Overview
An alternative health institute based in West Palm Beach, Florida, Hippocrates Health Institute had relied on word-of-mouth marketing for more than 60 years. marlo marketing was charged with taking on all of the wellness destination’s marketing initiatives, including a complete rebrand for the entire organization.
Assignment
The organization’s singular goal was to increase visitor bookings by elevating the overall perception of the Hippocrates brand and cementing its position as the preeminent leader in the field of complementary health care.
Strategy
- Educate the media and consumers about Hippocrates’ mission, programs, and staff to reverse some of the misconceptions associated with its alternative practices and teachings.
- Create a new, trust-inducing brand identity to be used across all marketing platforms including e-newsletters, advertisements, social media, and the organization’s website. Design all visual elements, create photo and video library from scratch, and write copy for all creative touchpoints.
- Identify opportunities to generate awareness, offer calls-to-action and drive visitor numbers to increase profits, including local strategic partnerships, thought leadership opportunities for the organization’s diverse team of experts, social media content creation and engagement, advertising, and more.
- Secure validation of the Institute’s often controversial practices, beliefs, and methodologies via media and influencer visits and their resulting objective third-party coverage.
VIEW HIPPOCRATES CREATIVE
Results
Significantly drove annual guest bookings during agency tenure (marked with an *):
2008: 1,665
2009: 1,611
2010: 1,690
2011: 1,675
2012: 2,015*
2013: 2,032*
2014: 2,181*
2015: 2,006
2016: 1,285
Cross-property management team (spa, sales, shipping, salon, kitchen, garden, etc.) credited agency for increase in on-campus guest visits and resulting increased revenue from add-ons to primary stay (spa services, fitness services, IV therapies, mental health appointments, etc.)
