2004 Annual Report - The Vision Council
Transcription
2004 Annual Report - The Vision Council
V I S I O N C O U N C I L O F A M E R I C A 2 0 0 4 A N N U A L R E P O R T January 2005 Dear Friends, Richard C. Elias Chairman Vision Council of America President Transitions Optical Vice President, Optical Products PPG Industries, Inc. I am pleased to present you with the 2004 Annual Report of the Vision Council of America (VCA). In the short period of time since the organization was formed in 2000, VCA has worked on behalf of the ophthalmic community to increase the value of vision care and to grow the eyewear market. Through our world-class trade shows, value-added member services, public education campaigns and legislative outreach, we have been able to effect a very positive change in the vision industry. In 2004, VCA added 59 new members, its largest annual increase in membership. These members took advantage of a variety of valuable benefits, such as networking and industry meetings, Business Information Services, Vision Expo show discounts, and educational and training programs, among others. We enhanced our Vision Expo trade shows with new programs and exhibits, including Business Edge, the Underground at the Javits, the Suites at the Venetian and the Sales Professional Incentive Program. We also improved our continuing education through the work of VCA’s Education Task Force, which culminated in a million-dollar conference at Vision Expo West. In addition, VCA broke records in its vision health outreach. Representatives of the Check Yearly. See Clearly. campaign worked with over 10,000 eyecare professionals to educate patients about vision health and the campaign garnered media placements in top publications such as Parents, Better Homes & Gardens and the New York Daily News. VCA has not only reached out to consumers, but also to policymakers. On the federal and state levels we have supported legislation to increase the number of children who receive vision care. From these efforts, 100 legislators have cosponsored VCA-backed legislation, HR 2173, which advocates increased eye exams for children; and over 300 Congressional candidates have expressed their willingness to address children’s vision issues. Our 2004 Annual Report, Clear View. Clear Voice. reflects real accomplishments that translate to each of our members’ bottom line. Together with our forward-looking industry leaders and dedicated staff, we will build on our success in 2005 and, in the coming year, make the Vision Council of America voice in the optical community even stronger. Sincerely, Richard C. Elias Chairman VCA ANNUAL REPORT 20 04 | 1 C heck Yearly. See Clearly. reached new heights in 2004, its third full year. While thousands of eyecare professionals (ECPs) continued to use Check Yearly materials to promote regular eye exams for every member of the family, chain retailers, optical laboratories and managed care providers became active participants in the campaign. Coupled with record-breaking media coverage and direct-to-consumer outreach, the campaign succeeded in delivering our important messages to tens of millions of Americans. Has all this worked? Consider, since Check Yearly’s launch, the average time interval between exams has decreased, according to the 2004 Caring for the Eyes of America report published by the American Optometric Association. Professionals Lead the Charge Before Check Yearly, there were no widely-available marketing or educational materials promoting regular eye exams for every member of the family. By arming ECPs with items that deliver this 2 | C H E C K Y E A R LY. S E E C L E A R LY. that’s exactly what’s happened in 2004 as optical laboratories, managed vision care providers, retailers and VCA members seized a growing role in the success and implementation of the campaign. message, the Check Yearly campaign can help practitioners pull more patients into the exam lane. The large number of orders for Check Yearly materials reveals that ECPs realize that by participating in the campaign, they can significantly increase the number of eye exams they perform. In 2004, more than 10 million educational materials were distributed by ECPs to their patients, a 250 percent increase over the previous year and a two-year increase of 500 percent. Partners: The Key to Success Check Yearly was designed as a campaign in which the entire vision community could participate. And Optical laboratories played an important role in the Check Yearly campaign in 2004 by distributing close to one million Check Yearly Insert Cards with outgoing eyewear. Art Waite, Sales Manager of Winchester Optical and Past-President of OLA, noted, “Check Yearly has become the leader in consumer education.” He added, “This is a great opportunity for optical labs to proactively promote regular vision care through a nationallyrecognized campaign.” One of Check Yearly’s most prominent supporters has been managed vision care. Cole Managed Vision Care, EyeMed and Spectera distributed hundreds of thousands of Check Yearly materials at open-enrollment 10,000,000 Number of Check Yearly materials distributed in 2004. 250,000 Number of Check Yearly materials ordered by school nurses. 766 Number of Healthy Vision Kits distributed to New York City Schools. 