An integrated campaign doubled traffic for an eye care clinic in 2 years

Client

Pediatric Eye Specialists is one of the most comprehensive vision care centers in North Texas, offering ophthalmologists, optometrists and orthoptists who specialize in treating children.

The Challenge

This campaign started in 2013, when Pediatric Eye Specialists came to Balcom to help tell parents about their serious pediatric vision work – from prescribing glasses to correcting strabismus – without boring or scaring away the kids. The creative concept Balcom developed was used to help increase patient visits – especially to the new Mansfield location.

Everything for little peeps ad on a bench
More than meets the eye.
Warm without the fuzzy.
Insight

Insight

Based on what we learned from past campaigns and the trend toward mobile, we developed a strategy featuring a balanced use of channels, but with more focus on mobile and a specific goal of driving business to the new Mansfield location.
Creativity

Creativity

Toy animals in cool specs gave the clinic a cuddly personality, and big, friendly headlines focused the message, in a campaign that worked across online and print ads, bus benches and social media. We paired this creative with ads profiling the founding doctors, and a social media contest that invited followers to submit photos of their bespectacled kids.
Technology

Technology

We tracked the success of the campaign using Google Analytics as well as analytics from ads on Facebook. Specifically, we tracked online conversions including requesting an appointment, filling out the contact form, and click-to-call on mobile.
Facebook page for Pediatric Eyes
Facebook post Rangers Facebook post
Pediatric eyes on mobile and desktop

The Results

Increased web traffic by 150% over two years.

Stats

10%

Lowered the cost per conversion by 10%

60%

Raised mobile click-through rate by 60%

78%

Increased web traffic from Mansfield by 78%

13.4%

Grew new patient count by 13.4% (in the first phase of the campaign)

Awards

2016 Fort Worth American Advertising Awards

  • One Silver ADDY for a public transit ad – exterior 
  • One Silver ADDY for an out-of-home campaign 
  • One Bronze ADDY for a public transit ad – exterior

2014 PRSA Worthy Award

  • Worthy Award, Integrated Marketing Communications

2014 District American Advertising Awards

  • Silver ADDY for a magazine campaign
  • Bronze ADDY for an outdoor campaign

2014 Fort Worth American Advertising Awards

  • One Gold ADDY for out-of-home: campaign
  • One Gold ADDY for advertising for the arts & sciences: single medium campaign
  • One Gold ADDY for advertising for the arts & sciences: integrated campaign
  • One Silver ADDY for out-of-home: flat
  • One Silver ADDY for consumer or trade publication
  • One Bronze ADDY for consumer or trade publication

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