Style Guide Q2 - Pluris · be reversed out on a dark solid background or on an image (e.g., sky)....

Style GuideQ2.10

TABLE OF CONTENTS TLC Brand Overview Campaign Concept: “In Their Words” Testimonials

Logos and Taglines Logos Taglines TLC Lifetime Commitment®

Color Palette and Fonts Primary Colors Secondary Colors Fonts

Copy Guidelines Copy Tone General Rules Miscellaneous Legal Disclaimers Financing

Segmentation Questions

Image Bank Testimonial Tiger Woods Royalty-Free Clinical Affiliate Use Seasonal

TLC Style Guide | Contents

TLC BRAND OVERVIEW

TLC Style Guide | Brand Overview

Advanced technology, focus on

safety and results, and the TLC

Lifetime Commitment® will give

you the Confidence you need to

correct your vision with TLC Laser Eye

Centers®.

KEY CONSUMER TAKEAWAY:

I will trust my vision correction

to TLC.

CAMPAIGN CONCEPT: “IN THEIR WORDS”You’ve heard about LASIK, you’ve even looked into it. Before you take the next step, you’re doing your homework, getting all the facts and talking to those who know. You want to be sure you’re making the right decision.

When someone you trust tells you about his or her experience with TLC, it makes a big difference. Hearing about things like the TLC Lifetime Commitment®, how they use the latest LASIK technology and

their excellent patient care makes you feel more confident that you’re about to make a good decision. After all, your eyes are too important to trust to just anyone! So knowing that eye doctors recommend TLC more than any other LASIK provider definitely helps. If people you know and doctors trust TLC, you can too.

THE IDEA: Most people who decide to have LASIK consult with others. Hearing others’ stories gives you the assurance you need. Add getting support from TLC every step of the way and you’ll have the confidence to get LASIK from TLC.

EL AINE L ARSEN, JE T C AR DRIVER & TLC L ASIK PATIENT

“ At speeds over 300 mph and G-Forces that out accelerate the space shuttle, my visual acuity is critical. I researched several LASIK centers, but after my �rst visit to TLC, I knew I was in the right hands.”

People Who Rely on Their VisionTrust TLC for LASIK.

Technology. Leadership. Commitment.

TLC Greater Seattle 13033 Bellevue-Redmond Road, Suite 130 Bellevue, WA 98005

O�cer DeFries chose TLC for LASIK, You Can Too!

People who Rely on their VisionTrust TLC for LASIK

“ As a Law Enforcement O�cer, I work on the streets. My vision was really bad, especially at night. The sta� at TLC have been wonderful! They put me at ease and answered all of my questions. After LASIK at TLC, the fear and worry are gone and my vision is fantastic. TLC changed my life forever. And, because of my profession, potentially saved my life!”

Travis DeFriesLaw Enforcement O�cer

& TLC Seattle LASIK Patient

“ My focus is critical to success in a marathon. Now, thanks to TLC, I don’t worry about the distraction of contacts and glasses.”

– Tania Jones, Elite Marathon Runner & TLC LASIK Patient

People Who Rely on Their Vision Trust

TLC for LASIK.

TLC BRAND OVERVIEW: TESTIMONIALS


Tiger Woods, Satisfied TLC LASIK Patient since 1999“When I decided to have LASIK, I did my research. Then I chose TLC Laser Eye Centers®. Every step of the way I felt comfortable that I’d made the right choice. TLC made me feel safe, I knew I was going to be in good hands. This year I’m celebrating ten years of seeing 20/20 with no contacts. I had LASIK at TLC and the results were fantastic.” *

Bill Cowher, Studio Analyst & Former Steelers Head Coach, “I was tired of having several pairs of glasses at home and on the football field. This was a huge nuisance to me. I kept hearing successstories of some of my players who went to TLC, they were thrilled with their results. So I scheduled my procedure with TLC. I was amazed that one day after my surgery I was 20/15 in both eyes.”*

