JUNE/JULY - 2024

This Document

Part Eight

The BSAVA Transformation journey.

We get it—there’s so little time these days.

So, here are two ways to get to know the new brand.

1. You can listen to one interpretation of all the information below—a ‘fun’ take on the data created as a Podcast—The BSAVA ‘New Brand’ Podcast.

2. And then, if you have questions about the entire journey of the new ‘brand’—start a conversation with the dedicated AI—The BSAVA Brand.

The remainder of this archive has complete details and a broader context within which it has been developed.

Part Eight

Part Eight explains the new brand's principles, rules, standards, and direction and its role in BSAVA's overall transformation. These guidelines will appear in the second edition of the Brand Guidelines, which is due to be ready in phases over the remainder of the year.

There will be modules released several times throughout this period so that BSAVA will not be waiting for the completed edition.

This work has greatly benefited from our ability to understand the whole business through the strategic phase. 

This included the marketing context in the interim phase at the end of 2023 and the beginning of 2024, the vital learning we gained through Congress 2024, the resulting briefings that touched almost every part of the BSAVA, and the many people we have met both at BSAVA and who have contributed directly to this progress.

While this section is based on the brand and its application in marketing, its implications and broader use will have an impact far beyond.

THE PRECEDING PARTS

Part One—The Strategic Session Introduction: 

This section explains the approach to the strategic session in May 2023. It explains the entire journey from briefing to execution at a high level and further explains the context and aims of the BSAVA.

Go To Page - PASSWORD: BSAVA-PARTONE-247

Part Two - The Session Narratives:

The soundtrack of the strategic work - the conversations that took place and the insights that emerged. Conversation highlights associated with the session module visuals. Not a verbatim capture—by design.

Go To Page - PASSWORD: BSAVA-PARTTWO-247

Part Three - The Emerging Strategy:

The initial hypotheses and scenarios that were deemed valid based on the outcomes and signs of achievement. This was the next stage. In anticipation of further detailed discussions and decision-making.

Go To Page -PASSWORD: BSAVA-PARTTHREE-247

Part Four - The Strategic Recommendations:

The basis of the recommendations and plans. These continue into Phase Two—refined, prioritised and evolved as fresh dynamics and realities emerge. Go To Page - PASSWORD: BSAVA-PARTFOUR-247

Part Five—Strategic Deployment: 

This is the briefing material we used to brief the ‘bench’ on the brand and marketing aspects of the work in the context of the Programme of Change. Go To Page - PASSWORD: BSAVA-DEPLOYMENT-247

Part Six: The First 100 Days:

This document explains the progress made during the first 100 days. It shows the work done in what was called The Interim. Go To Page - PASSWORD: 100DAYS-247

Part Seven: Moving On Towards A New Era:

As we moved away from the initial chapter of the programme of change, this was a consolidation of the work to date, evolving to be ready for the Second Era. Go To Page - PASSWORD: BSAVA-PARTSEVEN-247

EVA - THE AI

AVA - THE AI

IMPORTANT NOTE: WHAT FOLLOWS IS NOT COPY - IT’S BRIEFING MATERIAL FOR THE BRAND GUIDELINES - THIS DOCUMENT IS AN EVOLVING ANALYSIS OF THE CONSOLIDATED WORK THAT TAKES ACCOUNT OF ALL SEVEN PREVIOUS PARTS AND THE LEARNING TO DATE - MORE WILL BE ADDED AS PRINCIPLES AND STANDARDS EMERGE AND AS DYNAMICS CHANGE.

BSAVA Brand Guidelines - Consolidated Themes and Contents

Welcome to the BSAVA Brand Guidelines

Welcome to the British Small Animal Veterinary Association's Brand Guidelines. This document represents an important milestone in our organisation's evolution, embodying our commitment to excellence, innovation, and the veterinary profession we serve.

Introduction

As BSAVA embarks on a transformative journey to become a more dynamic and relevant association, these guidelines serve as our compass. They are designed to ensure that our brand – the face and voice of our organisation – accurately reflects our values, mission, and the power of our collective expertise.

The Power of Association lies at the heart of these guidelines. It represents not just our strength in numbers but the collective impact we can achieve when we unite our knowledge, skills, and passion for veterinary medicine.

This document is more than just a set of rules. It's a toolkit that empowers everyone associated with BSAVA to communicate our message consistently and effectively. Whether creating content, designing materials, or representing BSAVA in any capacity, these guidelines will help you embody our brand's essence.

You'll find comprehensive information on our visual identity, tone of voice, and how to apply our brand across various media. You'll also discover how we embrace technological advancements and address ethical considerations in our communications.

Our brand is not just about how we look or what we say – it's about who we are and what we stand for. It's a promise to our members, partners, and the wider veterinary community. By adhering to these guidelines, you're helping to fulfil that promise and strengthen our collective impact.

We encourage you to familiarise yourself with these guidelines and refer to them often. Together, we can ensure that BSAVA continues to be recognised as an indispensable veterinary membership organisation, delivering value at the intersection of knowledge, practice, and application.

Thank you for your commitment to BSAVA and participating in this exciting new chapter in our organisation's history.

NOTE: THE FLIP BOOKS ARE REFERENCE ONLY - THIS REMAINS A WORK IN PROGRESS AND ARE NOT SIGNED-OFF ARTWORKS

The Brand Guideline Contents (Second Edition)

THE FOURTEEN SECTIONS

SECTION ONE: Welcome and Introduction

• Purpose and the importance of brand guidelines

SECTION TWO: Brand Definition and Value

• Overview of BSAVA's brand identity

• Importance of a strong brand

SECTION THREE: Core Brand Elements

• Our Values

• The Mission

• The Vision

• Our Voice and Tone

SECTION FOUR: The Power of Association

• Explaining the value proposition and collective strength - 

• The Thirteen Powers: Key areas of strength and impact

• ‘You touch a part of us; you touch all of us…’

• Thinking like a media business - Applying the principles of media, content, business models, and creative channels

• The Culture Code - How transformation is everyone’s responsibility and the importance of the new mindset and attitude

SECTION FIVE: Visual Identity

• New look introduction - The rationale for the new style. (The anchor to the outcomes and signs of achievement)

• The New Logo (Primary, Secondary, Variations, Sub - subbrand treatments)

• Colour palette (Primary and Secondary)(8 and 12 colour wheels)

• Typography (Primary and Subsidiary)(Fonts, style and justifications)

• Graphics and Icons - The treatment of ‘colour pops’

• Photography, Videography and Image Usage - (The use of Animal Images in Photography)

• Owning the ‘V’ concept - (Illustrating how the concept applies to assets and treatments across all media)

• The do’s and don’ts

• Access to the archive - instructions for accessing the elements and tools

SECTION SIX: Brand System

• BSAVA corporate identity - application on stationary and corporate signage

• How different elements work together

• Symbols and their meanings

• Brand principles for consistency

SECTION SEVEN: Marketing and Communication Strategies

• The overall approach to measurement and performance

• SEO, data and digital strategy across all channels and media

• Media strategy - The omnichannel media approach

• Content strategy - leveraging the wealth of BSAVA content and maximising its value in new and existing products and services

• Web strategy - the transformation of the online estate, including the main websites and apps

SECTION EIGHT: Technical Guidance

• Implementation across various media

• Digital and web applications

• Social media best practices

• Event photography and video guidelines

• Audio guidelines

• The do’s and don’ts

SECTION NINE: Brand Applications

• Sub-brands across all domains - examples showing all main types and applications

• Merchandise examples - guidance for applications

• The do’s and don’ts

SECTION TEN: Partner guidelines

• Use of the BSAVA brand alongside partners' applications

• The do’s and don’ts

SECTION ELEVEN: Organisational Engagement

• The platform, blueprint and strategic integrity

• Guidelines for all BSAVA members and staff

• Governance and Maintenance

• Processes for updating and maintaining guidelines

SECTION TWELVE: Automation and AI

• Guidelines for using automated systems in brand applications

SECTION THIRTEEN: Legal and Ethical Guidelines

• Copyright, trademarks, and ethical standards in brand usage

• Disclaimers

SECTION FOURTEEN: Support and Contact Information

• Advice

• Contact numbers

• Assets

• Archives

NOTE: THE FLIP BOOKS ARE REFERENCE ONLY - THIS REMAINS A WORK IN PROGRESS AND ARE NOT SIGNED-OFF ARTWORKS

By implementing these initiatives, BSAVA will ensure that the Programme of Change V2.O focuses on achieving its strategic goals while transforming the organisation to better serve its members and the veterinary profession.

