Memorial Day Photo Essay: Through A Lens of Reflection

Every time I see a flag fluttering in the breeze, my heart skips a beat.

I’ve had the privilege of traveling through a majority of the United States because of the men and women in uniform, both past and present. And throughout that journey, I’ve lost count of the moments that left me in awe of this great country.

Planning a future with a soldier gives me an even deeper appreciation for the soldiers and their families that have already walked the road ahead of me. Every single day, there are so many little—and monumental—sacrifices made in their lives. Even when they’re not deployed. Even when it’s not Guard Drill weekend. And especially when some had nothing left to give.

As we pay tribute to them this Memorial Day, take a moment to reflect on the many men and women who came before us and died for our freedoms.

[caption id="attachment_3664" align="aligncenter" width="1000"] A patriotic, fire-lit ceremony in Providence, R.I.[/caption]

[caption id="attachment_3658" align="aligncenter" width="400"] A flag stands watch at a Colorado fire lookout tower.[/caption]

[caption id="attachment_3661" align="aligncenter" width="600"] Mount Rushmore might be one of the most identifiable monuments in the United States.[/caption]

[caption id="attachment_3660" align="aligncenter" width="600"] The Korean War Veterans Memorial contains statues of men prowling the jungle with fear in their eyes, unsure of what lies ahead.[/caption]

[caption id="attachment_3662" align="aligncenter" width="800"] A rising moon outside of a building very near the Liberty Bell in Philadelphia, Pa.[/caption]

[caption id="attachment_3663" align="aligncenter" width="700"] The only photo with no red, white and blue, but perhaps one of the most moving—even today, oil drops regularly surface at the site of the USS Arizona Memorial at Pearl Harbor in Honolulu, Hawaii.[/caption]

[caption id="attachment_3666" align="aligncenter" width="400"] Roses line the Vietnam Veterans Memorial Wall in Washington, D.C.[/caption]

[caption id="attachment_3667" align="aligncenter" width="400"] One of my favorite features the Washington Monument in Washington, D.C. is the ring of flags surrounding it.[/caption]

[caption id="attachment_3665" align="aligncenter" width="800"] A soldier marches the well-worn path at the Tomb of the Unknown Soldier in Arlington National Cemetery, Va.[/caption]

[caption id="attachment_3668" align="aligncenter" width="400"] The decisions made within the walls of this house feel heavy when you stand within them—The White House, Washington, D.C.[/caption]

[caption id="attachment_3669" align="aligncenter" width="1000"] A serene night portrait of the World War II Memorial in Washington, D.C.[/caption]

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New Digital Marketing Strategy Works Hard for Denton Combs

A Digital Marketing Case Study

THE CLIENT

Board licensed, and Certified Family Nurse Practitioner Denton Combs has been personally treating, managing and solving non-surgical ear, nose and throat (ENT) conditions since 1999. Seven years ago, he opened the Denton Combs Center for Excellence in Care (Denton) in Sioux Falls, South Dakota, where he and his staff continue those services. Their approach to ENT issues is to focus on addressing the causes—not just the symptoms—through lifestyle changes and medical approaches rather than surgery.

THE SITUATION

When Denton came to VistaComm for assistance, their marketing communication was comprised mostly of radio, some television and print advertising in local commercial publications. They had no real way to measure the results of these tactics. Previous internal estimates calculated that approximately 70% of their existing business came through word of mouth. Denton had identified their target audience as Facebook Moms.

The need to increase awareness of their services—especially in allergies—and reach a more expanded audience in the tri-state area was Denton’s priority. In addition, they wanted a marketing strategy that would produce immediate growth of clientele, and most importantly, effective, measurable tactics that would assure Denton they were not wasting their marketing dollars.

THE PROCESS

An initial discovery process directed by the VistaComm web and digital teams helped both Denton and VistaComm learn more about each other and the target audience. Key findings during discovery helped both parties develop and agree to a web and digital marketing strategy that would work hard for Denton Combs.

THE SOLUTION

To attain the greatest online functionality needed to support an effective digital marketing campaign, VistaComm explained that Denton would need to enhance their existing website. The client agreed and this was the first step taken by the VistaComm web development team.

Web development began with a clear focus on that Facebook Mom audience and the online information they might be searching for themselves and their families. VistaComm’s web content specialists proceeded to tell the Denton Combs story—who they are, what they do and why those Moms should care. Content was then coupled with visuals and functionality that would cause the online reader to respond to the site and STAY WITH IT, grasping the full Denton Combs message.

With a new website ready to go, targeting Denton’s audience could begin—on Facebook, in search engines and through search engine optimization (SEO). This was accomplished through granular digital tracking of those visiting the Denton website. The VistaComm team immediately discovered which website messages were working and which ones were not. Content adjustments were made—in fact, the team now works continually with Denton to make sure site visitors are responding to the messages and overall content. If something is not working hard—getting responses—content is replaced. Tracking has enabled the VistaComm team to go back to Denton regularly and show them exactly what is working or getting good response for them.

THE RESULTS

Denton Combs wanted to grow their business—let’s get back to that. They reported to VistaComm in the program’s early stages that they were “getting way busier.” Their potential client base began to grow, as well, as evidenced by conversions. Conversions equal visits to the site that result in either a call to the Denton office or the completion of an online response form requesting additional information on Denton’s services.

Coming from no way to know if marketing strategies were working to having actual names and addresses of potential clients in hand, here’s the conversion data after 10 months of digital tracking:

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