Case Study: The Spine and Wellness Center – Transforming Local Visibility and Engagement Through Unified Marketing

Client: The Spine and Wellness Center
Location: Parkland, FL
Industry: Chiropractic and Wellness Services
Services Provided by Unified Marketing: PPC Management, SEO, Influencer Partnerships, Print Collateral Design

Background

The Spine and Wellness Center, located in Parkland, FL, sought a comprehensive marketing approach to increase its local presence, attract new clients, and position itself as a leading wellness destination. Offering chiropractic care, massage therapy, and advanced wellness treatments, the center needed a targeted strategy to reach potential clients who prioritize health and proactive care.

Unified Marketing, led by Adam Segall, was hired to revamp the company’s digital marketing efforts, optimize local search visibility, and build brand loyalty through targeted community engagement. This case study outlines the strategic marketing actions taken and the results achieved in four key areas: PPC optimization, SEO improvement, influencer partnerships, and print collateral.

Challenges

  1. Low PPC ROAS: Prior campaigns saw limited returns on ad spending due to generic targeting and a lack of local focus.
  2. Poor SEO Rankings: Despite being a well-established local provider, The Spine and Wellness Center struggled to appear in relevant search results, particularly for high-intent local keywords.
  3. Lack of Brand Awareness: The business wanted a more substantial local presence and credibility in the community, making partnerships and brand engagement essential.
  4. Limited Offline Marketing Materials: The center needed more cohesive print collateral that effectively communicated its brand and service offerings.

Solution

Unified Marketing implemented a comprehensive approach, targeting improvements in each area to achieve The Spine and Wellness Center’s growth goals.

1. PPC Campaigns with Increased ROAS

To improve the return on ad spend (ROAS), Unified Marketing executed a revamped PPC campaign focused on localized targeting:

  • Localized Keywords & Geo-Targeting: By utilizing keywords specific to “chiropractic care near Parkland” and “wellness services near me,” the ads captured high-intent traffic searching for nearby services.
  • Ad Extensions and Callouts: The ad copy was enhanced with callouts highlighting “chiropractic for back pain,” “sports injury rehab,” and “massage therapy.” These extensions improved engagement and click-through rates.
  • Conversion Tracking & Retargeting: Conversion tracking for phone calls, form submissions, and online scheduling allowed for real-time adjustments and optimization. Additionally, retargeting ads helped bring back visitors who did not convert on their first visit, keeping The Spine and Wellness Center at the top of their minds.

Results:
The campaign increased ROAS by 45% within three months, reduced cost-per-click (CPC) by 30%, and increased conversions by 35% compared to previous efforts.

2. Improved SEO Rankings for Local Visibility

Unified Marketing optimized the center’s website and implemented a content strategy to boost organic search rankings, focusing on high-volume, localized keywords.

  • On-Page SEO: Unified Marketing optimized meta tags, headers, and internal linking, ensuring that all key services were clearly represented on the website.
  • SEO-Optimized Content Creation: Articles on topics like “Back Pain Relief Near Parkland” and “Sports Injury Rehab” positioned the center as a go-to resource for common health concerns in the community. These SEO-optimized articles drove significant organic traffic.
  • Local Citations and Google My Business Optimization: Unified Marketing enhanced The Spine and Wellness Center’s local search presence by updating citations on directory sites and optimizing their Google My Business profile with photos, service highlights, and positive client reviews.

Results:
The SEO strategy increased organic traffic by 65% and moved The Spine and Wellness Center into the top three positions on Google for key terms, including “Parkland chiropractic care” and “massage therapy Parkland, FL.”

3. Local Influencer Partnerships

Unified Marketing identified local influencers in the Parkland area who were highly engaged in the wellness community. This approach aimed to build credibility and reach potential clients through trusted voices.

  • Collaborative Content: Influencers shared their personal experiences with The Spine and Wellness Center’s services, highlighting chiropractic and wellness benefits on social media. Video testimonials and live sessions on Instagram boosted brand awareness.
  • Exclusive Offers: Unified Marketing designed exclusive offers for followers of these influencers, offering discounts on initial consultations or free wellness assessments. These offers drove foot traffic to the center.

Results:
These influencer partnerships generated a 25% increase in social media engagement and led to a 20% increase in new client bookings attributed to influencer-driven referrals.

4. Print Collateral to Enhance Brand Presence

To support the center’s offline marketing efforts, Unified Marketing created print materials, including brochures, appointment reminder cards, and in-clinic posters. These were designed to:

  • Educate Clients: Brochures provided in-depth information on chiropractic services, massage therapy, and other treatments.
  • Promote Offers and Services: Posters and reminder cards emphasized special offers and wellness packages, encouraging repeat visits.
  • Build Brand Cohesion: Unified Marketing ensured all print materials aligned with the brand’s colors, logo, and messaging, creating a unified and professional look that reinforced brand trust and awareness.

Results:
Introducing these print materials increased client inquiries about additional services by 15%, enhancing overall client engagement and cross-service utilization.

Conclusion

Unified Marketing’s targeted approach significantly boosted The Spine and Wellness Center’s visibility and client acquisition efforts. Through an optimized PPC campaign, improved SEO rankings, strategic influencer partnerships, and cohesive print collateral, the Center experienced substantial growth in both online and offline engagement, establishing a stronger presence within the Parkland community.

Key Metrics:

  • 45% Increase in ROAS
  • 65% Growth in Organic Traffic
  • 20% Increase in Bookings via Influencer Referrals
  • 15% Increase in Client Engagement with Print Collateral

This collaboration highlights Unified Marketing’s capability to develop customized, multi-channel strategies that drive local business growth and elevate community recognition.