Problem
- Proving higher value in a consolidation scenario. After consolidating several of the leading independent alliances, PECAA knew that it had to take the offensive to dispel concerns over bigger not being better. The industry was seeing consolidation in many aspects, and this left independent eye care professionals wondering who their most reliable partner could and should be.
Solution
- Relating to professional passions and motivations to drive growth and share of wallet. We created the story, “The Power of Independence,” to position PECAA as the best of both worlds: buying power combined with the benefits of professional community. Alongside a campaign in the leading vision care media we delivered a comprehensive trade show strategy, testimonial videos leveraged across multiple channels and marketing collateral.
Impact
- 100% achievement of member retention goals
- Expanded share of wallet among existing members
- New member growth
