Brand Builders: Physicians

RUSSO is a Branding Agency – and as a branding agency, we are believers. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior.RUSSO was launched in February of 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo. Since then, RUSSO has grown to include a diversified client roster including experience with a wide variety of industries and geographies. Our branding process, Razor Branding™, permeates all levels of advertising, marketing, interactive, social media and media management – giving us a unique advantage in first identifying our clients' audience, then developing messaging, strategies and creative that builds consumer loyalty and brand advocacy.

brandRUSSO

Industry-specific: physicians, physician practices, plastic surgery practices, wellness clinics, physical therapy clinics, nutritionists, dermatologists, urologists, cardiologists, podiatrists, chiropractors, and dentists)
Identifying your audience: hint, it’s not everyone. - This section will review the demographics and psychographics of your potential clients, where they get their information, and how this has changed over time. Generational marketing will look at how each generational group refers to be communicated with.
Standing Out - It is through this section that we’ll discuss what makes you stand out in the market and identify your niche. In such a crowded marketplace, how can you stand out against your competition? We will go through the 4 Ps (price, product, placement, promotion) and the 5th p (promise) to create a plan to focus on relational marketing instead of transactional.
Making a Statement - The words you use are important and should make an impact. Here we review language you should steer clear from and verbiage that will resonate with your target audience. Develop a thought leadership plan to share your expertise with your potential clients.
Advertising Options - Which media outlets are right for you? Tv, radio, newspaper, magazines, billboards, sponsorships, direct mail, and PR...there's so much to consider. We will cover how to analyze each option and determine which options are best for your company.
CRM: Your New Best Friend - While an Excel document may be how you’re tracking your current and potential customers now, there are much more effective options available. We will discuss these options and how your CRM can be your secretary, sales assistant, and email tracking system all in one. We will also create a system to automate your marketing efforts to save time and get a better result.
Digital Advertising - Where should your message go? We’ll talk about the best options for your business, including display ads, retargeting, search engine marketing, and more. We will cover how you should set up the ads (hero image, targeted message, call to action) and where you should place them to reach your target audience.
Conferences and Tradeshows - Attending a tradeshow or conference can be vital in gaining new customers, but how can you make the most of your experience? This topic will cover the tactics and strategy for before and after the tradeshow to make the best use of your time and budget.
Social Media - Need we say more? In this section we dive deep into social media apps, best practices, hashtags, do’s & don’ts, contests, and engagement. We will cover Facebook, Twitter, Instagram, LinkedIn, YouTube, and Pinterest and how you should use photos, videos, and reviews to build your brand. Also, we will tackle the best practices for employee policies and how to respond when someone posts something negative about you.
Website - We will teach you the essentials of why your website needs to serve as more than just a brochure, but also as an important member of your sales initiatives. We will cover everything from the best platform for your business, integration of a shopping cart, utilize search terms to improve SEO, ensure your site is mobile-friendly, and whether or not you need a blog.
Sticking to Schedules - Our team members will work with you in scheduling out a content calendar and plan for the next quarter. This will include social media, digital media, traditional media, PR, and other events to boost your business. You’ll leave with a schedule in hand that you and your team will be ready to roll out.
Brand identity, website, advertising plan, and social media analysis.
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When: Wednesday, April 8 from 8 AM to 1 PM Where: Downtown Workshop @ RUSSO. 204 Polk Street in Downtown Lafayette. Parking in the Vermilion Street parking tower is advised. Cost: $400 (Early Bird is $250 and is available until April 6) Includes: an entire agenda geared specifically toward increasing brand awareness, the option to purchase an additional brainstorming & strategizing session for your plan for $150/hour, and of course, snacks. Lunch will not be provided, but there are plenty of great dining options to choose from Downtown. Jaci Russo is the co-founder and CEO of brandRUSSO. She has more than 25 years of brand strategy experience on a national level. Her expertise is in strategic planning, brand management, product launches, and media management for local, regional and national clients. Jaci began her career at Creative Artists Agency (CAA) in Los Angeles, California working with clients such as Helen Hunt, David Letterman, Bonnie Hunt, Janine Turner, Mimi Rogers, and Gwyneth Paltrow. She then began working for media mogul Barry Diller developing brands such as the Home Shopping Network, Ticketmaster, USA Network, and Savoy Pictures. Jaci returned to her hometown of Lafayette and formed her own branding agency in 2001, and hasn’t looked back since. She’s an avid UL fan and has served on countless nonprofit boards and civic organizations. You can catch her in her Cayenne the Pepper suit or around town with her husband and four kids.

Downtown Workshop

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Brand Builders: Physicians

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