American Association of Veterinary State Boards
AAVSB is an association of veterinary medicine regulatory boards whose membership includes licensing bodies in 63 jurisdictions throughout North America. They provide products that aid veterinarians and veterinary technicians in maintaining their licenses.
Role
Mid-level Designer
Client Services
Marketing Strategy and Collateral
Awards
Summit International Awards, 2022 Winner for the Marketing Effectiveness Award
Objective
AAVSB is well known for their RACE™program (Registry of Approved Continuing Education) which develops uniform standards for veterinary medicine continuing education. When a CE course is "RACE-approved", that means it meets the strict quality standards needed to qualify for a licensee's compliance obligations to maintain their license.
AAVSB was looking to increase the amount of engagement they were getting with their new continuing education tracking system, RACEtrack, and turned to us for help.
Strategy
We wanted to recognize the complex nature of CE management as well as the time investment required to maintain a license. Veterinary professionals' time is valuable, and RACEtrack can make tracking CE easier for both them and their member boards.
The veterinary marketing landscape is filled with photography of cute animals and veterinarians holding animals. With that in mind, we wanted to break through the noise with a different approach.
The Complexities of CE Management
Every veterinarian going through their coursework takes anatomy classes, so this idea of an anatomical illustration should be pretty familiar. The placement of the headlines are very intentional, staggered so as to be easy to digest in an almost lyrical way.
Animals are complex creatures (that comes across even just looking at a basic anatomical drawing, with a million lines pointing to different body parts). Playing off of the idea that animals are complex, I decided to render these animals as faceted illustrations, further implying this complexity.
I used AAVSB's brand colors as a base, then used tints and shades of those to keep the transitions from colors from being too abrupt. The brand palette lent itself to a colorful and eye catching implementation.
Campaign Metrics
This campaign was comprised of a multi-channel approach including social media advertising, print advertising, email marketing, and partner-based promotion. Within six weeks of the campaign launch, the AAVSB collected 910 new RACEtrack accounts (91% of the original goal) and overwhelmingly exceeded the original goal of a 5% conversion rate. There were 727 sessions to the campaign landing page in total, which showed multiple sign-ups per visit to the page—and resulted in a 125% conversion rate.
In addition, there were 364,000 estimated impressions total from the campaign:
LinkedIn - 26,453 Impressions
JAVMA - 86,000 Impressions
Email - 117,435 Impressions
Today’s Vet Practice - 65,000 Impressions
Today’s Vet Business - 55,000 Impressions
Pet Vet Magazine - 12,000 impressions
This Campaign Had Legs… Literally
The campaign was a huge success. Over the next couple years, there was opportunity to continue building on the campaign and create a wide variety of animals, from domestic pets like cats and dogs, to reptiles and exotic pets, to livestock like horses and sheep. I made an effort to create illustrations that were more active in their movement and place them within ads or email headers in a way that allowed them to almost interact with the content around it.