High-Level Summary:

Refer to the platform and blueprint theme elsewhere for the fuller details. The Blueprint work generated the detail. Listed below as aligned with the organisation's Outcomes, Achievements, Vision, and Mission:

Overarching Principles

All initiatives directly or indirectly (collectively) contribute to achieving BSAVA's Vision, Mission, Outcomes, and Achievements.

Prioritise actions that:

• Create capacity, raise the profile, improve the experience, or generate revenue

• Provide quick wins to boost morale and demonstrate change

• Enhance alignment and optimise resource utilisation

Key Focus Areas

Transform the Experience [Outcome: Improved member engagement]

• Enhance online resource accessibility

• Improve physical event experiences

Maximise Content Value [Outcome: Highest quality veterinary resources worldwide]

• Identify quick wins from existing content

• Expand reach to new audiences

Establish BSAVA Culture Code [Outcome: A happier, more fulfilled profession]

• Define a vision for organisational culture

• Ensure authenticity and a clear commitment

Amplify BSAVA Voice [Outcome: Major influence on the profession]

• Build credibility as a trusted knowledge source

• Strengthen role as professional ambassadors

Action Plan

Vision/Mission/Purpose

• Refine and agree on consistent internal communication statements

• Plan a broader engagement strategy

Culture/Values/Principles

• Develop a narrative for refreshed values and culture code

• Establish behaviour assessment criteria

• Implement bold principles in low-risk activities

• Organise staff engagement workshops

Brand

• Finalise the brand refresh decisions (Work in progress)

• Initiate web/app transformation

• Develop a comprehensive set of brand guidelines (Editions Two and Three)

Target Market/Stakeholder Journey

• Define priority audience segments

• Identify key moments of truth in stakeholder journeys

Value and Voice

• Prioritize representation targets

• Select initial focus topics for amplifying voice

Products/Activities

• Conduct product mapping and gap analysis

• Develop content strategy for popular areas

• Implement AI solutions

• Explore BSAVA accreditation opportunities

Channels and Marketing

• Optimise website and content (Content defined as marketing content and not scientific or BSAVA Publications)

• Set clear objectives for each marketing channel (Revised brief taking and PMRE)

• Expand presence in relevant publications/media/formats

Assets and Knowledge Management

• Improve content utilisation insights

• Enhance data analysis capabilities

• Implement feedback mechanisms

• Connect knowledge to real-world practice

Capabilities

• Conduct skill and resource gap analysis

• Develop expertise in key areas (e.g., content leadership, data visualization, market analysis)

Implementation Approach

1. Prioritize actions based on impact and feasibility

2. Ensure cross-functional collaboration

3. Regularly assess progress against Outcomes and Achievements

4. Maintain flexibility while adhering to strategic vision

5. Foster a culture of innovation and continuous improvement

“Generally, organic traffic accounts for approximately 53.3% of all web traffic. This percentage can vary depending on the industry and the effectiveness of a website's SEO and content marketing strategies. For instance, in the B2B sector, organic traffic can account for as much as 64% of total traffic”

This guideline outlines the fundamental role of our SEO and data strategy in driving BSAVA's digital presence, member engagement, and overall organisational success. 

This is a vital foundation of our broader brand and communication guidelines, ensuring our digital efforts are data-driven, measurable, and aligned with our strategic objectives.

SEO and data strategy are not just technical applications of technology but also fundamental pillars of BSAVA's digital transformation and member engagement efforts. 

It underpins our ability to deliver value, drive growth, increase revenue and maintain our position as a leader in the veterinary field.

All BSAVA initiatives should consider and align with this strategy to ensure a coherent, data-driven, and impactful digital presence.​​​​​​​​​​​​​​​​

Achieving Strategic Alignment

• Connects directly to BSAVA's mission of being an indispensable veterinary membership organisation

• Supports our goal of delivering value at the intersection of knowledge, practice, and application

• This aligns with our vision of creating a world where the veterinary profession and professionals can thrive

• Aligns with the BSAVA thinking more like a media business

Importance of Data:

1. Informed Decision Making: Data provides concrete insights into member behaviour, preferences, and needs. This allows us to tailor our services and communications more effectively.

2. Personalisation: By leveraging data, we can create personalized experiences for our members, enhancing engagement and loyalty.

3. Performance Tracking: Data enables us to measure the success of our initiatives, from marketing campaigns to educational programs.

4. Trend Identification: Analysing data helps us identify emerging trends in veterinary medicine, allowing us to stay ahead of the curve in our offerings.

5. Resource Optimisation: Data-driven insights help us allocate our resources more efficiently, maximising our impact and ROI.

Data-Driven Decision Making

• Establishes BSAVA as a forward-thinking, digital-first organisation

• Ensures all digital initiatives are grounded in evidence and measurable outcomes

• Facilitates continuous improvement and adaptation to changing member needs and market conditions

• Data allows us to identify emerging trends and inform the development of new products and services, ensuring BSAVA remains relevant and competitive.

Enhanced Member Value

• Improves discoverability of BSAVA resources, directly supporting our commitment to providing high-quality veterinary professional resources

• Enables personalised user experiences, reinforcing our position as a member-centric organisation

• Supports our goal of being a hub for veterinary professional development globally

Brand Reinforcement

• Strengthens BSAVA's online presence, supporting our outcome of achieving a powerful reputation

• Ensures consistent messaging across all digital touch points, aligning with our brand guidelines

• Positions BSAVA as a thought leader in the veterinary field through optimised content

• Ensuring links to BSAVA originate from reputable sources aligned with our values and mission.

Global Reach and Influence

• Supports our international expansion efforts through targeted international SEO strategies

• Enhances our ability to attract and engage a global audience, aligning with our goal of being a major influence on the profession

• Facilitates the repurposing and localisation of content for diverse markets

Performance Measurement and Accountability

• Establishes clear KPIs and objectives that align with our strategic outcomes and signs of achievement

• Enables precise tracking of digital initiatives' impact on membership growth, engagement, and revenue

• Supports data-informed resource allocation and strategic planning

Technological Integration

• This aligns with our commitment to embracing digital innovation and AI in our operations

• Supports the development of a robust digital ecosystem for member engagement and service delivery

• Enables the integration of SEO and data strategies across all digital platforms and tools

Continuous Learning and Adaptation

• Facilitates ongoing optimisation of our digital presence based on real-time data and insights

• Supports our culture of innovation and agility in responding to changing market dynamics

• Enables us to stay ahead of digital trends and member expectations

Cross-Functional Collaboration

• Serves as a unifying framework for marketing, IT, content creation, and member services teams

• Ensures all departments contribute to and benefit from our digital success

• Supports our goal of breaking down silos and fostering a collaborative organisational culture

Ethical Data Usage and Transparency

• Aligns with our commitment to ethical practices and member trust

• Ensures compliance with data protection regulations and industry best practices

• Supports transparent communication about our data usage and member privacy

Our brand guidelines have been crafted to support and reflect BSAVA's overarching strategic outcomes and signs of achievement. This alignment ensures that our brand position (internally and externally), visual identity, market reputation and communications consistently reinforce our organisational goals and values.

Maintaining this alignment between our brand guidelines and strategic outcomes and achievements ensures that every aspect of our visual and verbal communication reinforces BSAVA's mission, vision, and goals. 

