Helping a Trade Association Change Focus

The Vision Council Challenge

The International Vision Council represents the manufacturers and suppliers of the optical industry around the world — from sunglasses and readers to prescription lenses and frames.

Challenge

What happens when the world’s largest eyewear trade association reaches 100 percent membership saturation? Time to change focus. The Vision Council challenged Access with increasing consumer engagement and brand awareness as it transitioned from a member-facing trade association to a consumer-focused vision resource. A research and brand audit concluded that messaging and PR editorial focus was too healthcare oriented, social media channels were underutilized, and the existing website was in need of attention.