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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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February 16, 2024 In

Guardian Relocation/Atlas Van Lines

Focal Point Marketing’s Strategic Initiatives for Guardian Relocation

 

 

 

Client Overview:

Guardian Relocation is a leading company in the moving and relocation industry, offering comprehensive services to individuals and businesses. With a commitment to exceptional customer service and a focus on personalized solutions, Guardian Relocation has established itself as a trusted partner for those navigating the complexities of moving and corporate relocation.

 

Partnership with Atlas Van Lines:

For over 50 years, Guardian Relocation has forged a strong partnership with Atlas Van Lines, a testament to its unwavering dedication to exemplary customer service. This enduring partnership has enabled Guardian Relocation to extend its reach globally, welcoming customers from across the globe. By prioritizing relationship-building and fostering strategic business opportunities, Guardian Relocation aims not only to maintain but also to enhance its reputation as a trusted industry leader.

 

Introduction:

Focal Point Marketing, a marketing agency specializing in digital solutions and brand development, was approached by Guardian Relocation to enhance its online presence, strengthen brand messaging, and drive customer engagement. Through a collaborative partnership, Focal Point Marketing devised a multifaceted strategy to elevate Guardian Relocation’s marketing efforts across various channels.

 

 

 

Marketing Elements and Strategies Implemented:

 

Strategy:

In our strategic meetings, we identified six key triggers that drive effective marketing results. These triggers serve as focal points for enhancing our marketing efforts and achieving our goals. After careful consideration, we have selected three triggers that require modification to maximize our impact: Funnel Differentiation, Ideal Prospect, and Success Path.

 

Brand Development:

Focal Point Marketing conducted extensive market research to understand Guardian Relocation’s target audience, competitive landscape, and brand positioning. Through strategic workshops and consultations, they defined Guardian Relocation’s unique value propositions, core values, and brand identity elements.

 

Brand Messaging:

Crafting compelling brand messaging was crucial for effectively communicating Guardian Relocation’s strengths and differentiation. Focal Point Marketing developed concise and impactful messaging that resonated with the target audience, highlighting Guardian Relocation’s reliability, expertise, and customer-centric approach.

 

Responsive Website Design:

Recognizing the significance of a user-friendly and visually appealing website, Focal Point Marketing revamped Guardian Relocation’s online platform with a responsive design optimized for seamless viewing across devices. The new website showcased Guardian Relocation’s services, testimonials, and resources in an intuitive layout, enhancing user experience and driving conversions.

 

Development of Blog:

To establish Guardian Relocation as an authority in the relocation industry and enhance SEO, Focal Point Marketing implemented a blog strategy. They created engaging and informative blog posts covering topics such as moving tips, relocation trends, and destination guides, attracting organic traffic and fostering customer engagement.

 

Content Marketing Strategy:

Leveraging Guardian Relocation’s expertise, Focal Point Marketing devised a content marketing strategy focused on creating valuable and shareable content across various channels. This included informative articles, infographics, videos, and case studies tailored to address the needs and pain points of Guardian Relocation’s target audience.

 

Social Media Branding and Management:

Focal Point Marketing revamped Guardian Relocation’s social media profiles with consistent branding elements and engaging content. They developed a content calendar and posting schedule to maintain an active presence on platforms like Facebook, Twitter, and LinkedIn, fostering community engagement and brand awareness.

 

Website Management:

Continuously optimizing Guardian Relocation’s website for performance and user experience was integral to Focal Point Marketing’s strategy. They monitored website analytics, conducted A/B testing, and implemented SEO best practices to improve visibility and drive traffic.

 

Content Development:

Focal Point Marketing produced high-quality content assets for Guardian Relocation’s website, blog, and social media channels. From website copy and blog articles to visual assets and multimedia content, each piece was crafted to align with Guardian Relocation’s brand voice and resonate with its target audience.

 

Analytics:

Implementing robust analytics tools, Focal Point Marketing tracked key performance indicators (KPIs) to measure the effectiveness of marketing initiatives. They analyzed website traffic, engagement metrics, social media insights, and conversion rates to refine strategies and optimize campaign performance.

 

Brochure Design:

Focal Point Marketing designed visually appealing and informative brochures that showcased Guardian Relocation’s services, benefits, and success stories. These brochures served as valuable marketing collateral for attracting and informing potential clients.

 

Sales Language:

Collaborating closely with Guardian Relocation’s sales team, Focal Point Marketing developed persuasive sales language and messaging frameworks to facilitate customer interactions and drive conversions. They crafted compelling value propositions and tailored communication strategies to address different buyer personas and stages of the sales funnel.

 

Customer Service Branding and Messaging:

Ensuring consistency in customer service branding and messaging was paramount for fostering trust and loyalty. Focal Point Marketing provided training and guidelines to Guardian Relocation’s staff, emphasizing the importance of maintaining brand integrity and delivering exceptional customer experiences at every touchpoint.