Our Vision

“A world where veterinary professionals can thrive and be empowered to deliver exceptional care to small and companion animals.”

Our Mission

“To create a thriving community for our veterinary professionals — where they are empowered and engaged, so they can, in turn, nurture the health and welfare of small and companion animals.”

The Outcomes & Achievements

The highest quality of small animal veterinary professional resources worldwide

Brand Alignment:

• Use of professional, high-quality writing and imagery across all materials

• Clean, modern design that reflects our aims, vision and mission and resonates with cutting-edge veterinary practices

• Consistent use of authoritative tone in all communications.

• More…

• More…

Achievement Indicator:

• Increased engagement (awareness, satisfaction)  with all our products, solutions, services and  resources

• Positive feedback on the quality and relevance of our content

• More…

• More…

Trusted Representatives for the Veterinary Profession

Brand Alignment:

• Use of trustworthy, ethical imagery (especially in animal photography)

• Consistent, professional wordmark usage across all platforms

• Clear, transparent communication style that adheres to neurodivergent inclusion objectives.

• More…

• More…

Achievement Indicator:

• Increased stakeholder engagement

• More frequent media references and consultations

Designed for the Future we are shaping

Brand Alignment:

• Modern, forward-thinking design elements

• Integration of digital-first approach in brand applications

• Flexibility in brand guidelines to adapt to emerging technologies

• More…

• More…

Achievement Indicator:

• Successful implementation of new business models

• Positive reception of innovative initiatives

At the heart of a vibrant ecosystem

Brand Alignment:

• Inclusive imagery representing diverse veterinary roles

• Use of community-focused language and visuals

• Brand elements that encourage engagement and participation

• More…

• More…

Achievement Indicator:

• Increased community platform engagement

• Growing interest in BSAVA events and collaborations

A major influence on this profession

Brand Alignment:

• Authoritative yet approachable tone of voice

• Use of thought leadership content in brand materials

• Consistent professional appearance across all touchpoints

• More…

• More…

Achievement Indicator:

• Increased invitations to participate in industry events

• Growing media presence on small animal veterinary issues

The improved health & welfare of small animals

Brand Alignment:

• Ethical use of animal imagery in all communications

• Focus on positive, health-promoting visuals

• Integration of animal welfare messaging in brand materials

• More…

• More…

Achievement Indicator:

• Positive impact of research and policy on veterinary practices

• Improved outcomes in animal health metrics

A happier, more fulfilled profession

Brand Alignment:

• Use of positive, aspirational imagery in communications

• Inclusive language that speaks to all veterinary roles

• Brand elements that promote work-life balance and well-being

• More…

• More…

Achievement Indicator:

• Positive member feedback on BSAVA's role in their professional lives

• Increased engagement with well-being initiatives

A Powerful Reputation

Brand Alignment:

• Consistent, professional application of brand across all touchpoints

• Use of high-quality, impactful design in all materials

• Clear articulation of BSAVA's value proposition in all communications

• More…

• More…

Achievement Indicator:

• Growth in social media following and engagement

• Increased partner opportunities due to a strong brand reputation

A hub for veterinary professional development globally

Brand Alignment:

• Global perspective in imagery and language

• Design elements that emphasise continuous learning

• Integration of digital learning concepts in brand applications

• More…

• More…

Achievement Indicator:

• Increased usage of Lifelong Learning resources

• Growth in international membership and partnerships

The preferred professional membership association for small animal vets/nurses/others in the profession

Brand Alignment:

• Inclusive imagery and language that speaks to all roles

• Clear communication of membership benefits in all materials

• Professional, member-focused design across all touchpoints

• More…

• More…

Achievement Indicator:

• Growth in membership numbers across all categories

• Increased applications for volunteer positions

To leverage existing BSAVA content to enter and grow in international markets, ensuring our valuable resources reach a global veterinary audience while maintaining relevance and quality.

Content Audit and Selection

• Conduct a comprehensive audit of existing content, products, and services

• Identify high-performing, evergreen content with potential global appeal

• Prioritise content based on:

  a) Relevance to international veterinary practices

  b) Potential for cultural adaptation

  c) Alignment with global veterinary trends

Cultural and Contextual Adaptation

• Research target markets to understand local veterinary practices and cultural nuances

• Adapt content to reflect local regulations, standards, and best practices

• Modify case studies and examples to resonate with local audiences

• Ensure the use of culturally appropriate imagery and references

Language Localisation

• Identify priority languages based on target markets

• Employ professional translators with veterinary expertisDevelop a glossary of veterinary terms for consistent translations

• Consider creating multilingual versions of key resources

Format Transformation

• Repurpose long-form content (e.g., manuals, textbooks) into:

  a) e-Learning modules

  b) Webinar series

  c) Podcast episodes

  d) Infographics and visual summaries

• Adapt print materials for digital consumption (e.g., interactive PDFs, e-books)

• Create short-form content for social media and mobile consumption.

Modular Content Design

• Break down comprehensive resources into modular, mix-and-match ‘chunks’ components.

• Enable customisation of content packages for different markets and needs

• Facilitate easy updates and localization of individual modules

Digital Platform Optimisation

• Ensure all repurposed content is mobile-responsive

• Optimise for various devices and internet speeds common in target markets

• Implement SEO strategies using localised keywords and search trends

Collaborative Partnerships

• Forge partnerships with local veterinary associations for content distribution.

• Collaborate with international experts to co-create or validate adapted content.

• Engage with global veterinary schools for educational content placement.

Continuous Professional Development (CPD) Alignment

• Align repurposed content with international CPD requirements

• Develop accreditation partnerships in key markets

• Create tracking systems for CPD credits across different countries

Interactive and Engagement Features

• Incorporate interactive elements into repurposed content (e.g., quizzes, assessments)

• Develop discussion forums or social learning components

• Implement gamification elements to enhance engagement and learning retention

• Feedback and Iteration Loop

Establish mechanisms for gathering feedback from international users.

• Regularly analyse usage data and engagement metrics

• Continuously refine and update content based on global user insights

Multiplatform Distribution Strategy

• Develop partnerships with international e-learning platforms.

• Explore opportunities with global veterinary content aggregators

• Utilise social media platforms popular in target markets for content distribution

Pricing and Access Models

• Develop flexible pricing models suited to different economic contexts

• Consider freemium models to increase reach and upsell opportunities

• Explore subscription-based access for ongoing engagement

Legal and Regulatory Compliance

• Ensure all repurposed content complies with international copyright laws

• Address data protection and privacy regulations in different markets

• Clearly communicate any practice limitations or regulatory differences

Measurement and ROI Tracking

• Define KPIs for international content performance.

• Track engagement, adoption, and revenue metrics by region

• Measure the impact on BSAVA's global brand recognition and authority

Global Community Building

• Use repurposed content as a foundation for international BSAVA communities

• Facilitate knowledge sharing and discussions among global members

• Showcase international case studies and success stories

BSAVA Wordmark and Colour Guidelines:

Neurodivergent Inclusion Proof

The BSAVA wordmark and colour scheme are designed with neurodivergent inclusion in mind. Our approach prioritises clarity, simplicity, and accessibility while maintaining a solid and consistent brand identity. We're committed to ongoing evaluation and improvement to ensure our visual identity remains inclusive and effective for all users.

Wordmark Design

• Simplicity: Our wordmark uses a clean, straightforward design with the letters BSAVA in a sans-serif developed typeface (Montserrat Black), avoiding complex patterns or intricate details that could cause visual stress.

• Enhanced 'V': The 'V' in BSAVA is subtly enhanced to create a distinctive visual element without overwhelming the overall design. It evokes the V for the Veterinary Industry.

• Consistency: We maintain consistent letter spacing and proportions to ensure clarity and ease of recognition while creating a distinction from other brands - (((See The Justification Documents.)))

Colour Scheme

• Limited Palette: We've developed our colour palette to colours and their tinted values to ensure adherence to recommendations.

