Playbooks
Playbook 3: Announce
Get your message out clearly and consistently — so clients actually hear about Easy Care.
Easy Care playbook 3: Announce
You’ve prepared and planned. Now it’s time to tell people. This playbook shows you how to create clear, repeated awareness so clients hear about Easy Care, the team talks about it naturally, and early sign-ups start coming through.
1. What this stage is about
1. What this stage is about
You’ve prepared and you’ve planned. Now it’s time to tell people. This is your chance to deliberately make sure that existing clients know, new clients see it, your team mentions it, and it doesn’t disappear after a single post or a quiet mention at reception.
Most practices under-announce. They assume people will notice. They won’t. This stage is simply about doing something about that.
2. Your objective
2. Your objective
Create clear, repeated awareness of your launch so that:
- Clients hear about it multiple times
- The team feels confident talking about it
- You generate early uptake rather than a slow trickle
This is about visibility, repetition, and clarity.
3. Who owns this
3. Who owns this
Your assigned lead person from Playbook 1 owns this stage. They are not creating content from scratch. Their role is to make sure everything actually goes out, is visible, and keeps moving over the launch period.
If no one owns it, it fades almost immediately.
4. What you are announcing
4. What you are announcing
This sounds obvious, but it’s where most practices go wrong. Avoid vague statements like “we now offer a health plan.” That doesn’t land with anyone.
Instead, keep it simple and repeatable — what it is, who it’s for, why it’s useful, and what to do next. For example:
“We’ve launched our new Pet Health Plan to help spread the cost of routine care and keep things simple. Ask us at your next visit or sign up online.”
That’s enough. You don’t need to over-explain it at this stage.
5. Where to announce: in-practice
5. Where to announce: in-practice
This is where most sign-ups will actually come from. Reception mentions it, vets mention it in consults, and the environment reinforces it visually.
You don’t need to design anything yourself. There is a full set of poster artwork ready to go. Go to the Templates section, download the poster pack, and get it printed and placed in reception, consult rooms, and waiting areas.
If it’s not physically visible, it won’t register.
6. Where to announce: social media
6. Where to announce: social media
Social media is there to reinforce what people are already seeing elsewhere. It works best when it’s consistent rather than clever.
- Aim for 2–3 posts per week during the launch period
- Rotate between simple announcements, benefits, and reminders
You don’t need to write these yourself. A full set of posts has already been created. Head to the Social Media section, open the post pack, and schedule them in. The Planner inside Facebook (Meta Business Suite) lets you schedule a full month of posts in one go.
7. Where to announce: email and website
7. Where to announce: email and website
Email: This is your direct line to people who already trust you. There is a ready-written email template in the Templates section. Copy it, send it to your client list, and follow up with a second reminder. Just clearly explain what the plan is, why it helps, and what to do next.
Website: When someone hears about your plan and decides to look it up, your website needs to confirm it quickly. There is a website content pack ready for this. At a minimum, the plan should be clearly visible on your homepage and easy to find. If people have to hunt for it, you’ll lose them.
8. Common mistakes to avoid
8. Common mistakes to avoid
The biggest mistake is assuming one mention is enough. It isn’t. People miss things, forget things, or simply don’t act the first time they see them.
Another common issue is trying to create everything from scratch and then not getting round to it. The materials are already there — use them.
And finally, relying only on social media. It’s the least important channel on its own. Most results come from conversations inside the practice, supported by everything else.
9. What happens next
9. What happens next
You’ll know this stage is working when clients start mentioning it themselves, the team brings it up naturally in conversation, and you begin to see early sign-ups coming through.
If none of that is happening, the issue is almost always visibility — it simply hasn’t been seen enough yet.
Once you’ve created consistent awareness, you move into Playbook 4: Launch, where the focus shifts from visibility to momentum and uptake.