757 Number of print articles generated on vision health. VCA ANNUAL REPORT 20 04 | 3 meetings to educate employees on the importance of eye exams so they would be more inclined to enroll in vision coverage. In addition, to encourage their members to utilize their vision coverage, the managed care providers distributed a quarterly Check Yearly newsletter, called The I Care Newsletter, to their members. Part of the boom in Check Yearly materials can also be attributed to the support of chain retailers, such as LensCrafters and Wal-Mart. For example, to encourage parents to schedule an eye exam for their children, Wal-Mart distributed more than two million Check Yearly children’s vision brochures during the back to school season. In addition, their stores ran a 30-second Check Yearly in-store radio spot. Thousands of ECPs were recruited to participate in Check Yearly thanks to VCA members. Through a Check Yearly “Special Gifts” brochure, which VCA members can brand with their name, members were able to recruit thousands of ECPs. The goal of the “Special Gifts” brochure was to entice ECPs to participate by offering Check Yearly staple items, such as the insert cards and brochures, at no charge. 4 | C H E C K Y E A R LY. S E E C L E A R LY. ECPs will then receive follow-up materials to increase their participation in the campaign. Driving Consumers to the Doctor While ECPs and our partners distributed the majority of educational materials to consumers, Check Yearly was able to reach millions more by communicating directly with educators and others. “Thank you for the great literature. It’s often hard to convince parents that vision has a very distinct impact on learning!” – Brenda Thielsen, R.N. Millions of children have a vision problem that affects their ability to learn, so schools represent an excellent avenue to reach parents and educators with Check Yearly’s healthy vision messages. A school mailer that included a Check Yearly poster, educational information and an order form for free materials was sent to 40,000 elementary contributed largely to our success in influencing Americans. schools. The order form generated requests for an additional 250,000 Check Yearly materials. The success of the elementary school outreach led to an expansion of the campaign’s partnership with Unite for Sight, a nonprofit organization that empowers communities worldwide to improve eye health and eliminate preventable blindness. Unite for Sight distributed Check Yearly materials in the past, but in 2004, it reached every elementary school in New York City. According to Jennifer Staple, Founder, President and CEO of Unite for Sight, “There is a large percentage of children who start school every year without receiving any vision care. By partnering with the Check Yearly campaign, we can educate parents, educators and school nurses on the value of regular vision care for children.” Media Coverage Reaches Millions In 2004, the Check Yearly campaign generated hundreds of articles in print publications and broadcast segments on radio and television stressing the importance of regular eye exams for every member of the family. Seen by more than 25 million people, these results In January, Check Yearly launched the Aging Eye media campaign in partnership with the Alliance for Aging Research to increase Americans’ 3,792,981 hensive eye exams for those over the age of forty. The Aging Eye media campaign garnered coverage in 120 papers nationwide and was broadcast on 40 television news programs. The annual Back to School media effort also yielded significant coverage. Working in partnership with the American Optometric Association, the effort focused on the link between healthy vision and learning and featured New York City school principal Peter McFarlane and United States Senator Arlen Specter. The effort succeeded in generating more than 400 television placements and nearly 50 articles in “top-tier” print publications. awareness about age-related eye disease. Based on data from the National Eye Institute of the National Institutes of Health, the campaign dispelled common myths about glaucoma and age-related macular degeneration. By breaking down the data demographically, the campaign showed the prevalence of such diseases and illustrated need for regular compre- Viewers of Back to School video news release. 363 Number of placements of Computer Eye Strain PSA. 70 Optical labs distributing Check Yearly Insert Cards. Computer eye strain was another issue tackled by the campaign in 2004 with the development and distribution of a print public service announcement (PSA) stressing eye exams and the availability of computer eyewear. By year-end, the PSA had already been published in more than 300 print publications, including InStyle, and had yielded a five-to-one return on investment (based on advertising value of placements generated). Check Yearly has established a solid reputation throughout the vision professions, education community and media and will look to build upon this success in 2005 and beyond. VCA ANNUAL REPORT 20 04 | 5 TRADE SHOWS | 7 6 | VCA ANNUAL REPORT 20 04 G 1,000,000 Dollars of new business at the shows via MVP Program. 4,000 Number of conferees at recordbreaking Vision Expo West. 3,600 Number of unique visitors to the appointment-only Underground. 