Discover Vision Centers is a world renowned eye care practice known for being at the forefront of refractive surgery (LASIK Laser Vision Correction). Previous campaigns highlighted doctors and featured the tagline "Leaders in Eye Care, Experts in LASIK." As marketing/creative director, I played a key role in reshaping the brand message across traditional and digital initiatives. The new campaign featured LASIK patients in their chosen environment discussing how life has changed with clear vision.
TV / radio commercials, web videos with short Q&A, responsive testimonial website used as a landing page, print advertisements, and waiting room / in-clinic posters.
Created New Brand Voice & Tagline — Candid testimonials provided strong brand statements. Compelling stories discussed how vision correction has literally changed the way customers view life. I crafted the new tagline that pulled the common thread together: "Discover the difference." The key insight was that LASIK surgery helps you enjoy the details at home, work and play.
Designed / Launched DiscoverVision.info — A second website was created used as a landing page for digital advertising. I created the wireframe concept, established the site architecture for the site, and crafted all content. Hired and managed freelance developers to build and launch the responsive website.
Managed Freelancers & Production Team & Built Testimonial Library of Video & Photography — Captured several videos and photographs with each patient building a large stock photo/video library. Videos were used for several different purposes: 1) TV Ads in :30 sec commercials, YouTube: more in depth Q&A answers, Social: Bite Size Videos.
Marketing Collateral — I designed brochures, booklets, and flyers for internal marketing, print advertisements for local publications, and digital ads for online campaigns.
Example Customer Stories:
"As a young mom and an on-call nurse, I needed to make every day demands in my life easier. LASIK gave me the freedom that I needed."
"Before LASIK, I couldn't read the alarm clock or street signs...now my friends tell me I have MAGIC eyes."
"I'd worn glasses and contacts for 20 years. After LASIK, my life literally changed in 24 hours."
"LASIK helps me enjoy all of the little things in my life."
"LASIK has been life-changing for me. I see the world through different eyes...literally."
"I'm a wife, a mom, and a runner. LASIK gave me freedom and more time back into my schedule."