COPYWRITING - Cornerstone Eye Associates

A 3-location full-service ophthalmology group, Cornerstone Eye Associates had recently renamed their practice which was formerly known for 50 years as Park & Siebold. Working together with the practice doctors and administrator, Campbell Communications created a new brand identity and updated the existing logo to better express Cornerstone Eye Associates’ new brand identity. The new color palette and fonts, to be used across all stationary, web-site, and marketing collateral, were designed to evoke the warm, caring brand persona that is Cornerstone Eye Associates. For the new advertising campaign, a series of print ads were created to launch and promote the new brand and Lasik surgery services. The print campaign included a variety of publications including the Rochester Democrat & Chronicle, Insider Magazine, City Magazine, Rochester Magazine, and The Jewish Ledger / Golf Weekly. Public relations, yellow page advertising, direct mail, and special event marketing rounded out the new web-site, radio, and billboard campaign – all working together to generate significant buzz and results.

After the first year of the new campaign, Cornerstone Eye Associates saw a healthy increase in business overall. Its Lasik surgery service, in particular, increased 500% in the first year - then jumped an additional 500% after just 18 months, and has continued that pace on into 2008. Additional focus on Lasik surgery services included a direct mail campaign to teachers, which garnered a 200% return on investment. Ongoing projects include web-site competitive review, analysis, and recommendations to maximize on-line presence.

Services Provided To Cornerstone Eye Associates

Services provided included creative direction/rebranding, copywriting, production coordination, media planning, public relations, special event marketing and coordination.

Copywriting Project Samples