ABB Optical Group New Marketing & Brand Strategies - ABB Optical Group

ABB New Brand, Marketing, & Website

To help ABB Optical Group enter the next chapter of growth, Origo created a new brand strategy to help further its position as a leading partner to eye care professionals. Origo created a new tagline, Put Your Future in Focus, which helped generate awareness around the business solutions and support services of ABB’s new organizational structure of three pillars of business segments. To help guide the development of future materials, Origo developed a brand map and positioning statements to define the guiding principles and messaging strategies that determine how the eye care community will perceive the brand. Upon finalizing the new brand strategy, Origo conducted video shoots around the country to create a mission video to tell the new story, as well as a video for each business segment to further outline the company’s value, giving a more human approach to the brand. We also created a new website, helping the sales force create a major launch at the Vision Expo West Conference in Las Vegas, where ABB’s new chapter of growth was showcased through a 20′ x 60′ booth with different graphics, messaging, and strategies created by Origo.

ABB Business Solutions Explainer Videos

To grow awareness of the different offerings from ABB Business Solutions, a division of ABB, Origo helped create a series of animated explainer videos for each of its products and platforms, including ABB Analyze, ABB Verify, and EyecareLive. The videos demonstrated the challenges it addresses for eye care practitioners (ECPs), as well as the benefits, features, and value propositions. The videos outlined how the featured business solution can help advance operations, improve customer experience, elevate productivity, reduce costs, increase revenue, and enhance patient satisfaction.

ABB Canada Brand Launch Strategy

As part of ABB’s expansion into the Canadian market, the leadership team of ABB Canada partnered with Origo to expand its efforts. The project included evolved brand tactics, sales materials, and educational assets to grow marketing efforts to ECPs and manufacturers. From research exercises, Origo developed the campaign strategy, A Fresh Perspective. This new campaign approach was applied to sales materials to help further promote the brand’s benefits and solutions to Contact Lens Manufacturers and ECPs in the Canadian market, including a Value of Distribution (VOD) Visual Aid for ECPs, marketing collateral for manufacturers, and an ABB Analyze Canada Visual Aid. Through these efforts, we helped create greater awareness of the single-source distribution services and the collective buying network available to ECPs in Canada.

ABB Dry Eye Expertise Campaign

To help launch ABB’s new category of Dry Eye solutions, ABB worked with Origo to create a Dry Eye Portfolio awareness campaign and marketing strategy, helping promote the solutions, services, and products of this segment. We conducted research and analysis of the market and the new Dry Eye Portfolio of products, creating messaging guidelines and a master campaign. We also developed new marketing and communication tactics that supported the outreach efforts of ABB, which included updates to ABB’s website, Ceros platform, visual aids, print brochures, fliers, email templates, print ads, digital ads, and a social media strategy.

ABB Labs New Marketing Strategy

As one of the main divisions of ABB Optical Group, ABB Labs wanted to deploy new tactics and strategies to help generate greater awareness, revenue, and engagement with current and potential Labs customers, promoting its unique offerings and value propositions to the eye care market. Origo focused the initiative on the key attributes and selling points of ABB Labs, highlighting why a current or potential ECP should engage in its products and services. We developed new marketing and sales tactics to support ABB’s communication efforts, including updates to ABB’s website, Ceros platform, email templates, print ads, digital ads, a social media strategy, branded templates, an interactive digital catalog, and mission video.

ABB Stock Lens Marketing Strategy

ABB wanted to create a new awareness campaign highlighting the specific value propositions of ABB Labs to connect with the 90% of ABB customers who were not currently engaging with the labs division. Along with this initiative, Origo was asked to update the design and messaging of the previously created assets for ABB Stock Lens, an offering of ABB Labs that provided quality manufactured lenses at an affordable rate for patients. Origo conducted research exercises with ABB Labs and Stock Lenses team members, the leadership team, and key stakeholders to help identify insights and competitive advantages. Using that research, we created a master conceptual direction for the new ABB Labs story and campaign, which included a new design style messaging strategy, promoting this competitive offering to ABB Labs customers.

ABB Recent Revamp to Brand Story & Campaign

As ABB Optical Group evolved during the pandemic to address the changing needs of the eye care industry, it needed to develop a strategy to generate awareness around how its business solutions and support services can help practices succeed and grow, even during challenging times. To do so, Origo was engaged in crafting a new brand story and campaign strategy that would re-introduce ABB to eye care professionals as an optimal partner to help their business prosper.

From research exercises with the different levels of the ABB team and external partners, Origo created a new campaign strategy to reflect ABB’s evolved story, further its messaging and communication strategy, and advance the way it connects with partners when coming out of the pandemic and beyond. After conducting concept development and testing exercises, Origo created the main brand story of Your Vision, Our Purpose. Origo then continued to develop the main positioning strategy and messaging guidelines to express the evolution of ABB. The new campaign was applied to ABB’s website, Ceros platform, email campaign and templates, print and digital ads, and a social media strategy.

ABB VisibleBliss Phoropter Mask Campaign & Marketing Strategy

To help launch ABB’s new solution, the VisibleBliss™ Phoropter Mask, Origo helped develop the campaign and sales strategy to introduce this product to the market and generate awareness around this unique, optometry-only PPE solution. The campaign included the creation of the overall creative strategy, which was applied to the ABB website, a Ceros interactive marketing experience, print ads, e-blasts, social media strategy, digitally focused media strategy, and promotional videos.

Origo conducted research exercises with the leadership team of ABB and VisibleBliss to help create the new campaign strategy, Revolutionizing PPE. This strategy was applied to new tactics to promote new messaging through short-form video ads, digital display ads, and social media strategies, delivering new points of information to the target audiences.

Collaborating for Greater Eye Care

Over the years, the collaboration and creativity on these major projects have helped the ABB team and educated its internal sales teams, current customers, and potential customers in new ways, increasing the way ABB is able to position itself as a comprehensive partner to the eye care professionals, ultimately working towards the same goal, ensuring patients are getting the best care possible.