• Appropriate Contrast: Our colour combinations ensure appropriate contrasts between the logo and its background, improving user visibility.

• Colour-Blind Friendly: We've created our colour combinations to ensure they're distinguishable for individuals with colour vision deficiencies.

Flexibility and Adaptability

• Size Variations: We've developed wordmark variations optimised for different sizes, ensuring legibility even at smaller scales.

• Background Adaptability: We provide guidelines for wordmark use on various backgrounds, including a reversed-out version for dark backgrounds.

Accessibility Considerations

• Alternative Text: We've created clear, descriptive alternative text for the wordmark to be used with screen readers.

• Avoid Sensory Overload: Our wordmark doesn't use flashing elements, conflicting contrast, or bright colours that could trigger sensory sensitivities.

Digital Optimisation

• Crisp Rendering: We've optimised our wordmark for on-screen viewing, ensuring crisp edges and clear definition across devices.

• Dark Mode Compatibility: We've tested and adjusted our wordmark to render effectively in light and dark mode settings.

Print Considerations

• Minimum Size: We've established guidelines for minimum logo size in print to maintain legibility.

• Non-Glossy Finish: We recommend non-glossy finishes for printed materials to avoid potential glare issues.

Typography

• Clear Font: Our wordmark font is Montserrat Black, a clear and easily readable sans-serif font.

• Consistent Spacing: We maintain consistent kerning (letter spacing) to enhance readability.

Exclusion Zone

• Clear Space: We've defined a clear exclusion zone around the wordmark to prevent visual clutter and enhance focus.

Colour Specifications

• Exact Values: We provide exact colour values (CMYK, RGB, HEX, and Pantone) to ensure consistency across all applications.

• Contrast Ratios: We've tested our colour combinations to meet WCAG 2.1 guidelines for contrast ratios.

Sensory Considerations

• Texture: Where applicable, we consider using subtle, non-irritating textures rather than glossy finishes.

• Motion: If animated versions are used, we ensure smooth, subtle movements and always provide static alternatives.

User Testing and Feedback

• Neurodivergent Input: We've conducted user testing with neurodivergent individuals to gather feedback on our wordmark and colour scheme.

• Ongoing Refinement: We commit to regularly reviewing and refining our wordmark and its colour usage based on user experiences and feedback.

Ethical and Brand-Aligned Usage

We must ensure that our visual content aligns with our ethical standards, promotes animal welfare, and enhances our brand image as a responsible and professional veterinary association. Remember, these guidelines should be applied thoughtfully, always considering the context and purpose of the imagery in our communications.

Overarching Principles

• Treat animals respectfully and humanely in all imagery

• Avoid portraying animals in demeaning or derisory ways

• Ensure images do not support extreme or socially unacceptable norms

• Prioritise animal and human safety in all photography

Breed and Physical Appearance

• Avoid showcasing extreme conformations in any species

• Do not use images of brachycephalic animals (e.g., Bulldogs, Pugs, Persian cats)

• Avoid animals with excessive wrinkles, skin folds, or drooping eyes

• Do not use images of animals with congenital abnormalities

• Avoid showcasing excessively long ears or abnormal body proportions

• Do not use images of animals with modified appearances (e.g., cropped ears, docked tails)

Setting and Environment

• Ensure animals are portrayed in natural, appropriate settings

• Use species-appropriate bedding, housing, and food in images

• Avoid unnatural groupings of animals or extreme size disparities

• Do not use images of anthropomorphised animals (e.g., in human clothing)

• Avoid images of animals with potentially harmful objects (e.g., sticks, small balls)

• Ensure the housing shown is appropriate and enriched for the species

Human Interaction

• Portray human-animal interactions naturally and safely

• Avoid images of animals performing unnatural activities

• Do not show animals as accessories (e.g., in handbags)

• Avoid images of children riding or sitting on animals

Health and Safety

• Do not show animals sharing human food or on food preparation surfaces

• Avoid images of animals licking human faces, especially of vulnerable individuals

• Ensure animals are safely restrained in vehicles

• Do not show children alone with animals without adult supervision

• Avoid images of animals in human beds

Veterinary Procedures

• Ensure appropriate protective clothing is worn in medical settings

• Use images that accurately represent proper medical procedures

• Avoid showing brand names of medical products

• Ensure staff in images follow proper safety protocols (e.g., tied-back hair, no dangerous jewellery)

Photographic Process

• Obtain signed consent for all people and animal owners in photographs

• Keep photographic sessions short and comfortable for animals

• Use natural light where possible to avoid stress from artificial lighting

• Ensure animals have access to water and appropriate comfort breaks

Brand Alignment

• Choose images that reflect BSAVA's professional and authoritative stance

• Use high-quality, well-composed photographs that enhance our brand image

• Ensure images align with our brand colour palette and overall aesthetic

• Select photographs that convey our commitment to animal welfare and veterinary excellence

Diversity and Inclusion

• Include a diverse range of people in our imagery, reflecting our inclusive values

• Represent various veterinary roles (vets, nurses, support staff) in our photography

• Show a variety of practice settings and types of veterinary work

Content-Specific Considerations

• Educational material may require images that do not align with these guidelines to illustrate specific conditions or procedures.

• Clearly label such images and provide context for their use

Review Process

• Implement a review process for all images before publication

• Consult with veterinary professionals when in doubt about the appropriateness of an image

• Regularly audit our image library to ensure ongoing compliance with these guidelines

Example: Congress 2025 Partner Video and Photography Guidelines

By following these guidelines, Congress 2025 partners can create compelling, high-quality video and photographic content that enhances the overall event experience and generates excitement among delegates.

1. Purpose

• Provide a platform for Congress 2025 partners to showcase their identity, expertise, and planned activities.

• Generate anticipation among delegates

• Offer insights into exhibition stand experiences

• Highlight networking opportunities with industry leaders

2. Video Content Guidelines

2.1 Partner Spotlight Introductions

• Introduce key personnel with roles and departments

• Showcase company expertise and core focus

• Build anticipation for Congress involvement

2.2 Session Previews and Updates

• Outline session content topics and themes

• Highlight speaker expertise and credentials

• Generate interest with exclusive previews

2.3 Team Member Profiles

• Humanize the brand through team introductions

• Showcase individual expertise and roles

• Encourage interaction by demonstrating approachability

3. Still Content Guidelines

3.1 Team Profiles

• Present high-quality photographs of team members

• Include quotes focusing on event expectations and benefits

• Highlight team enthusiasm with compelling quotes

• Convey team expertise through role descriptions

3.2 Partner Previews

• Generate excitement with snippets about planned activities

• Build anticipation using evocative language

• Position partners as industry leaders and thought leaders

4. Photography and Videography Technical Guidelines

4.1 iPhone Settings

• Resolution: Shoot in 4K for best image quality

• Frame Rate: Use 24 FPS for a cinematic look

• Exposure: Adjust using screen taps or exposure compensation dial

• Composition: Use grid lines for the rule of thirds

4.2 Android Settings

• Adjust video size and frame rate in camera settings

• Use higher resolutions for better quality

• Enable grid lines for composition

• Utilise Pro Mode for manual control over camera settings

5. Best Practices

• Always use grid lines for good composition

• Experiment with Pro Mode for advanced features

• Balance video quality with storage space considerations

• Ensure proper exposure for clear, detailed images

6. Implementation

• Provide partners with these guidelines well in advance of the event

• Offer support or workshops to help partners create high-quality content

• Review and approve partner content to ensure alignment with BSAVA brand guidelines

• Create a content calendar to schedule and distribute partner videos and images

7. Evaluation

• Monitor engagement metrics for partner content

• Gather feedback from delegates on the effectiveness of partner previews

• Assess the impact on attendance and interaction at partner sessions and stands

• Use insights to refine guidelines for future events

Typography

Primary Headline Typeface: Decimal Extra Black Inter

Primary Headline Typeface: Inter

• Usage: Main font for body text, headings, and general communications

• Weights: Regular, Medium, Semi Bold, Bold, Black

• Application: Use across digital and print materials for consistency

Brand Colours

Primary Colours:

• The 8-Colour Wheel Explained - (((Tie into neurodivergent guideline)))

• The 12-Colour Wheel Explained - (((Tie into neurodivergent guideline)))

• Usage: Main brand colours for wordmark (Black), headers, and primary design elements. Explanation of the use of white.

