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Uplifted-Care-Outdoor-Redefining-Hospice-Care
August 27, 2024 In

UpliftedCare

 

Introduction

In the rapidly evolving world of healthcare, it’s crucial for organizations to develop a strong, relatable brand that communicates their unique mission and values. UpliftedCare, a hospice care organization, sought to redefine the public perception of hospice care and position themselves as a leader in compassionate, comprehensive end-of-life care. This case study showcases how our agency worked with UpliftedCare to achieve these goals through effective branding, educational campaigns, and digital marketing strategies.

 

Background

UpliftedCare’s mission transcends traditional hospice care by focusing on providing physical, emotional, spiritual, and social support to individuals and families facing terminal illness. However, misconceptions about hospice care often prevent timely referrals, delaying access to the invaluable benefits it offers. Our challenge was to dispel these myths, educate the public and healthcare professionals, and elevate UpliftedCare’s brand to reflect its core philosophy of dignity, independence, and comfort.

 

Key Results

 

Branding Philosophy

New Position Statement – “Redefining Hospice Care”

At UpliftedCare, our mission is more than a statement—it’s a commitment woven into the fabric of everything we do. We believe in the transformative power of compassionate care, providing not just physical support but also emotional, spiritual, and social guidance to individuals and families facing terminal illness. Our approach is rooted in the belief that every person deserves dignity, independence, and comfort throughout their journey.

 

Educational Campaign for Healthcare Professionals

To clear up misunderstandings about hospice care, Focal Point launched a targeted educational campaign aimed at physicians, Directors of Nursing (DONs), and Skilled Nursing Facilities (SNFs). The campaign included:

  • Personal Connections: Building strong relationships with healthcare professionals to advocate for early hospice referrals.
  • Informative Flyers: Distributing clear, concise information about the benefits and philosophy of hospice care.
  • Short Engaging Explainer Videos: Creating easily digestible content to quickly convey key messages.
  • Video Brochures: Providing an interactive way for healthcare professionals to learn about UpliftedCare.

 

Development of Brand Messaging

We developed a brand messaging framework that encapsulated UpliftedCare’s dedication to compassionate care and education. This framework served as the foundation for all marketing materials and communications.

 

Website Redesign

Focal Point undertook a comprehensive redesign of UpliftedCare’s website to ensure it reflected the organization’s mission and provided an optimal user experience. Key elements included:

  • Clear Marketing Objective: Conveying UpliftedCare’s mission and services effectively.
  • Improved Aesthetic and Navigational Design: Enhancing the visual appeal and ease of use.
  • On-Page SEO and Content Development: Implementing keyword research, meta data, and high-quality content to improve search engine rankings and drive traffic.

 

Social Media Branding and Regular Posting

We managed UpliftedCare’s social media channels, creating strategic and engaging posts to increase brand awareness and foster a sense of community among followers. Regular posting and promotion ensured consistent visibility and engagement.

 

Summary

Through a combination of clear, empathetic branding, targeted educational campaigns, and strategic digital marketing, we successfully elevated UpliftedCare’s brand and positioned them as a leader in compassionate hospice care. Our efforts helped dispel common misconceptions, educated both the public and healthcare professionals, and fostered a deeper understanding and appreciation for the invaluable services UpliftedCare provides. 

upliftedcare.org

 

If your organization is looking to redefine its brand and connect with your audience on a deeper level, our team of experts is here to help. Contact us today to learn how we can transform your brand and elevate your mission.

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Sturges-Young Center for the Arts
May 1, 2023 In

Sturges-Young Center for the Arts

 

 

Focal Point was thrilled to have the opportunity to create a Strategic Marketing Plan for the Sturges-Young Center for the Arts. Our goal was to develop a clear brand image, logo and positioning statement that would communicate to the community and region that SYCA puts emphasis on bringing people together through the celebration of shared experiences. In addition, Focal Point wanted to identify specific strategies and marketing avenues that could be used in order to promote the center’s mission and programs.

 

Through research, data collection, stakeholder interviews, focus groups and other techniques, we began creating an effective blueprint for success. We were able to analyze target markets and understand how they receive messages so that when our marketing plan is executed it will reach those who would be most interested in the Sturges-Young Center for the Arts.

 

We then crafted a robust campaign that included multiple strategies such as digital marketing, print media and social media to ensure maximum reach. We also created a comprehensive brand guide that outlined all aspects of SYCA’s branding including logo use, brand messaging, web design and design guidelines. Finally, we authored a positioning statement that succinctly communicated the mission and values of SYCA.

