Arkansas Dental Centers Case Study | Sixty One Celsius
SUMMARY
In February 2019, Arkansas Dental Centers partnered with SixtyOne Celsius to oversee branding, web design, marketing, and advertising for its six locations. By the end of May, ADC had more than doubled its number of offices through mergers and acquisitions.
CHALLENGE
The primary owner of Arkansas Dental Centers (ADC), Dr. Chad Matone, D.D.S., found himself in a unique situation. He recognized that his quickly growing network of dental centers needed a unified brand and shared identity as a business owner. However, as a family dentist, he realized that the general public preferred to visit neighborhood doctors over large chains. The growing Arkansas Dental Centers would need to balance an identifiable brand without sacrificing the individuality of specific offices.
SOLUTION
Together, SixtyOne Celsius and ADC worked through a branding process that equipped them with the tools and language to communicate their values to prospective patients. With the brand identity established, SixtyOne Celsius developed individualized location logos for each of the 14 offices.
SixtyOne Celsius rebuilt ADC’s website with new content, service categories, search engine optimization, and online appointment requests. The agency arranged for professional photography of the doctors and staff, and Facebook pages were updated accordingly. An annual advertising budget was developed that allowed for both regional spending to promote the brand and location-based funds for community advertising. The brand was bright, welcoming, and down-to-earth, while individual locations pictured their doctors and hygienists.
RESULT
By the end of 2019, Arkansas Dental Centers had a firm grasp on their brand and an advertising strategy in place. In 2020, Arkansas Times Readers voted ADC a “Best of Arkansas” winner for Family Dentistry.