Glacier Dental is a neighborhood dental clinic with 3 offices in Anchorage, offering same-day services even for walk-ins. Glacier Dental wants to make dental services as convenient as possible, says marketing coordinator Kerin Clarke.
The company’s focus is on accessibility—that multiple locations and extended hours make it the area’s most convenient option for dental needs—and that they accept walk-ins, as well as insurance options like Medicaid and Denali Kidcare.
Previous ad spends have resulted in good brand awareness, but the company was looking to reach new people and expand its customer base.
Glacier Dental wanted to reach lower-income locals in the 25-54 or age group, as well as the 18-25 group.
Why People Mover
To expand the company’s customer base, says Clarke, she was looking for a different avenue for advertising—one that would engage people on their way to work. Television, radio, and social media had helped reinforce their brand and message; Clarke found social to be particularly cost-effective, though “we used a lot of giveaways,” she says. The out-of-home opportunity with People Mover buses “really rounded out our marketing plan to get everyone.”
The 12-month campaign began in December 2016 and includes 52 interior signs.
Glacier Dental saw immediate results, with new patients showing up a week after installation, says Clarke. Through new-customer “comfort card” questionnaires, the company tracked discovery via the People Mover ads. From the launch of their campaign through Q1, they’ve realized a 323% return on investment. “We didn’t spend that much,” says Clarke, “but we received a lot of attention.”
People Mover ads “work great,” says Clarke, for those looking to get their names out there—especially medical and dental companies. “People always look at the ads inside the bus while they’re riding,” she says. “They see them every day and say, ‘I need to make an appointment.’”