Example 1

Through The Hayes Optometry
(TTHO)
Background
Through the Hayes Optometry is a full-service Optometric Practice and Optical Gallery. They are
a local and independently operated San Francisco business, creating job opportunities and improving the
Hayes Valley community since 2001. They offer a wide selection of custom eyewear the you cannot find
in your generic corporate glasses chain. Customers are drawn to the beautiful collections they carry, a
combination of modern designs, artistry & colors, creating an unique selection of eyewear where
Eyewear becomes Art!
Located in the heart of Hayes Valley, TTHO is surrounded by some of San Franciscos most exceptional
boutiques, local artisans, gourmet cafes and restaurants.
TTHO is dedicated to providing high quality eyewear with personal service, from eye examinations, to
eyewear fittings. They are also proud recipients of the following awards:
SF Weekly Readers Poll Winners
2011 Best Optometrists
2010 Best Optometrists
2010 and 2011 Talk of the Town Award for Excellence in Customer Satisfaction
Customer service at Through The Hayes Optometry is more personalized, hands-on, and noteworthy.
Their premium product offering is supplemented with the greatest customer support to deliver VIP
treatment to each of their customers. While every business is different, Through The Hayes Optometry
makes glasses that match the quality of their customers.
New Mission Statement: Founded in the heart of San Francisco, TTHO embraces the power of
individuality by providing hand crafted and unique eyewear with a quality experience that is tailored to
your needs so that you can be seen.
Business Purpose
Increase Through The Hayes Optometry monthly in-store revenue by 15% after one year of campaigns
launch.
Target
Our target audience are Graduated College Millennials (GCMs).
Demographic: Ages 22-34, graduated college, male/female
Psychographic: Stand out from the crowd, hip lifestyle
Geographic: San Francisco/Bay Area
Behavioral: Everyday glasses wearer

Since we are targeting people who are already wearing glasses, the GCMs were the most
compelling due to the fact that 63% of them are moderately willing to try a new brand. Changing the
buying habits of older generations would be a much more difficult task. Millennials have minimal
experiences purchasing glasses elsewhere, allowing our first class customer service to capture and
maintaining these customers creating a life time value. Also, of the 40 interviews we did with millennials,
over 50% of them said they would be willing to purchase a new style of glasses. 90% of U.S millennials
are on social media and a 3rd of them prefer using media outlets for interacting with business. This allows
us to create a very affordable campaign while still being able to reach our target.
Communications Objective
We plan to leverage our hand-crafted and exclusively unique eyewear to increase foot traffic and sales
from the millennial audience.
Advertising/PublicRelations: raise brand awareness among Millennials in San Francisco from 0-30% with
a digital & print ad campaign strategically placed among San Francisco districts with high Millennial and
commuter traffic, specifically in the Financial District, Hayes Valley, Marina.
SalesPromotion/DirectMarketing: increase number of transactions from new customers of TTHO

eyeglasses by 50% vs 12 months YA by hosting a pop-up event on Patricias Green in Hayes Valley and
distribute coupons for 15% off on the first purchase of frames, and a free glasses maintainence kit if
customer shares their experience/photo through a post on their social media page tagging TTHO.
Single-Minded Message
TTHO provides its customers with a custom eyeglass experience that allows you to stand out from the
crowd.
Support
TTHO provides its customers a very custom eyeglass experience:
A wide range of quality frames and styles from high-end designers such as ic!Berlin, Bevel,
Undostrial, Barton Perreira and more
Exceptional customer service, e.g. All the staff were excellent and patient, and helped us find
gorgeous and well-designed frames-Be. F, Yelp
An unparalleled dedication to customers eye care, from comprehensive eye examinations and
contact lens evaluations to urgent eye exams, childrens eye exams, dry eye treatments and frame
adjustments & repairs
Conveniently located in Hayes Valley, with available online scheduling for seamless service
whenever you need it
Key Insight
In an increasingly homogenized world, San Franciscans value one-of-a-kind businesses with distinctive
characteristics that provide more than just a product.
Tone and Manner
Neighborhood v. Large Chain

