Zoetis Planbook FINAL

ADZOU | 01
This document was produced by Ad Zou at the Missouri School of
Journalism. The contents are the property of Zoetis. All information is
confidential and proprietary and shall not be modified, reproduced,
distributed or used for any purpose without prior written consent of
Zoetis. © Dec. 15, 2016.
Zoetis Planbook.indd 1 12/14/16 3:24 PM

ADZOU | 2

TABLE OF COnTENTS:
EXECUTIVE SUMMARY
04 challenge
06 consumer target
07 campaign overview
RESEARCH
10 situation analysis
29 swot
48 primary research
STRATEGY
86 consumer profile
88 key takeaways
92 brand statement
CREATIVE
96 big idea
98 branding
MEDIA
103 communication plan
104 tactics
132 timeline overview
134 budget overview

EXECUTIVE
SUMMARY
04

EXECUTIVE SUMMARY | 05
Zoetis is a leader in the cattle vaccine
market and has developed a three-vaccine
prime boost system that is in contrast to the
typical two-shot protocol. Our mission is to
brand the Zoetis prime boost system and
distinguish it from those of competitors. Upon
creating a new term for the Zoetis system, our
team has developed tactics to best publicize
this new term.
GOALS
Zoetis’ challenge to us was to brand the prime
boost combination of vaccines INFORCE 3, One
Shot BVD and Bovi-Shield GOLD One Shot into a
cohesive, campaignable brand. Through
secondary and primary research, creative
brainstorming and strategic planning, we have
done just that. We have built a fully integrated
marketing campaign that will offer cattle
producers trustworthy solutions to maintain the
health of their herd.
MISSION

CONSUMER PROFILE | 06
Our target audience for the campaign is the Conscious Cattleman.
These producers own and manage more than 100 head of cattle.
These individuals care about the health of their cattle as well as
having high profit margins and being able to make a substantial
living. Conscious Cattlemen want to do all that they can to prevent
disease outbreaks that cost them the health of their herd.
CONSUMER TARGET

EXECUTIVE SUMMARY | 07
To complete our objective of farmers recognizing the new
term for the Zoetis prime boost system and using this
system on their cow-calf operations, our plan is to use
various media tactics to communicate our message. Our
tactics vary from traditional print media to digital strategies
as well as public relations outreach
OUR PLAN

RESEARCH
08

secondary Research
Zoetis shared qualitative and quantitative research
with us that supplemented our initial to learn about
the company, its current position in the market and
the producers whom it serves. Through analysis of
company records, third-party studies and competitor
data, we have compiled the most important
information for this campaign.
RESEARCH | 09

SITUATION ANALYSIS
ZOETIS
Zoetis was established as a stand-alone
company in 2013 after over sixty years as
the animal health sector of
pharmaceutical giant, Pfizer. Since
becoming a separate entity, Zoetis has
reached multi-billion dollar revenues
per year and maintains consistent
operational growth annually.
SITUATION ANALYSIS | 11
COMPANY
4

1952 2013
< $1B
RESEARCH | 10

"We build on a six-decade
history and singular focus on
animal health to bring customers
quality products, services and a
commitment to their businesses."
6

WE ARE
ONE ZOETIS
RESEARCH | 13
OUR COLLEAGUES
MAKE THE DIFFERENCE
ALWAYS DO
THE RIGHT THING
WE ARE
CUSTOMER OBSESSED
RUN IT
LIKE YOU OWN IT
1

Zoetis sells vaccines to a diverse set of livestock producers as
well as veterinarians, third-party veterinary distributors and
retail outlets. Their key vaccine attributes are long duration of
immunity, ability to work on young animals, safety and high
level of protection. Zoetis has over three hundred product
lines in one hundred countries and an average duration of
twenty-eight years in their top twenty-five products.
The company devotes ample effort to combatting bovine respiratory
syncytial virus (BRSV), a respiratory disease that is a major killer of cattle.
INFORCE 3, their leading intranasal vaccine, is the only vaccine proven to
prevent BRSV while also protecting against IBR and PI, Zoetis research
states, “INFORCE 3 and BoviShield GOLD vaccine lines have demonstrated
ability to stimulate immunity in the face of maternal antibody.” One Shot
BVD is proven to offer the highest level of fetal protection available.
5

RESEARCH | 15

ANIMAL HEALTH INDUSTRY
The global market for animal health medicines and vaccines has shown steady growth
since 2002 and made a significant jump from $24 billion in 2014 to roughly $30 billion in
2015. According to Nutraceuticals World, livestock and poultry medicine and vaccine sales
will dominate the share of animal health products through 2016 because of their size and
importance in U.S. production agriculture.
CATEGORY
12

RESEARCH | 17
Large farms account for most beef cow-calf
production in the U.S., but on many of these
farms, cow-calf production is not the primary
enterprise. The majority of U.S. beef cows are
located in the South, including the Southern
Plains (primarily Texas) and the Southeast.
The average beef cow herd is 40 head,
but operations with 100 or more beef cows
compose 9 percent of all beef operations and
51 percent of the beef cow inventory.
Operations with 40 or fewer head are
largely part of multi-enterprises, or are
supplemental to off-farm employment.
About 60 percent of U.S. beef cow-calf
farms produce calves that are sold at or
shortly after weaning.
Cattle producers spent $1,364.99 per cow in
2015, in which $24.89 were spent on
veterinary and medicine, less than 2% of the
total production cost.
COW-CALF OPERATION
9
7
14
9
9

60%are not vaccinated
$1 billionlost to those unimmunized

RESEARCH | 19
Cattle vaccines are a mature and growing category.
About 30 million calves are born each year, and about
40 percent of them are vaccinated, which leaves room
for a lot of potential growth in the industry.
The industry loses $1 billion each year due to calf
deaths of those unimmunized calves, which also
leaves room for growth in prevention.
CATTLE VACCINE INDUSTRY
Zoetis vaccines for Pasteurella and MLV Respiratory are
some of the top leaders in both market shares.
Pasteurella and MLV Respiratory together represent 38
percent of the bios market for vaccines, with Pasteurella
being the biggest and fastest growing category and MLV
Respiratory being the second largest.
Zoetis is taking the Pasteurella segment share with
Bovi-Shield GOLD One Shot and One Shot BVD. They
have a growth opportunity of $60.2MM in this segment.
For MLV Respiratory, Zoetis is leading the segment with
INFORCE 3 and Bovi-Shield GOLD 5. They have a growth
opportunity of $22.5MM in this segment.

CONSUMER
DEDICATED PART-TIMERS
Usually involved in crop production
with smaller cow-calf operations.
Their farm will be part-time, have
the fewest acres and rely on family
employees.
Veterinarians and vaccine
manufacturers are the most
important influencers in the animal
health product purchase.
They rely most on veterinarians to
get their medical supplies for the
animals, and are most likely to buy
over-the-counter drugs from them.
These farmers are, on average,
younger than 55 years old, and
more likely to adapt to new
technology.
MULTITASKING PART-TIMERS
More passive lifestyle producers
when it comes to their cattle
operations.
These farmers, on average, are over
55 years old, most likely have a
non-ag job as another source of
income, fewer acres, few employees
and not many cows on the
operation.
These farmers are usually older with
the least amount of higher
education and are less likely to rely
on technology.
Multitasking part-timers are more
influenced by veterinarians,
manufacturers and the vaccine
dealer’s opinion.
They usually purchase animal
health products from their local
farm store.

RESEARCH | 21
PASSIVE PROFESSIONALS
This segment has a large cow-calf
operation as a full-time endeavor
and are less active in crop
production.
Passive professionals are the oldest
and most risk-averse farmers, who
are less likely to rely on technology.
These farmers, on average, are over
55 years old, most likely to decide
on their own which animal health
products to use and are least
influenced by veterinarians,
nutritionists and professional
organizations.
They also have somewhat higher
consideration for Merck (39%) over
Zoetis (33%) as their primary animal
health supplier.
PURPOSEFUL PROFESSIONALS
Purposeful professionals are highly
proactive and consider their
cow-calf production their full-time
job.
These farmers, on average, are
younger than 55 years old, rely less
on family employees and tend to
have the most acres.
They are most likely to use
industry-based magazines, such as
Drovers and BEEF, as their
influencers for animal health
supplies and are least influenced
by veterinarians, manufacturers and
vaccine dealer’s opinions.
They are younger with higher
education and are more likely to
rely on technology to run their
business.

