rx optical 2018 communications strategy forclientreview 1.31.18 · 2018-05-08 · 1 overview in...

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Rx Optical 2018 Communications Strategy 02.01.18

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Overview In 2018, Rx Optical is looking to expand and enhance their marketing efforts, particularly in the

digital space. This revised strategy includes a stronger emphasis on paid advertising, leveraging

Google AdWords and social media advertising to build targeted, data-driven campaigns.

Additionally, Instagram will be used as an additional social media platform to engage with

patients. Quarterly campaigns will be leveraged, pulling all tactics together in true integrated

fashion, to tap into trending topics and help Rx Optical connect with the audience.

Table of Contents

Pg. 2 - Company Overview

Pg. 6 - Competitive Analysis

Pg. 7 – 2018 Goals

Pg. 7 - Public Relations

Pg. 8 - Quarterly Campaigns

Pg. 12 - Social Media

Pg. 19 - Blogging

Pg. 20 - PPC Advertising

Pg. 25 - Search Engine Optimization

Pg. 28 - Website

Pg. 28 - In-Office Recommendations

Pg. 29 - Measuring Success

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Company Overview

Unique Value Proposition Rx Optical is a well-established brand that has prices that can compete with large competitors

while still providing patients with the service and care they would get from a small shop. Rx

Optical uses high quality, local materials to ensure that their patients are receiving durable

custom frames that will last them for years to come. This dedication to patient service and

quality products allows their patients to find eye care that fits their style and personality.

Key Messaging • Rx Optical is locally owned and has been serving the Michigan and Indiana communities

since 1947. Rx Optical is truly local, providing easy access to many of the locations they

currently occupy - and, they’re expanding to other areas to grow their “local” services.

• Rx Optical is very flexible and works with virtually all insurance plans, in order to make

things easier and hassle-free for patients. Those in Ann Arbor, affiliated with the University

of Michigan, will be pleased to know that Rx works with U of M Davis Vision Insurance.

• Rx Optical has continued to expand over the years to best serve its patient base.

• Rx Optical has a very knowledgeable staff that are prepared to educate and service the

consumer for all of their eye care needs. They have an extensive training process for their

opticians, including American Board of Opticianry (ABO) certification.

• Rx Optical is a well-established brand that provides the care, service, and quality you

would expect from a small shop.

• Rx Optical offers a wide selection of affordable frames, including top name brands. They

also carry Blutech Lenses that improve contrast, clarity, visual acuity and night vision. –

• Rx Optical uses the highest quality local products to create custom eye care solutions for

consumers. Many items are made in-house at the Rx Optical Lab, allowing for quick

turnaround times; the lab is state-of-the-art and provides top-of-the-line products.

• Rx Optical understands the importance of quality sunglasses. The Sunglasses Solution

Program enables patients to own top brand prescription and non-prescription sunglasses

at an unbeatable value.

• Rx Optical offers a comprehensive 25-month worry-free warranty, which covers

scratched, broken or lost eye glasses.

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Brand Attributes • Locally Owned

• Michigan Based

• High quality products

• Customizable products and service

• Excellent patient service

• In-house production

• Personable and approachable

SWOT Analysis Strengths

• Local, Michigan-based company

• Continued expansion (Holland upcoming)

• Wealth of different insurance options, including U of M Davis Vision insurance

• Central Location provides ongoing training and lab support for staff and patients

• Long-term relationships with patients, great testimonials and patient stories

• Certified opticians in every location

• Modern, updated offices and equipment

• In house lab, can creating glasses quickly and cost-effectively

• Outstanding patient service at all locations

• Strong solution-based program

• Driving consumers into the office through various B2B programs

Weaknesses • Lack of available third party sharable content

• Lack of true online appointment scheduling, and e-commerce

• Difficult to coordinate on-site photos or content from offices that can be shared on social

media

Opportunities • Partnership with U of M Davis Vision Insurance is desired in the marketplace and should

be a prominent message

• Online platforms provide ample opportunity to capture positive reviews

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• Social media encourages brand relationship building and meaningful dialogue, and has

also been proven to drive traffic directly to brand websites

• Current social trends are favorable towards local-based organizations over national

chains

• Consumers are looking online more and more for educational content, which Rx

opticians and optometrists can provide

• Fashion trends are beginning to influence those who do not need prescription glasses or

contacts to still wear unique frames

Threats • Consumer perceptions that all eye exams and glasses/contact providers are the same

