Case Study #23: Yaletown Laser & Cosmetic Centre

Situation

The name “Yaletown Laser & Cosmetic Surgery Centre” was initially selected because it was believed it would best represent all the services it provided. However, research and customer feedback indicated that the name did not achieve the intended goal. Instead, of standing for “everything” it really stood for “nothing” – despite each of the services offered being of world-class caliber.

Solution

Rather than trying to rebrand or rename the organization—to communicate and portray everything that they did—we opted to maintain the same name but change the way the services were being promoted. Instead of championing the organization as a one-stop image enhancement centre, our strategy was to make the specific services the hero.

To do this, we developed a series of niche promotions and ads – promoting individual services – connected through a single name. The ads and promotions were then booked into mediums that would connect with a specific, target audience. Depending on whom the audience was, Yaletown Laser to their knowledge would be the brand that addressed their specific requirement (i.e. laser hair removal).

The intent was to attract a client for a specific service, but then use the overall experience to promote and cross-market the rest of the Yaletown Laser services.

Success

The first two executions yielded immediate results: Laser Hair Removal appointments increased by nearly 30% within the first two months; and they received over a dozen inquiries for Breast Augmentation surgery within the first week of the campaign launch.