ENTERPRISE, OPTICAL PRESCRIPTION LAB AND SODERBERG SELECTED AS FINALISTS FOR THE TRANSITIONS 2007 LAB OF THE YEAR AWARD
Winner Will Be Announced at the 2008 Transitions Academy in January
PINELLAS PARK, Fla., Dec. 10, 2007 – Transitions Optical, Inc. has named the three finalists for the Transitions 2007 U.S. Lab of the Year award: Enterprise Optical, Madison Heights, Mich.; Optical Prescription Laboratory, Pelham, Ala.; and Soderberg Ophthalmic Services, St. Paul, Minn. The winner will be announced at a recognition ceremony during the 12th annual Transitions Academy at Disney’s Yacht & Beach Club Resort in Orlando, Fla. on Jan. 15.

All three labs are finalists for this prestigious award because they have implemented creative marketing strategies throughout 2007, achieved solid percentage growth in sales of Transitions lenses, remained dedicated to educating staff and customers and demonstrated an overall commitment to Transitions Optical’s products and programs.

The Lab of the Year title has been awarded annually since 1991 and is presented to a Transitions Optical STAR Lab that has made a significant commitment to growing its business with Transitions lenses. All nominees are judged on their creative approaches used to achieve success for their businesses and their customers.

“These finalists have demonstrated their commitment to Transitions time and time again and are all deserving of the Lab of the Year distinction,” said Connie Falvo, sales director, Transitions. Our laboratory partners have always been – and will continue to be – integral to our success. It is a privilege to recognize one outstanding laboratory with the award, but the Lab of the Year recognition event is really in honor of all of our laboratory partners.”

Lab of the Year Finalists
Three years ago, Enterprise Optical made a commitment to grow its business with Transitions lenses; and in 2007, Enterprise made sure Transitions was a big part of its marketing and education initiatives. To excite its employees about Transitions, Enterprise introduced its first annual Transitions team-building training – an internal program focused on increasing sales of Transitions lenses and Drivewear lenses Activated by Transitions™.

Enterprise also supported eyecare professionals by providing education on a variety of topics, including the importance of the Transitions Certificate of Authenticity, Eyeglass Guide and the Transitions Online Marketing (TOM) tool. In 2007, Enterprise launched a new Web site (www.enterpriseoptical.com), which includes information on Transitions lenses and Drivewear. Enterprise also tied Transitions into its promotions, including “Drive for Success.” As a result of these efforts, Enterprise saw a 24 percent increase in sales of Transitions over 2006.

A two-time finalist for the Lab of the Year award, Optical Prescription Laboratory experienced major growth in sales of Transitions lenses in 2007. The lab’s success is a result of incorporating Transitions into its extensive marketing efforts, education and training and exciting promotions like the 2007 “Rock and Roll With Transitions” promotion – through which eyecare professionals had a chance to win cash prizes with each sale of Transitions lenses. To recognize and thank customers with a high percentage of Transitions sales, the lab recently held an award ceremony, during which four customers were honored and one was named Optical Prescription Laboratory’s eyecare professional of the year. In addition to offering Transitions lenses as its only photochromic option, all of the lab’s packages include Transitions.

Soderberg Ophthalmic Services made Transitions its number-one focus in 2007 – and it paid off. Education played an important role in Soderberg’s plan for the year, and the lab presented Transitions Optical’s Learn and Earn modules to more than 560 eyecare professionals. Additionally, the lab worked with Transitions to pioneer a unique training course targeted toward optometrists and ophthalmologists. After a lower year for Transitions sales in 2006, Soderberg initiated a micro-marketing campaign to boost sales across the board. The lab also incorporated Transitions into seven of its promotions in 2007, including “Healthy Holidays,” which offered gift and gas cards to eyecare professionals based on incremental growth of Transitions lenses. The October promotion was so successful, that it led to Soderberg’s highest incremental growth to date – a 20 percent increase in volume over 2006 sales. Soderberg is a six-time nominee for the Lab of the Year Award, winning the honor in 2001.

Past Lab of the Year winners include: Toledo Optical (2006), Diversified Ophthalmics (2005), Jorgenson Optical Supply (2004), Toledo Optical (2003), 21st Century Optics (2002), Soderberg, Inc. (2001), Midland Optical (2000), McLeod Optical (1999), Balester Optical (1998), Walman Optical (1997), Three Rivers Optical (1996), Duffens Optical (1995), Benedict Optical (1994), Southern Optical (1993), Optical Supply, Inc. (1992) and W.O.S. (1991).