Specsavers Opticians has more than 60 stores within the south Wales region and has a 30 per cent share of the optical market in the UK.
The company commissioned Equinox to raise the profile of all its stores within local media and position Specsavers Opticians and its staff as an authority in eye care while, at the same time, creating a desire for Specsavers services and products.
Equinox set out with three key objectives:
- To position Specsavers as a caring, professional and honest organisation
- To establish the company as an authority in eye care and,
- To raise the profile of Specsavers as the industry leader in optical fashion.
These were achieved in a number of ways such as liaising with each store director and their staff to generate local “in-store” stories, including business developments and charity initiatives and sponsorship developments.
Equinox put forward ideas that could be rolled out across the entire region. For example, running a Harry Potter Look-a-Like competition to encourage sales of children’s eye wear, increase footfall at stores and achieve a regular drip-feed of news stories in local media.
It was also essential to work closely with the national PR agency to reflect national campaigns and ensure they are tailored to local media e.g. Drive Safe, Look of 2003 modelling competition, sponsorship of Stars in Their Eyes kids auditions.
To position Specsavers as an eyecare authority, educational and authoritative articles on dyslexia, eye strain and glaucoma are offered and store directors and optometrists are put up as spokespeople on eyecare issues.
Fashion advice and lifestyle features are used to raise the company profile as industry leader in optical fashion.
Equinox has generated high levels of positive coverage in news, features and entertainment pages as well as on radio and TV.