• Application: Use these colours prominently in all brand materials

Colour Specifications:

Two colour values for each colour in the following formats:

• CMYK (for print)

• RGB (for digital)

• HEX (for web)

• Pantone (for colour matching)

Fonts

Primary Font: Inter

• Styles: Regular, Medium, Semi Bold, Bold, Black

• Usage Guidelines:

• Regular: Body text

• Medium: Subheadings, emphasis in body text

• Semi Bold: Secondary headings

• Bold: Primary headings, important information

• Black: Special emphasis, large display text

Typography Hierarchy

• Establish a clear hierarchy for headings (H1, H2, H3, etc.) using different sizes and weights of Inter

• Define standard font sizes for body text, captions, and other text elements.

• Specify line heights and letter spacing for optimal readability

Colour Usage

• Designate specific colour combinations for different applications (e.g., web, print, social media)

• Provide guidelines on colour usage for text to ensure readability (e.g., appropriate text colours for different background colours)

• Specify colour ratios for design layouts to maintain visual balance

Accessibility Considerations

• Ensure colour combinations meet accessibility standards for contrast

• Provide alternative colour palettes for colour-blind friendly designs

• Specify minimum font sizes for readability, especially for digital applications

Digital-Specific Guidelines

• Define web-safe fonts as fallbacks for Inter in digital applications

• Specify how typography and colours should be implemented in responsive designs

• Provide guidelines for font usage in email communications and social media posts

Print-Specific Guidelines

• Specify any adjustments needed for typography or colours in print applications.

• Provide guidance on paper stock selection to enhance colour representation

Logo Typography

• Provide specific guidelines for logo typography, including spacing, sizing, and colour usage

• Specify clear space requirements around the logo to maintain its integrity

Dos and Don'ts

• Provide examples of correct and incorrect usage of typography and colours

• Include visual examples to illustrate best practices and common mistakes to avoid

Applying these typography, colour, and font guidelines consistently is crucial for maintaining a strong and cohesive brand identity across all BSAVA communications and materials. Regular review and updates to these guidelines may be necessary to ensure they remain relevant and effective.

Our tone of voice is a crucial element of our brand identity. It reflects who we are, what we stand for, and how we communicate with our members, partners, and the wider veterinary community. This guideline ensures our communications consistently reflect our vision, mission, outcomes, and signs of achievement.

Core Principles:

1. Professional yet Approachable

2. Authoritative but not Patronising

3. Progressive and Forward-thinking

4. Inclusive and Collaborative

5. Ethical and Compassionate

6. Determined and Pragmatic

Alignment with Vision, Mission, and Outcomes:

Vision: ‘To Create A World Where The Veterinary Profession And Professionals Can Thrive.’

• Use language that inspires and motivates

• Emphasise growth, development, and success

• Paint a picture of a thriving, dynamic profession

Mission: ‘To pioneer a sustainable future for its members by innovating in education, content, and resources that are practical and valued by the pet-owning fraternity, encouraging partnerships, funding research, and advocating for the profession.’

• Highlight innovation and cutting-edge developments.

• Emphasise practicality and real-world application

• Stress the value we bring to both professionals and pet owners

Outcomes and Signs of Achievement:

The highest quality of small animal veterinary professional resources worldwide

• Use confident, assertive language when discussing our resources

• Emphasise global reach and impact

Trusted Representatives for the Veterinary Profession

• Adopt a tone that conveys reliability and trustworthiness

• Use language that demonstrates our deep understanding of the profession

Designed for the Future, we are shaping

• Employ forward-thinking, progressive language

• Discuss change and evolution positively

At the heart of a vibrant ecosystem

• Use inclusive, community-focused language

• Emphasise collaboration and interconnectedness

A major influence on this profession

• Adopt a tone of leadership and authority

• Use language that reflects our role in shaping the profession

The improved health & welfare of small animals

• Use compassionate, caring language when discussing animal welfare

• Emphasise the impact of our work on animal health

A happier, more fulfilled profession

• Use uplifting, positive language when discussing the profession

• Emphasise personal and professional growth

A Powerful Reputation

• Use language that reinforces our credibility and influence

• Emphasise our unique strengths and achievements

A hub for veterinary professional development globally

• Use language that emphasises continuous learning and development

• Stress our global reach and impact

The preferred professional membership association for small animal vets/nurses/others in the profession

• Use inclusive language that appeals to all roles in the profession

• Emphasise the benefits and value of BSAVA membership

Key Tone Characteristics:

• Confident: We speak with authority, backed by our expertise and experience. Example: "Our evidence-based approach ensures the highest standards of veterinary care."

• Empathetic: We understand the challenges faced by veterinary professionals. Example: "We recognize the demanding nature of your work and are here to support you every step of the way."

• Inspiring: We motivate our members to strive for excellence. Example: "Together, we're shaping a future where every veterinary professional can reach their full potential."

• Clear and Concise: We communicate complex information in an accessible manner. Example: "Our latest research findings, simplified: [followed by key points]"

• Inclusive: We speak to all members of the veterinary community. Example: "Whether you're a vet, a nurse, or support staff, BSAVA is your professional home."

• Forward-thinking: We emphasise innovation and progress. Example: "Embracing cutting-edge technology, we're revolutionizing veterinary education."

• Ethical: We always consider animals' welfare and the profession's integrity. Example: "Our guidelines ensure the highest animal care and professional conduct standards."

Our tone of voice should always reflect the Power of Association, emphasizing our collective strength and the value we bring to the veterinary profession. By consistently applying these guidelines, we reinforce our brand identity and effectively communicate our vision, mission, and achievements to our diverse audience.

In today's digital age, we must adopt a media business mindset to stay relevant, effectively engage our members, and maximise our impact. This guideline outlines the key principles and attitudes necessary to think and operate like a modern media business while leveraging our unique position as a veterinary association.

Thinking like a media business doesn't mean abandoning our core mission as a veterinary association. Instead, it's about adopting strategies and attitudes that allow us to share knowledge more effectively, engage our community, and drive the profession forward in the digital age.

By embracing this mindset, BSAVA can enhance its value proposition, increase member engagement, and strengthen its position as a leader in the veterinary field.

Content is King

• Prioritise high-quality, valuable content creation

• Develop a content strategy that aligns with member needs and interests

• Treat every piece of communication as potential content

Audience-First Mentality

• Deeply understand our audience segments and their needs

• Continuously gather and analyze member data and feedback

• Tailor content and experiences to different audience personas

Omni-media - Platform Agnostic

• Distribute content across multiple channels and platforms

• Adapt content for different formats (text, video, audio, interactive/web/web apps)

• Meet our audience where they are rather than expecting them to come to us

Always-On Engagement

• Move beyond event-based thinking to continuous engagement

• Create ongoing conversations and touchpoints with our community

• Develop a consistent publishing schedule across all channels

Data-Driven Decision Making

• Use analytics to inform content creation and distribution strategies

• Track engagement metrics and adjust tactics accordingly

• Embrace A/B testing and experimentation

Monetisation Mindset

• Explore diverse revenue streams beyond traditional membership fees

• Consider sponsored content, partnerships, and value-added services

• Balance member value with revenue generation opportunities

Brand as a Media Property

• Develop a strong, recognisable brand voice and identity

• Position BSAVA as a trusted source of veterinary information and insights

• Create sub-brands or series to cater to specific interests or segments

Embrace Technology and Innovation

• Stay abreast of emerging media technologies and trends

• Invest in digital tools and platforms that enhance content creation and distribution

