Reunion Marketing had built a strong business around its founders' expertise in new and used auto sales, but the vertical wasn't recession-proof, as COVID would later prove. Leadership wanted to identify other, more resilient industries where the same strategies and resources could transfer. As one of the members of the SMB team — responsible for any vertical outside automotive — I was asked to research multiple candidate verticals and recommend one to test, with dental practices flagged as the highest-priority option to validate.
I ran a deep-dive analysis on the dental vertical: total addressable market, existing competition, the industry's level of digital sophistication, typical marketing budgets, and how those budgets were currently being spent. Once leadership decided the test was worth running, I coordinated across teams to build a repeatable framework for producing templated work for new dental clients, using two existing accounts in my book of business as the baseline.
That framework included a new website template built specifically for the dental vertical, in-depth keyword research with replicable SEO content templates, and a PPC framework built around known local ad budgets. We also began attending — and later sponsoring and presenting at — dental industry trade shows to build market presence and generate leads.