CASE STUDIES

University Optometric Center

Challenge: Increase public awareness and use of the SUNY College of Optometry’s eye care clinic on 42nd Street in Manhattan.

Situation Analysis: As a training ground for young optometrists (under the supervision of experienced professionals) University Optometric Center needs a certain volume of patients to ensure an adequate clinical experience for its students.

While a loyal patient base existed, new patient growth was barely keeping up with natural attrition.

UOC’s location on 42nd Street is busy, but because the Center is not located on the ground floor but rather on an upper floor of the college’s building, foot traffic and visibility are non-existent.

With UOC’s limited budget, traditional advertising for this Manhattan location wouldn’t provide the frequency needed to make an impact.

Solution: Take advantage of the steady foot traffic outside the building to create interest about UOC and awareness about its location inside.

Strategy: Install high-definition video screens on the front of the building, easily visible to passers-by. Loop-run a continuous series of videos designed to capture attention and draw the viewer in for a closer look, and focusing on hot-button eyecare and eyewear issues.

Results: One year following installation of the plasma screens, UOC experienced a 12% increase in its patient base.

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Case Studies
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Branding
Your brand is more than your name, logo or tagline. It is the beginning of a connection between you and your stakeholders. Ultimately, your brand will become the sum total of everything your prospective consumers believe about your organization.

At Crown, we believe in bringing humanity and purpose to your brand…in making your image something that inspires people to think about you as more than another company, but as a part of their lives.

Over the years, we’ve gotten branding — and rebranding — down to a process that starts with answering some basic questions:

  • What do you want your customers to believe about you?
  • What do your customers believe about you now?
  • What gaps exist between your self-image and your customers’ perceptions?
  • What information will help fill those gaps?


Ideally, this process of discovery does not stop with management’s assumptions. When possible, we strongly recommend the use of actual consumer research to go beyond the conventional wisdom and get to the heart of how your organization is perceived. Crown will work with you to develop the right combination of qualitative and quantitative research methods to provide the information you need to succeed. Armed with this knowledge, we will help you decide the right course of action…whether it is a completely new corporate image, freshening up your existing brand, or a new marketing approach to help your brand make an indelible mark in the minds of your stakeholders.
Digital Marketing
Helping organizations get and stay connected with their customers, clients and other stakeholders has always been our top priority. In today’s world, that means managing the changing array of communications networks available to best reach your target audiences.


  • Web Development
  • Social Networking
  • Internet Marketing
  • Search Engine Marketing
  • Email Marketing
  • Interactive Media
  • Mobile Communications


Above all, Crown provides strategic guidance, helping you make the most of your available budget while managing your brand online — connecting your organization to a world of possibilities.
Print & Broadcast Advertising
Crown has a 20-year history of developing advertising that compels action. From our roots in retail to our more recent work in healthcare, we have helped dozens of businesses manage effective campaigns utilizing the complete spectrum of “traditional” advertising venues, including:

  • Newspapers
  • Magazines
  • Circulars
  • Television
  • Radio
  • Out-of-Home
Direct Marketing
Even in today’s digital world, there’s something familiar and comforting about holding a printed piece. Whether you need a simple mailer, sales literature or a complex multi-piece fundraising package, Crown has the experience to get you noticed in the crowd. Our artists, writers and mail specialists will work with you to deliver your message directly to people who matter — and with that sense of urgency that improves response rates by compelling action.

  • Brochures
  • Mailers
  • Sales Sheets
  • Capabilities Brochures
  • Specialty Mailers
Video Production
The impact of video is no longer restricted to cable or the airwaves. Increasingly, digital video plays an important role in creating a rich consumer experience online. Crown will work with you to integrate video into your website and create easy-to-access consumer video libraries via YouTube and other domains. We also use video to add excitement to fundraising campaigns, corporate communications packages and more.
Corporate Communications
Every organization can benefit from clear communications with the public, media, government officials, donors and other stakeholders. Crown can help you refine your messages to best address the concerns of each constituency, and develop specialized communications strategies to reach them. From annual reports, capabilities overviews and employee communications to press materials, white papers, newsletters and fundraising campaigns of all kinds, we'll work with you to develop the right pieces - at the right cost.
Web Development
Your web site is often a prospective customer’s first introduction to who you are and what you have to offer. Crown Advertising works with organizations of all types to develop web sites that tell their stories in a clear, compelling and entertaining manner. We begin by getting into your head and understanding what your prospects need to know. We develop smart architectural solutions for your site, ensuring that users can easily find what they seek. We continue the process by writing copy that motivates action, and matching it to design elements that bring it all together in a pleasing manner. The result? A web site that doesn’t just sit there — a web site that works.