• Fear of “retail optical” rather than an eye doctor

• Highly promoted low price packages from competitors

• The targeted younger audience may not have vision insurance

• Competition from online retailers, like Zenni Optical and Warby Parker

Target Audiences The target market from a geographic standpoint is primarily the regions of Michigan and Indiana

where the majority of the Rx Optical stores are located. There is a specific need to target those

in high-priority markets such as Ottawa County, Kent County and Ann Arbor. Audience 1: Head of Households - Wife, Mother

• Age: Late-30s

• Education Level: Bachelor’s • Characteristics:

o Family-focused (2 elementary-school aged kids)

o Active lifestyle, “checks in” on FB o Balances multiple schedules for each person in the family and would appreciate

any opportunity to “kill two birds with one stone - one less trip to take, one less

task on the to-do list’ o Enjoys the outdoors, Price-conscious - durability is important

o Wants products that are affordable and long-lasting

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• What we want to tell them: Rx Optical is here to help with any problems that arise; the

process is easy

Audience 2: Single Adults

• Age: Early-30s • Education Level: Master’s

• Characteristics:

o Lives alone or with friends o Social

o Active community member

o Wants to be taken seriously and professionally • What we want to tell them: Rx Optical has a wide spectrum of eyewear, from classic to

trendy; it’s a quick process to get a check-up and get the frames

Audience 3: UofM Employees

• Age: Early 40s • Education: Bachelor's • Characteristics:

o Works at the University of Michigan

o Looking for work-life balance o Busy, wants a process that’s easy

• What we want to tell them: Rx works with their UofM Davis insurance

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Competitive Analysis

Primary Competitors: 1. My Eye Doctor

2. Pearle Vision

3. Target Optical

4. Lenscrafter

5. Eyemart Express

Competitor Facebook Likes

Instagram Followers

Monthly SEO Value

Monthly AdWords Budget

Monthly AdWords Clicks

My Eye Doctor 21,172 655 $50,000 $13,300 5,790

Pearle Vision 394,267 0 $28,000 $25,000 12,000

Target Optical 0 0 $61,400 $21,300 9,700

Lenscrafters 368,891 19,900 $326,000 $22,600 12,900

Eyemart Express

47,907 406 $8,640 $54,400 41,300

Competitor Analysis - Conclusions and Recommendations • Due to recent efforts, Rx Optical has to positiond itself as an industry leader in the social

media space, and will be able to easily capitalize on Instagram as well. • In terms of both SEO and AdWords, Rx Optical’s competitors have all realized the value in

these platforms and have taken steps to fully utilize them. All of the competitors

mentioned are using AdWords extensively and seeing great results. Rx Optical is also

considerably behind competitors in terms of SEO value, which comes out to $1,140 with

the current website.

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2018 Goals The following goals apply to Rx Optical’s 2018 Marketing initiatives

• Increase brand awareness, especially in high-priority markets such as Ottawa County,

Kent County, and especially Ann Arbor

• Educate current and potential patients, demonstrating thought leadership

• Increase website traffic, engagement metrics, and search engine performance

• Increase the number of new patients

The remainder of this document lays out 8THIRTYFOUR’s integrated approach that will help

achieve these overall goals for Rx Optical. For specific measurements of success, please see the

section “Measuring Success” at the end of this document.

Public Relations A defined public relations plan will help Rx Optical reach its 2018 goals to increase exposure,

and brand awareness, in both the West Michigan and Ann Arbor markets. Company news or

announcements will be pushed to appropriate markets throughout the year. In addition to

monthly pitches, quarterly campaigns will also be a focus for the public relations efforts.

