A sophisticated rebranding helped this storied social club attract attention and new members
Petroleum Club of Fort Worth
Online vet appointment bookings up 1,000%
Client
Fort Worth’s The PARC – which stands for People, Animals, Revolutionary Care – offers veterinary services, an animal emergency room and pet boarding, all designed to maximize that special bond between a person and their animal. Founded by Dr. Steve Hotchkiss in 1994 as Hulen Hills Animal Hospital, Metro West Emergency Veterinary Center and The Grand Pet Resort & Salon, The PARC officially opened under one unified brand in 2018.
Services
We’ve more than doubled our revenue, and Balcom’s efforts have directly contributed to this tremendous growth. It’s fun working alongside a team who gets us, and is fully invested in our success.
The Challenge
As Hulen Hills Animal Hospital and its two sister companies united under one brand – The PARC – their separate websites also had to become one. Messaging had to communicate the philosophy behind the new branding, and the site would need to launch in time for the grand opening of a new building. Boosted by a new ad campaign, the client hoped to achieve a 20% increase in business.
Insight
We worked with the client to identify the top three things visitors should know within 30 seconds of landing on the site: open hours, services and ways to book an appointment. We also needed to make the rest of the content easily accessible, with intuitive navigation based on common naming conventions – yet an overall look and messaging that set The PARC apart.
Creativity
The new website complemented both the rebrand and the new facility: A full-width design with large, colorful content blocks mirrors the bright airiness of the physical building. A mix of photos, illustrations and animations reflect the style of the client’s animated origin video. An empathetic, conversational tone rather than lengthy, technical veterinarian language conveys the unique philosophy of The PARC.
Technology
Balcom developed a hybrid navigation: a traditional tab navigation covers the top three messaging goals, while a takeover menu makes the rest of the content easy to browse. Design is responsive and dynamic without being busy or overwhelming. Front-end and back-end copy – including a blog to improve organic search engine optimization – is keyword-rich while also personal and human.
The Results
Post-launch of both the website and integrated campaign, business increased 25% over the same period the previous year, as measured by the number of appointments and transactions billed – well above the 20% goal. In the year following launch, there was a 10X increase in “Make an appointment” form completions online, compared to the previous three websites combined.
Stats
472% increase in web sessions
1,159% increase in “Make an appointment” goal completions
76% increase in average session duration
11% reduction in bounce rate
Awards
2019 Worthy Award – thePARCvet.com – Website
