When Dr. Brian Abert and Dr. Deanna Pedroza met in optometry school, Vista Eye Care was but a twinkle in their eyes. Since its founding in 2010 as a small office with a single exam room, their practice has grown into a premier independent eye care provider, offering expert eye management services and an extensive eyewear selection to Thornton and the greater North Denver Metropolitan area. Their team of 7 doctors and over 20 opticians, technicians, and support staff recently expanded into an upgraded office with beautiful, eye-catching architecture in the bustling heart of Thornton and were eager to spread the word to new and existing local clients.
That’s where we entered the picture! While their stunning new building provides physical visibility, they came to us for help improving their local visibility – both online and offline. We knew that through both paid and organic marketing, we could help them appear in more localized searches for eye care and optometry services. They were also looking for a creative way to inform current and potential eye care customers of their newly upgraded optical space, so our marketing & design team got right to work bringing their direct mail vision to life.
We began with an extensive review of their online business listings, the competitive landscape, and their local search positioning. Based on what we saw, we started with organic marketing strategies by boosting their authority with an upgraded Google Business Profile. Then expanded their online presence onto other local listing sites to improve visibility. Next, we optimized their existing local Google Ads campaign, creating 20/20 alignment with their website, local listings, and strategic plan.
Design & Print
Next, we set our sights on strategizing and designing a direct mail piece to showcase the new space to both current and potential clients. Using their beautiful interior and product photography, we used a tri-fold mailer layout and integrated a custom die-cut shape to mimic their locally-iconic roofline. We kept the design versatile, allowing it to be easily integrated into future promotions and maintain a cohesive brand image.
To get these mailers in front of the right eyes, we looked at their top current clients. Based on their demographics, we harnessed AI technology to generate a “lookalike” mailing list, targeting those most similar to the clients already enjoying Vista Eye Care’s services.
With concept, design, and marketing complete, it was time to “send to print”. After help from our digital die-cutting machine, the end result was a direct mail piece that’s unique, distinctive, and efficient to mail, yet just begging to be opened by an expertly-targeted group of recipients. (The marketing cherry on top? A discount inside the mailer encourages recipients to stop by and see the new office with their own eyes, while also providing a campaign tracking mechanism.)
It didn’t take long to see clear results. On a minimal Google Ads budget, we increased monthly clicks by 30% and decreased cost per click, also decreasing cost per acquisition. Our organic online marketing also brought them into the top 5 positions (and rising) for localized search terms related to eye doctors and optometrists in Thornton. And to prove once again that direct mail marketing isn’t dead, Vista Eye Care has already gained new clients as a direct result of receiving the mailer.