• Explore AI and automation for personalised content experiences

Foster a Creative Culture

• Encourage creative thinking and idea generation across the organisation

• Create cross-functional teams that blend veterinary expertise with media skills

• Reward innovation and calculated risk-taking

Speed and Agility

• Develop processes for rapid content creation and distribution

• Be ready to respond quickly to industry news and trends

• Balance quality with timeliness in content production

Community Building

• Facilitate peer-to-peer connections and discussions

• Create opportunities for member-generated content

• Develop a sense of belonging and shared purpose among members

Measurement and ROI Focus

• Define clear KPIs for all media activities

• Regularly report on the impact and effectiveness of content

• Tie media efforts to overall organizational goals and outcomes

Storytelling Excellence

• Develop compelling narratives that resonate with our audience

• Use storytelling techniques to make complex veterinary topics accessible

• Highlight member success stories and case studies

Continuous Learning and Adaptation

• Stay informed about media industry trends and best practices

• Encourage team members to develop media and digital skills

• Be willing to pivot strategies based on performance and industry changes

Implementing the Media Business Mindset:

1. Leadership Buy-In: Ensure leadership understands and supports this shift in thinking.

2. Skills Development: Invest in training and potentially new hires to build necessary media skills.

3. Technology Investment: Allocate resources for essential media production and distribution tools.

4. Cross-functional collaboration: Create teams that blend veterinary and media expertise.

5. Metrics Dashboard: Develop a comprehensive dashboard to track media performance.

6. Content Audit: Regularly review and optimize our content portfolio.

7. Feedback Loop: Create mechanisms for continuous member feedback on our media efforts.

BSAVA's Core Philosophy

The Power of Association represents the collective strength, knowledge, and impact that BSAVA provides by bringing together all its services, resources, and expertise under one unified brand. It embodies our commitment to collaboration, shared learning, and advancing veterinary medicine.

Key Principles:

Collective Strength:

• We are stronger together than as individuals.

• Our combined expertise creates a powerful knowledge base for the veterinary community.

Unified Voice:

• BSAVA speaks as one authoritative entity for small animal veterinary professionals.

• Our collective voice amplifies our influence in shaping policies and practices.

Shared Resources:

• Members benefit from access to a comprehensive range of high-quality resources, education, and support.

• Knowledge sharing accelerates innovation and best practices.

Network Effect:

• The value of BSAVA membership increases as our community grows.

• Increased connections lead to more opportunities for collaboration and professional growth.

Continuous Learning:

• We foster an environment of lifelong learning and professional development.

• The diverse experiences of our members contribute to a rich learning ecosystem.

Applying the Power of Association:

Brand Communication:

• All communications should reflect the collective strength of BSAVA.

• Use inclusive language that emphasises community and collaboration.

Member Engagement:

• Create opportunities for members to contribute their expertise.

• Highlight success stories that demonstrate the benefits of association.

Service Development:

• Design services and resources that leverage our collective knowledge.

• Encourage member input in the development of new initiatives.

Partnerships:

• Seek collaborations that enhance our collective capabilities.

• Approach partnerships with a focus on mutual benefit and shared goals.

Advocacy:

• Use our collective voice to advocate for the profession and animal welfare.

• Engage members in shaping BSAVA's positions on key issues.

Events and Networking:

• Design events that facilitate knowledge sharing and relationship building.

• Create platforms for members to showcase their expertise and learn from peers.

Internal Application:

Cross-functional Collaboration:

• Encourage teams to work across traditional departmental boundaries.

• Share resources, knowledge, and skills across the organisation.

Unified Culture:

• Foster a sense of belonging to one team - BSAVA - rather than individual departments.

• Align all staff and volunteers towards common organisational objectives.

Holistic Decision-Making:

• Consider the broader organisational impact when making decisions.

• Encourage input from diverse perspectives within the organisation.

Measuring the Power of Association:

• Member Satisfaction and Engagement Metrics

• Collaboration and Partnership Outcomes

• Influence on Industry Standards and Policies

• Knowledge Sharing and Innovation Metrics

• Professional Development and Career Advancement of Members

The Power of Association is not just a tagline; it's the essence of who we are and how we operate. By fully embracing and leveraging this concept, BSAVA can maximize its impact, deliver unparalleled value to its members, and advance the veterinary profession. Remember, every action we take should reinforce and amplify the Power of Association, creating a stronger, more influential BSAVA to benefit all our members and the animals we serve.

BSAVA's brand and marketing activities are fundamentally driven by data (Performance Marketing Revenue Equation (PMRE).) This approach ensures that our efforts align with our brand values, are measurable and adaptable, and directly contribute to our organisational goals.

The Performance Marketing Revenue Equation (PMRE):

The PMRE is a comprehensive, data-driven approach that optimizes our marketing efforts and drives increased revenue. It consists of several key elements:

1. Brand Redesign: We apply proven principles to all marketing and communications activities to ensure market attention, drive traffic, and convert customers.

2. SEO and Data Intelligence: We use sophisticated SEO optimization techniques and UTM tracking standards to make high-quality, evidence-based decisions.

3. Persona Development: Through research and analysis, we understand our core target audiences' personas, enabling us to tailor our marketing messages and solutions to specific needs.

4. Value Proposition and Product Enhancement: We continuously refine our value propositions and product features to align with identified personas and address their pain points.

5. Creative Campaign Execution: We create targeted campaigns across various channels, leveraging insights from data tracking, keywords, and SEO techniques.

6. Media Buying and Placement: We implement precise media buying and placement strategies to reach the right audience at the right time.

7. Website and App Transformation: We are redesigning our digital touchpoints to enhance user experience and facilitate faster access to information.

8. Performance Tracking and Attribution: We use tools like Facebook Pixel and Google Analytics to gain valuable insights into our marketing initiatives' performance.

Implementing the PMRE:

1. Set Clear Objectives: Define specific, measurable goals for each marketing initiative.

2. Data Collection: Ensure robust systems are in place to collect relevant data across all touchpoints.

3. Analysis: Regularly analyze data to derive actionable insights.

4. Optimisation: Continuously refine strategies based on data-driven insights.

5. Testing: Implement A/B testing to optimize campaign elements.

6. Reporting: Create regular reports to track progress and inform stakeholders.

Ethical Considerations:

While leveraging data, we must always adhere to data protection regulations and ethical standards. We respect our members' privacy and use data responsibly to enhance their experience with BSAVA.

Develop a robust deep data strategy that enhances its ability to serve members, advance the veterinary profession, and achieve its strategic goals. Remember, the key is to align data initiatives closely with BSAVA's mission and the unique needs of the veterinary community.

Purpose

• Leverage data to drive BSAVA's mission of being the indispensable veterinary membership organization

• Enhance decision-making processes across all areas of operation

• Optimise member engagement, retention, and value delivery

Data Maturity Stages

Pre-Product Market Fit (PMF) Stage

• Focus on high-level signals related to key goals (e.g., active members, CPD engagement)

• Utilise simple tracking methods within existing systems

• Employ manual data pulls and fundamental analysis tools (e.g., SQL, Excel)

Post-PMF and Scaling Stage

• Implement a comprehensive data stack for end-to-end visibility

• Track member acquisition, engagement, retention, and lifetime value

• Develop scalable data processes to support growth

Signs to Upgrade Data Capabilities

• Increasing time spent on manual data tasks

• Growing complexity and volume of member and product data

• Difficulty in producing meaningful insights with existing setup

• Inconsistencies in data across different tools and reports

Essential Data Infrastructure

Data Pipeline Components

• Centralised data warehouse or lakehouse

• ETL (Extract, Transform, Load) processes

• Data modelling based on BSAVA's unique business logic

• Automated dashboards and reporting tools

• Advanced analytics capabilities (e.g., predictive modelling, AI)

