Bourn Hall Fertility Clinic

Creating and rolling out a new brand identity across content channels

Sector

  • Corporate

Expertise

  • Content strategy
  • Design
  • Commercial
  • Digital development
  • Video

Deliverables

  • Marketing services
  • Website
  • Media buying

The client

Bourn Hall is a family of eight fertility and IVF clinics across East Anglia.

The challenge

To improve online engagement and increase enquiries, Bourn Hall wanted to develop a fresh identity and tone of voice, and realign its marketing strategy across its content channels.

The solution

CPL worked with Bourn Hall on ‘big picture’ planning, right through to the detail – shaping the marketing strategy and leading on planning and execution. This meant creating brand guidelines, as well as a new logo, colour palette, font library, imagery and tone of voice.

We created a responsive website – overhauling the previous site’s structure and content – and then delivered paid digital advertising on Facebook, Twitter, Instagram and Google, including retargeting ads. We helped develop Bourn Hall’s social media content, launching it on Instagram after researching the correct platform to engage consumers.

We also delivered designs for banners, posters and leaflets, produced video content, photoshoots and radio and TV advertising, and conducted monthly reporting and analytics.

The results

51%

Overall traffic sources up 51% year on year

203%

Paid traffic sources up 203% year on year

53%

Delivering quality traffic – the average close rate in healthcare is 17%; Bourn Hall’s is 53%

Digital ads

PPC has performed better than ever in 2019, clicks on Facebook ads reached a record high in Jan 2019

CPL’s digital marketing experience has enabled us to develop this key area of our business – with consistent growth in the success of digital ads and organic content. We are regularly challenged when it comes to content and advertising, producing creative and engaging assets and copy for our social media channels.

Nicola Graver
Bourn Hall HR and Marketing Director

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