Popular Vaccines:
Pyramid® 5 + Presponse® SQ
Express FP 5-VL5
Parent Company: Boehringer Ingelheim
Company History:
Boehringer Ingelheim established its Global Animal Health division in
1955. In 1981, Boehringer Ingelheim’s expanded its animal health
division to include the United States. The company acquired Pfizer’s
Fort Dodge Animal Health assets in 2009, doubling its portfolio
overnight.
The animal health division reaches over $1 billion in sales for the first
time in 2012. In 2015, Boehringer Ingelheim becomes the world’s fifth
largest animal health company. Today, the company has
headquarters in Ingelheim, Germany, with four locations in the U.S.
BOEHRINGER INGELHEIM VETMEDICA, INC.
COMPETITION
18
50
20
22

RESEARCH | 23
Famous People:
Dr. Albrecht Kissel, President and CEO
Total Revenue for 2015: $1.5 billion
Specialties
Their top-selling products overall are swine vaccines Ingelvac
Circoflex and Ingelvac PRRS as well as several canine vaccines.
Press/Media:
It was reported in December 2014 that the company plans to invest
more than $110 million to expand Iowa manufacturing centers
between 2014-2018.
In December, Sanofi swapped its animal health business, Merial,
with Boehringer Ingelheim’s consumer healthcare business. This
trade gave Boehringer Ingelheim position as second largest in the
global animal health market.
19
5
18
21

Popular Vaccines:
Titanium 5 L5
VIRA SHIELD 6 + VL5 HB
BRD Shield
Parent Company: Eli Lilly and Company
Company History:
In 1953, Eli Lilly and Company developed the first
veterinary-specific antibiotic. Elanco Products Company was
launched in 1960. Throughout the 1970s, Elanco expanded to 38
global affiliates and 17 manufacturing plants.
In the 1990s, Elanco Products Company changed its name to
Elanco Animal Health to emphasize the shift in focus from plant
science to the production of animal health products. Elanco’s
acquisition of AgriStats in 2013 allowed the company to expand
its vaccine offerings and enhance analytic capabilities. In 2014,
Elanco acquired Novartis Animal Health, increasing its livestock
vaccine offerings.
ELANCO
23
23
23
23
23

RESEARCH | 25
Famous People:
President Jeff Simmons
Where they operate:
Elanco operates in over 70 countries worldwide with the U.S. office
located in Greenfield, IN. The company has a total of 14 R&D
locations and 17 manufacturing sites.
Press/Media:
In 2009, President Ralph Simmons exchanged emails with one of
the producers of Food Inc. regarding the film’s criticism of
antibiotics, insecticides and growth hormones.
In June 2016, Elanco announced the opening of the “state-of-the-art”
Vaccines Innovation Center that will enable scientists to expand
research and development.
In September 2016, Elanco unveiled 8-point Antibiotic Stewardship
plan to promote responsible antibiotic use in livestock.
27
25
26
29
28
24

MERCK ANIMAL HEALTH
Popular Vaccines:
Vista Once SQ + Vista 5
Parent Company: Merck & Co., Inc.
Company History:
The animal health sector of Merck was set into place in the 1940s
under the name Intervet. The sight for what would become
Intervet’s headquarters was established in The Netherlands by feed
manufacturer Wim Hendrix in 1949. The first edition of the Merck
Veterinary Manual was published in 1955 and is now the most
universal guide to veterinary medicine.
In 2011, Merck changed the name of its animal health division from
Intervet Schering-Plough to Merck Animal Health. Merck Animal
Health is now based in New Jersey and led by president Richard R.
DeLuca, Jr.
31
31
32

RESEARCH | 27
Where: Merck operates in over 140 countries
Specialties:
The Merck Veterinary Manual has long been valued as a source of
animal health information for veterinarians and students with
information on the guidelines for prevention, diagnosis and
treatment of animal illnesses and disorders. The manual is a broad
portfolio of pharmaceutical products for farm and companion
animals. Merck Animal Health is significantly strong in bovine
respiratory disease vaccines and treatments. The company is also the
largest poultry vaccine manufacturer in the world.
Press/Media:
In December 2013, Merck Animal Health came under scrutiny after
the discovery that Zilmax, a muscle-building drug, was causing
deterioration of the hooves of beef cattle. Reports indicate at least
75 cattle that were fed Zilmax lost hooves and were euthanized as a
result.
In September 2016, Merck Animal Health launched a
“Meat Sustainability Calculator” app to help producers and other
influencers of meat production better understand the
environmental impact of beef production systems and technologies.
32
32
34
31
35
33

COMPETITIVE STANCE | 28
Zoetis is the market leader for cattle vaccines, selling twice as many as their competitors.
The four best selling cattle vaccines currently are Bovi-Shield GOLD, Bovi-Shield GOLD One Shot,
CattleMaster GOLD and INFORCE 3.
While Zoetis has a strong hold on the market, there is still stiff competition in the field. The main
rivals to Zoetis are Boehringer Ingelheim with Pyramid 5 + Presponse; Elanco with Titanium 5 +
PH-M and Vira-Shield; and Merck with Vista Once. All of these competitors offer cattle vaccines,
however, the prime boost system by Zoetis is the only system on the market that combines three
different vaccines into one strategy.
COMPETITIVE STANCE

RESEARCH | 29
S
W
O
T

SWOT | 30
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RESEARCH | 31STRENGTHS
1. Ranked as one of America’s Best Employers
by Forbes.45
2. 60+ years experience in animal health.
3. Leading world producer of medicine,
vaccines and anti-infectives for animal use.
4. $4.8 billion total revenue in 2015 with 8%
operational growth, excluding foreign
exchange.
5. High awareness of Bovi-Shield GOLD One
Shot and One Shot BVD vaccines.
46

SWOT | 32
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RESEARCH | 33WEAKNESSES
1. Intranasal administration is foreign to many
and may cause hesitation among potential
consumers.
2. Zoetis’ vaccines sit at a higher price point
than competitors.
3. When bred heifers are given an
MLV-associated vaccine during pregnancy,
there are risks created to the unborn calf’s
health.47
4. We find inconsistency with the industry
terms and product name formatting Zoetis
uses.
5. Some Zoetis consumers are familiar with
Zoetis’ vaccine brands but not with Zoetis as a
company.

SWOT | 34
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RESEARCH | 35OPPORTUNITIES
1. The meat production industry is expected to
grow by 16% by 2025, increasing demand for
livestock products, such as vaccines.
2. Zoetis has the opportunity to create a name
and brand for their prime boost series of
shots.
3. The animal health industry will grow 5-6%
annually over the next five years, and
antibiotics sales are predicted to grow by
2-3% annually.
4. Well-immunized calves are needed to
produce more consistent quality beef.
5. In 2007, 31.4% of calf deaths three weeks
after being born were caused by respiratory
issues.
48
49
50
51

SWOT | 36
TZoetis Planbook.indd 36 12/14/16 3:24 PM

RESEARCH | 37THREATS
1. Competitors outranked some Zoetis
products in total awareness and total usage
.
2. The market Zoetis targets are cattle farmers
who are already vaccinating their herds.
Asking customers to switch from another
product they are more familiar with to Zoetis
may be difficult.
3, Other competitors may adopt a three-shot
prime boost strategy and beat Zoetis to the
market
4. Baby boomers are the largest market for
Zoetis.52

prime boost
The prime boost strategy is a common practice for
beef cattle producers. The practice of priming a calf
prepares its immune system when vaccinated at
just a few months of age. The calf is then boosted
with a second vaccine to ensure it is
well-immunized before being weaned.
Generally, calves are given the same vaccine for
both prime and boost. The prime boost regimen
can
significantly improve vaccine efficacy, as stated by
the Merck Veterinary Manual.
In the opinion of the University of Missouri
Extension, two doses of modified live vaccine is
highly recommended to make certain that the
majority of the herd is well immunized.
PRIME BOOST | 38
WHAT IS IT & WHY?
6 MONTHS
PRIME
BOOST
8 MONTHS
WEANED FROM
MOTHER
37

RESEARCH | 39
6 MONTHS
ZOETIS INFORCE 3 +
ONE-SHOT BVD
Bovi-Shield GOLD
ONE SHOT Booster
8 MONTHS
WEANED FROM
MOTHER
ZOETIS’ PRIME BOOST STRATEGY
INFORCE 3 + One Shot BVD with Bovi-Shield GOLD One Shot
41

PRIME BOOST | 40
Oklahoma State University conducted a study comparing three prime boost systems. It was a 60-day
trial where more than 1,400 high-risk calves were assigned to one of three vaccine protocols on-arrival
at the feedlot. The calves in this study were not given an antibiotic on-arrival.
The three vaccine groups were:
INFORCE™ 3 and One Shot® BVD on-arrival with Bovi-Shield GOLD® 5 booster 14 days later.
Pyramid® 5 + Presponse® SQ on-arrival with a Pyramid® 5 booster 14 days later.
Vista® Once SQ on-arrival with a Vista® 5 booster 14 days later.
It was expected several calves would need a first bovine respiratory disease treatment in the first 10 days
of the study, since vaccines require time for the calves’ immune systems to mount a response. There
was no statistical difference at the first treatment between the groups.
OKLAHOMA STATE UNIVERSITY STUDY
36

