When Grassroots Marketing (GRM) first met with the owners/ophthalmologists of Campbell, Cunningham & Taylor (CCT), the vision specialists had been without a marketing presence for several years. We began with CCT by marketing one of their subsidiaries, Ojos, Exquisite Eyewear, an upscale fashion boutique carrying international eyewear designs which was getting little foot traffic and was a new concept for Knoxville. GRM immediately got to work with an innovative print campaign, in-store fashion events plus radio ads. Within a month, CCT requested GRM to develop a full blown Marketing Plan proposal for their entire vision business.

The Marketing campaign began in the fall of 2006 and continued for the next 18 months. It was multi-faceted; complete with creative advertising and promotional elements supported by a new logo, new website, as well as marketing support materials. The campaign ranged from using popular local celebrities like Missy Kane and Gunner as the Lasik spokepersons to new radio, newspaper and television spots plus billboards. (SEE links on website) In addition to traditional forms of media, GRM created some original events to promote CCT as East Tennessee’s Vision Specialists.

As the Corporate Sponsor in support of Friends for Literacy, a local non-profit organization, CCT continued its philosophy of ‘good citizenship” in the Knoxville community. ”Looks for Literacy ~ An Eyewear Fashion Show” featured graduates of the Friends for Literacy reading program as models. The capacity crowd enjoyed lunch and spring eyewear fashions in the Knoxville Museum of Art; while raising thousands of dollars for Literacy. This fundraising event proved so popular it has continued for the past three years.