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multicultural marketing

PINELLAS PARK, Fla., Sept. 2 /PRNewswire/ -- Recognizing the increased risks African Americans face for a number of eye health issues, Transitions Optical, Inc., the leading supplier of photochromic eyeglass lenses, is launching its "Healthy Sight for Life: Focus on African-American Eyes" campaign at the National Council of Negro Women (NCNW)'s 25th annual Black Family Reunion Celebration on September 11 in Washington, D.C.

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The campaign will raise awareness about the importance of proper vision care and vision wear among the African-American community. In partnership with NCNW, the event will kick off several initiatives, including distribution of a co-branded "What to Expect: African-American Eyes" brochure and the addition of educational information about eye- and overall-health issues impacting high-risk groups on Transitions Optical's corporate giving program website,

"We found there is a need for more targeted information to reach the African-American community about eye health and, in particular, the impact of UV rays on eyes, which is not widely addressed," said Manuel Solis, multicultural marketing manager, Transitions Optical. "After achieving great success in the Hispanic market, we look forward to expanding our outreach to serve additional communities with valuable eye health education and encourage these groups at risk to take the steps to protect their healthy sight today and for a lifetime."

Activities that will take place during the Black Family Reunion event including free vision screenings at Transitions Optical's booth and an eye health presentation by Vincent Young, M.D., chairman of the Division of Ophthalmology at Albert Einstein Medical Center in Philadelphia. Transitions Optical is also sponsoring a full-service, mobile eyecare clinic to provide outreach at the festival and free eye exams and Transitions(R) lenses to community members and children through the Boys & Girls Club of Greater Washington, D.C. Additional activities with NCNW are planned to raise awareness at the national level.

Transitions Optical's "Healthy Sight for Life: Focus on African-American Eyes" is the latest aspect of its multicultural marketing platform to raise awareness of the eye health needs of at-risk groups. The initiative started with the fast-growing Hispanic market, and will continue to expand to reach Asian Americans, also at higher risk for many eye health issues, in 2011.

About Transitions Optical

As the leading provider of photochromics to optical manufacturers, Transitions Optical, headquartered in Pinellas Park, Fla., offers the most advanced photochromic technology in the widest selection of lens designs and materials. Transitions Optical is driven by innovation to support the advancement of healthy sight and adaptive eyewear, and to providing its partners the tools and programs their businesses need to thrive. Transitions(R) lenses are the #1-recommended photochromic lenses worldwide.

Transitions Optical's family of products includes everyday lenses, designed to be worn indoors and darken outdoors, and performance lenses, designed to be worn outdoors in place of sun lenses. Transitions everyday lenses adapt to light to provide more comfortable vision while protecting eyes from UV. Transitions performance lenses include the company's sunwear line, Transitions(R) SOLFX(TM) sun lenses, which enhance visual performance in specific outdoor activities by adapting to optimize color and darkness in changing light conditions.

Solution Preview

Multicultural marketing is defined as targeting and communicating to ethnic segments based on their cultural framework. Transitions Optical, Inc is currently involved in targeting Afro-American communities with it photo chromatic lens. Transitions Optical, Inc has targeting the Afro-American communities through the use of communications directed at the community. Those firms that do not target such segments lose out on important market opportunities. Not only those, once these firms neglect critical segments, competitors take over these segments and increase their market shares.
Consider the strategy of Transitions Optical, Inc. it declares the Afro-American communities as a high risk group for eye diseases and creates communications that conveys a positive concern for the eye health of the Afro-American communities. For instance, Transitions Optical, Inc opens booths for checking eyes. This is a strong marketing strategy. When the potential customer presents herself for a check-up a need for photo-chromatic lens is revealed and the customer is directed to Transitions Optical, Inc.
Transitions Optical, Inc sends communications targeted at the Afro-American community. It shows concern for the members of the communities, communicates that the Afro-American communities are at a far greater risk of harm from UV rays, and so they need Transitions Optical, Inc's products. The valuable education that they give is a disguised marketing communication targeted at this potentially lucrative segment. From the perspective of Transitions ...

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multicultural marketing is discussed in great detail in this solution.