Brand Identity & Strategy
Partner Veterinary Emergency & Specialty Center | Complete Brand Development
Challenge: Launch two emergency and specialty veterinary centers from zero brand recognition in highly competitive markets within 12 months.
Strategic Approach:
- Developed complete brand identity and positioning strategy that resonated with both B2B (referring veterinarians) and B2C (pet owners) audiences
- Created visual identity system balancing medical professionalism with approachable, pet-parent-friendly aesthetic
- Established comprehensive brand guidelines ensuring consistency across all touchpoints: digital platforms, physical locations, signage, uniforms, and marketing materials
Results:
- Successfully launched both locations to market leadership position
- Generated $50K in earned media coverage
- Launch events attracted 500+ community members each
- Established referral network generating 15% of new clients
Work Includes:
- Brand strategy and positioning
- Visual identity system and logo design
- Brand guidelines and standards
- Environmental design direction (signage, interior applications)
- Launch campaign creative direction
Branding Guide
Social Media
Marketing Materials
Visit Emmitsburg | Destination Brand & Digital Experience
Challenge: Create brand identity and digital presence for historic Maryland town to attract tourism and establish Emmitsburg as destination for diverse visitor segments.
Strategic Approach:
- Developed destination brand positioning highlighting Emmitsburg’s unique combination of historic significance, spiritual heritage, and outdoor recreation
- Led creative team including graphic designer and copywriter through brand development
- Directed messaging strategy appealing to history enthusiasts, religious pilgrims, and outdoor adventurers
- Oversaw website development ensuring cohesive user experience across all content and touchpoints
Creative Direction:
- Provided strategic direction for visual identity and tone of voice
- Directed copywriter to craft compelling destination narrative
- Collaborated with graphic designer on site design and user experience
- Ensured all creative elements worked together to express brand strategy
Results:
- Established cohesive brand identity and voice for previously undefined destination
- Created comprehensive digital resource serving as primary visitor information hub
- Successfully positioned Emmitsburg’s unique blend of attractions for multiple audience segments
Compassion First Pet Hospitals | Multi-Location Brand System
Challenge: Create brand consistency across five locations while enabling rapid content production and maintaining quality standards.
Strategic Approach:
- Developed comprehensive brand guidelines and creative systems enabling consistent execution across all marketing channels
- Created scalable creative brief process translating business objectives into clear direction for internal teams and vendors
- Established design standards that maintained credibility with veterinary professionals while connecting emotionally with pet owners
Results:
- Enabled consistent brand execution across five locations
- Improved operational efficiency through standardized creative processes
- Successfully balanced brand consistency with local market needs
Work Includes:
- Brand guidelines and visual standards
- Creative brief templates and process documentation
- Multi-location campaign examples
- B2B and B2C marketing materials
Creative Direction & Campaign Development
Educational Conference Growth | Bush Veterinary Neurology
Challenge: Transform small educational event into premiere industry conference and establish BVNS as thought leader.
Strategic Approach:
- Developed comprehensive event brand identity and marketing strategy
- Directed all creative materials from invitations to environmental design
- Created sponsorship program and materials that attracted industry partners
Results:
- Grew attendance from 100 to 400+ attendees within 3 years
- Established event as premier veterinary education experience in region
- Successfully transitioned to virtual format during pandemic, improving ROI
Work Includes:
- Event branding and identity
- Marketing campaign creative direction
- Sponsorship materials and presentations
- Website design and digital marketing
View Cardiology & Neurology Symposium
View 2015 Dogwood Symposium Materials
Online Continuing Education Program | Bush Veterinary Neurology
Challenge: Create first RACE-approved online continuing education program for BVNS, extending brand reach nationally.
Strategic Approach:
- Partnered with neurologists to develop scientifically accurate, accessible content
- Directed creative development of digital presentations maintaining brand standards
- Designed integrated marketing campaign including direct mail and digital promotion
Results:
- 375+ veterinarians completed program to date
- Extended brand presence from regional to national
- Created sustainable education platform supporting brand authority
Work Includes:
- Program branding and marketing strategy
- Creative direction for digital presentations
- Direct mail campaign design
- Marketing collateral
Launch Event Creative | Hope Advanced Veterinary Center
Challenge: Create memorable grand opening experience establishing Hope Center brand in competitive Rockville market.