RESEARCH | 41
The INFORCE 3 and One Shot BVD group showed significantly less
(p-value = 0.01) second and third treatments when compared to
Vista Once SQ. INFORCE 3 and One Shot BVD had measurably less
mortality when compared to Pyramid 5 + Presponse SQ and Vista Once SQ.
Although the regimen using INFORCE 3 and One Shot BVD required the greatest
initial cost, the reduction in mortality losses experienced by the calves
vaccinated with INFORCE 3 and One Shot BVD resulted in an overall per-head
benefit of $16.87 and $32.49 compared to calves vaccinated with Pyramid 5 +
Presponse SQ and Vista Once SQ, respectively.
RESULTS
38

PRIME BOOST | 42
North Dakota State University studied the effectiveness of the prime boost strategy. Two bovine
respiratory disease vaccination protocols were given to calves. The first dose was given at two months of
age, and the second dose was given to weaned calves 153 days following the first dose.
Theoretically, prime and boost shots should be given before calves are weaned to ensure optimal
immunization. However, in practice, the booster dose typically is administered after 90 to 150 days after
the first dose, not to coincide with conventional processing events such as branding and weaning.
75 calves per group (all IBR naive), ranging in age from 55 to 99 days, mean age of 74 days
Randomly assigned to two treatment groups
Treatment group 1
INFORCE 3 + One Shot BVD -- Day 0
Bovi-Shield GOLD One Shot -- Day 153
Treatment group 2
NORTH DAKOTA STATE UNIVERSITY STUDY
38

RESEARCH | 43
Either calf vaccination program at the time of turnout would be highly successful
in stimulating a humoral immune response. Vaccination of the calves with
intranasal INFORCE 3 resulted in the most significant BRSV response both initially,
at 153 days later and again following a revaccination with Bovi-Shield GOLD One
Shot. No IBR dominant antigen interference was seen with the new BSGOS
combination in this study.
Based on results of this study and the subsequent BSGOS fallout formulation of
One Shot BVD, the most effective vaccination program is the intranasal
administration of INFORCE 3 and the concurrent subcutaneous administration of
One Shot BVD at turnout followed by the subcutaneous administration of
Bovi-Shield GOLD One Shot at the time of pre-weaning/weaning.
RESULTS
38

SELECT VAC
Zoetis SelectVAC is a preconditioning program for
calves originating in 1995 with a solid record of
millions of cattle enrolled. Cattle enrolled in
SelectVAC bring up to $72 more per head on sale
day than similarly preconditioned cattle not
enrolled in the program.
SelectVAC enrollments are vetted and verified by an
independent third party, enhancing their
legitimacy.
A new, modern website and enrollment dashboard
allow users to enroll cattle into SelectVAC program
within minutes.
SELECT VAC | 44
WHAT IS IT & WHY?
42

RESEARCH | 45

SELECT VAC | 46
SIMILAR COMPETITOR TACTICS
ELANCO
Elanco has built what they call a “partnership” with producers and
have named it Full Value Beef.
Elanco uses their own data analysis software, “Benchmark,” to
pinpoint valuable opportunities for cattle producers. Benchmark
requires an enrollment in order to benefit from the data analysis
and is instrumental in Elanco’s Full Value Beef.
Benchmark is known to provide cattle producers with the
information they need to make decisions on what vaccine to use
on their cattle

RESEARCH | 47
MERCK
PrimeVAC
53
Merck’s PrimeVAC program is very similar to Zoetis’ SelectVAC.
There are several versions and levels of PrimeVAC. According to
Merck’s website, to obtain the highest level of protection,
PrimeVAC 45, calves are vaccinated with Merck’s own prime boost
system, which requires a series of five shots. The first vaccination
requires two doses; the second vaccination requires one dose; and
the third and final vaccination requires two doses. If a producer
follows these requirements, they will receive a PrimeVAC 45
certification.
The objective of programs such as PrimeVAC is to make cattle
more profitable for their clients and ensure the highest level of
protection against common calf diseases.

CONCLUSION
Through extensive
situation and SWOT
analyses, we gained insight
off which to base the
foundation of our
campaign.
In order to answer the
questions that arose from
secondary research, we
began crafting and
conducting our own
primary research.
SELECT VAC | 48

PRIMARY Research
Our primary research consisted of in-depth
interviews with producers, veterinarians and sales
reps from around the country as well as an online
survey. We reached out to those in the field in
hopes of answering some of our biggest questions
about cattle vaccines and, specifically, prime boost
strategy. Most were very enthusiastic and
knowledgeable, ready to share their preferences,
practices and perspectives on the topic
RESEARCH | 49

Survey methodology
An online survey was conducted with 281
valid responses from cattle producers in 35 states.
These states cover all of the top cattle states in the
country. The survey consisted of approximately 50
questions on a range of aspects: bovine vaccines,
animal health brands and the psychology of the
cattle vaccine consumers.
The survey was distributed to over 5,000
producers over a two week period. As an
incentive, all participants were given the
opportunity to win one of six $25 Visa gift cards.
SURVEY METHODOLOGY | 50

RESEARCH | 51
90%
Approximately 90% of those surveyed
vaccinated their cattle.
Surprisingly, over 70% of those surveyed
claimed vet recommendation as their
primary influencer for vaccine purchases. This
counters the original hypothesis that older
generations are more likely to trust tradition
over recommendation. Thus, it is worth noting
that older generations may not be as “set in
their ways” as secondary research may have
indicated.
There was a correlation between brand
loyalty and age. In general, as age and years in
the business increases, the loyalty to a brand
increases as well. Younger ranchers appeared
to be more neutral to brands and slightly
more susceptible to brand image or
passed-down practices.
According to survey and interview results, the large majority of cattle producers are over 30 years old and
began their careers as cattle producers through the family business. Approximately 62% of those surveyed
also males. As one might anticipate from a family business, the production size of those surveyed was
relatively small, with 83% of production sizes under 500 head. Even with small production sizes, the average
income of a cattle producer is well over an annual 50,000 dollars, regardless of the producer’s years in the
business.

DEMOGRAPHIC | 52
Majority of cattle producers are 30+ years old.
Majority of cattle producers have an annual income of over $50,000.
Over 70% of survey participants look to vet recommendation as their primary purchase influencer.
Older generations (55+) are more likely to be brand loyal, with product satisfaction and brand trust
cited as their reasoning.
KEY POINTS OF DEMOGRAPHIC

RESEARCH | 53
Younger generations (18-30) are more likely to be brand neutral
and slightly more susceptible to brand image or traditional farm
practices. Younger producers are more open to trial usage of
products.
45% of producers with 500+ cattle make more than $90,000 per
year.
43% of producers with 100-499 cattle also make more than
$90,000 per year.
The majority of producers with under 49 cattle (68%) make less
than $64,999 per year.

SURVEY FINDINGS | 54
SURVEY FINDINGS
Overall low awareness of Zoetis’ prime boost
system across producers of different production sizes.

RESEARCH | 55
AWARENESS OF
ZOETIS’ PRIME
BOOST SYSTEM
AWARENESS OF
PRIME BOOST
STRATEGY
YESNO
74%
ANSWERED
NO
26%
ANSWERED
YES
34%
ANSWERED
YES
65%
ANSWERED
NO

VET INFLUENCE
Vets have significant influence.
77%
23%
19%
23%
4%
2%

RESEARCH | 57
22%
70%
15%
12%
3%

When asked what one looked for when choosing a
vaccine:
- 40% ranked “veterinary professional recommendation”
as the most important factors when choosing a vaccine.
- 21% said “type of disease”
- 17% said “quality of product”
The least important factor?
- 26% said “peer testimonial”
- 22% said “innovation”
- 12% said “price”
VET INFLUENCE

RESEARCH | 59=

BRAND LOYALTY
When asked to which brands were cattle prducers loyal,
64% of them answered Zoetis.
Zoetis enjoyed the most brand loyalty among
competitors like Boehringer Ingelheim (45%), Merck
(38%), Bayer (25.4%), Elanco (25%), and Merial (24%)
40
42
43
64
76
108

RESEARCH | 61

PRODUCTION SIZE MATTERS
Production size and prime boost:
Larger the production size, higher awareness of prime boost.

RESEARCH | 63
In general, among people who answered they’ve heard of
a prime boost system, most (76.5%) of them have used
prime boost.
HAVE YOU USED A PRIME BOOST SYSTEM?

Yes, I use multiple brands for
prime boost vaccines
No, I use the same brand
for prime boost vaccines
The larger the production size, the more likely producers
mix and match prime boost vaccines of different brands.
Do you mix & match prime boost vaccines?

RESEARCH | 65
The larger the production size, the more likely intranasal
vaccines are used.
Do you use intranasal vaccines?

The larger the production size, the more likely they
use respiratory disease vaccines are used for cattle.

RESEARCH | 67
The larger the production size, the more producers
value vaccination.

If you are shopping for cattle vaccines for respiratory
diseases, which brand first comes to your mind?
The larger the production size, the more Zoetis
enjoys Top-of-Mind-Awareness.
T-o-m-a

RESEARCH | 69
Zoetis enjoys Top-of-Mind
Awareness among producers
of different production sizes.

