A proposal for Dan & Hailey · King Street Pharmacy · July 2026

One name. Three cities. All heart.

Three pharmacies. Three identities. One of them still wearing someone else's franchise badge. Let's unify them under a single brand people trust across New Brunswick, then build the digital machine that fills the counter.

Read the proposal → Skip to the numbers →

Where things stand

Three great pharmacies, telling three different stories.

Each location earns its community's trust every day. But on paper (and online) they look like strangers. A customer moving from Moncton to Fredericton has no way of knowing they're staying in the family.

Fredericton

King Street Pharmacy

The downtown flagship. Free on-site parking in a city that charges for everything else, plus a clinic doing quietly important community-health work.

Saint John

Under the franchise flag

Operating as a Medicine Shoppe: solid equity, but it's rented equity. The name on the door builds someone else's brand.

Moncton

Freshly independent

Just exited the Medicine Shoppe banner and needs a new name anyway. The most urgent, and the perfect catalyst for unifying all three.

The Moncton exit isn't a problem to patch. It's the opening move. One location needs a new name regardless. Naming all three at once costs a fraction of doing it twice, and turns a franchise departure into an independence story worth telling.

What you told us matters

Grow the traditional pharmacy base

Stable, predictable prescription revenue across all three locations: the foundation everything else stands on.

One identity, honestly earned

A name, logo, and brand kit that all three locations can wear proudly, including the one leaving a national banner behind.

Get found by people and by AI

When someone in any of your three cities asks Google, Siri, or ChatGPT for "a pharmacy that actually answers the phone," the answer should be you.

Clinic awareness, without stigma

The clinic's community-health role deserves understanding, not whispers. The brand and website should normalize it with dignity.

The part nobody's been told

The big heart is already real. It's just been quiet about it.

Most pharmacies claiming "heart" are decorating. King Street has receipts: years of community work that has never been voiced. This is the raw material a brand can be built on, because none of it needs to be invented.

Giving, in kind

Thousands of dollars' worth of food, snacks, and supplements given to Fredericton's homeless. Quietly, consistently, without a camera in sight. It's been happening for years. Almost no one knows.

12 Neighbours, side by side

The pharmacist works directly with 12 Neighbours Community (Fredericton's tiny-home community fighting homelessness by building homes) and has for a long time. Not a sponsorship logo. Actual hands-on care.

The clinic, without stigma

Community-health work, including addiction-related care, done with dignity for people other providers make feel unwelcome. The heart piece and the clinic piece are the same piece.

Marketing didn't create this heart. Its only job is to stop hiding it.

The craft is in the telling: voiced as community work, never as charity advertising. Done right, it's the most defensible positioning a pharmacy can own, because no chain can copy years of showing up.

Creative direction

"Small pharmacy, big heart" was a decent start. Here's where it goes next.

Our read on the earlier concept work: the heart is right, and unlike most who claim it, you can prove it (see above). What's wrong is "small," which undersells a three-city operation, and the fact that the heart was asserted rather than evidenced. These three territories keep the warmth and give it teeth. Full development happens in the engagement; consider these the trailer, not the film.

Territory 01 · Relationship-led

On a First-Name Basis

"The pharmacy that knows your name."

Evolves "big heart" from a claim into a proof. Chains know your file; you know the person, and the 12 Neighbours partnership and years of quiet giving are the evidence. Every touchpoint demonstrates recognition, continuity, and care that follows you across all three cities.

Heart becomes documented behaviour, not decoration
Direct contrast with big-box anonymity
Naturally extends to the clinic's dignity-first care

Territory 02 · Province-proud

New Brunswick's Own

"Three cities. One promise."

Leans into independence as identity. Fredericton, Saint John, Moncton: one homegrown pharmacy family covering the province's three biggest cities. The Medicine Shoppe exit becomes the origin story, not a footnote.

Franchise exit reframed as independence
Scale without losing local credibility
Built to welcome a fourth location someday

Territory 03 · Effortless care

Care, Uncomplicated

"Healthcare that doesn't make you work for it."

The rational route. Five-minute prescription transfers, free parking downtown, a human answering the phone. Positions the brand around removing friction: the thing every pharmacy customer secretly wants most.

Absorbs the "free parking" insight without being owned by it
Converts frustration with chains into transfers
Strong performance-ad hooks per city

Scope of work

Four workstreams. One connected system.

Each one works alone. Together, the brand feeds the website, the website feeds search, and search feeds the ads. Tap any workstream to expand it.