2018 Objectives • Secure 7-12 pieces of earned media throughout 2018

PR topics include, but are not limited to:

• Harmful UV rays in the winter and the importance of wearing sunglasses

• Rx blue light protection glasses

• Workplace Eye Wellness Month

• National Sunglasses Day

• Rx Safety Glasses

• How Rx can help pick the right frames for different face types

• Boutique frames that Rx carries

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Target publications/outlets include, but are not limited to:

• West Michigan Woman

• GR Magazine

• Grand Rapids Business Journal

• GRNow

• The Ann Arbor News (MLive)

• AnnArbor.com

• WZZM-TV

• WOOD-TV

• WMXI-TV

8THIRTYFOUR will follow the prospective pitch timeline laid out in the 2018 content calendar. This

timeline is subject to change based on trending topics or the campaign needs of Rx Optical.

Quarterly Campaigns The team at 8THIRTYFOUR takes pride in being a fully integrated communications firm, and

quarterly campaigns, which are supported by all elements in this document, are a great way to

tie everything together. Below are quarterly campaign recommendations for 2018.

2018 Objectives • Secure at least one piece of earned media for each campaign • At least 10 people posting their own content relevant to each campaign (utilizing

designated hashtag) • Increase Instagram, Facebook and Twitter followers by 10 people during each campaign • 300+ visits to each campaign landing page

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SPRING - March Madness (March - April) Tie in with the NCAA March Madness season and use this to leverage Rx sports safety glasses.

Post an “eye safety” trivia question twice a week during the tournament (3-week tournament – 6

questions total) and encourage people to comment with their answers. • Post the correct answer the following day along with a winner

• Choose the winner randomly out of the people who correctly answered

• Winners will receive a free PHD50 kit, free exam, or pair of safety glasses* (prize is

negotiable and can be whatever Rx is willing to give away)

Structure

• 8THIRTYFOUR will create the questions along with graphics to be posted on Facebook,

Twitter and Instagram

• Rx to decide what they are willing to give away to the winners (PHD50 kit, free exam,

etc.)

• Promoted via Facebook Ads

• Outreach to social media influencers or local sports teams for potential partnership to

promote campaign (will present costs or partnership terms closer to campaign)

• Campaign landing page will be created

• Social media cover images to promote campaign

• Website imagery to support campaign

SUMMER - Sunglass Selfie (June 27 is National Sunglasses Day) After the success of last year’s campaign, 8THIRTYFOUR will again execute a Sunglass Selfie

campaign surrounding National Sunglasses Day on June 27. Similar tactics used during last year’s

campaign will be implemented again this year. Structure

• Blog posts surrounding campaign and importance of wearing sunglasses

• Editorial PR pitching surrounding the campaign

• 8THIRTYFOUR will create social media graphics and posts encouraging followers to share

a #SunglassSelfie

• Our team will monitor coverage, engage with social media posts, and assist with a

giveaway

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• Promoted via Facebook Ads




FALL - Back to School (August) Tie in with back-to-school special and ask parents to post photos of their children getting ready

to head back to school with Rx frames. Parents love sharing photos of their kids. Gather photos

into an album and the photo with the most likes will “win”. The winner (a parent) will receive a

free exam, pair of frames for their kid, PHD kit, etc. (whatever Rx is willing to give away). Structure

• 8THIRTYFOUR will manage all photo submissions and create a Facebook album

• Posts will be created encouraging Facebook followers to vote on the best photo

• Rx to decide what they are willing to give away to the winners (PHD50 kit, free exam,

etc.)

