Case Study

Shupe Rehab and Performance

Brand Strategy and Development

SUMMARY

Shupe Rehab & Performance (Shupe R&P) was created to meet athletes’ orthopedic and sports performance needs. Owner and founder, Brad Shupe, is committed to help athletes reach their fullest potential, by equipping them with the tools and knowledge necessary to stay focused and meet their goals. Shupe’s commitment is evident by his service and personalized, one-on-one care that gets athletes results faster.

Deliverable

Deliverables
Brand Strategy
Brand Identity
Brand Messaging
Brand Positioning
Web Design & Development

Goals

Explain benefits of business model (cash)
Explain benefits of personalized one-on-one care
Show how Shupe will give you the tools and knowledge to stay healthy
Highlight what makes Brad the “Go To Guy” for athletes
Highlight what makes him different from everyone else

Challanges

Cash Model is a new concept and may intimidate patients
Clearly explain the benefits of the process
Costs more upfront but saves more money in long term

Outcomes

Positioned Shupe as an expert for athletes
Show how Shupe gets results to ease concerns with his business model and the high cost up front
Highlight features that make Shupe different than competition, (Facility, Equipment, and Experience with athletes)
Show images of personalized one-on-one care
Testimonials/Reviews and case studies that reassures hes and expert
Transparent and upfront with pricing, process and services so no one is blindsided

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Strategy Phase

Overview

Due to the Covid-19 pandemic, we had several “in-person,” live Zoom calls where we facilitated workshops and exercises with Brad in order to:

Develop his brand
Define his users—their goals, their needs, and their patient journey
Define Business Goals—Revenue, Awareness, and Efficiency
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With this information, we created the Shupe Rehab & Performance brand, highlighting the organization’s:

Brand identity
Brand messaging
User profiles and journeys
Market position and competitive audits

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Research Phase

During our strategy phase, our goal was to uncover and develop a strong and core brand foundation that will guide Brad’s decisions. With Shupe, we uncovered that his business model is disrupting the status quo of the physical therapy. For Shupe to succeed, we encouraged trust by emphasizing his experience and knowledge. We also positioned Brad as an expert working closely with athletes and cross-fitters in order to ease the feelings of risk for patients by opting for a cash model.

Creative Direction

After analyzing our data, we decided on:

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Look & Feel

Movement
Flexibility
Speed
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Tone & Voice

Trust
Personalized Care
Empowering the patient

Brand Pillars

Trust

Disrupt

Instruct

TagLine

Go To Shupe

Positioning Statement

For athletes looking to become pain free, Shupe Rehab & Performance is an orthopedic services clinic that delivers one-to-one personalized care with fast recoveries in a fully equipped facility so that athletes can get back to reaching their goals because the best healthcare option should be available to everyone.

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