Marketing Plan and Identity - Complete Urgent Care

ROBOT recently completed an identity package and strategic marketing plan for Complete Urgent Care, a new urgent care clinic located inside loop 1604 at Culebra Road. Complete Urgent Care will provide friendly and prompt walk-in medical care ranging from common services like flu shots to more serious procedures like setting broken bones. The team of four doctors are all experienced emergency room physicians and can handle a very broad scope of treatment for their patients. This is unique since medical staff at most urgent care clinics usually have limited or specialized areas of expertise and cannot always care for all patients.

Strategic Marketing Plan: The project began with secondary market research to develop demographic and psychographic profiles of the target audience within a 10 mile geographic region surrounding Complete Urgent Care.  Using the demographic research we were able to determine potential market size.  Based on the research findings we developed a detailed 12 month marketing plan to reach their audience.  The plan included: in-depth individual project descriptions, tasks for Complete Urgent Care and budgets for each marketing initiative.  

Identity: The team of doctors initially came to ROBOT with the name Alamo Urgent Care and were ready to get started with the logo and identity. After talking to them about their goals and differentiators within their industry, we recommended a more descriptive name that would more accurately reflect their business model and also leave room to expand into other geographic markets. 

After extensive industry logo research, we decided the logo for Complete Urgent Care needed to incorporate the iconic red cross synonymous with urgent care.  The challenge was to make their cross unique while also conveying the idea of "complete". The final solution was a cross knocked out of an arrow that forms a complete circle. The bold, urgent red (which is necessary) is tamed by a soft, friendly shade of blue.  Due to high walk-in traffic, we included a map with detailed directions on the back of the business cards. 

To complete the identity package, ROBOT provided a corporate style guide that included imagery and photographic recommendations, as well as, company color palettes, stationery specifications and instructions on how to display the logo in different situations.