More than 2,000 veterinarians at Banfield are committed to giving pets the highest quality of veterinary care. Banfield hospitals offer a full range of comprehensive medical services, computerized medical records, preventive care plans and extended operating hours. They are the only veterinary practice in the world with an extensive quality assurance program. The pet hospitals help extend the lives of millions of pets each year through their Optimum Wellness Plans.
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THE CHALLENGE
Banfield came to Oneupweb with three very specific goals: rank within the top 10 listings of the leading search engines; augment brand awareness; and increase local veterinary visits across the US. Oneupweb eagerly took on the challenge of increasing Banfield’s online rankings, and brand awareness as well as tracking and converting online prospects into offline sales; driving online visitors into local Banfield “brick and mortar” hospitals.
THE RESULTS
As a result of the integrated strategy, Banfield has experienced:
A 61 percent increase in monthly site visits.
Over the course of a year, coupon related conversions jumped from 194 to 696–that’s a 259 percent increase.
The Google AdWord campaign generated over 500,000 clicks within a 20 mile radius of Banfield hospital locations throughout the US.
Yahoo! has converted over 30 percent of all unique visitors to the Banfield site, the highest conversion rate of any other channel.
Within the Google Display Network–A study released in Q4 2010 by Media Mind stated the average banner ad click-through rate from 2009 through Q3 2010 was 0.09 percent. During this same period, the Banfield display campaign surpassed average industry performance by over 33 percent!
Due to the success of Banfield’s recent integrated strategy, Banfield has expanded their project scope to include the creation of a dynamic landing page which will deliver a better user experience, lower cost per click, higher quality score and even higher conversion rates.
THE TACTICS
To meet Banfield’s goals, Oneupweb put on their lab coats and began crafting a digital marketing strategy that consisted of natural search, pay per click, and display advertising.
Using Google Places, the Oneupweb natural search team created listings for 756 Banfield hospitals with locally optimized content for all of the locations. But they didn’t stop there, overall site content was optimized with highly competitive industry search terms and downloadable coupons were added to promote traffic into the hospitals. In the realm of paid search, strategies such as Google Ad Words, MS adCenter, Yahoo! Search Marketing and Google Display Network were also deployed.
