The Vision Council today shares details on its five-year plan and a new consumer marketing strategy launching in 2020. The announcement follows The Vision Council’s annual Executive Summit, held last week, Jan. 29–31, in Manalapan, Florida, during which The Vision Council introduced its five-year plan, inducted its 2020 Board of Directors, and shared exclusive insight on the dynamic changes ahead for the industry.
“2020 has the potential to be an incredibly exciting year for the vision community,” said Ashley Mills, CEO of The Vision Council. “We are seizing this moment to reexamine our goals and set a new direction for The Vision Council that will amplify growth opportunities for our industry and bolster the community through new and existing events.”
A key tenet of The Vision Council’s direction for 2020 and beyond is a new consumer marketing strategy. The Vision Council will shift from its current approach of three social media and public relations campaigns to a more streamlined digital media campaign strategy in partnership with Think About Your Eyes, the national public awareness campaign presented by The Vision Council and the American Optometric Association that aims to promote the importance of getting an annual comprehensive eye exam with an optometrist.
“2020 is about growth. The Vision Council’s new consumer marketing strategy reinforces this focus through measurable, actionable campaigns that will bolster consumer awareness and foster growth in the vision care market,” said Maureen Beddis, Vice President, Marketing & Communications, The Vision Council. “By doubling down on our existing partnership with Think About Your Eyes, we can take this already successful campaign to new heights and reach consumers in more powerful ways, which in turn stimulates industry growth.”
As part of the new strategy, the content from The Vision Council’s consumer campaigns—including Eyecessorize, National Sunglasses Day, and Digital Eye Strain—will populate Think About Your Eyes’ new website. The Vision Council will also launch a new website later this year, with all content curated specifically for The Vision Council members and industry experts. Similarly, The Vision Council’s social media channels will feature content curated for members and industry experts.
“In 2020, Think About Your Eyes aims to connect with consumers by creating a conversation around eye health engrained in culture that brings our message to a wider audience. We want our message to be relevant and we want to empower consumers to embrace vision care. Our new approach with The Vision Council will help us communicate this message in the most powerful way possible,” said Jane Balek, Executive Director of Think About Your Eyes.
Another key element of The Vision Council’s plans for 2020 is the reimagination of Vision Expo, with phase one of a two-phase concept launching at Vision Expo East 2020. Together with co-owner of the Show Reed Exhibitions, The Vision Council has introduced a bold new vision for the signature event. Shaped by feedback from both exhibitors and attendees, the new concept is anchored by curated neighborhoods, enhanced exhibit spaces and refreshed continuing education courses. The reimagination of Vision Expo coincides with the appointment of a new Event Vice President, Fran Pennella, a seasoned luxury industry professional with expertise in brand management and integrated marketing, communications and event strategies who will guide the implementation of the changes at Vision Expo East 2020 and the events to come.
“Vision Expo presents so many incredible opportunities for community building that go far beyond the implications of traditional networking. Through the event’s reimagination, we will tap into these opportunities to maximize the event’s reach and strengthen the vision community in impactful ways,” said Fran Pennella, Event Vice President at Reed Exhibitions.
Other exciting changes for 2020 include an evolving advocacy agenda as issues such as Medicare expansion and state employment requirements change at a rapid pace. The Vision Council’s research team will also launch the first consumer viewpoint on Managed Vision Care plans.