Reinventing an established member benefit for UK optometrists

Overview

When subject matter and publishing experts collaborate, they can achieve great things. Working together with AOP, we have transformed its monthly technical print journal, Optometry Today, into a targeted multi-platform brand that reflects the organisation’s positioning and the needs of both members working in the optical sector and advertisers looking to reach that sector.

Results

The move to reduce the magazine’s frequency in print and extend the brand online has increased revenues and positioned Optometry Today as an industry thought leader. Named Best Professional Association/Royal College magazine at the Memcom Awards in 2016, its clever combination of specialist content and relevant advertising is seen as an example of best practice in the sector.

Credits: Will Amlot (homepage and header), Shutterstock (below)

Client

Association of Optometrists, AOP

Sector 

Professional

What we do

  • Content strategy
  • Journal
  • Advertising sales
  • Event, exhibition and sponsorship sales
  • Jobs board
  • Consultancy

The redesign of the journal has ensured it’s more closely aligned with the organisation, while still retaining its own identity. It has helped portray the AOP as a modern, forward-thinking organisation. Feedback from members and advertisers alike has been overwhelmingly positive.

Vicky Vine

Communications Director, AOP