For our project with the University of Missouri's Veterinary Health Center, a leading animal hospital in the Midwest known for its exceptional research capabilities and medical services, the goal was to elevate local pet owners' awareness. I led the team to conduct both secondary and primary research, and uncovered a crucial insight: local residents do utilize VHC's emergency services and are generally receptive to them, yet perceive cost as a significant barrier to becoming regular clients.

Leveraging data from our primary research, we pinpointed our target audience profile: conscientious caretakers who prioritize their pets' health and well-being above all, and value customer service highly. This insight led to the development of a brand strategy: "Trust in Care is Priceless." This strategy underlines the VHC's commitment to exceptional care that ensures both pets and their owners feel reassured and satisfied.

With the guidance of the above consumer insights and strategic vision, our team effectively crafted aligned big ideas and tactics.