IN-DEPTH INTERVIEWS
Methodology:
Students from AdZou conducted in-depth
interviews with 23 respondents from different
states including: Arkansas, Illinois, Iowa,
North Dakota, Oklahoma and Missouri.
Seventeen of the 23 respondents were cattle
producers, and the remaining respondents
consisted of five veterinarians and one
pharmaceutical sales representative.
IN-DEPTH INTERVIEWS | 70

RESEARCH | 71

SOURCE OF INFORMATION FOR PRODUCERS
12 out of 17 producers rely on information from their veterinarian.
“I count on the vet to know what will or won’t work from experience
more so than what statistics say.” - Emily Hoescher
- Location: Marion and Shelby County, Missouri
- Gender: Female
- Years in the business: 3 years owning a herd, always worked with livestock
- Origin of business: Family business
- Production ize: 150
- BIO: Emily Hoelscher, a small, family producer from Missouri, who’s new to producing cattle.
“I recommend respiratory vaccines to young and weaning age cattle… First is the obvious of protecting
against respiratory disease throughout life. The second is from an animal welfare standpoint, it is our job as
cattle producers and veterinarians to prevent suffering. Good animal health is animal welfare. Then lastly, the
economics show that healthier cattle will be more profitable.” - Jonathan Renfro, DVM
- Location: Missouri
- Gender: Male
- Years in the business: 24
- BIO: Jonathan Renfro, with 24 years of experience as a DVM from Missouri

RESEARCH | 73

REPUTATION MATTERS
Producers and veterinarians choose vaccines that have a solid reputation of being trustworthy and effective.
“I will hardly use an off-brand vaccine that I am not familiar with because it’s just not worth the risk.” - Jeff White
- Location: Cherokee, Oklahoma
- Gender: Male
- Years in the business: ~40+
- Origin of business: Father started the farm
- Production size: 270
- BIO: Jeff White, an Oklahoma producer with 270 cattle.

RESEARCH | 75
Vets are not inherently brand-loyal, which could explain the lower number of producers who
claim to not be brand-loyal; we find that producers largely buy vaccines at the
recommendation of their vet.
“I don’t try to push a specific brand…only recommend they make sure it has been handled
appropriately and recommend they use a well known
brand. - Imogene Hemeyer, DVM,
- Location: Monroe City, Missouri
- Gender: Female
- BIO: Imogene Hemeyer, 29-year DVM

PRIME BOOST
Veterinarians recommend priming and boosting calves because it is the most effective way to
prevent sickness in the herd,
“Priming and boosting of cattle has been researched many times and the protective immunity
is much higher in cattle that have been both primed and boosted.” - Ben Potter, DVM
-Location: Fayette, Missouri
- Gender: Male
- Years in the business: 4 months as a practicing veterinarian & has been involved in
cow/calf production his entire life.

RESEARCH | 77
12 out of 17 producers are not familiar with the term prime boost.
5 out of the 12 producers who did not know about prime boost say they would be
willing to try the prime boost strategy.
“I think it could be effective. We have cattle losses...I’m raising 650 babies a year, so you
know, a calf is worth $1,000...so it can be very beneficial.” - Ricky Floyd
- Location: Arkansas
- Gender: Male
- Production size: 650 cows
Some producers say they use a strategy similar or the same as prime boost after hearing
the explanation of the term Prime Boost

INTRANASAL
ALL vets interviewed recommend intranasal vaccines, however, they do feel that there are variables that
could lead to its inefficiency (stress in the chute, user error--not getting enough of the dose into the cow,
neighboring cattle contaminate herd).
“They are great at stimulating quick immunity, but not as long lasting. The immune response is different
than a parenteral vaccine. It is very farm/operation specific if I use them.”- Ben Potter, DVM
“I think they are effective if administered properly and ensure the full dose is administered in the nasal
cavity. The skill level of the operator is imperative.” - Jonathan Renfro, DVM


RESEARCH | 79

12 used intranasal
3 had not
used intranasal
9 positive views
4 negative views
6 doubt
effectiveness

INTRANASAL RESEARCH | 81
Much of these doubts are because the producer thinks the dose would be blown out by the
calf, drip from their nose, etc.
“We’ve done really well with not having any outbreaks. It’s not anything we’re taking off our
protocol list. So, I guess that would be our biggest stamp of approval.” - Leslie Kemmet
- Location: North Dakota
- Gender: Female and Male
- Years in the business: ~50
- Origin of business: The Kemmets’ operation is second-generation.
Mr. Kemmet was born into it.
- Production size: 300 cow-calf pairs
“We’ve never used them. I’ve read that this doesn’t last as long as an injection. I’ve wondered
how, when administered, it doesn’t run back out onto the ground. When you have a calf
throwing it’s head around or the nose is facing downwards and they are blowing out, it seems
like it would be hard to feel like it was successful.” - Emily Hoelscher
- Location: Marion and Shelby County, Missouri
- Gender: Female
- Years in the business: 3 years owning a herd, always worked with livestock
- Production Size: 150

There is an emphasis on the value of the vaccines. For what you are getting, the
cost is worth it. Participants state that the cost is worth it.
“Let’s face it, most vaccines are cheap if you save even one calf.” - Jim Davis, DVM
- Location: Missouri
- Gender: Male
- BIO: Jim Davis, Missouri DVM
VALUE OF VACCINES

RESEARCH | 83
Producers prefer simplicity and a stress-free vaccination process.
The majority of cattle producers prefer to use a one-shot prime and
one-shot booster. They also do not understand that Zoetis’ prime boost
strategy is two shots at one time for the prime and one shot for the boost.
Instead, they think there is more stress on the cattle with three applications
of vaccine. It is imperative to emphasize that the two-shot prime is
completed at the same time, so the system is still only two rounds of
vaccination.
“One thing we like is simplicity. We don’t like to be loading our gun and going
out there. If its a 250 ml size we like to put it up and empty it out. Let’s un-
load a bottle at a time, keep it simple.” - Eldon Starr
- Location: Nebraska
- Gender: Male
- Production size: 33,000 acres; 2,600 cow-calf yearlings; 1,000 bulls
- BIO: Eldon Starr, 50-year Nebraska family cattle producer
caring for 2,600 cow-calf yearlings

Sales representatives have seen the desire for a less complicated
vaccination protocol as the top priority of cattle producers.
SIMPLICITY

Our research revealed key motives behind
purchase decisions, brand loyalty, veterinary
recommendations and vaccination methods.
From these insights, we were able to construct a
comprehensive, well-rounded media plan.
CONCLUSION

STRATEGY
85

Target consumer
TARGET CONSUMER | 86
CONSCIOUS CATTLEMAN
After thorough analysis of our research, we have identified
the best target market for your prime boost system.
Our target has more than 100 head of cattle. Male or
female, this producer cares about the health of the cattle
as well as having high profit margins from year to year. He
or she uses veterinarians for advice on bovine care. Our
target is the Conscious Cattleman.

STRATEGY | 87

“Rough hands, soft heart.” Being a cattleman is a hands-on,
labor intensive job. Dependency on things like weather
conditions, fences holding up and maintenance in the
operation can undoubtedly be taxing. However, we have
come to know that the Conscious Cattleman still feels a
sentimental attachment to his job, herd and family.
Key FINDINGSCONTINUING TRADITION
KEY FINDINGS | 88
For the majority of today’s farmers, raising cattle runs in
the family. Going ‘back to the farm’ and following the
practices, lifestyle and values instilled within an operation
means something to members of the agriculture and
livestock community. Conscious Cattlemen are carrying on
something that came before them and will likely continue
after they are gone.
ROUGH HANDS SOFT HEART
“Business is personal.” A cattle operation is a business, but
there is a very blurred line between a cattleman’s business
and personal life. There is no clocking in and out, 40-hour
work week. Producers are on call 24/7. Raising cattle is a
lifestyle, and they wouldn’t have it any other way.
BUSINESS IS PERSONAL

STRATEGY | 89

Key INSIGHT
KEY INSIGHT | 90
INSIGHT
“The night when my dad passed down his cattle business
to me, he sat me down and said, ‘that cow is a lady and
she oughta be treated like one,’ and that’s the way I try to
do it. They have taken care of me, and I take care of them.
While my cows are a way of making a living, they are so
much more than that. It breaks my heart to see one sick
and in pain, and I want to do all I can to prevent that from
happening. I’ve been in the cattle business for a long time,
and I do my research on the best vaccination systems
through talking to my veterinarian and sales reps. I have
a responsibility to take care of these cattle while they are
in my care and I take pride in upholding the quality and
health of my herd. Some people may think they can’t
afford to vaccinate...but really, can they afford not to?”
- The Conscious Cattleman

STRATEGY | 91

BRAND STATEMENT
BRAND STATEMENT | 92
We aim to decrease decision fatigue for the
Conscious Cattleman when he or she purchases
vaccines for their cow-calf operation through
raising awareness of Zoetis’ prime boost strategy.

