Nations Dental Studio, one of the city’s few female-owned dental practices with a refreshing approach to dental care, asked REED to help them make a splash as they entered the market. Since the practice opened during the COVID-19 pandemic and could not host a grand opening event, the REED team had to get creative.
There’s no better way to reach your target demographic than by working with hyper-local, carefully selected influencers.
Guided by Nations Dental Studio’s mission for honest and equitable dental care, REED developed a local media and advertising strategy that highlighted the practice’s unique qualities.
REED also executed a successful influencer marketing strategy by identifying key influencers reaching the target demographics, coordinating appointments and ensuring the subsequent social media coverage met contractual objectives.
Nations Dental Studio came to REED with a fantastic brand strategy including a modern and inviting color scheme and a user-friendly website. REED filled in the gaps by developing key messages that mirrored language already in use on the website. These messages were woven into a grand opening press release, as well all future media opportunities and marketing collateral.
Once the press release was distributed and media began covering the studio’s grand opening, REED identified local influencers that shared Nations Dental Studio’s values and coordinated outreach to these individuals. Those that expressed interest in a partnership were treated to a complimentary service in exchange for substantial social media coverage. To ensure successful collaborations, REED developed personalized contracts for each influencer and reported on coverage once it published. Five different local accounts raved about the studio online, helping to increase buzz and bookings.
To set the studio up for early success, the REED team created and designed a direct mailer for the practice. REED also spearheaded a partnership with Nashville Guru, a leading advertiser in the area, which highlighted the studio’s modern and inviting atmosphere.
Finally, REED provided Nations Dental Studio with guidance for future marketing by developing and executing plans for editorial content, social media, email marketing and advertising.
In just two months, REED secured multiple earned media placements with online and print publications, nine social media placements with influencers and publications and over 885,000 total impressions. The coverage resulted in new and repeat patients, including many of the influencers REED secured to post about their experiences at the studio.
The studio opened laden with solid plans for future email marketing, advertising and social media management. REED’s work also helped build relationships between the Nations Dental team and various reporters, influencers and organizations like the Junior League of Nashville that will benefit the business in the future.