EXPLORING SUCCESS AT TRANSITIONS ACADEMY 2009
New Programs and Education Announced During Three-Day Event
PINELLAS PARK, Fla., Feb. 2, 2009 – More than 1,400 industry professionals from across the globe “explored success” at the 2009 Transitions Academy, held Jan. 25-28 at Disney’s Yacht & Beach Club Resort in Orlando. The annual event provided a forum for new education, while offering updates on the latest programs and tools from Transitions Optical, Inc.

“Transitions Academy allows us – and our partners – to jumpstart each year in a big way,” said Dave Cole, general manager of the Americas, Transitions. “For the first time, we were honored to welcome industry professionals from across Europe, the Middle East and Africa (EMEA). Through sharing ideas and resources, we can truly learn from one another –mapping out our future for unparalleled performance and success, even in a tough economic climate.”

Welcome to the Jungle
The three-day event kicked off on Sunday with a jungle-themed welcome reception hosted by Cole; Jose Alves, general manager, Latin America, Transitions; and Todd White, general manager, EMEA, Transitions. They were joined on stage by characters Violet Ray, Stig Matism and Maya Optic, who served as honorary emcees throughout the entire Academy experience.

An Innovative Experience
Monday’s educational track opened with an introduction from Brett Craig, president, Transitions, who revealed Transitions Optical’s aggressive plans for growth in 2009.

Following Craig’s introduction, Grady Lenski, director, Transitions sunwear, announced plans to expand the dynamic sun lens category. Lenski introduced three segments in which Transitions will initially focus its efforts: performance, specialty and fashion – with the 2009 Transitions Championship For Healthy Sight in March serving as a platform to re-launch the Transitions sunwear brand and introduce new product concepts.

“Shifting patients from static to dynamic eyewear in the sun lens category – just as we have with everyday lenses – represents a tremendous growth opportunity for Transitions and our partners,” said Lenski.

Monday’s events continued with an inspirational presentation from artist and keynote speaker, Erik Wahl. Using art as his vehicle, Wahl inspires professionals to achieve greater levels of performance and encourages them to differentiate themselves from their competition through his “Art of Vision” program.

During his presentation, Wahl turned two blank canvases into crowd-pleasing portraits, including one of Bono from U2 and one featuring Mickey Mouse.

Tying in with Academy’s “explore success” theme, attendees also participated in a Loyalty Challenge, facilitated by the Disney Institute, where they learned some of Disney’s best practices for building brand loyalty and turning customers into advocates.

Building Trust
On Tuesday, the educational track continued with a Trust-Based Partnerships workshop, which built on previous Academy themes of customer loyalty and engagement, as well as closing the gap between the intent to purchase and actual purchase of premium products.

The marketing general session began with a presentation by Greg Marko, marketing director, Transitions, who introduced a number of new programs – including a Live Your Vision platform, which builds on the foundation of healthy sight to establish an emotional connection with consumers. Marko previewed Transitions Optical’s newest jungle-themed television commercial, which will run in tandem with the current Africa-themed commercial and new golf commercial.

Fresh from the golf course with Mickey Mouse, Connie Falvo, director of external affairs, Transitions, joined Marko on stage to discuss Transitions Optical’s sponsorship of the PGA TOUR. Falvo and Marko also introduced two pro golfers who will serve as healthy sight ambassadors for 2009 – long-time tournament player, Kenny Perry and 2008 Masters winner, Trevor Immelman. Driving excitement for 2009 initiatives, Immelman stepped on stage to share his excitement to partner with Transitions and his belief in healthy sight, particularly as it pertains to the game of golf.
Through marketing breakouts, attendees learned more detailed information about the new programs and tools – including an Academy for Eye Care Practices and ECP loyalty program.

Steve Winter, a National Geographic photographer featured in Transitions Optical’s print and digital advertising campaign – and 2008 Wildlife Photographer of the Year – wrapped up the educational track as the closing keynote speaker. Winter shared his exciting and harrowing experiences through a collection of images and videos, reinforcing that protecting his eyes by wearing Transitions lenses has helped him to “live his vision” and succeed in his field.

Celebrating Success
Academy events concluded on Tuesday evening with a partner recognition ceremony at the World Showplace Pavilion in Epcot. Attendees were treated to a night of entertainment as they were encouraged to “explore new horizons” both in their lives and in their businesses. During the ceremony, Balester Optical was honored as the 18th annual U.S. Transitions Lab of the Year. Transitions also announced the sixth Lab of the Year for Brazil (Ceprolab) and Latin America (Centro Integral Óptico).
Managed Vision Care Track

Building on the success of its debut in 2008, the managed vision care track returned to Transitions Academy, providing more than 100 vision plan provider and broker attendees with education and resources to promote the importance of vision care and vision wear as it relates to overall health and employee productivity. The specialized track included presentations on topics such as disease management and trends in the changing workforce, plus details on new tools from the recently launched Transitions Healthy Sight Working for You initiative. For the first time, Transitions also sponsored a broker panel, bringing together field experts to discuss hot-button issues for the vision benefits industry.