Case Study: American Optometric Association boosts attendance with Freeman

Magnifying attendance with eye-catching marketing

Freeman worked with the American Optometric Association (AOA), the leading U.S. authority for quality care in optometry, to address declining attendance at its Optometry Annual Meeting amid growing competition. AOA needed a way to deepen engagement with members and attendees while making the annual event a stronger draw.

Freeman developed an audience-acquisition strategy and integrated marketing communications plan, then executed email, direct mail, print ads, registration brochures, onsite program guides, and digital/social campaigns. The effort drove a 6% year-over-year increase in doctor attendance, a 13% increase over two years, and a 15% overall attendance increase over two years; the retargeting campaign also generated 11% of registrations and delivered a 59x return on campaign spend.

American Optometric Association