On September 6, 2017: “My business was insane this summer. I officially have a wait-list practice. We are booking new patients into the next week now. It’s amazing. I actually need less new patients, since I have more regular patients coming back consistently. And that’s a totally new concept for me.” ~Dr. Goldi
Dr. Goldi Jacques-Maynes was practicing in Watsonville, California when she decided she needed to change her office location. Realizing the patient-base she was looking for could be found in neighboring Aptos, California, she began her search for the right office space. Once she found the space, she realized she wanted to update her brand to reflect her new location.
A new location meant patients with new values, new issues, and a lack of awareness about Golden Chiropractic. Dr. Goldi wanted a new logo to reflect her new business approach, and she knew she’d need to develop new sales materials, as well as an outreach plan. It was almost like starting over, and she was ready for it. So was Dawn Weathersbee Marketing.
“Without Dawn, there’s no way I’d be clear in my message or professional in my presentation…I really feel like the brand guide created the website…it makes the logo clear, and I know how to stay focused when I need to make something or hand it off to someone else.” ~Dr. Goldi
Golden Chiropractic’s Big Leap of Faith
Golden Chiropractic needed graphic design, persuasive sales copy, a website, and a distribution plan for announcing the big move and the new branding.
First, we prioritized the new look. The updated logo was designed to reflect the values of her new location, a secondary color palette was designed to support the new logo, and a new tagline was developed to capture Golden Chiropractic’s guiding principles.
Next, we designed “we’re moving” cards, business cards, letterhead, rack cards, gift cards, and birthday cards, all meant to reflect the new brand in context with the ocean-loving spirit and geographical markers of the region.
Finally, we developed the website copy, and included a format for the email newsletter and blog. We decided to develop a messaging strategy around helping her patients help themselves get healthy in order to enjoy all that the Central Coast of California had to offer.
“I didn’t know what I was getting into in terms of the rebrand process…she sort of know what I needed before I knew what I needed…I’m an idea person…she keeps me on track and focused.” ~Dr. Goldi
Golden Chiropractic: Creating Content that Converts
Once the rebrand was established, we developed her content marketing strategy.
Integrating the new brand collateral with an ongoing content marketing and events outreach plan has worked to bring significant growth to Golden Chiropractic. Building our messages around the interests and needs of the Aptos market has been key to Golden Chiropractic’s ongoing success. By showing we value what Golden Chiropractic’s patients value, and showing direct evidence of patient success, we keep the business thriving, and the patients feel well cared-for.
Using our brand guide to help us develop our content, we integrate regular blogging, social media, targeted SEO, custom brand memes, targeted ads, and press releases to keep Golden Chiropractic top of mind.
“Our website, the newsletter Dawn writes, thank you cards, brochures, business cards – Dawn’s footprint is everywhere.” ~Dr. Goldi
Golden Chiropractic’s leap into a new market has yielded such significant results because Dr. Goldi wisely invested thoughtfully into her brand. Mindfully guiding her choices in graphic design, sales copy, website development, and ongoing content marketing towards her target market, we were able to develop consistent and positive relationships with both her existing patient base and the new patients Golden Chiropractic continues to attract.
As her brand grows, Dr. Goldi is now asked regularly to present her ideas on health and wellness throughout the Central Coast. Dawn Weathersbee Marketing is proud to continue to support Golden Chiropractic and Dr. Goldi through every stage of her brand’s growth.