Five Star Urgent Care
A grand opening, indeed.
Five Star Urgent Care, one of Upstate New York’s fastest-growing providers of immediate medical care, has been a proud client of ours since 2011. We’ve served as a dedicated marketing resource and seen the organziation grow and expand throughout Upstate and Central New York. Its impact and expansion success are unmatched, and its not done yet.
Going and growing strong.
As its growth continued, Five Star Urgent Care became a sister company to Aspen Dental, and it was determined that Plattsburgh, NY would be the destination for Five Star’s tenth location. With a neighboring area of over 120,000 people and families, there was only one existing urgent care center to support them, thus positioning Five Star to easily and immediately absorb the needs of an under-serviced community.
Making the opening grand.
We quickly got to work on creating a marketing plan that encompassed both traditional and digital marketing, leveraging print, radio, and web ads to start spreading the word about a new Five Star Urgent Care in the neighborhood. A robust PR strategy was also developed to educate the public on the new location’s service offerings. We took into account its service area and driving distance, along with key attributes of the typical Plattsburgh patient to forge a way forward.
A healthy dose of outreach.
To maximize Plattsburgh’s awareness, we developed an integrated strategy for Five Star to announce and promote its newest location. A two-pronged approach to messaging used for all advertisements: coming soon and now open. We purchased, drafted, and designed all print, radio, Facebook, search engine, and banner advertisements to saturate our target audience across multiple communication avenues.
A tactical media outreach strategy was constructed to help ensure media attendance and solidify earned media placement before and after the grand opening. From inviting state and local elected officials to order flowers and balloons, we devised a step-by-step run-of-show for Five Star Urgent Care’s staff to ensure all pieces of the ribbon-cutting ceremony went smoothly.
The community’s shining stars.
Ultimately, the Grand Opening in Plattsburgh was a success. Earned media yielded stories in The Press-Republican, Sun Community News, WAMC, WCAX, and WPTZ, resulting in approximately 450,000 media impressions. Ads run through our targeted media strategy earned 900 total reach points (TRPs) with an average frequency of 13.1, resulting in the new center seeing a record 25 patients, more than any other facility has seen on its first day.
Increasingly, New York communities are receiving Five Star Urgent Care centers, with the opening of an additional 20 centers forecasted for 2018.