Covetrus embarked on an ongoing demand generation drive throughout 2019 and 2020 to convert customers currently not using their full product suite. They were targeting customers through a range of marketing communications designed to educate and guide their decision to use additional products. However, they wanted to amplify their efforts.
Bray St created a monthly campaign of online and offline material, including emails, postcards, blogs, social advertising and landing pages as an extension of the client’s demand generation activities. Digital touchpoints were applied across Facebook and LinkedIn, blogs, display, landing pages and PPC. It was important these core assets reinforced the key Covetrus brand elements while adding variety month-to-month so they didn’t become stale or repetitive.
We blended bold typography, clear messaging and imagery to form a cohesive and visually varied campaign. For example, a new direction was generated each month to create an engaging DM piece to drive traffic to online materials.
Delivered an increase in engagement in demand generation communication. Higher open rates, click-through rates and form submissions—since the Bray St team partnered with Covetrus to improve the creative elements of our communications.
Additionally, Covetrus has seen an increase in brand recognition across the North America team due to the carrying of the core brand through each marketing touchpoint.
“Danny and the Bray St team took our existing framework for communicating to clients, our brand guidelines, and vision and goal for demand generation into a creative and engaging always-on campaign that tells a story to our customers. Their attention to detail and care for the message we’re trying to convey comes across in the careful execution of the design elements each month. We can rely on them for more than just the standard agency relationship.”
Kaitlin Brady, Marketing Operations Manager