Strategic Approach:
- Designed cohesive event experience reflecting brand values and architectural details
- Created thoughtful branded touchpoints from invitations to guest gifts
- Developed “Hope in a Jar” concept translating brand promise into tangible keepsake
Creative Execution:
- Invitation design incorporating architectural elements from facility
- “Hope in a Jar” parting gift with seeds and planting instructions
- Event environmental design and branded touchpoints
Content Strategy & Development
Client Education Video Series | Bush Veterinary Neurology
Challenge: Transform complex medical aftercare instructions into accessible, user-friendly video content.
Strategic Approach:
- Identified opportunity to improve client education through video
- Developed video content strategy and production standards
- Produced series of instructional videos maintaining brand voice and visual standards
Results:
- Improved client understanding and compliance
- Enhanced brand perception through accessible, professional content
- Created scalable content production process
View Urinary Bladder Maintenance Video
Brand Storytelling | BVNS “Happy Stories” Book
Challenge: Create meaningful touchpoint strengthening relationships with referring veterinarians and internal team.
Strategic Approach:
- Curated patient success stories demonstrating clinical expertise
- Designed high-quality photobook reinforcing brand values
- Distributed strategically to referral partners and staff
Results:
- Strengthened emotional connection to brand
- Reinforced clinical credibility through real patient outcomes
- Enhanced team pride and engagement
Integrated Campaigns
New Doctor Announcement Campaign | Bush Veterinary Neurology
Creative Approach: Developed interactive direct mail piece featuring crossword puzzle requiring recipients to engage with doctor’s bio and website to complete.
Results: Creative approach increased engagement with new doctor announcement and drove website traffic.
B2B Newsletter Program | The Neurotransmitter
Strategic Approach: Created ongoing content marketing program keeping referring veterinarians engaged with BVNS brand and clinical expertise.
Work Includes:
- Newsletter design and content strategy
- Multiple audience segments (veterinarians and technicians)
- Educational content maintaining clinical credibility
Additional Work
Website Development & UX
- Led redesign and ongoing management of BVNS and BAVI websites
- Implemented online forms improving efficiency: referral submissions, appointment requests, prescription refills, online payments
- Improved user experience for veterinarians, clients, and staff
Bush Veterinary Neurology Service
Bush Advanced Veterinary Imaging
Brand Culture Development | BVNS & BAVI Credo
Challenge: Translate company values into living brand culture.
Strategic Approach: Developed comprehensive credo program inspired by Ritz-Carlton service values, creating employee engagement and brand alignment.
Results: Established shared values and culture across all locations, integrated into new hire onboarding.
Selected work samples showcasing brand strategy, creative direction, and integrated marketing campaigns. Additional work available upon request.
GOING DIGITAL
When I began working for BVNS, we were a paper-heavy company. Referring veterinarians could only send referrals and patient histories via fax. In addition, the website had information about our service, but was not user-friendly for any of its users – veterinarians, clients or staff.
I developed contact forms on our site to make it a useful tool for all users. From on-line referrals, appointment requests, patient updates, prescription requests, on-line payments and marketing material requests, our website is now helping our employees to be more efficient and is a great resource for our clients.
Click here to view the Referral Form.
Click here for the Prescription Refill Form.
Click here to view the Client Information Form.
EVENT PLANNING
CONTINUING EDUCATION EVENTS
I have planned over 15 continuing education events during the past 6 years. These range from 3 hour evening events to full-day, multi-track events for up to 300 attendees. I am responsible for all aspects of the event including venue selection, contract negotiation, budgeting, food/beverage selection, speaker selection/management, marketing materials, website maintenance, securing sponsorship, online registration and selection and purchasing of give-aways.
The largest of these events has been the Cardiology & Neurology Symposium. I am in the process of planning the return of this event for a second year and anticipate our attendance to double.
Another large-scale event I planned in the Richmond area was the 2015 Dogwood Symposium, a full-day, multi-track event for veterinarians, technicians and practice managers. Here are marketing items from the event.
Email Invitation
Sponsorship Packet
Certificate
Website
HOPE CENTER GRAND OPENING
When the Hope Advanced Veterinary Center – Rockville opened, I planned and executed the grand opening event from the creation of the invitation to the creation of a gift for each attendee. This grand opening included a photobooth, hospital tours and hors d’oeuvres and cocktails.
View the full invitation here: Hope Center Invitation. The design inspiration for the inside of the invitation came from the interior windows in the building.
Each guest to the event was given a “Jar of Hope” as a parting gift. These jars came with a thank you note from the hospital as well as a package of seeds along planting instructions.
