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Manager's To-Do

Back to School and Vision Expo West Planning Collide and More Manager’s To Dos for August and September

Marketing opportunities abound this season.




girl holding book

Aug. 1-7

MARKETING The first day of classes creeps closer, which means you should be on top of your Back to School campaign. List specials on your website by week’s end; send out your first BTS promotion email early next week.

Aug. 8-14

SERVICES Create a myopia control program that outlines your treatment plan for the school year. Parents appreciate knowing what they can expect and with the past year’s surge in screen use there has probably never been a more apt time.

Aug. 15-21

BUYING Vision Expo West (Sep. 22-25) is a little over four weeks away. It’s time for more in-depth show research. Start with the trends report in INVISION’s May edition. Your goal: a shortlist of products you’ll check out at VEW.


Aug. 22-28

MARKETING All types of media outlets, from local newspapers to blogs, prepare gift guides to help their readers with holiday ideas. Find out the deadlines — for magazines it is often four or more months out — and start pitching some unique suggestions. Editorial calendars for most trade and regional magazines can be found on their websites.

Aug. 29-Sep. 4

MARKETING Develop a holiday season email schedule with an aim to ease your customers into it, rather than trying to force them to get in the spirit. Constant Contact suggests thinking in percentages — e.g., in September, post 20 percent holiday content, in October, 30 percent, and in November, 50 percent.

Sep. 5-11

education Start plotting the classes you can take at VEW now at the registration site at

Sep. 12-18

MANAGEMENT To boost your skills, try searching YouTube for training or sales material. Adam Grant, Jeffrey Gitomer… they’re all there. All free. Share the best with staff.


Sep. 19-25

TRAINING Talk to your vendors about providing some dedicated holiday-season training to staff.

Sep. 26-Oct. 2

EMERGENCIES Sooner or later the power will go out… Run a check. Do you have battery powered lighting? Files auto-backed up? Can staff figure taxes on a calculator? Time for a generator?

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at


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