The Eye Center | SHBP Benefits Awareness Campaign
CAMPAIGN DESIGN · EMAIL MARKETING · DIGITAL MARKETING · PRINT DESIGN · TEMPLATE DEVELOPMENT
The Challenge
Develop a coordinated marketing campaign for The Eye Center in Conyers, Georgia, to increase awareness of accepted Anthem Blue Cross Blue Shield State Health Benefit Plan (SHBP) benefits and encourage eligible patients to schedule their eye exams before the end of the year.
The campaign needed to clearly communicate benefit eligibility, reinforce the importance of utilizing available eye care benefits, and maintain a professional, medical-focused appearance. An additional consideration was creating a flexible design system that could be adapted for use by other practices.
The Approach
Developed a clean, cohesive campaign using professional eye care imagery, structured layouts, and a refined blue color palette to establish an approachable yet elevated medical aesthetic.
Created a three-part email marketing series distributed in October, November, and December 2025, with progressively updated messaging encouraging patients to take advantage of their available benefits. Supporting social media graphics, website banners, and direct mail artwork reinforced the campaign across multiple touchpoints.
Designed the materials with adaptability in mind, allowing key elements—including practice branding, contact information, and calls to action—to be customized for different locations. Following the initial campaign, additional generic assets were developed and uploaded to SOCi for use by other practices within the organization.
Deliverables
-
Email Marketing: Three Email Headers and Corresponding Email Blasts (October–December 2025)
-
Social Media: SHBP Benefits Awareness Graphics
-
Digital Marketing: Promotional Website Banner
-
Direct Mail: EDDM Postcard Design (Developed but Not Mailed)
-
Template Development: Adaptable Campaign Assets for Multi-Practice Use Through SOCi
Beyond the Initial Campaign
Following the original campaign for The Eye Center, additional generic marketing assets were developed for use by other practices through SOCi. The adaptable layouts allowed the campaign's messaging and visual approach to be reused while accommodating individual practice branding and information.