American Optometric Association

An esteemed association, this organization was looking for ways to grow their membership…

The American Optometric Association represents approximately 39,000 doctors of optometry, optometry students and paraoptometric assistants and technicians. Contained within the association are a number of groups, departments, and subsidiaries that all seek to offer a variety of benefits to AOA members.
American Optometric Association member guide and AOAExcel t-shirt design

Dovetail conducted extensive quantitative research in order to grow membership.

The AOA already had a high penetration of optometrists versus other associations, so our strategy has to be laser-focused in order to attract non-members. Research told us that Millennial optometrists were a primary opportunity.

Dovetail developed a platform, “United in Possibilities,” that has been used across a variety of tactics including digital display, online video, direct mail, web design, email marketing, and more.

There is a difference between an agency and a partner — since 2013, Dovetail has definitely been a partner with AOA. From the outset of their work with AOAExcel, and through our membership initiatives, they demonstrated an enthusiasm in digging into who our doctors are, our objectives, and delivering strategies and activations that have impact.
American Optometric Association
three AOAExcel print ad designs

Dovetail serves as the agency-of-record for AOAExcel, which offers endorsed business products and services to AOA members to help them more effectively run their practices.

Dovetail conducted qualitative research and launched the AOAExcel brand, which has seen growth year over year for all products that AOAExcel promotes and markets. Dovetail has also been contracted to promote the AOA’s annual tradeshow, Optometry’s Meeting, and works with the Industry Relations department to increase non-dues revenue among sponsors.

AOAExcel one-sheeter designs
AOAExcel trade show graphic designs

Additional Brand Studies

We believe every brand has ownable positioning, even if it doesn’t seem obvious.
Below are more of our selected brands reimagined for future success.