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Client: Dr. Mark Lynn and Associates PLLC
Project: Marketing Consumer Products & Services
The Challenge:
Peritus was tasked with expanding the presence and brand recognition of Dr. Mark Lynn and Associates, owner and/or operator of more than 45 Dr. Bizer’s VisionWorld, Doctor’s VisionWorks and Doctor’s ValuVision offices in Kentucky, Georgia, Tennessee, Indiana and Missouri, in the target states of Kentucky and Tennessee. The goal was to boost the notoriety of Dr. Bizer’s and Doctor’s ValuVision as leaders in the eye care industry with expert optometrists and staff ready to serve customer needs.
To elevate the brand of Dr. Mark Lynn and Associates as well as Dr. Bizer’s and Doctor’s ValuVision, Peritus utilized several tactics including earned media; social media including Facebook, Twitter and blogger outreach; and special promotions.
To elevate the brand of Dr. Mark Lynn and Associates as well as Dr. Bizer’s and Doctor’s ValuVision, Peritus utilized several tactics including earned media; social media including Facebook, Twitter and blogger outreach; and special promotions.
The Solution:
Services used:
We based our campaign efforts on information from Dr. Mark Lynn and Associates on which demographics currently visit the Dr. Bizer’s and Doctor’s ValuVision locations. We also researched the current market presence of the brands in order to determine which tactics would be best utilized. Peritus worked with Dr. Lynn to establish a media plan including monthly traditional media and Internet press releases that focused on different media angles and consumer information. We worked to identify local optometrists in each region who could serve as media spokespersons and be available for interviews to establish relationships with local reporters as experts in the field of optometry. Peritus also established a plan for social media outreach which included launching Facebook and Twitter pages for each state as well as developing relationships with bloggers, in particular mommy bloggers.
Peritus executed earned media outreach throughout the year with targeted press releases and opinion pieces authored by Dr. Lynn and other local optometrists securing media placement in key publications in the target markets including The Tennessean, The Courier-Journal and Paducah Sun, just to name a few.
We also focused on efforts to build a base of supporters in the blogosphere by reaching out to mommy bloggers with information on eye safety tips for children and families, coupons and discounts offered at the Dr. Bizer’s and Doctor’s ValuVision locations as well as information on the special promotions held in target markets such as Nashville and Louisville. As part of the social media outreach, we established Facebook and Twitter pages and built a base of followers and fans to engage individuals in conversation and share information thorough daily posts and tweets.
One successful promotion involved partnering with the Nashville Zoo and Louisville Zoo. Dr. Mark Lynn and Associates purchased a block of 250 children’s admission tickets for each zoo. Those tickets were distributed to Dr. Bizer’s VisionWorld and Doctor’s ValuVision locations in the greater Nashville and Louisville areas. The goal of the promotion was to encourage families to bring their children in for annual eye exams and upon doing so they would receive a free ticket to the zoo. We promoted this special discount through traditional media tactics including press releases and media advisories. We also promoted the special on Facebook and Twitter and also partnered with bloggers to share the information with their followers.
Peritus executed earned media outreach throughout the year with targeted press releases and opinion pieces authored by Dr. Lynn and other local optometrists securing media placement in key publications in the target markets including The Tennessean, The Courier-Journal and Paducah Sun, just to name a few.
We also focused on efforts to build a base of supporters in the blogosphere by reaching out to mommy bloggers with information on eye safety tips for children and families, coupons and discounts offered at the Dr. Bizer’s and Doctor’s ValuVision locations as well as information on the special promotions held in target markets such as Nashville and Louisville. As part of the social media outreach, we established Facebook and Twitter pages and built a base of followers and fans to engage individuals in conversation and share information thorough daily posts and tweets.
One successful promotion involved partnering with the Nashville Zoo and Louisville Zoo. Dr. Mark Lynn and Associates purchased a block of 250 children’s admission tickets for each zoo. Those tickets were distributed to Dr. Bizer’s VisionWorld and Doctor’s ValuVision locations in the greater Nashville and Louisville areas. The goal of the promotion was to encourage families to bring their children in for annual eye exams and upon doing so they would receive a free ticket to the zoo. We promoted this special discount through traditional media tactics including press releases and media advisories. We also promoted the special on Facebook and Twitter and also partnered with bloggers to share the information with their followers.
The Result:
Peritus was successful in securing 1,200 earned media hits (that includes print, broadcast, online and social media) since May 2010. Some of the print publications include The Tennessean, The Daily News Journal, The Courier-Journal and Health and Medicine Week. In addition to traditional print media, Peritus secured more than a dozen media hits on four television stations in target media markets. Dr. Mark Lynn & Associates was also mentioned more than 1,100 times in 2010 across the country through online publications, websites and blogs.
In just over a year, Peritus helped Dr. Mark Lynn & Associates gain 400 fans on Facebook and nearly 200 followers on Twitter.
Peritus was successful in establishing relationships with more than 60 prominent bloggers. Dr. Mark Lynn and Associates worked with these bloggers offering them the opportunity to visit local Dr. Bizer’s or Doctor’s ValuVision locations to write a review about their experience. Several posted coupons for products and exams or helped promote the zoo special.
In just over a year, Peritus helped Dr. Mark Lynn & Associates gain 400 fans on Facebook and nearly 200 followers on Twitter.
Peritus was successful in establishing relationships with more than 60 prominent bloggers. Dr. Mark Lynn and Associates worked with these bloggers offering them the opportunity to visit local Dr. Bizer’s or Doctor’s ValuVision locations to write a review about their experience. Several posted coupons for products and exams or helped promote the zoo special.
