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Tuesday / August 16.
HomeminewsOGS Revamps Marketing Approach

OGS Revamps Marketing Approach

Optometry Giving Sight has revamped its Cause Related Marketing program.

‘I Care & Share’ is a practice-based donation program based on the ‘buy one – give one’ principle. Practices make a small donation from each frame or pair of glasses sold (usually between AU$2–5 per frame) which helps fund eye care and glasses in under-served communities.

“This is a great way to engage with patients, raise the profile of optometry and the practice, while giving sight, and hope, to people in need,” said Ron Baroni, Country Manager of Optometry Giving Sight.

He said a record number of practices participated in the ‘I Care & Share’ program in 2015.

Michael Quante, from Eyecare Plus Miami (QLD) recently began participating in ‘I Care & Share’ and said the program has been popular among patients. “We started in October 2014 and it has been a great way to increase awareness with our patients on how little needs to be raised to improve the quality of eyesight for the less fortunate. We’ve certainly had great feedback from our patients and it has increased donations in our OGS collection tin”, he said.

Tony Hanks, Eyecare Plus co-founder and board member, and owner of 11 practices, said the program also delivers marketing benefits for practices.

“We recognised that ‘I Care & Share’ could provide real help in less developed areas,” said Mr. Hanks, “but the turning point for our decision was that there are also marketing benefits for the practice. The amount we donate is now higher, but we can justify the business expense as both a donation and as practice marketing.”

Optometry Giving Sight provides posters, brochures, a donation box and other promotional materials to display in practice. The team can also assist in securing local media coverage to highlight the practice’s involvement.

For more information or to get involved in ‘I Care & Share’, contact Vanessa Richardson on 1300 88 10 73, email vanessa.richardson@givingsight.org, or visit www.givingsight.org

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