Lynch Final Project (Spring 2022)

For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips. In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips. This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.