Key Considerations

• Data privacy and security, especially for sensitive veterinary information

• Scalability to accommodate BSAVA's growth

• Integration with existing veterinary-specific systems

Data Team Structure

Initial Hire: Analytics Lead/Director of Data

• Strong business acumen and technical understanding

• Ability to align data strategy with BSAVA's mission and goals

Core Team Roles

• Data Engineer: Builds and manages data pipeline

• Data Analyst: Performs deep-dive analysis for growth insight

• Analytics Engineer (optional): Focuses on data modeling

• Data Architect (initial phase): Designs optimal infrastructure

Future Considerations

• Data Scientist / ML Engineer: For advanced analytics and AI applications in veterinary contexts

Essential Skills and Traits

Technical Skills

• SQL proficiency

• Python for data engineering and analysis

• Data architecture and modern data stack knowledge

Business Skills

• Strong alignment with BSAVA's mission and the veterinary industry

• Critical analytical thinking and problem-solving

• Effective communication of insights to diverse audiences

• Project management in a membership organization context

• Statistical knowledge, particularly for CPD effectiveness analysis

Personal Traits

• Attention to detail for data accuracy

• Commitment to ongoing learning in data and veterinary fields

• Adaptability to the evolving veterinary industry needs

Talent Acquisition Strategies

• Highlight BSAVA's mission and data's impact on the veterinary profession in job descriptions

• Consider talent from similar professional membership organizations

• Implement a structured hiring process with relevant technical and analytical assessments

Budget Considerations

• Allocate competitive salaries based on London market rates (adjust as needed)

• Factor in costs for data tools and infrastructure

External Resources

Consider freelancers or agencies for:

• Temporary support during funding or hiring transitions

• Fast-tracking data stack setup

• Developing proof-of-concept data products for BSAVA members

• Supporting high-ROI data projects

Implementation Approach

• Start with business goals and work backwards to data requirements

• Focus on quick wins that deliver immediate value to BSAVA and its members

• Gradually build out comprehensive data capabilities

• Ensure the data team deeply understands BSAVA's unique needs and veterinary industry context

Key Performance Indicators (KPIs)

• Align data KPIs with BSAVA's strategic objectives

• Monitor member acquisition cost, engagement rates, and lifetime value

• Track CPD effectiveness and impact on veterinary practice

• Measure data-driven improvements in operational efficiency

Ethical Considerations

• Ensure compliance with data protection regulations

• Maintain the highest standards of data privacy for BSAVA members

• Use data ethically to benefit the veterinary profession and animal welfare

Thriving in the Digital Age

BSAVA Culture Code embodies the values and contexts of a modern digital media business thriving through the Power of Association: Our Culture Code defines who we are, how we work, and what we stand for as a modern, digital-first veterinary association. It's the blueprint for our organisational behaviour, decision-making, and internal and external interactions. This code embodies our commitment to the Power of Association in the digital era.

The Culture Code is not just a set of rules but a living embodiment of our values and aspirations. It's how we bring the Power of Association to life in the digital age, creating a dynamic, innovative, and collaborative environment that drives our success and propels the veterinary profession forward.

By embracing this Culture Code, we position BSAVA as a forward-thinking, digitally-savvy organisation that leverages the collective power of its community to lead the veterinary profession into the future.

A Starting Set Of Values

• We aim for excellence in everything we do.

• We are accountable and trustworthy.

• We are rigorous and evidence-led.

• We nurture and support our communities.

• We strive to be bold and innovative.

Sitting behind these are sentences (below) that capture the essence of each additional value in the context of BSAVA's mission as a veterinary association that has emerged over time.

• Brand: We cultivate a strong, recognisable identity that reflects our commitment to excellence in veterinary care.

• Voice: We speak with authority and clarity on behalf of small animal veterinary professionals.

• Community: We foster a supportive network of professionals dedicated to animal health and welfare.

• Digital: We embrace technology to enhance learning, communication, and veterinary practice.

• Knowledge: We are committed to creating, curating, and sharing the highest quality veterinary knowledge.

• Partnership: We collaborate with stakeholders to advance the veterinary profession and improve animal care.

• Independence: We maintain impartiality in our decisions and recommendations to uphold professional integrity.

• Global: We extend our reach and impact beyond national borders to support veterinary professionals worldwide.

• Determination: We persistently pursue advancements in veterinary medicine and professional development.

• Sustainability: We promote practices that ensure the long-term viability of our profession and the environment.

Emerging Principles:

Embrace Digital Innovation

• We are tech-savvy and data-driven

• We continuously explore and adopt new digital tools and platforms

• We use technology to enhance, not replace, human connection

Foster Collaborative Intelligence

• We believe in the power of collective knowledge

• We actively seek diverse perspectives and encourage idea-sharing

• We break down silos and promote cross-functional collaboration

Cultivate Agility and Adaptability

• We are responsive to change and embrace flexibility

• We encourage experimentation and learn from both successes and failures

• We prioritise speed and efficiency without compromising quality

Champion Continuous Learning

• We are committed to lifelong learning and professional development

• We share knowledge freely and mentor each other

• We stay curious and open-minded

Practice Radical Transparency

• We communicate openly and honestly

• We share information proactively and make data accessible

• We encourage constructive feedback at all levels

Prioritise User-Centric Design

• We put our members' needs at the centre of everything we do

• We regularly seek and act on user feedback

• We design intuitive, accessible digital experiences

Uphold Ethical Standards

• We maintain the highest standards of professional integrity

• We respect data privacy and security

• We consider the ethical implications of our digital initiatives

Embrace Diversity and Inclusion

• We celebrate diversity in all its forms

• We create an inclusive environment where everyone feels valued

• We leverage diverse perspectives to drive innovation

Foster a Culture of Well-being

• We promote work-life balance and flexible working

• We prioritise mental health and stress management

• We create a supportive, positive work environment

Drive Sustainable Practices

• We consider the environmental impact of our digital operations

• We promote sustainable practices in veterinary medicine

• We balance short-term gains with long-term sustainability

Encourage Entrepreneurial Spirit

• We empower our team to take the initiative and ownership

• We value creative problem-solving and innovative thinking

• We support calculated risk-taking

Leverage the Power of Community

• We actively build and nurture our professional community

• We facilitate meaningful connections among our members

• We harness collective action to drive positive change in the profession

Measure What Matters

• We set clear, measurable goals aligned with our mission

• We use data analytics to inform our decisions

• We celebrate achievements and learn from setbacks

Living the Culture Code:

1. Lead by Example: Leadership embodies these principles in daily actions and decisions.

2. Onboarding: New team members are introduced to the Culture Code during orientation.

3. Regular Reinforcement: We discuss and reflect on the Culture Code in team meetings and performance reviews.

4. Recognition: We celebrate individuals and teams who exemplify the Culture Code.

5. Continuous Evolution: We regularly review and update the Culture Code to ensure it remains relevant in our rapidly changing digital landscape.

6. Open Dialogue: We encourage ongoing discussion about living up to our Culture Code.

The GPOP serves as BSAVA's strategic conscience, ensuring all activities align with our vision and goals. Its effective use supports cohesive, intentional organisational progress. GPOP™ is a dedicated and specialised platform that maintains BSAVA's strategic frameworks and holds all the critical relationships, ensuring alignment between vision, strategy, and execution.

Key Functions:

• Framework Storage: The platform houses Vision, Outcomes, Achievements, and other strategic elements

• Relationship Mapping: Shows connections between strategic components

• Change Impact Assessment: Helps evaluate the effects of changes on overall strategy

Use and Applications:

1. Strategic Reference:

• Access current strategic framework content

• Understand the context and rationale behind strategic decisions

2. Alignment Checks:

• Verify new projects and initiatives against strategic goals

• Ensure ongoing activities remain true to the organisational vision

3. Change Management:

• Assess the impact of proposed changes on the overall strategy

• Guide decision-making when adjustments are needed

4. Progress Tracking:

• Monitor achievement of strategic milestones

• Conduct periodic assessments of strategic integrity/maturity

5. Communication Tool:

• Share updates on significant strategic developments

• Provide context for strategic decisions across the organisation

User/Wizard Responsibilities:

• Regular consultation for guidance and context

• Flag potential changes impacting strategic content

• Share updates on significant milestones

• Engage with assessments to evaluate progress

Maintenance:

• The dedicated team manages platform content

• Users can suggest updates or changes for review

PR and Reputation Management Guideline

Leveraging PR as a powerful tool within its omni-media strategy. This approach will help enhance the organisation's reputation, support member engagement, and effectively navigate opportunities and challenges in the veterinary landscape. PR will be crucial in communicating BSAVA's value proposition and reinforcing its position as the leading authority in small animal veterinary care.

