SITUATION

SharpView was a new brand of Essilor USA, providing Eye Care Professionals a high quality, value-priced lens for their clients. It was essential for the corporation to increase awareness of this new product to Eye Care Professionals. 

TASK

To develop an effective B2B approach in helping Essilor USA reach Eye Care Professionals, it was crucial to share SharpView information to encourage them to include SharpView in the options available to patients.

SOLUTION

As the Art Director for the project, I collaborated with the Creative Director, Account Manager, and the client to create a two-stage approach. The first included the development of a direct mailer to Eye Care Professionals, including a personalized diecut insert and a branded envelope, along with a strong message and visuals. Soon after the arrival of the direct mail piece, SharpView's sales team follows up with the Eye Care Professionals to schedule an in-person meeting to discuss and demonstrate the product in greater detail. This second step included a diecut full color sales folder with a consistent message and branded appearance that the sales person utilized as a sales tool during the meeting. In addition, I managed the Production Artist to properly create the dieline and build the artwork for production.