Battin Eyecare | Mr. Smith Agency

Battin Eyecare

Making a big splash with new branded frame line

An integrated marketing campaign with a local focus.

Helping our clients grow their businesses is all about understanding their goals and what’s important to them. With Battin Eyecare, there are two major factors that influence their identity: they’re an institution in the Southtowns area of WNY, a third-generation family practice that provides the highest quality eyecare to the families in their community. But perhaps even more importantly, they’ve made a considerable investment in the optical side of their practice and are now an exclusive WNY distributor for a number of truly high-end, premium frame lines, including the launch of their own self-branded line.

The challenge that was placed in front of our team for this project was figuring out a way to make it clear that the frames available at Battin are unique in terms of style, quality, and exclusivity in WNY.

To accomplish that goal, we developed a plan that began with a custom photo shoot to best capture the style of the brand. From there, we designed a lookbook for to inspire patients as they wait for appointments. In order to extend the usage of these assets even further, we created a digital version of the lookbook that’s fully loaded with a suite of tracking tags for strategic measurement and analysis of engagement.

Finally, we launched a hyper-segmented social media campaign to drive targeted online traffic, and an outdoor advertising campaign with a strategic billboard placement in a more affluent Southtown suburb to grow meaningful brand awareness.

Mr. Smith was chosen as agency partner responsible for Art Direction, Collateral Design, Product and Lifestyle Photography, Microsite Design and Development, and Digital Marketing.