Get ready for 2021
Kick start your marketing plans for next year and register now.
With a focus on new customer acquisition, we are excited to present your first campaigns for 2021. Encourage Gen X/Gen Y mums to build an eye test for their child into their back to school routine or help Gen Y, Gen X and Baby Boomer adults to care for their eyes so they can see what matters in the new year.
Register now
Register for your Point of Sale now with delivery estimated at the end of December. ProMarket templates and your New Patient Marketing Dropbox will be made available the week commencing December 18.
Adding an eye test to parents’ back to school list is an important part of preparing for a child’s first year of school or a return to school for children who are due for routine eyecare. This concept plays on the word ‘essential’ by changing the spelling to ‘eyesential’.
There is the choice to focus on a single child starting primary school or to show multiple children from a family across a broader age range. Both examples show the mother to encourage the consumer to relate to her. The educational messages of when and how often an eye test should occur can be told through social content and other marketing materials with extended supporting imagery.
Creative Execution
Strong, bold messaging has been used to educate mothers that an eye test should be included in their back to school routine and is supported by imagery that promotes the relatability of a mother taking her child/children to school. The children are ready to go because the mother has ticked an eye test off her list. This is supported by a new graphic device ‘Local. Expertise. Care.’ to tap into a major swing towards localised shopping and the heightened regard for health expertise in a COVID world.
COVID has resulted in many of us reassessing our current and future priorities, with a focus on a more balanced approach to life, more time for family, and/or what we value most. This concept encourages adults to focus on what matters to them – whether it’s family, friends, or newfound hobbies – with the help of clear vision. As the local experts, ProVision optometrists are not far away when it comes to delivering whatever our eyes need.
A clear call to action to book any eye test is also supported by a new graphic device ‘Local. Expertise. Care.’ to tap into a major swing towards localised shopping and the heightened regard for health expertise in a COVID world.
Support campaign messaging in ProMarket and your New Patient Marketing Dropbox will be designed to target those with and without a new year of health fund optical extras.
Creative Execution
From the perspective of a person looking through their own eyes (person first), the imagery invites our consumers to place themselves into the situations presented. There are distinct moments of connection visually represented to resonate with the audience that is targeted. A strong typographic headline positioned close to the feature of the visual reinforces the message that good vision is important to see all of life’s moments. The concept allows extended storytelling of others ‘what matters’ moments via social content and other digital marketing channels.
A clear call to action to book an eye test is supported by a new graphic device ‘Local. Expertise. Care.’ to tap into a major swing towards localised shopping and the heightened importance of health experts in a COVID world.
We remind health fund holders with optical extras they can claim once again with reset benefits via an optional window disc.
Attract patients beyond your practice walls
Both your Back to School and New Year campaigns focus primarily on promotion to new prospective patients. The creative concepts are a springboard for a strong execution outside your practice walls, in addition to database marketing where appropriate.
Each campaign will be extended into content themes. These are designed to help you build a multi-faceted campaign story on your social media channels, your website and other digital channels. Using content themes allows you to engage and educate your local community online, position yourself as an eye health expert and highlight your points of difference. Sharing a diverse range of messages related to the campaign also gives you the opportunity to resonate with different segments of your local community, depending on their need and interest.
Back to School Story Themes:
The importance of adding an eye test to your back to school list | The vital role that vision plays in learning | What to expect in a kids’ eye test and your clinical expertise | Kids’ eyewear options and your dispensing expertise | Back to school tips and support through community partnerships
New Year Story Themes:
What matters to your practice and local community in 2021 | Your clinical independence and freedom to prescribe tailored solutions | Your commitment to helping patients see what matters with task-specific eyewear | Your care & dedication to your local community | The importance of an eye test as part of a self-care focus
Click on the video below, as Euan walks you through the new campaign point of sale ordering process via ProMarket.
This video contains previous campaign images but the process remains the same. Please note you no longer need to register for the New Patient Drop Box as this will be sent to all Practices.
Click Here for Custom Orders Instructional Video
Click Here for Printable Step by Step Ordering Instructions
Cost To You
Comprehensive Members
Comprehensive Members receive the following materials free of charge, as an inclusion in their membership. Choose from:
- 1 x Window Pack Rigid Banner – 900 x 1350mm (portrait)
OR
- 3 x Custom Posters – Custom size banners, A-Frame, Decal or Duratran (Lightbox)
Want additional materials? The following charges apply:
Window Pack $149 ex GST
Custom Poster $60 ex GST
Mini Disc $15 ex GST
Essentials Members
Your investment in campaign in-practice materials:
- Window Pack – $199 ex GST – Rigid Banner – 900 x 1350mm (portrait)
- Custom Poster – $90 ex GST – Custom size banners, A-Frame, Decal or Duratran (Lightbox)
- Mini Disc – $20 ex GST
Campaign Registration | What’s Included?
Questions? Please don’t hesitate to contact the ProVision marketing team
P 03 8544 3900
E marketing@provision.com.au