View the various pieces of this project here:Hope in a Jar Project
CLIENT INSTRUCTIONAL VIDEOS
Currently, I am producing client instructional videos for the clients of Bush Veterinary Neurology Service. There are many handouts given to our clients that discuss necessary aftercare. I felt that creating videos to replace these handouts would be much more beneficial. Here are two of our newest videos.
Urinary Bladder Maintenance Video
ON-LINE CONTINUING EDUCATION
One of my largest projects to date has been the creation of a RACE approved on-line continuing education program for Bush Veterinary Neurology Service. This program provides 4 hours of neurological continuing education for veterinarians across the United States.
This project involved working with our Neurologists to create content and working with Digital Bard to create their digital presentations. Here is one of the presentations.
To market this project, I mailed “Tickets to Free CE” along with popcorn and candy to over 2,000 veterinarians. We also distribute these tickets that we sponsor. We have had hundreds of veterinarians from Colorado to Vermont take this on-line course.
BVNS PHOTOBOOK
A favorite project was the BVNS “Happy Stories” book. We collected some of the best patient stories from 2015 and created a book that we gave to our local primary care veterinarians and to the entire BVNS and BAVI staff.
Vie the photobook here: BVNS Photobook
NEW DOCTOR ANNOUNCEMENT
When a new doctor was hired, I create an interactive marketing piece. One piece included a crossword puzzle that required recipients to read the doctor’s bio as well as visit our website to find answers.
Participants could then submit their crossword puzzles for a chance to win a $250 visa gift card.
View Crossword Announcement Here:New Doctor Announcement Crossword
SOCIAL MEDIA
I manage the Facebook, Twitter and Instagram pages for Bush Veterinary Neurology Service.
Facebook: www.facebook.com/BVNSNeuro/
Twitter: https://twitter.com/#!/BVNS_Vet_Neuro
Instagram: https://www.instagram.com/bvns_vet_neuro/
FULL PAGE MAGAZINE AD
We regularly place ads in industry related magazines. Here are a few samples of recently placed ads.
BVNS and BAVI WEBSITES
During my tenure as Senior Marketing Manager, I have overseen the redesign of both the Bush Veterinary Neurology Service and the Bush Advanced Veterinary Imaging’s websites.
Not only have I been responsible for the redesign of these sites, I also maintain and manage both sites.
Bush Veterinary Neurology Service
www.bvns.net
Bush Advanced Veterinary Imaging
www.bushvetimaging.com
NEUROTRANSMITTER 1.0
Keeping primary care veterinarians up-to-date on what’s going on with BVNS is a key part of our marketing strategy. We publish digital newsletters to keep them informed and interested in our service.
BVNS Neurotransmitter 1.0
NEUROTRANSMITTER 2.0
The technicians of Bush Veterinary Neurology Service create quarterly publications aimed at educating the support staff of our referring veterinary community.
Here are a few samples:
View the PDF: The Fungus Among Us
View the PDF: Puncturing Through the Mystery of CSF Analysis
MAILERS
Periodic marketing mailers are another way we keep in touch with our primary care veterinarians.
View the entire mailer: BVNS-By The Numbers Mailer
CLIENT HANDOUTS
Together with the neurologists of Bush Veterinary Neurology Service, I have produced over 20 client handouts. Below are a sampling.
Why Choose BVNS
Down Dog Care
Vestibular Disease
POP-UP BANNERS
Both Bush Veterinary Neurology Service and the Bush Advanced Veterinary Imaging sponsor a variety of veterinarian and pet-owner focused events. I have created pop-up banners to display at these events.
BVNS & BAVI CREDO
My first experience in the world of marketing was with the Ritz-Carlton. While working for the Ritz-Carlton, I fell in love with their commitment to employee engagement and buy-in. You could say that I drank the juice, and I liked it. Not long after I joined the BVNS and BAVI team, my boss came to me looking for a way to bring our company’s core values to life and provide our team members with a better sense of why we do what we do. I came up with the BVNS & BAVI Credo. Many of the points came from my Ritz-Carlton Service Values.
I love giving our Credo presentation to new hires when they join our team. Each location proudly displays our Credo and all employees are given a credo card.
View the presentation:Credo New Hires
I would like to thank Liz Rumpelsberger of Green Cat Dzine for her amazing graphic designs. She has worked with me on all of these projects and makes all of my crazy ideas a reality.
Stacy Ann Walls 