Despite 90 years of proud history, the Ontario Society of Occupational Therapists (OSOT) suffered from limited public awareness for the valuable healthcare services its members provide. After Clearview completed the marketing discovery which included workshops and interviews to gain insights, the primary obstacle became clear: Occupational Therapy lacked brand identity, a voice, and a method for connecting with the public.

After a comprehensive investigation into the public’s needs by segment, Clearview recommended creating the brand ‘OT’ (rather than occupational therapy) and developed a logo the public would embrace and remember. A web site was then created to deliver messaging and connect with the public.  This web site was the first step in a narrative meticulously designed to be the beginning of a journey for public awareness of the profession, and to educate the public on the benefits of OT in a user-friendly and informative way.

Since OT provides a wide range of services to people of all ages, the challenge was how to deliver the information in a format that would not overwhelm or confuse the public.  To achieve this a new classification system for OT services was created, and subsequently became the methodology for organizing all data on the site.  By creating a visually fresh layout and producing all copy for the site, Clearview achieved a web site for OTs that simplified the diversity of the healthcare practice and made it accessible for the public.

In addition, Clearview developed and executed a media campaign to increase awareness. A demographic analysis helped to determine what the best target group and media message should be. The outcome was an online campaign that included display advertising and search marketing targeted to baby boomers about how OT services could help their aging parents live safely in their own homes as long as possible.

The new brand identity, web site, and media campaign delivered what OSOT required: an uplifting brand identity, a rally point for its 3500 members across Ontario and public awareness. The strategy of targeting boomers to connect with seniors was successful as the campaign reached over 300% of the target engagement measurement.