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In January 2008, Roseville Chiropractic changed its name to Roseville Family Chiropractic (RFC) to provide a more family-oriented chiropractic and health wellness appeal in an uprising, metropolitan area of Sacramento, California. Being in practice for close to 10 years, RFC's stifling growth brought about a need for rethinking the marketing strategy. High volumes of competition are beginning to encroach on the market and RFC is in need of differentiating its services in order to secure their market share. Kevin Sherwood, RFC's current Director of Marketing, is looking to discover the environmental and behavioral changes of its consumers as well as identify potential target markets for future sustainability. Based on the researched information, he is expected to recommend segmentation, positioning, and communication strategies to the partners of the practice. The following case study provides a thorough look for discussion of the chiropractic industry, a niche, but fragmented industry that is interesting to explore. It emphasizes and explores STP concepts that are essential for entrepreneurial and marketing students to understand in order to be competitive in today's markets. This study includes the major marketing concepts arising within study today, such as: consumer behavior and social trends among different generations, traditional marketing converging on digital and social networking techniques, the need for strategic repositioning to attract new markets, and the development of differentiating elements in order to assist in sustaining market share. The primary subject matter of this case concerns changing trends within the chiropractic industry in which the Segmentation-Targeting-Positioning (STP) process becomes the main emphasis for understanding consumer behavior as well as assessing markets. Secondary issues examined include: competitive advantage, differentiation, social trends, and consumer behavior. The case has a difficulty level appropriate for senior level. The case is designed to be taught in two (2) class hours and is expected to require three (3) hours of outside preparation by students.