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A Brand Is More Than Just A Name

Steve Brown
BY Steve Brown | February 24, 2016


Proffer-Website-Mockup.jpgProffer Surgical Associates is an esteemed plastic and reconstructive surgery center in Amarillo, Texas.

While well-known in the Texas Panhandle, Proffer lacked a strong, consistent brand image and voice. Its marketing materials and website were out of tune with each other, and did not effectively communicate Proffer’s message.

In addition to redesigning its website, ROI Online has helped create a highly recognized brand, instilled loyalty and incited engagement in Proffers’ patients.

 

The Strategy & Approach

The goal was to transform Proffer Surgical Associates into a powerhouse brand that reached the entire Texas Panhandle and beyond. Proffer wanted to maintain its professional, exclusive image, yet come across as more accessible and inviting. Proffer is a respected name, but the imagery on their previous website and marketing materials could potentially deter people who wanted to look like themselves, not a sexy magazine ad.

To achieve this goal, we built an interactive, visually pleasing website in HubSpot that appealed to everyone. Proffer comes across as professional and reputable, yet friendly and helpful. We highlighted real patients and genuine testimonials on the homepage of the website, which we acquired from in-depth buyer persona interviews during the initial stages of the project.

Proffer-Spa-MenuMockUp.jpgWe designed a number of print marketing materials, including business cards, spa menus, product specials, event invitations and posters, all of which carry a homogenous brand image. Additionally, we have created several online marketing materials, including infographics, surgery checklists, product spotlights and more.

We revamped the logos of Proffer Surgical Associates, The Spa at Proffer Surgical, and Proffer’s proactive nutrition and fitness program, Matrix Age Management, so they all coalesce with the Proffer brand.

We launched several inbound marketing campaigns. The strategy behind our campaigns is to target Proffer’s buyer personas and create content that directly speaks to them. One of our most successful campaigns was the Proffer Summer Giveaway. We garnered approximately 1,300 leads from the Facebook campaign, in which Proffer’s Spa partnered with a local restaurant and boutique to give away $900 worth of prizes. We then used these contacts for a secondary spa campaign, which allowed us to create separate workflows based on what the contacts were interested (i.e. massages, facials, Botox, etc.)

We also post two original blogs a week, publish to social media regularly and track analytics.

 

The Results

Patrickquote3_1.jpg2014 saw a cumulative total of 4,634 visits. By the end of 2015, Proffer had earned a total yield of 18,140 visits, a 290 percent growth in website visits.

In 2015, Proffer incurred 1,894 leads, averaging 152 leads per month.

The Summer Giveaway Campaign converted 19.4 percent of visitors into leads. The landing page assisted 78 percent of leads in 2015.

Social media accounted for approximately 24 percent of all website traffic; 13.7 percent of that traffic converted into leads. Facebook had a 3.05 percent CTR ro Proffer’s website in 2015.

The blog made up 23 percent of website traffic in 2015.

By partnering with ROI Online, Proffer has experienced significant growth. It has amassed a larger, more active online following, increased profits and enhanced its value of services to its patients in addition to reaching new audiences.

 

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The Spa at Proffer Surgical Main Menu

 

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12 Days of Christmas Flyer and Social Media Campaign Graphics

 

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The Spa at Proffer Surgical Holiday Specials Coupons

 

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The Spa at Proffer Surgical Mother's Day Spa Packages Flyer

 

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Proffer Surgical Associates "Night Out with the Chamber" Invitation

 

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Proffer Surgical Associates Fall Expo Invitation

 

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Proffer Surgical Associates and Spa Appointment Cards

 

 

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Proffer Surgical Associates Business Cards

 

 

Pre_Breast_Implant_Checklist-01_1.jpgPre-Breast Implant Checklist — Free Downloadable Offer

 

 

Topics: Branding, Social Media, Web Design

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