Project Description

A medical spa was looking to update its brand identity and use digital marketing to fuel growth. (Marketing had historically been non-digital, including a promotion-intensive approach to winning new clients.)

In establishing the new strategy, concept iteration was used to confirm the brand positioning and identity. The consumer decision journey was mapped with touchpoints realigned (i.e., pre-purchase, purchase, and post-purchase.) Digital marketing was launched, along with enhanced keyword research, SEO, paid search, and marketing analytics.

Challenge

  • Services enterprise looking to improve marketing efficiency and effectiveness, as it seeks aggressive expansion (double in size through acquisition and organic growth)
  • Historical reliance on traditional media (local print, events) and ineffective digital, with unclear ROI
  • Pending website launch and limited familiarity with digital marketing and core components

Action

  • Digital marketing audit to assess digital assets and capabilities
  • Business drivers analysis (most profitable service lines, by location)
  • Keyword research to understand and align with business drivers
  • Digital marketing strategy and plan development across eight digital components: Digital hub, SEO on-page, SEO off-page, PPC/AdWords, Social Media/Blogging, Email marketing; Local Search; Tracking & Conversion
  • Launch and execution (monthly SEO, PPC, tracking and performance)

Result

  • Fully integrated digital marketing strategy and plan (new website, SEO, PPC, Google Analytics automated reporting, etc.)
  • Improved organic search engine ranking; 3x efficiency gains in paid search (Google AdWords)
  • Above plan performance on sales, profits, and customer value

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