• Outreach to local mom bloggers and social media influencers for potential partnership

to promote campaign

• Promoted via Facebook ads




WINTER - Rx Reflections (December)

This campaign will inform Rx followers about the importance of wearing sunglasses in the winter,

when the UV rays are still very harmful. Encourage people to take selfies, or regular photos, of

themselves wearing Rx frame sunglasses showing something cool in the reflection

(snowboarding, kids outside, sunny day downtown, picking out a Christmas tree, etc.) This

campaign is educational, while also encouraging cool/artsy photos. It can also be an

opportunity for people to REFLECT on 2018 as a whole - copy can also ask people to share what

they enjoyed most about 2018. People should use the hashtag #RxReflections.

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Photo example:

Structure

• 8THIRTYFOUR will monitor for #RxReflections posts and engage with them

• Outreach to social media influencers for potential partnership to promote campaign (will

present costs or partnership terms closer to campaign)

• Promoted via Facebook ads

• This campaign will be pushed through public relations by pitching TV/radio segments and

print pieces about the dangers of not wearing sunglasses in the winter




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Social Media

The 8THIRTYFOUR team has built a solid foundation and maintained an impressive content

strategy throughout the existing engagement. In 2017, the tone of Rx social media shifted to a

more personal approach that has been received well by the audience. The following social

media strategy identifies areas for improvement in 2018.

2018 Objectives • Receive 5,000 annual social referrals to the Rx Optical website • Achieve at least 1:45 time on site for social referrals • Grow Instagram to 1,000+ followers • Quadruple Facebook followers (achieving a total of 2,800+) • Receive 1,000 monthly Facebook post engagements • Maintain a 100% response rate, and less than one-minute response time

Facebook While Facebook is a visual platform, it is also a great place to share relevant industry

articles, links, and posts by other users. With the new Facebook algorithm that

encourages post engagement, meaning more than just “liking” something, it is important to

provide the audience when content that is sharable or something that they want to comment

on themselves. Facebook is great for reaching younger parents and adults that are 30+.

Frequency: 9-12 posts per week

Types of Content • Polls: Posts that encourage interaction will be crucial following the new Facebook

Algorithm update. Polls, like those that support the March Madness campaign, are a

great way to get users to engage with posts and participate in conversations.

• Contests: People love to share photos of themselves or their family, so content that

encourages these types of interactions will be given preference.

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• Graphics: Since fun eye facts perform well, as does content that is visually appealing,

8THIRTYFOUR will design on-brand graphics to present interesting eye care facts to the Rx

audience.

• Staff Spotlights: People-focused posts perform well. Posting fun employee spotlights or

photos that feature employees around the office will make Rx seem more relatable to

the followers and give off a more personal feel.

• Blogs: We will continue to share Rx blogs focusing on industry trends and events, eye

health and the background and history of Rx.

• Holidays: Posting graphics or “happy holidays” posts can again make Rx seem more

relatable to followers. We will help push content that is related to not only major national

holidays, but smaller “fun” holidays, like “National Sunglasses Day”.

• Quarterly Campaign Content: To support the quarterly campaigns (outlined above), we

will post relevant graphics and information in order to spread the word to Rx followers,

encouraging them to participate.

• Local Content: While hyperlocal content does not always perform as well, in order to

expand the Rx audience in West Michigan and Ann Arbor, we will share local events and

content by local organizations. We will also tag those places and groups to increase

reach.

• Product Posts: Shots of the frames Rx Optical carries will showcase the high-quality

products Rx has to offer.

Best times to post • M, W, TH, F 12:00-3:00pm • SA, SU, 12:00 & 1:00pm

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Additional Tactics • Facebook Live • Timely monthly cover photos (tying in with national holidays or eye-related holidays) • Sharing earned media and tagging the publications or outlets • Tagging employees in photos and posts to increase reach • Responding to Facebook messages in a timely fashion • Encouraging direct messages from users

LinkedIn Since LinkedIn serves a very specific industry of professionals, this is a great place to

establish Rx’s reputation as an industry leader. Content here should be more

professional, but also visually pleasing. LinkedIn also the opportunity to interact in industry

specific groups to showcase your industry expertise and network online.

