EVP Eyecare: Integrated Marketing Strategy, Creati
1. **Client Overview**: EVP Eyecare is a multi-branded eye care network with clinics located in Colorado, Texas, and Arizona. They sought a cohesive marketing strategy that would enhance patient interest while acknowledging the distinctiveness of their brands in different markets.
2. **Challenge**: The individual brands under EVP Eyecare functioned separately, leading to disjointed marketing, content, and media strategies. They required a centralized plan to harmonize brand messaging, maximize media expenditures, and develop a scalable marketing framework.
3. **Solution**: Parallel Path provided a thorough program that included:
- **Marketing & Content Strategy**: Mapping out customer journeys, conducting content audits, creating a messaging framework, and developing a content plan tailored by channel.
- **Creative Concepting & Toolkits**: Generating ongoing and seasonal campaign ideas, establishing brand voice and tone guidelines, and producing over 150 cross-channel creative materials.
- **Paid Media Strategy & Management**: Creation of an annual paid media strategy along with campaign updates, including search, display, and local promotional tactics across several states.
- **Landing Pages & SEO**: Development of campaign-specific landing pages, conducting local SEO audits, and implementing monthly optimizations for four domains.
- **Analytics & Data Infrastructure**: Performing a comprehensive analytics review, optimizing Google Tag Manager/GA, and establishing dashboards for a consolidated data source.
4. **Results**: A centralized and scalable marketing strategy was established for the four state-based brands. There was a cohesive creative identity with toolkits addressing tax season, HSA/FSA education, and year-end elective procedures. The efficacy of paid media improved due to optimized pacing, keyword strategies, and UTM tracking. SEO visibility saw enhancements through technical and content upgrades. A stronger analytics infrastructure was created to evaluate ROI and inform future campaigns.