Purpose

• Enhance BSAVA's reputation as the leading authority in small animal veterinary care.

• Support member retention and acquisition by highlighting membership benefits

• Integrate PR into all strategic communication plans for internal and external stakeholders.

• Navigate and address immediate challenges, such as the CMA investigation

Core Brand Truths

Quality (IQ)

• Emphasise BSAVA's role as the best resource for the small animal veterinary profession

• Highlight the wealth of information, research, and network support available.

Belief (EQ)

• Communicate BSAVA's understanding of professional challenges

• Reinforce BSAVA as a supportive professional "family"

Purpose (SQ)

• Emphasise the importance of pets in people's lives

• Showcase members' expertise, passion, and humility in animal care

PR Strategy Development

Engagement and Exploration

• Conduct stakeholder meetings and audit current plans and assets

• Develop a crisis and issues management plan, prioritising the CMA investigation

Strategy and Narrative Definition

• Co-create optimal PR strategy aligned with BSAVA's goals

• Develop key narratives and story matrices for all communication channels

Insight-Led Communication Planning

• Create an integrated PR plan based on audit findings and develop a strategy

Crisis and Issues Management

E.G: CMA Investigation Response

• Develop a specific communication strategy for addressing the investigation

• Prepare key messages and Q&As for various stakeholders

Media Training

• Conduct media training sessions for key spokespersons

• Develop guidelines for media interactions during crises

Stakeholder Engagement

Internal Communications

• Develop strategies to keep BSAVA staff and volunteers informed and aligned

• Create internal communication channels for consistent messaging

Member Communications

• Develop targeted communication strategies for different member segments

• Highlight membership benefits through various PR initiatives

External Stakeholder Engagement

• Identify and prioritise key external stakeholders (e.g., pet owners, industry partners)

• Develop tailored engagement strategies for each stakeholder group

Media Relations

Press Office Establishment

• Set up a proactive press office to manage media inquiries

• Develop a media database of relevant journalists and outlets

Proactive Media Outreach

• Create a calendar of planned PR activities and potential news hooks

• Develop and distribute press releases, feature articles, and expert commentary

Thought Leadership

Expert Positioning

• Identify and promote BSAVA experts in various veterinary specialties

• Secure speaking opportunities at industry events and conferences

Content Creation

• Develop a content calendar for thought leadership pieces

• Create and distribute whitepapers, research reports, and opinion articles

Digital PR and Social Media

Online Reputation Management

• Monitor and manage BSAVA's online reputation across various platforms

• Develop strategies for addressing negative online sentiment

Social Media Integration

• Align social media content with overall PR strategy

• Leverage social platforms for real-time communication during crises

9. Measurement and Evaluation

KPI Definition

• Establish clear, measurable PR objectives aligned with BSAVA's goals

• Define KPIs for reputation, member engagement, and crisis management

Reporting

• Implement regular reporting on PR activities and their impact

• Use insights to continuously refine PR strategy

Integration with Other Marketing Channels

Collaborative Planning

• Ensure PR strategy aligns with and supports other marketing initiatives

• Develop integrated campaigns that leverage PR alongside other channels

Consistent Messaging

• Ensure consistent messaging across all marketing and communication channel

• Use PR to amplify and reinforce key messages from other marketing efforts

Continuous Improvement

Regular Strategy Reviews

• Conduct periodic reviews of PR strategy effectiveness

• Adjust approach based on changing organisational needs and external factors

Professional Development

• Ensure the PR team stays updated on industry trends and best practices

• Provide ongoing training opportunities for staff involved in PR activities

Creating a data-driven, user-centric web experience enhances member value, drives engagement, and supports the organisation's strategic objectives. This transformation will position BSAVA as a digital leader in the veterinary field, providing an indispensable online resource for small animal veterinary professionals.

The Purpose

• Create a unified, user-centric digital experience across all BSAVA web properties.

• Enhance member engagement and value delivery

• Optimize revenue generation opportunities

• Establish BSAVA as the indispensable digital hub for small animal veterinary professionals.

Audience-Centric Approach

User Segmentation

• Define key user personas (e.g., new graduates, experienced practitioners, specialists)

• Map user journeys for each persona across BSAVA digital touchpoints

Personalisation

• Implement data-driven content recommendations

• Tailor user experiences based on member status, interests, and behaviour

Accessibility

• Ensure compliance with WCAG 2.1 guidelines

• Optimise for various devices and connection speeds

Data-Driven Design and Development

Analytics Integration

- Implement a data layer on BSAVA web property

- Set up event tracking for key user interactions

A/B Testing

• Establish a culture of continuous improvement through systematic testing

• Prioritise tests based on potential impact on key performance indicators

Performance Metrics

• Define and track core web vitals

• Regularly audit and optimise site speed and performance

Content Strategy

Information Architecture

• Develop a clear, intuitive site structure

• Implement effective search and navigation tools

Content Personalisation

• Deliver targeted content based on user data and behaviour

• Implement dynamic content modules on key pages

SEO Optimisation

• Implementing an SEO strategy aligned with BSAVA's key focus areas

• Implement technical SEO best practices across all web properties

Functionality Enhancements

Membership Management

• Streamline the joining and renewal processes

• Implement a user-friendly member dashboard

E-commerce Integration

• Optimise the online store for easy product discovery and purchase

• Implement upsell and cross-sell features based on user data

Event Management

• Create an intuitive event registration and management system

• Implement virtual event capabilities

Learning Management System

• Develop a robust platform for online CPD delivery

• Implement progress tracking and certification features

Community Engagement

Discussion Forums

• Implement moderated, topic-based discussion forums

• Integrate forums with other BSAVA digital properties

User-Generated Content

• Develop platforms for members to share case studies and best practices

• Implement a content moderation system

Networking Features

• Create a member directory with privacy controls

• Implement direct messaging capabilities

Mobile Optimisation

Responsive Design

• Ensure all web properties are fully responsive

• Optimise user experience for touch interfaces

Mobile App Development

• Assess the need for a dedicated BSAVA mobile app

• If needed, develop an app that complements web functionality

Integration and Interoperability

CRM Integration

• Ensure seamless data flow between web properties and CRM system

• Implement single sign-on across all BSAVA digital properties

Third-Party Integrations

• Identify and implement key integrations (e.g., payment gateways, webinar platforms)

• Ensure data consistency across all integrated systems

Data Security and Privacy

Data Protection

• Implement robust data protection measures

• Ensure compliance with relevant data protection regulations

Privacy Controls

• Provide clear, user-friendly privacy settings for members

• Implement consent management for data collection and usage

Continuous Improvement

User Feedback

• Implement mechanisms for ongoing user feedback collection

• Regularly conduct user surveys and usability testing

Performance Monitoring

• Set up dashboards for real-time monitoring of key metrics

• Conduct regular performance reviews and optimisation sprints

Implementation Plan

Phased Approach

• Prioritise improvements based on impact and complexity

• Develop a roadmap for the phased implementation of new features

Agile Methodology

• Adopt an agile development approach for flexibility and rapid iteration

• Conduct regular sprint reviews and retrospectives

Training and Support

Staff Training

• Provide comprehensive training for BSAVA staff on new systems and processes

• Develop documentation and knowledge base for ongoing reference

Member Support

• Establish a dedicated support system for members navigating the new digital ecosystem

• Create intuitive help resources and FAQs