Seeing Clearly: Bauer & Clausen Optometry

Marketing for Bauer & Clausen Optometry, Billings, Montana - Box 117 - Julie Green

I clearly remember the day that I met Dr. David Bauer and Dr. Robin Clausen of Bauer & Clausen Optometry for the first time. I was to come to their office, which certainly seems an easy enough task…until I first parked in the wrong parking lot and then, when I did find the right door, went completely the wrong direction. Perhaps I should have asked them to check my prescription then and there–but they were both incredibly gracious to me about being a few minutes late. In the time that followed, I learned about how they started their business and, more importantly, where they hoped to take it. They expressed their main goal was some help with their social media. Having done some research about them prior to our meeting, I agreed there were some opportunities. As it turned out, however, that was only the beginning of a series of amazing work created for this outstanding optometry office.

Social Media

This was a client for whom social media really helped to build a solid brand. Bauer & Clausen Optometry already offered beautiful eyeglasses, trend-setting sunglasses and had an amazing customer service team. My job was to figure out a way to capture all of that, and knew that a combination of custom photography and on-trend messaging would be a great start. Working with local photographer Nikki Schaubel, that’s exactly what Box 117 was able to do.

In addition to product and service posts for Bauer & Clausen, informational, education and humor posts were also included as part of their social media strategy and execution. We even used it to introduce team members and celebrate internal successes.

Ultimately, these same posts were resized to create images that could be easily rotated on screens in the waiting room, and some of the images were included in calendars and even in-office art installations.

In-Office and Patient Marketing

I will always remain impressed with Dr. Bauer and Dr. Clausen’s attention to finding ways to keep in touch with their patients. An updated rack card shares information with patients and visitors while they’re in the office, and engaging letters focused on sharing information with patients as well as the parents/guardians of pediatric patients continued to educate and inform. (Graphic Design by Freeform Design Co.)

Thank you notes to patients who referred others to the practice include a special return offer, while colorful pull-up banners share promotions or seasonal events.

Another engagement effort included adding inserts into patient statements, like this one:

Print Advertising & Direct Mail

Bauer & Clausen Optometry was already doing print ads with local publications when Box 117 Creative came on board. After seeing our work with social media, they asked us to share ideas for those ads as well. These efforts allowed our team to reach new audiences for Bauer & Clausen while showcasing the client’s sophisticated look in seasonal ways. (Design by Freeform Design and WutzPossible)

I also got to put more of m writing skills to work as I assisted in creating feature stories about eye health for Billings-area magazines.

As the founders of Bauer & Clausen Optometry, David and Robyn also wanted to try a variety of methods to reach out to new clients. In addition to online and print ad efforts, they decided they’d like to do a multiple “touch” direct mail campaign. It included a letter, postcards and a “lumpy” mailer complete with eyeglass cleaning cloth. It was an effort that definitely got people talking–and bringing them into the practice.

“On the Move” Marketing Campaign

Although virtually every project Box 117 created for Bauer & Clausen Optometry was fun and engaging, perhaps one of the most exciting was to help them announce the opening of their new office. It was something they’d been planning for years, and getting to be a part of its rollout was truly fantastic. Postcards, billings inserts, postcards, social media posts and advertisements all announced the news as ground was broken and a beautiful new space was created.

Box 117 Creative also worked closely with the Billings Gazette, which featured Bauer & Clausen Optometry in their Construction Zone special feature. The write up talked about the unique characteristics of the new office, from the spa-like setting to the latest technology being used to improve patient experience.

A VIP event was the an ideal way to showcase all of Dr. Bauer and Dr. Clausen’s work in creating their new space. Our team had the opportunity to create a unique gate-fold invitation and assist with event planning to make sure it all went off without a hitch.

A public open house was also held to welcome patients and others throughout the community to tour new the new Bauer & Clausen Optometry. In addition, a match-fold “hello neighbor” went out to other businesses in the area as part of welcome baskets, while everyone in the nearby neighborhood received a special greeting of their own.

