Partnering for Student Success
Top Marketing Channels for Your Brand
Don’t miss out on our quarterly meeting at the end! A Message from The President Smile Bright: Direct Mail for Dental Practices
Kessler Creative Quarterly Meeting
in this issue
in this issue
AN INSIDE SCOOP
by Dina Kessler
Welcome to the latest edition of Hot Off the Press, your go-to resource for B2B marketing insights!
In this edition, we’re excited to showcase our partnership with Frank H. Peterson Academies, where three outstanding students share their experience working with Kessler. Join us as we also explore effective marketing strategies tailored for dental professionals aiming to attract new clients.
Understanding your target audience and selecting the right marketing channels are pivotal for any business. Uncover the top 5 channels for your brand and learn which ones can drive the most success for your business.
Smile Bright: Leveraging Direct Mail Marketing for Dental Practices
With hundreds of options available, how do you advertise to potential clients? A quick google search will pull up the top 6-10 businesses, which can be overwhelming for the customer. However, effective dental marketing goes beyond simply advertising services. It utilizes a multi-channel approach to build trust in a highly competitive market.
Direct Mail Marketing
Despite the digital age, direct mail remains a powerful tool for dental practices. Traditionally, 50% of consumers have experienced some level of fear or avoidance of dentistry, a statistic that has likely increased since 2020.2 Direct mail taps into deep neurological pathways that trigger action, offering a personal appeal and room for detailed information. Understanding your target audience and their journey is key to crafting an effective mailer. Over 90% of direct mail recipients read the material, and 71% share it.1 These impressive rates demonstrate direct mail’s ability to capture attention and inspire action.
Digital Ad Space
Optimizing your digital presence is another crucial facet of modern dental marketing. Google Ads, Console, Analytics, and other tools can significantly boost your business profile’s visibility. Gitnux reports that Google Ads’ average click-through rate (CTR) is 3.17% for search ads and 0.46% for display ads.1 Understanding these benchmarks can help you craft ads that generate clicks and conversions. A multi-pronged approach that combines targeted search ads with relevant keywords is likely to yield the best results. By leveraging the power of search engines and the reach of display networks, your practice can effectively engage potential patients in the digital realm.
Here are some options to consider when putting together a concise mailer:
• Consistent Branding: Ensure your mailers align with your overall brand aesthetic, using your practice's colors, fonts, and tone.
• Clear Contact Information: Include your practice's name, address, phone number, and website prominently.
• Strong Call-to-Action: Clearly state what you want the recipient to do next, whether it's calling to schedule an appointment or visiting your website for more information.
• Attractive Offers: Provide incentives that will motivate the reader to take action, like a discounted cleaning or free whitening with a new patient exam.
With thoughtful design and a targeted message, direct mail can be an incredibly effective tool for attracting new patients and building your practice's brand.
Social Media Marketing
Social media offers an excellent platform for keeping your patients informed and engaged. Updating your followers with information about new doctors, hours, and providing general hygiene tips demonstrates your commitment to their care. Consistency and authenticity are key to building trust on social media. This kind of engagement is particularly important for millennials and Generation Z, who often conduct extensive online research when choosing dental providers. By providing value through education and connection, your practice can position itself as a trusted partner in their health journey.
In this age of information overload, it’s not just about visibility; it’s about forging meaningful connections that resonate with prospective patients. Through a synergistic blend of direct mail, digital advertising, and social media engagement, your dental practice can carve out its niche and thrive in the competitive landscape.
Kessler Creative and Frank H. Peterson Academies: Partnering for Student Success
Frank H. Peterson Academies (FHPA), a distinguished career-focused school in Jacksonville, Florida, is making strides in preparing students for their future professions. The school offers a variety of academies, each specializing in different fields, to give the students an opportunity to explore and pursue their passions.
To further enhance this initiative, the school has partnered with us at Kessler Creative. Three students from the academy currently work directly in production, applying the concepts and techniques they’ve learned in the classroom to real-world projects.
A School Focused on Career Readiness
Leah Crawford shares her insights on the school’s mission and its impact on students:
Mission: "Our school's mission is to provide an equitable, high-quality academic and career-technical education, and support the development of our students' work ethic, personal responsibility, and respect for others."
Career Academies: "FHPA is one of Duval County's only 'Wall-to-Wall' career academy schools, meaning every student is enrolled in one of 8 different career academies, including Communications, which focuses on graphic design and production skills relevant to the printing industry. There really is no experience like Peterson! You get real job training and college prep all under one roof."
Real-World Experience: "Our school has a restaurant, hair salon, and automotive shop open to the public, and our Early Childhood Academy students run a preschool. In the Communications academy, students design and create school apparel and other printed goods, gaining hands-on experience in production processes and printing techniques." Partnership with Kessler Creative: "As an industry, a lot of current communications work is digitally driven, so it’s easy for students to not recognize the career opportunities in communications that go beyond the computer screen. As a partner, Kessler has helped our students realize the variety of job opportunities in Communications right in our ‘back yard’. Knowing we have partners like Kessler in the area actively seeking talent for jobs that involve production and printing that draws on their design training helps them connect the dots and gives them a goal to reach for. This partnership allows students to see the diverse career opportunities available within the printing industry, motivating them to pursue further education and training."
In this issue, we shine a spotlight on these exceptional students from FHPA: Jordyn, Kayla, and Kassidy. These young women are not only thriving in their chosen fields but also gaining valuable experience through their partnership with Kessler Creative.
What is it like attending the Frank H. Peterson Academies?
“It's kind of a different experience than other schools since we don’t have sports. We focus on earning certifications in specific fields.”
Kayla
“It’s very hands-on. We get to explore different areas and work with a variety of technologies, so it’s a very open space!”
“It’s pretty cool! We learn different things and use technology that we wouldn’t encounter at a regular school.”
Leah Crawford
Lead CTE Teacher at Frank H. Peterson Academies of Technology
Jordyn
What skills/careers are you looking to pursue?
“I’m looking to pursue psychology, somewhere in the child development or childcare area.”
“I’m looking to pursue Psychology and become a therapist down the road.”
Kayla
“I want to pursue photography and multimedia management. I would like to help celebrities run their social media.”
How has attending Frank H Peterson Academies prepared you for that career?
“Attending Frank has prepared me for a lot of things. We took classes on soft skills, interviewing, one-onone training, and we learned how to work as a team.”
“We have dual enrollment, which allows us to take psychology classes early and earn college credit. It’s very helpful towards my career and my back up careers to have that program.”
“FHPA has prepared me to work with different people. I’ve learned editing skills and how to interact with professionals in a respectful manner.”
How has your experience with school helped transition into your job here at Kessler?
“School has been a platform for me. I participated in the OJT program, which is on-the-job training. I have been able to take the classes I need while having the rest of the day to work or do anything else I need to get done. But it’s allowed me to earn a lot more hours during school and just get a leg up in life.”
“My experience has been beneficial as we learn about colors and electronics, which is directly applicable to my role at Kessler. As we work on different jobs, we have to change the colors, mix colors, and learn the different dimensions.”
“My school experience helped me transition to my job at Kessler. When I’m imposing, I already know the paper sizes from all the photo editing I’ve done. I’m also familiar with working different the different electronics at Kessler.”
We look forward to continuing this valuable collaboration and watching these promising young professionals grow and thrive in our industry. By providing students with real-world experience and opportunities, Kessler can help ensure a pipeline of skilled and passionate employees.
Kassidy
Kassidy
Jordyn
Jordyn
Kayla
Kayla
Kassidy
Jordyn
Top Marketing Channels for Your Brand
Most people involved in the business world at some level know how important marketing is to reach and sustain business success. So much that global marketing spending is around $1 trillion, proving companies emphasize their marketing efforts, but how should you spend your marketing budget?1 While marketing budgets are ballooning worldwide, marketers have become more concerned about the return. Maximizing returns requires marketers to identify which channels best suit their audience and messaging.
There are multiple marketing channels your business should pursue to influence customers to buy from your brand. From email, social media, video, content, influencer, SEO, traditional, and word-of-mouth marketing, your options can seem endless as a marketer. Which one is right for you? The answer could be all of them or just a couple based on your business, industry, and target demographic.
EMAIL MARKETING
Email marketing perfectly fits the description of mass marketing today, with roughly 64% of businesses using it.2 Email marketing is popular because over 4 billion individuals, and over 90% 4 of people in the U.S, have an email address (that number grows each year too). 4
Email also offers a high return on investment, $36 for every $1 spent on average. 3 Another beneficial element of email marketing is that it’s unaffected by algorithms like social media and SEO. You can send users graphics, specials, product information, announcements, follow-ups, and other content that work to engage your audience and build a loyal base.
SOCIAL MEDIA MARKETING
With 4.7 billion users spending an average of 2.5 hours daily on social media, this channel is essential for brand awareness and customer interaction. 5 While you have options for sponsoring and promoting certain content to reach a wider audience, social media is free, making it a relatively inexpensive way to engage your audience. Social media platforms also keep demographic and geographical data marketers can use for precise targeting if they decide to promote a post.
Key platforms include LinkedIn (B2B interactions), Facebook (wide audience reach), Instagram (visual content), and Twitter (real-time updates and community building).
VIDEO MARKETING
Videos are highly effective, with 72% of consumers preferring video content when learning about products or services.6 One thing to keep in mind is that your videos should not be too long. Short videos (under 2 minutes) generate the most engagement and can include tutorials, product demonstrations, and company culture showcases.
CONTENT MARKETING
Marketing goes beyond trying to secure the final sale of a potential customer of your brand. If all it appears to your customers is that you’re trying to sell, sell, sell, then they will slowly distance themselves. Instead, focus on quality content marketing to maintain a positive presence in the minds of your audience.
Content marketing refers to creating and distributing content that includes blog posts, infographics, case studies, videos, e-books, etc. that attract people to your business. Content is king today, so emphasizing consistent content creation will be beneficial to keeping your name out there.
INFLUENCER MARKETING
Partnering with popular content creators can quickly build trust and boost sales. 71% of marketers find influencer marketing beneficial, and 82% of people trust social networks for purchase decisions. Influencers can provide product reviews, tutorials, and act as brand ambassadors.7
Influencer marketing is worth looking into if you want to quickly boost your brand’s image, products, and values.
SEARCH ENGINE OPTIMIZATION (SEO)
With 63% of shopping experiences beginning online, a strong online presence is crucial.8 Effective SEO management helps businesses rank higher in search results, increasing visibility and potential leads.
SEO applies to websites, social media, and other digital channels.
TRADITIONAL MARKETING
Offline marketing methods, such as direct mail, visual signage, and print materials, remain relevant. Integrating traditional and digital marketing creates a multichannel approach, reinforcing brand messaging across various platforms.
WORD-OF-MOUTH MARKETING
This powerful channel relies on customers sharing their experiences with others. 90% of all purchases are linked to word-of-mouth, and 9 out of 10 shoppers read reviews before making decisions.9|10 Encouraging customers to become brand advocates can yield significant long-term benefits.
To create an effective marketing strategy, businesses should:
1. Identify their target audience and preferred channels
2. Develop a consistent brand message across all platforms
3. Create valuable, engaging content tailored to each channel
4. Utilize a mix of digital and traditional marketing methods
5. Encourage customer reviews and word-of-mouth promotion
6. Track and analyze marketing efforts to optimize performance
7. Stay updated on industry trends and adjust strategies accordingly By leveraging these various marketing channels and following best practices, you can effectively reach your target audience, build brand awareness, and drive sales growth. The key is to create a balanced, integrated approach that aligns with your company’s goals and target market.
Kessler Creative Quarterly Meeting
This past month, Kessler Creative gathered for a special 4th of July quarterly meeting. The event featured a festive atmosphere with patriotic decorations, a delicious barbeque, and an awards ceremony celebrating the exceptional accomplishments of our incredible team members. The meeting served as an opportunity to not only celebrate the successes of the past, but also to strengthen the bonds within our team.
Awards and Recognition
HONESTY
DEDICATED
Elsa Lampe Cordero
Eric Michael
Taylor Cercy
Jennifer Hargraves
Kelli Taylor
Chris Bardin
Jordyn Roberts
Direct Mail Facts
Individuals who received direct mail bought more items and spent more money compared to those who did not receive mail
In 2024, of companies plan to boost their direct mail expenditure, a 82% 58% significant jump from in 2023 of consumers have been motivated by direct mail to take 64% action, such as visiting a website, going to a physical store, or making a purchase
Postcards and letters continue to be the most commonly utilized formats for direct mail campaigns
Kessler Creative is a full-service direct marketing agency that has been trusted by businesses across the US since 2007. During that time, we’ve helped thousands of businesses both large and small meet and succeed their goals through effective direct marketing.
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