897 Conferees delivered to show floor through daily promotions at Midwest Vision Congress and Expo. 814 New attendees to Vision Expo East and West shows via Sales Professional Incentive Program. rowth, performance and initiative distinguished International Vision Expo and the Midwest Vision Congress and Expo trade shows in 2004. By enhancing continuing education programs, implementing attendance-building strategies and constantly looking for new ways to improve the exhibitor experience, our shows cemented their position as the vision community’s top meeting place and education forum. As a result, our three trade shows drew an audience of more than 30,000 people and received high praise from both eyecare professionals and exhibiting members. “I’ve been so delighted with Expo,” said retailer and designer Jason Kirk of Kirk Originals, a Galleria exhibitor, while attendee Tom Hicks of Oxford, Ohio simply stated, “Expo East is great!” partnerships with vision care organizations, publications and professional groups, nearly $50,000 was made available and resulted in 286 new conference participants. Extra revenue was also raised as many recipients purchased additional continuing education courses to augment their scholarship. Learning from the Best International Vision Expo East and West educate more eyecare professionals each year than any other vision care event - more than 5,000 in 2004 alone. And thanks to new and exciting courses and incentives for eyecare professionals to participate, our shows experienced record-breaking attendance and revenue growth in 2004. Continuing education scholarships were offered to eyecare professionals in 2004 in an effort to boost attendance. Through Educational content was also improved through the leadership of a newlycreated Conference Advisory Board. Comprised of optometrists, ophthalmologists and opticians, the Board actively participated in the development of the curriculum which resulted in greater interactivity, innovative speakers and cutting-edge topics. “Outstanding, superb and amazing!” were the three words Stephen Belanger, an optometrist with Belanger and Marra Doctors of Optometry in Toledo, Ohio used to describe the conference. TRADE SHOWS | 9 8 | VCA ANNUAL REPORT 20 04 286 Number of CE scholarships given to new conference attendees at Vision Expo West. 100 Percent increase in Exhibitor VIP Tickets for Vision Expo East. 28 Percent increase in attendance at Vision Expo East. 5 New companies exhibiting at Vision Expo East with introduction of the Underground. 1 New Conference Advisory Board to develop CE program for Vision Expo. “I have been attending seminars for 22 years,” he stated, “and this educational experience ranks among the best.” Building a Better Audience By partnering with member companies, VCA achieved two of its top long-term goals: increasing show attendance and bringing more qualified buyers to the show floor. More than 20 VCA member companies participated in the Sales Professional Incentive Program, which rewards sales professionals for registering new show attendees. More than 110 sales representatives actively participated and resulted in nearly 1,000 new buyers coming to the show. Linda Pack of Modern Optical was the top producer, recruiting 87 of her customers to attend. In addition to increasing attendance, VCA Full Member companies brought more qualified buyers to the show floor this year through the Most Valuable Professional (MVP) program. This initiative, which provides $500 scholarships to highly qualified attendees who have not attended a show in recent years, resulted in $1 million in new sales according to post-show surveys. VCA also worked to boost attendee buying power in 2004. A new Buying and Merchandising Track taught participants how to build a buying plan, partner with new vendors, manage inventory and “We were 25 percent ahead in terms of both dollars and orders at the end of day one and by 2 p.m. Saturday, we had already equaled last year’s second day. Things are looking great!” – Don Howard, Kenmark Group improve product sell-through. A detailed Buyer’s Guide distributed to all attendees provided guidance on effective use of time at the shows. The result? According to Optical Dynamics’ Paul Michaelson, “the people who have come to our booth are high-quality… we’ve had some great meetings.” Larry Clarke of Satis Vacuum of America described the quality of International Vision Expo West attendees as “outstanding,” further stating that “[they] are here to buy.” Showing Off the Show Floor Improving the show floor and enticing attendees to spend more time with exhibitors continued to be top goals in 2004. Sixteen companies came together and participated in The Underground, the swanky East Coast sister of International Vision Expo West’s Suites program. The appointment-only, high-end salon saw more than 3,600 unique visitors and eliminated the need for attendees to visit off-site suites and showrooms not affiliated with the show. Exhibitors gushed at the results. “I’m so happy to be part of The Underground,” said eyewear retailer and designer Robert Marc. “Show management did an incredible job of giving us a venue and finding a way to give us a voice - it feels more like an event down here than a show.” “We got more done on the first day,” said Underground exhibitor Nancy DiCosmo of Au Courant Opticians, “than in all three days last year.” Exhibitor