Website

Last but certainly not least, Box 117 Creative had the opportunity to work with Bauer & Clausen Optometry to create a new website that reflected who they are today as well as where they’re going tomorrow. The responsive, mobile-friendly BillingsEyeDocs.com now features stunning lifestyle photography as well as more information about eye care, the beautiful eyewear carried by Bauer & Clausen and information for new patients to help ensure their experience is an outstanding one. David and Robyn allowed Box 117 to take the lead on design and content while providing great insights about the services they provide and how they provide them differently. (Before and after shots, below)

The fact is, I and the graphic designers, programmers and photographers I work with were immensely blessed the day we began to help Bauer & Clausen Optometry move their brand forward. They are wonderful people with a great mission for serving their patients–and best of all, they are fantastic eye doctors. Just ask my family and me–we all count ourselves fortunate to be patients of Dr. Bauer, Dr. Clausen and Dr. Forsch. If you’re looking for an eye doctor here in Billings, I hope you’ll give them a call. And if you’d like to have help moving your brand forward in a big way, too–feel free to reach out to me.

May 11, 2016July 6, 2019

Getting to Know Haslam Family Dental

Meeting the Haslams

Were I to guess, I would say the first time I saw Michele and Cody Haslam, it was on the playground at our local elementary school. Their daughter and my son would have been going into kindergarten together. I admittedly don’t remember much about that day, as there were a lot of tears being shed, and I don’t think the Haslams and I actually introduced ourselves to one another.

Now, fast-forward a few years (and a few tears) later. Together, the Haslams and I had survived piano lessons, school fundraisers, class parties and our oldest two heading from elementary school to junior high (yes, more tears.) Continue reading “Getting to Know Haslam Family Dental”

November 13, 2014July 6, 2019

Cody Mural Website

Cody WY – bringing history back with a website.

If you were to ask people what they knew about Cody, Wyoming, most of them would likely talk about the man after which it was named: William “Buffalo Bill” Cody. Few, however, would be able to tell you about the history of the pioneers who settled the Big Horn Basin in which the town is nestled or know about one of the most unusual art pieces in the region.

In coordination with Kinetic Marketing & Communications, I had the opportunity to help change that by creating a dynamic new website sharing the story of the Cody Mural and its attached pioneer museum. The new site shares the story of not only how the mural and museum came to be, but why they came to be. Because I am originally from the Big Horn Basin, I admit that getting to tell the story of its settlement at the turn of the last century was a great personal experience. Professionally, I am also pleased to know that the client’s goals of gaining a higher profile among tourists from around the world via its website continue to be realized.

Work completed:

Client interviews
Creative overview, brief and presentation
Keyword and key phrase research
Content development

June 9, 2014July 6, 2019

I Mustache You to Be On Trend

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower.

And really, isn’t that that where every great company wants to be?

Working in the creative field, part of my job as a freelance writer is to ensure that the content I write and the ideas I come up with reflect what’s trending not only in my clients’ respective industries, but also in the common culture at large. As a result, I suppose that I tend to get a little grumpy when I see retailers and other companies falling behind in their ability to reflect what’s happening right now.

This weekend I was in a “big box store” which caters to hobbies like scrapbooking. And it has a lobby. (That’s a thinly veiled clue right there.) Walking through the aisles I saw–repeatedly– a plethora of mustache-themed stickers, signs and other similar items. Here’s the problem: the mustache trend began over 5 years ago.

The first time I saw the mustache look was in 2010, when I was looking through ideas for ad agency Christmas cards. In the midst of all the ugly sweater pictures and awesome “fold your own” cards, I found one from the prior year which included an awesome photo of the agency folks as a “mustache yourself” printable. It was clever and funny and just irreverent enough to make me take notice. Over the next year I saw the look begin to pop up on leading retail sites, then all over Pinterest. In fact, I incorporated mustache’s in my 5-year-old’s art-themed birthday party in late 2011.

Now keep in mind that big box store isn’t alone in its behind-the-curve efforts. In fact, there are a wide variety of companies in a wide variety of industries that aren’t staying on top of trends because often they’re so focused on the business of business that they don’t have the time, energy or resources to do so.

Often, however, being behind the proverbial 8-ball when it comes to current trends also means being behind in other areas. For instance, some companies still have websites that lack the responsive designs that are critical in today’s business environment, when those sites are being viewed on phones and tablets. Too often, their websites aren’t updated (some are downright stagnant) or optimized, and those that could benefit from social media aren’t taking advantage of it (while others for whom social media may not be the best choice are relying too heavily on it).

