The Transitions Innovation Awards program recognizes and celebrates loyal partners and individual optical industry professionals from Canada and the U.S. who have shown the highest level of commitment to growing its business with Transitions Optical’s family of products and programs over the past year. Award categories include innovation and creativity in executing marketing programs; training and dispensing; strong results and growth with Transitions® lenses; and overall passion for and devotion to the Transitions brand.
All Transitions Innovation Award finalists will receive a trip for two to the 2020 Transitions Academy, February 2-5 in Orlando, Fla., where the winner will be announced. Includes roundtrip airfare for two to Orlando from anywhere in Canada or the U.S.; three nights hotel accommodations at the JW Marriott Grande Lakes (one room for two guests); Transitions Academy registration fees. Please note, if selected as a finalist for more than one category, two total spots will be provided. If you and/or your team are already registered for Transitions Academy, two of those existing reservations will be covered.
This award goes to the individual who best showcases their dedication to being an influential advocate of the Transitions brand, whether amplifying peer-to-peer conversations, social media or having an unparalleled commitment to incorporating Transitions lens products into their business goals, patient interactions, training efforts or promotion of healthy vision in their community.
Presented to an individual, company or educator that has shown creativity in developing or offering training and education opportunities that include dispensing photochromics, the Transitions brand or family of products. This could include integrating Transitions Optical’s messaging or education resources into staff or industry training efforts, or helping to increase participation in training events that include Transitions Optical (such as CE training seminars, education and other training offered through lab and/or lens manufacturer partners).
Awarded to an individual or company for employing creative and strategic marketing tactics to effectively promote the Transitions brand or family of products among customers or within their communities. Marketing initiatives could include incorporating the Transitions brand within marketing and advertising campaigns, sales/staff promotions, point-of-sale, in-office materials, or digital communications (email, website, social media, etc). Nominees should also demonstrate how the execution of the marketing tactics helped to “break through the clutter” and add value to their business objectives.
Awarded to a retailer for actively supporting the Transitions brand and demonstrating a commitment to enhancing the vision of their customers and communities. The award will be presented to one Canadian retailer with 20 or more locations. Nominees are judged on several factors, including overall photochromic growth; efforts to support the Transitions brand through marketing programs and promotions; quality of education provided to optical employees; efforts to promote healthy sight in their local community and support and involvement with public service programs; and an overall commitment to educating customers about the importance of healthy sight and benefits of Transitions lenses.
Awarded to a retailer for actively supporting the Transitions brand and demonstrating a commitment to enhancing the vision of their customers and communities. The award will be presented to one U.S. retailer with 20 or more locations. Nominees are judged on several factors, including overall photochromic growth; efforts to support the Transitions brand through marketing programs and promotions; quality of education provided to optical employees; efforts to promote healthy sight in their local community and support and involvement with public service programs; and an overall commitment to educating customers about the importance of healthy sight and benefits of Transitions lenses.
The Eyecare Practice of the Year Award recognizes independent eyecare practices and retailers with less than 20 locations in the U.S. that are actively promoting healthy sight to their patients and within their local communities, and who have demonstrated excellence in supporting the Transitions brand. All nominees are evaluated on their performance in several factors, including commitment to photochromic growth; alignment to Transitions Optical and participation in programs and promotions; marketing initiatives; education and training efforts; and community involvement.
The Eyecare Practice of the Year Award recognizes independent eyecare practices and retailers with less than 20 locations in Canada that are actively promoting healthy sight to their patients and within their local communities, and who have demonstrated excellence in supporting the Transitions brand. All nominees are evaluated on their performance in several factors, including commitment to photochromic growth; alignment to Transitions Optical and participation in programs and promotions; marketing initiatives; education and training efforts; and community involvement.
Show us your Transitions achievements in 2019! Using the evaluation areas provided below, create your entry in a PowerPoint or Word document (feel free to use these suggested templates). Please note, entries should be a maximum of 10 slides/pages and include supporting materials such as images and links to help tell the story. Files must not exceed 10 MB.
Nominations for all Transitions Innovation Awards will be accepted online from October 1 - 31, 2019. Complete the online nomination form below to submit your entry. An unbiased judging committee will evaluate the program/work based on the four evaluation areas - commitment and inspiration, goals, plan and creativity, and impact and results. Nominees are welcome to enter more than one category and can self-enter, or can be nominated by a lab, lens manufacturer, industry colleague or other industry organization representative. Please submit a separate entry for each category that you are entering.