education sessions also helped exhibitors make the most out of their time on the show floor. New York’s “Inside the Mind of the Buyer” and Las Vegas’ “Secrets of the Aisles” offered the chance to hear directly from buyers about purchasing behaviors and provided tips for maximizing time spent on the show floor. Midwest Vision Congress & Expo attendees also spent more time on the show floor as a result of VCA efforts. An extended conference break coupled with a variety of show floor promotions, like free lunches, drove nearly 900 continuing education conferees into the exhibit hall. Pittsburgh-area retailer Norman Childs summed it up best. “There’s a new energy here, and anyone who can’t feel it isn’t really looking.” P roviding the tools and resources that members need to improve their bottom line remained a top goal for VCA in 2004. Through a combination of programs aimed at improving communications and networking opportunities, innovative division initiatives to grow the eyecare marketplace, and setting the standards by which eyewear is manufactured, VCA benefits each and every one of its members. As a result of its continued focus on providing value-added member services, VCA membership continued to grow. Nearly 60 new members were added to the rolls this year, an increase of 48 percent, bringing the total to 166. This represents a 113 percent increase in membership since 2002, when only 84 companies were members of the organization. 113% Growth in membership since 2002 166 114 78 2001 84 2002 2003 2004 Getting to Know You Two VIP lounges debuted at International Vision Expo East and West in 2004. In addition to providing a refuge from the often hectic show floor, the lounges provided an excellent opportunity for members to meet, share experiences and conduct business. More than 5,500 lounge visits were tallied during the course of the two shows. The 2004 VCA Winter Meeting, held in Park City, Utah also gave members an excellent venue to network, relax and sharpen their business skills. Nearly 150 representatives from VCA member companies attended the meeting and participated in the numerous business sessions, division meetings and ample social opportunities. Improving the dialogue between VCA and its members was also a high priority in 2004. More than 40 personal visits between VCA staff and members were 166 Current number of VCA members. 59 Number of new members in 2004. 48 Percent growth in VCA membership. 225,000 Dollars saved by members through exhibiting discounts at Vision Expo. Good communication is key to any successful relationship, so in 2004 VCA sponsored a variety of initiatives aimed at increasing member-to-member and VCAto-member networking opportunities. 10 | MEMBERSHIP V C A A N N U A L R E P O R T 2 0 0 4 | 11 and retailers. As a result, eyewear purchasers were educated about a wide array of available lens options. Titanium topped the Frame Division’s list of concerns in 2004 and resulted in the creation of the Titanium Frame Certification Program. By developing lens logos and counter cards, the division educated thousands of consumers and eyecare professionals about the benefits of titanium frames. conducted in order to discuss available programs and services. These meetings also provided an excellent opportunity for VCA staff to learn from members how to improve our services. Lastly, electronic communication with members was enhanced through the creation of a “Members Only” section of the VCA website, enabling online updates of contact information. The VCA Membership Directory was also placed online in an effort to increase utilization and the weekly FYEO newsletter streamlined to improve readability. 12 | M EM B ER S H I P Improving the Industry Communication is key, but improving the vision care marketplace is a primary reason why so many companies have joined VCA in the last two years. By working together through VCA’s business-specific divisions, members can develop solutions and strategies that work. The Lens Division saw tremendous success with Lenses and Lifestyles, its patient education magazine, in 2004. More than 125,000 copies of the product-neutral publication were distributed to eyecare professionals The Lens Processing Technology Division addressed the challenges associated with rimless eyewear through the creation of a new communication standard. The new standard will help reduce spoilage through enhanced automation as well as deliver more quickly new products to the marketplace. The Low Vision Division and its 26 members wasted no time in coming together to develop a campaign to increase the usage of low vision products and services. By the end of 2004 they had created an education program, public service announcement campaign and educational supplement to be launched in 2005. Setting the Standards Through VCA’s participation in the development of American and international standards, and with the technical expertise of our members, VCA remained the industry leader in eyewear technical matters in 2004. Two international frames issues were the focus of VCA efforts in 2004. First, we continue to urge European nations to develop satisfactory methods for testing nickel release from frames. Second, VCA initiated work on an electronic communication standard to be used by frame manufacturers when providing data such as lens