STRATEGY | 93
WHY IT WILL WORK
- Zoetis’s prime boost system uses three vaccines ensuring
triple protection.
- INFORCE 3 is an intranasal vaccine and the only vaccine
proven to prevent BRSV while also protecting against IBR
and PI. Intranasal vaccines take effect immediately after
administration.
- Zoetis is the largest animal health company by revenue in
the U.S. Zoetis invests heavily in research and development
and has built partnerships with 300 leading universities and
research institutes to ensure access to the newest
technologies and vaccine antigens.

CREATIVE
95

BIG IDEA
BIG IDEA | 96
The Conscious Cattleman is a caretaker and a steward.
He is up at the crack of dawn and works late into the
night, never complaining or hesitating. This is what he
has always known, and it is likely what generations before
him knew as well. He puts the things he cares about
first. Hundreds of cattle, many acres of land and often a
family are counting on him. The Conscious Cattleman is
also a businessperson. The profits that come back usually
stay close to home. So when a producer decides where
to spend his next dollar on his operation, it is no small
choice. Each investment impacts not only a farm, but a
livelihood.

CREATIVE | 97
INVEST TO PROTECT
YOUR HOME
AND HERD.

branding
BRAND STANDARDS | 98
.2”
.2”
CLEAR SPACE REQUIREMENT
To preserve the TriSolus logo identity, always maintain
a minimum clear space around the logo. This clear
space isolates the logo from competing graphic
elements, such as the Zoetis logo or other logos, copy,
photography, etc. The minimum clear space for the
TriSolus logo is shown.
.25”
To preserve good print reproduction, please ad-
here to the minimum logo sizing. The height of the
TriSolus logo can be no smaller than 0.25”w
MINIMUM SIZE
LOGO USAGE
SKEW
The TriSolus logo includes a 3-ray design to signify that
the system is three parts and provides triple protection.
The ray design can be moved above the word “TriSolus”
for more narrow spaces, and must always use the font
Gotham Bold with a skew of 21 degrees. ONE SYSTEM. TRIPLE PROTECTION.

CREATIVE | 99
#FAA726
R: 250
G: 168
B: 38
WHITE
R: 255
G: 255
B: 255
F5EB0C
R: 245
G: 225
B: 12
#C3C1C1
R: 147
G: 149
B: 152
BLACK
R: 0
G: 0
B: 0
The primary color should be used in all
communications related to the TriSolus campaign.
The palette was designed to give the campaign a
warm and homey feel. Percentage tints of these
colors may be used.
PRIMARY COLOR PALETTE
The secondary color palette should be used as a
guide for the tone of a color. While these colors
should be reserved for supporting visuals, it may be
appropriate for one to replace the dominant color
if the communication pertains to a Zoetis product.
SECONDARY COLOR PALETTE
COLORS

BRAND STANDARDS | 100
TYPOGRAPHY
GOTHAM FONT FAMILY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
The quick brown fox jumps over a lazy dog.
MONTSERRAT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

The overall tone for the TriSolus campaign is hopeful, trustworthy and
practical. It is not condescending, pushy or the voice of an industry outsider.
The main goal of this campaign is to maintain that the producer’s investment
of time and money are of utmost importantance. The Conscious Cattleman’s
home and herd come first, and Zoetis’ TriSolus solution is the best investment
to protect these.
TONE
CREATIVE | 101

TACTICS
102

TACTICS | 103
MEDIA
ADVERTISING OBJECTIVES
WHY ARE WE ADVERTISING?
To decrease decision fatigue for the Conscious
Cattleman when he or she purchases vaccines for their
cow-calf operation by raising awareness of Zoetis’ prime
boost strategy.
MEDIA OBJECTIVES
WHAT ARE WE TRYING TO ACCOMPLISH?
We seek to use media and public relations efforts to increase
brand awareness, message retention and the purchase of
TriSolus among Conscious Cattlmen.
Our campaign seeks to remind the Conscious Cattleman
that there is a cohesively branded prime boost system that
ensures unmatchable results. This system is TriSolus.
We have developed 11 tactics to achieve our advertising
and media objectives. These tactics work as a cohesive
system that is designed to develop brand recall, trust, and
ultimately a long-term financial commitment from
Conscious Cattlemen.

PUBLIC RELATIONS | 104
PUBLIC RELATIONS
Joel Moser
Lydon County, Iowa
In the fall of 2016, there appeared to be an intentional
poisoning of nearly 100 cattle on Mosers’ family farm.
Someone threw a tractor battery inside Moser’s feeder
wagon, busting the battery open and contaminating
the entire batch of food. Five days later about forty of his
cattle had died from the effects, and the rest are now
very sick due to the high levels of lead in their system.
Moser said that week that most of his herd probably
wouldn’t survive that weekend. No suspects have been
found in the incident.
An online article from KDVR states not only was this a
financial loss but an emotional one as well, which is
reinforces our main idea. This is not just a financial
investment- this is how producers make an income to
support their family.
“The cattle would have sold for tens of thousands of
dollars later this fall. So it’s a big financial loss for him
and his family. But it’s an emotional loss as well. ‘They’re
sitting there dying in front of me,” Moser said. ‘It takes
four hours for them to die; it doesn’t get much worse
than that.’”
Zoetis would sponsor Joel with a few bulls and heifers
to grow his herd. Zoetis would also give Joel TriSolus
vaccinations for his new herd.
CARING FOR CATTLEMEN CAMPAIGN
WHY IT WILL WORK
Zoetis sponsors a struggling cattleman who has
faced devastation in his herd and helps them
where they need it the most. To the right is a list
of possible people Zoetis can sponsor.
We see this campaign bringing a lot of earned
media and subsequent digital content. Stories
of “helping your fellow man” and random acts
of kindness are huge and have high circulation
rates on Facebook, which is a platform our
target on social media most often uses. Every
time an earned media story is shared, people
will associate the Zoetis and TriSolus brands
with a feeling of trustworthiness and security.

TACTICS | 105
Landon Weatherly
Friona, Texas
In late December of 2015, a historic two-day blizzard buried thousands of cattle across New Mexico and western
Texas. According to industry estimates, more than 27,000 cows in Texas were killed due to the storm. Landon was
still out looking to find some of his family’s runaway cattle when he started the facebook group “Cattle Lost and
Found,” which now has over 4,500 followers. Not only was his family affected by the loss, but many other families
suffered loss due to the blizzard, and we want to reward Landon for being proactive in trying to help solve the issue
and thinking of other families and cattlemen. “When you can’t see your cattle, it’s probably one of the worst
feelings,” Weatherly said Tuesday in a telephone interview. “It was a mess, and it still is.”
Zoetis would build a barn on Landon’s farm to provide shelter during winter blizzards. They would also give Landon
and his family TriSolus vaccinations to ensure the cattle are protected from both the elements and disease.
Kimberly King
Bixby, Oklahoma
In late August 2016, a potentially deadly bacteria plagued cattle herds across Oklahoma. Called anaplamosis, the
disease has been in the U.S. for about 30 years and is common in the summer time when horse flies and ticks are
most active, but this summer has been one of the worst in years. Kimberly King is raising about 40 head of
cattle and lost three cows already, which cost her about $6,000.‘My grandfather, great-grandfather, father, they all
raised cattle,’” she stated. “‘I want to do the best I can for them, to put out the best product to the consumer that I
can.’”“King says she had been using mineral, but doesn’t think she used enough. She says she’ll add more and
vaccinate her cattle from now on, along with other preventative measures to keep the pests away.”
Zoetis would sponsor Kimberly with a few bulls and heifers to ensure higher profits for next season. In addition,
Zoetis would provide Kimberley with TriSolus and proper training since she’s new to vaccinations.

TACTICS | 107

PAID INFLUENCER
Reba McEntire & Randy Owen
We recommend using Reba McEntire or the
country band Alabama as a paid influencer
for TriSolus. We would utilize them at the
Cattle Industry Convention and NCBA Trade
Show. It is the largest cattle industry event
in the country, and as part of their “featured
events,” we would sponsor a concert with
one of our paid influencers. We recommend
implementing this idea Jan. 31- Feb. 2, 2018 in
Phoenix, Arizona.
”
Influencer :
a form of marketing that
identifies and targets
individuals with influence
over potential buyers.