 

Digital Advertising:

Focal Point Marketing executed targeted digital advertising campaigns across various platforms, including Google Ads, social media ads, and display networks. They optimized ad creative, targeting parameters, and bidding strategies to maximize ROI and drive qualified leads for Guardian Relocation.

 

Conclusion:

 

Through a comprehensive approach encompassing brand development, digital marketing strategies, and customer-centric initiatives, Focal Point Marketing empowered Guardian Relocation to strengthen its market presence, drive business growth, and deliver unparalleled value to its customers. By leveraging the latest marketing tools and techniques, Guardian Relocation was able to stay ahead of the competition and forge lasting relationships with its audience in the dynamic relocation industry.

 

 

 

 

 

 

 

 

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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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February 23, 2023 In

MEET BRIEN

 

 

Brien is the President and CEO of Focal Point, a branding agency based in Indianapolis, Indiana. With more than two decades of creative, marketing and management experience to draw on, Brien founded the company in 2009. Born out of his passion to be directly involved in the creative process, Brien envisioned and built a firm that is focused on bringing a unique blend of strategic insight, standout ideas, and superior service to clients.

Prior to starting his own company, Brien honed his marketing and creative skills with over 15 years of broadcast television experience and 8 years as the General Manager of a creative services firm in Indianapolis.

Brien has won several awards for his work including: multiple Addy and Telly Awards, National Press Association, Indiana Press Association, and the Associated Press.

As the Founder and Owner of Focal Point, Brien has had the privilege of partnering with clients across a diverse array of fields, including Anthem, WellPoint, Indianapolis Chamber, Indiana Chamber, Extrude Hone, Wiley Publishing, Shiel Sexton, Intel, Orbitz, The Taco Bell Foundation and the The Clorox Company.

  

With Brien in the lead, each client is assured of a completely thorough, professional and detailed approach to their marketing, from inception through completion.

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Product Animation
February 26, 2021 In

Kensington

3D Product Animation

 

 
Focal Point engaged with Kensington to design and develop photo realistic product animations. We were tasked showcasing products that only existed in the form of CAD files and producing photo realistic 3D animation to feature the actual aesthetics and features of the products.  In some cases the products were featured in full motion animations and in other cases photo realistic 3D renderings were generated to be used in digital and print advertisements. 

 

 

In the example below the 3D animation was featured on Amazon to showcase the product.

 

Kensington Security Cabinet AC30 on Amazon

 

  • Neatly and easily charges, transports, locks, and stores up to 30 devices (up to 15.6 inches each).
  • Lockable front and rear doors allow you to secure the devices inside (padlocks not included).
  • A security cable attachment ring provides a sturdy, secure point to attach a security cable (security cable and padlock not included).
  • Built-In dividers and cable management organizes devices and cables and keeps bulky adapters out of the way.
  • 5-inch removable non-marking locking casters allow for easy movement over rough and uneven surfaces.
  • Digital cycle charging technology charges 15 devices at a time in 15-minute intervals for faster, more efficient charging; helps lower temperature inside the cart to prolong device life.
  • A push handle makes transport simple.

https://www.kensington.com/

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Van-Ausdall-and-Farrar-Poster-frame
September 15, 2020 In

Van Ausdall and Farrar

Van Ausdall and Farrar Marketing Video

 

Van Ausdall and Farrar is an industry leader in optimizing information, communication and innovation for businesses large and small. In fact, we’ve been helping companies be more productive, cost-effective and successful by doing just that for over a hundred years.

 

Our focus on local service, combined with the wide range of technology products and services we offer make it easy for your business to manage your information and communication processes. We’re especially proud of our reputation for innovation, which enables us to help you stay ahead of the changes in technology impacting your business today.

 

That innovation has always been driven by our commitment to meet the evolving needs of our customers. When you partner with Van Ausdall and Farrar, we’ll utilize our proven assessment process to learn the ins and outs of your business. This enables us to fully understand your needs before we make a single recommendation.

 

Van Ausdall and Farrar

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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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August 28, 2020 In

Statt Engineering

 

Project Goals

Founded in 2007 as Statt Engineering, they got their start designing and fabricating precision automated inspection equipment.  Statt Engineering engaged Focal Point Marketing to develop new brand designed to better communicate who they are and what they do.  The business name since 2017 communicated a much broader scope and created some confusion with clients and prospects.  In pursuit of our goals services included: Market Research, Discovery, Branding, Logo Design, Brand Messaging, Brochure Design, Web Design & Development.

 Now known as Statt Tool, they specialize in providing custom tooling solutions from design through manufacturing and inspection. Their expertise and precision tooling capabilities have helped them carve a niche in a number of high-tech fields including:

  • Aerospace & Defense
  • Automotive & Racing
  • Medical Equipment

 

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 statttool.com

 

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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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