The New Kids on the Block
Prairie Lakes Dental is a local Sun Prairie dental office specializing in family dental care, orthodontics, periodontics and cosmetic dentistry. Drs. Adam Forster, Matthew Clary, and Martin Jasek work together to provide patients with the highest standard of dental care available. Prairie Lakes Dental (PLD) opened in 2014 and quickly outgrew their clinic space.
When Adam Forster and his partners made the decision to expand into Sun Prairie – they already owned clinics in Watertown, Rio and Columbus – they knew they’d need a clever strategy to bring brand recognition to a new city. They were facing competition from a crowded market place and no name recognition, but they believed in their offering and were confident the marketplace would respond favorably.
A Road Map for the Future
Shortly after opening the new office in Sun Prairie, Dr. Adam and his partners contacted Kramer Madison to discuss a comprehensive brand strategy. Everyone felt this would be beneficial on many levels including:
- Introducing their practice to Sun Prairie
- Involving staff so that everyone was onboard
- Generate excitement about their approach to dentistry
- Provide a road map for future brand marketing
“We’ve gotten good results, double digit growth year after year. We focus on great customer service which is the golden rule in our profession.”
“It’s fun to hear people talk about us. We like the results we’ve seen and know it’s working. When a mailer hits, we get a lot of texts from people we know sending us pictures of their mailer.”
A Multifaceted Approach
Kramer began by conducting a workshop with the key stakeholders. From initial meetings, we were able to create a brand landscape that encompassed everything from typography, color palette, imagery, and overall messaging. This brand landscape has served as a road map for all marketing and brand decisions. From there, Kramer Madison designed the PLD logo, stationery package and brochures.
Perhaps the most successful marketing materials developed were direct mail post cards. We consider ourselves experts in direct mail and guided PLD on best lists for targeted direct mail and how to use the cost effective, Every Door Direct Mail (EDDM) through the USPS. Dr. Adam’s past efforts led him to use newspaper inserts, television and digital ads. Of all the avenues he tried, he can point to direct mail as the most effective and measurable channel.
After going through a brand strategy experience, what is the best piece of advice you would offer other businesses?
“It’s important to stick with it, results don’t happen right away. You have to commit. Marketing has to be fully embraced and not just tried for a short term. It’s an investment, not an expense.”