Value proposition and brand positioning for SaaS animal health company, Covetrus
The SaaS animal-health technology and services company is based in the US but operates globally – including Asia-Pacific, where it comprises multiple business units it has acquired – and offers veterinarians and their practices an all-in-one solution for everything from pharmaceuticals and consumables to technology and equipment.
Challenged to communicate the services of each acquisition that form part of an all-in-one offering
The brief was to combine a wide range of Covetrus business units into a clear value proposition unique to the APAC region while paying homage to the heritage of each individual business unit and the place it holds among customers.
Key to successful adoption – both internally and externally – was managing stakeholders from each business unit throughout the process to get buy-in at both development and deployment stages. Building awareness of the brand proposition and driving sales for each business and the Covetrus brand were priority KPIs for the project.
Translating complex services across multiple business units into clear brand messaging to drive sales and raise awareness
To kickstart the project, we hosted multiple workshops for colleagues at all levels of the business within the APAC region, using insights gained from these to form the basis of our brand work. From here, we created the value proposition for Covetrus, alongside messaging for both brand and product. To connect with customers, we crafted a brand personality to speak to their passions and address their pain points, while simplifying the offering by creating a product eco-system and localising its reach.
Next, we developed a comprehensive but clear sales deck to communicate the different business units and their services, including everything from product explainers to customer testimonials. Supporting the client acquisition tool was a suite of complementary assets including sales scripts, email templates, advertising materials, explainer videos and exhibition collateral. All working together to provide a holistic and digestible way to communicate and sell the all-in-one Covetrus offering in the APAC region.
Insight-led brand-building that defined and amplified the proposition to colleagues and clients while building awareness and driving sales
The numbers speak for themselves: following a survey conducted after a training programme devised to equip colleagues with using the pitch deck, 7/10 believed that the brand work was essential in them effectively delivering services and products to clients, while 25 new business wins are testament to their success following a period of stagnation.
Empowering colleagues at Covetrus to represent the brand and its multiple units – making for a more efficient process and catering to the demands of customers – the APAC region is now leading the charge when it comes to a consistent message and a motivated team.
undertake due diligence in terms of the strategic groundwork, taking the time to understand our business at the highest level right down to the granular detail via a series of insight-finding discovery sessions. These proved invaluable in developing a value proposition for our APAC brand and products that colleagues felt part of and could believe in. We’ve already seen great engagement, both through internal adoption and client engagement, and anticipate further positive results well into the future.”
Commercial Director Australia, APAC Region, Covetrus