Jodi Abramson, M.D., Medical Director, TLC White PlainsMark Speaker, M.D., Ph.D., Medical Director, TLC Manhattan“I performed LASIK on my wife, who is also a LASIK surgeon, almost 10 years ago. I have seen her excitement and benefit of LASIK in a very personal way. Last year, she performed LASIK on my eyes!Immediately after the procedure, I was elated. I had finally undergone LASIK, a procedure I had myself performed thousands of times, to discover that the patient experience was far better than even I had expected. Everyday I tell my wife ‘great job!’ It is true that LASIK is a miraculous procedure and that sometimes one good deed begets another.”*

Randal J. Rabon, M.D., F.A.C.S., Medical Director, TLC TriCities “10 years ago I had the surgery done and loved it so much that I performed the surgery on 3 of my kids, my brother and sister-in-law along with several friends and colleagues. It is a pleasant reminderof how great the surgery was when I wake every morning and I’m still able to see the alarm clock without glasses or contacts.”*

Elaine Larsen, Jet Car Champion“I am one of only three women in the world that race 6000 horse powered jet fighter engine dragsters. At speeds over 300 mph and G-Forces that out accelerate the space shuttle, visual acuity is critical. In my line of work, contact lenses were not an option. Ten years ago, I had my vision corrected with TLC. Now, I can race with confidence knowing that I will be able to focus on the finish line!”*

TLC BRAND OVERVIEW: TESTIMONIALS


Amy Helmsing, FSA User“When I decided to look into LASIK, I estimated I would save about 30% by using my FSA. I called in the fall to set up my consultation to make sure I was a candidate and find out the cost so I knew how much to set aside. All I had to do was give TLC my FSA Health CareCredit Card when I checked in and mail a copy of the LASIK receipt to the FSA company. That was it! I was able to have my eyes done on January 15th so I could enjoy my new vision all year long! It was so easy.” *

Bob Fitzgerald, Engineer“ With my allergies, my contacts would irritate my eyes. If you wear contacts, you know how uncomfortable it can be when your allergies are bothering you. I had LASIK at TLC Laser Eye Centers and the results were fantastic. It’s great to wake up in the morning and see.”

Katie Cook, Teacher“As soon as my LASIK procedure was complete, I knew that my life had instantly changed – for the better of course! LASIK has enabled me to give my full attention to my students and their needs without being interrupted by the burden of my uncomfortable contactsor blurry vision. It is honestly the best decision I’ve ever made.”*

Bernie Plassmeyer, Facebook Friend“For me, the process was so simple. When it was done, I couldn’t believe I hadn’t done it sooner. TLC was really helpful, they answered all of my questions, talked to me about risks and then walked me through every step of the procedure. Recovery was just as my TLC doctor told me; I could actually see that night and I even played golf the next day – without my glasses. When people ask me about LASIK, I tell them that, to me it just seems crazy to have to deal with glasses and contacts when a procedure like LASIK is available. It would be like you still used a Betamax instead of a DVD player, that just seems crazy.*

Tom Schergen, Firefighter“It’s like a miracle that I can see without my glasses, and it’s so nice to get up in the middle of the night and actually be able to see where I’m going. The TLC Westchester experience and staff were awesome. They were very professional, yet very comfortable. They were in complete control. I was never hesitant for a moment. They answered all of my questions. As a firefighter, dealing with glasses and contacts is never practical or safe. If you wear glasses or contacts, you really don’t know what you’re missing until you’vehad the LASIK procedure.” *

DISCLAIMER: * Individual results may vary and are not guaranteed.

LOGOS AND TAGLINES:LOGOS

TLC Style Guide | Logos & Taglines

• Do not use the TLCVision logo for

consumer campaigns.

• Use of logos in black is reommended.

• Though the black logo

is recommended, the logo may

be reversed out on a dark solid

background or on an image (e.g.,

sky). In either case, make sure the

logo is clear.

