Skyway Animal Hospital · Est. 1961
Quarterly Partnership Review
Q2 2026 Review
& Q3 Marketing Plan
A look at what we built together this spring — and where we're taking
Skyway from May through July.
Section One
Q2 At a Glance
On March 16, 2026, Skyway's new website went live with full analytics,
SEO, and Smart Paws tracking wired up end-to-end. Here's what the first 38 days
have looked like.
24
Smart Paws contacts captured
(first 2 weeks)
9
New patients identified
via the website
8
Automations running
(0 errors · 100% uptime)
~382
Google reviews
(4.7 stars)
17
Appointment requests
in weeks 1–2
6
Forms live on the site
(all measured)
176
WordPress redirects
preserved cleanly
53
Blog articles live
(1 new in April)
What this means
Skyway is now measurable. Every call, form submission, and booking that
happens through the site is tracked, attributed, and feeding back into
Smart Paws. We finally have the instrument panel. Q3 is about flying with it.
What shipped since launch
Site & content
- New website on Vercel, migrated cleanly from the old WordPress
- 17 pages with structured data (so Google shows rich results)
- Homepage now features your latest 3 blog articles
- Spring 2026 team refresh — 11 new headshots, group photos in downtown St. Pete, and the team page rebuilt to frame every staff photo perfectly on every phone
- Dental page visibility fixed in Google
- Blog cadence restarted — 1 live April 20, 3 scheduled through May 11
Automations & CRM
- Contact form → you get notified, client gets a confirmation email
- Appointment request → saved to Smart Paws + confirmation sent
- Testimonial → thank-you email invites them to leave a Google review
- Career application → you get details, applicant gets next steps
- Abandoned booking → automatic follow-up if someone doesn't finish
- Weekly + monthly performance reports delivered to your inbox
- Every Monday 6 AM, scheduled blog posts publish themselves
Section Two
The Q3 Plan in One Page
Our Thesis
Q2 was "build the machine." Q3 is "feed the machine."
The website, CRM, automations, and content pipeline are all live and stable.
Summer in Florida is peak vet-marketing season — and Skyway is finally set
up to make the most of it.
Why summer is Skyway's moment
- Heartworm & mosquitoes — prevention is top-of-mind for every Florida pet owner
- Hurricane season (Jun 1) — pet disaster prep is content no competitor is investing in
- Snowbirds leave — year-round residents are looking for their permanent vet
- Pool, boat & beach — injuries, algae blooms, and Bufo toads drive urgent questions
- Fireworks + storms — Memorial Day and July 4 create anxiety-management conversations
Our eight Q3 priorities, ranked
1
Launch Google Ads — target May 5
Dedicated landing pages are built, call tracking is wired. Unblock the decision and we can be live in 10 days. Details on page 5.
2
Turn on automated post-visit review asks
The Smart Paws workflow exists — we just need to connect it to visit-completion. 430 Google reviews by end of June is still within reach.
3
Publish 6–8 summer-focused blog posts
Two per month, already scheduled on the automated-publish pipeline. Full list on page 4.
4
Hurricane preparedness campaign (Jun 1–20)
Dedicated landing page + email series + Google Business posts. The same content keeps working for 3+ months.
5
Google Business Profile cadence — 2 posts / week
Active GBPs get rewarded with local-pack placement. Currently untapped.
6
Directory hours cleanup sweep
One-time audit across Google, Yelp, Bing, Apple Maps, Nextdoor. Pays dividends for local SEO.
7
Half-day video shoot at the clinic
Clinic walkthrough + 3 doctor interviews + exterior b-roll. Feeds social, ads, and the homepage. Ideally before June.
8
Community events & grassroots marketing
Low budget, high goodwill. Our recommendations on pages 6–7.
Section Three
Q3 Blog Plan — May through July
Twelve articles, two per month minimum, timed to seasonal moments Florida pet owners
are already searching for. Each post is drafted by thinkBOLD, reviewed by you, then
published automatically every Monday at 6 AM by our auto-publish system.
| Publish |
Article Title |
Category |
| Mon May 18 |
Blue-Green Algae & Florida Pets: What Every Owner Should Know |
Seasonal Safety |
| Mon May 25 |
Chip Your Pet Month: Why a Microchip Saved My Dog's Life |
Pet Health |
| Mon Jun 1 |
The Florida Pet Hurricane Prep Kit: What to Pack, Where to Go |
Seasonal Safety |
| Mon Jun 8 |
Heatstroke in Dogs: 6 Signs You Have 10 Minutes to Act |
Pet Health |
| Mon Jun 15 |
Pet Insurance 101: Is It Worth It for Florida Pet Owners? |
Pet Health |
| Mon Jun 22 |
Indoor Cats Need Vet Visits Too: What a Wellness Exam Catches Early |
Cat Care |
| Mon Jun 29 |
Pool, Boat & Beach Safety for Dogs in Pinellas County |
Seasonal Safety |
| Mon Jul 6 |
Fireworks & Your Pet: Last-Minute Calming Options That Actually Work |
Pet Health |
| Mon Jul 13 |
Is Your Dog Overweight? The 30-Second Body Condition Check |
Pet Health |
| Mon Jul 20 |
Summer Travel with Pets: What You Need Before You Fly, Drive, or Board |
Pet Health |
| Mon Jul 27 |
Exotic Pets at Skyway: What We See, What We Treat, What Makes Us Different |
Differentiator |
| Flex |
Reserved for a news hook, staff spotlight, or your pick |
Your Call |
Why this list, not someone else's
Every post here fills a specific gap in Skyway's existing 53-article library
— we checked. Nothing duplicates a post already live. Every topic also
maps to what Florida pet owners are actually searching for in May, June, and July.
