MedSpa Digital Rebrand

Restoring clarity through structured brand systems.

Background

When I first was introduced to CapitolCryo, I noticed its digital presence lacked ownership, consistency, and clear brand direction. Social media was sporadic, the website was not responsive, and even internal team members were unsure of the brand’s positioning.

Through Socially Aligned Media I partnered with a client-facing strategist, I led the visual and digital overhaul. I focused on establishing a cohesive identity system, rebuilding the website for cross-device compatibility, implementing structured content calendars, and launching Instagram advertising to stabilize and grow visibility.

Website before

Website after

The Challenges

• No defined brand identity

• Inconsistent social design

• Website not optimized for mobile & desktop

• No structured posting system

• Internal confusion around positioning

Results

Campaign Period: December 18 – January 16 (First 30 Days After Social Media Takeover)

Client: Medical Spa

Role: Social Media Design & Content Strategy (Marketing Team)

Following the transition of social media management, a redesigned content system and structured posting strategy were implemented to improve reach, engagement, and local visibility.

Performance Growth

Last 30 Days Before Takeover: 25,700 total views

Last 30 Days After Takeover: 238,900 total views

Net Growth:

+213,200 views

~830% increase in total views

This reflects a dramatic increase in content visibility and platform performance within the first month of management.

Detailed Performance Metrics (Dec 18 – Jan 16)

• 139,219 views during initial reporting period

  • 57.7% driven by paid ads

• 54,043 accounts reached

  • +1,328.6% increase vs previous period

• 1,200 interactions

• 284 new followers

• 86 pieces of content published

High-Intent Profile Actions

• 3,094 total profile actions (+604.8%)

• 3,009 profile visits (+728.9%)

• 72 website link clicks

• 13 business address taps (+116.7%)

The increase in profile visits and link taps indicates stronger purchase consideration and booking intent.

Audience Expansion

• 85.9% of views from non-followers

• 14.1% from followers

The content strategy significantly expanded reach beyond the existing audience base, driving new market exposure.

Geographic Impact

Primary audience concentration: (Medspa located in Salem, OR)

• Salem – 63%

• Keizer – 4.1%

• Portland – 2.7%

• Brooks – 1.0%

The campaign strengthened brand dominance in the core service market while increasing visibility in surrounding cities.

Strategic Outcome

Within the first 30 days of management, the redesigned content and marketing strategy resulted in:

• ~830% growth in total views

• 1,300% increase in reach

• 600%+ growth in profile engagement

• Strong expansion into non-follower audiences

• Increased website and location intent actions

These results demonstrate measurable impact in brand visibility, audience growth, and conversion-driven engagement for the medical spa.

Website before