The Vision Council

Project Overview

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. AccessU was first engaged by the council more than a decade ago with the challenge of 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. AccessU 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.

The first version of the new website AccessU created featured custom content in three unique voices for varying audience ages — all researched and written by AccessU. 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% increase in online traffic and a 13% increase in new visitors. AccessU also supported The Vision Council with tradeshow services and onsite pressroom management for their two annual international conferences in Las Vegas and New York. More recently, AccessU was asked to partner with Markitecture Consulting based in Alexandria, Virginia, to provide website development support and technical insights to help launch a new website for the newly rebranded company.