petplan channel marketing
In addition to our bread & butter D2C target marketing, Petplan Pet Insurance employed B2B and B2C channel marketing to engage multiple ancillary audiences. Business development partners ranged from large organizations such as AARP and Banfield Pet Hospital to smaller retail businesses like BarkBox. Additional channels targeted the veterinary professional industry, animal shelters & rescues, and human resources departments who might be interested in offering pet insurance as an employee benefit. || Co-concept & creative direction.
AARP Member Advantages
After a competitive RFP process, AARP selected Petplan to be the pet insurance provider for their nationwide member benefits program.
Direct mail tactics
Banner ads
Banfield Pet Hospital
Petplan partnered with Banfield Pet Hospital, a partner of PetSmart pet superstore, to offer their wellness plan clients a free introductory month of pet insurance.
Microsite homepage
Saved quote email (cat owner)
Welcome email (dog owner)
Retail & Service Partners
BarkBox offer eblast
DogVacay offer eblast
Petplan produced several video series, including a beginner-to-advanced set of dog training videos with a popular local dog trainer, and made them available on YouTube. All videos were shot on site. || Videography: Peter Olson; Video editing & production: Fedora Media
“Gym Class: How to Exercise Your Dog” video (#5 of 5): Teach an old (or young!) dog new tricks! Exercise regimens get boring if they're not fun, so teaching your dog new tricks can be a fun way to sneak in a work..
Veterinary Professionals
Brochure targeting veterinary professionals about the benefits of pet insurance
Tradeshow booth display for national veterinary conferences — the “wings” for the booth were adapted from our print ads
Promotional gifts and items for tradeshows, conferences, and clinic fulfillment
North Shore Animal League America
North Shore, the largest no-kill animal rescue and adoption organization in the world, wanted to offer their clients quality pet insurance under their proprietary brand, “Adopter’s Advantage,” while retaining the Petplan name recognition and reputation. Collateral for this partnership was designed to utilize the Adopter’s Advantage logo, color palette, and image library but hew closely to Petplan’s tone and voice. Prospects were directed to an Adopter’s Advantage landing page before continuing on the regular Petplan customer journey.
Other Animal Rescue Organizations
The Animal Rescue Site landing page
Adopt-a-Pet print ad