Brand Identity & Naming

One name, one logo, one kit, across all three cities

Discovery with you and your teams, then a rigorous naming process (three routes → shortlist → screening for trademark and domain availability) and a full identity build. Includes a transition plan for the Medicine Shoppe exit so no customer gets lost in the rename.

Naming: 3 strategic routes, shortlist, screening

Logo system + location lockups (FRE / SJ / MCT)

Full brand kit: palette, type, voice & tone

Signage, bag, counter & vehicle applications

Clinic sub-brand treatment, handled with care

Franchise-exit transition & rollout playbook

Website Design & Build

One flagship site, three powerful location hubs

A fast, modern site built for one job: turning searches into transfers. Each city gets a full location hub that behaves like its own front door (local hours, team, parking, directions) while sharing one domain's authority. (Why one site beats three? See the next section.)

Design + build, mobile-first, blazing fast

Three full location hubs with local content

Prescription transfer flow: under two minutes

Clinic section: informative, stigma-free

Community page: the giving & 12 Neighbours story, told with dignity

All copywriting + photography direction

No plugins, no vendor lock-in, yours outright

SEO / AEO / GEO Foundation

Found by Google, cited by AI, chosen by locals

Search changed. People now ask Google, but also ChatGPT, Siri, and AI Overviews. We structure the site and your business listings so all of them answer with your name, in all three cities. AEO (answer engines) and GEO (generative engines) are baked into the build, not bolted on.

Technical SEO + full schema / structured data

Google Business Profile overhaul × 3 locations

Local citation & NAP cleanup across directories

AEO/GEO content architecture (Q&A-ready pages)

Review engine: QR prompts + response system

Baseline report so we can prove movement

Ads Management

Meta (Facebook/Instagram) across three cities, deliberately

Once the brand and site are live, paid media stops advertising three strangers and starts compounding one name. We run Meta (Facebook/Instagram) only, and that's deliberate: Google restricts pharmacy advertising to certified healthcare advertisers, so paid search isn't on the menu. The high-intent "pharmacy near me" searches get won organically by workstream 03 instead, where no certification gatekeeps you. Monthly reporting in plain English, not dashboards you need a decoder ring for.

Meta (Facebook/Instagram) campaigns + creative

Feed, Stories & Reels formats per city

Geo-targeted to each location's radius

Continuous optimization, honest reporting

Ad spend billed at cost, no markup

Scale up, pause, or stop anytime

The website question

One site or three? You asked. We did the math.

Toggle both options. This is the single biggest discoverability decision in the project, so it deserves to be shown, not asserted.

● What you gain

Every review, link, and visit in any city strengthens one domain, so authority compounds instead of splitting three ways
Each city still gets a full local hub that ranks for "pharmacy + [city]" searches
AI engines (AEO/GEO) strongly favour one authoritative source over three thin ones
One site to maintain, secure, and update: a third of the cost, forever
The unified brand story lives in one place, told once, told well

● What you trade

Location pages must be genuinely local; generic templates would waste the advantage (we write them properly)
One shared domain means the name has to work across all three cities, which the naming process solves anyway

● What you gain

Exact-match local domains (a minor, shrinking ranking signal)
Each manager fully "owns" their site

● What you trade

Domain authority splits three ways; each site fights alone against chains with massive sites
Three sites to build, host, secure, and update: roughly 2.5× the build cost and 3× the maintenance, indefinitely
AI answer engines see three small businesses instead of one established group
The unification story dies: you rebrand into one identity, then scatter it across three URLs

Our recommendation

One flagship site with three deep location hubs. It's cheaper to build, far cheaper to run, ranks harder in every city, and it's the only architecture that matches the entire point of this project: one name, three cities.

How it unfolds

Nine weeks, no mystery.

Phases overlap deliberately: while you're reviewing identity concepts, we're already architecting the site. You'll never wonder what's happening; there's a check-in every week.

Discovery & Naming

Sessions with you and the teams at all three locations. Competitive scan per city. Naming routes developed, screened for trademark and domain availability, and narrowed to a shortlist you'll actually be excited about.

Weeks 1–2

Identity Design

Logo system, palette, type, voice. Applied to the things your customers actually touch (bags, signage, counter cards, the clinic), not just a PDF that lives in a drawer. Includes the Medicine Shoppe transition playbook.

Weeks 2–4

Website Design & Build

The flagship site takes shape: architecture, copy, design, build. Three location hubs written like locals wrote them. Transfer flow tested until it's genuinely two minutes. You review a live staging link, not screenshots.

