Coury & Buehler Physical Therapy was looking to revise their website and perhaps create one or two new direct mail pieces. After sitting down and reviewing their marketing plan and current online and offline marketing collateral, we decided that an entire redesign package would provide the greatest benefit. We redesigned their letterhead, business cards, website, brochures, presentation folders and inserts, postcards. In addition we created a new ad campaign to be used in current and future ad spots. What did we do? See the results below.
IDENTITY CLICK HERE TO VIEW
We knew that their current identity was underdeveloped and was the first thing that needed to be addressed before tackling the other projects. If you don't have a clear definition of who you are, how will potential clients know? Coury and Buehler PT was happy with their current logo, and did not want to change it, so our first challenge was to create a strong identity package to support and enhance the logo. We wanted to keep ties to what was already established, so as not to alienate current patients, but also give it a fresh updated look to attract a new generation of patients. We created a classic color palette, incorporating the black and royal blue from their logo. We decided to replace the bland beige color they were previously using with silver to modernize the look. The tagline, “Relieve. Retrain. Restore.” was added to all communication pieces and reinforced the company’s mission which was to "Relieve Pain, Retrain Movement, Restore Function."
AD CAMPAIGN
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The core beliefs of CBPT was not in line with the traditional "doom
and gloom" type of advertising that is the standard in the current
world of physical therapy marketing. Instead, we wanted to capture
the essence of how patients felt from a positive point of view. We
began to brainstorm a campaign that would reflect what the patients
were saying after having visited Coury & Buehler. We took this
concept and create the phrase "Life Feels Good Pain Free." The first
piece of the campaign was a series of direct mail pieces that hit a
variety of audiences. We showed testimonials of patients, from young
athletes to senior citizens, enjoying their favorite activities,
pain free.
WEBSITE
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The development of the website was the largest undertaking of all of
the projects we completed for Coury & Buehler Physical Therapy. A
website is your face to the world 24 hours a day, 7 days a week.
Today, patients begin their own medical diagnosis due to the massive
amount of information available over the internet. One of the key
factors in developing the site was creating a site that was
optimized for search results with the major search engines. This
focus resulted in top 10 (first search page) results on all of the
major engines. Continuing with the brand identity we created the
website with strict attention to details and accessibility.
OTHER MARKETING COLLATERAL
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Additional marketing material for Coury & Buehler Physical Therapy
included brochures, pens, stickers, mugs, posters, prescription
pads, folders with inserts and more.