Stopwatch Urgent Care
Challenge
Stopwatch Urgent Care was once three separate urgent care clinics which we helped consolidate into a single brand that has now grown to encompass 9 clinics throughout the state and multiple Walmart testing locations. We worked with Stopwatch to design and develop their brand identity and website which we then put to use in a full awareness campaign to broadcast their free COVID-19 testing services.
Solution
Before marketing can begin, a voice has to be established. The base of our Stopwatch brand identity system can be summed into three words ‘Feel Better… Quicker.’ At its core, Stopwatch helps patients to get past their illness or injury as quickly as possible in order to spend less time waiting and more time living. We aimed to portray this by focusing on the ‘after’ with their brand identity. Stopwatch’s voice should primarily focus on the positive aspect of treatment over the negative aspects of illness. "Stopwatch’s voice should primarily focus on the positive aspect of treatment over the negative aspects of illness." This message formed the core of Stopwatch’s new visual identity as we built cohesive color, type, photographic, and iconographic systems that formed around it. A Digital Presence The first step to building an online campaign system for Stopwatch was to design and develop a website that held true to their brand identity. Their primary goal was to increase the use of their online registration system, so we made this the primary Call-To-Action of their website and ensured that it was present throughout. Each location was given an individual landing page that can be navigated to via the locations menu on the homepage. From these pages, patients can book appointments online as well as reach out to and get in contact with their local clinic. COVID-19 Testing Awareness With the onset of the COVID-19 pandemic, Stopwatch made the decision to offer free-of-charge testing through their clinics and select Walmart store locations through a corporate partnership. We took full responsibility for the digital marketing and locational branding of these services. By implementing an omni-channel marketing system that took advantage of Facebook, Instagram, Mobile Targeted Advertising, and the Google Display Network, we worked to make sure these locations had ample community awareness starting on day one. This awareness campaign led to an increase in online traffic of ~380% compared to period prior to our awareness campaign alongside hundreds of weekly online testing registrations. The influx of traffic at Stopwatch testing locations that followed these awareness efforts created the need for more visible on-site instructional materials and directional signage. To ease the process for both the patients and practitioners, we designed and produced a full on-site branding suite that consisted of instructional and directional sandwich board signs, feather banners to mark location points, and inflatable displays that guide patients to the locations from afar. Miscellaneous Social Campaigns In addition to promoting free COVID-19 testing and crafting Stopwatch's brand identity both off and online, we also worked to create multiple social media and Google Display campaigns focused on introducing Stopwatch to the general public in a way that embodies their brand's identity and voice. To do this, we zeroed in on one simple concept: Feel Better... Quicker.
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