Frequency: 3-5 posts per week

Types of Content • Blogs: We will continue to share Rx blogs focusing on industry trends and events, eye


• Staff Spotlights: LinkedIn is a career-driven platform, so posting about staff successes or

milestones is something that will perform well on this platform.



audience.

• Industry Articles: LinkedIn is a platform that encourages industry-specific content, and by

sharing relevant and timely articles related to the eye care industry, Rx can be seen as a

though leader and a source for important news.

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Best times to post • Tu-Th early morning, lunchtime or early evening • Posts on Tu and Th between 10am and 11am also perform well

Additional Tactics • Employees interaction:

o Joining groups and participating on conversations o Liking Rx Optical’s posts o Commenting on Rx Optical’s posts o Sharing Rx Optical’s posts

• Tagging publications when sharing their articles • Joining industry-specific groups where Rx can participate in conversation

o Ex: Eye Care Professionals

Twitter Twitter will be used in much the same way as Facebook but the use of hashtags,

current events, and influencers can be utilized on this platform more than any other.

Frequency: 14-20 tweets per week

Types of content

• Blogs: We will continue to share Rx blogs focusing on industry trends and events, eye


• Polls: Twitter has a polls feature that makes it easy to create and share polls on the

platform. Polls, like those that support the March Madness campaign, are a great way to

get users to engage with posts and participate in conversations.

• Current Events: Twitter is a fast-paced platform with “trending” hashtags or topics that

stay relevant for a short time. By joining the conversation about current events or

trending topics, Rx can increase brand awareness and build personal relationships.

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• Product Posts: Shots of the frames Rx Optical carries will showcase the high-quality

products Rx has to offer.



audience.

Hashtags to use: • Industry-specific: #eyecare #eyewear #glasses #vision #eyehealth #eye

#doctorsblog • Trending/timely: #superbowl #patriots #olympics #mondaymotivation

#thursdaythoughts #wednesdaywisdom #throwbackthursday #TGIF #fridayfeeling

#fridayreads #weekend

Best time to post: • M-F 12:00-3:00pm • 6:00pm is also a popular time

Additional Tactics • Retweeting industry-relevant content, and that of influencers • Sharing earned media and tagging publication/outlet

Instagram

With more than 500 million monthly active users, Instagram is a great place to

showcase the visual aspects of your brand. 8THIRTYFOUR will be implementing

Instagram into Rx’s social strategy in 2018 in order to increase engagement and reach a wider

audience. Given its visual nature, it’s a great place to share products, show what staff is up to

and get a little more personal with your audience.

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Visual Theme A great way to create an attractive and visually appealing page is to choose aspects to keep

consistency across your posts. Due to the nature and variety of Rx Optical’s imagery, this will

mean choosing one filter to use on all images. Other accounts choose to use the same angle,

backgrounds, or cropping.

Frequency: 5 posts per week

Types of Content • Product Posts: Images of frames and contacts will make great Instagram content.

• People Posts: RX staff in the office, during staff events, or during holidays are popular

across all channels and make great content for Instagram.

• Graphics: Since this is the best place for visually appealing content, 8THIRTYFOUR will

design on-brand graphics to present interesting eye care facts to the Rx audience.

• Quarterly Campaign Content: Instagram is an ideal space to share visual content in

support of quarterly campaigns.

• Holidays: Similar to Facebook, Instagram provides an opportunity for Rx to be relatable to

their followers by posting fun content surrounding both national and smaller “holidays”.

Rx can leverage tending holidays by posting pictures with holiday-specific hashtags.

Imagery We will gather images from a number of places:

• Graphics designed by 8THIRTYFOUR

• Team activities/office photos/staff photos provided by Rx Optical

• Product images provided by Rx Optical or from brand websites

• Photos of the public submitted through a photo submission landing page

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Example Posts

Best times to post • Weekdays at 5pm (catching those leaving work) • Weekdays at 2am (catching those who look first thing in the morning) • Wednesdays and Thursdays are top-performing days

* Particularly for Instagram, this varies significantly based on account – our team can review post

performance in analytics to adjust for best post times for Rx.

