BRASS Advertising Case Study

Introduction:

At BRASS Advertising, we’re dedicated to increasing brand presence and fostering healthy and sustainable growth. In today's competitive landscape, a brand's success hinges on its ability to carve out an identity and resonate with its target audience. We empower brands to reach new heights through meticulously planned advertising and marketing strategies.

We selected this case study because it doesn't hinge on a massive budget increase or fix a previously broken marketing strategy. Instead, it shows that sustained growth can be achieved through meticulous planning and continuous optimization. It not only highlights successes but also shows areas of improvement. This level of transparency and pragmatic outlook is a rarity in advertising, where narratives often lean towards exaggerated triumphs or downplay existing challenges.

By leveraging data-driven insights and a balanced media mix, we achieved a year-to-year revenue increase while maintaining a flat marketing budget. This case highlights our commitment to sustainable brand growth through continuous optimization and effective resource allocation, even in a competitive landscape. Discover how BRASS Advertising transforms challenges into triumphs, driving sustainable growth even in the most competitive markets.

Client Overview:

A leading elective medical provider in a top 30 market, this company has established itself as a trusted medical practice and is looking for continued growth in an increasingly competitive market.

Campaign Objectives:

The practice partnered with BRASS Advertising with ambitious yet achievable goals to drive continued growth and maximize the return on investment (ROI) within a flat budget of 13% of gross revenue. The campaign objectives were strategically crafted to align with the practice's goals of expanding its patient base, enhancing conversion rates, and increasing revenue while maintaining fiscal responsibility.

1. Continued Growth Within Flat Budget:

The campaign's objective was to maintain growth year over year while operating within a flat budget. The budget was equivalent to 13% of the practice's gross revenue. By carefully planning how resources were allocated and implementing cost-effective strategies, we were able to maintain lead growth while keeping marketing expenditures flat year-to-year.

2. Increase in New Lead Generation:

With our lead management software, we track new lead inquiries regardless of how they reach out to the practice (via forms, calls, texts, etc.). This not only allows us to gauge the effectiveness of our marketing efforts in real time but also enables us to pinpoint which marketing channels are generating the highest number of leads. By leveraging data-driven insights and deploying strategic tactics across multiple marketing channels, we were able to attract the interest of potential new patients and encourage them to interact with the practice.

3. Increased Conversion Rates:

Our lead management software allows us to track all new lead interactions, enabling us to quickly identify and address any areas of improvement with the staff. This tool allows us to monitor the conversion of new leads by individual staff members, treatment types, and marketing channels. Additionally, we provide insights into reasons for not booking, such as unavailable treatments, missed contacts, caller hesitation, and more.

4. Increased New Patients and Revenue:

The measure of success for the campaign was the acquisition of a higher number of new patients and subsequently increased revenue. By refining the marketing mix, offering valuable content, and streamlining the patient journey through the sales funnel, the overarching goal was to drive revenue growth.

Marketing Strategy and Media Mix:

The media mix was optimized to allow for new mediums, products, and focus. The plan was to be more intentional with the budget and focus on lower-funnel mediums (digital, PPC, etc.). It is important to maintain a healthy marketing mix incorporating high-reach mediums along with digital marketing efforts. Traditional media comprised 27.5% and Digital Media comprised 52% of the overall ad spend. The remaining percentage was allocated towards other marketing expenditures such as social media management, website maintenance, and the production of ad materials. This allocation is about average across all industries, but trends are leaning toward an increase in traditional media spending.

Alongside strategic allocation was a focus on creating engaging video content and high-quality, on-brand graphic design. The campaign emphasized producing visually compelling assets for various digital platforms. From attention-grabbing videos to visually striking display ads, each piece of content was created to resonate with target audiences. Clear calls-to-action (CTAs) were integrated into the design, guiding viewers towards specific actions and optimizing conversion opportunities.

Target Audience:

Targeting individuals aged 25 and above with a high income was essential, considering that many elective medical procedures are paid for out of pocket. Our campaign placed a heavy emphasis on reaching potential patients within a 25-mile radius of the practice locations. We focused on individual pockets of the market that contain high household incomes. With digital marketing efforts, we also targeted patients who are in the market for specific procedures. Being able to target potential new patients online using their search history ensures you target individuals most interested in your services.

Marketing Channels:

Results and Achievements:

Conclusion:

The year-end data presents a compelling narrative of growth and success for the campaign. Despite a flat year-to-year marketing budget, the strategic allocation and optimization of resources yielded impressive outcomes across various metrics. With organic users, sessions, and conversions, Google Analytics data shows significant improvements. While new leads saw an increase year-to-year, the conversion rate for new leads experienced a decline. This decline was partly due to turnover and conversion rates for SEM being lower than expected. If conversion rate would have remained flat year-to-year it may have resulted in a 6-8% increase in overall revenue or ~22-24% year-to-year revenue increase. The campaigns overall generated a 16.57% increase in revenue year-to-year. These results validate the overall campaign's success in driving measurable outcomes and serve as a testament to strategic planning, data-driven optimization, and a comprehensive approach to marketing strategy.