2007 Case Study

The Parker Center:
a Plastic Surgery Center, Day Spa, and Physical Fitness Facility

Services Rendered:
Marketing Strategy • Marketing Materials • Media Buys

Client Description:
Integrated Surgery / Spa / Wellness Center

Goal:
Integrate business models into a coherent marketing campaign maximizing available resources to achieve increased marketing opportunities

Strategy:
• Analyze the marketplace. Identify the core client demographic. Analyze all media opportunities and create a cohesive marketing plan. We reached the conclusion that the centers draws clientele from a 10-mile square radius based on patient/client records. The core demographic of clientele is primarily (not exclusively) women, middle to upper class with a minimum salary of 60k.

• Analyze existing effort. We found no coherent strategy or branding. They were advertising
in New Jersey monthly (total circulation is over 100k – but that number is diluted through
the entire state, with approximately 6500 circulation in the county of which their
business resides).

• Create a marketing plan, and research publications. Researched media outlets that were more highly targeted for identified demographic.

What we did:
• Created branding conventions in the form of creative visual ads, which articulated their value added proposition.

• For approximately the same marketing dollars, we identified several media outlets that targeted their core demographic.

• Vehicles included: publications which targeted 140,000 homes within their county, highly targeting the identified 10-mile square radius. Other creative & strategic vehicles were also used.

Results:
• In the first 4 months of 2006, qualified sales inquiries & leads increased 4,800%.