shape and drilling locations. Additional data needed for preparing lenses and mounting them in the frame may also be included. VCA’s new Low Vision Division quickly became involved in standards work. With input from division members, VCA improved a pending ANSI standard for electro-optical aids to better meet the needs of the U.S. marketplace, which gained the acceptance of the ANSI committee. “The VCA member benefits such as discounts on exhibiting costs, market research and educational tools have been able to keep us competitive in the ever-changing market place.” To educate optical laboratories on the – Robert Liener, President, A&A Optical The American National Standards Institute began its revision of the U.S. standard for complete spectacles, ANSI Z80.1, in 2004 with major input from VCA. In addition, VCA continued to participate in development of a global sunglass standard at the International Standards Organization (ISO). This will simplify the task of meeting the different sunglass standards of several nations. importance of lens impact testing, VCA joined forces with the Optical Laboratories Association and sponsored the Lens Impact Resistance Summit and Reception. This special event took place at International Vision Expo West and was attended by representatives from more than 60 laboratories. 2,165 Total number of visits to the VIP Lounge at Vision Expo. 20+ Percent of combined exhibit savings for members at Vision Expo Shows. 3,551 Total number of visits to the Sales Professional Lounge at Vision Expo. 125,000 Number of Lenses and Lifestyles magazines distributed. VC A A N N UA L R EP O R T 2 0 0 4 | 13 B U S I N E S S I N F O R M A T I O N S E R V I C E S | 15 14 | VC A A N N UA L R EP O R T 2 0 0 4 I ndustry information and trend data are crucial components to a winning business strategy. In an effort to provide the information members need on a regular and recurring basis, VCA launched its Business Information Services (BIS) initiative and in 2004, it maintained its place as the most important source for industry-specific data. 18 Number of internet surveys conducted. 25 Percent increase of participants in the Frame Benchmarking Study. 12,125 Total number of consumer interviews conducted. 201 Independent stores participating as members of Ophthalmic Retail Study. 99 Chain stores participating as members of Ophthalmic Retail Study. 12 Programs and services available through BIS. A National Snapshot The VCA Shipments Report is the only source for important trend information on national buying and selling decisions of frame, lens and equipment manufacturers. The data covered in the report includes materials, distribution channels and price information for retail and wholesale customers. Not only is this data critical for the vision care industry, but the media has begun to use it. A July Wall Street Journal article on the growth of photochromic lenses, for example, relied heavily on information provided through the Shipments Report. Edging the Competition How frequently do you use edging equipment? When do you plan to make your next purchase of edging equipment? Those and other questions were sent to more than 7,000 eyecare professionals in 2004 in an effort to determine current use and forecast future growth of this segment of the eyewear marketplace. The final report includes an executive summary, a master questionnaire and a full set of tables with cross-tabs of the questions. Reporting on Retailers The Ophthalmic Retail Study (ORS) is the only nationally-representative survey of optical retail establishments that tracks the sale of ophthalmic products. In an effort to provide even more value to subscribers and the entire VCA membership, significant enhancements were made to the ORS in 2004. For example, data collection was reconfigured to provide greater emphasis on some of the most critical segments of the ophthalmic market: progressive lenses, photochromic lenses and the costs of add-on lens features like polarization and AR coatings. Members were also asked to help update the ORS product list to ensure greater accuracy; additional updates will be performed twice annually in the future. In an effort to ensure greater use of the report, and greater familiarity with the information it contains, complimentary copies of the ORS Detail Report were provided to all VCA members in the second quarter of 2004. The quarterly Executive Summary and Detail Reports are offered free to all members, while the Brand Report remains available on a subscription-only basis. How are You Doing? Ever wondered how your company’s business practices measure up against your peers in the vision care industry? That’s exactly what the VCA Benchmarking Study can provide - detailed financial, operating and productivity ratios for companies that manufacture and/or distribute ophthalmic products. Started in 2001, the survey has remained popular among VCA members, frame manufacturers and distributors in particular. In 2004, the Benchmarking Study saw a 25 percent increase in the number of participating companies and a two-year increase in participation of nearly 65 percent. E yecessorize, VCA’s eyewear fashion and lifestyle initiative, continues to achieve great results in its effort to showcase VCA members’ products as a “must have” fashion accessory and to educate consumers