BRAND STRATEGY • BRAND IDENTITY • CREATIVE • DIGITAL • VIDEO • SOCIAL MEDIA • COMMUNITY OUTREACH • PUBLIC RELATIONS • PAID MEDIA • PARTNERSHIPS • est. 2023

THE CHALLENGE Beacon was six months old, already on their second advertising agency, and struggling to establish themselves in St. Petersburg. This young, enthusiastic, and incredibly talented pet ER was being held back by their uninspiring brand identity, pedestrian digital presence, and non-existent community involvement.

THE SOLUTION We worked closely with the owners and staff to learn and understand the authentic intangibles that set them apart from the conglomerate-owned competition. We leaned into their core truths, and established their: Strategy, Creative, Digital, Production, Community Outreach, PR, Social Media, Paid Media, Partnerships, and more. We launched all new creative, website, digital campaign, social media, and community engagement during the 2023 Halloween on Central event.

THE RESULTS We established Beacon as the 24/7 go-to choice for expert veterinary care in Tampa Bay. All key performance indicators dramaically improved. Revenue continued to grow M/M, and a second location opened in October 2024.

HIGHLIGHTS Top 5 Performing Months within first 6 months working with ZAC • 24% Revenue Increase M/M • 26% Patient Count Increase M/M

SOCIAL IMPROVEMENTS Facebook - Followers +709% / Reach +2,166% | Instagram - Followers +70,600% / Reach +81%

COMMUNITY ENGAGEMENTS St. Petersburg Halloween on Central 2023  • Beacon Pub Crawl - Pinellas Ale Works  • American Stage / Pets in the Park Event  • SPCA Tampa Bay Pet Walk  • Tampa Bay Ruff & Rowdies Events  • Shoreacres Elementary School Event  • St. Petersburg Pride Parade 2024  • Green Bench Brewery Webbsminster Dog Show  • Beacon Pub Crawl - Mutts and Martinis

ACTIVATIONS We combined two of St. Petersburg’s favorite things – pups and pubs – and created a monthly Beacon Pup Crawl event. Each month Beacon team members and their pets would host an evening at one of St. Petersburg’s dog-friendly brew pubs to meet folks, talk fur babies, giveaway some swag, and enjoy a few local pints.

THE OLYMPICS In the summer of 2024, we produced a short-run, high-exposure digital, video, and social campaign leveraging the borrowed interest and shared heroism of the Paris 2024 Summer Olympics by featuring relatable furry Olympians and the events that may lead them to Beacon 24/7 Pet ER.