VSP Vision Care Engages LEWIS PR for Integrated Social Media Campaign

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Largest vision care provider encourages new members to look after their eyesight through cross-platform social media program

The 'See Much More' program aims to make the benefits of vision coverage real, authentic and relevant

VSP® Vision Care, the nation's largest eyecare benefits provider, has engaged global public relations agency, LEWIS PR, to implement a cross-platform social media campaign as part of its Fall Open Enrollment drive. LEWIS PR's remit includes social media strategy, content development, content optimization, engagement, monitoring and evaluation across all communications channels. The program encourages potential members to understand the importance of eyecare, and the role vision coverage has in protecting their health and reducing potential long-term costs related to managing certain chronic diseases.

LEWIS PR has integrated all of VSP's social media initiatives including its corporate blog, Twitter, Facebook, Flickr and YouTube presences. Working alongside partner DESIGN about TOWN, the campaign also includes the creation of a Flash-based microsite, as well as two custom Facebook applications, video content, blogger outreach, blog promotions, rich media banner ads and search engine optimization (SEO). The theme of the program - 'See Much More' - appears in advertising, direct marketing programs and company collateral.

"Our goal through this campaign is to remind members and potential members how valuable their vision is in all aspects of their lives - personally, professionally and physically," said Kate Renwick-Espinosa, vice president of marketing at VSP. "Since vision is so important and so personal, social media outreach is a natural fit. We want to show the impact VSP doctors have on the lives of our members."

"The 'See Much More' program aims to make the benefits of vision coverage real, authentic and relevant," said Lucy Allen, senior vice president at LEWIS PR. "While vision coverage itself might not seem exciting, it is important and the ability to see impacts our lives in deeply meaningful ways. We want to help people learn about it in a fun, easy and accessible way."

The 'See Much More' campaign will include the following elements:

  • Social media strategy, messaging and channel integration
  • Microsite - http://www.seemuchmore.com
  • Social media monitoring and response
  • Media and blogger outreach
  • Blogger promotions and contests
  • Facebook Brand page
  • YouTube channel
  • Corporate blog
  • Twitter channel
  • Facebook application
  • Facebook Connect application and site
  • Video content production
  • Search engine optimization
  • Rich media ads and online banner adverts

LEWIS was selected following a competitive pitch for the social media program.

About the VSP Global
VSP GlobalSM includes VSP® Vision Care, the largest not-for-profit vision benefits and services company in the United States with 55 million members; Marchon® Eyewear Inc., one of the world's largest manufacturers, designers and distributors of quality fashion and technologically-advanced eyewear and sunwear; Eyefinity® / Officemate® which offer innovative solutions and the premier management software and technology to improve overall practice management and patient experience; and VSP Labs, industry leaders in new technologies, production processes, service and logistics.

Since 1997, VSP has provided more than 529,500 low-income, uninsured children with free eyecare. Through relationships including those with the American Diabetes Association and Prevent Blindness America, VSP promotes the importance of annual eye exams for maintaining eye health and overall wellness.

About LEWIS PR
LEWIS is a global PR agency with a network of 38 wholly-owned offices. Founded in 1995 in London, the agency works with leading and emerging brands in the most demanding industry sectors around the world. US operations began in 1998 and are comprised of eight offices today. LEWIS is now established as one of the leading global technology agencies, winning a number of awards in the US and overseas. LEWIS' clients range from emerging private companies to NASDAQ-listed enterprises. LEWIS currently has revenues of more than $30m and a global staff of more than 300.

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Daniel White

Liz Baidoo
VSP
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