Industry: Orthodontics
My Role: LAb Technican/Marketing Coordinator
-Get: People with crooked teeth within a 100-mile radius
-Who: Have the means and time to undergo orthodontic treatment
-To: Partner with Dr Hudson and his team to straighten their teeth
-By: creating a well-informed and persuasive and fun, online and local presence.
The plan:
Use hours that were not spent supporting alinger production and non-doctor days to shoot short videos with the clinicians and admin staff, as well as record my work in the lab.
Also, create graphics for holidays and physical banner ads and speak with existing patients.
Focus on the fun nature of the staff and show their skills. How helpful they can be and allow people to feel like they are in good hands.
Additionally, use my unique expertise in the lab to showcase the in-house fabrication process that every appliance went through to reach a patient’s mouth, providing educational value to give people a behind-the-scenes look at their alingers production.
Project Brief:
Major Marketing KPIs:
Follower Growth on social Media.
New patient signups referencing social media presence. (I.E How did you hear about us?)
Three Years at Hudson: a ton of seasonal events.
Results:
34% growth on Instagram and 22% increase over 6 months.
24 New patients cited social media as their referral point for Hudson.
See the Results with a graph
So here is a video with a graph.
STYLE GUIDE
Brand Mission:
Attract patients with crooked teeth within a 100-mile radius by offering expert, fun, and approachable orthodontic care.
Show competence and a welcoming atmosphere through engaging content.
-Target Audience
Primary: Adults and teens (16-45) who have the time and means for orthodontic treatment.
Secondary: Older individuals, who have had work done and need corrective work for their remaining teeth 60+
Message: “Partner with Dr. Hudson’s fun and skilled team to get a confident smile.”
-Tone & Voice
Tone: Friendly, professional, and fun.
Voice: Conversational, approachable, and reassuring.
Examples:
DO: “Ready for a smile transformation with a team that knows how to make the process fun?”
DON’T: “Orthodontics can be a complicated and long process.”
-Visual Style
Colors:
Primary: Sky Blue (#4FC3F7), Bright Orange(#F36c22, Bright White (#FFFFFF)
Accent: Algae Green (to represent Hudson's love of surfing) (#AED581), Coral Red (#FF5252)
Typography:
Headings: Montserrat Bold
Body: Open Sans Regular
Subheadings: Lato Regular
Imagery:
Use bright, smiling patient images, staff interactions, and behind-the-scenes lab shots.
Show the lab work and the precision of in-house processes.
Content Guidelines:
Videos: Short, fun staff moments (30 sec–1 min), behind-the-scenes lab work.
Social Media: Use engaging captions, emojis sparingly, e.g., “Ready for your dream smile? 😄”
Graphic Ads: Bright, friendly designs with clear CTAs, e.g., “Book Your Free Consultation!”
-Positioning & Differentiators:
Expertise: Showcase Dr. Hudson’s in-house lab and technical skills.
Fun Atmosphere: Emphasize staff friendliness and approachability.
Modern Technology: Highlight cutting-edge, in-house appliance fabrication.
-Calls to Action (CTAs):
Primary: “Book Your Free Consultation!”
Secondary: “Meet Our Team and Start your Journey to get your smile on!”
-Marketing Channels:
Social Media: Instagram, Facebook, TikTok. Focus on fun staff videos, patient stories, and educational posts.
Physical Ads: Use bright imagery with strong CTAs for banners and local sponsorships.