about the importance of eyewear function and fit. The primary goal of the Eyecessorize campaign is to secure print and broadcast media coverage that delivers these important messages to consumers. In 2004, Eyecessorize worked with media outlets nationwide and succeeded in promoting our members’ products to millions of Americans. The Source for Trends Thanks to the depth of VCA’s membership, Eyecessorize has become the most trusted resource for the latest information on eyewear fashion trends. In 2004, seasonal press kits were 16 | E Y ECE SSO RIZE Targeting Our Approach Fashion is fun, but consumers need to be educated on eyewear function and how to get the best fit. That’s why Eyecessorize issued multiple media releases relating to the use and proper selection of eyewear. distributed to the media in the spring and fall and highlighted the newest trends and technologies in eyewear. The kits included useful information on the different lens options available to consumers, how to select the most appropriate type of glasses for children and the importance of stylish and fashionable readers. Media coverage from these kits resulted in placements in multiple top-tier print publications and millions of impressions with consumers. Through these releases consumers were told how winter sports eyewear and polarized lenses can enhance performance, why it’s important to invest in high-quality sunwear and how to choose the perfect pair of eyewear based upon their face shape and coloring. A full-page advertorial published in the March edition of InStyle promoted Eyecessorize and directed the magazine’s 1.5 million readers to the program’s website for the latest frame and lens options. This and other efforts resulted in more than 50,000 consumers visiting the site in 2004. 20,806,855 Print media impressions generated by Eyecessorize fashion outreach. 23 Number of television segments in top-20 markets featuring VCA Full Members. 50,258 Visitors to www.eyecessorize.com. 400 Number of seasonal press kits sent to fashion editors. 824 Number of publications citing VCA as an eyewear resource. 5,900,000 Viewers of Today Show “Brilliant Buys.” V C A A N N UA L R E P O R T 2 0 0 4 | 17 TOP 50 PRINT PLACEMENTS (circulation) Look, We’re on TV! Print coverage is great, but getting on television is even better. That’s why, in 2004, Eyecessorize sought to generate broadcast media coverage for as many VCA members as possible. Through local on-air interviews with television-savvy fashion spokespersons, media tours and product placements, Eyecessorize told millions of Americans that eyewear is a necessary part of one’s wardrobe. “To be included in Eyecessorize is truly wonderful. This not only helps each company, but also helps to show how important eyewear is to fashion.” Max and Rivka Estroff, Owners, Grant USA/Estroff Optical Most impressive was the Eyecessorize program’s collaboration with the nationally-broadcast NBC Today Show. Its “Brilliant Buys” segment in April, 2004 was entirely devoted to the latest fashions in ophthalmic frames and lens information for consumers and featured several VCA members’ products. Other nationally syndicated programs that showcased VCA member products through Eyecessorize include Live! With Regis and Kelly and Extra TV. As a result of these efforts, many members’ products received prime national media exposure. Multiple media tours were also conducted throughout the year, which brought eyewear trends and technologies to consumers in markets nationwide. The Mother’s Day tour, Travel Smart tour and the Back to School Fashion tour featured VCA members’ products and reached millions of consumers with the Eyecessorize message. Expo-sing Our Shows Eyecessorize also helped the International Vision Expos generate record-breaking media coverage and wide exposure for exhibiting members’ products. Both International Vision Expo East and West received print and broadcast coverage in their local markets of New York and Las Vegas, but also on nationally syndicated programs such as ABC’s World News Now. 18 | E Y ECESSORIZE 1. 2. 3. 4. 5. 6. The fashion coverage generated by Eyecessorize works to not only promote members’ products, but also the entire vision industry. Through its media outreach surrounding eyewear trends, function and Vision Expos, Eyecessorize has brought the fashion and lifestyle aspects of eyewear to countless consumers. Redbook (2,380,410) Parents (2,088,162) National Enquirer (2,076,032) InStyle (1,660,193) Woman’s World (1,655,799) Sunday Denver Post and Rocky Mountain News (790,508) 7. Houston Chronicle (739,389) 8. Chicago Tribune (613,509) 9. Newark Sunday Star-Ledger (609,514) 10. Arizona Republic (489,131) 11. Pittsburgh Post-Gazette (409,217) 12. Indianapolis Star (367,142) 13. Detroit Free Press (363,490) 14. Miami Herald (328,124) 15. Louisville Courier-Journal (285,286) 16. San Antonio Express News (276,423) 17. Richmond Times Dispatch (229,818) 18. Cincinnati Enquirer (218,514) 19. Los Angeles Daily News (203,000) 20. Omaha World Herald (200,238) 21. Riverside Press-Enterprise (190,773) 22. Palm Beach Post (181,312) 23. Seattle Post-Intelligencer (147,866) 24. Honolulu Advertiser (147,714) 25. Toledo Blade (139,293) 26. Springfield Sunday Republican (131,961) 27. Mobile Register (115,000) 28. Arizona Daily Star (107,814) 29. Charleston