HUMAN

TRUTH AD
CAMPAIGN
ZACH BRIGGS
ALICIA ROSA

&

TOM DEMPSEY
RYAN MCGEE

CONTENTS

CONTEXT
Situational Analysis 4
Historical Background 4
S.W.O.T. Analysis 5
Environmental Analysis 6
Competitive Analysis 7
CAMPAIGN
Research Summary 8
Target Market Profile 8
Objectives 8
Creative Brief 9
Problem 10
Big Idea 10
EXECUTIONS
Ads 10
Additional Executions 12
AGENCY
Team members 14

CONTEXT
SITUATIONAL ANALYSIS

ith fashion trends growing and

disposable
income
decreasing,
people are looking for more ways to look
good for less. The current brands with the
most market share in the eyewear and
care industry offer a huge selection of
designer frames but at a price that people
feel they are forced to pay. Americas Best
is a brand with a low-quality image that
wants to compete with these other brands
by differentiating itself.

HISTORICALBACKGROUND
I

RESEARCH
SITUATIONAL
ANALYSIS

n 1978, Bill Grody, at the age of 25,

formed Americas Best Contacts &
Eyeglasses. Their first location was
opened on Chicagos Magnificent Mile
in the third-quarter of 1978.
Americas Best was founded following
the Federal deregulation of the eyecare industry, which permitted price
advertising of eyewear, eye exams and
related services and supplies. Americas
Best was the first eyewear company in
the United States to offer contact lenses
and the coinciding eye exam for under
$100. Later, it became the first in the

industry to adopt an under $50 package,

that included frames, lenses and exams.
Since its founding, Americas Best has
held a leadership position in the industry,
providing quality, service and a complete
eye-care and eyewear servicing at the
lowest prices possible, across the board.
The company today has expanded to
over 350 locations in the United States
and they have become the largest buyer
of designer overstock frames in the
United States.

STRENGTHS

WEAKNESSES

Low Prices

Unattractive website

Online Ordering

Low Quality perception

Full-service (eye exams and supplies)

Non-unique Branding

OPPORTUNITIES

THREATS

Word-of-Mouth advertising

Strong established competitors

More unique branding

New competitors entering the market

Site-to-Store option

S.W.O.T.
ANALYSIS

RESEARCH
S.W.O.T.
ANALYSIS

ENVIRONMENTAL ANALYSIS
I

n the past, glasses were simply used to be

able to see. As fashion, style, and social
culture advances, eyewear has become
a part of a persons style and personality.
People own multiple pairs of glasses,
sunglasses, and colored contacts. Tweens
and teenagers have even taken to wearing
glasses simply for aesthetic reasons; they
dont even have a prescription. Existing
brands such as LensCrafters and emerging
brands such as Warby Parker have adapted
to this, but Americas Best is lagging behind
on this trend.

RESEARCH
ENVIRONMENTAL
ANALYSIS

POLITICAL FORCES:
Many insurance plans do not cover vision
care or only cover the minimal amount. It
has become harder for consumers to find
frames and eyewear that they like without
paying a fortune outside of what insurance
covers, which is usually just an eye exam
and up to $100 on a single pair of frames.

SOCIOCULTURAL FORCES:
High end fashion brands such as Dolce
& Gabanna, Coach, Vera Bradley, Prada,
and Gucci have extended their lines to
include fashion glasses. Even brands that
dont make clothing such as Seventeen,
Cosmopolitan, and Vogue have created
lines of eyewear, making glasses cool
again. While these brands create eyewear
that is on trend, their products are very
expensive and people that do want them
have to pay hundreds because insurance
doesnt cover the entire cost of the glasses.

COMPETITIVE ANALYSIS

Warby Parker is an American eyewear

company that sells eyeglasses and
sunglasses. They are the most innovative
and high fashion of the brands. Warby
Parker does an exceptional job with their
branding and their unique service. They
offer the option of choosing different
glasses online and getting them shipped
to your house to try on. You then send
back the glasses you didnt like and keep
and pay for the ones you do like. This is
a great way to differentiate from other
eyewear companies, but their glasses are
very expensive. They are a good brand
for people that mainly use their glasses
to express their personality or personal
fashion style.

Pearle Vision is a large brand with

locations in the United States and Europe
with a large selection of designer brands
with expensive prices. They dont have a
very strong or distinctive brand image,
but their service is not exceptional.

LensCrafters has the largest market

share in the eyewear industry. They have
locations across America and have the
largest selection of brands, but they are
the most expensive. It is viewed as the
most high-end brand.

