Online Presence Refresh: Website Requires Attention

Our current website is in need of several updates using the program WordPress. This will also include updating key visual brand components. Our brand is currently going through an expansion/ growth that requires a more professional and clean look. The website has been created via WordPress and is used for booking appointments and informing clients about foot care. To accomplish this, we believe you could focus on: Conducting organizational and industry research: (Our key demographic are those with diabetes) - What would potential clients like to see on our website? - We would also like you to conduct research that can be presented on our website regarding advanced and diabetic foot care. The focus of this research is to inform clients about diabetes and how it directly impacts their health. - Based on your research, we would like you to, with an informed opinion, develop our website with accurate, helpful and inclusive content. Develop new logo variations for the brand, focusing on a calming and aesthetically appealing visual. This would include: - Developing concepts for a new logo - Create a branding tool kit that includes: a colour palette, stock images/videos, and font options Produce example brand materials including business cards, email signatures, and guest folio templates. With a new branding tool kit, we would like you to focus on creating promotional materials for our brand that can be used for promotions. Ensure that the website is easily accessible on all devices and looks appealing on all devices. These devices would include: tablets, phones and laptops. We want to have a fresh brand look that reflects the growth of our brand that is able to appeal to both clients and companies seeking footcare contracts.

Marketing Communications Plan

In our efforts to target a new demographic of consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to assist us in updating our branding in a way that clearly differentiates us from our local community competitors and serves our target market. Our target market focuses on two demographics: those with healthcare issues (specifically diabetes and severe foot care needs), and local nursing homes seeking foot care contracts. The foot care contracts focus on serving multiple clients within the nursing homes. For this project, you will need to: Understand our brand and mission: focused on treating those with healthcare needs. In order to understand our brand, you will meet with the owner, Lori Prestwich on a regular basis. LP Footcare focuses on building community relationships and networks that create a sense of comfort for clients. Conduct research that would be appropriate to share on social media platforms. The primary focus of this task would be to share informative posts that raise awareness for diabetes and foot care needs for diabetics. Analyze trends on social media and how our platforms can improve. This will include: - Identify trends and opportunities in our target market: which platforms work the best for promotions, what is appealing? - Developing a social media and marketing strategy based on the best dates, times and content to post. - Creating social media content that will gain exposure to the brand as well as gain interaction with the brand's posts. Analyze our competitive landscape: within your research, analyze the needs of the community, what we are offering and what our competitors are offering. Suggest ways in which we can meet those needs. This would include: - Connecting LP Footcare to local community offices in order to engage community involvement. - Evaluating what LP Footcare service costs in comparison to potential competitors You will have access to communications with the company owner, who will communicate regularly with you and provide all the information and clarification needed. We want to increase our brand awareness through a mission-aligned marketing campaign that works within our budget and time constraints.

Survey Creation for Client Input

We are looking to develop two multiple choice and short answer surveys. These surveys will be utilized to understand the client's needs and how the business can improve to meet those needs. Using communications best practices, we would like students to develop a questionnaire that will generate usable data for decision making. We would also like for students to source options for us to conduct the survey within our target group. The first survey will apply to new clients after their first consultation. The second survey will be directed to regular and consistent clients. What the questionnaires should consider (However, we would appreciate your input on all areas of the questionnaire): Audience: The main demographic of clients are ages 40+, however, we would like to cater these surveys to b appropriate for all ages 18+ as well and be inclusive to all genders. Appropriate length: An estimated 10-15 questions per survey should be sufficient. Question order: Ensure that there is a good and appropriate flow of questions. This is important and we need to maintain the client's attention and ensure that the questions align with the care we are providing. Bias considerations: Consider the demographic of the town of Ingersoll as well as the general age group of the clients. The general age group of clients is 40+, however, we do have clients who are younger. Value of data: The quality of questions is crucial (as well as ensuring that the questions are directly applicable), as the responses will be used by the owner in order to develop long-term business strategies. Privacy: We must ensure that our client's responses remain confidential. This will include research into policies regarding collecting client information. This is to ensure that we are following any government guidelines. The steps of this project would include: 1. Research: This would include research in which survey platform we should use (ex. google survey, survey monkey), research into our demographic and the language that would be appropriate, and research into privacy policies. 2. Developing the questions. The questions will be based on your research as well as meetings with the business owner, Lori Prestwich 3. Finalizing the surveys and sending them to clients. 4. Reviewing responses and adjusting survey if necessary. The results of this survey should be useable and will be used to make decisions within LP Footcare.

Marketing Strategy Plan

We want students to help us build a marketing strategy plan to grow and engage our target market: those with diabetes. We’d like to know how we can maximize the use of different channels and get recommendations to improve our messaging. The main questions we’d like students to help us answer are the following: How do students currently perceive our brand and marketing, based on publicly available information about our company? What channels should we utilize for promotion, including ones we are not currently using? What budget is appropriate for advertising, given our goals? How could our messaging be updated to better explain our value proposition?