 

Focal Point is excited to see how their efforts will help position the Sturges-Young Center for the Arts as an integral part of their community and make a lasting impact on its residents. The Strategic Marketing Plan is in the process of being executed with success and Focal Point is confident it will continue to provide results for SYCA in the future.

 

The team at Focal Point is proud to have contributed to the success of Sturges-Young Center for the Arts and looks forward to continuing their relationship with this important community initiative. With the implementation of our Strategic Marketing Plan the impact that SYCA will have on its local area and beyond will be greatly increased. We are confident that our efforts will pay off and help make a meaningful difference in many lives.

 

Sturges-Young Center for the Arts

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Vision Cabinet
September 15, 2020 In

Vision Cabinet

 
 

 

Vision Cabinet Branding & Web Design.

 

 

 
 

Project Goals

 
Focal Point engaged with Vision Cabinet. We were tasked with developing a strategy to improve and update the company brand image and messaging, create higher visibility and create overall brand awareness and build an E-commerce website to allow Vision Cabinet to sell their products on-line.
 

Solution

 
Focal Point worked with Vision Cabinet and produced marketing material that included the design and layout of new website along with an e-commerce shopping site.

Marketing Strategy, Brand Management, Copywriting, Graphic Design

 

Results

 
Focal Point created brand elements consistent with the company brand and designed a new company website that positioned the company’s cabinets and styles in a modern and aesthetic  website designed to showcase the entire series of their product line.  Following the completion of the company branding site.  We planned and developed the e-commerce shopping sites.  The combined branding and websites positioned their products ahead of the competition and increased product visibility by 45%.

Vision Cabinet Home Page

Vision Cabinet E-Commerce Page

 

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IMPACT CONSTRUCTION MANGEMENT
January 10, 2020 In

Impact Construction Management

 

Project Goals

Impact Construction Management had been in business for 10 years and it was time to take the branding to the next level.  The original brand image did not reflect the company culture or speak to the level of professionalism ICM exhibits on every project.   Focal Point was tasked with developing a new brand image from the ground up.  This included logo design, messaging and the design and build of a new responsive website designed to improve SERP rankings and create higher internet visibility.

 

Solution

Market Research, Brand Development, Copywriting, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Develop of content marketing campaign and Social Media integration.

 

Results

Focal Point developed messaging, created a new brand image and designed a  dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The new website was now mobile friendly and the content was organized for easy navigation.  The new site has a clean design and puts the visitor in control of their experience and allows them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site we have employed a content marketing campaign designed around keyword research for the construction industry as well as promotional plugs for Impact Construction Management. We have seen brand awareness continue to grow as the content marketing campaign generates more impressions and engagement as the content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the website. 

 

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Quest Packaging
January 10, 2020 In

Quest Safety Products

 
 

 

Quest Safety Products Amazon Sales Marketing Project.

 

 

 
 

Project Goals

 
Focal Point engaged with Quest Safety Products. We were tasked with developing a strategy to improve Amazon rankings, create higher visibility and create overall brand awareness on their Amazon sales channel.
 

Solution

 
Focal Point worked with Quest Safety Products and produced marketing material that included the design and layout of sales information cards, a strategic series of product photography and product demonstration videos to highlight both the quality and the features of each product.

Marketing Strategy, Brand Management, Copywriting, Graphic Design, Product Photography, Video Production

 

Results

 
Focal Point created brand elements consistent with the company brand and produced sales information cards designed to be distributed with the purchased products on Amazon.com.  The product photography and demonstration videos positioned their products ahead of the competition and increased product visibility by 65%.

 

Quest Safety Product Boot Covers Amazon.com

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Andretti Autosport
May 28, 2019 In

Andretti Autosport

Focal Point worked with Andretti Autosport to share the story relationship between the Andretti team and Dickinson Fleet Services.  The focus was on the importance of having a valued team taking care of the transport fleet and how this relationship contributed to the success of both teams.

 

At Dickinson Fleet, we understand that the Andretti team needs to get its racing cars turned around quickly. One failure in one of the trucks or one of the trailers, and it could really hurt things – big time. There are certain things that have to be at the race track on time for their team. That’s why keeping their trucks on a regular regular maintenance schedule is critical. If the trucks are late, then things start backing up. It’s a snowball effect. It can create chaos. Our goal is to prevent these situations by having as much foresight as possible.

