After 20 years of marketing “in-house”, the leading optical dispensary management firm turned to Turchette to help optimize their brand. An award-winning advertising campaign, highly-targeted direct marketing, a responsive website and dozens of PR editorial placements helped drive new business and achieve record-setting sales.
How did Turchette get started? The first step was to refresh their corporate identity. A bold and more modern font and icon were used to update their logo and a new tagline helped clearly position Vision Associates as “The Nation’s Leading Optical Dispensary Management/Consulting Company”.
Rather than copy-heavy fractional ads, Turchette created engaging, full-page print ads, digital ads and direct mail postcards focusing on Vision’s ability to quickly increase optical dispensary profits. Ophthalmologists were encouraged to shift their thinking and free themselves from their day to day operational duties by allowing Vision to manage their optical dispensaries. This award-winning campaign quickly took their awareness to a new level.
Next up, a series of print and digital testimonial ads, including quotes from clients who could personally attest to their success with Vision Associates. Each client described how Vision Associates increased their profits and reduced their workload so they had more free time to pursue their passion for something “fun”.
Meanwhile, Turchette’s interactive team created a new responsive website, SEO program and Google AdWords campaign which dramatically improved their online presence and overall website traffic. Client testimonials were integrated throughout their new website to complement the new advertising strategy.
To build brand awareness and credibility, Turchette’s PR team also secured feature stories, byline articles, company spotlights and case studies in key trade publications to help explain the benefits of outsourcing and describe the success their clients achieved once retaining Vision Associates.
THE RESULTS
The results? Record sales. Vision Associates opened over 38 new dispensaries, website traffic increased by 47%, three dozen editorial placements enhanced their credibility in the industry and highly-targeted online programs are yielding exceptional click thru rates – 6.75% for the keyword phrase “optical dispensary management”.