TACTICS | 109
Reba is a very well known country artist, sitcom actress and a former
cattleman herself. She is a perfect way to reach female cattleman,
as she has been quoted saying the following:
“As a woman, you don’t complain, you work twice as hard and you
do your job. . . You help out, you volunteer, you’re at the front of the
line. That’s what I learned from working on the cattle range, and it
helped me in the music business.”
Alabama is a very popular country, southern rock and bluegrass
group who hit the peak of their popularity in the 1980s. Lead
singer Randy Owen owns Tennessee River Music Herefords and
WAngus and has been actively involved in the cattle industry his
whole life. Because of Randy’s experience with cattle, he as an
entertainer and spokesman for TriSolus would be well respected
among our target.
Reba and Randy Owen represent feelings of likability and
trustworthiness to our target market. By connecting those
feelings to the TriSolus vaccine, Conscious Cattlemen will
begin to know and recognize the brand as something on which they
can depend.
WHY IT WILL WORK
(Influence = Audience Reach x Brand Affinity x Strength of Relationship with Followers)

SPOKESPERSON FOR A DRUG TRADESHOW
As our final public relations recommendation, we
urge that a professional in the animal health field
act as a spokesperson at a drug trade show. The
producers and veterinarians who attend these shows
will have ample background knowledge on vaccines,
so a Zoetis professional is the best person to connect
with them.
Dr. Daniel Scruggs has been involved in diagnos-
tic pathology and production medicine for over 25
years, focusing on beef and swine production medi-
cine and diagnostic pathology
He is now a veterinarian with Zoetis and has been
with the company since 2003. Dr. Scruggs knows
vaccines inside and out and has been quoted in
many press releases and articles.
We find that he has a relatable voice which is exactly
what we’re looking for in the tone of this campaign.
Dr. Scruggs has a prestigious record as a veterinarian
and is loyal to Zoetis. Veterinarians are one of the first
places cattlemen seek advice from when purchasing
vaccinations. By creating a trustworthy “character”
through Dr. Scruggs, Conscious Cattlemen will see
TriSolus as an important component to the health of
their cattle and success of their operations.

TACTICS | 111
According to Events in America: North
America’s Top Trade Show & Conference
Directory, these are some of the best veterinary
medicine/animal health conferences and
conventions. We recommend Zoetis continues
to be exhibitors, but specifically have a booth
to exhibit TriSolus upon its debut:
North American Veterinary Community (NAVC)
Veterinary Conference-Attends
Date: Feb. 4-8, 2017
Location: Orlando, FL
Attendance: 17,300
Premium 3 option: $5,200 for 10x10 island booth
space
Midwest Veterinary Conference (MVC)-Attends:
Bronze Sponsor
Date: Fed. 23-26, 2017
Location: Columbus, OH
Attendance: 6,500
Guess: $2,500
Western Veterinary Conference (WVC)- Attends: Platinum
Sponsor
Date: March 5-9, 2017
Location: Las Vegas, NV
Attendance: 15,000
Island booth zone D: $4,600
Central Veterinary Conference (CVC)-Attends
Dates: May 18-21, 2017 & Aug. 26-28, 2017
Location: Virginia Beach & Kansas City, MO
Attendance: 6,000
$2,650 for one 10x10 at each conference
$250 for each corner booth premium
$5,800 total
Southwest Veterinary Symposium (SWVS)-Attends
Date: Sept. 21-27, 2017
Location: San Antonio, TX
Attendance: 3,000
$2,500 for 10x10 corner booth

BILLBOARD & GAS STATION ADVERTISING
OUT-OF-HOME | 112
At exits to a few different cities where the
Conscious Cattleman may go to refill on diesel
or gas, we will place a billboard with an
advertisement reiterating our big idea of “Invest
to Protect Your Home and Herd” featuring a
tight shot of a cow with the TriSolus logo
displayed on its ear tag. Then, at a main gas
station in that city, we would advertise TriSolus
and Zoetis at the pump. For this setting, we
recommend extending the advertisement to
the hose and making the nozzle act as the
vaccination and the car is the cow getting the
OUT-OF-HOME

TACTICS | 113
Producers and farmers spend
ample time on the road and
filling up their vehicles and
machinery with gas and
deisel. We want to meet our
target where they will already be,
and these advertising placements
would effectively do just that.
The gas station advertisements
would be an opportunity to have
a catchy slogan that compares
the producer’s vehicle running
on gas to cows being able to live
healthy and longer with Zoetis’
TriSolus system. Without quality
fuel, machinery will die. It’s just as
important to fuel your cattle, too.
WHY IT WILL WORK

ZOETIS MONTHLY NEWSLETTER
SOCIAL MEDIA | 114
SOCIAL MEDIA
Year-round, we recommend
Zoetis send a monthly newsletter
to consumer email accounts and
to also posts the letters to Zoetis’
social media accounts for the
general public. The newsletters
will feature successful farming
practices and stories of value.
These newsletters would appear
less like a traditional
advertisement and would be our
native advertising, Digital
newsletters are a great way to
spread your message at a low
cost.

TACTICS | 115
Research shows us that our
target doesn’t like to be sold to
and doesn’t like obvious
advertisements, so a monthly
newsletter is a subtle way to
engage them without being
off-putting. The content will be
consistent, inspiring and
helpful, and something
Conscious Cattlemen look
forward to reading each month.
While Zoetis only has around
30,000 likes on its Facebook
profile, creating digital content
provides an incredible
opportunity to grow social
brand awareness.
WHY IT WILL WORK

SPOTIFY PLAYLIST
SOCIAL MEDIA | 116
SOCIAL MEDIA
We recommend Zoetis sponsor a playlist on the
music app Spotify for Conscious Cattlemen to
listen to during harvest season. The songs featured
will reinforce our big idea of “home and herd,”
which is most likely a mix of old and new country
music.
Although traditional radio is somewhat of a
diminishing medium, research shows us that
farmers and producers listen to phone applications
such as Spotify while they work. Much of the new
equipment that has come out in recent years can
sync to phone programs, so this is a convenient
and modern way to reach our target. Furthermore,
Spotify has the ability to reach a very specific a
udience through its first-party data collection.
Feelings of pride, appreciation and hard work will
be felt while seeing the TriSolus sponsor name.
WHY IT WILL WORK

TACTICS | 117
ZOETIS SPONSORED SPOTIFY PLAYLIST

[INSERT THE TWO OTHER SPOTIFY MOCKUPS]
SOCIAL MEDIA | 120

TACTICS | 119

YOUTUBE CHANNEL & WEBSITE LANDING PAGE
SOCIAL MEDIA | 120
We will enhance search engine
optimization by publishing one video
per week on the existing Zoetis YouTube
channel. Video content would include
TriSolus “how-to” instructionals, helpful
farming information and promotion of
PR tactics when appropriate such as the
Caring for Cattlmen campaign.
TriSolus will be featured on the Zoetis
website under the beef products and
services category. This link will lead to a
separate landing page that is consistent
with Zoetis’ brand guidelines.

TACTICS | 121
By strengthening Zoetis’ online
presence in a less
advertise-invasive way, the
target will begin to view Zoetis
as a reliable source of feel-good
information to protect their
home and herd. Additionally,
Conscious Cattlemen who use
YouTube tend to be very loyal to
the social media site.
WHY IT WILL WORK

PINTEREST BOARD
SOCIAL MEDIA | 122
Create a helpful Pinterest page for farming
families.
WHY IT WILL WORK
Pinterest showed to be the second
highest preferred social media outlet from
our survey. Although producers may not
be the ones directly using Pinterest, being
present on that platform will promote
top-of-mind awareness for the brand in
general.

TACTICS | 123

We suggest placing this standard 728 x 90
pixel leaderboard ad in a Weather app that
features TriSolus as a solution to a weathered
herd. , To avoid wasted impressions, we
reccomend using an app such as AgWeb.
DIGITAL | 124
WEATHER APP BANNER AD
BANNER ADS
WHY IT WILL WORK
Knowing the weather forecast is an important
part of running a successful cattle operation.
A majority of cattlemen use smartphones, and
weather apps to stay updated on changes in
forecasts. Advertising on one of these aps is
an effective way to reach the target on a daily
basis.

TACTICS | 125
CATTLEFAX APP BANNER AD
WHY IT WILL WORK
While Zoetis already sponsors the
Cattle Fax app, it would be
beneficial to add an advertisement
that shows TriSolus will protect your
home and herd. Conscious
Cattlemen are more apt to pay
attention to a visual display.
We have seen Zoetis advertisements
within the CattleFax app and want
to utilize this partnership to promote
TriSolus. This is an example of the ad
that would be placed along the
bottom half of the display.

TRADE MAGAZINE AD
TRADITIONAL | 126
TRADITIONAL
In more traditional tactics, we
recommend this example of a print
magazine ad. We know you have seen
favorable results from
magazine ads in the past, so we sim-
ply want to expand upon that tactic
which you already
implement.
As you can see, our two-page
die-cut spread ad features a cut-out of
a farmhouse with a few cows but then
opens to a spread of a farm with
several calves. We suggest placing
these ads in respected agricultural
magazines Zoetis already uses such as
BEEF Magazine, Drovers and Bovine
Vet. Without changing the brand’s
current advertising plan, we would
substitute our print ads within the
outlets Zoetis already uses.

TACTICS | 127
Those who are invested in the profession
read these publications, and readers often
hang on to issues for a few months after
their release. Utilizing print ads in a
well-known trade publication is a great
way to reach both Conscious
Cattlemen and veterinarians. Through
design, TriSolus will position itself as
helpful to both cattlemen and
veterinarians: when the herd is healthy,
the farmer is happy, and therefore the
veterinarian’s business is successful.
Although Zoetis already capitalizes on
this medium, we offer more effective ways
to make an impression with the target.

