"The Vision Council plays a vital role in communicating the fashionable aspects of eyewear. I believe eyewear is as important to one's fashion image as a great pair of shoes. The Vision Council is the vehicle to communicate this message to the consumer and the eye care professional."

~ Corinne McCormack, president, Corinne McCormack, Inc.

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The Vision Council  >  Members   >   Consumer Outreach

Consumer Outreach

Communicating the importance of vision care and vision care products to consumers is a priority for The Vision Council. The main audience for our consumer outreach is women 35-54, as they are the primary decision-makers for their families.

Through media relations, marketing materials, online outreach, special events and partnerships, we make sure that all consumers hear about the importance of taking care of their vision.

Activities

Media Relations
Throughout the year, The Vision Council proactively pitches the media on vision care-related topics, such as computer eye strain, protective eyewear, ultra-violet protection, children's vision care and more. Targeted media outreach allows us to create a message that will resonate with consumers, encouraging them to schedule an appointment with an eye doctor and educating them about the options in eyewear.

The Vision Council also promotes eyewear as a fashion accessory through our Eyecessorize campaign. Eyecessorize showcases our members' products as a "must have" fashion accessory and educates consumers about the importance of eyewear function and fit. To generate media awareness, Eyecessorize issues press kits for both the fall and spring which feature the latest eyewear trends, as well as works with the print and broadcast media fulfilling requests and proactively pitching the fashionable aspects of eyewear.

Marketing Materials
By making marketing materials available to eye care professionals and others with a vested interest in promoting vision care and vision care products, The Vision Council furthers its reach to consumers. Among The Vision Council's marketing pieces are brochures, direct mail marketing pieces, recall cards and more.

Online Outreach
The Vision Council provides consumers with vision care and vision care product information on www.thevisioncouncil.org and www.eyecessorize.com, and through targeted advertising campaigns and search engine optimization, we are able to increase traffic to our websites. In addition, The Vision Council also works to supply eye care content to websites lacking this information.

Public Service Announcements
The Vision Council has developed and distributed multiple public service announcements (PSAs) to reach consumers on a variety of topics, such as the importance of eye exams for adults, children's vision, low vision and computer eye strain. By issuing these PSAs to print, radio and television media outlets, The Vision Council has successfully reached millions of consumers with its messages and continues to do so as the PSAs continue to run.

Partnerships and Special Events
The Vision Council has experienced tremendous success in partnering with like-minded organizations to educate consumers about vision care. We partner with groups such as AARP, Reading Is Fundamental, the National Association for Sport and Physical Education, Rock 'n' Roll Marathons, and Speaking of Women's Health, among others. Partnerships are customized for each group we work with, whether it be distributing PSAs or direct mail pieces or sponsoring local events.