America's Best Eyewear

1. Background America’s Best has been a pioneer in offering low prices since their start-up in 1978. However, eye care is an industry in which consumers are often loyal to their current providers. With increasingly more retailers offering discounted prices, America’s Best needs help to stand apart based on the major benefits of not only their prices but also their selection.

2. Role of Campaign The objective of our campaign is to increase awareness of the benefits provided by America’s Best.

3. Target Audience Demographics: • Ages 25-40 • Yearly income of around $40,000 • Finishing school, beginning new jobs, starting families • Price conscious Psychographics • Recent college graduates, graduate students, young businesspeople • Consume media based on both their interests and the interests of their children • On fixed budgets, looking for discounts when possible 4. Supporting Evidence a) Primary research found that an overwhelming 94% of survey respondents said that the most important thing they considered when purchasing glasses was either price or variety of styles b) 66% of survey respondents would switch service providers if the new provider offered less expensive options c) America’s Best purchases eyeglass frames in large bulk, negotiating low prices from vendors, which they are able to then pass on to customers d) Most of the America's Best locations have more than 800 eyeglass frames to choose from e) Our target audience looks to both past and current icons for inspiration, especially when it comes to style f) Our target audience is familiar with today’s more popular fictional characters, whether they enjoy a children’s or teen’s film or book on their own or with their child 5. Promise With so many frame options, America’s Best can make you feel like a star without paying a fortune.

6. The Tone The tone of our advertisements will be playful, using popular culture references to relate to our younger demographic. We want to focus the copy towards the benefits of low price and large selection, while adding hints as to who the iconic frames pictured belong to. The advertisements will break through the clutter by being simple with only the images of the glasses paired with body copy.

7. Executional Mandatories Current Logo Campaign Tagline: All eyes on you.

Call to Action: See your savings at americasbest.com