Digital Marketing PlanFran Homan, Editor

Sami Martini, ContributorAnnanya Dwivedi, ContributorLouis Jaime, Project Manager

Michelle Sanks, Meeting MinutesTABLE OF CONTENTS

Executive Summary………………………………………………………………………………….……3Situation Analysis………………………………………………………………………………………….4

External Forces………………………………………………………………………………..…...6Competitive Analysis Matrix…………………………………………………………………........8Digital Marketing Audit………………………………………………………………………......15

Current Website………………………………………………………………….............15Website Navigation…………………………………………………………………........16Layout, Messages and Images…………………………………………………………...17Product/Service Information Layout……………………………………………………..18Search Engine Optimization/Content Analysis………………………………………….19Collecting Information…………………………………………………………………...20End Goal……………………………………….………………………………………...20Metrics Analysis……………………………………….………………………………...21Email Marketing……………………………………….………………………………...21Online Advertising……………………………………….………………………………22Social Media Channels……………………………………….………………………….22Mobile……………………………………….…………………………………………...23Customer Relationship Management…………………………………………………….23

SWOT Analysis…………………………………………………………………..........................25Marketing Objectives…………………………………………………………………............................26Segmentation Method…………………………………………………………………............................28

Current Method………………………………………….………………………………………..28Suggested Method……………………………………….………………………………………..28

Marketing Strategies…………………………………………………………………..............................32Marketing Objective 1…………………………………………………………………................32

Design a new website and employ a new CMS provider…...………….………………..32Improve website content and SEO…….…………………….…………………………...37

Marketing Objective 2…………………………………………………………………................44Strengthen relationships with patients…….…………………….………………….……44Create a blog…….…………………….…………………….…………………………...47How SEO will increase monthly visitors…….…………………….…………………….52How social media, Yelp & Google + reviews increase website traffic………………….52

Marketing Objective 3…………………………………………………………………………....53Engage with patients on Yelp and Google+………………….………………………….53

Marketing Objective 4…………………………………………………………………................55Create social media content and engage with patients on each platform………………..55Google AdWords………………….……………………….……………………….……64How SEO will help grow private patients………………….……………………….…...67How positive reviews will help grow private patients………………….………………..67Google+………………….……………………….……………………………………...67

Gaant Chart and Timeframe………………….……………………….……………………….……….69Budget Breakdown………………….……………………….……………………….………………….70Evaluation………………….……………………….……………………….……………………….…...71Contingency Plan…………………….……………………….……………………………………….…73Conclusion…………………….……………………….……………………….…………………………75Works Cited……………….……………………….……………………….…………………………….76Appendix…………………….……………………….……………………….……………………….….79

EXECUTIVE SUMMARY

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Wicker Park Orthodontics is an orthodontics clinic located in the neighborhood of Wicker Park in

Chicago.  Wicker Park Orthodontics provides patients with orthodontic care, and is one of the few clinics

in Chicago that treats public aid patients.  The practice is owned and managed by Dr. Wine, Dr. Moss, Dr.

Dustoor, and Dr. Siargos, all of who are board certified orthodontists.  Wicker Park Orthodontics seeks to

increase revenue by attracting more privately insured patients.

Approximately half of Wicker Park Orthodontics’ current patients receive public aid. Because the

profit margin is higher for privately insured patients, increasing revenue requires raising the proportion of

privately insured individuals under Wicker Park Orthodontics’ care.  Privately insured patients have the

ability to partake in the informational search stage of the purchasing cycle, and choose the health care

provider that they feel is best qualified to treat them.  The team feels that Wicker Park Orthodontics’

extensive experience treating thousands of difficult cases gives them a competitive edge in the market.

The team has devised several digital marketing strategies that will help Wicker Park Orthodontics

attract more privately insured patients by making them aware of the quality expertise and care that they

provide for their patients.  The team plans to do this by enhancing Wicker Park Orthodontics’ online

advertising, initiating an email marketing campaign, engaging with patients on social media, increasing

Yelp and Google+ reviews, and raising Wicker Park Orthodontics’ ranking on search results.

The team’s main goal is to increase Wicker Park Orthodontics’ visibility to potential patients.  By

improving their search engine ranking, traffic will increase to Wicker Park Orthodontics’ website.  The

team suggests that Wicker Park Orthodontics work to obtain positive Yelp and Google+ reviews and

create an email marketing campaign to help enhance the relationship between the clinic and their patients.

After implementing these suggestions Wicker Park Orthodontics will increase website traffic,

appear on the first page of Google’s search engine results page, have more positive reviews, and increase

the number of private patients that they treat.

SITUATION ANALYSIS

Industry Analysis

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Orthodontics Industry

The orthodontics industry is comprised of specialized dentists with a DDS or DMD degree.

Additionally, there are board certified orthodontists who treat people with misaligned teeth. The

treatments provided include braces, retainers, and minor cosmetic procedures. Orthodontists work in

private practices of various sizes. The industry grossed $11.7 billion last year, and has a projected growth

of 3.4% in 2014 (IBIS, Orthodontics).

Because misaligned teeth can be easily treated at a young age, adolescents age ten to nineteen are

the most common patients. Young adolescents additionally have high coverage under government health

care plans; therefore, families are able to obtain treatment for their children during adolescence.

Additional drivers of demand for orthodontics are disposable income and private dental insurance.

The orthodontics industry is highly regulated, as orthodontists have to comply with healthcare

privacy laws, healthcare insurance laws, as well as certification laws in order to maintain their licenses.

Fortunately, orthodontics is not a particularly competitive line of business. There are a total of 16,167

orthodontic clinics in the United States, but not a single clinic or firm holds more than 1% market share.

In order to be successful, orthodontists need to be accessible to their patients so that they leave a positive

impression and can hopefully obtain word of mouth referrals. Consumers in this industry are price

sensitive, and thus orthodontists must set prices that are in line with industry norms (IBISWorld Business

Environment Profiles).

Orthodontic technology is rapidly changing; therefore a successful firm must be quick to adapt to

changes in the industry. The orthodontics industry declined slightly during the Great Recession, but is

now on the rebound. The recorded growth for 2013 was 1.6%. The projected growth for 2013-2018 is on

average 3.4% per year (IBISWorld Business Environment Profiles). There are several legal and political

factors that are likely to promote this change. The Affordable Care Act is projected to increase coverage

(varying on a state by state basis) for dental health procedures. The majority of these health benefits will

go to minors. Technological improvements are generating growth in the orthodontics industry. This is

enabling new services to be rendered.

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Wicker Park Orthodontics is a private orthodontics clinic located in Wicker Park, Chicago, Illinois.

Four orthodontists, Ted Moss, DMD MS; Paul Wine, DDS MS; Barbara Siargos, DDS, and Amy

Dustoor, DDS MS run the clinic.

Dr. Moss Dr. Wine Dr. Siargos Dr. Dustoor

Wicker Park Orthodontics offers a variety of orthodontic treatments and products. They also accept

public aid. The doctors offer great expertise and value to their patients.

Wicker Park Orthodontics is one of three orthodontic care providers in the Chicago area that

accepts public aid. Because of this it has a high volume of patients, about half of whom are recipients of

public aid. Parents of children in this age range of ten to eighteen are the primary target market. Wicker

Park Orthodontics offers the latest in orthodontic care: metal braces, ceramic braces, Invisalign, self-

ligating brackets, and lingual braces. Price varies on a case-by case-basis.

Wicker Park Orthodontics wants to improve its profit margins by attracting more privately

insured patients. Currently Wicker Park Orthodontics only has paid ads on Google, as they primarily rely

on word of mouth for their business. Wicker Park Orthodontics benefits greatly from the area it is in,

which has a relatively high median household income of $77,214 (Urban Mapping).

The average length of patient retention is the duration of their treatment. The average treatment

lasts somewhere between twelve to twenty-four months. Some extreme cases may last four to five years.

The orthodontists encourage patients to continue coming to checkups for twelve-plus months after

treatment. One thing that sets Wicker Park Orthodontics apart from their competitors is the fact that they

have dealt with some of the most difficult cases and oral complications that exist. Wicker Park

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Orthodontics currently has minimal room for patient growth and they are considering expanding their

current location or opening a separate location.

External Forces

Political and Regulatory

In recent years, healthcare reform has been a major topic in the United States. With changes that

have been already made, the number of Americans that have access to dental insurance is increasing.

This has made it easier for these individuals, more specifically children and young adults, to receive

orthodontic treatments. The Patient Protection and Affordable Care Act, PPACA, states that pediatric

dental care is mandatory as part of the minimum essential coverage for individuals through the state-run

health exchanges. Although these changes were only implemented in years as recent as 2011, the

industry has seen a boost in overall patients, and will only continue to grow in upcoming years. Since

2014, stand-alone dental plans are allowed to operate in the insurance exchange either separately or

alongside a medical plan. This too will boost demand for orthodontic treatment (IBISWorld Business

Environment Profiles).

Laws and regulations also play a role in the marketing strategies of orthodontic firms across the

states. Federal and state laws prohibit orthodontists to share any medical information without the written

consent of the patient. Therefore, the legality of advertising specific cases becomes hazy. This lack of a

clear right and wrong can influence the way a firm may decide to promote business. The content that

Wicker Park Orthodontics shares must be in accordance with federal and state legislation.

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Economic

Figure 1IBISWorld http://clients1.ibisworld.com/reports/us/bed/default.aspx?bedid=33

As seen in Figure 1, when there is an increase in disposable income for private patients compared

to past disposable income, demand for orthodontic treatment increases. The overall industry growth of

orthodontics is also on the rise. This growth is “characterized by its growing share of GDP, rising

number of firms and establishments and technological advancements. Industry value added, a measure of

the industry's contribution to overall economic growth, is increasing at a 3.4% annualized rate from 2008

to 2018, compared to annualized GDP growth of 2.1% over the same time period. This rate indicates the

Percent change per year in per capita disposable income

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industry is increasing its share of the overall economy” (IBISWorld Business Environment Profiles).

This not only shows that the industry is growing now but will continue to grow in upcoming years.

However those in the orthodontic industry, including Wicker Park Orthodontics, must be prepared for

increasing unemployment rates or unexpected economic recessions. With less disposable income

individuals are more likely to spend their money on necessities, something that orthodontic treatment is

not always considered.

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Social

In present day, the need to look one’s best is implanted in the minds of individuals. There have

been many advances within the cosmetic surgery industry that have made it possible to alter personal

appearances in order to look one’s “best”. Receiving orthodontic treatment is one of the most common

ways to do so. Orthodontics is becoming less thought of as a cosmetic treatment and more as a necessity.

The pressure that society puts on individuals has an effect on their psyche. This, in turn, can increase the

demand for orthodontics. When dealing specifically with Wicker Park Orthodontics, word of mouth is

the number one driver in creating business. This shows that social pressure can come even from close

friends and family, rather than society as a whole.

Technological

Improvements and advancements in technology have increased the demand for orthodontic

treatments. With new services such as Invisalign, braces and orthodontic procedures are not just desired

by children and young adults, but by those of all ages. Wicker Park Orthodontics is highly equipped with

the latest technologies offering services such as metal braces, ceramic/clear braces, Invisalign, self-

ligating, as well as lingual braces. These advancements not only make the process of receiving and

wearing braces more efficient but they also add to the overall aesthetic appeal of braces. This may

increase the demand for orthodontic treatments.

Competitive Analysis Matrix

While competition from competing orthodontists is not very strong, there are still several other

orthodontic clinics in the city of Chicago and Chicagoland area to consider. Because Wicker Park

Orthodontics is the only clinic in its neighborhood the majority of its private patients come from that area.

Wicker Park Orthodontics has identified four main competitors in the city of Chicago. SEOMoz

is a company that works to help businesses and people optimize their websites so that they rank higher in

search engines. SEOMoz can give a company an idea of where their competitors are ranking online

compared to them. They can also find errors in websites and then give recommendations on how they can

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rank higher in comparison to their competitors. SEOMoz can determine what keywords will bring up

each website in a search engine. In this case when phrases such as “Orthodontist Chicago”, or “Chicago

Orthodontics” is entered into Google, it analyzes where each competing business ranks on the Google

search. Under the column “Google Ranking” the page number means which page each competing

businesses appears on when these keywords are searched. Gold Coast Orthodontics, Windy City

Orthodontics, and Get It Straight Orthodontics all show up on the first page of the Google Search,

whereas Orthocenters and Wicker Park Orthodontics appear on the second and third pages respectively.

Domain Authority is a metric that SEOMoz calculates based on how well each domain will likely rank on

Google’s search result pages. Scores range between 0 and 100 on a logarithmic scale. Domain Authority

helps to track the strength of a site over time as it often fluctuates. The way that Domain Authority

changes is through SEO. The higher a website’s Domain Authority is, the higher it will rank on search

engine result pages. Fifteen is a very low Domain Authority. Websites like Facebook, CNN both have a

Domain Authority 100 which is the best a website can have. This means that these are very competitive

sites within search engines, and will rank at the top of page one.

Another way that SEOMoz and Google rank websites is based on external links. When another

website links or includes a link on their site that leads to another company this is considered an external

link. External links are one of the most important factors of search engine ranking; these links are

basically a “popularity vote” (SEOMoz). External links are valued based on trustworthiness from the

linking domain, the linking page’s popularity, relevance, anchor text, the amount of links to the same

page on the source page, etc. If a company adds relevant external links on their website, the higher their

Domain Authority will rise. If Wicker Park Orthodontics were to add more external links to sites about

dentistry, dental blogs, or orthodontics, they could increase traffic to their website and better optimize

their site as well. Figure 2 shows data for Wicker Park Orthodontics website according to SEOMoz’s

analytics.

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Get It Straight

In the above Competitive Analysis Matrix one of Wicker Park Orthodontics’

competitors is a clinic called Get It Straight Orthodontics. Get It Straight has two

locations in Chicago, one in Lake View and the other in Hyde Park. Get It Straight

is run by two orthodontists, Dr. Neil Warshawsky and Dr. Ketti Boller. The

National Children’s Oral Health Foundation recognized Dr. Warshawsky as the

2013 Dentist of Distinction this past year. There are several videos throughout their website featuring

both Dr. Warshawsky and Dr. Boller, which makes their business seem approachable and friendly. Get It

Straight Orthodontics offers treatments for all ages, children to adults. They are trained in metal and

ceramic braces, Invisalign, Incognito braces, Essix, Temporary Anchorage Devices, lingual braces,

headgear, palatal expanders, Herbst appliances, positioners, retainers, and spacers.

What sets Get It Straight apart from the competition is that they customize each treatment

specifically for each patient. They think outside the box to help create perfect smiles for every one of their

patients. Their website also has a variety of vintage style games for visitors to play. They have several

downloadable brochures throughout their website and forms that are in both English and Spanish. The

login page on their website takes them directly to their Sesame Communications account. The logo,

clinic name, as well as patient login information is located on every landing page as well as each subpage

of their website. Get It Straight currently ranks on the first page of Google’s search results, caters to

private patients, and has a Domain Authority of 21. They actively participate and monitor Facebook,

Twitter, YouTube and Blogger (getitstraight.com).

Windy City Orthodontics

Another competitor of Wicker Park Orthodontics is

Windy City Orthodontics. Windy City Orthodontics is located in

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the Lincoln Park/Lakeview neighborhoods of Chicago. Dr. Darren Pakravan, who is a member of the

American Association of Orthodontics, the American Dental Association and several other

dental/orthodontic societies, runs Windy City Orthodontics. Windy City Orthodontics offers several

different treatment options such as Invisalign, Damon Smile, In-Ovation, Sure Smile, Clarity, Incognito,

dentofacial orthopedics, treatments for sleep apnea and TMJ, as well as surgical orthodontics. They also

offer traditional metal braces, ceramics, lingual braces, invisible braces, and self-litigating braces.

What sets their clinic apart is the fact that they provide “individualized, cutting-edge care with a

personal touch” (windycityortho.com). Windy City’s website is visually appealing on computer browsers

as well as on mobile devices. The website has a blue, tan and brown color scheme with a cartoon version

of the Chicago skyline in the background. The logo, clinic name, as well as patient login information is

located on every landing page as well as each subpage of their website. Their website has a slideshow of

photos that gives a virtual tour of the office. The login page on their website takes them directly to their

Sesame Communications account. Each subpage on the website has a call to action to have the viewer

schedule an appointment. Windy City Orthodontics currently shows up on the first page of Google’s

search engine when the keywords listed in the Competitive Matrix above are entered. They accept private

patients and currently have a Domain Authority of 17. They also actively monitor and post on Facebook,

BlogSpot, Google+, Twitter and YouTube (windycityortho.com).

Gold Coast Orthodontics

Gold Coast Orthodontics is located in Chicago’s Gold

Coast neighborhood, and offers a variety of orthodontic services to children, teens, and adults with private

health care coverage. Dr. Iwei M. Huang and his staff utilize advanced orthodontic technologies and a

complimentary consultation to provide patients with a customized treatment. In order to provide the

patient with a relaxing environment for their orthodontic experience, Dr. Iwei M. Huang makes himself

available to the patients’ for their questions and concerns. They offer Invisalign, In-Ovation, Sure Smile,

Clarity, Incognito, dentofacial orthopedics as well as surgical orthodontics.

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Gold Coast Orthodontics has social media accounts on YouTube and Facebook -- but does not

interact with their followers. On Facebook, Gold Coast Orthodontics has not created a post since 2011,

but has 33 likes and 24 visits. On YouTube, Gold Coast Orthodontics has never uploaded a video to their

YouTube channel. While Gold Coast Orthodontics links to their two social media accounts, interacting

with their patients via social media does not appear to be of importance. Gold Coast Orthodontics.com

has a high search engine ranking when “orthodontists in Chicago” is entered into Google. SEOMoz cited

the domain authority of GoldCoastOrthodontics.com at 10, and found two external links from the domain.

Additionally, SEOMoz recognized the following keywords for GoldCoastOrthodontics.com:

“Orthodontist Chicago”, “Orthodontist in Chicago”, and “Gold Coast Orthodontics”. Their website has a

dark and light blue color scheme, and includes several before and after examples of client’s teeth. They

offer a large amount of information about every treatment that they offer.

