American Addiction Centers

Lead Gen: eBook campaign & landing page

I. About the Project

  • 🎯 The Challenge

    American Addiction Centers (AAC) needed a robust lead-generation campaign to re-engage specific, high-value segments: past rescues who had not been contacted recently, lost opportunities, and cold lead groups. My challenge was to design a multi-channel funnel that broke down complex clinical approaches into compelling, accessible visual narratives. I needed to deliver this educational content while maintaining a compassionate, brand-aligned tone through highly personalized, segmented assets.

  • 👤 My Role

    Lead Designer & Developer

    Art Direction, Layout Design, UI/UX, Front-End Development, Campaign Matrix Mapping

  • ⚙️ My Process
    • Audience Segmentation & Matrix Strategy: I developed a comprehensive Campaign Test Matrix to route personalized content (emails, SMS, and landing pages) to specific segments, including male, female, and family/support group demographics.
    • Content Design & Translation: I art directed and laid out the core lead-magnet—a multi-version eBook—designed to translate clinical treatments into easily digestible, non-medical terms through clear typographical hierarchy and engaging visuals.
    • Conceptual Leadership: I designed distinct creative variations for the campaign's front-end advertising, developing and pitching the "Knight and Demons" imagery as a bold, metaphorical entry point.
    • Digital Execution & Support: I designed and coded the responsive HTML prospecting emails and the conversion-focused landing pages, equipping AAC's internal team with the front-end assets required for implementation, testing, and rollout.

II. Initial Visual Strategy

Audience Segmentation & Conceptual Direction

While the client ultimately requested a pivot to a "more positive" visual direction for the final launch, these "Knight and Demons" graphics represent the conceptual route our team championed during the pitch process. The final materials are shown below.

III. eBook Design & Layout

Cover Segmentation

To drive top-of-funnel conversion, the core lead-magnet needed to feel highly relevant to the individual. I carried the campaign's segmentation strategy directly into the eBook covers, creating distinct male, female, and gender-neutral variations to pair with the targeted ad placements.

Developing the Core Asset

The core of the campaign relied on a high-value content offering. I carried the targeted segmentation through to the eBook covers while developing a clean, highly readable interior layout. The editorial design focused on clear typographical hierarchy and approachable formatting to ensure the sensitive information remained accessible and easily digestible for the reader.

IV. Campaign Flow

Visualizing the Campaign Test Matrix

To align stakeholders and guide AAC’s internal implementation, I built a comprehensive flowchart mapping out the Campaign Test Matrix. This document illustrated the complex logic routing for the personalized variations across every touchpoint—from the initial prospecting email and SMS drops to the dynamic landing page, ensuring the right segment received the right message.

V. UI & Development Execution

HTML Email Drop

Landing Page

Translating Design to Code

Following the campaign mapping, I translated the visual strategy into functional code. I designed and built the responsive HTML framework for the prospecting emails and the conversion-focused landing page. The clean UI execution ensured that regardless of how a user entered the funnel, the experience remained seamless, accessible, and optimized for lead capture.