Global & U.S. Teams Honored with Four PRism Awards from PRSA Rochester
CooperVision’s marketing teams work tirelessly to develop and execute programs that communicate partnership, commitment and vision to our customers. There are varying measures of success, from customer engagement to increased awareness to a boost in sales. A different, yet meaningful measure comes when the programs—and their outcomes—are weighed against others outside of the contact lens industry. As it turns out, CooperVision took top honors in four categories at the recent Public Relations Society of America (PRSA) Rochester PRism Awards.
Held annually, PRSA Rochester’s PRism Awards recognize complete public relations programs and tactical elements that have met the highest standards of performance in public relations. The entries are judged by a board of senior-level public relations professionals based on the rules of the national PRSA’s Anvil Awards. CooperVision’s work was weighed against other corporate companies and agencies in Rochester, and evaluated in the areas of Research, Planning, Execution (creative quality and technical excellence), and Evaluation.
Doug Brayer, Director, Frequent Replacement Product Brands, attended the ceremony on behalf of CooperVision, along with McDougall Communications, our public relations firm. The team accepted four PRism Awards—the top honor—in every category in which CooperVision was entered.
The winning submissions were:
“Eye-Opening Perspectives on Digital Device Use” – Creative Tactics Category
Looking to boost awareness of digital eye fatigue and the innovative Biofinity Energys™ contact lens, CooperVision wanted to illustrate how consumers use their eyes with digital devices. Conversation-sparking insights derived from thousands of survey responses in multiple countries were woven into global and local reports for eye care professionals, widespread industry media attention, and rich social media content, helping continue the product’s sales momentum.
“Digital Devices & Your Eyes: Global Research” – Research / Evaluation Category
Wanting to boost recognition of our Biofinity Energys™ contact lens—the first specifically developed to address the symptoms of digital eye fatigue—CooperVision set out to uncover data about how consumers use their eyes with digital devices. Conversation-sparking insights derived from more than 27,000 responses in eight countries drove the creation of a global report for eye care professionals, widespread industry media attention and a treasure trove of social media content.
“Celebrating the Eye Care Practitioner: Elevating CooperVision’s Best Practices Initiative” – Issues/Reputation/Brand Management Category
Evolution in the industry continues to create ongoing challenges for eye care professionals, but in 2015, CooperVision launched Best Practices—a U.S. initiative dedicated to recognizing eye care practices whose visionary, innovative and unexpected aspects of care delivery lead to exceptional patient care and elevation of optometry. Response was so positive that plans were put into place to name a new class of honorees every year. In year two, the focus evolved to build further momentum and excitement for Best Practices in order to show more eye care practitioners that CooperVision understands their challenges, recognizes their work, and is invested in celebrating their success.
“Not Created Equal: Why 1-Day SiHy Contact Lenses” – Advertorial Category
Through a series of advertorials that profiled advocates of silicone hydrogel, 1-day contact lenses, CooperVision helped educate U.S. eye care professionals about the benefits of this advanced, healthy product category. Published exclusively in Contact Lens Spectrum, the series’ digital version more than doubled its page views over the run, stimulating customer conversation and fueling continued category sales momentum.
The awards were the culmination of smart strategies and hard work of our teams. Congratulations to all!