Eyecare Quiz Bundle Brings in $250K for Advertiser

by Rebecca Capparelli GateHouse Media

Case Study Highlights

  • $250,000 revenue for advertiser
  • $20,000 revenue for publication

 

The Idea

Seacoast Media Group is a publication out of Portsmouth, New Hampshire. Following the success of our Best of the Best ballot, local eye care center Harbor Eyecare Center reached out to us for help raising awareness in the community of their 20th business anniversary. After an in-depth CNA, we learned they were looking to grow their email list, drive leads, and educate the community on their available offerings, such as a non-surgical LASIK procedure. Quizzes seemed like the perfect fit to achieve their goals!

Seacoast Harbor Eye Quiz

The Execution

We decided to create a multi-month quiz bundle to test users’ knowledge of eye care. One quiz would work but the advertiser was looking to educate their audience on multiple eye care topics. Multiple quizzes allowed us to do that, ask multiple lead-generation questions, and extend their branding.

We created the quizzes from the Eye Health Trivia Quiz turnkey. We changed the quiz each month to include different questions. Not only did this mean we could cover multiple eye care topics but it also kept the audience engaged and coming back. We turned what would be a few week campaign into a three-month campaign.

Seacoast eyecare quiz

To drive awareness and participation, we paired the quizzes with monthly sweepstakes. Harbor Eye provided three prizes perfect for attracting qualified leads:

  • $250 gift card towards Harbor Eyecare Center Glasses
  • 6 month supply of RevitaLash Eye Lash Conditioner and Volumizing Mascara (valued at $174)
  • 90 day supply of both Nordic Naturals ProOmega-D and MacuHealth supplements

The sponsorship package consisted of a four-month multimedia buy; three quizzes, lead generation questions, newsletter opt-ins, print and digital promotional efforts, and a follow-up email campaign.

Our registration form included opt-ins for both Seacoast newsletters and Harbor Eyecare as well as a lead generation question to ask users, “Are you considering purchasing any major eye care services or products in the next 6 months?”. And, on top of the lead-generation questions, Harbor Eyecare was able to learn about their audience through the quizzes. The quiz questions provided Harbor Eyecare with valuable information on their audience’s awareness and understanding of eye care.

Harbor Eye Care_Custom Email Month 3 - Proof

The last component was the follow-up email campaign. We sent out three emails on behalf of Harbor Eyecare to drive foot traffic from these new leads. One thank-you email including a thank-you coupon from Harbor Eye and two emails which provided information about their services.

The Results

This quiz bundle brought in over 100 opt-ins and $20,000 in revenue for our publication. The campaign generated over 1,400 visitors to the Harbor Eyecare website each month for three consecutive months. Due to the lead-generation questions on the registration form, Harbor Eyecare gained more than 250 new patients from this campaign. And, as the average lifetime value of a new patient to an eye doctor is $2,000, those 250 new patients translate to $500,000 in potential revenue! We are thrilled with the results of this campaign and can’t wait to do more custom-advertiser promotions!

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