RESEARCH
COMPETITIVE
ANALYSIS

CAMPAIGN
RESEARCH SUMMARY

OBJECTIVES
The main objective of the research was to
discover what the target audience, which
includes young and mature adults, is most
concerned about when purchasing glasses.
Other objectives included identifying the
strengths and weaknesses of the Americas
Best brand, as well as to find out what
consumers prefer about both retail store and
online shopping.
PRIMARY
The primary research for this campaign was
focused around interviews with people in
target market, meaning people in the 25 to
54-year-old age range who wear glasses. The
interviews asked subjects to explain, among
other things, some things they liked and
disliked about shopping for glasses. One thing
people enjoyed was being able to shop with
another person in order to get second opinions
about how frames looked, and
for this reason an overwhelming
preference was to shop for
eyeglasses in stores instead of
online. Another point that multiple
interviewees commented about
that glasses are often too
CAMPAIGN was
expensive, and price is a major
when making a decision on
RESEARCH factor
what pair to buy. One interviewee
SUMMARY commented, The best pair

always seems to be the most expensive, which

is a statement that was used as inspiration in
creating this ad campaign.
SECONDARY
Secondary research consisted of collecting data
from MRI+ Mediamark reports, the Americas
Best website, and looking at competitors
websites as well. The MRI+ Mediamark reports
proved very helpful in determining a target
audience, as the research showed that there
was not a specific, narrow demographic that
shopped for glasses, but rather that a large
range of people used the same resources.
This information led to the broad group of
25 to 54-year-olds being targeted. Secondary
research also turned up useful information
about prices and promotions that, as
determined by the primary research, would be
an appealing selling point to consumers.
TARGET MARKET PROFILE
Our campaign is targeting men and women
ages 25-54. They want to be able to look good
at an affordable price, but dont want to have
to compromise their style just because of a
sale or lower price. When they buy glasses they
want to find a pair that goes with their style
that isnt going to break the bank. They often
find themselves having to walk away from a
pair of designer frames that look great but are
too expensive. Our target market is somewhat

skeptical to try Americas Best because they

feel that they do not carry the same brands and
they do not feel that their prices are that much
lower than their competitors prices. They view
Americas Best as the lower quality brand
that wont be able to provide the stylish frames
that they crave. They would rather just cough
up the money for a more expensive pair rather
than going and being disappointed in another
stores selection.
They still care about their looks and fashion
trends despite focusing on their careers and
families.

OBJECTIVES
Increase awareness of Americas Best
brand
Remind loyal costumers of the benefits
Americas Best gives them
Tell potential costumers that Americas
Best is price conscious
Ensure that potential costumers know they
dont have to sacrifice style for price with
Americas Best

CREATIVE BRIEF
BACKGROUND
Americas Best Contacts & Eyeglasses began providing discounted eyewear and eye services in
1978. Today, the brand has over 350 retail stores around the country as well as a comprehensive
online store. Between the two methods of shopping, customers can purchase glasses and contacts,
eyewear accessories, eye exams, and a number of other products and services. Americas Best is well
known for offering designer eyeglass frames at discounted prices, a deal they are able to provide by
purchasing their frames in large volumes.
ROLE OF CAMPAIGN
Increase awareness of the Americas Best brand. Educate customers about a lead promotional offer
from the brand. Address a common concern of the target audience that price can deter a customer
from purchasing the eyewear he or she desires.
TARGET AUDIENCE
Men and women, 25-54, middle class.
PROMISE
Americas Best allows you to shift your attention from price and focus on what really matters: finding
the right pair of glasses that accentuate your personality.
SUPPORTING EVIDENCE
$PHULFDV%HVW&RQWDFWV (\HJODVVHVDOORZV\RXWRVKRSDWDUHWDLOORFDWLRQRURUGHUJODVVHV
online, and even offers eye exams in their stores.
5HWDLOVWRUHVKDYHHPSOR\HHVZKRDUHNLQGDQGZLOOLQJWRKHOS
$PHULFDV%HVWRIIHUVWKHVDPHSRSXODUGHVLJQHUEUDQGVWKDWPDQ\SHRSOHORRNIRU
7KHODUJHVWFRPSHWLWRUVRI$PHULFDV%HVWRIIHUVLPLODUVHUYLFHVEXWQRWDOZD\VDWVXFKDGLVFRXQWHG
price.
0HPEHUVRIWKHWDUJHWPDUNHWSUHIHUWRSXUFKDVHJODVVHVLQWKHVWRUHRSSRVHGWRRQOLQHVRWKH\
can try the frames on.
TONE
The tone of the advertisements is meant to be fun while still addressing a serious concern of the
customer. The images in the ads, which can each be speaking to a different personality within the
target market, are meant to grab a persons attention with bold colors and styling. The copy intends
to use clever word choice to communicate the serious matter of good-looking glasses costing too
much.
MANDATORIES
8VHFXUUHQWORJR
&UHDWHQHZWDJOLQH
,QFOXGHFDOOWRDFWLRQ

EXECUTION
ADS

PROBLEM
Youve found the perfect pair of glasses, and then you realize
its way out of your price range. This is a common problem,
practically a human truth.
BIG IDEA
Americas Best allows you shift your attention from price, and
focus on what really matters: finding the right pair of glasses
that accentuate your personality.