Post and Courier (102,182) 30. Fort Myers News-Press (102,134) 31. Jackson Clarion-Ledger (101,886) 32. Albany Times Union (101,292) 33. Greenville News (91,060) 34. Winston-Salem Journal (86,699) 35. Lincoln Journal Star (83,571) 36. Corpus Christi Caller-Times (81,099) 37. Connecticut Post (78,374) 38. Lansing State Journal (73,033) 39. Bakersfield Californian (69,728) 40. Quincy Patriot Ledger (64,935) 41. Springfield News-Leader (64,173) 42. Honolulu Star (64,000) 43. Ogden Standard-Examiner (61,491) 44. Palm Springs Desert Sun (60,938) 45. Myrtle Beach Sun News (59,954) 46. Green Bay Press-Gazette (56,785) 47. Lafayette Sunday Advertiser (56,279) 48. Asheville Citizen-Times (55,071) 49. Montgomery Advertiser (52,000) 50. Vancouver Columbian (51,503) VC A A N N UA L R EP O R T 2 0 0 4 | 19 A D V O C A C Y | 21 20 | VCA ANNUAL REPORT 20 04 7 Editorials published by the New York Daily News on kids’ eye exams and the failure of the city’s vision screening system. 98 Attendees at Vision Expo East reception for U.S. Representative Bill Pascrell (D-NJ). 100 Members of Congress that cosponsored HR 2173, VCA-supported legislation in Congress. 301 Candidates for the U.S. Congress that pledged their support, if elected, for kids’ vision health. 15,000 Children in Massachusetts that will receive an eye exam as a result of the state’s new eye exam law. 15,000 Dollars contributed to Vision PAC by VCA members. 8,000,000 U.S. Government employees and retirees with improved vision care coverage as a result of a 2004-enacted law. T he Vision Council of America continues to increase its profile, and generate results, as a leading voice on vision care in the nation’s halls of power. Associates, “Eye Exams for Children: Their Impact and Cost Effectiveness” found that giving eye exams to all children is a highly cost effective medical intervention, while “Childhood Vision: What the Research Tells Us,” published by the Center for Health and Health Care in Schools at George Washington University, informed educators about the impact of uncorrected vision problems in children. Capitalizing on a Need The importance of eye exams for children continued to be a hot topic in Washington, DC. Exactly 100 members of Congress endorsed legislation introduced by Representative Bill Pascrell (D-NJ) that would provide states with funds to increase the number of children that receive an eye exam. And more than 300 candidates for Congress pledged their support for eye exams during the 2004 election campaign, laying the groundwork for greater gains in 2005. We expanded our advocacy in Washington by focusing on the importance of eye exams for older Americans. United States Senator Christopher Bond (R-MO) requested a formal study to determine what the federal government could do to increase eye exams among the 50+ population. VCA also strongly supported the enactment of a new law that would expand vision care services for more than eight million federal government employees and retirees. States and Cities Take Action The PAC with Vision Advocates in Massachusetts and several other states succeeded in placing eye exams for children on the radar screen of their state policymakers. Massachusetts enacted a law that requires a vision screening for all children prior to school entry and mandatory eye exams for any children that fail a screening. It is estimated that the new law will result in 15,000 additional eye exams per year. Members made our advocacy a success with record-breaking participation in Vision PAC. More than 100 representatives of VCA member companies contributed in 2004, the largest number ever to participate. More than $15,000 was raised through these efforts and will be used to support candidates that support improved vision care. One first-time congressional candidate supported by Vision PAC in 2004, Alyson Schwartz (D-PA), was elected to Congress in November and has pledged her support to work with VCA in 2005. Providing the Facts Advocates received a boost in 2004 with the publication of two studies on the importance of eye exams for children that were funded by VCA. Issued by Abt I n order to better serve our members, VCA is constantly reviewing and improving its operations in its home office to ensure the success of the organization. Human Resources In 2004, VCA implemented two additional benefits to its employees: a Flexible Spending Account (FSA) and a Flextime Program. The FSA affords employees the opportunity to set aside a certain amount of money each pay period, on a pre-tax basis, for items that are not currently covered under the health insurance coverage. This program allows employees to realize tax savings that they may not have otherwise been able to. The goal of VCA’s Flextime Program is to allow employees to better manage personal and work activities with improved quality of life, but without compromising services to the membership. 