The Vision Council shared details on its five-year plan and a new consumer marketing strategy launching in 2020. The announcement follows The Vision Council’s annual Executive Summit, held last week, Jan. 29–31, in Manalapan, Florida, during which The Vision Council introduced its five-year plan, inducted its 2020 Board of Directors, and shared exclusive insight on the dynamic changes ahead for the industry.

“2020 has the potential to be an incredibly exciting year for the vision community,” said Ashley Mills, CEO of The Vision Council. “We are seizing this moment to reexamine our goals and set a new direction for The Vision Council that will amplify growth opportunities for our industry and bolster the community through new and existing events.”

A key tenet of The Vision Council’s direction for 2020 and beyond is a new consumer marketing strategy. The Vision Council will shift from its current approach of three social media and public relations campaigns to a more streamlined digital media campaign strategy in partnership with Think About Your Eyes, the national public awareness campaign presented by The Vision Council and the American Optometric Association that aims to promote the importance of getting an annual comprehensive eye exam with an optometrist.

As part of the new strategy, the content from The Vision Council’s consumer campaigns—including Eyecessorize, National Sunglasses Day, and Digital Eye Strain—will populate Think About Your Eyes’ new website. The Vision Council will also launch a new website later this year, with all content curated specifically for The Vision Council members and industry experts. Similarly, The Vision Council’s social media channels will feature content curated for members and industry experts.

Another key element of The Vision Council’s plans for 2020 is the reimagination of Vision Expo, with phase one of a two-phase concept launching at Vision Expo East 2020. Together with co-owner of the Show Reed Exhibitions, The Vision Council has introduced a bold new vision for the signature event.