The Situation
Thrive Pet Healthcare (Thrive) is a national network of veterinary clinics committed to creating a comprehensive pet healthcare experience. Each year, they serve more than 1.3 million pet families.
Over the last few years, Thrive has grown rapidly through the acquisition of local veterinary practices—creating a network of more than 400 locations across 37 states. Seeing an opportunity to streamline and modernize, Thrive turned to us for a new digital experience, robust campaigns and more.
WHAT WE DID
First, we started by grounding ourselves in the business to understand its structure and growth goals and establish clear objectives. This allowed us to evolve Thrive’s digital experience—inclusive of the company’s website, CRM and more—and drive tangible value for both veterinarians and pet owners.
From there, we helped launch Thrive’s new brand position into the market with an awareness campaign and supported appointment bookings and membership acquisition via performance marketing.
01
Digital
Experience
From information architecture to user interface design and content, we built Thrive’s web presence from the ground up. The new site replaced three old website properties and introduced Thrive’s brand in a consistent and compelling way. The site embodied Thrive as a nurturing and proactive healthcare partner, using new functionality, content and design to provide users with a seamless experience.
PERFORMANCE OPTIMIZATION
Performance of the new site was a priority. We conducted a robust SEO analysis, migration plan and measurement strategy. And since local search is essential to drive organic traffic, we provided Google My Business recommendations so clinics could still easily be found during the migration. We also developed a new content strategy to help Thrive raise its domain authority and better compete for organic search traffic.
We created a custom dashboard to help visualize key performance indicators (KPIs), and identify common behaviors and optimization opportunities. Real-time analytics allowed us to test variations of the user experience to improve functionality, conversion and user satisfaction.
02
Creative
and Media
To better convey Thrive’s unique point of difference and compelling benefits to pet parents, we introduced a bold new brand campaign. “Care That Goes Beyond” focuses on the deep relationships between people and their pets, and features visuals that are slightly over the top but still relatable and emphasizes Thrive’s look and feel to drive home brand awareness. All said, the campaign makes it clear that it’s “possible to care even more” with Thrive.
A STRATEGIC APPROACH TO PAID MEDIA
Wanting audiences to really feel something, we prioritized placements that enabled such moments. Our approach—encompassing social, connected TV, streaming audio and more—leveraged user generated content to convince pet parents that Thrive’s quality of care matched their own. With only 6 weeks, a limited budget and established veterinary competitors chomping at its heels, Thrive generated enough interest and intent to trigger an immediate increase in appointments—a fast evolution from awareness to performance.
03
CRM
Evolution
Streamlining how Thrive manages more than one million customer relationships was crucial. We created a roadmap to organize customer data and onboard the right marketing automation technologies. From there, we created journeys, email templates and content—launching our engagement strategies into market.
CUSTOMER JOURNEY DESIGN
We architected automated email journeys for key moments in the customer lifecycle and brought them to life with engaging copy and design.
RESPONSIVE EMAIL DESIGN
We created responsive email templates to establish consistency across communications and streamline the execution of automated journeys.
IMPACT
The work we did for Thrive across CX, media and CRM delivered measurable results for the brand:
+7%
increase in average weekly revenue
+24%
increase in pages
viewed per session
+35%
increase in
appointments booked
“The team at Bold Orange is helping us navigate our digital transformation with focus, creativity and speed. They have an exceptional ability to understand the pet parent and articulate our brand through the digital experience.”
Amy Halford
CMO, Thrive Pet Healthcare
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