Hafner Creative Communications Inbound Marketing Process
Integrate all of your marketing pieces to grow your business.AN EXAMPLE OF INBOUND MARKETINGCosmetic Centers of Hawaii provides an excellentexample of how branding, traditional marketing andthe different components of inbound marketing can beintegrated to communicate a consistent message andbuild a strong brand.
PRIMARY WEBSITE A website was designed where prospects and existing customers could easily find information about all the different treatments and services the Cosmetic Centers of Hawaii offers. The home page, www.DrJohnStover.com, is a portal for the main treatment categories (left). Careful attention was paid to the branding developed for their offline advertising and collateral for consistency and continuity.Each treatment category has a directory page that listseverything relating to that category (right). Quick linkson each page allow the visitor an easy way to switchfrom one treatment area to another.
VE R PROUDLY S U BRAND CONSISTENCY N G R AT U LA O TO PP C TI OR DR. S ON TS S ON years! Images and styles established for the RE TH E AT branded advertising, post cards and KA Put your body in our hands. HULI THE Rejuvenate your body. Refresh your outlook. handouts were incorporated in all of Enhancing your body’s natural beauty is our specialty. At Dr. COSMETIC SURGERY John Stover’s Cosmetic Centers of Hawaii, our experts offer a the online channels. Liposuction Rejuvenate Do you dream of a more enhanced, more number of procedures and services designed to give you the lift, Tummy Tucks youthful, more revitalized you? Dr. John Stover ﬁrmness and renewal of youth. Whether you need the sculpting can help. Harmoniously blending a full range of liposuction; the removal of spider veins, unwanted hair or Breast Procedures of treatments—from cosmetic surgery to ﬁve- cellulite; or to reclaim your ﬁgure with a tummy tuck, we can Body Lifts after Gastric Bypass help. With the assistance of our partner surgeon, Dr. Angelo star skin care services—Dr. Stover is highly experienced, eminently qualiﬁed and perfectly = COSMETIC SURGERY Facelift Cuzalina, we also perform all types of breast procedures right LASER TREATMENTS here on Hawaii Island. What’s more, our comprehensive body Spider Veins positioned to effect the positive changes you’ve Neck Lift Enhancing your body Brow Lift lifts will restore a ﬁrmer, more natural appearance. Call today Hair Removal been desiring. All procedures are available on to schedule a consultation. And learn how we can help you Eyelid Surgery Hawaii Island, which means you will never need Cellulite is our specialty. Nose Contouring make your body the best it can be. to board a ﬂight to receive excellent care in your Body Contouring Thermage quest to look your best. Call or visit us online for Liposuction Cosmetic Breast Surgery At Dr. John Stover’s Cosmetic Centers of Hawaii, we offer expert breast enhancement more details. Tummy Tuck procedures using the newest products and techniques. No need to leave theStover, DDS, MD, PhD John D. island to Board Certiﬁed in Facial Cosmetic achieve an enhanced shape. With the assistance of our partner surgeon, Dr. Angelo Maxillofacial John D. Stover, D.D.S., M.D., Ph.D. = NONINVASIVE COSMETIC REJUVENATION Thermage Skin Tightening Surgery and Oral and Cuzalina, we will give you the lift you had before children or the fullness you’ve always of the most Surgery, Dr. Stover is one Transforming your body, transforming your life. Dr. Stover is a Board-Certiﬁed Diplomate in Facial BOTOX Cosmetic and Dysport dreamed of. Here in our Waimea-based, state-of-the-art surgical suite, you’ll be and the highly trained in imminently qualiﬁed cosmetic surgeons in Hawaii. Dr. Stover Cosmetic Surgery and Oral and Maxillofacial hands of an expert team, including two board-certiﬁed surgeons and an anesthesiologist, www.DrJohnStover.com Radiesse continually updates his knowledge, skill Surgery as well as in the National Dental Board of as well as an experienced, OR recovery nurse. Your breast surgery will leave you the latest surgical and and practice in feeling Restylane, Juvederm, and Perlane Anesthesiology. He is also a Fellow of the American Kona 323-2600 • Waimea 885-4503 • Hilo 969-1818 Sculptra more shapely and more conﬁdent. Call today to schedule a consultation. And procedures and techniques. non-surgical learn how Academy of Cosmetic Surgery. Dr. Stover continually we can help you make your body the best it can be. updates his knowledge, skill and practice in the latest = LASER TREATMENTS Redeﬁning your face surgical and noninvasive procedures and techniques. Fraxel Skin Resurfacing Active Fx CO2 Laser Resurfacing John D. Stover, DDS, MD, PhD is our specialty. Laser Hair Removal Board Certiﬁed in Facial Cosmetic Spider Vein Treatment Surgery and Oral and Maxillofacial IPL Photofacial for Brown Spots and Rosacea Surgery, Dr. Stover is one of the most Tattoo Removal Your face is what you show the world, reﬂecting your youth, spirit and vitality. But highly trained and eminently qualiﬁed when signs