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LAKE SUPERIOR MEDICAL EQUIPMENT
Summer Internship
I joined the Lake Superior Medical Equipment Team in the midst of the pandemic. During this time we knew we needed to emphasize digital communication that reached customers without physical in-person contact in store. My plan was to amp up their Facebook page, Email Marketing and connect with the community more online.
Problem
Because of the pandemic Lake Superior Medical Equipment had to take all their business online. This involved communicating with customers, keeping social distancing during deliveries and not allowing customers into their storefronts. By not being able to communicate with their target audience effectively, there was a large disconnect between consumers and the company.
Insights
Lake Superior Medical Equipment has served the Cloquet and Duluth community for years. Being a small business they really emphasize what value they can bring to the area. As a fresh face at LSME I noticed that their small business strategy involved close communication between ranks. This allowed them to operate as a team, more less a family. This family dynamic showed to be valuable to their repeat customers.
As a small business in Duluth, they were competing with larger hospitals and supply companies that could offer dynamic insurance coverages a small company simply could not. Although these larger companies lacked what LSME was built on, community relationships.
My Role
Social Media Campaign
Experimental Videographer
Public Relations Outreach
Solution
To connect with the community, we decided on providing face masks, gaiters and food donations. Through local businesses we were able to team up and promote ourselves throughout the first months of the pandemic. I sent our press releases, communicated with local businesses and shared our accomplishments on our social media outlet and emails.
My main role at Lake Superior Medical Equipment was digital. Their Facebook page needed a facelift and I knew engaging forms of media were necessary. To show the small business faces behind LSME, I took on the task of creating personal videos. The emphasis of these videos were to connect our community members with one another and with our team while staying safe during the pandemic.
Results
Emphasizing our community values and “family” dynamic at Lake Superior Medical Equipment made it easier to connect with our current and potential customers online. Through blog posts, social media utilization, and local business interactions, our message was effectively broadcasted throughout Duluth.
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