2 2 | A D M I N I S T R AT I O N The tables below represent budgeted figures. This budget reflects a net income from operations of $261,185, resulting in net assets, or reserves, of $9,380,448. Administration VCA Revenue VCA continued to ensure that operations for the trade shows and main headquarters will not be interrupted in an emergency situation. VCA annually reviews and revises these plans so that future situations have little or no effect on VCA’s operations. Shows & Expositions Dues & Assessments Short Term Investment Interest Other (Royalties, Publications, Services) Finance We continually analyze our internal operations to bring VCA products and services to our members as efficiently as possible. In 2005, VCA will be diversifying its revenue sources from its dependence on Vision Expos. These entrepreneurial spirits, very similar to VCA members’ own drive to succeed, will be searching to bring new products and services to members and the industry. Total $5,828,400 (81%) 690,000 (10%) 80,000 (1%) 641,200 (8%) $7,239,600 VCA Expenses Strategic Communications Advocacy Member Services Shows & Meetings General & Administration Total Net Income from Operations Long Term Investment Income Total Net Income $1,335,916 355,273 2,044,859 2,147,809 1,094,558 (19%) (5%) (29%) (31%) (16%) $6,978,415 $261,185 $250,000 $511,185 VCA ANNUAL REPORT 20 04 | 23 2004 Board Members Al Berg Marchon Eyewear Secretary Richard Elias PPG Industries, Inc. Chairman Richard Bullwinkle DAC Vision Treasurer John Fried LOH Optical Machinery L. Peter Frieder, Jr. Essilor of America, (Gentex) Immediate Past President Larry Clarke Satis Vacuum of America R. Michael Daley Essilor Lenses Andrea Gluck Eyewear Designs Limited Vice Chairman Ronald DeLong Vision Advantage International, Inc. Claudio Gottardi Safilo USA Edward Greene Carl Zeiss Optical, Inc. Stephen Schuster Hydrogel Vision Corporation John Hancock Gerber Coburn Optical Giuseppe Servidori Luxottica Group Mike Hundert REM Eyewear Robert Shyer Zyloware Corporation Raanan Naftalovich Shamir Insight Inc. Susan Taub, M.D., F.A.C.S The Taub Eye Center Joseph David Ripps Younger Optics William Thomas CEO Alan Ritter Universal Photonics 2004 Members 21st Century Optics A&A Optical Company A.I.T. Industries AAi Foster Grant ABS Smart Mirror Allison USA AO Sola North America Art Optical Contact Lens Inc. Astucci US Limited Avalon Eyewear Inc./Lab Tech Inc. B. Robinson Optical Inc. Balester Optical BBH Eyewear Inc. Beecher Research, Inc. Best Image Optical BMC Industries/Vision-Ease Lens Boucher Communications Briot-Weco Bushnell Performance Optics Cadore Moda USA California Optical Carl Zeiss AG Carl Zeiss Optical, Inc. Chadwick Optical Charmant Group Inc., USA Cinzia Designs Clariti Eyewear Corinne McCormack Inc. Corning Incorporated Crystalline LLC CTP Coil Inc. DAC International DAC Vision Dakota Optical Designs for Vision, Inc. Dioptics Medical Products Eastern States Eyewear Edwards Optical, Inc. Elite Eyewear Enhanced Vision Eschenbach Optik of America Essilor of America Excelite Inc. Eye Q Eyewear Incorporated EYECOM Eyewear By ROI Eyewear Designs Limited Fashion Optical Displays Fedon America Ferro Electronic Materials First Vision Media Group Fitovers Eyewear USA Freedom Vision Gerber Coburn Optical, Inc. Global Optics Inc. Grant USA/Estroff Optical Great Lakes Chemical Corporation Hart Specialties Incorporated Hoya Corporation I-dealoptics Independent Living Aids Indo Lens US Innoventions Inc. Intercast Europe Jobson Publishing Corporation Kaenon Polarized Kasperek USA Optical KBco The Polarized Lens Company 24 | VCA ANNUAL REPORT Kenmark Group L’Amy Incorporated Lafont Co Lantis Eyewear Corporation LBI Legacie Accessories Leybold Optics Lightbenders Inc. Lighthouse International Live Eyewear LOH Optical Machinery LS&S, LLC Luxottica Group Magnisight Inc. Management Recruiters Menlo Park Marchon Eyewear, Inc. Marcolin USA, Inc. Match Eyewear Miki Sangyo (USA) Inc. Mitani USA Inc. Mitsui Chemicals America, Inc. Modern Optical Morel Cottet Nanofilm National Optronics, Inc. Neostyle Eyewear Corporation New Millennium Eyewear Group Noir Medical Technologies Inc. Nouveau Eyewear Ocutech, Inc. Olivetti Consulting Opsales Inc. Optelec Optical Auctions Optical Distributors International Inc. Optical Dynamics Corporation Optical Services International Optical Software Inc. Optical Supply Group Optical Synergies Optical Works Corporation Opticom Incorporated Optiline Inc. Pech Optical Corporation PPG Industries, Inc. Practical Systems Inc. Precision Optical Company PRIO Corporation Productos Opticos Y Soluolones S.A. De C.V. Pulse Data Humanware REM Eyewear Rodenstock North America Ron’s Optical Case Company Sadler Optical Tools & Findings Safilo USA Salem Vision Group Santinelli International Satis Vacuum of America Schneider Optics Machine SDC Technologies, Inc. See More Vision Products Seiko Optical Products of America, Inc. Shamir Insight Inc. Signet Armorlite, Inc. Slack Inc. Smilen Eyewear Softlight Inc. Somo Optical Southern Group Enterprise Specialist Data Solutions Spectacle Lens Group SPS Associates Super Systems Optical Tabco Optical Incorporated Tech Optics International Teijin Chemicals Ltd. Telesensory Corporation The Hilsinger Company/Hilco Times Corporation Titmus Optical Inc. Tokuyama America, Inc. Transitions Optical, Inc. Tura Incorporated Tuscany Eyewear Ultra Optics Company Ultra Palm Optical Universal Photonics Inc. Value Eyewear/Vivid Eyewear Vision Advantage International, Inc. Vision Star LLC Vision Technology Inc. VSP Lab - Columbus Walman Optical Walters Low Vision Optics Winchester Optical Windsor Eyes Younger Optics Zyloware Corporation 1700 Diagonal Road Suite 500 Alexandria, VA 22314 P: 703.548.4560 F: 703.548.4580 [email protected]