• The logo may be used with a drop

shadow.

• Only optometrists who are TLC Laser

Eye Centers Affiliates, Level 1, Level 2

and Co-Branded Surgeons in the TLC

Laser Eye Centers network may use

the TLC Laser Eye Centers name in

their materials.

Black Version with Drop Shadow

Black Version with Drop Shadow

Reversed on Solid Background OR Image with Drop Shadow

Reversed on Solid Background OR Image with Drop Shadow

• The name can be used as TLC Laser Eye Centers or TLC. In advertising materials using the entire name in the first mention is preferred. Then each subsequent mention can be TLC.

• If rendered as TLC Laser Eye Centers, the words Laser Eye Centers must be in upper and lower case. They should NEVER be used in all upper case.

• TLC must always be in all upper case.

• The first time the name TLC Laser Eye Centers appears in a headline and the first time it appears in the body copy in collateral/marketing material, a registration mark ® in superscript, must be used.

• All elements of the logo should be used together as one unit. The letters and words should never be fragmented or used independent of each other.

• The logo must always be rendered in the Myriad typeface.

• Each logo is rendered with the appropriate registration mark. It is always a ®. This mark must always be used with each logo.

• The logo can be “reversed out” on premium items or on clothing worn by staff in the centers or affiliates.

• The logo must never appear any smaller than 3/8” high.

• Phone numbers and the web address should be separated from the logo so as not to make those elements appear as part of the logo.

• “Dimensioning” of the logo is not permitted.

• All rules of the TLC Laser Eye Centers logo apply to the Affiliate logo.

• Optometric version, containing the word “Affiliate” may be used exclusively by TLC affiliated optometrists who have signed a TLC affiliate agreement. It is the preferred version an affiliate should use in their materials.

• When the “Affiliate” version of the logo is used, the word “Affiliate” must be rendered in upper and lower case as shown. They are always stacked on top of TLC.

LOGOS AND TAGLINES:TAGLINES


• TLC’s current tagline is: Technology.

Leadership. Commitment. It is always

punctuated, but may be in all

caps, depending upon usage.

• The tagline plays on the TLC name

to clearly spell out the pillars of the

company. It gives extra dimension

and meaning to the letters T-L-C. It

ladders back to the brand pyramid

and simply highlights the reasons

to have complete confidence in TLC.

• As of June 2008, the tagline is

only for use in DRTV, Radio and

Direct Mail pieces.

LOGOS AND TAGLINES:LOCKUP

• The brand tagline and logo should

appear together in this lockup

whenever possible. When used in

stacked format, tagline should be

upper/lower as shown.

TECHNOLOGY. LEADERSHIP. COMMITMENT.

Broadcast Version


Preferred Print Option


LOGOS AND TAGLINES:TLC LIFETIME COMMITMENT®


• The TLC Lifetime Commitment®

logo can be included, on creative

pieces that refer to the program.

• Copy regarding the TLC Lifetime

Commitment should be a brief

reference only. It should

emphasize the program as a

selling point, rather than try to

explain or outline the details of it.

• The first time the name TLC

Lifetime Commitment appears

in a headline and the first time

it appears in the body copy in

collateral/marketing material, a

registration mark ® in superscript,

must be used.

• The TLC Lifetime Commitment

must always be paired with its

corresponding legal disclaimer.

T L C L I F E T I M E

C O M M I T M E N T

We stand behind your vision for life.

At TLC Laser Eye Centers we take your vision seriously. Our skilled

surgeons use the most advanced technology to match each patient’s

eyes and prescription to the right procedure, to optimize your vision

results. In fact, we believe so strongly in our results, we stand behind

your vision for life with the TLC Lifetime Commitment®. That’s just

one of the reasons why TLC sets the highest standard of care in the

industry. Call today for your FREE LASIK consultation.

At TLC we’re so confident in our results we stand behind your vision for life.

