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.

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Results

Access provided strategy and thought leadership during this difficult transition which played a large role in propelling the internal marketing division to record-breaking success. This included a two-page spread in TIME magazine’s Most Defining Moments and Person of the Year issue, as well as the launch of an in-depth, new, consumer-facing website.

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Web and Digital Results

The website Access created features custom content in three unique voices for varying audience ages — all researched and written by Access. The new consumer-oriented content was written to position The Vision Council as the online resource for all eyewear and vision care needs, and resulted in a 43 percent increase in online traffic and a 13 percent increase in new visitors. The new secure members’ area features integration with third-party member information, payment of dues, and unique content for each of the client’s 399 members. Access also conducted a five-month search engine marketing (SEM) campaign for The Vision Council’s Low Vision division in order to increase traffic to its website, whatislowvision.org. The campaign ran from May to October, 2014 and resulted in 7,816 website visits and 964,229 impressions.