Capture Leads with Hyper-Local Social Targeting
ATI Physical TherapyAs a nationally-recognized physical rehabilitation center with roots in the Chicagoland area, ATI Physical Therapy currently has over 800 locations nationwide. ATI's goal to exceed customer expectations every day is evident in their specialized approaches to research-based physical therapy, workers' compensation rehab, employer worksite solutions, sports medicine, home health, and a variety of speciality therapies.
ATI had aggressive YoY growth goals, and a complex brand structure that includes offline and online audience touch points, along with location specific KPIs. They needed a social media strategy that could reach target audiences in the right geographic areas at the moment they were seeking ATI’s physical therapy services.
At Rise, we know how important it is for brands to engage both existing and new target audiences wherever they are — offline, online, across specific geographic locations — in order to drive incremental brand growth.
For each new clinic opening, Rise worked with ATI to launch hyper-targeted paid social media campaigns on Meta that reached in-market users while accounting for user intent and budget by location. This ensured that the ads for conversions were targeting the right audiences in the right places. To do so, we focused on:
- Proprietary campaign structures
- Capturing intent at a local level
- Strong budgetary guidance
ATI’s offline integrated conversions (like phone calls) were a more complex challenge to approach, so we developed a closed-loop measurement strategy that would leverage offline data to encourage optimization towards business goals. We then built, tested and evolved automated optimizations for each clinic location’s goals.
The target strategy was piloted in Illinois, Michigan, Delaware, and Georgia, and was supported by additional media channels and local efforts.