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Vision Direct & Alumni Association Outreach Summer Project Alex Wells
Vision Direct & Alumni Association Outreach Summer Project
Alex Wells
AgendaAbout MePlanResearchProposalResponseExecutionConclusion
About Me – Alex Wells
• 24 Years Old• Have been working with drugstore.com since November 2008• Work has included
• Daily reporting of key statistics• Fulfilling Orders• Social Networking research• Affiliate Management• Business Development• Alumni Association Research/Outreach• Merchandising (Monking)• Website Content Adjustments
Reach out to University Alumni Associations across the United States.
Offer Alumni an exclusive discount on all contact lenses, products and services through VisionDirect.com
Offer our Eye Exam Discount as an alternative to vision insurance (for those who are not covered).
Promote the idea first and foremost as a benefit to the alumni. Second, propose affiliate program as a way to generate passive revenue for the association.
The Plan
A Sample of the Schools Researched
University of Washington• 55,000+ Members (400,000+ Alumni)• Website format
Central Washington University• 77,000+ Alumni• Offer Discounts to Alumni
• B of A, T-mobile and Liberty
Michigan State University• 450,000+ Alumni• Offered proposal Q&A formatted sheet that will be used
for all schools once finalized.
An email to each representative of the alumni associations
Attached to the email is a 7 page PowerPoint presentation with personalized logos
Present as much information as possible but leaving more specific details to a phone call.
The Proposal
The PowerPoint Presentation
UNIVERSITY OF WASHINGTON
&VISIONDIRECT.CO
MDiscount Contact Lenses and Eye
Exams to Washington Alumni
Contents
About Vision Direct Benefits to Washington Alumni
Proposal
About VisionDirect.Com VisionDirect.com is a leading online retailer of
contact lenses In 2009 we sold $69 million dollars worth of contact
lenses and other eye care accessories. Offer a wide selection of contact lenses and eye
care accessories Solutions, Eye Drops, Reading Glasses, Lens Cases,
Sun Glasses, Sun Readers, Prescription Goggles, etc.) Carry all of the top brands and more:
You name it, we have it!
More About VisionDirect.Com Based in Seattle, WA. Wholly owned subsidiary of
Drugstore.com (NASDAQ: DSCM), a leading online retailer of health, beauty, clinical skincare, vision, and pharmacy products. Our portfolio of brands includes:
drugstore.com™, Beauty.com™, SkinStore.com™, and VisionDirect.com™. All provide a convenient, private, and informative shopping experience while offering a wide assortment of more than 50,000 non-prescription products at competitive prices.
Benefits to Huskies Saving Money on contacts and eye care accessories
Vision Direct offers competitive pricing: up to 70% below those of offline retailers and optometrist offices. If another site has a lower price we have a 105% price guarantee, Vision Direct will beat any price.
Access to affordable eye exams via discount offer This will be very beneficial to Alumni who might not have
vision insurance. $50 off eye exam $10 off contact lens fitting fee 30% off a complete pair of eyeglasses & Rx Sunglasses Plus, save an additional $20 on contact lenses at Vision Direct
after receiving an eye exam at one of our recommended providers
Convenience and time saving A simple 3-step process to order online. Deliver right to your doorstep in all 50 States, Canada and
Internationally. Offer auto-reorders so that customers will never run out of
contact lens supplies.
Vision Direct & UW Proposal Each Alumni member will receive a
10% discount on VisionDirect.com Eye exam discount Co-branded landing page on the
Vision Direct website Through Linkshare we have the
ability to implement a structured commission system so a portion of each sale can go back to the Washington Alumni Association.
THANK YOU!Contact Alex Wells via:
Office Phone(425) 372.3518
The Response
63 Proposals sent 41 Responses
› 25 Positive (working out details)› 16 didn’t fit their profile, too expensive or
are not adding partners at this time 3 Schools On Board pending some work
on our side› Michigan State› Central Washington University› Western Washington University
Alumni Associa-
tions
0
20
40
60No Re-sponse
Neg. Re-sponsePositive Response
"On Board"
Execution
Once the association verbally accepts, we send a mutual Non-Disclosure Agreement to be agreed upon and signed.
Send Proposal/Contract Once complete, begin production of
› Vanity Code› Co-Branded page
Keep in consistent contact with each school and maintain relationships to promote future expansion of program, such as› Alumni mailings› Alumni magazine placement,› Cross over to beauty.com, drugstore.com, etc.
Conclusion
We have garnered quite a bit of interest from about 60% of schools who responded.
Most common questions asked by Alumni Associations:› What’s the cost?› How much money can we expect?› What other associations are currently enrolled?
It is my belief that with a couple examples of schools enrolled, others will follow without hesitation.
The beginning of this process is about building relationships with new customers, which eventually should lead to a boost in sales once more schools sign up.
Other schools are re-evaluating their affinity program but are interested once things settle down. Many schools start these talks in September/October to start programs for 2011. Follow ups are a necessity.
Alumni Association Conferences
Face to Face contact with multiple alumni associations in one location
West Coast Membership and Marketing Group› A West Coast conference for alumni
associations that is being held in Park City, Utah and/or at San Jose State Potential to meet the leaders of the Alumni
Associations Option to sponsor or have an exhibit at
conference
Other Ideas for Vision Direct
A strong social networking focus› Large amount of potential
Facebook is the #2 most visited site in the US Google is #1
› Giveaways are a necessity to build fanbase Focus posts to trendy products and discounts not
generic messages or “spam”› Captive audience for future deals and promotions› Fans rarely “unlike” something they “like” once› Form strategy that involves planning out posts,
messages, voice, etc.› Consider creating a Facebook ad (CPC & CPM)
• Alumni Associations• Process• Results• Social NetworkingQuestions?
• Future plans• Pursuit• Strategy
Ideas?