Local v. Corporate
Handcrafted v. factory produced
One of a kind
Individuality
Executional Mandatories
TTHO name and logo in all executions

The website & social media links must be listed on all executions
Be Seen slogan on all executions
Media
Print Ad: Bus stop/shelter, bus interior
Digital Ad: Geo-targeted ads on Facebook
Uncontrolled social media buzz

Bibliography
Advertising Age. "Online Advertising Platforms with Best Return on Investment in The United States as
of August 2013." Statista - The Statistics Portal, Statista,
www.statista.com/statistics/271761/online-ad-platforms-with-best-roi-in-the-us/, Accessed 6 Mar 2017
Council, Young Entrepreneur. "The 7 Best Social Media Channels for Business Marketing." The
Huffington Post. TheHuffingtonPost.com, 22 Aug. 2016. Web. 06 Mar. 2017.
Data Access and Dissemination Systems (DADS). "American FactFinder - San Francisco Demographics."
American FactFinder - Results. N.p., 05 Oct. 2010. Web. 06 Mar. 2017.
eMarketer. "Best Social Media Platforms for Influence Marketing According to Influencers in The United
States as of July 2016." Statista - The Statistics Portal, Statista,
www.statista.com/statistics/617525/best-social-media-for-influence-marketing-per-influencers/, Accessed
6 Mar 2017
eMarketer. "Social Media Marketing Usage Rate in The United States from 2013 to 2017." Statista - The
Statistics Portal, Statista,
www.statista.com/statistics/203513/usage-trands-of-social-media-platforms-in-marketing/, Accessed 6
Mar 2017
Event Marketing Institute, and Website (prweb.com). "Senior Management Views on The Value of Event
and Experiential Marketing in The U.S. in 2012 and 2013." Statista - The Statistics Portal, Statista,
www.statista.com/statistics/257563/value-of-event-marketing-in-the-us/, Accessed 6 Mar 2017
"Key Findings From U.S. Digital Marketing Spending Survey, 2013." Key Findings from U.S. Digital
Marketing Spending Survey, 2013. Gartner, 6 Mar. 13. Web. 06 Mar. 2017.
Kierz, Andy. "Here's How Much Millennials Are Earning Annually across the US." Business Insider.
Business Insider, n.d. Web. 06 Mar. 2017.
Pick, Tom. "Best Social Media Marketing Stats and Facts, 47 of Them." Best Social Media Marketing
Stats and Facts, 47 of Them. N.p., 21 Jan. 2016. Web. 06 Mar. 2017.
Urban Land Institute. "Preferred Digital Communication Methods of U.S. Millennial Internet Users as of
February 2013." Statista - The Statistics Portal, Statista,
www.statista.com/statistics/262121/preferred-online-communication-us-millennials/, Accessed 6 Mar
2017
"Primary Research: City Optics." Personal interview. 14 Feb. 17.
"Primary Research: Through the Hayes." Personal interview. 21 Feb. 17.
"Primary Research: Glasses Survey." Personal interview. 15 Feb. 17.

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Through The Hayes Optometry

SF Weekly Readers Poll Winners

2011 Best Optometrists

2010 Best Optometrists

Our target audience are Graduated College Millennials (GCMs).

Demographic: Ages 22-34, graduated college, male/female

Psychographic: Stand out from the crowd, hip lifestyle

Geographic: San Francisco/Bay Area

Behavioral: Everyday glasses wearer

SalesPromotion/DirectMarketing: increase number of transactions from new customers of TTHO

TTHO provides its customers a very custom eyeglass experience:

Tone and Manner

Neighborhood v. Large Chain

TTHO name and logo in all executions

Print Ad: Bus stop/shelter, bus interior

Digital Ad: Geo-targeted ads on Facebook

Uncontrolled social media buzz

"Primary Research: City Optics." Personal interview. 14 Feb. 17.

"Primary Research: Through the Hayes." Personal interview. 21 Feb. 17.

"Primary Research: Glasses Survey." Personal interview. 15 Feb. 17.

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