TLC Lifetime Commitment Logo

Example Copy

DISCLAIMER: *Available to qualified patients, ask center for details.

TLC Style Guide | Color Palatte & Fonts

COLOR PALETTE AND FONTS: PRIMARY COLORS

SECONDARY COLORS

Only one primary color should be

used per creative piece to keep

communications from looking

cluttered or dated. However, tints or

gradients of the primary colors are

acceptable.

The TLC primary brand colors may

be complemented by the three

secondary brand colors. They should

be used sparingly, again to avoid a

busy or dated look.

C: 40 M: 0 Y: 99 K: 0R: 156 G: 203 B: 61WEB: 9ccb3dPMS NOT PREFERRED If necessary, use PMS 376 U GREEN

C: 60 M: 41 Y: 0 K: 32R: 80 G: 103 B: 148WEB: 506794PMS 282 C

NAVY

C: 52 M: 19 Y: 92 K: 2R: 136 G: 165 B: 72WEB: 88a548PMS NOT PREFERRED If necessary, use PMS 377 U GREEN 2

C: 89 M: 43 Y: 0 K: 0R: 0 G: 125 B: 195WEB: 0072cfPMS 285 C

BLUE

C: 100 M: 66 Y: 0 K: 2R: 0 G: 93 B: 170WEB: 005daaPMS 286

BLUE 2

C: 0 M: 30 Y: 100 K: 0R: 253 G: 185 B: 22WEB: fdb916PMS 130 C

ORANGE

C: 15 M: 100 Y: 100 K: 0R: 210 G: 35 B: 42WEB: d2232aPMS 1795 C

RED

TLC Style Guide | Color Palette & Fonts

COLOR PALETTE AND FONTS: FONTS

Myriad Pro is the primary font for TLC

communications. All varieties of the

Myriad Pro font family shown here

may be used. Italic is not preferred.

Primary Fonts: MYRIAD PRO REGULAR

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 - = ! @ # $ % ^ & * ( ) _ +

MYRIAD PRO SEMIBOLD


MYRIAD PRO BOLD


Secondary Fonts: ROCKWELL


ROCKWELL BOLD


CALIBRI


CALIBRI BOLD


COPY GUIDELINES:COPY TONE


Copy should be written in a friendly,

conversational and informative tone.

TLC should be conveyed as confident,

without being arrogant or boastful.

Consumers should garner a feeling of

trust and complete confidence—in

TLC’s technology, safety, expertise and

commitment—through all pieces.

Technology

1. TLC’s advanced technology is FDA approved and shown to be safe and effective.

2. TLC’s advanced technology matches each patient’s eyes and prescription to the right procedure. This personalized treatment ensures that you will receive the best possible results.

3. We strive for precision by using the latest LASIK technology, customizing each procedure to meet our patients’ needs.

4. Clinical trials have shown more patients achieve 20/20 or better vision when two lasers are used instead of one, as in the Custom Bladeless LASIK procedure.

Safety

1. At TLC, we believe that by combining our experience and the latest advanced LASIK technology, we can provide our patients with a high standard of care — and peace of mind.

2. Our skilled surgeons can identify the unique irregularities of your eyes and factor them into a custom treatment plan to provide you the best possible results.

3. TLC sets that highest standards of care in the industry.

4. TLC is focused on your safety.

Lifetime Commitment

1. TLC wants to help you maintain the best vision possible. That’s why we stand behind our patients’ vision results for life with the TLC Lifetime Commitment®.

2. We want to help you maintain the best possible vision throughout your life. If an enhancement is needed to maintain vision results, qualified patients will receive a same-technology enhancement procedure at no charge.

Affordability

1. Finance your procedure for affordable LASIK payments that fit into your monthly budget.

2. Affordable vision is within your reach.

3. We are focused on providing setting the highest standards of care in the industry while providing you LASIK at an affordable cost.