Innovative Orthodontic Centers

Innovative Orthodontic Centers has locations in Shorewood/Plainfield,

Chicago, and Naperville, and is owned by Dr. Manal Ibrahim. For over

20 years Dr. Manal Ibrahim has treated children, teens, and adults with

private health care coverage. What sets their clinic apart is the fact that

they are in the top 1% of Invisalign providers in the United States. Additionally, Dr. Manal Ibrahim has

been acknowledged as the best dentist in Naperville for the last four years.

Innovative Orthodontic Centers has social media accounts on YouTube, Pinterest, WordPress,

Facebook, Twitter, Google+, and Instagram -- and actively contributes content to each site. On YouTube,

Innovative Orthodontic Centers has uploaded twenty-three videos, one every two weeks. They have

generated roughly thirty views per video. On Pinterest, Innovative Orthodontic Centers has 17 boards,

497 pins, and 15 likes. The content on Pinterest ranges from Dr. Manal Ibrahim’s shoe collection to

promotional opportunities, as well as dental humor and braces-friendly recipes. On WordPress, Dr.

Manal Ibrahim blogs about how to handle orthodontic emergencies, shares the details of her team’s

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successes and outings with their patients, and any promotional opportunities Innovative Orthodontic

Centers are currently offering. On Facebook, Dr. Manal Ibrahim and her staff mainly post images, at

least once a day. As a result, Innovative Orthodontic Centers has generated 1,143 likes. Their Twitter

page is slightly different than their other social media channels. While the other social media sites are

used to post original content, Innovative Orthodontic Centers uses Twitter to share the content updated of

all the other social media channels. This gives their followers an individual channel to obtain a variety of

information about their clinic.

Orthocenters.org currently ranks on the second page in Google and has a Domain Authority of

27. SEOMoz found 140 external links from the domain. The top keywords for Orthocenters.org are as

follows: “Chicago Orthodontist”, “Chicago Orthodontics”, and “Orthodontist in Chicago”. Their website

has a tan, green, blue and purple theme with several photos that show that their clinic is geared towards

men, women and children. They include several videos that explain what the company does to entice

viewers to make an appointment at the clinic. There are also videos of both adult and child patients

giving testimonials about their experiences with Innovative Orthodontic Centers.

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Figure 3Competitor Matrix

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Digital Marketing Audit

Current Website

The website for Wicker Park Orthodontics performs well across different platforms and operating

systems. The website also works correctly when using any of the main Internet browsers: Firefox, Internet

Explorer, Google Chrome, and Safari. The team searched for Wicker Park Orthodontics using search

engines such as Google+, Bing, and Yahoo. Keyword phrases such as “Wicker Park Orthodontics”,

“orthodontist in Chicago”, and “orthodontics in Wicker Park” were searched. The search results showed

the website on second or third pages in the search result ranking. In comparison, competitors like Windy

City Orthodontics and Get It Straight Orthodontics showed up on the first page of the search engine, even

when generic and less specific keywords were used.

Figure 4 is a screenshot of the Google search engine page layout:

Figure 4Wicker Park Orthodontics on Google Search

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Website Navigation

There are six landing pages on the Wicker Park Orthodontics website. These pages are: Home,

About Us, Meet the Doctors, Patient Information, and Find Us/Contact. The end goal of the website is to

have the user book an appointment at the clinic by either filling out a form or by calling the office. It is

easy for the user to reach the end goal because the contact information is available immediately on the

Home page of the website. According to Google analytics we found that the average time spent a user

spends on the website is less than two minutes. This data proves the inability of the user to obtain a full

experience of the services and information available on the website.

Figure 5 Wicker Park Orthodontics Find Us/Contact Page

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Figure 5 illustrates the current method used to reach the end goal. The viewer can access the

clinic’s contact information and location regardless of which landing page they are viewing. Viewers can

also find more information on the Find Us/Contact page, which has registration forms and directions on

how to reach their clinic. The Find Us/Contact page does not have a form to make an appointment,

however this is under Request an Appointment. This may confuse the visitor, as they have to actually call

the company instead of easily asking a question online. This is the only landing page where the user can

access the registration forms to complete the required paperwork before getting treated.

People who come to the website may have no prior experience with orthodontic care treatments.

For these people, Wicker Park Orthodontics supplies information about the various treatment options

available on the Treatments page. Once a viewer clicks on Treatments, they see sublinks to the types of

treatment options available. Here Wicker Park Orthodontics gives a brief description about each

treatment option, however this page is slightly confusing. The landing page for Treatments only

describes the types of braces they provide. If the viewer wants to learn more about adult and child

treatments they have to click the drop-down menu under Treatments. Some people who are in a hurry

may not notice the information on the Adult Treatment and Child Treatment pages shown below:

Layout, Messages, and Images

The purpose of the website is to entice middle to upper class parents to make appointments online

or to call and book an appointment. The website also seeks to educate the viewer about the clinic, services

and treatments without including too much jargon. Two major drawbacks of the website is that there are

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several typos and spelling errors within the text, which can give off an unprofessional image. Secondly,

none of the photos are optimized.

The layout of the website is consistent throughout. The top third of the page is the same on every

landing page. It gives the name of the clinic, the address, their phone number as well as the option for the

patient to login to their account, to email the clinic or to request an appointment. The color scheme and

design is red, orange and brown and is consistent on every page.

Wicker Park Orthodontics’ call to action is to get the viewer to book a consultation or to make an

appointment with the clinic. However there is too much information on the homepage, which

overshadows this call to action. The viewer may easily be distracted by the picture slides that are

prominent on the homepage or even experience “banner blindness”. Banner blindness occurs when

visitors to a website subconsciously or consciously ignore banner-like information, in this case, the

slideshow (bannerblindness.org). These slides do not help the viewer navigate through the website

because they contain no links or text overlay. The slides are also not interactive because the viewer

cannot choose to go forward or backward and there is a lack of uniformity.

Wicker Park Orthodontics strives to give their website personality. They include photos of their

office so anyone who may be having difficulties finding the clinic knows what the exterior looks like.

The photos also give the viewer an idea of what their clinic looks like inside. Pictures supplement the

website by giving a personality to the brand. They also help give the customer reassurance that they will

be receiving the best treatment possible in the region by seeing happy smiling people with straight teeth

on each page. The images create a more comfortable atmosphere than a customer might generally

anticipate for a dental/orthodontic clinic. Many people fear visiting the dentist unless it is absolutely

necessary. Wicker Park Orthodontics’ website helps to diminish those fears by creating an open and

inviting environment, which can be seen in the photos throughout. They portray the artistic flair of the

clinic with the vibrant colors of the walls, accents, and artwork that almost resembles a spa.

Product/Service Information Layout

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The information about the services that Wicker Park Orthodontics offers is easily accessible.

Each specific treatment option has a separate tab of its own and provides further information in detail

about the specific treatment. In order to use the service the customer is required to book a consultation

with the dentist at the clinic. Wicker Park Orthodontics is a brick-and-mortar business. Customers cannot

experience the service without visiting the clinic and having a consultation.

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Search Engine Optimization/Content Analysis

Wicker Park Orthodontics’ website has minimal optimization. Figure 6 shows how their website

currently comes up in a Google search along with a MOZBar analysis at the bottom. The MOZBar shows

that their website has a Domain Authority of 15 and a Page Authority of 24. Page Authority predicts a

page’s ranking potential in search engines based on an algorithm. Their current title tag is “Wicker Park

Orthodontics – Serving Wicker Park and Bucktown for Orthodontic Care / Straighten Your Teeth”. Title

tags are the text at the top of search engine result. This title tag is currently too long because it gets cut off

after the word ‘and’. A meta name description is the text that comes up underneath the URL in green.

The current meta name description is "State of the art, friendly staff orthodontic office in Wicker Park

Bucktown specializing in children and adults using the latest in tooth straightening techniques." The meta

name description should contain keywords that they have listed in their meta name keywords coding.

Currently Wicker Park Orthodontics’ meta name keywords are as follows: "Wicker Park, Bucktown,

Chicago, adult orthodontics, children’s orthodontic, braces, straight teeth, clear braces dental braces".

Title Tag

Meta Name Description

MOZBar Analysis

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Wicker Park Orthodontics’ website has no H1 or H2 headers. H1 headers are the largest text on

each page and H2 headers are the second largest text on a landing page. Having optimized headers with

good keywords will help increase the search engine ranking as well. Another downfall to their site is that

it has not been updated in over a year. Regularly updating a website is another way to rank higher in

search engine result pages, therefore it is very important to continually update a webpage. Wicker Park

Orthodontics has several images, a slideshow, and links on their website, however none of these are

optimized, or tagged, with anchor text. Adding anchor text for each of these using keywords will be

another way to increase search engine ranking.

Collecting Information

One of the ways Wicker Park Orthodontics collects information is through registration forms.

Usually clinics are only able obtain information about patients when these forms, shown above, are filled

out. To make the process run more smoothly Wicker Park Orthodontics has these registration forms

listed on their website so that patients can bring when they come in for a consultation or appointment.

End Goal

Wicker Park Orthodontics is a brick and mortar business. One cannot utilize the services without

visiting the dental clinic. Its services are only accessible when patients are physically present to receive a

Figure 6Wicker Park Orthodontics in Google Search with the MOZBar analytics

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personal consultation. The main purpose of the website is to generate leads and encourage viewers to

contact them. The website gives information about who Wicker Park Orthodontics is, what they do, and

what treatment options are available. The end goal of the website is to convert website views into

customers.

Metrics Analysis

The following information was derived from Google Analytics to learn the following

information:

Average number of visitors per month: 662

Average bounce rate: 58.21%

Average retention on the site: 1:22

Email-Marketing

Wicker Park Orthodontics currently has no email-marketing program in place.  They only send

out reminder and scheduling emails to current patients.  They do not have a program in place because

they obtain the vast majority of their clients through word of mouth or dentist referrals. A link to email

Wicker Park Orthodontics is available on all of the website’s landing pages. If users have Microsoft

Office Outlook installed on their computers the link directly embeds the Wicker Park Orthodontics’ email

address in a new Outlook window. The transition process is convenient and smooth. They are not

against creating an email marketing campaign, but they have no current plans to implement one.

Figure 7Wicker Park Orthodontics Google Analytics of average number of sessions for the month of August

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Online Advertising

Wicker Park Orthodontics currently has paid ads on Google through Google AdWords. For the

month of August they had 36 clicks convert, out of 126. This makes their average cost-per-converted

click $10.95, which is high, and their average cost-per-click $3.24. They had 7,885 people view the

actual ad on Google, based on their top-performing keywords and ad, which included: Wicker Park

Orthodontics, braces, orthodontist, invisible braces, teeth, and children’s orthodontist. Mobile devices

accounted for 56% of viewers, whereas 40% were from desktop computers and 4% were from tablets

(Google AdWords). The top ad is shown below:

Social Media Channels

Wicker Park Orthodontics has a presence on Google+ and Yelp, but are not actively contributing

or engaging with either platform. Both pages have minimal branding, but are similar due to the identical

imagery, operational hours, address, and Wicker Park Orthodontics’ hyperlink. Furthermore, Wicker

Park Orthodontics does not have a dialogue strategy or customer relationship management (CRM)

connection for their social media accounts.

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As seen in Figures 11 and 12, users on Google+ and Yelp do not actively contribute to Wicker

Park Orthodontics’ pages. Although Wicker Park Orthodontics’ Google+ page has over 70,000 page

views, only six Google reviews have been submitted by users, equaling 4.4 - 5 stars. While Wicker Park

Orthodontics’ Yelp page does not indicate how many users viewed the page, there are only 3 reviews,

equaling 3.5 - 5 stars.

Mobile

The website is compatible on mobile

devices and has all of the important information listed on the homepage. This includes information about

the clinic, the doctors and their expertise, and various treatment options available for service. There are

also details such as patient login, photos of the clinic itself and a contact number. It is easy to use but they

do not have a mobile app.

Customer Relationship Management (CRM)

Wicker Park Orthodontics is currently using a customer relationship management system called

Sesame Communications.  Sesame is a company that provides cloud-based patient communication

services for the dental and orthodontics industries (pitchengine.com). Sesame helps dental and

orthodontic clinics build a loyal patient community. They work to reduce the amount of patient no-

shows, and give customers the option to pay their bills online. Sesame allows Wicker Park Orthodontics

Figure 8Wicker Park Orthodontics Yelp Review

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to connect with patients through reminders, the ability for them to view and confirm their appointments,

and to give feedback via surveys. Sesame is not linked to any email marketing campaign since they

currently do not have one. Wicker Park Orthodontics is only using Sesame as a patient database at this

time. If they were to use Sesame for marketing purposes they would have to gain permission from each

individual patient. They would also have to offer both an opt-out or unsubscribe option without penalty

for patients as well to comply with the CAN Spam Act of 2003 (sesame.com).

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Wicker Park

Orthodontics SWOT Analysis

STRENGTHS WEAKNESSES Location within the neighborhood of Wicker

Park Wicker Park Orthodontics is a one minute walk

from the Damen Blue Line ‘L’ station 50% of patients are private 50% of patients come from public aid and are a

source of guaranteed income Website is compatible on mobile phones Wicker Park Orthodontics uses digital

radiography to minimize patient exposure to radiation

The demographics of Wicker Park/Bucktown fit perfectly with their target market

One of the only clinics in the state of Illinois to accept public aid patients

Offers all types of braces to patients Strong patient retention Very good patient/doctor relationships The company name is straightforward and tells

potential customers exactly where they are and what they do

Has paid advertisements on Google for “Orthodontist in Chicago”

Dr. Paul Wine is certified by the American Board of Orthodontics

Wicker Park Orthodontics has several doctors are active members of the American Dental Association, the Chicago Dental Society and the American Association of Orthodontics

Limited online advertising Website has not been updated in over one year Wicker Park Orthodontics has no social media

presence that it currently is engaged with No email marketing program No branding of the Wicker Park Orthodontics

name or image with a logo or slogan Typos and spelling errors on the website Wicker Park Orthodontics does not have

enough space to take in very many new customers

Only has three online reviews that can be found on Yelp, two on Yellow Pages, and six on Google+

Wicker Park Orthodontics comes up on the third page of Google search when typing in any variation of “orthodontists in Chicago”

Website is not optimized with key words and long tail phrases

Photos on the website have no anchor text Title tag is too long Meta name description does not use enough of

the meta name keywords

OPPORTUNITIES THREATS The ability to move onto the social media scene

to connect with customers Wicker Park Orthodontics could hire “mommy

bloggers” to create a personalized and more trustworthy image

They have the resources to expand and open another location in the city

Enhance SEO and SEM to increase their ranking on search engines such as Google

Other orthodontic offices in the city have much more intense and elaborate advertising and marketing programs in place

Windy City Orthodontics and Get It Straight have much more personalized and user friendly websites

Competitors’ websites also look more professional

Smaller marketing and advertising budget than

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Testimonials and positive reviews on their website and new social media platforms to make the clinic more legitimate

Target private clients more heavily to increase revenues

Generate more company awareness through marketing and advertising efforts

competitors There is a weak barrier to entry for new

competitors in the Wicker Park/Bucktown area

MARKETING OBJECTIVES

Contact: Paul Wine, DDS MS

Budget: $8,000 per year

Objectives: To increase monthly visitors to 300/month

To be found on page 1 when searching for “Orthodontists in Chicago”

Increase positive reviews on platforms such as Yelp

Increase online reviews in general

Increase number of private patients

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Part 229

SEGMENTATION METHOD

Current Method:

Wicker Park Orthodontics employs demographic segmentation variables to acquire new patients.

The classifications used by Wicker Park Orthodontics and the categorized principal elements are:

Age Marital Status Yearly Income Insurance

18 - 28

29 - 34

35 - 49

Single

Married

Public Patients:Single Adults: ≤ $15,516

Family of 2: ≤ $20,916

Family of 3: ≤ $26,316

Family of 4: ≤ $31,716

Private Patients:$75,000 - $99,999: 66,804 Families in Chicago

$100,000 - $149,999: 72,245 Families in Chicago

$150,000 - $199,999: 32,427 Families in Chicago

$200,000 or more: 37,556 Families in Chicago

Public Insurance

Private Insurance

To obtain prospective patients from the listed segments, Wicker Park Orthodontics relies on word-of-

mouth referrals from caseworkers, dentists, and current patients -- as well as its website and Google

AdWords campaigns. As one of the few Orthodontic practices that accept public health insurance, word-

of-mouth referrals from caseworkers have generated growth amongst the public health insurance patient

base. Word-of-mouth referrals from dentists, current patients, as well as Google AdWords campaigns,

have generated growth amongst the private health insurance patient base.

Suggested Method

For Wicker Park Orthodontics to successfully execute the defined business objectives, the team

recommends that a unique blend of geographic, demographic, and lifestyle segment classifications, as

well as principal elements, be used to create a new method. By doing so, Wicker Park Orthodontics could

Figure 9Demographic Segmentation

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reach the small percentage of Chicagoans that would visit an orthodontist with greater accuracy, and cost

efficiency. The following details the segmentation methods that the team recommends Wicker Park

Orthodontics uses to determine a representative sample of potential patients with private health insurance,

and 2 patient personas for individual targeting.

To obtain a sample of prospective patients with private health insurance, the team collected data

from The American Journal of Orthodontics and Dentofacial Orthopedics. The team researched the

socio-demographics of adult orthodontic visits in the United States. The researchers concluded that of the

1% of Americans that reported an orthodontic visit, they were high-income, non-smoking, single women,

with two or more years of college education, between the ages of 18 and 30. They had also visited their

general dentist within the year, and were more likely to visit an orthodontist. Furthermore, data was

collected from IBISWorld Orthodontics Industry Report, to determine that having a high-income is an

industry driver amongst all age ranges. One of the fastest growing demographics are adolescents between

the ages 10 and 19.

Using those segments as a frame, the team conducted research to determine the top twenty-five

Chicago neighborhoods with households that have health insurance, single females, and middle age (35-

44) parents with children and a high income. As a result, the team determined the following zip codes to

be the most lucrative for Wicker Park Orthodontics to obtain patients with private health insurance:

Figure 10Target Chicago zip codes

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Classifications: Lifestyle:

Parents Prosperous DiversityThis segment ranks high in the number of adults in their thirties, high in the number of children, and very low in older age groups. Working female adults with children are concentrated in this segment, as are the number of homes built since 1980. It is the number one Asian segment and the number two for Pacific Islanders. Fast foods, Japanese cars and 401K Plans are high on the list of preferences.