Award finalists will be notified in December to secure travel plans. For additional information and questions, please contact Transitions Customer Service at cservice@Transitions.com.
What prompted your dedication to the Transitions brand this year? What was the inspiration behind your work? Was it in response to an existing problem or was it a new objective?
What did you hope to achieve? Who were you trying to reach and how did their needs, preferences, opinions play a role?
How did you plan to achieve your goals? What innovative approaches did you use to help you succeed? Did you use a completely new approach, a tried-and-true tactic or a mix of both? How was the Transitions brand or products included in your plans? Be sure to take pictures along the way and include them in your entry!
How did things turn out? How did you evaluate your success? Did you meet - or exceed - your goals? How will you build on your success? How did you impact Transitions lens sales? If relevant, be sure to include your photochromic lens sales (including pair growth and share of overall mix).
Dr. Amanda Rights is a primary care optometrist, Transitions Change Agent and founder of OptomEyesLife, an ocular health and wellness website specializing in eye care, eyewear, and nutrition. Dr. Rights demonstrates a passion for Transitions lenses both inside and outside the practice. She drives conversations around the brand in industry publications and on her blog and social media pages. Dr. Rights also hosted a "takeover" of New Grad Optometry's Instagram, sharing the benefits of Transitions lenses. Additionally, she contributed to developing content for Transitions Academy 2017 & 2018.
Dr. Rights was key in helping to change perceptions around Transitions lenses among other eye care professionals at her practice by leading training sessions and fitting staff with a pair.
Professional Eye Care Associates of America (PECAA) is an alliance group of about 3,400 forward-thinking independent eye care professionals.
This year, (PECAA) focused on educating members on the benefits of Transitions® lenses and the style colors and style mirrors products through high-impact in-person events and ongoing virtual trainings. PECAA hosted peer-to-peer training events in eight cities that leveraged the Jason Dorsey generational research, introduced the brand rejuvenation and demoed the new products. To create further awareness and excitement, PECAA featured the style colors at their annual meeting happy hour with four unique cocktails in color changing cups.
PECAA’s increased focus on education helped them achieve over 8 percent growth in Transitions lenses sales in 2018, bringing their total share to 17.8 percent.
Sheena Taff is a licensed Optician at Roberts & Brown Opticians, an optical blogger and Transitions Change Agent.
To promote the launch of the Transitions® Signature® lenses style colors in 2018, Sheena created an embodiment of the style colors with bold imagery and product descriptions. Her unique approach to promoting the style colors was shared on social media as well as displayed in her storefront, resulting in an increase of customers starting the conversation about Transitions lenses.
Sheena also educated her staff on the portfolio of products by creating a "Transitions Bingo" game. This helped keep Transitions lenses top of mind and challenged her staff to recommend to all patients.
Costco Optical is an eyecare center with locations inside its warehouse-club locations across Canada.
To start off 2018, Costco set a new Transitions® lens benchmark in their stores that exceeded the Canadian national average. To achieve their benchmark, Costco developed a new training program to educate stores and added new Transitions point of sale and style posters in 100 optical stores across Canada.
Costco Optical associates also focused on the Transitions benefits of UV protection and blue light filtering by sharing personal stories about how Transitions lenses keep Canadian members safe.
These efforts helped Costco Optical achieve an overall share of 20 percent for Transitions lenses.
National Vision, Inc. (NVI) is a national retailer and a leader in the attractive value segment of the U.S. optical retail industry. To drive growth in 2018, NVI incentivized their team with three summer sales contests and recognized the top performing store in each region.
NVI is dedicated to education, and ensures their stores and brands are equipped with the latest tools and training materials. To encourage patients to try Transitions® lenses, NVI ran promotions across its stores and brands and featured brand messaging on the sales floor and in the OD waiting areas, including a TV informational loop and wall signage. NVI helped patients understand the differences between the Transitions portfolio of products by creating new lens mats.
These efforts helped NVI to increase their Transitions lens sales by 15.1 percent.
Weaver Eye Associates is an independent practice with four locations in Pennsylvania.
To start off 2018, Weaver Eye Associates closed all four of their offices and brought all 100+ staff together for a training on the importance of eye health with Transitions. The staff training helped "knock down the walls" for their staff members on their misconceptions about Transitions® lenses and focused on providing more patient education as well.
They created a “Transition Tuesday” on Facebook, which is a Q&A post sent out every week educating patients on the importance of Transitions for everyone. They also played a video on the importance of harmful blue light protection while patients waited for the doctor.
Through these efforts, Weaver Eye was able to increase their Transitions lens sales by 22 percent.