Hashtags • Industry-specific: #eyecare #eyewear #glasses #vision #doctorsblog #localbusiness

#michigan #vision #RxOptical #optometry #optician #sunglasses #frames

#westmichigan #michigan #business #eyes • Trending/timely: #throwbackthursday #picoftheday #love #photooftheday #tbt

#happy #healthy #lifestyle #inspiration #goodmorning

* 7-10 is the ideal number to use on Instagram posts

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Blogging Blog posts will be used to inform the Rx audience, increase engagement, and support both lead

generation and customer retention. Blogging also positions Rx as a thought leader in the

industry.

2018 Objectives • Generate 100 page visits annually per blog post

• Maintain at least a 50% bounce rate

• Maintain time on page of at least 1:40

Frequency: 2x per month

Search Engine Optimization

The following SEO tactics will be used to optimize each blog post: • Keyword research

• Metadata

• H1s and H2s

• Readability enhancements

Topics

Based on keyword research and other marketing initiatives, topics have been identified for 2018.

A complete list of topics can be referenced in the 2018 content calendar, but include the

following:

• How to pick the right frames for your face • Tips for protecting your eyes from computer screens • Makeup and your eye health • Fashion glasses: Frames as an accessory, not a necessity • Close your eyes to protect your eye (Your eyes and sleep deprivation) • The past is back: Old meets new in the latest sunglasses trends

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PPC Advertising

2018 Objectives • Achieve 10 exam appointments per month

• Reach 10 calls per month

• Achieve a 2% CTR on search campaigns and .4% CTR on display campaigns

AdWords, Map Ads When AdWords is linked with Google My Business locations, Google allows ads to be shown in

local search results and on Google Maps. An example of one of these ads can be seen below.

These ads will be the first to go live, and will be associated with each location. Bid adjustments

will be made for the highest priority locations, such as Ann Arbor.

AdWords, Search Campaign The success of search campaigns is dependent on the searcher’s intent. Keywords must be

curated based on this, and keep in mind how people are searching (e.g. mobile, voice,

desktop).

Example search ads are shown below.

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Campaign Structure

The initial campaign will include keywords based on people looking for quality eye care, and

those willing to call and make an appointment. The location extension will also be shown in the

main text ads, alongside other extensions such as phone and sitelink extensions. • Eye Exams

o Children’s eye exam

o Eye exam near me

• Eye Doctor

o Children’s eye doctor

o Top eye doctor

o Eye doctor near me

• Eye Care

o Children’s eye care

o Top eye care

o Eye care near me

• Optometrist

o Optometrist near me

o Children’s optometrist

o Top optometrist

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Sample Ad Copy

75 Years of Quality Care - Rx Optical We care. We’re different. We see you. Call Rx Optical today for the top eye care in Michigan. Save Money on Vision Care – X% Vision Savings Save your vision and your wallet. Seniors save X% with Rx Optical. Protect Your Glasses - 25-Month Worry-Free Warranty Life happens. Our warranty protects your glasses. Call Rx Optical today.

Protect Your Glasses - 25-Month Worry-Free Warranty Life happens. Enjoy a worry-free warranty and free cleaning kit. Call Rx Optical today.

Ad Extensions

• Callouts

o Top eye care

o Optometrist

o Family eye care

o Top rated eye doctors

• Sitelinks

o Blog

o Eyeglasses

o Sunglasses

o Insurance

o Member programs

o Contact us

• Phone number

• Location

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AdWords, Display Campaign

Display campaigns are a cost-effective way to increase brand awareness. With these

campaigns, advertisers leverage visual banner ads and place them in front of a large, slightly

targeted audience. The emphasis here is on quantity of impressions. Display ads will be targeted based on the target audience’s geography, topics and interests, as

well as with a remarketing campaign to reach an audience that has already shown interest in Rx

Optical.

