Overview
Who
Canadian Association of Optometrists
What
- Lead Generation
- Reporting and Analytics
- Facebook and LinkedIn Ads
- Logos and Corporate Identities
- Branding
- Website Development
- Graphic Design
- Marketing and Communications Strategy
- Campaign Management and Execution
- Email Campaigns
- Website Planning
- Website Design
- Content Strategy and Creation
- Copywriting
- Member Engagement
- Video
- Social Media
- Advertising
Challenge
To increase optimal use of existing vision care benefits and initiate a dialogue about enhancements to current benefits for employees across Canada.
Target
The goal was to drive awareness and action among Advisors & Brokers, Employers, HR Departments and Insurers.
Solutions
Campaign Strategy and Branding
We recently worked with the Canadian Association of Optometrists to develop the strategy, branding and execution of their national Don’t Lose Sight campaign to encourage changes to vision care benefits in Canada. The bright visual style coupled with contrasting black and white photography was applied to the campaign website, white paper, newsletter, digital graphics, videos and more.
Social Media Ad and Email Campaigns
A key component to the monthly social media campaigns included the creation of over 50 graphics, with a consistent look and feel for brand awareness and recognition. The campaign creative was designed to feature a variety of people under the “Don’t Lose Sight” tagline.
Targeted messaging was developed to accompany the graphics, and to highlight a specific vision health statistic or issue. These creative assets were created for CAO’s multi-channel social media platforms and email campaigns. Consistent creative was also included in paid ads through targeted Google Ads, and Sponsored LinkedIn Ads.
White Paper
We designed a downloadable white paper explaining the importance of vision care benefits reform in Canada. The graphics used throughout adhered to the campaign branding, creating a more visually-appealing document.
Best Practices Guide
We designed a downloadable best practices guide to support and guide insurance providers, benefit advisors, and plan sponsors in modernizing vision care benefits. Similar to the white paper, campaign visuals were maintained throughout this document.
Website
To support the campaign’s primary messages and provide information to the main target audiences, we built a campaign website using the Drupal CMS. The website serves as an ongoing point of reference and features important news, events, gated content downloads, vision care facts.
Video
To support the Don’t Lose Sight national campaign on social media, we developed bilingual kinetic typography videos. These support our primary campaign messages with a visual style that catches attention quickly.
Results
Through monthly monitoring and reporting we were able to optimize the multi-channel campaigns for CAO. Our monitoring and recommendations resulted in key changes to target audiences, budget reallocation, and messaging to optimize campaigns.
We also positioned CAO as thought leaders in vision health benefits with awareness campaigns for targeted webinars, articles, and podcasts.
We achieved nearly 1 million impressions and over 5,000 clicks, and numerous leads from social media ads and email campaigns in a 6-month period.
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