Strong faith involvement and belief in God are significantly below the national average, Religious affiliations highest above the average are Judaism, Presbyterian/Reformed, Episcopal, Adventist and Catholic.

The primary concerns of this group are Parenting Skills, Fulfilling Marriage, and Time for Recreational/Leisure, Good Schools, Satisfying Job/Career, and Childcare.

This segment ranks slightly above average in contributions to religious organizations, charities and educational institutions.

Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Church-Sponsored Day School, Parent Training Programs, Marriage Enrichment Opportunities, and Contemporary Architecture and Music.

Professional Affluent FamiliesThis affluent, city-dwelling group ranks first in the number of adults age 35 to 44 and second in the number of children age 10 to 17. It also ranks first in the number of married individuals, the number of workers in sales occupations, and the ownership of multiple vehicles.

Faith involvement does not differ significantly from the national average, though belief that God is actively involved in the world including nations and their governments is substantially less. Going against the trend, beliefs that our environment has become a national crisis and that our changing racial/ethnic makeup constitutes a threat are both below the national average.

Religious affiliations highest above the national average are Orthodox, Judaism, Adventist, Unitarian/Universalist, Catholic (ranks number 2 of all the segments) and Presbyterian/Reformed.

The primary concerns of this group are Parenting Skills, Retirement Opportunities, and Time for Recreation/Leisure, Fulfilling Marriage, Satisfying Job/Career and Problems in Schools.

This segment tends to prefer a strong leader. They rank first in contributions to charities, and number two in contributions to religious organizations.

Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Parent Training Programs, Youth Social Programs, Intellectual Worship, and Traditional/Formal Worship.

Traditional Affluent FamiliesThis group represents the wealthiest households in America, with a median household income over three times the national average. The group naturally ranks very high, if not highest, in home ownership, property value, white collar employment, undergraduate and graduate education levels, and number of adults age 40 to 64.

Faith involvement is about the same as the national average, though belief in God and belief that God is actively involved in the world both fall substantially below the national average. Religious affiliations highest above the national average are Judaism (ranks number 3 of all the segments), Orthodox, Presbyterian/Reformed (ranks number one), Episcopal (ranks number 2) Unitarian/Universalist and Congregational.

The primary concerns of this group are Social Injustice, Aging Parent Care, Time for Recreation/Leisure, Finding Life Direction, Retirement Opportunities and Long-Term Financial Security. These individuals are much more likely than the average to believe that the United States should open its doors to all peoples, and significantly less likely to consider the changing racial/ethnic face of America a threat to our national heritage. They also prefer to rely more on themselves and somewhat less on a leader compared with the national average.

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They rank first in contributions to religious organizations, colleges and universities, and second in contributions to charities.

Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Cultural Programs, Active Retirement Programs, Adult Theological Discussion Groups, Intellectual Worship, and Emphasis on Global Mission.

Classifications: Lifestyle:

Single Adults Affluent Educated UrbanitesThis segment is entirely urban and enjoys a per capita income nearly three times the national average. This segment ranks first in the number of professional specialists such as doctors and lawyers, first in the number of housing units built prior to 1940, and first in the number of households with no vehicles. They are likely to enjoy movies, musicals, dance and museums.

Faith involvement, belief in God, and contributions to religious organizations are among the lowest in the nation. These individuals are well below average in believing it is important to preserve the traditional American family. Virtually all believe that a healthy environment has become a national crisis, and a majority believe that the government should be the primary provider of human welfare services. Significantly more than average believe the U.S. should open its doors to immigration, and few feel the changing racial/ethnic face of America is a threat. Deviating from the norm, fewer people in this segment believe the role of churches is to help form and support moral values.

Religious affiliations highest above the national average are Judaism (more than eight times the national average, ranks first amongst all segments), and to a lesser degree Orthodox, Episcopal and Unitarian/Universalist.

The primary concerns of this group are Companionship, Finding Life Direction, Racial/Ethnic Prejudice, Satisfying Job/Career, Affordable Housing and Social Injustice. Twice the national average indicate they would rather have a strong leader direct them in decision-making.

Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Cultural Programs, Twelve-Step Programs, Spiritual Retreats, Daycare Services, Adult Theological Discussion Groups, Intellectual Worship, Music Performed by Others, and Traditional/Formal Worship.

Rising Multi-Ethnic UrbanitesThis urban segment ranks first in the number of adults age 25 to 29. Average household size is among the lowest of all segments, and the segment ranks high in the number of single-person households and working adult women without children. There is also a high number of non-family households and persons in group quarters. Median household income is just below the national average, yet per capita income is significantly above.

Belief in God and faith involvement are very low. In fact, this segment ranks first in saying they are not involved with their faith at all. Contributions to religious organizations are naturally low, while contributions to educational institutions and charities are above the national average.

Religious affiliations highest above average are Unitarian/Universalist (ranks number one of all the segments), Eastern Religions, Orthodox, Judaism and Episcopal.

The primary concerns of this group are Satisfying Job/Career (ranks number one of all segments), Companionship (ranks number two), Racial/Ethnic Prejudice, Social Injustice (ranks number one), Finding Life Direction and Neighborhood Crime and Safety.

Asked to identify programs and characteristics they would prefer in a church, these households are more

Figure 11Demographic segmentation

Figure 12Demographic segmentation

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likely to indicate Cultural Programs (ranks number two of all segments), Spiritual Retreats (ranks number one), Adult Theological Discussion Groups (ranks number one), Food Resources, Twelve-Step Programs, Emphasis on Global Mission (ranks number one) and Intellectual Worship.

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MARKETING STRATEGIES

After conducting extensive research on the orthodontics industry and digital marketing landscape,

the team has put together a list of digital marketing strategies to help Dr. Wine and Wicker Park

Orthodontics meet each of the stated marketing objectives.

MARKETING OBJECTIVE 1

Show up on the first page of Google’s search results

1. Design a new website and employ a new CMS provider

New Logo

The team recommends that Wicker Park Orthodontics revamp its website. The current

branding does not reflect the level of experience and knowledge of the practice. After speaking

with Dr. Wine about the possibility of creating a logo the team employed a graphic design

student, Jessica Minnis, to make an aesthetically appealing, relevant and professional logo shown

below:

The team selected this design from several sketches that Miss Minnis had developed.

The team felt that the shape of the design was different from the typical “cartoonish tooth” that

Dr. Wine wanted to stay away from.  Logos serve three main functions: identification, distinction,

and communication.  The team agreed that this design is professional and quickly identifies what

the business represents to the potential patient.  The logo is also distinct because it is unique from

other orthodontic clinics.  Lastly, this logo communicates to the potential patient who Wicker

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Park Orthodontics is by implying that they are clean, professional and modern in a visually

appealing way.  

The team understands that changing a logo can be a big undertaking for any business.

Because Wicker Park Orthodontics does not currently have a logo and uses the

Red/Brown/Yellow circle design that is on the header of their website, the team does not foresee

this as being a difficult switch.  The team spoke with Dr. Wine to discuss that the clinic will have

to change not only on the website but print materials as well.  Because the clinic has not changed

its print materials in several years, Dr. Wine agreed that it was time to order new materials that

include the new logo.

New Layout and Color Scheme

Along with the logo change, the team recommends changing the color scheme of the

website.  The team feels that red, yellow and brown are not typically colors that a person

would associate with a clean, straight smile.  By changing the color scheme to the dark blue,

light blue, and white that the new logo portrays, the team believes that the website will be

seen as cleaner, more professional and updated.  Appendix 2 is an infographic that depicts the

feelings and emotions customers have towards logo colors.  Blue is associated with depth and

stability and makes viewers feel comfortable, confident, calm and trusting (Sibley).  These

are all emotions that the team feels are important to associate with Wicker Park Orthodontics.

The color codes for the website are as follows:

Navigation bar and background Site Title H1, H2, H3 Body TextRed: 230 #074a7e #1e2b4d #2051bcGreen 170Blue: 235

The design should be kept minimal and should utilize white space to make the site

simpler to navigate and easier to read. Wicker Park Orthodontics should embrace the saying,

“less is more” when it comes to the website, keep text relevant, to the point and not overload the

viewer with photos.  Figure 9 shows a potential new website layout utilizing the new logo, color

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scheme and design using the CMS provider Squarespace. Squarespace is a unique CMS that has a

very user-friendly interface which also includes site hosting.  The monthly subscription for

businesses is $16 per month, or $192 per year.  They offer unlimited pages, galleries and blogs,

with unlimited storage, bandwidth and contributors (squarespace.com).  All Squarespace

templates are mobile-compatible with responsive designs so that they may be viewed on any

phone or tablet. They offer excellent customer support and there are several forums on their

website where users can find the answers to their questions.  

Sample Website Design

The team designed a new sample website layout to show Wicker Park Orthodontics

where they can take their current one.  Please note that there were some limitations to the design

of this website because it was created on a trial account on Squarespace. On the full version,

much more can be done which the team will make note of.  Figure 9 shows a screenshot of the

hypothetical new home page.  (Please note that the first image is what is seen “above the fold” or

before the viewer has to scroll down.) The first thing that was reconstructed by the team was the

navigation bar.  The current navigation bar on Wicker Park Orthodontics’ website looks like the

following:

About Us Meet the Doctors Treatment Patient Information Find Us/Contact Home

Types of Braces Your First Visit

Adult Treatment Financial Arrangements

Child Treatment Frequently Asked Questions

Links

Choose Your Band Color

The team recommends that Wicker Park Orthodontics reorder their navigation bar. The

Home option should be listed on the far left instead of the far right, as this is the most common

place for the Home button to be. Patient Information should be renamed Information for Patients,

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and a blog option will be listed. A blog option will also be added (implementation of a blog will

be discussed in depth later). Find Us/Contact will be renamed simply as Contact, and the

subpages under Information for Patients will be condensed. The new layout will be easier to

follow and navigate and is shown below:

Home Meet the Doctors Treatments Information for Patients Blog Contact

Adults Financial Information

Children Frequently Asked Questions

Types of Appliances Tour the Office

Your First Visit

The drop-down options under Information for Patients have been consolidated and listed in

alphabetical order.  The team feels that by rearranging the navigation bar to the above

example, the website will be much easier for viewers to navigate.

The Home page sample shown in Figure 13 is simple, clean, and professional looking.

The team believes that this layout will help move the viewer through the website. With the proper

tagging, and coding, the website will rise in the rankings on search engine result pages. There is a

clear call to action on each page in the footer, and throughout the body text urging the viewer to

visit the Contact page to book a consultation. The team will go further into depth about

improving SEO in recommendation 2. (Screenshots of the rest of the sample website are

included in the Appendix.)

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Hire a Professional

Since none of the employees at Wicker Park

Orthodontics are Figure 13Hypothetical webpage design and content

Navigation Bar

H1 header

Logo: seen on every page

Body Text

Internal Link

Call to Action

H3 header

Footer: seen on every page

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trained in website design, the team recommends that they hire a local website designer.

Squarespace’s website offers a list of recommended experts for hire in different price ranges

(http://specialists.squarespace.com/?filter=all). These individuals or firms specialize in graphic

design, website design, coding and setup. One developer located in Chicago is Tony Ham

Creative (http://specialists.squarespace.com/tony-ham-creative). They charge $75/hour or $1,500

per project. Hiring a professional to develop Wicker Park Orthodontics’ website will be a one-

time cost that they will pay for itself many times over. (These costs are shown in the budget

breakdown on page, 70.)

2. Improve website content and SEO

The content of Wicker Park Orthodontics’ website needs to be rewritten using keywords,

adding H1, H2 and H3 headers on each page, improving title tags, using internal and external

links, as well as adding alt text to photos. This can be done easily on Squarespace as the CMS

tool has SEO built in.

Keywords:

Chicago Orthodontist

Invisalign Chicago

Orthodontist in Chicago

Braces in Chicago

Figure 14Google Insights on keywords

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The team used Google Insights as a tool to determine which keywords are the most

effective for Wicker Park Orthodontics to utilize within their website, shown in Figure 14. After

searching for several relevant keywords regarding orthodontists, dentists, and oral care, “Chicago

Orthodontist, Invisalign Chicago, Braces in Chicago and Orthodontist in Chicago” ranked as the

most searched terms for the industry over time. The team has utilized these terms throughout the

reconstruction of the website to help boost search engine ranking. The team also used keywords

that are specific to Wicker Park Orthodontics such as, “Wicker Park Orthodontist, Adult

Orthodontics, and Child Orthodontics”. These additional keywords have been implemented in

the body text, headers, title tags, alt text, and in the meta description for the page. The coding for

this can be seen in Figure 15.

Meta Description

When Wicker Park Orthodontics is searched in Google the meta description states,

“State of the art, friendly orthodontic office in Wicker Park Bucktown specializing in children

and adults using the latest in tooth straightening techniques.”  The team recommends a new meta

description that will compete with several of their current competitors’ descriptions that rank on

Google search engine result pages.  After an evaluation of Wicker Park Orthodontics’

competition and keywords, the team recommends the following meta description: “Wicker Park

Orthodontics of Chicago, IL specializes in orthodontic treatments for children and adults.

How keywords are

implemented into CSS code

How meta descriptions are written into CSS

code

Figure 15Squarespace sample CSS code

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Offering In-Ovation, Damon Braces, Invisalign and more!”  This description is short, uses

keywords, and gives the location and the services that Wicker Park Orthodontics offers.

H1, H2, H3 Headers

Utilizing headers is very simple on the Squarespace interface. When writing text the user

is given the option to select which type of text they wish to use, and the CMS tool automatically

codes the text based on which header type is selected. Well-written H1, H2, and H3 headers will

help optimize Wicker Park Orthodontics’ website for search engines as well. Figures 16 and 17

give examples of what these headers look like on the sample website.

Title Tags

While Wicker Park

Orthodontics’ current website does

Figure 16H1& H2 headers from sample Squarespace

website

H1 Header

H2 Header

This is where the new meta

description will appear

H3 Header

Figure 17 H3 headers from sample Squarespace website

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utilize title tags, they are not optimized. The current title tags are not consistent and are too long

in several cases. On the sample website the team recommends changing the title tags to include

keywords by utilizing Squarespace’s SEO tools shown in Figure 18. These words will appear in

Internet browser tabs, and in search engine result lists. Optimizing these title tags will help

Wicker Park Orthodontics rank higher on search engines.

Wicker Park Orthodontics – dental metal braces treatment (Bucktown)Current Title Tag for the Types of Braces Page

Wicker Park Orthodontics – Braces TreatmentSuggested Title Tag for the Types of Appliances Page

By optimizing these title tags, Wicker Park Orthodontics website will be much easier for

search engine spiders to crawl through. This will ultimately help the site rank higher on search

engine result pages.

Internal and External Links

One of the best ways to get a website to rank higher on search engine result pages is

through links. When other people link to a website, whether this is by sharing an article from that

site on social media or including a direct link to that specific website in a blog post, their site

becomes more visible to search engine spiders. Spiders rank websites on search engine result

pages based on quality, relevance (keywords and content) and authority (are other people talking

about the site?). If other websites who have a high search engine ranking and domain authority

start talking about Wicker Park Orthodontics their search engine ranking may rise. Hiring a

blogger with a large following to write about their experience at Wicker Park Orthodontics would

be a good way to do this. SEO would improve if they include a link pointing to

wickerparkorthodontics.com.

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Alt Text

Adding a caption is Squarespace’s way of adding alt text to a photo.  In the case that a

photo does not load on a browser, text will show up to alert the viewer of what should be there.

Alt text is an important way to tell search engine spiders that a photo exists.  Spiders do not

recognize photos, and therefore, an untagged photo or image will go unnoticed on the website.

Another way to make photos and images noticeable to spiders is by using keywords or an

intuitive name for the image.  Instead of having an image named, IMG50683.jpg, name the image

Front_Entrance.jpg, so that the spiders will recognize these words and help the site rank higher in

search engines.

Sitemap

Because the team used a trial version of Squarespace, not all of the features, including

creating a sitemap, were available. The team recommends that Wicker Park Orthodontics

Figure 19Sample Tour the Office webpage featuring a gallery of photos to

show the viewer the office

Alt Text

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continue to have a sitemap on their newly designed website. Sitemaps are very important to

spiders because it helps them index and rank the content that is in the website. Spiders also help

visitors navigate the website, making it more user-friendly. Sitemaps that are located on the

homepage of a website let indexing occur faster. Sitemaps are also important when updates are

made to the website because spiders index the pages more quickly and inform search engines of

these changes (Optimus Online Thinking).

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MARKETING OBJECTIVE 2

Increase monthly website visitors to 300 per month

1. Strengthen relationships with patients

MailChimp

Wicker Park Orthodontics lacks an integrated Customer Relationship Management

(CRM) and email marketing strategy. They use a CRM platform called Sesame Communications

that sends patients reminders for their appointments and receives feedback via surveys. Wicker

Park Orthodontics’ reasoning for not utilizing an email marketing strategy is because the majority

of their patients come through word of mouth or dentist referrals.

The team recommends that Wicker Park Orthodontics invest in the email-marketing

platform, MailChimp. MailChimp can also be used as a CRM tool to import contact

information into a database that sends updates to the clinic. This may help establish a

stronger relationship between the clinic and the patients. It can also be used to send patients

updates about what is going on at the clinic.  To generate the most interaction, MailChimp

can track and segment content.

One way that MailChimp is able to achieve this is through unified subscriber profiles

that can present customized reports on how a particular campaign is performing. It can show

Wicker Park Orthodontics how many people are looking through the emails they send out

(open rates) to revenue reports. This platform can help Wicker Park Orthodontics understand

factors that may lead to higher patient retention.  MailChimp can track how patients are

interacting with the content that Wicker Park Orthodontics creates. They can see if patients

are sharing information with their networks and how they are engaging with information on

their website.

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Wicker Park Orthodontics can keep track of quirks and preferences with

MailChimp’s Notes function to follow up with subscribers directly from their profiles. This

way they can send segmented messages to each patient to strengthen relationships.

MailChimp’s time optimization option can recommend the best times to send email patients.