10
EXECUTION
ADS

ADDITIONAL EXECUTIONS
O

ur first non-traditional execution will be an out-of-home

ad featured in elevators in buildings in major cities.
Mirrors in elevators will have different glasses frames on them
so consumers can stand in front of the mirror and see how
they would look in the glasses. The decals would feature the
Americas Best logo and copy explaining what to do, how to
upload a picture, and a message cohesive with the print ads.
Our second non-traditional execution will be glasses
coasters placed in bars. Our target market age is the typical
age found in bars in major cities. The coasters would feature
the pun, Wish these glasses were cheaper? and inform the
user of the deal they can receive with Americas Best.
Our third non-traditional execution would be a spot on
the hit show Project Runway. The show usually is sponsored
by or partnered with a brand where the designers create a
look to be paired with or inspired by that brand or product.
The show would feature Americas Best and the contestants
would create a look to go with a pair of Americas Best glasses.
Research shows that a large majority of our target market is
in the demographic of people that watch Project
Runway so it would be a great way to reach them.

12

EXECUTION
ADDITIONAL
EXECUTIONS

13
EXECUTION
ADDITIONAL
EXECUTIONS

AGENCY
Z

ZACH BRIGGS

ach is the Marketing Director for Park Productions. He has designed and currently maintains this
organizations website, as well as graphics for various projects. Over this past summer, Zach worked
at Burch Creative Capital in New York City. This internship was an inspirational opportunity to work
alongside marketing professionals. He is beginning the semester as Food for Thoughts Marketing
Director, organizing marketing initiatives for its events and activities, which benefit the lives of children
worldwide who are denied basic living necessities and a quality education. Additionally, Zach is the
coordinator for Concert for a Cure, an annual benefit event that raises money for cancer research. In his
spare time he also creates marketing materials for the School of Business, is the Chief Layout Editor for
the Park Scholar annual report, and is the Events and Marketing Director for 180 Degrees Consulting,
an international student-run consultancy that works with non-profit organizations. South Hill Elementary
School has also welcomed Zach back to volunteer for his third year in a row. Zach is a recipient of the
Park Scholarship, a merit based scholarship at the Roy H. Park School of Communications at Ithaca
College.

ALICIA ROSA

licia Rosa is a junior Integrated Marketing Communications student from Rochester, NY. She doesnt
consider going to bed before 3 am and loves dogs and cats equally. Alicia interned with Martino
Flynn this past summer as a copywriting intern where she fell in love with the close-knit small agency
experience. She also participated in the annual PGA in Rochester as a brand ambassador for MercedesBenz. Unfortunately all she got was a t-shirt, not a car. Alicia is currently a Marketing Intern
for the Office of Career Services at Ithaca College where she creates graphics and various
promotional materials. She also does graphic design for Fattell Consulting LLC and is the
Marketing Director for Stale Kale Productions. Alicia cant wait to study in Los Angeles next
year to gain more experience and also to take a clich picture near the Hollywood sign.

14

AGENCY

TEAM
MEMBERS

TOM DEMPSEY
T

om Dempsey is a junior Integrated Marketing Communications major and Sport Studies minor hailing
from Andover, Massachusetts. A fan of Boston sports, he loves football enough to play on the team
at IC while still cheering on his hometown Patriots. Last summer, Tom interned as an account manager
at a sales and marketing company outside of Boston and gained valuable career experience; he also
learned he probably does not want to pursue a career in sales. Tom will seek to intern in a marketing
position in the Boston area again this summer, and he has no current plans to study at any of Ithaca
Colleges alternative campuses in the coming year.

RYAN MCGEE
R

yan McGee is a junior Integrated Marketing Communications student from Ithaca, NY. He has an
affinity for copywriting, and plans to attend the ICNYC program his next year in the fall. He currently
acts as station manager of WICB, and works as on-air talent. He periodically takes on management of
underwriting accounts and does VoiceOver work for MarCom at IC. This summer he hopes to work with a
kitschy design firm in Ithaca and destroy the last shred of dignity he has by doing busywork
for a just-because-its-daddys money start-up company out of a Cornell students dorm
room.

15

AGENCY
TEAM
MEMBERS

Dont call the world dirty

because you forgot to clean your glasses.
~Aaron Hill