TRADITIONAL | 128

PROTECT YOUR HERD

MEDIA PLAN | 132
media plan
Our media plan incorporates public relations, out-of-home advertising, digital and traditional mediums into one,
cohesive campaign. By putting an emphasis on public relations, Conscious Cattlemen will begin to associate
feelings of trust and reliability with TriSolus. We chose the months of March, October and August for the Caring for
Cattlemen Campaign because these are prime birthing and weaning seasons, which is when Conscious Cattlemen
are likely to make vaccination purchasing decisions. By sharing these stories via social media, our big idea of “Invest
to Protect Your Home and Herd” will be reinforced with every earned impression. And lastly, placing visual TriSolus
elements where the Conscious Cattleman spends time, like gas stations and trade magazines, will strengthen the
overall brand recall of Zoetis and tie the entire campaign together. At any time of the year, your consumer is likely to
be exposed to the TriSolus brand across multiple platforms; however, advertisements for Spotify and weather apps
are more specifically tailored to meet your audience when it matters most: prime vaccination months.

TACTICS | 133

BUDGET | 134
BUDGET
A large portion of resources will be allocated to the PR section of this campaign for two reasons:
to increase brand recall and to strengthen consumer trust in TriSolus. Touching Conscious Cattlemen with
personable content will be an effective way to build a long-term financial commitment. Out-of-home will
get slightly more financial attention than digital because we are utilizing the Zoetis owned media pages to
gain earned impressions. Overall, the campaign will cost just slightly over $200,000, staying within a
reasonable window of your financial goals..

TACTICS | 135
TOTAL = 201,497

EVALUATION & METRICS | 136
evaluation and Metrics
If Zoetis follows the campaign we’ve outlined, we foresee the company gaining greater brand recall for TriSolus as
well as trust among its target market. By expanding its digital presence on sites like Facebook, YouTube and
Pinterest, Zoetis will engage its most valued customers with the idea of protecting their home and herd. Ultimately,
Zoetis will generate higher impressions for its owned media. Currently, Zoetis has about 30,000 followers on
Facebook. After our campaign is implemented, that margin is expected to increase by (click) at least 35%.
Consequently, Zoetis will increase TriSolus Search Engine Optimization, thereby increasing its visibility to loyal and
potential consumers.
Because the target audience is not as likely to trust traditional ads, it’s crucial Zoetis set TriSolus apart from the
competition in terms of tactics. For example, both the feel-good Caring for Cattlemen campaign and the monthly
newsletter evoke feelings of trust while also getting the name and brand in front of consumers’ eyes. This kind of
native advertising will increase consumer loyalty, and lead to increased word of mouth referrals.

TACTICS | 137
If Zoetis implements the tactics we have presented, we see TriSolus rising to the
top of the prime boost market quickly. Producers will see the effectiveness of your
3-part system and become brand loyal in order to protect their home and herd year
after year.
The essence of TriSolus is cohesiveness, and we believe we have created something
consistent with the Zoetis name. Just like the vaccine, the six of us have come
together to form one complete, trustworthy initiative. Thank you for allowing us to
create the TriSolus brand, craft the strategy and plan this campaign.

ARTEMIZE | 138
MEET THE TEAM

TEAM BIO | 140
A mid-Missouri farm girl through and
through, I’ve dreamt of communicating for
the agriculture industry for a long time. I am
passionate about people and agriculture and
enjoyed using these passions to drive a
successful campaign. I am also a fan of
Mexican food, red dirt country music and
puppies.
Out to explore the world since my childhood
in China, I’ve learned through reading and
travel to listen and observe. I put the same
care into understanding your company’s
voice as I do into learning a new language,
writing a play or singing with my ukulele. I’m
just back from a summer advertising
internship in Tokyo where I found new friends
and a love of plum wine.

ARTEMIZE | 141
Whether it’s homemade pizza, zucchini cake
or your company’s media plan, I put tender
loving care into everything I do. Including
caring for my itty bitty chihuahua, Ned Stark.
Originally from the St. Louis area, I now call
mid-Missouri home and enjoy long walks on
the Katy Trail.
With a mom from St. Louis and a dad from
Kansas City, there’s nothing I love more than
a good ‘ol I-70 series. However, being born
and raised in KC makes me loyal to the boys
in blue. After a thought of majoring in
mathematics, I realized my creativity and
writing outweighed sitting at a desk
crunching numbers all day. I may still have a
soft spot for math, but PR is definitely where
I thrive.

TEAM BIO | 142
I’m driven by curiosity and am constantly
finding inspiration around me. I use these
inspirations to feed by creativity and transfer
over to my work. Coming from the BBQ lovin’
Kansas City, I am a self-proclaimed foodie
and there is nothing I value more than
quality. With an eye for art, vision and
ambition are the biggest drivers for my
personal work.
Hailing from southwest Iowa, I value both
routine and straying from the expected.
I translate this into my writing and creative
work, bringing a relatable voice with
interesting twists. I believe the best copy
is bold copy and that dark chocolate is a
health food.

ARTEMIZE | 143
We are strategists and creatives who
come from different backgrounds in
pursuit of different goals, but we have
collaborated this semester to produce
our best work for you and are very
proud of the finished product.
The six of us make up Artemize.

APPENDIX
145

SOURCES
SOURCES | 146
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APPENDIX | 149
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wvc-organization/projects/Marketing/88th Annual Conference /WVC_2017_Exhibitor_Application_LoRes.pdf

APPENDIX | 153
In-depth Interview
Questions

PRODUCERS
RESEARCH | 154
- Do you use cattle vaccines of any kind?
- If no, why do you not?
- Would you ever consider trying vaccines?
- If you were to try a vaccine, what would you look for in the product to make a purchase decision, other than
price? For example, do you look for the brand, the ingredients, the packaging, statistics, recommendations, etc.?
- What about these things influences your decision?
- If yes....
- Do you use any vaccines to combat respiratory diseases?
- Why are you concerned with preventing respiratory disease?
- How much thought do you put in making a vaccine purchase decision?
- What specifically helps you make purchase decisions? For example, do you look for the brand, the ingredients,
the packaging, the statistics, recommendations, etc.?
- What about these things influences your decision?
- Have you heard of prime boost system?
- If no, continue.
- If yes…
- What is your impression on prime boost system?
- What is your prime boost strategy? What brands and why did you choose that strategy?
- Would you try a 3-shot prime boost strategy or a 2-shot prime boost strategy? Why or why not?
- What do you think of intranasal vaccines?

APPENDIX | 155
VETERINARIAN
- Do you recommend vaccines to cattle producers? Why or why not?
- If no, what do you recommend cattle producers do to keep illness and mortality rates down?
- If yes..,
- What vaccines do you recommend?
- Do you recommend multiple vaccines? Which ones?
- Which brand is your go-to brand for animal health? Why?
- What is your opinion on the priming and boosting of calves? Do you recommend it? Why or why not?
- If you do recommend it, how do you convince your clients that it is beneficial?
- Would recommend a 3-shot prime boost or a 2-shot only prime boost? How beneficial is a third shot to a calf?
Why or why not?
- Would you recommend an intranasal vaccine?
- How effective do you feel they are?
- What do you do to convince a producer to purchase a particular vaccine(s)? (Definitely use this question for
sales reps/competitors)
- What do you find that producers are most interested in when choosing their vaccine other than price?

SALES REPS
RESEARCH | 155
- What are your current cow-calf respiratory vaccines on the market?
- What do you believe producers are looking for when purchasing vaccines, aside from price?
- What drives your sales for your vaccines?
- What is something you think your company could improve on?
- Do you have a prime boost system? Why or why not?
- How do your vaccines compare to competitors?
- Which competitor is the strongest? The weakest? Why or why not?

APPENDIX | 157
SURVEY
Questions

SURVEY
RESEARCH | 158
Q1 Thank you for agreeing to participate in this survey regarding your usage of cattle vaccines. This survey is ex-
pected to take no longer than 10 minutes to complete. By completing this survey, you will be entered to win 1
of 6 $25 Visa gift cards when the survey concludes. However, you may leave the survey at any time and remove
yourself from the drawing.Please share with any fellow producers to provide researchers with additional informa-
tion.
Q49 Do you raise cattle?
Yes (1)
No (2)
If No Is Selected, Then Skip To End of Survey
Q1 What is your age?
18-30 (1)
31-40 (2)
41-54 (3)
55+ (4)
Q3 What is your gender?
Male (1)
Female (2)
Prefer not to identify (3)

APPENDIX | 159
Q4 What is your calf production size?
Under 49 head (1)
50-99 (2)
100-499 (3)
500+ (4)
Q5 How many years have you been involved in cow-calf operations?
0-5 (1)
6-20 (2)
21-29 (3)
30+ (4)
Q6 What is your geographic location?
Alabama (1)
Alaska (2)
Arizona (3)
Arkansas (4)
California (5)
Colorado (6)
Connecticut (7)
Delaware (8)
Florida (9)
Georgia (10)
Hawaii (11)
Idaho (12)
Illinois (13)

