Zenni Optical
Kadie Thomas presents
CREATIVE BRIEF
ZENNI BACKGROUND
Zenni Optical the top online eyewear store
where customers can customize their glasses,
lenses, and styles for half the price of brick
and mortar retailers.
The company, which started in 2003, has
expanded the market for prescription glasses,
sunglasses, and blue ligh blocking technology.
PROBLEM
Zenni does not reach its entire market. Many
stores have you try on glasses in store and
have customers believe that to get quality
eyewear, you have to invest with insurance
and an optometrist.
Because Zenni primarily markets online, much
of the market remains unreached. Potential
Customers have not considered trying Zenni
because they have not seen their
advertisements off the internet.
"SEEING IS BELIEVING"
PROJECT
DESCRIPTION
Zenni Optical will increase brand awareness
by implementing the following:
- Print advertisements with a mirror glasses
picture to allow customers to see themselves
in Zenni Eyewear
- Social media campaign starting the
#seeingisbelieving raising awareness to
affordability
KEY DEPARTMENTS
In order to achieve the
"Seeing is Believing" Campaign, the following
apart of Zenni's Team must enact this plan:
-Marketing Director
-Social Media Marketing Coordinator
-Director of Public Relations
-Graphic and Digital Design Team
Seeing is Believing with Zenni Optical
See and Believe in this Creative Brief
KEY INSIGHTS
Zenni Optical has lead the online eyewear
market, recently, due to the successful feature
it launched to allow customers to virtually try
on their styles and glasses.
Customers can customize the fit and features
to be whatever they need with a click of a
button. Zenni's virtual try on development has
lead to direct competition against in store
retailers.
COMPETITION
Stores like Eye Glass World and Lens Crafters
dominate the eyeglass market because they
offer in house eye exams, which are covered
by insurance.
Although Zenni Optical does not give eye
exams, finding a way to directly compete
against brick and mortar stores is key to
growing Zenni Optical's brand and continue to
lead to online eyewear market.
PROJECT
OBJECTIVES
The "Seeing is Believing" Campaign will
achieve the following:
-Expand Zenni's target market to individuals
outside of online advertising who need more
affordable eyewear
- Increase brand awareness compared to in
store retailers while boosting sales by a
minimum of 15% by the end of 2021
TARGET AUDIENCE
To expand Zenni's influence, the following
target audiences will either be expanded or
added to Zenni's marketing focus:
-50+ Market
-In Store Retail Customers
-Work From Home Employees
-Online Students and Families