Eye Doctors Optometrists | Merger + Grand Opening Event
INTEGRATED MARKETING · PATIENT COMMUNICATIONS · PRINT & DIGITAL DESIGN · EVENT MARKETING
5
CAMPAIGN PHASES
2
PRACTICE LOCATIONS
6+
MARKETING FORMATS
The Challenge
Support the merger of two Eye Doctors Optometrists locations in Old Saybrook and Deep River, Connecticut, into one newly renovated office. Develop a comprehensive, multi-phase communication campaign to keep patients informed throughout the transition, minimize confusion surrounding location changes, and promote the grand opening of the new practice.
The Approach
Developed a five-phase marketing campaign that guided patients from the initial merger announcement through the official relocation and grand opening celebration. Each phase featured coordinated messaging and branded visuals across direct mail, email, social media, and digital platforms, ensuring clear, consistent communication at every stage of the transition.
Phase 1 | Initial Patient Announcement
INTRODUCING THE UPCOMING MERGER
Created two personalized patient letters announcing the upcoming merger and relocation. Each letter was tailored to its respective practice location, providing patients with important transition details, addressing potential concerns, and reinforcing continuity of care.
Deliverables: Two location-specific patient letters for direct mail distribution.
Phase 2 | Coming Soon
BUILDING AWARENESS OF THE UPCOMING MOVE
Launched the first wave of digital communications to introduce the upcoming relocation across both practices. Coordinated email announcements, website messaging, social media graphics, and patient recall materials to establish awareness, communicate key dates, and direct patients to additional information.
Deliverables: Two location-specific email campaigns, Facebook cover photo, website pop-up banner, recall postcard messaging, social media graphics, and web banner.
Phase 3 | We're Moving
PREPARING PATIENTS FOR THE TRANSITION
Shifted campaign messaging to emphasize the approaching relocation, including final operating dates, office closure information, and the new location. Updated digital platforms with timely reminders to help patients navigate the transition and understand where to receive care.
Deliverables: Email campaign, Facebook and Google Business Profile cover photos, website pop-up update, social media graphic, and web banner.
Phase 4 | We've Moved
WELCOMING PATIENTS TO THE NEW OFFICE
Announced the official opening of the new Old Saybrook location with refreshed messaging across digital channels. Introduced the new office, reinforced the familiar care team, and encouraged patients to visit the updated space.
Deliverables: Email campaign, Facebook and Google Business Profile cover photos, website pop-up announcement, social media graphic, and web banner.
Phase 5 | Grand Opening Celebration
CELEBRATING A NEW CHAPTER
Extended the relocation campaign into a grand opening event, strategically timed to coincide with the community's annual Old Saybrook Sidewalk Sale. Developed promotional materials highlighting the new office, exclusive eyewear savings, giveaways, and event activities to encourage community engagement and in-person visits.
Deliverables: EDDM postcard, two promotional email campaigns, Facebook and Google Business Profile cover photos, social media graphic, and web banner.