Section Four
Google Ads — The Kickoff Plan
The landing pages are built. The tracking number is live. We've been ready
since mid-March. Here's exactly what happens the moment you greenlight this.
Phase 1 · May–Jun
Build the Data
$1,000 / mo · Maximize Clicks · Goal: 30–50 conversions so Google has learning signal.
Phase 2 · July+
Optimize for Leads
$1,000 / mo · Maximize Conversions · Target CPL under $80, scale when we hit it.
Phase 3 · Scale
Grow on Proof
Budget expands only on proven ROI. Add brand defense + competitor targeting.
What we'll build
| Campaign | Focus | Daily Budget |
|---|
| Local Intent (primary) | "vet near me," "animal hospital," "veterinarian st pete" | $20 |
| Service-Specific | "dental cleaning," "wellness exam," "spay neuter" | $10 |
| Brand Defense | "skyway animal hospital" | $3 |
What you can expect
| Metric |
Phase 1 (months 1–2) |
Phase 2 (month 3+) |
| People clicking your ads / month | 130–200 | 200–300 |
| New client inquiries / month | 12–25 | 20–40 |
| Cost per new lead | $40–80 | $30–60 |
| Lifetime value per new client | ~$809 | ~$809 |
| Return on every $1 spent | $8–10+ | $12+ |
Your competitive advantage
Most vet clinics advertising on Google in Pinellas County are in central
and north St. Pete. That means fewer competitors bidding for pet owners
searching in south St. Pete, Gulfport, and downtown — your backyard. Your
ad dollars go further here.
Section Five
Community, Events & Goodwill
Some of Skyway's best marketing happens away from a screen. Here are our
top ideas for the next 90 days — grouped by how much lift they take.
Events worth showing up at
- Gulfport First Friday Art Walk — hyperlocal, walkable, a staff vet at a sidewalk table answering questions
- St. Pete Saturday Morning Market — booth with treats and a "ask-a-vet-tech" table
- Woofstock St. Pete (May) — pet-specific crowd, easy giveaways
- Pride St. Pete (Jun 27–28) — Skyway is in the geographic center of this
- Dog park "pup-up clinic" — free nail trim Saturday at Fossil Park or Lake Vista
Events to host at the clinic
- 65th Anniversary Open House — "Skyway has been in St. Pete since 1961. Come celebrate 65 years with us." Press, free chip day, raffle.
- Hurricane Prep Saturday (early June) — hand out disaster-kit checklists, co-host with a local pet store
- Kitten Shower — partner with Pet Pal; "adopt here, first wellness visit free"
- Summer Smile Clinic — dental promo day
- Back-to-School Anxiety Workshop — 30 min Q&A with Dr. Jones
Our recommendation: pick two to commit to
Gulfport First Friday in June (cheapest, most hyperlocal)
and the 65th Anniversary Open House in June (biggest PR
upside, content-capture gold). Everything else is bonus.
Grassroots plays the front desk can run
- "Patient of the Week" — one phone photo of a willing client's pet per week, one sentence. We package the template, you take the photo.
- Handwritten thank-you notes — 10 a week to new patients. ~$5/wk. Nobody does this.
- Review of the Month — frame one Google review per month in the lobby. Social proof for every walk-in.
- Nextdoor watch — someone at the front desk replies weekly to "looking for a vet" posts in 33701, 33705, 33707, 33711, 33712.
- 3 local partnerships — a groomer, a kennel, a trainer. Coffee with each. Hand them cards, they hand yours out.
- Pet Pal adoption loop — first-wellness-at-cost for Pet Pal adopters. Win-win.
- Realtor gift program — $20 Skyway gift card in new-homeowner welcome baskets.
- School career day — Dr. Jones or Dr. Dalene 45 minutes at a SW St. Pete elementary school = family-for-life marketing.
Section Six
Decisions We'd Love From You
A handful of quick yeses unlock the next 90 days. None of them require
homework — every option below is ready to execute today.
Ads Google Ads launch
- Approve the $1,000 / month starting budget
- Confirm the ad-dedicated tracking number stays (727) 220-2330
- Approve the ad copy voice ("Trusted St. Pete vet since 1961...")
- Confirm daytime phone coverage — who answers a 2 PM call from an ad?
- Lock launch date — we propose Monday, May 5
Content Q3 blog plan
- Approve the 11-article plan as-is, or flag topics to swap
- Pick a topic for the flex slot (or let us default to a staff spotlight)
- Share bios for Emily Davis and Meena Snyder so we can remove the "Bio Coming Soon" badge
Practice Operations & events
- Turn on automated post-visit review asks (us) — target May 1
- Pick the June event(s) — Gulfport First Friday, Anniversary Open House, or both
- Schedule a half-day video shoot — we recommend late May or early June
Internal Anything else on your mind
- New services, team changes, or renovations we should know about
- Which side of the practice is busiest vs. has capacity
- Any client feedback on the new site or team refresh — positive or otherwise
Thank you, Krista.
These first 90 days moved faster than most agency launches ever do because
you made decisions quickly and trusted the plan. Let's make the next 90
the quarter we see this infrastructure pay off.
Questions? Reply-all to any report email, or text me anytime.
Corey Dierdorff · thinkBOLD Solutions · corey@thinkbold.solutions