SURVEY
RESEARCH | 160
Indiana (14)
Iowa (15)
Kansas (16)
Kentucky (17)
Louisiana (18)
Maine (19)
Maryland (20)
Massachusetts (21)
Michigan (22)
Minnesota (23)
Mississippi (24)
Missouri (25)
Montana (26)
Nebraska (27)
Nevada (28)
New Hampshire (29)
New Jersey (30)
New Mexico (31)
New York (32)
North Carolina (33)
North Dakota (34)
Ohio (35)

APPENDIX | 161
Oklahoma (36)
Oregon (37)
Pennsylvania (38)
Rhode Island (39)
South Carolina (40)
South Dakota (41)
Tennessee (42)
Texas (43)
Utah (44)
Vermont (45)
Virginia (46)
Washington (47)
West Virginia (48)
Wisconsin (49)
Wyoming (50)
Q7 What is your annual income? (USD)
0-29,999 (1)
30,000-44,999 (2)
45,000-64,999 (3)
65,000-89,999 (4)
90,000+ (5)

SURVEY
RESEARCH | 162
Q8 Do you use respiratory disease vaccines for cattle?
No (1)
Yes (2)
Display This Question:
If Do you use respiratory disease vaccines for cattle? No Is Selected
Q12 Why do you not use vaccines? (Check all that apply)
Cost (1)
Safety (4)
Time consuming (3)
Unnecessary practice (2)
Other (5) ____________________
Q13 Would you consider trial usage?
Yes (1)
Maybe (2)
No (3)

APPENDIX | 163
If Do you use respiratory disease vaccines for cattle? Yes Is Selected
Q14 Do you use any of the following cattle vaccines? (Check all that apply)
Bovi-Shield GOLD One Shot (3)
BRD Shield (12)
Express FP 5-VL5 (8)
INFORCE 3 (1)
One Shot BVD (2)
Pyramid 5 (6)
Presponse SQ (7)
Titanium 5 L5 (9)
VIRA SHIELD 6 (10)
Vista 5 (5)
Vista Once SQ (4)
VL5 HB (11)
I don’t know (13)
Other (14) ____________________

SURVEY
RESEARCH | 164
Q15 What influenced your choice of vaccine from the previous question? (Check all that apply)
Advertisement (4)
Fellow cattle producer recommendation (2)
Passed-down practice (3)
Sales representative (5)
Vet recommendation (1)
Other (6) ____________________
Q16 Where do you usually purchase these vaccines from? (Check all that apply)
Online orders (4)
Retail outlets (2)
Sales rep (3)
Veterinarian (1)
Other (5) ____________________

APPENDIX | 165
Q17 How important is immunization in your cattle production methods?
Extremely important (1)
Very important (2)
Moderately important (3)
Slightly important (4)
Not at all important (5)
Q18 Do you receive more money per head by vaccinating your cattle for respiratory disease?
Yes (1)
No (2)
I don’t know (3)
If Do you receive more money per head by vaccinating your cattle? Yes Is Selected
Q44 How much more do you receive? Enter dollar amount per head. $

SURVEY
RESEARCH | 166
Q19 How do you think respiratory diseases are preventable in cattle? (Check all apply)
Healthy diet (2)
Low stress environment (4)
Sanitary living conditions (3)
They are not preventable (1)
I don’t know (5)
Other (6) ____________________
Q20 How many of your calves died of respiratory disease that you know of in the past year? (Enter the number of
heads)
Q54 How much money do you lose, if any, from calf mortality? (Please enter dollar amount)

APPENDIX | 167
Q23 What are you looking for when choosing a vaccine? Please rank.
______ Price (1)
______ Duration of immunity (2)
______ Brand reputation (3)
______ Quality of product (4)
______ Safety (5)
______ Peer testimonial (6)
______ Veterinary professional recommendation (7)
______ Innovation (8)
______ Type of disease (9)
______ Statisitcs (10)
Q24 How loyal are you to cattle vaccine brands?
Extremely brand loyal (1)
Somewhat brand loyal (2)
Neutral to brands (3)

SURVEY
RESEARCH | 168
If How loyal are you to cattle vaccine brands? Extremely brand loyal Is Selected
Or How loyal are you to cattle vaccine brands? Somewhat brand loyal Is Selected
Q25 Are you loyal to any of the following brands? (Check all that apply)
Elanco (1)
Merck (2)
Merial (3)
Boehringer Ingelheim (BIVI) (4)
Bayer (5)
Zoetis (6)
If How loyal are you to cattle vaccine brands? Extremely brand loyal Is Selected
Or How loyal are you to cattle vaccine brands? Somewhat brand loyal Is Selected
Q26 What makes you loyal to the brand? (Check all that apply)
Brand image (5)
Brand trust (2)
Price (3)
Product satisfaction (1)
Traditional practice (4)
Other (6) ____________________

APPENDIX | 169
A great deal (1) A lot (2) A moderate amount (3) A little (4) None at all (5)
Customer relationship (1)
Face-to-face interaction (2)
Tailored solutions (3)
Q28 If you are shopping for cattle vaccines for respiratory diseases, which brand first comes to your mind?
Elanco (1)
Merck (2)
Merial (3)
Boehringer Ingelheim (BIVI) (4)
Bayer (5)
Zoetis (6)
Q47 What do you think of the brand Boehringer Ingelheim in the following aspects?
Excellent (1) Good (2) Average (3) Poor (4) Terrible (5)
Service (1)
Sales force (3)
Product quality (4)

SURVEY
RESEARCH | 170
Q48 What do you think of brand Elanco in the following aspects?
Service (1)
Sales force (3)
Product quality (4)
Q29 What do you think of brand Zoetis in the following aspects?
Service (1)
Sales force (3)
Product quality (4)
Q46 What do you think of brand Merck in the following aspects?
Service (1)
Sales force (3)
Product Quality (4)


APPENDIX | 171
Q45 Do you own/use a smartphone?
Yes (1)
No (2)
Q30 What types of media do you spend time on? Please rank according to time you spend on these media. (1
being the most time; and 7 being the least time.)
______ Mobile phone (1)
______ Computer (2)
______ TV (3)
______ Magazine (4)
______ Newspaper (5)
______ Radio (6)
Q32 How much do you trust ads you see in or from the following:
A great deal (1) A lot (2) A moderate amount (3) A little (4) None at all (5)
Industry magazines (1)
Digital ads (Social media ads,
website ads, email ads, online video ads) (2)
Exhibition and trade conferences (3)
Informational videos (4)
In-store displays (5)
TV (6)
Radio (7)
Billboards/posters (8)

SURVEY
RESEARCH | 172
Q33 What types of media or sources of information do you resort to when researching animal medical products?
(Check all that apply)
Veterinary professional (1)
Cattle conventions (2)
Friends and family (3)
Social media (4)
Websites (5)
Professional publications (6)
Sales representatives (7)
Company informational materials (8)
Q52 The following questions will ask you of your knowledge on a prime boost system. A prime boost system is a
series of vaccines for calves to prevent respiratory disease in cattle. This includes a series of at least two shots; 1 to
prime and 1 to boost a calf’s immunity.
Q35 Have you ever heard of a prime boost system?
Yes (1)
No (2)


APPENDIX | 173
If Have you ever heard of prime boost? Yes Is Selected
Q36 What is your opinion of the prime boost system?
Like a great deal (1)
Like a moderate amount (2)
Like a little (3)
Neither like nor dislike (4)
Dislike a little (5)
Dislike a moderate amount (6)
Dislike a great deal (7)
If Have you ever heard of prime boost? Yes Is Selected
Q37 Have you used a prime boost system to immunize your calves?
Yes (1)
No (2)
If Have you used a prime boost system to immunize your calves? No Is Selected
Q38 Which brand that carries prime boost would you consider trying? (Check all that apply)
Elanco: VIRA SHIELD 6 + VL5 HB (1)
Merck: Vista Once SQ + Vista 5 (2)
Boehringer Ingelheim (BIVI): Pyramid 5 + Presponse SQ + Pyramid 5 (3)
Zoetis: INFORCE 3 + One Shot BVD with Bovi-Shield GOLD One Shot (4)
Would not consider it (5)

SURVEY
RESEARCH | 174
If Have you used prime boost strategy to immunize your calves? Yes Is Selected
Q40 Do you use mix and match prime boost vaccines from different companies?
Yes. I use multiple brands for the prime boost vaccines. (1)
No. I use the same brand for the prime boost vaccines. (2)
If Have you used prime boost strategy to immunize your calves? Yes Is Selected
Q39 Do you use any of the following prime boost strategies to immunize your calves? (Check all that apply)
Elanco: VIRA SHIELD 6 + VL5 HB (1)
Merck: Vista Once SQ + Vista 5 (2)
Boehringer Ingelheim (BIVI): Pyramid 5 + Presponse SQ + Pyramid 5 (3)
Zoetis: INFORCE 3 + One Shot BVD with Bovi-Shield GOLD One Shot (4)
Other (5) ____________________
Q41 Do you use intranasal vaccines?
Yes (1)
No (2)

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