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.

Social Media Management for Bauer & Clausen - Box 117 Creative

 

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.

Social Media Management, Box 117 Creative, Billings, Montana, Bauer & Clausen

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.) 

Rac Card and Patient Mailer, Bauer & Clausen Optometry, Patient Marketing

 

 

 

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. In-Office Banners and Thank You Notes for Bauer & Clausen Optometry

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

Billing Insert, Bauer & Clausen Optometry, Billings, MT

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)

Print ads for Bauer & Clausen Optometry - Box 117 Creative

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.

Direct Mailer Letter, Bauer & Clausen OptometryDirect Mail Marketing, Bauer & Clausen Optometry, Billings, Montana Postcard 1 Bauer & Clausen Optometry Direct Mail Campaign

 

 

 

 

Bauer & Clausen Optometry Direct Mail Campaign Postcard 3

“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.

Marketing new office for Billings optometrists

 

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.

PR for Bauer & Clausen Optometry - Billings, Montanan

 

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.

 

Gate-folded VIP open house invitation for Bauer & Clausen Optometry, Billings, MT

 

Bauer & Clausen VIP event photos

 

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)

Before and After BillingsEyeDocs.com Website

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.

Julie Green, Box 117 Creative, Billings, MT

 

 

Giving Social Media “A Voice”

Giving social media a voice, Box 117 Creative, Billings, MT

The Most Common Social Media Challenge for Small Businesses

More business than ever are tossing their hats into the social media ring–and admittedly for good reason. Facebook, Instagram, Linked In and Twitter have been repeatedly proven as viable resources for generating new and repeat business.

When small businesses approach me about their social media marketing efforts, I have noticed that many have challenges in common.  Consistency–or frequency–is commonly a concern, as is the struggle that comes with trying to balance what they post. Are they selling too much? Socializing too much? Posting the right kinds of images?  And there is most certainly a common frustration in terms of when and how to boost posts or otherwise deal with advertising.

But in all honestly, the one thing that businesses of all sizes struggle with the most when it comes to social media isn’t any of those listed above.  It is this: having a consistent and authentic “voice” throughout their videos, images, posts and ads.

Social media management for small businesses - Billings, MTThe Power of a Voice in Social Media

I first started working as a social media manager in about 2010, a time when a lot of businesses were just starting to really understand the power of what social media could potentially do. It was new for them and for their customers alike, and it definitely looked a lot different than it does now.  Fortunately, the client with whom I worked was in the first stages of social media adoption. They decided to use Facebook as a “test” to see what would happen.  Fortunately, they had an established brand, one that was known well throughout the U.S. That gave me and the team with whom I worked certain advantages, specifically, we already knew how they “sounded” in other marketing pieces. Thus, in a fairly short time we were able to develop a social media voice that was consistent with the brand.

It was fun watching consumers respond to those early posts. Many of them were also new to Facebook, not having been one of the lucky college kids with an account thanks to their .edu standing. They actually seemed to truly enjoy having the chance to chat with a corporation they’d engaged with for years in other ways. If the company asked a question, they were happy to answer it.  And it was pretty astounding to them when they’d mention something and the company would comment on it.

Today that page has hundreds of thousands of followers, but one thing has not changed. They still look, feel and sound the same.  Their voice is consistent to who they’ve always been–and it’s become a powerful marketing tool for a still-thriving business.

Finding Your Own Voice in Social MediaBusinesses using social media should have an authentic voice.

But what if you’re a new company, or a business that hasn’t used social media and maybe had never even thought about it until now?  The answer is to start small, and work your way towards where you want to be. I have my own methods, but ultimately it all comes down to being true to yourself and your target audience.  Think about who you want to talk to, where they’re likely to be in the social media realm and what they’d like to learn about you. Social media is a great place to start conversations, to ask questions and to share “behind the scenes” types of things that your ideal customers have always been curious about.

Here are a few more suggestions to consider as you develop your brand voice on social media:

  • Mix it up.  Remember–social media provides opportunities for a two-way conversation. Find ways to engage with, not just talk “at” your audience.  If appropriate, use Facebook Live for example, or at least post edited videos. Ask questions, look for opportunities for some light-hearted humor, and enjoy the chances you have to get to know your customers.
  • Get your team on board.  Your staff needs to know what you want to accomplish with social media and any expectations you might have about their participation. Some may be eager to be in images or videos while others are less so, and that’s okay–just talk with them about it. Also, make sure they’re aware of what’s okay and not okay in terms with how they promote or otherwise engage with your brand on social media. Hopefully, you’ll have a team that wants to share the great things happening in your company in a professional and positive way.
  • Be an original.  Don’t just share things from other sources–demonstrate who YOU are. It’s totally okay to share an industry article now and then, but let most of the content be about your company. Another tip–don’t go out and grab Google images for your business page. Take your own photos, or opt to use royalty-free images. There are many free resources available online.

