Written by: Harris & Ward Marketing Team, Collaboration with Meredith English
At Harris & Ward, we believe in the power and importance of digital marketing, but we also know that there are other strategies to consider when developing your business’s marketing strategy. To explore this topic further, we sat down with Meredith English, Marketing Director for White, Greer & Maggard Orthodontics in Lexington, KY, to discuss the value of community involvement for businesses.
“Community initiatives,” Meredith explained, “are an integral part of marketing. Consumers and patients are driven by more than just brand awareness and price point, now; they care about the values of your business and how you give back. People want to associate themselves with companies who do ‘good’ so they feel as though the money they spend with that company is doing more than just paying for the product or service it’s designed for — it’s an extension of their own philanthropic efforts.”
In recent years, the resurgence of the “shop local” mentality has gradually dissuaded consumers from engaging with large, impersonal brands — introducing them, instead, to people doing business in their very own neighborhoods. While large scale marketing initiatives can be beneficial in moderation, dental practices, like White, Greer & Maggard, are local businesses by nature. As such, the local market becomes a valuable point of power against competitors.
As a community partner, White, Greer & Maggard is heavily involved in encouraging healthy activity for adolescents and teens in the communities they serve. Between the group’s 19 offices, White, Greer & Maggard partners with over 200 schools and 65 community organizations. These partnerships range in nature from organizational scholarships to youth sports’ jerseys, all with the ultimate goal of fostering a quality experience for the organizations and their participants. But, WGM doesn’t stop there.
“We don’t just slap our logo on these things,” noted Meredith, “we show up, we engage, we participate in the community.” Not only is this great for the local community, but it’s great for the company. When you take time and resources to give to something bigger than yourself, it can’t help but create a culture that reflects itself around the office. “Our staff is proud to be a part of something bigger, something that helps the communities they live in, and builds relationships with their patients,” Meredith noted.
“We want to build more than beautiful smiles, we want to build people, and I believe this shows from our involvement in the community to our care at the chair.”
Throughout our discussion, Meredith went on to provide a wide array of anecdotes about WGM’s unwavering commitment to their communities — an assistant saving her own money to buy a patient some new tennis shoes; an entire clinical team coming together to collect over 100 books for their community; the marketing team waking at 5 AM to cheer on a local triathlon; the doctors handing out water bottles and greeting summer campers. As illustrated by White, Greer & Maggard Orthodontics, community involvement can be an easy, yet meaningful way to develop a positive reputation in your community through local marketing. In the end, this not only helps your community but also your office culture and your brand.