The primary focus of these ads will be to support the quarterly campaigns that have been

identified. Below are the targeting options that have been identified. • Audience 1

o Topics: Parenting

o Affinity Audience: Family Focused

o In-market Audience: Baby and Children’s Products

• Audience 2

o Topics: Technology News

o In-market Audience: Consumer Electronics

o Affinity Audience: Technophiles

o Affinity Audience: Business Professionals

o Topics: Professional and Trade Associations

AdWords, Remarketing Campaign Initial remarketing will be to users that have previously visited the website. These users have

shown interest in Rx Optical already so they will be more likely to convert. This audience will be

used to support all AdWords campaigns. Additional data collection, through digital and in

person platforms, is recommended to expand the remarketing list and create potential new

audiences.

Facebook/Instagram Advertising Campaigns Social platforms have industry-leading data that allows brands to target a specific subset of

people based on various demographic and psychographic criteria. These ads appear directly

within an individual's’ newsfeed, when the user is engaging in a personal space; they are non-

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invasive. These campaigns are excellent at communicating specific messaging to the

appropriate audience. Facebook’s unique data collection makes it the perfect platform to reach the third identified

market, U of M employees. Facebook allows for targeting people based on employer, so U of M

employees in Ann Arbor can be easily identified and informed of the insurance compatibility

that Rx Optical offers.

Instagram advertising uses the same platform as Facebook, including the robust targeting

capabilities. Instagram will be included in the optional networks when creating ads, and will be

shown as sponsored posts and in Instagram Stories. Since Instagram is a highly visual platform,

the imagery will be carefully selected to look native to the platform. 8THIRTYFOUR recommends leveraging social media to support both the quarterly campaigns, as

well as increasing awareness in Ann Arbor. Budget recommendations are included below.

Landing Pages

The existing location landing pages will continue to be used, and will be reevaluated upon the

new website’s completion.

Budget Recommendations Below are potential traffic estimates at different budget levels. It is important to note that these

are estimates. Performance depends on many factors such as budget allocation, bidding

strategies, campaign duration, and optimization. Additionally, this can be adjusted month-to-

month based on goals and performance.

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AdWords

Monthly Budget Potential Reach Projected Clicks Cost-per-Click

$750 Search/maps 10,000 300

$2.50 $750 Search/maps $250 Remarketing 25,000 750

$1.33

$1,000 Search/maps $250 Remarketing $250 Display 40,000 1,200

$1.25

Facebook & Instagram

Campaign Budget Potential Reach Projected Clicks Cost-per-Click

$750 6,250 250

$3.00 $1,000 8,250 420

$2.38

$1,500 12,500 500

$3.00

$1,750 14,000 560

$3.13

Search Engine Optimization

2018 Objectives • Maintain 42% (or lower) bounce rate from organic traffic

• Achieve 115,000 annual page views from organic search (11% increase from 2017)

• Improve domain authority to 34

Current Performance • Domain Authority: 29 (Pearle Vision: 55, My Eye Doctor: 40, Eye Mart Express: 37)

• Organic Traffic: 76.70% of website traffic, 42.73% bounce rate, 1:59 session duration

• Organic Pages/Session: 3.42

• Linking Domains: 10

• Linking Anchor Text: primarily empty, or website domain

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Keyword Grand Rapids Ann Arbor Lansing Kalamazoo

eye doctor near me 9 15 19 2

ann arbor optometry N/A 51+ N/A N/A

grand rapids eye care 10 N/A N/A N/A

eye doctor ann arbor N/A 17 N/A N/A

eye doctor grand rapids 7 N/A N/A N/A

eye doctor 51+ 51+ 51+ 5

optometrist 51+ 51+ 51+ 51+

eye exam 9 51+ 51+ 3

eye care 51+ 51+ 51+ 16

eye exam near me 5 13 10 3

family eye care 51+ 51+ 51+ 51+

children's eye care 51+ 51+ 51+ 9

eye care near me 12 51+ 51+ 2

Analysis of Current Performance and Rankings • Organic traffic accounts for the largest portion of website traffic, and engagement

statistics such as bounce rate and pages per session look good.