FOCUS ON SAFETY

Safety is a BIG DEAL for the Andretti team. As Michael Andretti mentions, comparing the cars that his dad drove, to the cars that he drove, to the cars they’re racing today – it’s amazing how far things have progressed. Technology in the mobile maintenance and repair field is much the same way. That’s why we’re committed to staying up to date with the latest trends and offering our customers things like our mobile app that make requesting/monitor service just a few clicks away.

A TRUE PARTNERSHIP

 

As the Andretti team mentions, we see our relationship as a TRUE PARTNERSHIP. We love having clients who feel like they can trust us and understand our commitment to providing the highest standard of service out there. As mentioned in the video, this partnership worked out particularly well because the Andretti race shop is just down the road from one of our location which has turned out to be absolutely amazing. As it turned out, it was a no brainer to be able to work with them.
It truly has been a great partnership since day one. With the Andretti team having 14 trucks on the road, giving them ONE contact and ONE phone number for all maintenance needs has been a different maker. We truly appreciate that they say it feels great knowing that they’re getting the best service out there in the industry. If they have a problem, our goal is to always get on it as soon as possible and fixed right away.

Since Dickinson has come on board, the Andretti team has had 2 Indy 500 wins. As Michael mentions, everything counts and it all plays a roll into their success. When these races are going on, it’s everything coming together. It’s not just one thing.
Much like the awesome folks at Andretti Autosport, we hope they’ll be a part of our family for a long time to come.  In fact, we were honored to recently extend our multi-year partnership with this incredible company.

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May 26, 2019 In

Cox Automotive Fleet Services

 

Project Goals

Focal Point engaged with Dickinson Fleet Services in April of 2013. We were tasked with developing a strategy to improve SERP rankings, create higher internet visibility and create overall brand awareness. Focal Point conducted research and developed a content marketing campaign around targeted keyword research.  The strategy revolved around developing journalist style blog post with industry related topics mixed with company news blog post.  This along with SEO coding and pushing content out over the internet via social media and via email campaigns allow us to raise the SERP rankings of Dickinson Fleet Services. The next stage was to design and develop a new and improved website providing more robust blogging functionality as well and clear and defined marketing message and design.

 

Solution

Market Research, Brand Management, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Development of content marketing campaign, Social Media integration, Design and Development of Sales and Marketing Collateral, Email Marketing Campaigns, Production of Marketing Videos, Development of Quarterly Magazine, The Hub Podcast (A conversation with company Executives).

 

Results

Focal Point was able to improve the existing brand by reviewing and upgrading the company logo, providing a branding guide and incorporating these elements into a new and dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The original site had limited content and did not effectively illustrate what the services Dickinson Fleet Services provided.  The new website was now mobile friendly and has targeted and robust content organized for easy navigation.  The site has a clean design and puts the visitor in control of their experience and allow them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site and our continued content marketing campaign to date, we continue to see growth in the number of visitors and we are seeing a high level of engagement for those visitors.  The content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the dickinsonfleetservices.com

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Responsive Web Design Focal Point Marketing
May 26, 2019 In

Extrude Hone

 

Project Goals

Focal Point engaged with Extrude Hone when they were known as Precision Surface Solutions, a division of Kennametal. The original project was to design and build a new responsive website designed to improve the divisions USA SERP rankings and create higher internet visibility. While in the design stages of the project Precision Surface Solutions was purchased by Madison Industries.  At this point the project shifted to a total rebranding of the company and Extrude Hone became the new brand identity. Our SERP goals had not changed, however the branding element opened up some new and exciting opportunities.

 

Solution

Market Research, Brand Development, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Develop of content marketing campaign, Social Media integration

 

Results

Focal Point was able to implement the new brand into a new and dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The original site was comprised of 4-5 pages of limited content and did not effectively illustrate what the products or services the company provided.  The new website was now mobile friendly and had over 24 pages of content organized for easy navigation.  The site has a clean design and puts the visitor in control of their experience and allow them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site we have seen continued growth in the number of visitors and we are seeing a high level of engagement for those visitors.  The content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the Extrude Hone website.  Since completing the English version of the site we have created foreign language version of the site  in 9 other languages.  Currently we are in the process of creating an independent subdomain site in exclusively in German designed to improve the SERP rankings in Germany. www.extrudehone.com

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