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Background
In the summer of 2019, I began an internship at Broad Street Veterinary Hospital as a Social Media Manager. BSVH is the first animal hospital to open in Richmond Virginia when Broad Street was all grass and dirt. It was also one of the first animal hospitals in the country to be AHAA accredited. Today, thousands of people trust Broad Street Veterinary Hospital to treat their pets, whether it be an emergency or general check-up. Clients trust the staff at BSVH to be the compassionate caretakers their pet needs.
What I Did
SOCIAL MEDIA
Updated & managed Facebook. Created & managed Instagram.
WEB DESIGN
Created a new website emphasizing clientele loyalty and business appeal.
UX STRATEGY
User and mobile-friendly website for easy navigation.
EXPAND CLIENT REACH
Show a real business client relationship through interaction and real client photos.
Social Media Outreach Challenges
Broad Street Vet was struggling to engage with their clientele through social media. They haven’t been promoting themselves well enough, primarily online.
My Plan
Develop a bi-weekly content calendar with 15 days of Facebook post ideas aimed at increasing their engagement rate. BSVH wanted their Facebook posts to emphasize pet education and humor.
Sample of Content
The building photos were old, outdated, and didn’t show the beauty of the hospital. I took new images, which I used as my first post after managing Broad Street Vet’s Facebook Page.
Old Profile Photo
Posted: Aust 20, 2010
Post Clicks / Reactions / Comments / Shares: 5
Reach: 84
Engagement Rate:
6%
New Profile Photo
Posted: June 18, 2019
Post Clicks / Reactions / Comments / Shares: 249
Reach: 576
Engagement Rate:
44%
Reach: 1254
Engagement Rate:
9.5%
Reach: 682
Engagement Rate:
33%
Posts with the most reach *Pssst, hey you, hover over the pic for stats)
Reach: 634
Engagement Rate:
23%
Reach: 1026
Engagement Rate:
18%
Millennials love their pets. Millennials also love social media. Millennials love using social media when researching Veterinary hospitals for their pets.
Millennials Love Animal Photos.
I launched BSVH's Instagram in June of 2019.
After linking to Facebook, interactions and engagements grew.
Months after launch, BSVH's Instagram has grown in both exposure and social media engagements.
The biggest challenge:
Getting the animals to stay still enough to get a good photo.
It was well worth it though. Check out the gram!