• Rankings are most impressive in Kalamazoo area, frequently appearing on the first page

of results. In Grand Rapids, typical rankings are bottom of first, into second page. Ann

Arbor and Lansing areas need the most improvement.

• Rx performs best with location-specific searches and queries suggesting voice search,

such as ‘eye exam near me’, ranking 5, 13, 10, and 3rd. in various geographic areas.

• Pearle Vision, Vision Works, LensCrafters, and America’s Best are toughest competitors in

the organic space.

• Location-specific landing pages drive the most organic traffic, with Children’s Eye Care

and Exam Scheduling also performing well, based on queries.

• There is an opportunity to increase the number of inbound links, and optimize existing

links with relevant anchor text.

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• While many positive reviews exist on Google Business pages, there is an opportunity to

generate additional content and improve this, especially for certain locations.

2018 Top Priority Keywords • Eye doctor [city name]

• Optometrist [city name]

• Eye exams [city name]

• Eye exam near me

• Children’s eye doctor

• Optometrist near me

• Eye doctor near me

• Prescription glasses [city name]

• Contacts

• Eyewear

• Family eye care [city name]

Tactics • Q1:

o Keyword research

o SSL Certificate

o Google My Business optimizations

§ Updating imagery, include 3-5 images for each category

§ Include posts when applicable

§ Optimize naming conventions

• Q2:

o Link building and optimization

o Review generation campaign

• Q3: Additional opportunities pending new website

• Q4: Additional opportunities pending new website

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Website The website is an integral part of all campaigns, and as such, certain considerations should be

taken during the redesign. Given the integrated nature of these initiatives, it is imperative that

8THIRTYFOUR is kept up to date on development and capabilities of the new site to ensure

success in all campaigns. Recommendations for the new site follow: • Mobile first design

• Location based landing pages

• SSL certificate

• Photo submission landing pages

• Content optimized for searchability and readability

• Images and content optimized for site speed

In-Office Recommendations In order to fully engage with Rx Optical patients, it is important to have in-office signage that

help support different aspects of the overall integrated campaign, including, but not limited to: • Signage encouraging patients to follow Rx Optical on social media platforms

• Signage with information pertaining to the quarterly campaigns detailed above

(hashtags, social handles, etc.)

• Takeaway handouts with instructions on how to leave a review online

In-store examples:

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Measuring Success: 2018 Objectives 2018 initiatives will be continually monitored and will be evaluated on an ongoing basis. Below

are indications we will look to in order to measure the success of the campaign.

• Public Relations

o 7-12 earned media placements throughout 2018

• Quarterly Campaigns

o Secure at least one piece of earned media for each campaign o At least 10 people posting their own content relevant to each campaign (utilizing

designated hashtag) o Increase Instagram, Facebook and Twitter followers by 10 people during each

campaign o 300+ visits to each campaign landing page

• Social Media

o Receive 5,000 annual social referrals to the Rx Optical website o Achieve at least 1:45 time on site for social referrals o Grow Instagram to 1,000+ followers o Quadruple Facebook followers (achieving a total of 2,800+) o Receive 1,000 monthly Facebook post engagements o Maintain a 100% response rate, and less than one-minute response time

• Blogging

o Generate 100 page visits annually per blog post

o Maintain at least a 50% bounce rate

o Maintain time on page of at least 1:40

• PPC Advertising

o Achieve 10 exam appointments per month

o Reach 10 calls per month

o Achieve a 2% CTR on search campaigns and .4% CTR on display campaigns

• Search Engine Optimization

o Maintain 42% (or lower) bounce rate from organic traffic

o Achieve 115,000 annual page views from organic search (11% increase from

2017)

o Improve domain authority to 34

rx optical 2018 communications strategy forclientreview 1.31.18 · 2018-05-08 · 1 overview in...

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