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Marketing In Action
Vision Source® enters 2013 with more than 1,100 offices proudly displaying the Vision Source brand. The marketing department is kicking off 2013 with new tools and exciting marketing opportunities to continue the drive to make Vision Source the best-known name in eye care.
Look for Vision Source in USA Today
Vision Source is sponsoring the Healthy Vision insert in USA Today, scheduled for distribution on March 15 with a projected readership of 1.3 million. The ad focuses on the unique nature of the Vision Source network and the signature quality care provided by our members.
“The success of our branding program, with more than 1,100 network offices branded as Vision Source, makes consumer advertising efforts like this a possibility,” said Chief Marketing Officer Bryan D. Pinciaro.
The insert will appear in USA Today editions in major markets across the U.S., including New York, Chicago, Los Angeles and Miami.
Vision Source Hits A Home Run
The Houston Astros hosted the Houston Vision Source
doctors for a meeting at Minute Maid Park on February 7. The Astros are
looking for an "Official Eye Care Provider" for the team and pitched the
concept to the Houston Vision Source group based on their brand
recognition in Houston after 20 years of marketing cooperatively as
Vision Source.
“This is just one example of the opportunities available to a branded network,” said Vice President of Marketing and Advertising Randy Sones. “Because the Houston group
has consistently branded as Vision Source, they were the first choice
of the Astros when they began looking for an eye care partner.”
Negotiations with the team are in progress at this time, so stay tuned.
Marketing Tool Kit
In the coming weeks you will receive a very important package with valuable tools to help you market your practice and services offered to new and existing patients. The kit covers five categories: advertising, branding, marketing, public relations and social media. From recall postcards to television advertisements, the Vision Source Marketing Tool Kit is a tremendous resource created by the Vision Source home office to provide members with the key to implementing an integrated marketing program. Whether you are a fully or partially branded Vision Source practice, we’ve got tools for you. Read through the mailer and the “Getting Started” folder on the attached disk. Once you have identified yourself as a fully or partially branded (or California, Virginia, Delaware) practice, browse through the corresponding preview documents to get an idea of what is offered. Customization and printing of these items can easily be done online via
FedEx and
Office Depot.
The Vision Source Marketing Tool Kit includes the promotional pieces we have found to be the most effective and each is strategically written, laid out and designed to maximize your efforts. The pieces tightly follow the Vision Source brand standards and provide a consistent look and feel throughout. Consistency in marketing is very important as inconsistent use of brand elements (logo, font, color) and variations (even small ones) delay the process of successful market penetration.
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As we incorporate national television
advertising and more regional marketing campaigns, consistency is more
important than ever. Although Vision Source cannot endorse changes, we
realize that not all pieces will fully satisfy our 5,300+ members so
adjustments can be made via
FedEx or
Office Depot. Please note that changes outside of the templates are considered “out of scope” projects and will come with an additional fee.
Customizable items are marked with
PREVIEW, and we encourage you to go through the Vision Source printing
vendors in which we have secured special, discounted pricing for our
members.
For postcards, refer-a-friend tear pads, coupon/rebate pads, eye
health awareness flyers, banners, business cards, envelopes, letterhead,
name badges, posters, window clings, and brochures visit one of the web
sites below. Print advertisements can only be customized and downloaded
through the
Office Depot site.
Upon your initial log in to the
Office Depot system, please use the username vs.storeid.(your
Vision Source ID number) and the password visionsource (for example,
office ID is 555 so username will be vs.storeid.555). You can change
your username, password and contact info through the “My Profile”
section.
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To first log in to the
FedEx Kinko's/FedEx Office system, please use your email address as the username and P@ssword as the password. The username must be the email address you indicated in your contact information at the time of joining Vision Source. If you did not list an email address with Vision Source you will be asked to submit information on a separate registration form. You can change your username and password after you have initially logged in.
For customization and printing questions please contact:
FedEx Kinko's/FedEx Office via Chandra at
[email protected] or 281-360-6750
Office Depot via Tim Gwinn at
[email protected] or 713-301-3024
Vision Source at Vision Expo East
Don’t forget about the benefits available to you at Vision Expo East as a Vision Source member:
- The first 100 ODs to register for continuing education receive six free hours of CE.
- ODs and staff receive a 10 percent discount on CE (Please note this offer does not apply to Bootcamps, Workshops and Total Office Packages)
- FREE exhibit hall registration (a $75 value)
- Vision Source courses for ODs
- Vision Source VIP Party
To receive all these benefits, register at the special
Vision Source VIP registration page.
Dr. West at Vision Expo
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Also, Vision Source Vice President of Practice Development Dr. Walt West will be conducting a seminar titled How To Prepare Your Practice For Sale on Friday, March 15. For a
video preview of Dr. West's presentation,
click here.
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Register Online for The Exchange
Beginning in 2013, the Vision Source annual meeting will be known as The Exchange, debuting April 24-27 at Caesars Palace Convention Center in Las Vegas.
“The Vision Source annual meeting is like no other in the profession,” says Randy Sones, Vision Source vice president of marketing and advertising. “We believe it deserves its own unique brand.”
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The name is a reflection of what members
say is the best part of the meeting—the exchange of ideas and
information that takes place between doctors, staff and the vendor
partners. For 2013, the design of the show will open the flow of
information and ideas even more.
To register, or learn more about The Exchange 2013, visit
vstheexchange.com.
At left, P.D. the Parrot will return for The Exchange 2013!
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