Sterling Optical – The Seymour Family

EGC was hired in 2004 to turnaround a downward trend in sales for Sterling’s nationwide system of franchisees. Through research and fact-based marketing planning, EGC was able to connect Sterling with a brand positioning that resonates with key prospects. The agency targeted the all-important family, and introduced the “Seymour Family” who appear in national TV, radio and print advertising. EGC also developed a new family-friendly product, the no-fault warranty, which covers loss or breakage of frames and lenses, and it turned out that 70% of those polled would switch retailers because of it. In addition, EGC has worked with each franchisee to connect with customers via a proprietary CRM program. Sterling is of course now “seeing” greater sales.