Case Study: Rebrand and Cross-Channel Marketing Delivers for Client
When you have been in business for generations, sometimes your marketing evolves from getting name recognition to creating a namesake. That is exactly what Kinetic did for Brewer Dental Center in a rebranding, communications strategy and cross-channel marketing campaign.
The Brewer Dental Center (BDC) practice has been in Billings for generations and as such, is one of the most well-known in the community. BDC wasn’t looking to increase name recognition or to generally market its presence, rather, BDC leaders recognized what they needed to do was change the way people felt about the practice.
BDC reached out to Kinetic to assist with a brand refresh and messaging campaign. Our team began by working to understand current perceptions about the practice and the different needs of its audiences. We then developed and executed the strategic messaging of the “Just for You” campaign, which specifically targeted those people who harbor a tangible fear of going to the dentist as well as identified a variety of other key barriers that would-be patients were facing, such as convenience and the need for financing options. We addressed them head-on.
We provided BDC with a comprehensive rebrand while retaining the brand equity and an integrated cross-channel marketing campaign, which involved managing the refreshed brand’s exposure across social media, mobile apps, automated email, mailers and billboards. We also provided video, custom photography and designed a new, upleveled website that reinforced the new messaging while focusing on user experience and SEO capabilities.
Rebranding and tightening up messaging and creative can make a world of difference. If you would like to download this case study click here.