For this project the team created a digital marketing plan for Clukey Chiropractic, a small family clinic located in Milford, Connecticut. The project evaluates the clinic's current digital strategy and provides recommendations to help Clukey Chiropractic develop and implement a holistic strategy across multiple online channels and platforms to achieve desired performance and take the practice to the next level. Created in 2017 for academic purposes. This presentation provides an overview of the final document.

1. Digital Marketing Plan
Clukey Family Chiropractic

2. Family
Business
Founded 1979
Downtown
Milford, CT
Dr. Caroline
Clukey / Ms.
Donna
Health
Screenings,
Adjustments
& Counseling Expectant
Mothers &
Children
Fairs,
Organizations
& Community
Website &
Facebook
Account

3. Current Website Structure
Level 2
Level 1 Homepage
Home
Dr.
Caroline
Clukey
FAQ’s
Location &
Hours
www.clukeychiropractic.com

4. - Optimized for
Mobile Devices
- User-friendly
URLs
- Meta & Title Tags
- Volume of Content
- Use of Keywords
- Social Engagement
- Backlinks
SEO
Audit

5. Website Redesign
• Volume of Content
• Meta & Title Tags
• Social Engagement & Integration
• Internal & External Links
SEO
• Credibility: Patient Stories & External Links
• Social: Blog
• Schedule Consultations Online
Competitive
Analysis
• Value Proposition & CTAs
• Effective and Appealing Website Design
• Relevant Content & Usability
Best Practices

6. Redesigned Website Structure
Level 3
Level 2
Level 1 Homepage
Home About us
Patient
Stories
Services
FAQ
Blog
Location &
Hours
www.proposedsite.wixsite.com/clukeychiropractic

7. Presence
• 0.4 posts/day
• Varied Content
Engagement
• 0.45% Posts
• 78.1% Reactions
Competitors
• Body in Balance
• Rumley
Chiropractic
• Jenkins Family
818
Fans
Social
Media
Strategy

8. Social Media Strategy
• Increase the Size of the Practice
• Increase Free Consultation Bookings
• Strengthen Brand Reputation
• WOM and Referrals
Objective
• Weekly Reports: CTR, Conversion Rates, Engagement, Reach, Growth,
Relevancy Score, Reviews, and Sentiment ScoresKPIs
• Expectant mothers
• Mothers with children up to 10 years oldTarget

9. Social Media Strategy
• Use SM for giving & receiving parenting advice/information
• Respond to both positive & negative contentProfile
• #OneAdjustmentAwayFrom
• #TreatTheCauseNotTheSymptomsMessage
• 1-2x each day at 8 am & 5pm
• Schedule changes, office happenings, motivational quotes,
chiropractic facts/statistics, chiropractic humor and patient
success stories
Posting
Details

10. Examples

11. Examples

12. Best Practices for SMM
Focus on key
metrics & measures
to drive better
performance
Continuous
optimization using
A/B testing
Utilizing Facebook
Analytics to build a
competitive
advantage

13. Paid Search Ads Campaign
Objective
• Actions taken on the website
Target Audience
• Area & Business Type
Landing Pages
• Home, Services, FAQ, & Blog

14. Paid Search Ads Campaign
Competitive Analysis
• Active Health Connecticut
• Shoreline Family Chiropractic
• Corsello Clinic of Chiropractic
Keyword Research
• Google Keyword Planner

15. Examples

16. Examples

17. Paid Search Ads Campaign
Landing Pages: About, Location &
Hours, Patient Stories
Continuous Keyword Research
Expand campaigns for business
visits and phone calls

18. General Recommendations
Better
Performance
Paid Display
Advertising
E-mail
Marketing
Mobile-First
Mentality
Content
Management
System

19. Thank You
Prepared by Kerri Allen, Lindsay Ancel,
Michelle Irina and Bellakarina Solorzano