diana luong

Executive Program Brief

• Brand: EyewearCo
• Core Value Proposition: Providing premium, prescription-ready spirit-wear eyewear starting at highly accessible price points ($30–$35), enabling students and alumni to display uncompromised school pride alongside functional lens customization (blue-light, polarized sunwear, photochromics).

Market Opportunity & Right to Win

• The Whitespace: Customizable, prescription-ready eyewear is practically nonexistent in the collegiate licensing and spirit-wear space at an affordable tier. Existing market competitors (e.g., Goodr, Society43) focus purely on flat-rate, non-prescription sunglasses.
• Emotional & Scale Currency: Tapping into concentrated, highly impressionable, and school-spirit-obsessed campus ecosystems. It scales EyewearCo’s top-of-funnel reach by utilizing emergent cultural momentum around college sports, Women’s athletics, and the Name, Image, and Likeness (NIL) era.
• Operational Integration: EyewearCo’s vertically integrated infrastructure allows for full prescription lens configurations on trend-conscious team-color frames at a fraction of the cost of premium sport-optics competitors.

Target Audience & Segmentation Plan

The strategy divides the market into a multigenerational segment (Ages 18–55+) utilizing two distinct buying psychographics:

Primary Segment: Gen Z College Students (The “Campus Pick” Profile)

• Demographics: Ages 18–24; budget-conscious; heavy screen-time users; active on social media.
• Core Motivator: Individual hype, trend adoption, and athlete-driven affinity. They consume raw, social-first content and look to emulate the specific aesthetics of preferred student-athletes.
• Key Product Match: Dynamic everyday silhouettes paired with Blokz blue-light filtering lenses for late-night studying and screen-heavy routines.

Secondary Segment: University Alumni & Regional Fans (The “Collegiate Assortment” Profile)

• Demographics: Ages 25–55+; middle-to-upper-middle-class disposable income; legacy sports fans and season-ticket holders.
• Core Motivator: School tradition, long-standing community belonging, nostalgia, and premium quality. They treat eyewear as a refined extension of their professional and game-day wardrobes.
• Key Product Match: Subtle, sophisticated classic frame shapes outfitted with higher-margin lens upgrades like progressives, photochromic, and high-performance polarized sun lenses.

Core Messaging

Establish EyewearCo as the go-to eyewear brand for college fans who want to wear their pride daily, at a price that feels as good as a win.

Key Message:   Belonging and self-expression. Wearing these frames says “I’m part of something bigger” while still feeling uniquely personal. It transforms a utility product into an identity statement, giving fans a new way to integrate school pride into their everyday look.

Right to Believe 1	Right to Believe 2	Right to Believe 3
Affordable:  Specs of a Champion	Rx-ready convenience:  Game Day. Class Day. Every Day.	Bold Style:  See Green. Be Seen.
Our vision, your colors, your team. School Pride frames built for every lecture hall, tailgate, and late-night library session. Frames starting at $xx because champions don’t overpay.	Why save your school pride for Saturdays? Rock your frames from 8 AM class to the 7 PM kickoff. Prescription-ready and priced so the whole student section can match.	The boldest fan base deserves the boldest frames. Iconic Oregon colorways.