Introduce Email Marketing

The team recommends that Wicker Park Orthodontics use MailChimp to produce email

marketing campaigns. Emails should be sent biweekly with information about checkups, links to

blog posts, and any promotional opportunities that are taking place.  The team also recommends

that Wicker Park Orthodontics include special emails such as holiday greetings or birthday

wishes. MailChimp currently has over 400 templates in its database, which means that there are

plenty of opportunities for customizing the platform to get patients attention and to promote

interaction.

Figure 20MailChimp Reports

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The team recommends that Wicker Park Orthodontics create consistent and engaging

content for their emails.  Eye-catching subject lines that reflect the content and the mission of the

company are important. To keep improving patient interaction, the email template should have

direct links back to Wicker Park Orthodontics’ website.  

The emails should include images and headings associated with any special campaigns

that Wicker Park Orthodontics is running, with a link that directs the reader back to the website.

Social media icons should be included in the emails, with links embedded in them to lead patients

directly to each respective site. This way a patient can view Wicker Park Orthodontics’ social

media interactions on websites such as Facebook, Yelp, and Google+.

MailChimp provides analytics about all of their email-marketing campaigns.  These

analytics provide important information about the open rates and click through rates for each

campaign.  These will help Wicker Park Orthodontics determine whether or not each email

campaign is effective or not.  The open rate ranges for medical, dental and healthcare email

marketing campaigns are about 22.76%, and the average click through rate is 3.07%.  There is

also a soft bounce rate of 1.25%, which is much higher than some other industries.  Segmented

emails bring the highest open and click through rates.  There is an imminent need to develop a

customized experience for Wicker Park Orthodontics’ email marketing program so they project a

personal, individualized feeling to the customer.

Introduce e-newsletter Subscription on website

The team suggests that Wicker Park Orthodontics provide current and new patients with

the option to subscribe to email newsletters that feature latest trends in the orthodontic industry.

An effective email marketing campaign will help to retain patients by keeping them informed

about available services and interesting news in the dental and orthodontics industries.   The team

recommends creating a sign-up option on the new website’s contact page, shown in Appendix 12.

When a user signs up, they will be sent an automated notification that thanks them for subscribing

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to Wicker Park Orthodontics’ bi-weekly newsletters.  When subscribing to Wicker Park

Orthodontics’ e-newsletter there should be a quick survey asking them about what they would

like to see in their newsletter. This will give them an opportunity to received customized updates

based on their preferences.  Patients will always have the option to opt-out or unsubscribe from

the newsletter.

2. Create a blog

Wicker Park Orthodontics Own Blog

To improve the brand image of Wicker Park Orthodontics, the team recommends that

Wicker Park Orthodontics update their suggested blog biweekly -- which has been added to

the sample website. The blog should focus on interactive learning experiences that help

patients increase their knowledge of orthodontic care.  Each blog should be engaging and fun,

to increase website traffic and encourage communication between doctors and patients. A

sample editorial calendar for blogging and social media (discussed in Marketing Objective 4)

is shown below:

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Simplicity is key when

creating new blog posts.  Formats that are easy to follow and fairly quick to read are best for

blogs. Examples of these formats include:

10 Tips to Keeping a Healthy Smile Top Ways to Excite your Child about Getting Braces 5 Ways to Improve your Smile without Breaking your Budget How to Properly Brush your Teeth with Braces Top Xs when Y Top 5 Candies to Eat When Wearing Braces

An example of “Top Xs when Y,” can be seen below in a mock blog post created for the new

sample website.

Figure 21Sample editorial calendar for January & February

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Top 5 Candies to Eat When Wearing BracesThe Orthodontists at Wicker Park Orthodontics want to make your child’s

orthodontic treatment as painless as possible without eliminating the food they enjoy most: candy. Here are Wicker Park Orthodontics’ top picks for satisfying their sweet tooth, while still keeping a healthy smile!

1. Three Musketeers BarSoft and sweet, but not too gooey!

2. Hershey Bars The perfect amount of sweetness!

3. Peppermint Patties Refreshing!

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4. Kit Kat Bars Break me off a piece of this classic!

5. Hershey KissesIndividually wrapped, perfect for on the go!

Don’t be afraid to indulge yourself and visit our website for more facts about living with braces in Chicago! Click here for more fun facts about life with braces!

Regularly updating the Wicker Park Orthodontics website through the blog should

increase traffic to the website. Therefore, in order to optimize the blog, each post should have the

following aspects:

At least one call to action Promote conversation Easy to share Show a personal/ human side to Wicker Park Orthodontics Present the brand and personality of Wicker Park Orthodontics

As discussed in Marketing Objective 1 the website should use specific keywords, as seen

in Figure 14, to improve content and SEO. The same goes for the Wicker Park Orthodontics’

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Blog. Techniques used to optimize the overall website can also be applied to optimizing the blog

page, such as headers and meta descriptions. The overall purpose is to get the visitor to click and

read.

The Wicker Park Orthodontics blog will also be an efficient way to create consistency

among all social media sites. Linking back to blog pages and Wicker Park Orthodontics’ website

can be generated by liking and sharing on Facebook and on Google+. This will create more

interaction from visitors.

Getting Connected to Outside Bloggers

One of the main ways Wicker Park Orthodontics attributes receiving new patients is

through word of mouth. Mothers who are concerned about getting the best care for their children

often look to other mothers who are “experts” and deemed credible. “Mommy Blogs” are one

way in which parents obtain this information. Receiving referrals and reviews from some of the

top Mommy Bloggers in the Chicagoland area such as, Cher, the creator of the blog, Mom and

More, can be beneficial to increasing traffic to the website as well as increasing overall patients

with private insurance.

Figure 22Mom and More blog

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Potential prospects that could promote Wicker Park Orthodontics should be relatively

similar to Cher. As a stay at home mom of three children, she is a typical candidate to look into

the best orthodontic care for her children. She fits the typical market segment as she is married,

over 30 years of age, and upper-middle class. With her reach of mothers similar to her, through

her blog posts, she could potentially help increase awareness of Wicker Park Orthodontics across

Chicago. Even sharing an external link back to Wicker Park Orthodontics own blog page of

suggestions and typical orthodontics practices can increase their own web traffic and ultimately

expand their reach.

3. How SEO will increase monthly visitors

After fully optimizing their website with the recommendations from Marketing Objective

1, Wicker Park Orthodontics’ website will rank higher on search engines. Top ranking websites

are much more likely to increase webpage views. By ranking higher on search engines, Wicker

Park Orthodontics will bring more visitors to their website each month.

4. How social media, Yelp & Google + reviews increase website traffic

Wicker Park Orthodontics can benefit substantially from enhancing its Facebook, Yelp,

and Google+ presence. Many potential patients use these social media platforms each and every

day. For this reason, they provide Wicker Park Orthodontics with the opportunity to increase their

web traffic and online presence.

Yelp and Google+ can be powerful marketing tools if utilized appropriately. Both

platforms afford businesses the opportunity to inform potential customers about their business

and to receive feedback from their customers. When businesses receive positive online reviews,

they are viewed more favorably by potential customers. Customers are more likely to utilize the

services of highly rated businesses.

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MARKETING OBJECTIVE 3

Increase positive reviews on platforms such as Yelp and Google+

1. Engage with patients on Yelp and Google+

Yelp and Google+

Yelp and Google+ are invaluable tools for enhancing the reputation of a business and

conveying its value proposition to consumers. Because potential patients with private

insurance are likely to focus on the informational search stage of the buying process before

selecting and orthodontist, it is crucial for Wicker Park Orthodontics to build its online

presence on Yelp and Google+. To increase consumer participation, the team recommends

that Wicker Park Orthodontics through implement the following changes.

Encouraging Patient Participation

Motivating patients to write a review on Google+ or Yelp is an important step towards

increasing Wicker Park Orthodontics’ online presence. Users of Yelp and Google+ are an active

community; therefore registered users of both platforms are far more likely to write a review than

unregistered users. In order to acquire more active Yelp and Google+ users, it is crucial for

Wicker Park Orthodontics to respond with empathy on both platforms.

Yelp provides businesses with the opportunity to write a service description in the “From

the Business” section on the bottom. To differentiate from competitors, the team suggests that

Wicker Park Orthodontics build a compelling value proposition to emphasize its strong track

record in treating orthodontic patients and some of the toughest cases. Privately insured patients,

who are at the informational search stage of the purchasing cycle, want to insure that they are

receiving the best quality of care. Wicker Park Orthodontics can assure potential customers that

they are receiving quality care by conveying how they have fixed some of the worst orthodontic

cases. This way, Wicker Park Orthodontics can leverage its treatment of public aid patients in a

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way that attracts more privately insured patients. A Yelp page that emphasizes Wicker Park

Orthodontics’ value proposition will be conducive to attracting Yelp users to the business, and

will ultimately increase Yelp reviews.

Reminding patients to review is just as important as encouraging them to review. Wicker

Park Orthodontics should have a note on their receipts and invoices that invites the patient to

provide a Yelp or Google+ review. Additionally, a link to provide a Yelp or Google+ review

should be added to the main page of the Wicker Park Orthodontics website and Facebook.  This

gives customers who are revisiting the website or Facebook page the opportunity to provide a

review quickly if they have not already done so. To generate more positive reviews, the team

suggests that Wicker Park Orthodontics invite patients to provide a Yelp or Google+ review the

day they conclude their orthodontic treatment. Patients who are newly able to see the results of

their orthodontic treatment will be more likely to provide a positive review.

Build Relationships with Customers

Consumers are more likely to give a review when they feel that it matters. For this

reason, the team suggests that Wicker Park Orthodontics demonstrate awareness of the Yelp and

Google+ reviews they receive.  A simple way to do this is to quote a positive Yelp or Google+

review on the front page of the Wicker Park Orthodontics website.  This tells patients that they

care about the reviews they receive, while giving that positive review extra visibility.

Additionally, Wicker Park Orthodontics should respond to both the positive and negative reviews

that display on Yelp and Google+. This gives Wicker Park Orthodontics the opportunity to

remedy unsatisfied patients.  Conversely, responding to positive reviews can reinforce the

satisfaction that happy patients experience.

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MARKETING OBJECTIVE 4

Increase the number of private patients

1. Create social media content and engage with patients on each platform

Facebook

Having 6,941,720 users and a penetration rate of 53.2% in Illinois, Facebook is a

lucrative space for Wicker Park Orthodontics to interact with and obtain prospective patients with

private health insurance. By creating a Facebook brand page to leverage the friend networks of

Facebook users and the average 4.74 degrees of separation between pairs of Facebook users in the

U.S., Wicker Park Orthodontics could increase its visibility, and its ability to influence the

purchasing behavior of prospective patients with private health insurance.

To maximize the interactions with potential patients who have private health insurance,

the team recommends that Wicker Park Orthodontics create a Facebook Brand Page, and personal

Facebook Pages for Dr. Moss, Dr. Wine, Dr. Siargos, and Dr. Dustoor to serve as Brand Page

administrators. Additionally, the team recommends that the purpose of the Wicker Park

Orthodontics Brand Page is to:

Clearly convey the practice’s compelling value proposition to potential patients Improve consumer participation Strengthen and display pre-existing ties to the Chicago community Develop new ties to the Chicago community Provide meaningful content to multiple social circles Seek and procure patients Extend current Doctor/Patient relationships outside of the office and into the digital

world

To obtain the recommended purpose, the following strategies should be implemented

across all pages.

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Facebook Dialogue Strategy

Listen

Below are 5 recommendations on how Wicker Park Orthodontics can become an

effective listener:

1. Prepare to listen: Determine which friends within the social circles of Wicker Park Orthodontics, and within each friend’s social circles, are prospective patients

2. Empathize: Identify with the interest or concern of the prospective patient

3. Listen to the tone: Understand the significance of what the prospective patient is saying

4. Listen for ideas, not just words: Assemble the photos, videos, shared posts, status updates, and interests of prospective patients to reveal who they are, how to reach them, and how Wicker Park Orthodontics can obtain their business

5. Wait and watch for non-written communication: Monitor for prospective patients’ photos and videos, due to their higher levels of engagement

By attentively monitoring the conversations of targeted users, Wicker Park Orthodontics

will be in a position to identify opportunities and partake in conversations that are related to the

practice’s brand and services. The team recommends that Wicker Park Orthodontics respond to

the social media opportunities presented by using the following strategy

Respond

Friends find the time to speak with each other. Similarly to when a friend sends a text

message and expects a timely response, so will the network of friends that follow Wicker Park

Orthodontics. By attentively monitoring targeted users, insertion points for Wicker Park

Orthodontics to increase awareness and demonstrate brand and service value will present

themselves. Within this window of opportunity, if a non-written response is viable, Wicker Park

Orthodontics should use photos, videos, a link to request an appointment, links to informative

articles, and in-house blog posts to:

Improve SEO: o Direct prospective patients to Wicker Park Orthodontics’ website

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o Direct potential patients to Wicker Park Orthodontics’ blog to increase the domain authority

o Obtain inbound links from top level domainso Share outbound links from top level domains

Display community involvement: o Share the results of any charitable donations, such as Walter Payton College Prep

and Lane Tech College Prep o Share Wicker Park Orthodontics’ yearly support of Chicago artistso Show the dedication to improving the health and wellbeing of all Chicagoans by

providing treatment low income familieso Explain Wicker Park Orthodontics’ use of environmentally friendly products

Exhibit how Wicker Park Orthodontics can help them:o Individualized treatment planso Provide support through the sharing of knowledgeo Trends within orthodontics

Demonstrate the types of treatments Wicker Park Orthodontics offers:o Direct prospective patients to Wicker Park Orthodontics’ website to view the full

list of offered appliances Describe how Wicker Park Orthodontics is different:

o Demonstrate Wicker Park Orthodontics’ strong track record of treating patients and thousands of the toughest cases

o Explain that Wicker Park Orthodontics aims to improve the health and wellbeing of Chicagoans through orthodontic treatments, and the support of athletic programs

o Explain how Wicker Park Orthodontics is the best value for them:o Emphasize Wicker Park Orthodontics’ strong track record of treating patients and

thousands of the toughest caseso Display the financial value of a free consultation, flexible payment plan,

and promotional opportunitieso Extensive experience with challenging treatment planso Promotionso Involvement with multiple orthodontic societies

Follow

Wicker Park Orthodontics should send a friend request to prospective patients in order to

easily monitor and partake in conversations throughout their social circles, and within their

friends’ social circles. Additionally, this strategy should also be used with current patients. By

doing so Wicker Park Orthodontics will be able to increase its reach.

Get Involved:

A meaningful echo occurs when one person comments to another during a casual

conversation, and then, at a later and opportune moment, repeats the remark with greater

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emphasis. When the user recalls the previous comment, it will transition from meaningless to

meaningful.  To orchestrate a meaningful echo, Wicker Park Orthodontics should seek out and

engage users within the Chicagoland Facebook communities that talk about:

Chicago Wicker Park & Bucktown Neighborhoods listed within the segmentation method Wicker Park Orthodontics Wicker Park Orthodontics’ core beliefs Orthodontics Orthodontic offices within Chicagoland Dentistry offices within Chicagoland Adult healthcare Oral care Childcare Parent training skills Youth social programs Orthodontic societies Supported educational organizations Local businesses

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Set Goals

Setting S.M.A.R.T. goals for the Facebook brand page is essential. S.M.A.R.T. goals

will assist Wicker Park Orthodontics with prioritizing what needs to be accomplished, and a plan

for getting there. For a goal to be S.M.A.R.T., it should be Specific, Measurable, Achievable,

Realistic, and Timely. To measure S.M.A.R.T. goals, the team recommends that Wicker Park

Orthodontics use Facebook Insights.

Facebook Insights is an extension for Facebook brand pages, and provides users with a

variety of analytics on a page’s performance. To achieve the listed objectives, the team

recommends that Wicker Park Orthodontics develop S.M.A.R.T. goals for the following

social media efforts:

Figure 23S.M.A.R.T. Goals

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Page like growth: More friends means more reach

Reach: The number of people who see Wicker Park Orthodontics’ posts

Engagement: Liking, commenting on, and the sharing of Wicker Park Orthodontics’ posts results in showing-up on friends’ newsfeeds

Figure 24Facebook Insights

Figure 25Facebook Insights

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Audience Demographics: Age, gender,

location, interests, behavior

Through the measurement of social media efforts, Wicker Park Orthodontics will obtain an

accurate understanding of the type of content that generates a high click-through rate, what users are

the most engaging, the follower growth rate, the practice’s enthusiasts, and the target patients’

identity. Additionally, by using Facebook Insights, the business acumen of Wicker Park Orthodontics

will be more impactful and accurate. To obtain the aforementioned findings, the team recommends

that Wicker Park Orthodontics analyze the aggregated data from Facebook Insights once a month,

and at the end of any campaigns.

Facebook Content Strategy

Content Optimization

Generating engagement is the most important of the

listed social media efforts, and a way for Wicker Park

Orthodontics to improve consumer participation and develop

new ties to the community. To facilitate engagement, Wicker

Park Orthodontics should focus on generating content that is

relevant and valuable to the target audience. Doing so will

result in:

An increase in “likes’ An increase in “shares” Displaying the content on a greater number of

users’ timelines Reaching a larger group of users Introducing a greater number of users to Wicker

Park Orthodontics A higher domain authority for Wicker Park

Orthodontics’ website

Figure 26Facebook Insights

Figure 27Facebook photo engagement

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Wicker Park Orthodontics can achieve this by following the team’s recommendations

about “listening”, the analytics accumulated by Facebook Insights, a clear call-to-action,

structuring interactions around the value proposition, and by monitoring for non-written

communication. Additionally, occasional posts should ask users to “like or “share” to increase

engagement, followers, and Wicker Park Orthodontics’ reach. To monitor the results of the

optimized content, the team recommends that Wicker Park Orthodontics perform a monthly

evaluation of the analytics on Facebook Insights.

Content Map

Using a content map will provide a structured approach for interacting with potential

patients throughout all stages of the purchasing cycle. By determining which stage the potential

patient is in and the persona profile they align

with, Wicker Park Orthodontics can format a

strategy to determine the type of content, the

subject of the content, its message, and the

projected outcome. It is recommended that a

content map be created for each segment and

every stage of the purchasing cycle. Once

completed, it should be saved, and then audited to

determine if the plan prompted the prospective patient through the remaining stages of the

purchasing cycle, and brought them into the office for an individualized treatment plan.

