Our Work: Focused Eye Care
A People First Approach to Eye Care Branding and Marketing
Focused Eye Care believes in putting People First. They believe it so much that we made it their tagline, framing their core values and promise to every patient. Being the best eye care provider in Southern New Hampshire doesn’t happen overnight, and Focused Eye Care is committed to building a long-term strategy that creates brand loyalty and recognition.
WHAT WE DID
- Rebranding: Visual Identity and Tagline
- Marketing and Communications Planning and Strategy
- Website Redesign
- Social Media Strategy and Content Creation
- Digital Advertising
- Graphic Design and Marketing Collateral Creation
Rebranding: Visual identity and tagline
Through our detailed rebranding process, we developed a visual identity that’s as flexible as it is memorable. The design uses clear eye imagery, with a less obvious sideways “f” for Focused and a hint of mountains, earth and sky for a Northeast touch. Combined with the “People First” tagline, the main brand identifier creates an approachable, friendly and professional visual that’s built to last. To support and reinforce, we created an “eye-con” pattern for backgrounds, leaned on friendly photography for a community feel, and developed an accessible color palette with secondary “pop” colors.
BEFORE
Marketing and communications planning and strategy
To grow Focused Eye Care’s patient list and fill appointment slots, we centered our strategy on the practice’s People First values, monthly eye care awareness and positioning their doctors as community-focused experts. Efforts included paid digital advertising, organic social, content writing, in-office materials and a monthly email newsletter. In-person engagement is key for eye care practices, so we planned and executed an open house for current and prospective patients. A seasonal back-to-school campaign, including direct mail and a giveaway, drove users to book appointments during a slower period. Together, these efforts strengthened visibility, deepened community engagement and delivered measurable growth in patient acquisition and bookings.
Email Newsletter
Nearly
website clicks in the first five months
Back-To-School Campaign
More than
impressions and 297 website visits
Bookings
Data shows a
increase in location bookings in 2025
Website redesign
We analyzed and rebuilt the Focused Eye Care website to provide visitors with a more accessible, informative and user-friendly digital experience. The new site features enhanced navigation and a streamlined structure for eye care services (specifically eye exams), products and information. The ultimate goal? Make it easy for users to book an appointment. In combination with email and digital marketing campaigns and an AI-driven “Search Everywhere Optimization” strategy, traffic increased significantly upon launch.
Active users
increase in active users in the second half of 2025 compared to the first half
Online visits
visits to both Nashua and Milford’s online booking app in 2025
Traffic
increase in web traffic and page views
Social media strategy and content creation
An organic social strategy was developed to grow brand awareness, attract new followers and educate prospective and current patients, while highlighting their People First values. Two media days were conducted as part of the initial strategy, which focused on collecting content to be used in short-form video posts, to better align their efforts with current platform and audience trends. These videos focused on education while also humanizing the Focused Eye Care brand and allowing followers to connect better to those behind it.
254%
increase in organic Instagram views
80%
increase in organic Facebook views
29%
increase in organic Facebook post link clicks
Digital advertising
We launched a coordinated Google and Meta (Facebook and Instagram) advertising strategy to increase local visibility and drive appointment bookings across Focused Eye Care’s locations. Google Ads captured high-intent searches for nearby eye care, targeting service- and location-based keywords. Performance Max campaigns expanded reach across Google channels to drive page views and phone calls. Meta campaigns used static and video ads to highlight doctors and specialty services, initially driving website traffic and later shifting to broader awareness around seasonal initiatives and community events. Together, the campaigns captured demand, strengthened brand recognition and converted attention into measurable patient growth in a competitive regional market.
Google ads
1.2M
impressions
16K
clicks
1,400
phone call leads
16.3%
average Search CTR
Meta ads
1.1M
impressions
2K
landing page views
Graphic design and marketing collateral creation
We extended Focused Eye Care’s brand through a range of clear, cohesive collateral, including business cards, brochures, signage and educational booklets. Using signature brand elements such as the eye swash, patterns and accent doodles, we created a professional yet welcoming aesthetic supported by strong headlines, clear calls to action and diverse photography that reflects the practice’s broad clientele. A standout piece was a compact 4” x 5.5” contact lens care booklet designed as an easy reference guide. Structured with clear sections, icons to illustrate key steps and bold “Important!” callouts, the booklets make proper use and hygiene simple to understand while reinforcing the brand visually. Each includes a customizable back cover so patients can set reminders and stay connected with Focused Eye Care for follow-up visits.
“Partnering with Cookson has been a strategic investment in our long-term growth. They conducted a comprehensive brand review to refine our guidelines and logo, ensuring clarity and consistency across all communications. Their team then led a complete website overhaul, delivering a modern, user-friendly platform that accurately reflects our mission and values. They have also driven meaningful engagement initiatives, including a well-executed Open House, a Networking Bootcamp for our doctors, the launch of a monthly digital newsletter and full oversight of our digital advertising with detailed monthly performance reporting. Their exceptional communication and timely follow-through demonstrate a high level of professionalism and accountability in every aspect of their work.”
Dr. Sarah Jagatic
Partner and Eye Care Doctor, Focused Eye Care