of aging start to appear, the beauty experts at Dr. John Stover’s Cosmetic cosmetic surgeons in Hawaii. Dr. Stover = SKIN CARE VISIA-Complexion Analysis Centers of Hawaii are here to help. Our experienced, highly trained team offers an abundance of surgical and non-surgical approaches designed to renew, refresh and continually updates his knowledge, skill and practice in the latest surgical and non-surgical procedures and techniques. Photodynamic Therapy for Sun-Damaged Skin enhance the face. For example, a mini face lift—sometimes called the lunchtime lift www.DrJohnStover.com and Acne BREAST ENHANCEMENT SERVICES due to its minimal downtime—can yield astonishing results, including a redeﬁned Comprehensive Acne Treatment Augmentation neck and jawline. Or, choose from a number of non-invasive procedures—all of which Hilo Waimea Kona Obagi Skincare Lift Glymed can be performed at any of our three locations islandwide. For details or to schedule a 784 Kinoole St. 64-1035 Mamalahoa Hwy. 81-6627 Mamalahoa Hwy. Reduction or replacement Hilo, HI 96720 Suites J & K Suite 101 SkinCeuticals consultation, call or visit our Web site today. Now’s the time to look younger. Transforming your body, transforming your life. Silicone or saline implants— 969-1818 Kamuela, HI 96743 Kealakekua, HI 96750 Epicuren www.DrJohnStover.com the latest, safest products 885-4503 323-2600 on the market SURGICAL PROCEDURES John D. Stover, DDS, MD, PhD Kona 323-2600 • Waimea 885-4503 • Hilo 969-1818 Face Lifts and Forehead Lifts Board Certiﬁed in Facial Cosmetic Surgery and Oral and Maxillofacial Eyelid Surgery Surgery, Dr. Stover is one of the mostStover_IdentityAd_KahiluTheatre10.indd 1 9/1/10 4:58:14 PM Nose Contouring highly trained and eminently qualiﬁed FILLERS cosmetic surgeons in Hawaii. Dr. Stover Radiesse, Juvéderm, continually updates his knowledge, skill Restylane, Sculptra and practice in the latest surgical and non-surgical procedures and techniques. WRINKLE RELAXERS Dysport and Botox Cosmetic SKIN TIGHTENING Thermage and Deep FX LASER TREATMENTS Hair Removal Transforming your body, transforming your life. Resurfacing www.DrJohnStover.com SKINCARE PRODUCTS Obagi and SkinCeuticals Kona 323-2600 • Waimea 885-4503 • Hilo 969-1818
MARKETING WEBSITE A marketing website was created on a sub domain within HubSpot, beauty.DrJohnStover.com, so that activities and results could be tracked and measured. The home page on this site (left) included quick links to the main site as well as quick links to all of the promotional offers available to their exclusive member group, Ho`ole`a.The promotional offers and related links are categorized by areasof interest, making it easy for clients to see what else is availableto them (right). These pages include blog article links, informationguides and call-to-action buttons that cross-sell and up-sell otherservices.
CONTENT CREATION - BLOGSBlogs are an opportunity to provide more detailedinformation to customers with articles, videos andimages. Call-to-action buttons cross-sell and up-sell services. All articles are posted on social mediachannels.
CONTENT CREATION - NEWSLETTERMonthly newsletters inform existing clients of new procedures,special offers, and information. Call-to-action buttons link toongoing promtions. Weekly emails announce a different article andincrease the newsletter exposure.
PREMIUM CONTENT CREATION & CALLS TO ACTIONA series of guides were created to promote different treatmentoptions. The guides were promoted with call-to-action buttons onthe main site, the marketing site, in the newsletter, and the blog.The guides are also promoted though Pay-Per-Click advertising onGoogle and Facebook.Buttons and ads direct the prospect to a custom, branded landingpage.
LANDING PAGELanding pages provide the compelling benefits of taking action. In this case, to fillout the form to download the guide. Once the form is completed the prospect isdirected to a thank-you page. The thank-you page provides the link to the guideand an opportunity to take another action. And an auto-responder email is sentwith more opportunities to get information or to take another action.
LEAD NURTURING EMAILSLead nurturing emails help move the prospect through the sales cycle, fromthe top of the sales cycle with just an interest in getting information tothe middle where they are willing to speak to someone, to the bottom ofthe cycle, where they set an appointment or make a purchase. The seriesof lead nurturing emails has links to relevant blog articles, videos, slidepresentations or demos. It is all based on a carefully planned strategy.
INBOUND MARKETINGInbound marketing is a strategy that relies on getting found by yourcustomers vs. focusing on finding them.Hafner Creative Communications can help you develop the strategy, createa website in the HubSpot CMS along with all the supporting pieces that makeinbound marketing so effective.We can also assist with PPC advertising and traditional marketing materialssuch as brochures and presentations, ensuring that your message and brandare presented in their best light.