Illustrated below is an example content map for the single adult segment. While the

example shows specific titles and steps for each cell, Wicker Park Orthodontics is not limited to

the example’s structure, and should alter the steps to suit a different business objective.

Figure 28Women & Facebook usage

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What Is The Best Time To Post?

The team recommends that Wicker

Park Orthodontics initially post between

6am - 8am or 2pm - 5pm on weekdays, and

two times on every Wednesday and Friday.

When directing Facebook users to Wicker

Park Orthodontics’ website, the team recommends

that the post should be done between 1pm - 4pm, because that is when Facebook has the highest

average click-through rate.  

After monitoring the results on Facebook Insights, the

team recommends that Wicker Park Orthodontics should

determine if the amount of posts and timing are generating

the highest click-through rate and the best results. If they are

failing to do so, Wicker Park Orthodontics should adjust their

post quantity and times to the data provided by Facebook

Insights. Additionally, they should evaluate their strategy

every three months to determine if an adjustment needs to be

made.

Potential Facebook Layout

The layout of the Facebook brand page should be visually engaging and should

link to Wicker Park Orthodontics’ website. To accomplish this, Wicker Park

Orthodontics’ should use their logo as a profile picture. The cover photo should be

Figure 30Best times to post on Facebook

Figure 31Highest click-through rate on Facebook

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modern and have a text-based or visual call to action for visitors. Additionally, they

should have a photo of each orthodontist in their Facebook photos.

In the “About” section of the Facebook brand page, Wicker Park Orthodontics

should differentiate themselves from competitors. The team recommends that Wicker

Park Orthodontics use the same value proposition as Yelp and Google+ to maintain a

consistent appearance to potential patients, and emphasize its strong track record in

treating orthodontic patients and thousands of the toughest cases. Additionally, Wicker

Park Orthodontics should list their hours of operation, phone number, and links to the

Wicker Park Orthodontics’ website, Yelp, and blog pages. Doing so will provide users

with a track record of Wicker Park Orthodontics’ success, the ability to schedule an

appointment, and the potential to increase the domain authority of their website.

2. Google AdWords:

Keywords

Figure 32Facebook brand page

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The team recommends that Wicker Park Orthodontics continue to use the ad groups

“Orthodontist” and “Braces General” because they have generated the most sessions, but no

longer use the other listed ad groups listed in Figure 33. Wicker Park Orthodontics should

create an AdWords campaign for adults seeking treatment and a campaign for adults

seeking child treatment. To fund the recommended campaigns, Wicker Park Orthodontics

should allocate $1000 of their budget to bid on the keywords associated with the

“Orthodontist” and “Braces General” Ad Groups, and keywords for new advertisements.

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Figure 33Data from Google AdWords

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To rank higher on search engine result pages for adults seeking treatment, Wicker Park

Orthodontics should bid on the keywords: Chicago Orthodontist, Invisalign Chicago, Braces in

Chicago, Orthodontist in Chicago, Wicker Park Orthodontist, and Adult Orthodontics. “Wicker

Park Orthodontics of Chicago, IL specializes in orthodontic treatments for children and adults.

Offering In-Ovation, Damon Braces, Invisalign and more!” should be used as the

advertisement’s meta description. The landing page of the advertisement take the viewer to the

“Contact” page of the Wicker Park Orthodontics’ website. This will lower Wicker Park

Orthodontics bounce rate and increase the number of potential patients. Furthermore, the

advertisement should be linked to the Wicker Park Orthodontics’ Google+ page to assist Google

with the advertisement’s accuracy and ideally obtain a “+1”. To reach adults seeking treatment,

Wicker Park Orthodontics should target the advertisement based on the following demographics:

Single female High-income Non-smoker Visited a dentist’s website recently The zip codes 60657 (Lakeview), 60647 (Logan Square/Wicker Park), 60622 (Wicker

Park/Ukrainian Village), 60614 (Lincoln Park), 60623 (North/South Lawndale), and 60608 (Lower West Side)

To rank higher on the search engine result pages of adults seeking treatment for

children, the advertisement should bid on the keywords: Chicago Orthodontist, Invisalign

Chicago, Braces in Chicago, Orthodontist in Chicago, Wicker Park Orthodontist, and Child

Orthodontics. The team recommends that Wicker Park Orthodontics use the same meta

description as above. The landing page should also be the “Contact” page of their website.

This ad should also be linked to their Google+ page. To reach adults seeking treatment for

children, Wicker Park Orthodontics should target the advertisement based on the following

demographics:

Married man or woman High-income Non-smoker Have recently visited a dentist’s website

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The zip codes: 60618 (Avondale), 60614 (Lincoln Park), 60647 (Logan Square/Wicker Park), 60622 (Wicker Park/Ukrainian Village), 60632 (Archer Heights), and 60657 (Lakeview)

The team recommends that current and future AdWords campaigns are evaluated

monthly to determine if the geo-targeting is accurate, the budget is set accordingly, and the

advertisements are generating new patients. If the campaigns need adjustment, Wicker Park

Orthodontics should use demographic data from Facebook Insights, MailChimp, and current

patients with private health insurance to formulate a strategy with greater accuracy.

3. How SEO will help grow private patients

Once Wicker Park Orthodontics’ website is fully optimized with the recommendations

from Marketing Objective 1, the website should be ranking much higher on search engines.

When potential patients are searching online for local dentists and orthodontists in

Chicago/Wicker Park, they will see Wicker Park Orthodontics’ website near the top. Top ranking

websites are much more likely to convert clicks to webpage views. The more traffic that Wicker

Park Orthodontics can bring to their website, the higher their potential for private patients will

grow.

4. How positive reviews will help grow private patients

Increasing positive reviews on platforms such as Google+ and Yelp will not only boost

the reputation of Wicker Park Orthodontics but will ultimately help grow the overall private

patient cliental. Patients who are searching for orthodontists through no referrals look to reviews

online for reassurance. If reviews from personal experiences are positive, more private clients are

likely to set up a consultation of their own and experience it for themselves.

5. Google+

Wicker Park Orthodontics should establish a greater presence on Google+ due to the

78,454 views, and the growth rate of users between the ages 45 and 54. To do so, Wicker Park

Orthodontics should update the profile picture to the practice’s logo, respond to reviews, list in-

house blog posts, procure followers, and upload additional photos. Additionally, if the photos on

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the practice’s website change, as well as the cover photo on Google+. Below are the current and

recommended layouts of Wicker Park Orthodontics’ Google+.

Figure 34Current Google+ layout

Figure 35Recommended Google+ layout

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GAANT CHART & TIMEFRAME

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BUDGET BREAKDOWN

Item Cost Time Period Total

Squarespace $16/month 1 year $192

Web Developer $1,500/project One-time payment $1,500

Social Media Intern $8.50/hour 150 hours/year $1,275

MailChimp $120/year 1 year $120

Google AdWords $1,000 1 year $1,000

Sum of Costs $4,087

The budget consists of five items that the team has deemed necessary to achieve the objectives of

Wicker Park Orthodontics. The expenses associated with Squarespace and web development will go

towards optimizing Wicker Park Orthodontics’ online platform. The costs will go towards developing the

website and hosting it. MailChimp will help with Wicker Park Orthodontics’ email marketing

campaigns, and AdWords will help attract customers through advertising. These services are crucial for

Wicker Park Orthodontics to reach their goal of attracting more privately insured patients. Hiring a social

media intern will help Wicker Park manage its social media presence.

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EVALUATION

MARKETING OBJECTIVE 1

1. Design a new website and employ a new CMS provider

a. Analyze the Squarespace and Google Analytics to see if engagement with the website has

changed, i.e.) increased visitors, increase duration of visit, etc.

b. Compare the differences in navigation between the current website and the new one.

c. Ask patients if the new website is easier to understand and navigate through surveys.

2. Improve website content and SEO

a. Use SEOMoz to determine whether or not Domain Authority has increased. Analyze how

many people have started to link to Wicker Park Orthodontics compared to the previous

website.

b. Use SEOMoz to determine where the website ranks on search engines after optimizing

keywords and rewriting the content. Compare these results to the current standing of the

website.

MARKETING OBJECTIVE 2

1. Strengthen Relationships with Patients

a. Compare the use of MailChimp as an email marketing and CRM provider with their current

usage of Sesame Communications.

b. Conduct surveys to measure how patients view Wicker Park Orthodontics after the switch to

MailChimp.

2. Introduce Email Marketing

a. Review reports from MailChimp to learn if patients are interacting with the targeted emails.

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b. Analyze MailChimp data and reports frequently to see if the open rate of emails and click-

through rates for the website improves.

3. Introduce e-newsletter Subscription on website

a. Conduct a survey to measure how visitors respond to their subscription.

b. Monitor the number of new subscribers from the beginning to the end of a campaign and

compare these numbers to the previous campaign.

MARKETING OBJECTIVE 3

1. Engage with patients on Yelp and Google+

a. Analyze the change in number of reviews.

b. Compare the attitudes of individuals before and after responding to their reviews.

c. Keep record of the number of positive and negative reviews on Yelp and Google+.

MARKETING OBJECTIVE 4

1. Create Social Media content and engage with patients on each platform

a. Set S.M.A.R.T. goals and audit content maps through the stages of the purchasing cycle.

b. Analyze their Facebook insights month-to-month and at the end of any social media campaigns

i. Page-Like Growth

ii. Reach

iii. Engagement

iv. Audience Demographics

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CONTINGENCY PLAN

MARKETING OBJECTIVE 1

Show up on the first page of Google’s search results

If Wicker Park Orthodontics is turning up on the first page of Google’s search results

through our previous suggestions, alternative actions include:

a.      Reevaluate current usage of Squarespace with Google Analytics to see if desired

increases occurred; if not make changes to content management such as using Wordpress

instead.

b.     Analyze how the changes in the new website affected overall user experience and if

each aspect of the new website is not optimized make necessary changes.  

c.      Evaluate if using SEOMoz has increased external links to Wicker Park Orthodontics

website.

d.     Determine if the chosen optimized keywords have affected the ranking of Wicker

Park Orthodontics, if not Wicker Park Orthodontics should make additions and deletions

to content where advised.

MARKETING OBJECTIVE 2

Increase monthly website visitors to 300 per month

If an increase of monthly website visits does not increase to at least 300 per month,

alternative actions include:

a.      Determine if MailChimp as email marketing and CRM tool is effective. If desired

outcomes are not reached consider upgrading MailChimp service where budget allows.

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b.     Analyze which emails create the most interaction with customers and mirror content

that generates the most click-through and conversion rates.

c.      Reevaluate how e-newsletter subscription affects numbers of visitors to the Wicker

Park Orthodontics website, if increases are not met, reschedule send out dates and times.

MARKETING OBJECTIVE 3

Increase positive reviews on platforms such as Yelp and Google+

If number of positive reviews on online forums such as Yelp and Google+ are not

generated in a given period of time, alternative actions include:

a.      Determine if current strategy to get patients to write a review is affective, if not

consider changes in follow up email response time and vocalizing more appreciation of

positive reviews

b.     Reevaluate how Wicker Park Orthodontics responds to individuals, if changes did

not improve attitudes determine when and how responses should be delegated to generate

not just more reviews, but more positive reviews.

MARKETING OBJECTIVE 4

Increase the number of private patients

If number of private patients does not increase, alternative actions include:

a.      Determine if social media changes increased reach to private patients, if not

determine which platforms had the most effective campaigns and increase activity on

those specific forums.

b.     Redirect focus from social media to other aspects such as advertising if campaigns

are not effective and numbers do not increase at all.

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CONCLUSION

Wicker Park Orthodontics is a credible orthodontics clinic that treats some the most severe cases

of both public and privately insured patients in the Chicagoland area. Wicker Park Orthodontics has the

opportunity to expand their private insured patient reach though strategic online positioning. Through a

new CMS provider, website layout, and improvements in SEO, Wicker Park Orthodontics has the

potential to move up the ranks in Google’s search results. Wicker Park Orthodontics is also in a position

to increase monthly website visitors to 300 per month by building on their already strong relationships

with their patients. A new integrated CRM and email marketing strategy can create more traffic to their

website. Engaging on social media, such as blogs and Facebook, may also increase website hits.

Interaction with online users is key to create a positive reputation on platforms such as Yelp and Google+.

Being proactive and reactive are ways to improve the overall engagement with patients and ultimately

increase business. The team’s suggestions are all able to be implemented under the $5,000 budget and

may give them a true advantage by setting Wicker Park Orthodontics apart from the competition.

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WORKS CITED

"All Traffic." Google Analytics. Google, 8 Sept. 2014. Web. 14 Oct. 2014. <https://sakai.luc.edu/access/content/group/MARK_380_101_1858_1146/Project%20Resources/Clients/Analytics%20www.wickerparkorthodontics.com%20All%20Traffic%2020140809-20140908.pdf>.

"August Snapshot." Google AdWords. Google, 1 Sept. 2014. Web. 14 Oct. 2014. <https://sakai.luc.edu/access/content/group/MARK_380_101_1858_1146/Project%20Resources/Clients/GoogleAdWords.jpg>.

Backstrom, Lars. "Anatomy of Facebook." Anatomy of Facebook. Facebook, 21 Nov. 2011. Web. 24 Nov. 2014.

Darryn. "Importance of a Site Map." Optimus Online Thinking. Optimus01, n.d. Web. 15 Nov. 2014. <http://www.optimus01.co.za/importance-of-a-site-map/>.

"Dashboard for wickerparkorthodontics." SEOMoz. SEOMoz, n.d. Web. 4 Oct. 2014. <http://analytics.moz.com/dashboard/overview/3990007.677007>.

"Dental Practice Marketing." Sesame. N.p., n.d. Web. 27 Sept. 2014.   <http://www.sesamecommunications.com/>.

"External Links." SEOMoz. Moz, n.d. Web. 26 Oct. 2014. <http://moz.com/learn/seo/external-link>.

Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." The Best and Worst Times to Post, Pin & Tweet [Infographic]. Hubspot, 30 Apr. 2014. Web. 24 Nov. 2014.

Mc.Quarrie, Edward F., Shelby H. Mcintyre, and Ravi Shanmugam. What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect. Santa Clara University, 1 Feb. 2013. Web.

"Medicaid and CHIP Eligibility Levels." Medicaid and CHIP Eligibility Levels. Centers for Medicaid and Medicare, n.d. Web. 24 Nov. 2014.

"Orthodontist Chicago." Get It Straight Orthodontics. Sesame Design, n.d. Web. 26 Oct. 2014. <http://www.getitstraight.com/>.

"Orthodontist Chicago." Gold Coast Orthodontics. Sesame 24-7, n.d. Web. 26 Oct. 2014.<http://www.goldcoastorthodontics.com/>.

"Orthodontist Chicago." Orthocenters. Televox, n.d. Web. 26 Oct. 2014.<http://www.orthocenters.org/>.

"Orthodontist Lakeview." Windy City Orthodontics. Sesame 24-7, n.d. Web. 26 Oct. 2014.<http://www.windycityortho.com/>.

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Peneycad, Matthew. "Building Relationships by Proactively Initiating a Dialogue on Social Media." Social Media Today. Social Media Today, 17 Sept. 2013. Web. 24 Nov. 2014.

"Per Capita Disposable Income." IBISWorld Business Environment Profiles. September 2014 ed. IBISWorld, n.d. Web. 4 Oct. 2014.

<http://clients1.ibisworld.com/reports/us/bed/default.aspx?bedid=33>.

Prager, Danielle. "How To Set Measurable Goals for Your Social Media Marketing." Unbounce Latest Posts RSS. Unbounce, 11 Mar. 2014. Web. 24 Nov. 2014.

"SEO Analysis." SEORCH. N.p., 12 Oct. 2014. Web. 12 Oct. 2014. <http://seorch.eu/seo-check/wickerparkorthodontics-com-2014-10-12-07-90-13.html>.

"SEO Tutorial." Tutorials Point. tutorialspoint.com, 2014. Web. 26 Oct. 2014.<http://www.tutorialspoint.com/seo/index.htm>.

"Sesame Communications." Pitch Engine. N.p., n.d. Web. 27 Sept. 2014.<http://pitchengine.com/brands/9b0caaff-4641-4e63-9624-d67bb4272c12>.

Sibley, Amanda. "What Does Your Logo Color Really Mean?" Hubspot. Hubspot, 9 Apr. 2014. Web. 13 Nov. 2014.

<http://blog.hubspot.com/marketing/what-does-your-logo-color-really-mean-infographic>.

Smith, Aaron. "6 New Facts about Facebook." Pew Research Center RSS. Pew Research Center, 3 Feb. 2014. Web. 22 Nov. 2014.

"Specialists." Squarespace. Squarespace, n.d. Web. 10 Nov. 2014. <http://specialists.squarespace.com/?filter=design,cheap>.

"United States Internet and Facebook Usage State by State." United States Internet and Facebook Usage State by State. Miniwatts Marketing Group, n.d. Web. 24 Nov. 2014.

"U.S. Lifestyles Segment Group Menu." U.S. Lifestyles Segment Group Menu. Percept Group, n.d. Web. 24 Nov. 2014.

"View Source." Wicker Park Orthodontics. Scientists of Media, n.d. Web. 26 Oct. 2014. <view-source:http://www.wickerparkorthodontics.com/>.

Weaver, John. "Market Segmentation." Bournemouth University. Bournemouth University and University of Plymouth, n.d. Web. 24 Nov. 2014.

Whitesides, Joseph. "Socio-demographics of Adult Orthodontic Visits in the United States." Science Direct. American Journal of Orthodontics and Dentofacial Orthopedics, Apr. 2008. Web. 24 Nov. 2014.

“Wicker Park Orthodontics - Google+." Wicker Park Orthodontics - About - Google+. Ed. Wicker Park Orthodontics. N.p., n.d. Web. 14 Oct. 2014.<https://plus.google.com/u/0/116519488672818122737/about>.

Wicker Park Orthodontics. Scientists of Media, 2012. Web. 14 Oct. 2014.

80

<http://www.wickerparkorthodontics.com/>.