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower. And really, isn’t that that where every great company wants to be?

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

May 12, 2014July 6, 2019

Telling Your Story

Thoughts from a freelance writer

As a freelance writer, I have the opportunity to work on a lot of different projects, from websites to writing magazine articles. Recently, I was approached by a local historic organization and asked to write the brochure for their upcoming home tour–one of their primary fundraising events.

Unsurprisingly, the project required me to take the home tours myself, meeting the current homeowners and talking to them about the history of their homes. As one who firmly believes that a building is more than just a collection of wood, windows and the occasional archway, I also wanted to know more about the homeowners themselves.

One of the people I had a privilege to meet had an amazing story to tell. Born in Boston, she met her first husband during World War II, married him four years later and moved to northwestern Montana. There, this first-generation American became a self-taught artist whose works have been purchased by some of the biggest names in Hollywood. Widowed while still in her 30’s, she raised her four children on her own, moving them across the state to Billings to ensure they had better opportunities. Her home–one of the most distinctive I have seen in quite some time–is warm and beautiful, a perfect reflection of her own personality.

As I talked with her, I became enthralled with her unique life story and asked her if she had written that story. With a wave of her hand, she laughed and suggested that few, if any, would be interested. Detailing the many things I’d learned about her in our time together, I suggested otherwise.

I’m always amazed how people are hesitant to tell their life stories. I’m also surprised at how many companies are equally as reticent to do the same. Oh sure–they’ll tell what products they sell or what services they offer, but they too often refuse to get to the heart of what makes them different, and that is their own story.

Why did the business begin? What was it like in those first years? How has it changed? Why do they offer the specific products or services they do? How do they relate to their customers? What truly, madly, deeply, authentically sets them apart?

Failing to take the time to tell your story (and tell it well) means that you’re failing to take advantage of the opportunity to reach your customers. If you’re having a hard time telling yours, I hope you’ll contact me.

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

February 19, 2014July 6, 2019

Hiring a Writer for Web Copy

We’ve all heard the phrase, “Easier said than done.”

Okay, I admit it: having written content for websites of every size and for a variety of industries, I thought it would be a piece of cake creating content for my own freelance writing website. Ha! The joke was on me!

For many clients with whom I have worked, one of the most difficult things about writing content for their own website is that they are (naturally) very close to the situation. For some that might mean erring on the side of putting every single tiny detail about their business onto the site, which generally requires the creation of layers upon layers of navigation or, in the alternative, long pages of details few people will read. For others, it’s putting too little copy in, or copy that may lack relevancy. And still for others (psst–this would be the toughest thing for me, and I think for a lot of independent service providers) it’s wondering at what point facts start to seem like, well, bragging. For those reasons, clients opted to hire a writer to create content for their respective websites.

Now, it didn’t make a whole heck of a lot of sense for me to have someone else write my site; after all, this is what I do. In fact, I love writing content for websites. So instead, I sat down and started hammering it out, then turned to trusted friends and colleagues to give me their feedback. In fact, there’s not a page or post on this website that hasn’t been or won’t be reviewed by someone who’s not…well…me.

So, now let’s talk about what’s really important (as opposed to my own angst) and that is: you. If you don’t have a website yet, or if you’re ready to revamp your site, working with a third party can bring a lot of benefits:

You have a business to run, and if you have to try to find time to write a website in the middle of your day-to-day work, it’s either not going to happen or it’s not going to happen the way you’d like. Hiring a writer to handle those details takes a load off your shoulders.
A third party can help determine what should (and shouldn’t) be on your site, then craft messaging designed to make the most of who you are and what you do.
Not everyone is a copywriter–and not everyone understands web copy. And you know what? That’s okay. Listen, there are so many things I wish I could do, from playing the guitar to being a graphic designer. Unfortunately, I haven’t had the training to make me good at either one. (Yet another admission: I actually took guitar lessons twice, but there is something about my fingers that refuse to work properly when it comes to comes to holding down those strings.) So if writing isn’t your strength, find someone for whom it is.

If you want to see a quick primer on the work that goes into writing great web copy, enjoy this oldy-but-goody article from Smashing Magazine. In the alternative, if you’re more focused on building your business as opposed to honing your skills at writing web copy–but are ready to bring your website some interest and depth–I hope you’ll contact me.

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials