New Year 20/20 and Back to School Campaigns – January to March After contacting your database heavily at the end of 2020 our current customers can become less responsive to a New Year OR Back to School message. Thus, we encourage you to make Jan – March a time to focus on new customer acquisition. Continue with recalls and contacting elements of your database (please see current customers below). However, we urge you to execute a strategy to drive Gen X/Gen Y Mums to build an eye test for their child into their back-to-school routine. Or if your practice is less child focussed, help Gen Y, Gen X and Baby Boomer adults to book an appointment and care for their eyes so they can see what matters in the new year.
Ideal Local Patients New & Current to contact from January to March 2021
TYPE NEW
CAMPAIGN Back to School
DEFINITION Local Gen X&Y Mums, (Mums between 30 – 55) commence social media posting, digital advertising and traditional advertising reminding these local Mums with school aged children to add an eye test to their back-to-school check list.
NEW
New Year
Local residents who are ideal patients – Discuss as a team who is your most ideal local resident to focus your advertising around. If it helps work off your Point-of-Sale imagery you ordered for the campaign – i.e., Baby Boomer 55 – 75, Males 30 – 55, Gen X&Y female 30 – 55 etc
CURRENT
EOYHF
Have a Gift Voucher - If you issued a Gift Voucher to EOYHF patients to use in the New Year, remind these patients to use their gift voucher with an SMS.
CURRENT
Back to School
Lapsed Kids - Families with children under 13 who are overdue for an eye exam send an SMS to reengage them with the practice
CURRENT
New Year
SMS – Patients with renewed optical extras.
CURRENT
All
Email Database – All emails on your database
STAFF
Back to School/ New Year
This isn’t a customer segment, some elements in the how to schedule are the responsibility of practice staff members. These elements need to be addressed before marketing communications will be effective