Communications Strategy

B2 develops tailored communications programs for clients by understanding an organization’s value proposition and the specific audiences it wants to reach, then creating specific goals for the program.

B2 client Premier Eye Care partners with health insurance providers nationally to manage eye care services, so it isn’t a consumer-facing company. Knowing that, B2 identified target audiences as business partners, eye care providers and potential employees.

To reach these audiences, B2 developed a strategy focused on showcasing how the company is a top workplace, while positioning its team members as eye care experts who are leaders in their business and nonprofit communities. The strategy includes media relations, community relations, expert guest columns, advertising and award submissions.

While B2 works to secure media coverage for announcements related to Premier’s business, like a prestigious NCQA accreditation, we also work to gain recognition for the company’s community involvement.

For example, when Premier Eye Care President and CEO Lorna Taylor was part of a panel discussing the gender pay gap in 2015, both the Tampa Tribune and Tampa Bay Times quoted her and mentioned Premier in their stories. Florida Trend also wrote a feature article on Lorna, describing how Premier’s approach to employee engagement reflects her leadership.

Working with public relations partner Williams Consulting Group, our scope of work also includes providing copywriting and direction for the company’s website and advertising, along with submitting Premier for significant awards that help bolster its reputation and visibility.

The company was named as one of Florida Trend’s “Best Companies to Work for” in 2013, 2014 and 2015, and as one of the nation’s “Best Places to Work for Millennials” in 2015. Lorna has been honored in the Tampa Bay Business Journal’s BusinessWoman of the Year awards and the Lions Eye Institute’s Light of Sight awards.

Also, Premier ranked No. 15 on the Tampa Bay Business Journal’s “Fast 50” list of growing companies in 2015, which led to a ranking of No. 70 on The Business Journals’ “Florida Fast 100” list.