If you have any questions about social media and developing the right voice for it, I hope you’ll get in touch. In the meantime, I’ll look for you on Facebook and LinkedIn.

Signature Julie

 Content Development & Management •  Social Media Management • Brand Message Development  •  Email Content •  Copywriting • Sales Materials • Consulting & More

Getting Social (Media) With the Weather

Social Media, Billings, Montana, social media

I’m the first to admit that I don’t often call out a government agency for doing something right, but I doubt I’m not alone. So color me happy that I have the privilege of doing just that–especially when it’s because of their presence on social media. 

Forecasting–and Broadcasting–the Weather on Social Media

The U.S. National Weather Service has an office here in Billings, US Weather Service Coverage in Billings, MT - social media useMontana staffed with meteorologists and other professionals whose job it is to study, forecast and inform about the weather.  It is how they use social media–Facebook in particular–to inform those living in or traveling to our area for which I applaud them most.

First, I want to share their area of responsibility which, according to their website, takes in 15 counties in south central Montana as well as Sheridan County, Wyoming.   For those living in smaller U.S. states, this may not seem that impressive, until you realize that those counties take in more than 40,000 square miles.

That’s about the size of the entire state of Tennessee.

Or the states of Rhode Island, Delaware, Connecticut, New Jersey, Massachusetts, New Hampshire and Vermont combined.

US Weather Service in Billings Montana service area compared to eastern states

Their service area also takes in about 250,000 people–about a quarter of the population of Montana–including many in the small rural communities our part of the country is known for. So how do they keep us all informed of upcoming weather concerns?  Facebook and Twitter.

In December 2016, this region was hit by waves of snowstorms–some of which are still happening as I write this post.  The most significant began in the middle of the month, with not only significant snowfall, but also hazardous winds and sub-zero temperatures. As the peak of the storm grew nearer, the US National Weather Service’s posts grew more frequent, and they used a variety of techniques to share information in a variety of ways:

Radar images

On their Facebook page, the Weather Service provided radar images and updates along with explanations about what the images indicated. Not only do these types of images grab attention and lend a “scientific” emphasis to their reporting, but also provide insight into how they work and what they look for in forecasting events.

Radar Images shared by US Weather Service on Facebook
Images from US Weather Service Billings Facebook Page

Facebook Video

The use of video on the US Weather Service’s Facebook page is a useful technique for a whole host of reasons.  First, the use of Facebook video continues to grow as a tool used to reach and engage users.  The videos used on this page do both–and do a great job of educating those users as well. Another benefit: we all know that Facebook loves native video and often places it above other types of posts as part of their algorithm.  This draws more attention to the page itself (good for the page) and increases the likelihood that the target audience is going to see often critical messages.

 

Charts, Infographics and Images

Some of the other types of posts the Weather Service includes on their Facebook page are charts (yes, it really was that cold), infographics, photos and other images.  Each shares a different type of information, whether what’s to come, what to look for or how to take precautions in extreme weather.

us-weather-service-charts

screen-shot-2016-12-28-at-7-05-18-am

 

Images from the US Weather Service - Billings Facebook page
Images from the US Weather Service – Billings Facebook page

Calls for Participation

One thing that the Billings office of the U.S. National Weather Service does incredibly well is encourage its audience to participate on the page. People can post weather events from their location any time, serving as their own “weather reporters.”  Sometimes, the page requests posts, such as during the local snow event.  In addition to the call for images shown below, which garnered more than 130 responses, the Weather Service has also asked for images of blowing and drifting snow in certain areas, noting that doing so can help to save lives of those living in the area or traveling along the I-90 corridor which spans much of our state.

Audience engagement on the weather service facebook page
Images from the US Weather Service – Billings Facebook page

High Levels of Engagement

us-weather-service-fb-snippetsAsking for participation is only the beginning.  The forecasting team also maintains an incredible amount of engagement with the audience. During this and other weather events, team members answer visitor questions as quickly as possible, sharing key information about road conditions, school closures, travel advisories and additional safety-related items. While not answering every query, they take the steps most important when it comes to social media management:

  • Responding on a timely basis
  • Addressing their audience well
  • Providing useful information clearly and effectively

As you can see, the U.S. National Weather Service in Billings is doing so much right when it comes to using social media to share much-needed information to their service area. As a social media professional myself, I find it impressive to see how well they’re using these tools to facilitate their work and their role in our communities. I’m not alone in thinking so.  It’s not unusual to have people from other locations throughout the United States who are either from Big Sky Country (or who will be visiting it) express their appreciation on the service’s Facebook page. They’re also quick to indicate how much they wished their local weather office provided the kinds of information we have readily available.

The only flaw I can find? They can’t seem to find a way to turn off all of this snow.  I guess we’re just going to be stuck with it a few days (or weeks or months) longer.

Signature Julie

 Content Development & Management •  Social Media Management • Brand Message Development  •  Email Content •  Copywriting • Sales Materials • Consulting & More