"Wicker Park Orthodontics." Wicker Park Orthodontics. Ed. Wicker Park Orthodontics. N.p., n.d. Web. 14 Oct. 2014. <http://www.yelp.com/biz/wicker-park-orthodontics-chicago>.

"6 Ways to Get Google and Yelp Reviews." Yola. N.p., 26 July 2013. Web. 16 Nov. 2014.

"# Females Never Married." N.p.: n.p., n.d. N. pag. Simply Map. Web. 24 Nov. 2014. <https://www.simplymap.com/login.html>.

"# Households with Insurance." N.p.: n.p., n.d. N. pag. Simply Map. Web. 24 Nov. 2014. <https://www.simplymap.com/login.html>.

"# Middle Aged Adults with Children with High Income." N.p.: n.p., n.d. N. pag. Simply Map. Web. <https://www.simplymap.com/login.html>.

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APPENDIX

Email Communication Regarding Wicker Park Orthodontics

Homan, Frances Sat 9/27/2014 2:00 PMSent ItemsTo: Barnes, Sarah <Sbarne6@luc.edu>; Hi Professor Barnes!

I hope you're having a nice weekend!  I was wondering if you could ask your husband a few questions about Wicker Park Orthodontics for me.

1.  What exactly does he use Sesame for?         Did he create his website through them?        How does he use their email marketing portion?        Does he track sales through them?2.  Does he have a sample email that is sent out to patients?3. How big is his email list?4. What is his average open rate and click through rate?

I also just wanted to confirm that we are going to meet with you at 7pm on Tuesday after class.  Also, I will send most of the 1st part of our paper over to you Monday afternoon for you to look over for us.

Thank you!

FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379-------sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Mon 9/29/2014 9:37 AMInboxTo: Homan, Frances; Hi Frances,

Sorry for the delay. 

Please see below.

On Sat, Sep 27, 2014 at 2:00 PM, Homan, Frances <fhoman@luc.edu> wrote:Hi Professor Barnes!

I hope you're having a nice weekend!  I was wondering if you could ask your husband a few questions about Wicker Park Orthodontics for me.

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1.  What exactly does he use Sesame for? FOR PATIENT SCHEDULINGDid he create his website through them? NO. THEY USE SCIENTISTS OF MEDIA How does he use their email marketing portion?   WICKER PARK DOES NOT HAVE AN EMAIL MARKETING PROGRAM. AS I SAID IN CLASS, THEY HAVE A SERVICE EMAIL PROGRAM, BUT THAT IS COMPLETELY DIFFERENT THAN A MARKETING PROGRAM. A SERVICE EMAIL IS ONLY TO BE USED FOR REMINDERS, AND SCHEDULING. 

Does he track sales through them?2.  Does he have a sample email that is sent out to patients? AGAIN, THIS IS A SERVICE EMAIL - NOT TO BE CONFUSED WITH A MARKETING EMAIL.  3. How big is his email list? SEE ABOVE4. What is his average open rate and click through rate? N/A-------Homan, Frances Mon 9/29/2014 9:47 PMSent ItemsTo: Barnes, Sarah <Sbarne6@luc.edu>; Hi Professor Barnes!

Attached is my group's rough draft for the first part of the paper.  We are excited to talk with you tomorrow.  Please disregard the awkward highlighting on some of the text, when I was copying and pasting it from the GoogleDoc I couldn't edit out some of the formatting. I will obviously fix that by the time the final draft is due.

Thanks!

FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379-------sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Tue 9/30/2014 9:21 AMInboxTo: Homan, Frances; Hi Fran,

Please see attached for comments. 

I did not complete the entire document, just because content is really lacking. Go through the comments and let me know if you need more direction. Essentially, your team needs to dig deeper, and analyze what's going on. The questions that I provided are just to help guide you. There's also a digital assessment in Sakai that I've provided too. Screenshots, looking at metrics, and analyzing them really needs to be a part of this process.

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Thanks,

Professor Barnes-------Homan, Frances Tue 10/28/2014 7:09 PMSent ItemsTo: Barnes, Sarah; Cc: Martini, Sami; Jaime, Louis; Dwivedi, Annanya; Sanks, Michelle;

Here is our revised Part I for Wicker Park Orthodontics!  And also a reminder that we will be meeting after class next Tuesday!

Thanks for chatting with us today!

FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379-------sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Wed 10/29/2014 1:40 PMInboxTo: Homan, Frances; Cc: Martini, Sami; Jaime, Louis; Dwivedi, Annanya; Sanks, Michelle;

Hi team,

Much improved!!! Good work, and thank you for making the edits so quickly. I will keep the hard work that you've put into this in mind when I do the final grading. 

See attached for comments - just a few more for you to work through / edit. Send the next version to me and I'll forward to WPO.

Best,

Professor Barnes------Homan, Frances Wed 10/29/2014 9:42 PMSent ItemsTo: Barnes, Sarah; Cc: Martini, Sami; Jaime, Louis; Dwivedi, Annanya; Sanks, Michelle; Hi Professor!

Here are the corrected edits!  Thanks for getting back to us.  We are looking forward to seeing what Dr. Wine has to say about the paper.

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FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379------sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Wed 10/29/2014 10:22 PMInboxTo: Homan, Frances; Cc: Martini, Sami; Jaime, Louis; Dwivedi, Annanya; Sanks, Michelle;

Forwarded! I'll keep you posted.-------sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Thu 10/30/2014 9:01 PMInboxTo: Homan, Frances; Cc: Martini, Sami; Jaime, Louis; Dwivedi, Annanya; Sanks, Michelle;

Hi all,

Dr. Wine will be stopping by the end of class on Tuesday to meet with the other group. Would you also like to meet with him?

Please let me know.

Best,

Professor Barnes------- Homan, Frances Sun 11/2/2014 12:46 PMSent ItemsTo: Barnes, Sarah;

Yes we would!

Thank you for letting us know!

FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379-------

85

Homan, Frances Mon 11/3/2014 11:21 PMSent ItemsTo: Barnes, Sarah <Sbarne6@luc.edu>; Hi Professor Barnes!

Just wanted to send this to you as a side note to the email I just sent you. My group had a really good meeting tonight (minus one person).  As you can see we created that list of deadlines to get everything done, and we'd like to talk through a few things with you tomorrow.

I have a few SEO related questions as well that maybe we could set up a time to meet and talk about outside of class, perhaps next Monday? I don't know what your schedule is like with work so let me know!

Thank you so much for your advice by the way.  I really appreciate it.

Fran Homan

Frances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379------- Homan, Frances Mon 11/3/2014 10:38 PMSent ItemsTo: annanyadwivedi1@gmail.com; Sanks, Michelle; smartini1993@gmail.com; louisjaime@gmail.com; Cc: Barnes, Sarah <Sbarne6@luc.edu>;

Dear Professor Barnes,

We wanted to give you and Dr. Wine an update of what we have planned for Part 2 of our digital marketing plan for Wicker Park Orthodontics

Who is responsible for what:Fran: SEO & Website DesignLouis: Social Media & Online AdvertisingAnnanya: Infographic about the target audience, Email Marketing & CRMSami: Budge Breakdown, Timeline/Gaant ChartMichelle: Contingency Plan, Minutes, Milestones, Agendas, BlogEveryone: Executive Summary

Objectives: 1. Be on the first page of Google's search results (Fran, Michelle)2. Increase monthly visitors to 300 per month (Louis & Annanya, Michelle)3. Increase positive reviews on platforms such as Yelp (Louis, Annanya, Michelle)4. Increase number of private patients (Louis, Annanya)

What we plan to ask Dr. Wine tomorrow: 

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Do you want us to create a logo? How much do you currently spend on Google AdWords? How can we use Sesame (CRM) to interact with patients-- email marketing? Define goals for social media Who could be running social media? What time of year would be best to have ads Is the budget still $8,000? Can you give us new analytics from GoogleAdWords Photos for the website? For Ads? What do you consider your “brand” to be? What do you want it to become? What is your

commitment to your customers? How do you intend to fulfil your commitment? Patient testimonials? Promotions?

This week's meeting attendance:Sunday @ 2pm: Fran & LouisMonday @ 9pm: Fran, Louis, Annanya & Sami

Deadlines for the remainder of the project:-Financial data for Sami by Monday the 10th-Have draft of each section done and email to Fran by the 12th-Send draft to Professor Barnes by the 13th-Complete Professor Barnes' edits by the 17th-Send new draft to Professor Barnes by the 17th-Meet with Professor Barnes on the 18th to discuss and finalize what we have left to do-Work on presentation TBA-Paper due by the 25th in class

We are looking forward to meeting with you & Dr. Wine in class tomorrow!

Thank you, 

FranFrances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379------- sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Tue 11/4/2014 9:34 AMTo: Homan, Frances; Cc:annanyadwivedi1@gmail.com; Sanks, Michelle; smartini1993@gmail.com; louisjaime@gmail.com;

HI all,

You have good questions, but some of these should not be asked to the client. This is where your role as a consultant comes into play. You recommend these strategies to the client, based on the information you know and the strategic questions you've asked.

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For example, #1: I would caution you create or modify the logo. And the reason is that you have to think through the implications of a branding change. A change like this would be having to redo all print materials they have, which is quite an undertaking. IF you think this is a good idea, you have to really articulate why, and source why you feel they should rebrand. It shouldn't be anecdotal. 

Question #3: You should be able to develop this strategy on your own. We can discuss

Goals for Social: your group should be able to handle this; create goals for themIn terms of resources, they have no one, so you may want to suggest hiring an intern? So I would not ask that question.The other questions I would not ask either, as this is for your group to determine if it might be appropriate. 

Questions that are good for the purposes of your meeting - feel free to develop more strategic level questions:

What do you consider your “brand” to be? What do you want it to become? What is your commitment to your customers? How do you intend to fulfil your commitment?

Budget question Are you interested in hiring a part-time intern? What is the process when a patient is done with his/her services? Do you currently acquire any

testimonials from your patients?

Hope this makes sense.

Best,

Professor Barnes------- Homan, Frances Thu 11/6/2014 1:37 PMSent ItemsTo: Barnes, Sarah <Sbarne6@luc.edu>; Hi Professor!

I was wondering if you could show Dr. Wine these three potential logos. If you could have him pick his favorite color scheme that would be awesome. If he wants something to change with them let me know too and I can ask my friend! 

I hope that they go along with his vision for WPO!

Fran

Frances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379

88

------- sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Thu 11/6/2014 2:36 PMInboxTo: Homan, Frances; You replied on 11/6/2014 2:46 PM.

Hi Fran,

Even before sending, he'll need treatments with the entire name spelled out. WPO isn't something that people will recognize or know - and it's not something they will try to optimize on going forward.

Hope this helps,

Professor Barnes------- Homan, Frances Sun 11/9/2014 6:31 PMSent ItemsTo: Barnes, Sarah;Hi Professor!

I'm currently working on the paper and was wondering if you could ask if Dr. Wine could send over the photos he was talking about on Tuesday.

Thanks!

Fran

Frances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379------- sarahjanebarnes@gmail.com on behalf of Sarah Barnes <sbarne6@luc.edu> Sun 11/9/2014 7:35 PMInboxTo: Homan, Frances; You replied on 11/9/2014 9:47 PM.

Will do! ------- Homan, Frances Sun 11/9/2014 9:39 PMSent ItemsTo: Barnes, Sarah;

Great! Thank you so much.Also, wanted to send these screen shots over to you so you have an idea of what I was working on as a

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sample website template.  This is the contact us page so far.  Please let me know what you think! The CMS tool I am using is Squarespace.  I know you said that you are unfamiliar with it, but I think it has some of the cleanest and most professional layouts!

If we could work on Tuesday, or even Thursday evening with some of the SEO that would be great. Let me know when you are free!

Fran

Frances Homan Loyola University Chicago 2015Marketing & International Business MajorPhilanthropy Chairman | Kappa Kappa GammaRome Peer Ambassador | Loyola Office for International Programs(262) 348-8379

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IMAGES

Appendix 1Social media notes

Appendix 2What does your logo color really mean? By Amanda Sibley

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Appendix 3Sample Meet the Doctors page

Appendix 4Sample Adult Treatment Page

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Appendix 5Sample Child Treatment Page

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Appendix 6Sample Types of Appliances page

95

Appendix 7Sample Financial Information page

96

Appendix 8Sample Frequently Asked Questions Page

97

Appendix 9Sample Tour the Office page

98

Appendix 10Sample Your First Visit page

Appendix 11Sample Blog page

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Appendix 12Sample Contact Page

Opt-in option for email

marketing/ newsletter

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MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 8, 2014TIME: 9:30-10:30PM

LOCATION: IC ROOM 211, AND A GOOGLE HANGOUT

MINUTES AUTHOR: FRAN HOMAN, SAMI MARTINI, ANNANYA DWIVEDI

MEETING OBJECTIVES

To brainstorm questions to ask Dr. Wine when for our first client meeting. We also went over our project outline to appoint responsibility for the different sections of the paper.

ACTION ITEM REVIEW

This was our first meeting.

Sami Martini1. Industry Analysis – in progress2. Internal Analysis -- in progress

Michelle Sanks1. External Forces - in progress.2. Competitive Analysis - in progress.

Annanya Dwivedi1. Current Website- in progress2. Mobile Advertising- in progress.

Louis Jaime1. Online Advertising- in progress2. Social Media - in progress.

Fran Homan1. Email Marketing- in progress2. CRM - in progress.

SCHEDULE REVIEW

This is the beginning of the project so everything is in progress. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties. Work Completed First Meeting

102

Assign work load to each member of the groupPlanned Work for the Next Two Weeks Meet weekly Begin research and work on each individual sections

NEW ACTION ITEMS

Industry Analysis – Part of Situation Analysis, Sami Martini, due date not yet assigned Internal Analysis - Part of Situation Analysis, Sami Martini, due date not yet assigned External Forces - Part of Situation Analysis, Michelle Sanks, due date not yet assigned Competitive Analysis - Part of Situation Analysis, Michelle Sanks, due date not yet assigned Current Website- Part of Situation Analysis, Annanya Dwivedi, due date not yet assigned Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, due date not yet assigned Online Advertising- Part of Situation Analysis, Louis Jaime, due date not yet assigned Social Media - Part of Situation Analysis, Louis Jaime, due date not yet assigned Email Marketing- Part of Situation Analysis, Fran Homan, due date not yet assigned CRM - Part of Situation Analysis, Homan, due date not yet assigned

103

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 15, 2014TIME: 9:00-10:15LOCATION: WTC, CORBOY LAW CENTER

MINUTES AUTHOR: MICHELLE SANKS MEETING OBJECTIVES

Review client notes and objectives. Delegate research topics and set deadlines for outlines and research Discuss resources to utilize

ACTION ITEM REVIEW

Sami Martini 1. Industry Analysis Outline Deadline 09/ 22/14- In progress 2. Internal Analysis Outline Deadline 09/22/14- In progress

Michelle Sanks 1. External Forces Outline Deadline 09/22/14- In progress 2. Competitive Analysis Outline Deadline 09/22/14- In progress

Annanya Dwivedi1. Current Website Outline Deadline 09/22/14- In progress 2. Mobile Advertising Outline Deadline 09/22/14 – In progress

Louis Jaime 1. Online Advertising Outline Deadline 09/22/14 – In progress2. Social Media Outline Deadline 09/22/14- In Progress

Fran Homan 1. Email Marketing Outline Deadline 09/22/14- In progress2. CRM Outline Deadline 09/22/14- In progress

SCHEDULE REVIEW

Everything is in progress. Risks that could affect the schedule would be time conflicts, sickness, a member not showing up or completing their work, inability to secure a meeting location, technical difficulties. Work Completed

Initial Research and organization of client notes Profiles created in secondary research websites such as simplymap, hitwise

Planned Work for the Next Two Weeks Outlines Completed

Secondary research Follow up questions for client

NEW ACTION ITEMS

Secondary Research- 09/22/14 Individual Assigned Topic; See Above 09/22/14 Established/Establish deadlines 09/22/14 Delegate Responsibilities and Research 09/22/14

MEETING MINUTES

WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 22, 2014TIME: 9:00-10:15PM

LOCATION: WTC, CORBOY LAW CENTER

MINUTES AUTHOR: MICHELLE SANKS

MEETING OBJECTIVES

Discuss meeting with Dr. Wine to collect information about WPODiscuss our objectives as a research team, and how to fulfill WPO overall needs

ACTION ITEM REVIEW

Sami Martini 1. Industry Analysis Outline- Complete 2. Internal Analysis Outline-Complete

Michelle Sanks 1. External Forces Outline-Complete 2. Competitive Analysis Outline- Complete

Annanya Dwivedi1. Current Website Outline-Complete 2. Mobile Advertising Outline-Complete

Louis Jaime 1. Online Advertising Outline-Complete 2. Social Media Outline- Complete

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Fran Homan1. Email Marketing Outline- Complete 2. CRM Outline- Complete

SCHEDULE REVIEW

Outlines are complete, but some areas could be reviewed in more detail. Work Completed Outlines of assigned sections Discussed more questions for Dr. Wine Planned Work for the Next Two Weeks Continue to develop sections Make separate sections cohesive

NEW ACTION ITEMS

Industry Analysis – Part of Situation Analysis, Sami Martini, 09/29/14 Internal Analysis - Part of Situation Analysis, Sami Martini, 09/29/14 External Forces - Part of Situation Analysis, Michelle Sanks, 09/29/14 Competitive Analysis - Part of Situation Analysis, Michelle Sanks, 09/29/14 Current Website- Part of Situation Analysis, Annanya Dwivedi, 09/29/14 Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, 09/29/14 Online Advertising- Part of Situation Analysis, Louis Jaime, 09/29/14 Social Media - Part of Situation Analysis, Louis Jaime, 09/29/14 Email Marketing- Part of Situation Analysis, Fran Homan, 09/29/14 CRM - Part of Situation Analysis, Homan, 09/29/14

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 29TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS

MEETING OBJECTIVES

Read over individual’s sections and discuss areas for improvement Discuss deadlines for finalized edits and complete part 1

ACTION ITEM REVIEW

Sami Martini1. Industry Analysis Edits- In progress 2. Internal Analysis Edits-In progress

106

Michelle Sanks 1. External Forces Edits-In progress 2.Competitive Analysis Edits- In progress

Annanya Dwivedi1. Website Edits-In progress 2. Mobile Advertising Edits-In progress

Louis Jaime 1. Online Advertising Edits-In progress2. Social Media Edits- In progress

Fran Homan 1. Email Marketing Edits- In progress 2. CRM Edits- In progress 3. Competitive Analysis Edit-In Progress

SCHEDULE REVIEW

Sections were reviewed. Some sections were swapped and redirected due to some sections needed little research. Risks include confusion on changes. Work Completed Detailed Research expanded on Questions regarding WPO practices answered Planned Work for the Next Two Weeks Have sections finalized Edit each other’s sections for content and technical mechanics

NEW ACTION ITEMS

Industry Analysis – Part of Situation Analysis, Sami Martini, 10/13/14 Internal Analysis - Part of Situation Analysis, Sami Martini, 10/13/14 External Forces - Part of Situation Analysis, Michelle Sanks, 10/13/14 Competitive Analysis - Part of Situation Analysis, Fran Homan, 10/13/14 Current Website- Part of Situation Analysis, Annanya Dwivedi, 10/13/14 Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, 10/13/14 Online Advertising- Part of Situation Analysis, Louis Jaime, 10/13/14 Social Media - Part of Situation Analysis, Louis Jaime, 10/13/14 Email Marketing- Part of Situation Analysis, Fran Homan, 10/13/14 CRM - Part of Situation Analysis, Homan, 10/13/14

MEETING MINUTES

107

WICKER PARK ORTHODONTICS

DATE: OCTOBER 7, 2014TIME: 12:30-1:30PM

LOCATION: WICKER PARK ORTHODONTICS MINUTES AUTHOR: MICHELLE SANKS

MEETING OBJECTIVES

See Wicker Park Orthodontics in person Gain a sense of personality of WPO

ACTION ITEM REVIEW

Louis Jamie 1. Have one on one with Dr. Wine

SCHEDULE REVIEW

Tour of the office and introduction to staff Viewd examples of extreme cases dealt with WPOLearned that the office buys a new painting from Wicker Park/ Bucktown Art Festival (tradition)Learned that WPO partners with Proctor and Gamble to provide patients with complimentart oral hygiene products

Work Complete

First hand account of Wicker Park Orthodontics

Planned Work for the Next Two Weeks

Use this information in part two

NEW ACTION ITEMS

SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING MINUTES

108

WICKER PARK ORTHODONTICS

DATE: OCTOBER 13, 2014TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS

MEETING OBJECTIVES

Create one Document of final part one.

ACTION ITEM REVIEW

Sami Martini 1. Industry Analysis Final- Complete2. Internal Analysis Final- Complete

Michelle Sanks 1. External Forces Final- Complete

Annanya Dwivedi1. Current Website Final- Complete 2. Mobile Advertising Final- Complete

Louis Jaime 1. Online Advertising Final- Complete 2. Social Media Final- Complete

Fran Homan 1. Email Marketing Final- Complete 2. CRM Final- Complete 3. Competitive Analysis Final- Complete

SCHEDULE REVIEW

Made last minutes edits. Combined all parts into cohesive write up. Risks include not getting feedback in order to make needed changes before starting part two Work Completed Discussed finalizationPlanned Work for the Next Two Weeks Start planning for part 2

NEW ACTION ITEMS

109

SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart,

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: OCTOBER 20, 2014TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS MEETING OBJECTIVES

Discuss what went wrong with part one.Revise part one to be client ready

ACTION ITEM REVIEW

Sami Martini 1. Industry Analysis Revised Edits – In Progress 2. Internal Analysis Revised Edits – In Progress

Michelle Sanks 1. External Forces Revised Edits – In Progress

Annanya Dwivedi1. Current Website Revised Edits – In Progress 2. Mobile Advertising Revised Edits – In Progress

Louis Jaime1. Online Advertising Revised Edits – In Progress 2. Social Media Final Revised Edits – In Progress

Fran Homan 1. Email Marketing Revised Edits – In Progress 2. CRM Revised Edits – In Progress 3. Competitive Analysis Revised Edits – In Progress

SCHEDULE REVIEW

110

Edits and deletions to make part one client ready. Discuss how we can improve for part 2. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties. Work Completed Review of part one, what needs to be fixed Planned Work for the Next Two Weeks Be client ready within the next few days, and send out Discuss better strategic plan for part 2 and changes to be made not to repeat part one Meet with Professor Barnes

NEW ACTION ITEMS

SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14

Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: OCTOBER 27, 2014TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS

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MEETING OBJECTIVES

Complete changes to part one Discuss Part 2 strategic palnning

ACTION ITEM REVIEW

Sami Martini 1. Budget Break Down- In Progress2. Gannt Chart- In Progress

Michelle Sanks 1. Blog Edits – In Progress 2. Contingency Plan- In Progress

Annanya Dwivedi1. Email Marketing – In Progress 2. CRM – In Progress

Louis Jaime 1. Social Media- In Progress 2. Online Advertising- In Progress

Fran Homan 1. Website Redesign- In Progress 2. SEO- In Progress

SCHEDULE REVIEW

Edits and deletions to make part one client ready. Discuss how we can improve for part 2. Work Completed All changes to part one- Client ReadyPlanned Work for the Next Two Weeks Start researching Part 2 topic and begin to devise a plan to complete Look at feedback from part one revisions and plan according Meet with Professor Barnes

NEW ACTION ITEMS

SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: NOVEMBER 3, 2014 TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS MEETING OBJECTIVES

Review notes on final part one Discuss ideas for part 2 specific sections Set timely individual deadlines, to ensure all parts can put together if one section needs to be done first

ACTION ITEM REVIEW

Sami Martini 1. Budget Break Down, Deadline 11/12/14- In Progress2. Gannt Chart Deadline 11/12/14- In Progress

Michelle Sanks 1. Blog Edits Deadline 11/12/14 – In Progress 2. Contingency Plan Deadline 11/12/14- In Progress

Annanya Dwivedi1. Email Marketing Deadline 11/12/14– In Progress 2. CRM Deadline 11/12/14– In Progress

Louis Jaime 1. Social Media Deadline 11/12/14- In Progress 2. Online Advertising Deadline 11/12/14- In Progress

Fran Homan 1. Website Redesign Deadline 11/12/14- In Progress 2. SEO Deadline 11/12/14 - In Progress

SCHEDULE REVIEW

Set Deadlines. Risks include scheduling conflicts that lead to a domino effect of incomplete work Work Completed

Discussion of part 2 in detail Brainstorm creative ideas for WPO Discuss how we are going to set ourselves apart

Planned Work for the Next Two Weeks Complete part 2

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Continuously edit part 2 for both content and mechanics Meet with Professor Barnes

NEW ACTION ITEMS

SEO & Website, Part 2, Fran Homan, 11/12/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/12/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/12/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/12/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/12/14

MEETING MINUTES WICKER PARK ORTHODONTICS

DATE: NOVEMBER 17, 2014 TIME: 9:00-10:00PM

LOCATION: WTC, CORBOY LAW CENTER MINUTES AUTHOR: MICHELLE SANKS

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MEETING OBJECTIVES

Discuss final revisions of rough draft of part 2 Make sure all member are confident to receive review

ACTION ITEM REVIEW

Sami Martini 1. Budget Break Down, Deadline 11/22/14- In Progress2. Gannt Chart Deadline 11/22/14- In progress3. Social Media Deadline 11/22/14- Complete

Michelle Sanks 1. Blog Edits 11/22/14 – Complete 2. Contingency Plan Deadline 11/22/14- In progress

Annanya Dwivedi1. Email Marketing Deadline 11/22/14– Complete 2. CRM Deadline 11/22/14– In Progress

Louis Jaime 1. Social Media Deadline 11/22/14- In Progress 2. Online Advertising Deadline 11/22/14- In Progress

Fran Homan 1. Website Redesign Deadline 11/22/14- Complete 2. SEO Deadline 11/22/14 - In Progress

SCHEDULE REVIEW

Making good progress on final part 2. Completion should be relatively soon. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties.

Work Completed Individual progress such as in areas of website, email, and social media

Planned Work for the Next Two Weeks Complete Part two Have part two reviewed Continue to meet with Professor Barnes

NEW ACTION ITEMS

SEO & Website, Part 2, Fran Homan, 11/22/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/22/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/22/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/22/14 Budget Breakdown, Timeline, Gaant Chart, Social Media, Sami Martini, 11/22/14

MEETING MINUTES

WICKER PARK ORTHODONTICS

DATE: NOVEMBER 23, 2014TIME: 11:30AM

LOCATION: LSC, INFORMATION COMMONS MINUTES AUTHOR: MICHELLE SANKSMEETING OBJECTIVES

Finalize all edits of paper. Create and practice presentation for December 2.

ACTION ITEM REVIEW

Sami Maritini 1. Edit Paper- Completed 2. Presentation- Completed

Michelle Sanks 1. Edit Paper- Completed 2. Presentation- Completed

Annanya Dwivedi1. Edit Paper- Completed 2. Presentation- Completed

Louis Jaime1. Edit Paper- Completed 2. Presentation- Completed

Fran Homan1. Edit Paper- Completed 2. Presentation- Completed

SCHEDULE REVIEW

Work Completed Finalizing final deliverable Creating and practicing presentation Planned Work for the Next Two Weeks Perfect presentation and time it

NEW ACTION ITEMS

No new items

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MEETING AGENDA WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 15, 2014 TIME: 9:00-10:15PM

LOCATION: WTC

CHAIR: MICHELLE SANKS MEETING OBJECTIVES

Review client notes and objectives. Delegate research topics and set deadlines for outlines and research Discuss resources to utilize

ACTION ITEM REVIEW 15 minutes

Sami Martini 3. Industry Analysis Outline Deadline 09/ 22/144. Internal Analysis Outline Deadline 09/22/14

Michelle Sanks 3. External Forces Outline Deadline 09/22/144. Competitive Analysis Outline Deadline 09/22/14

Annanya Dwivedi 3. Current Website Outline Deadline 09/22/144. Mobile Advertising Outline Deadline 09/22/14

Louis Jaime 3. Online Advertising Outline Deadline 09/22/14 4. Social Media Outline Deadline 09/22/14

Fran Homan 3. Email Marketing Outline Deadline 09/22/144. CRM Outline Deadline 09/22/14

SCHEDULE REVIEW 40 minutesWork Completed

Initial Research and organization of client notes Profiles created in secondary research websites such as simplymap, hitwise

Planned Work for the Next Two Weeks Outlines Completed Secondary research Follow up questions for client

NEW ACTION ITEMS 5 minutes Secondary Research Individual Assigned Topic; See Above Established/Establish deadlines Delegate Responsibilities and Research

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 8, 2014 TIME: 9:30-10:30PM LOCATION: IC ROOM 211, AND GOOGLE HANGOUT CHAIR: FRAN HOMAN, SAMI MARTINI, ANNANYA DWIVEDI

MEETING OBJECTIVES

To brainstorm questions to ask Dr. Wine when for our first client meeting. We also went over our project outline to appoint responsibility for the different sections of the paper.

ACTION ITEM REVIEW 15 minutesThis was our first meeting.

Sami Martini5. Industry Analysis 6. Internal Analysis

Michelle Sanks5. External Forces6. Competitive Analysis

Annanya Dwivedi5. Current Website6. Mobile Advertising

Louis Jaime1. Online Advertising2. Social Media

Fran Homan3. Email Marketing

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4. CRM .

SCHEDULE REVIEW 40 minutesThis is the beginning of the project so everything is in progress. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties. Work Completed First Meeting Assign work load to each member of the groupPlanned Work for the Next Two Weeks Meet weekly Begin research and work on each individual sections

NEW ACTION ITEMS 5 minutes

Industry Analysis – Part of Situation Analysis, Sami Martini, due date not yet assigned Internal Analysis - Part of Situation Analysis, Sami Martini, due date not yet assigned External Forces - Part of Situation Analysis, Michelle Sanks, due date not yet assigned Competitive Analysis - Part of Situation Analysis, Michelle Sanks, due date not yet

assigned Current Website- Part of Situation Analysis, Annanya Dwivedi, due date not yet

assigned Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, due date not yet

assigned Online Advertising- Part of Situation Analysis, Louis Jaime, due date not yet assigned Social Media - Part of Situation Analysis, Louis Jaime, due date not yet assigned Email Marketing- Part of Situation Analysis, Fran Homan, due date not yet assigned CRM - Part of Situation Analysis, Homan, due date not yet assigned

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 22, 2014 TIME: 9:00-10:15PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

119

MEETING OBJECTIVES

Discuss meeting with Dr. Wine to collect information about WPODiscuss our objectives as a research team, and how to fulfill WPO overall needs

ACTION ITEM REVIEW 35 minutesThis was our first meeting.

Sami Martini7. Industry Analysis Ouline 8. Internal Analysis Outline

Michelle Sanks7. External Forces Outline 8. Competitive Analysis Outline

Annanya Dwivedi7. Current Website Outline 8. Mobile Advertising Outline

Louis Jaime1. Online Advertising Outline 2. Social Media Outline

Fran Homan5. Email Marketing Outline 6. CRM Outline

SCHEDULE REVIEW 35 minutesOutlines are complete, but some areas could be reviewed in more detail. Work Completed Outlines of assigned sections Discussed more questions for Dr. Wine Planned Work for the Next Two Weeks Continue to develop sections Make separate sections cohesive

NEW ACTION ITEMS 5 minutes

Industry Analysis – Part of Situation Analysis, Sami Martini, 09/29/14 Internal Analysis - Part of Situation Analysis, Sami Martini, 09/29/14 External Forces - Part of Situation Analysis, Michelle Sanks, 09/29/14 Competitive Analysis - Part of Situation Analysis, Michelle Sanks, 09/29/14 Current Website- Part of Situation Analysis, Annanya Dwivedi, 09/29/14 Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, 09/29/14 Online Advertising- Part of Situation Analysis, Louis Jaime, 09/29/14 Social Media - Part of Situation Analysis, Louis Jaime, 09/29/14

Email Marketing- Part of Situation Analysis, Fran Homan, 09/29/14 CRM - Part of Situation Analysis, Homan, 09/29/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: SEPTEMBER 29, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

MEETING OBJECTIVES

Read over individual’s sections and discuss areas for improvement Discuss deadlines for finalized edits and complete part 1

ACTION ITEM REVIEW 35 minutesRead over individual’s sections and discuss areas for improvement Discuss deadlines for finalized edits and complete part 1

Sami Martini9. Industry Analysis Edits 10. Internal Analysis Edits

Michelle Sanks9. External Forces Edits10. Competitive Analysis Edits Annanya Dwivedi9. Current Website Edits 10. Mobile Advertising Edits

Louis Jaime1. Online Advertising Edits 2. Social Media Edits

Fran Homan7. Email Marketing Edits 8. CRM Edits

SCHEDULE REVIEW 20 minutesSections were reviewed. Some sections were swapped and redirected due to some sections needed little research. Risks include confusion on changes. Work Completed

121

Detailed Research expanded on Questions regarding WPO practices answered Planned Work for the Next Two Weeks Have sections finalized Edit each other’s sections for content and technical mechanics

NEW ACTION ITEMS 5 minutes

Industry Analysis – Part of Situation Analysis, Sami Martini, 10/13/14 Internal Analysis - Part of Situation Analysis, Sami Martini, 10/13/14 External Forces - Part of Situation Analysis, Michelle Sanks, 10/13/14 Competitive Analysis - Part of Situation Analysis, Fran Homan, 10/13/14 Current Website- Part of Situation Analysis, Annanya Dwivedi, 10/13/14 Mobile Advertising- Part of Situation Analysis, Annanya Dwivedi, 10/13/14 Online Advertising- Part of Situation Analysis, Louis Jaime, 10/13/14 Social Media - Part of Situation Analysis, Louis Jaime, 10/13/14 Email Marketing- Part of Situation Analysis, Fran Homan, 10/13/14 CRM - Part of Situation Analysis, Homan, 10/13/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: OCTOBER 13, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

MEETING OBJECTIVES

Create one Document of final part one.

ACTION ITEM REVIEW 35 minutesRead over individual’s sections and discuss areas for improvement

Sami Martini 3. Industry Analysis Final4. Internal Analysis Final

Michelle Sanks 1. External Forces Final

122

Annanya Dwivedi3. Current Website Final4. Mobile Advertising Final

Louis Jaime 3. Online Advertising Final 4. Social Media Final

Fran Homan 4. Email Marketing Final 5. CRM Final6. Competitive Analysis Final

SCHEDULE REVIEW 20 minutesMade last minutes edits. Combined all parts into cohesive write up. Risks include not getting feedback in order to make needed changes before starting part two Work Completed Discussed finalizationPlanned Work for the Next Two Weeks Start planning for part 2

NEW ACTION ITEMS 5 minutes SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: OCTOBER 20, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

123

MEETING OBJECTIVES

Discuss what went wrong with part one.Revise part one to be client ready

ACTION ITEM REVIEW 35 minutesSami Martini

5. Industry Analysis Revised Edits 6. Internal Analysis Revised Edits

Michelle Sanks 2. External Forces Revised Edits

Annanya Dwivedi5. Current Website Revised Edits 6. Mobile Advertising Revised Edits

Louis Jaime 5. Online Advertising Revised Edits 6. Social Media Revised Edits

Fran Homan 7. Email Marketing Revised Edits 8. CRM Revised Edits 9. Competitive Revised Edits

SCHEDULE REVIEW 20 minutesEdits and deletions to make part one client ready. Discuss how we can improve for part 2. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties. Work Completed Review of part one, what needs to be fixed Planned Work for the Next Two Weeks Be client ready within the next few days, and send out Discuss better strategic plan for part 2 and changes to be made not to repeat part one Meet with Professor Barnes

NEW ACTION ITEMS 5 minutes SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: OCTOBER 27, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

MEETING OBJECTIVES

Complete changes to part one Discuss Part 2 strategic palnning ACTION ITEM REVIEW 35 minutesSami Martini

3. Budget Break Down- In Progress4. Gannt Chart- In Progress

Michelle Sanks 3. Blog Edits – In Progress 4. Contingency Plan- In Progress

Annanya Dwivedi3. Email Marketing – In Progress 4. CRM – In Progress

Louis Jaime 3. Social Media- In Progress 4. Online Advertising- In Progress

Fran Homan 3. Website Redesign- In Progress 4. SEO- In Progress

SCHEDULE REVIEW 20 minutesEdits and deletions to make part one client ready. Discuss how we can improve for part 2. Work Completed All changes to part one- Client ReadyPlanned Work for the Next Two Weeks Start researching Part 2 topic and begin to devise a plan to complete Look at feedback from part one revisions and plan according Meet with Professor Barnes

125

NEW ACTION ITEMS 5 minutes SEO & Website, Part 2, Fran Homan, 11/25/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/25/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/25/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/25/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/25/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: NOVEMBER 3, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

MEETING OBJECTIVES

Review notes on final part one Discuss ideas for part 2 specific sections Set timely individual deadlines, to ensure all parts can put together if one section needs to be done first

ACTION ITEM REVIEW 35 minutesSami Martini

3. Budget Break Down, Deadline 4. Gannt Chart Deadline

Michelle Sanks 3. Blog Edits Deadline 4. Contingency Plan Deadline

Annanya Dwivedi3. Email Marketing Deadline 4. CRM Deadline

Louis Jaime 3. Social Media Deadline 4. Online Advertising Deadline

Fran Homan 3. Website Redesign Deadline 4. SEO Deadline

126

SCHEDULE REVIEW 20 minutesSet Deadlines. Risks include scheduling conflicts that lead to a domino effect of incomplete work Work Completed

Discussion of part 2 in detail Brainstorm creative ideas for WPO Discuss how we are going to set ourselves apart

Planned Work for the Next Two Weeks Complete part 2 Continuously edit part 2 for both content and mechanics Meet with Professor Barnes

NEW ACTION ITEMS 5 minutes SEO & Website, Part 2, Fran Homan, 11/12/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/12/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/12/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/12/14 Budget Breakdown, Timeline, Gaant Chart, Sami Martini, 11/12/14

MEETING AGENDA

WICKER PARK ORTHODONTICS

DATE: NOVEMBER 17, 2014 TIME: 9:00-10:00PM LOCATION: WTC, CORBOY LAW CENTER CHAIR: MICHELLE SANKS

MEETING OBJECTIVES

Discuss final revisions of rough draft of part 2 Make sure all member are confident to receive

ACTION ITEM REVIEW 35 minutesSami Martini

5. Budget Break Down, Deadline 6. Gannt Chart Deadline

Michelle Sanks 5. Blog Edits Deadline 6. Contingency Plan Deadline

Annanya Dwivedi

127

5. Email Marketing Deadline 6. CRM Deadline

Louis Jaime 5. Social Media Deadline 6. Online Advertising Deadline

Fran Homan 5. Website Redesign Deadline 6. SEO Deadline

SCHEDULE REVIEW 20 minutesMaking good progress on final part 2. Completion should be relatively soon. Risks that could affect the schedule would be time conflicts, sickness, member not showing up or completing their work, inability to secure a meeting location, technical difficulties.

Work Completed Individual progress such as in areas of website, email, and social media

Planned Work for the Next Two Weeks Complete Part two Have part two reviewed Continue to meet with Professor Barnes

NEW ACTION ITEMS 5 minutes SEO & Website, Part 2, Fran Homan, 11/22/14 Social Media and Online Ads, Part 2, Louis Jamie, 11/22/14 Infographic, Email Marketing, CRM, Annanya Dwiyedi, 11/22/14 Minutes, Milestones, Contingency Plan, Blog, Michelle Sanks, 11/22/14 Budget Breakdown, Timeline, Gaant Chart, Social Media, Sami Martini, 11/22/14

MEETING AGENDA WICKER PARK ORTHODONTICS

DATE: NOVEMBER 23, 2014TIME: 11:30AM- LOCATION: LSC, INFORMATION COMMONS

CHAIR: MICHELLE SANKS

128

MEETING OBJECTIVES

Finalize all edits of paper. Create and practice presentation for December 2.

ACTION ITEM REVIEW 15 minutesSami Maritini

3. Edit Paper- Completed 4. Presentation- Completed

Michelle Sanks 3. Edit Paper- Completed 4. Presentation- Completed

Annanya Dwivedi3. Edit Paper- Completed 4. Presentation- Completed

Louis Jaime3. Edit Paper- Completed 4. Presentation- Completed

Fran Homan3. Edit Paper- Completed 4. Presentation- Completed

SCHEDULE REVIEW 40 minutesWork Completed Finalizing final deliverable Creating and practicing presentation Planned Work for the Next Two Weeks Perfect presentation and time it

NEW ACTION ITEMS 5 minutesN/A

MILESTONE LIST

WICKER PARK ORTHODONTICS

Sample Milestone List with Explanations:Milestone Milestone

DescriptionMilestone Responsibility

Expected Due Date

Completion Date

Verification

First Meeting

Delegate titles and expectations of said titles. Discuss importance of deadlines and responsibilities as individuals and as a team.

All Members 09/08/14 09/08/14 All member will have a clear understanding by the end of the first meeting.

Meeting with Dr, Wine

Know what questions to ask and get a clear understating of overall objectives. Develop a relationship with our client.

All Members 09/09/14 09/09/14 Have a brief team meeting after client departs to discuss our interpretation and come to a consensus on overall goals of the deliverables.

Part One Have a client ready deliverable that meets the expectations of both our team and Wicker Park Orthodontics

All Members 10/14/14 10/14/14 Turned in during class. Professor Barnes provided feedback.

Visit to Wicker Park Orthodontics

Understanding WPO as a brand and personality. Gain insight to space, atmosphere, and people of WPO

Louis Jamie 10/14/14 10/07/14 Dr. Wine answered questions and demonstrated WPO as a brand and personality

130

Part One Revision

Look over part one and understand where mistakes were made. Discuss ways for improvement and set up scheduled, regular meetings with professor Barnes.

All Members 10/28/14 10/14/14 Send email to Professor Barnes and received verification email on successful edits.

Part TwoPresentation

Create an engaging and informative presentation of our solutions to WPO Objectives

All Members 11/25/14 12/2/14 Finalize presentation and practice to get timing and content right.

Part Two Deliverable

Make final part two paper client ready and presentable. Make sure to include all aspects of the final deliverable

All Members 11/25/14 11/25/14 Make sure all members know the ins and outs of WPO and how we place on helping them achieve the overall objectives given to us at the very beginning. Give final presentation and make sure professor Barnes as well as Dr. Wine understand our possible solutions.

131

OTHER TEAM NOTES

PART 1Questions:Who are the returning visitors to the website?Who do you consider a returning visitor?Your largest website visitor outside of the US were Brazilians, why?

In October 2013 you had a large spike in visitors, did something happen during that time? Halloween?

What is your busiest season? When do you get the most new customers?

How often do these returning customers visit your office for services?The average session on your website lasts 1:48 does this refer to returning or new visitors?How do you track the activity of your returning patients?How often do your returning patients follow up with their treatments after booking them online? (appts, registration, etc)

How many people use online booking as opposed to walkins/ calling?How many of your patients come in via online research of your business?Is finding your location easiest online?

Who is your target market?Demographics--age, race, etc

Patient Ages: 11 - 16 Moms: strongest target audience, use referrals to promote WPO

PsychographicsGeographicstien

People in Wicker Park, Bucktown, and connecting neighborhoods

How many patients pay from public aid vs. pay out of pocket? 50/50

What is the length of the average patient retention? -see patients for a longer period of time-12-24 months-we encourage patients to continue 12 months after treatment-deal with some super difficult cases/complications

How many people who call in for consultations actually become patients?

What are you expectations for this digital marketing plan? Increase private patients Increase reviews Ortho care for multiple family members Enhance positive reviews on platforms such as yelp

What are your objectives for us?

What makes WPO different? 132

Business-wise Patients can pay with public aid

Service-wiseWho are your main competitors?

Dr. Christensen UIC

What channels is WPO using to promote the business?What external factors affect your business?

Strengths, Weaknesses, Opportunities, Threats--for the business and for the websiteHave you used and SEO/SEM strategies in the past?

Do you use email marketing?Do you fear over stimulating your patients with too frequent email blasts?

In what ways do you connect with your patients, digitally and non?CRM?

Do you use online advertising?Platforms?Google--thats it

Do you have a mobile app?Do you have eNewsletters?Are you using CRM? (Customer Relationship Management)

If so, what system are you on?Is it linked with any other cloud tools?Do you track visitors/sales/transactions

What does WPO want to use social media for?If so, what should the message be?What’s the dialogue strategy?Do you have a consistent social media presence?

Does WPO have the resources to manage SM & Web? If so, how much time is WPO willing to dedicate?What are the key metrics?

What is WPO’s brand?Do you think your website is memorable?Do you believe your website represents your business and who you are? How quickly are you looking to see these changes? -timeframe?

target marketcompetitorsgoals

Part 1: Due BEGINNING OF CLASS on October 14, 2014To hand in: Word format, double-spaced, 11-size font, Times New Roman:

Situation Analysis Marketing Objectives

133

1-pg list of what your group is planning to do (brief overview of your strategies and implementation plan)

In addition, your group will give a brief PPT (5 slides) presentation on what you have accomplished thus far. Everyone is required to present.

Part 2: Due BEGINNING OF CLASS on November 25, 2014To hand in: Word format, double-spaced; 11-size font, Times New Roman:

Executive Summary Part 1 (see above) Marketing Strategies Implementation and Tactics Budget Breakdown Evaluation Plan Contingency Plan Conclusion Appendix

o All meeting agendas, minutes and milestones

Industry- SamiInternal- SamiExternal- MichelleCompetitive- MichelleCurrent- AnnaMobile- AnnaOnline- LouisSocial Media- LouisEmail Marketing- FranCRM- FranCompetitive Analysis Matrix-Fran

Wicker Park Orthodontics Digital Marketing PlanI. Executive Summary

II. Situation Analysis Industry AnalysisA. Industry Analysis

ORTHODONTICS INDUSTRY-Industry comprised of specialized dentists with a DDS or DMD degree, with several additional years of orthodontics training.-Practitioners practice in solo practices, group practices,  or large practices.INDUSTRY DRIVERS:-Per Capita disposable income-Adolescents aged 10-19-People who are privately insured.KEY INDUSTRY STATISTICS:-       The orthodontics industry grossed 11.6 billion last year, and made 1.9 billion in profit.-       The annual growth in the industry from ’08-’13 was 1.6% on average-       The projected growth from ’13-’18 is 3.4%-       There are about 16,167 orthodontics businesses that exist.RELATED INDUSTRIES:-Medical equipment wholesalers-Health insurance (government and private)GROWTH AND OUTLOOK:

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-Healthcare reform is set to increase the amount of patients that will be insured, thus the customer base will grow.-The ACA also lowers tax burdens on companies that provide dental insurance.-The majority of the health insurance benefit will go to minors aged 10-18.-Industry is in the growth phase of its cycle, with its share of GDP increasing year by year.-Increased technology is driving demand for orthodontics as more and more can be done.TAKEAWAY POINTS:-       Orthodontics is a growing industry, with consumer demand set to outpace consumer supply.-       There are no major players in orthodontistry, nearly all establishments employ 3-9 people.-       The major areas of growth are children aged 10-19 that will be newly covered under insurance.-       The profit margin of the industry is around 16 percent on average.-       The highest margins are achieved when privately insured patients are treated.

B. Internal/Client Analysis INTERNALCOMPANY STRUCTURE:-Wicker Park Orthodontics is a private practice whose owners are partnered together and run the enterprise. There are also several other healthcare employees on the site.PRODUCTS/SERVICES:Wicker Park Orthodontics offers orthodontic care, which includes things like braces and retainers. In a world that places a high value on having nice teeth, this firm provides a lot of value to consumers who can afford the service.PRICE MATRIX: UnknownPROMOTION AND POSITIONING:-Wicker Park Orthodontics is one of 3 orthodontic care providers that accept public aid insurance in Chicago.-The main method of marketing that wicker park orthodontics utilizes is word of mouth.PROFILE OF CUSTOMERS:-Minors aged 10-18-Their parents oftentimes receive treatment afterwards.-About a 50/50 split between privately insured patients, and public assistance patients.TARGET MARKET:-Privately insured patients (The profit margin on these patients is much higher).STATISTICS ON WICKER PARK:Median income: $74,000Average household size: 2.1 peopleMedian age: 36.35Percentage of family households: 33%

B. External Forceso   Political and regulatory

HIPPA Web content that is legal, (ie, pictures, patient personal stories)

o   Economic Public aid patients (one of few orthodontist in area) Private clients (demographics of surrounding neighborhoods)

o   Social Word of mouth about child’s teeth appearance (currently main reasons for new patients)

o   Technological Advancements in ways to provide orthodontic

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State of the art technology Types of braces (metal, ceramic/clear, Invisalign, self ligating, lingual)

o   Environmental increase private vs public aid patients Neighborhood orthodontists (how do you differentiate)

C. Competitive Analysis/MatrixD. Digital Marketing Audit

1. Current Website2. Email Marketing

Wicker Park Orthodontics currently has no email marketing program in place.  They only send out reminder and scheduling emails to current patients.  They do not have a program in place because they obtain the vast majority if their clients through word of mouth or dentist referrals. They are not against creating an email marketing campaign, they just currently have no plans to create one.  

3. Online Advertising4. Social Media Channels

Objectives: o Increase the awareness of Wicker Park Orthodontics to potential patients in the

Chicagoland areao Obtain new patientso Build a withstanding relationship with potential, current, and previous patientso Assist patients overcome the nervousness caused by change, unfamiliarity, and

the negative appearance of braceso Build trust with potential, current, previous patients

Channels:o Controlled:

Facebook: Brand identity: Informative, fun, family-like, trustworthy The Functional Barrier:

o Engagingly provide informative and beneficial content on the features of the different types of braces that are offered

o Engagingly provide informative and beneficial content on adult treatment and child treatment

o Share orthodontics related media and innovationso Build trust with potential, current, and previous patients

The Emotional Barrier:o Show that WPO is a fun environment through humorous,

youthful, light-hearted, and energetic content Images: Staff at work, their pets, engagement

with the community, volunteer work, staff outings, staff’s favorite activities (a family-like connection)

Orthodontics related cartoons Orthodontics related media

o Interactive engagement with user’s content, and content generated on WPO’s page

o Establish friends that are the Chief of their community Google+:

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Brand identity: Informative, professional, trustworthy, fun, attentive

Show that WPO is a fun environment through modern, professional, fun, light-hearted, and energetic content

o Images: Staff at work, modern office, fun office activities

Respond to reviewso Uncontrolled:

Experience forum: Provide current and potential clients with relatability For clients to convey insecurities, provide support, advocate on

behalf of WPO, express concerns, have a dialogue with staff, and share results

5. Mobile6. CRM

Wicker Park Orthodontics is currently using a customer relationship management system called Sesame Communications.  Sesame is a company that provides cloud-based patient communication services for the dental and orthodontics industries (pitchengine.com). They use Sesame for customer reminder emails for= appointments are and scheduling purposes. It is not linked to any email marketing campaign since they currently do not have one.

PART 2

QUESTIONS: What do you consider your “brand” to be

o no teeth What do you want it to become? What is your commitment to your customers? How do

you intend to fulfil your commitment?o highest qualityo trust/confidenceo public serviceo to themselves

Budget questiono $5,000

Are you interested in hiring a part-time intern?o yeso have someone in the office do it for a short period of time

What is the process when a patient is done with his/her services? Do you currently acquire any testimonials from your patients?

SEO & Website design (FRAN) create new website layout with possible content Optimize the website

Louis: Social Media & Online AdsWho’s going to do what:Annanya: Infographic (Target Audience) email marketing & CRMMichelle: Minutes/ Milestones/ Contingency PlanSami: Budget breakdown, Timeline/Gaant Chart

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Someone needs to do:BudgetCRMContingency PlanAny other digital marketing ideas?

WE ALL NEED TO WRITE THE EXECUTIVE SUMMARY

Objective 1: First page of Google’s search results - (Fran) SEO:

o Current Keywords: Wicker Park Orthodontics Wicker Park Dental Orthodontist in Chicago Dr. Wine

o Competitors:o Suggested Keywords:

Objective 2: Increase monthly visitors to 300 per month (Louis)Objective 3: Increase positive reviews on platforms such as Yelp (Louis & Annanya)Objective 4: Increase number of private patients (Louis- online advertising)

What to Ask Dr. Wine on Tuesday: Do you want us to create a logo? How much do you currently spend on Google AdWords? How can we use Sesame (CRM) to interact with patients-- email marketing? Define goals for social media Who could be running social media? What time of year would be best to have ads Is the budget still $8,000? Can you give us new analytics from Google AdWords Photos for the website? For Ads? What do you consider your “brand” to be? What do you want it to become? What is your

commitment to your customers? How do you intend to fulfil your commitment?

---------------------------------------------------------------------------------------Digital Marketing Plan of Action: - PART 1SEO - Fran·    Optimize website for keywords that match the content·    Include meta-descriptions that are well-written and optimized·    Create title tags and effective H1, H2 keywords·    Include internal links that point towards the “contact us” page·    Attempt to find someone with a high domain authority to link to themSocial Media -Louis·    Create a Facebook, Twitter, and LinkedIn page for Wicker Park Orthodontics·    Find a “mommy blogger” to talk about her experience at Wicker Park Orthodontics·    An interactive learning experience for children/parents to learn more about orthodontic care·    Create a blog on the websiteo   “Tips for what you can and cannot eat with braces”o   “Tips for proper oral hygiene when you have braces”

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·    Use sites such as LittleBird, FollowerWonk or Inky Bee to track social media effectiveness·    Use Hootsuite to help streamline social media and keep things consistent·    List business on online directoriesEmail Marketing - Annanya·    Research what the best email marketing platform is to create an email marketing plano   i.e.) MailChimp·    Monthly newsletter to inform clients about what is going on in the industry and at the clinicWebsite - Fran·    Make over the website layouto   Make it more visually appealingo   New color schemeo   Create a logoo   Create a tagline·    Fix spelling errors

Optimize language with keywords using Google AdWords

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