CSRI
The Chiropractic Society of Rhode Island is a 90 year old association who serves 80 member chiropractors from throughout the state of RI.

The Challenge
CSRI came to us with a unique set of challenges. The primary objective was to create a marketing program that would attract new members and retain existing members. In addition, the group wanted to promote awareness about the benefits of chiropractic care to the public. Although the firm had a very limited budget to work with, we were able to develop a multi tiered program with communications as the center.

 

Website Rejuvenation
CSRI had an existing website that was primarily focused on its members. Within the member site there was a find a doctor locator which could theoretically connect patients with doctors, but the site was member focussed. We rejuvenated the existing site to be more patient focused with a recommendation to add a patient site in the future. Two sites cojouned by a central landing page offering visitors the option to find a doctor or get membership information would result in all interested parties finding exactly what they need.


Internet Marketing
With a rejuvenated website, we turned out attention to driving traffic to the site. Through keyword submission and pay-per-click advertising, the CSRI website now appears at the top of the search engines when specific keywords are typed into web browsers and the site is receiving thousands of hits and impressions more than it had in the past.

Ad Development
Although CSRI had a limited budget for adverting, we did take advantage of a few opportunities that made sense for targeted advertising. We created a campaign slogan and visually appealing ads for print. Ads were also developed for pay-per-click advertising.

Email Marketing
Communications had been very limited in the past. We developed a proprietary email marketing program with a customized email header to enhance communications and deliver timely information to members and non-members. We even added a patient email signup for future correspondence with patients, a first in the CSRI history.

CSRI Strategic Planning
CSRI membership was lower than expected and we developed and implemented programs to attract and retain members through additional member benefits and the development of ChiroMBA to assist doctors with the business side of chiropractic.

 

We were also challenged with helping the society to increase their much needed non-dues revenue. A sponsorship campaign was conceptualized and launched in January 2010.

In addition, we created strategic alliances with imaging firms from throughout the state and arranged to have our newly developed brochure placed in each of their locations.