Welcome To Digital Advertising
Helping A Client Catch Up With The Times
The Challenge
Creating brand awareness for a company that had never done digital advertising.
The Solution
A dynamic new website and high quality, consistent advertising across all platforms.
Project Profile
VisionPoint was a family-owned business with six locations across Northwest Indiana. They sold glasses and sunglasses, and offered eye exams with on-site independent optometrists.
VisionPoint had two main customer audiences:
- One was a smaller audience made up of blue collar, steel mill workers who needed everyday eyewear for themselves and their families, and protective eyewear for their jobs.
- Their larger audience was parents and other adults with an annual household income of over $70K who lived in a ten-mile radius of any of the six VisionPoint locations.
The Challenge
Further, none of the client’s customer information was in digital format. They relied on a paper system for scheduling and client records. It was a challenge to transition the client to embrace a campaign that encompassed both digital and print.
The Solution
Our main objective for VisionPoint was to increase appointments for eye exams. Our first strategy was to build an effective and responsive new website that we could send digital traffic to. This included finding, and fine tuning, the right components to use on the appointment landing page to maximize conversions.
We also developed a consistent brand for VisionPoint that included messaging and images for them to use across social media ads, billboards, direct mail, and their new website. We created focused, seasonally appropriate campaigns using digital, print, and direct mail to increase the number of appointments made.