Weeks 4–7

Visibility Foundation & Launch

Schema, Google Business Profiles × 3, citations, review engine. Site launches with SEO/AEO/GEO built in from day one. Baseline measurement locked so improvement is provable, not vibes.

Weeks 6–8

Ads On

With the brand unified and the site converting, Meta campaigns launch per city into a system built to receive them. Search demand is already covered organically, where Google's pharmacy ad restrictions can't touch you. This is where the flywheel starts spinning.

Week 9 →

The point of all this

Marketing: handled.

You run three pharmacies and a clinic. You should not also be running a marketing department. When this engagement is live, "who does your marketing?" gets a one-word answer, and neither of you loses a single evening to it.

The brand

Name, logo, kit, rollout across all three cities. Handled.

The website

Built, hosted, secured, updated. Handled.

Search & AI answers

Google, Maps, ChatGPT, Siri: all pointed at you. Handled.

The ads

Set up, optimized, reported in plain English. Handled.

Content & socials

Monthly content, Google Business posts, review responses. Handled.

Print & in-store

Bag stuffers, signage, review cards, designed by us, printed at cost through our print partner. Handled.

The reporting

One monthly report that a busy pharmacist can read in five minutes. Handled.

The 9pm worries

"Is the site down?" "Did anyone answer that review?" Ours now. Handled.

Your job shrinks to two things: approve the good stuff, and watch the counters get busier. Everything else rings Matt's cell, not yours.

Investment

Clear numbers. No decoder ring.

Deliberately light on the upfront, weighted toward the monthly, so cash flow stays friendly and we stay accountable every single month. All figures CAD.

The numbers are ready when you are.
Read the thinking first, then tap the lock.

Brand Identity & Naming

Naming (3 routes → 1 name), logo system, full brand kit, signage & application design, clinic treatment, franchise-exit transition playbook. Covers all three locations.

$3,900one-time

Website Design & Build

One flagship site, three deep location hubs, prescription transfer flow, clinic section, community page, all copywriting, photography direction. Fully yours, no lock-in.

$7,500one-time

SEO / AEO / GEO Foundation

Technical SEO, schema, Google Business Profile overhaul × 3, citation cleanup, AEO/GEO content architecture, review engine, baseline reporting, delivered inside the first 90 days of the monthly plan below.

$0upfront · built into monthly

Both builds, together: brand → site

Committed together so the work compounds instead of queueing. 50% to begin, 50% at completion. Nothing heavy up front.

$11,400

$10,500

You keep $900

The monthly engine, plus one add-on

Search, Answers & Content

$1,500/mo

The full SEO/AEO/GEO foundation delivered in the first 90 days, then ongoing: monthly content, AI-citation & ranking monitoring, Google Business posts × 3 cities, review responses. Six-month minimum, then month-to-month.

Ads Management

$1,750/mo + ad spend

Meta (Facebook/Instagram) across all three cities: setup, creative, continuous optimization, plain-English monthly reporting. Google restricts pharmacy ads to certified advertisers, so search demand is won organically instead. Ad spend billed at cost; we don't mark up media. Month-to-month after the first three.

Hosting & Care

$190/mo

Fast global hosting, SSL, backups, uptime monitoring, and small content updates handled within two business days.

Launch Print Kit · add-on

$2,500one-time + print at cost

Rebrand signage × 3 locations, prescription bag stuffers, review QR counter cards, downtown employer mini-flyers. We design and coordinate; printing runs through our print partner and is billed at cost, no markup.

The fine print, minus the fine: prices are fixed for the scope described: no surprise invoices. Anything genuinely new gets quoted before we touch it. Monthly plans can pause or stop at their commitment boundaries; everything we make is yours regardless: files, fonts, accounts, domain. Valid for 30 days from delivery of this proposal.

Why Brand Butter

Independent, like you.

We're a New Brunswick studio that builds brands and digital systems for businesses that outgrow their first identity. No account managers between you and the people doing the work. You'll have Matt's cell number.

Projects delivered

Client retention

Yrs in the game

Independently owned

One more thing, plainly: you chose to talk to us because something felt off elsewhere. We'd rather earn the relationship than assume it, which is why this proposal shows its work, prices in the open, and doesn't require a signature ceremony. One click and we start.

Ready when you are, Dan & Hailey.

One click sends us your approval and we'll come back within one business day with the kickoff plan and Phase 1 dates. From that moment on, marketing is our problem, in the best possible way. Questions first? Just reply to the email this link arrived in.

Approve & schedule kickoff →

No signature ceremony. This starts a conversation, not a contract; paperwork follows kickoff.