4. At TLC, it is our goal to make LASIK affordable for almost everyone. With a variety of ways to pay, nothing stands between you and some of the most experienced vision correction surgeons in the country.

5. TLC has exclusive contracts with many of the nation’s largest insurance companies. Find out if you qualify for additional savings.

6. LASIK is an elgible medical expense. Using your pre-tax flexible spending dollars can help you save on LASIK.

7. To apply for financing or for more information, visit www.tlcvision.com/financing.

TLC Style Guide | Copy Guidelines

COPY GUIDELINES:GENERAL RULES

These general copy guidelines will help

to unify TLC communications. The use

of consistent, precise and accurate copy

can give creative pieces a professional

look and feel, serving to enhance the

TLC brand positions of expertise and

confidence.

• On first copy mention, use the full company name, “TLC Laser Eye Centers.” Use “TLC” thereafter.

• TLC Laser Eye Centers is always plural unless referring to a specific center.

• TLC copy does not utilize a serial comma. (That’s the comma before “and” in a series of items, e.g., “TLC is known for our technology, leadership and commitment.”)

Address

• 4x6 BRC shown at 75%

TLC LASER EYE CENTERS 16305 SWINGLEY RIDGE RD STE 300 CHESTERFIELD MO 63017-9982

NO POSTAGENECESSARY

IF MAILEDIN THE

UNITED STATES

BUSINESS REPLY MAILFIRST-CLASS MAIL CHESTERFIELD MO PERMIT NO 382

POSTAGE WILL BE PAID BY ADDRESSEE

Artwork for User Defined (4" x 6")Layout: c:\program files\envmgr32\dazzle32\lbl2x5.lytOctober 16, 2007 03:05:21

Produced by DAZzle Designer 2002, Version 4.3.08(c) Envelope Manager Software, www.EnvelopeManager.com, (800) 576-3279U.S. Postal Service, Serial #NO

IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards.


COPY GUIDELINES:MISCELLANEOUS

Acceptable:

• TLCVision (DO NOT use on consumer campaigns)

• TLC or TLC Laser Eye Centers

• LASIK

• Bladeless LASIK

• Custom LASIK

• email

• Information Kit

• TLC Lifetime Commitment® (circle R on first use in copy)

Avoid:

• TLCVision, TLC Vision, TLC Vision

• TLC Centers, TLC Laser Eye Center

• Lasik, lasik

• bladeless LASIK, IntraLase®

• custom LASIK

• e-mail

• info kit, information kit, Information Kit

• Lifetime Commitment


COPY GUIDELINES: LEGAL DISCLAIMERS

DISCOUNTS$XXX Gift Card ($XXX per eye) valid on Platinum Package (Bladeless Custom LASIK) only. Patient must schedule their procedure by DATE. Gift Card must be provided to TLC at time of surgery. Discount cannot be used if a procedure is already scheduled at a TLC location. Cannot be combined with any other discounts or special offers, previous surgery, insurance or vision care plan savings.

FLEX Actual FSA savings will vary based on your individual tax situation.

CENTER-SPECIFIC DISCOUNTS$XXX Savings ($XXX per eye) valid on Platinum Package at TLC CENTER only. Patient must schedule their procedure by DATE. Must be presented to TLC at time of surgery. Discount cannot be used if a procedure is already scheduled at a TLC location. Cannot be combined with any other discounts or special offers, previous surgery, insurance or vision care plan savings.

CUSTOM BLADELESS CLAIMSchallhorn SC and Tanzer DJ. “Comparison of visual outcomes with femtosecond and mechanical microkeratomes for wavefrontguided LASIK” Presented at the AAO annual meeting; 11/13/2006; Las Vegas, NV.

TLC LIFETIME COMMITMENTAvailable to qualified patients, ask center for details.

TESTIMONIALIndividual results may vary and are not guaranteed.


COPY GUIDELINES:FINANCING

PAYMENT OPTIONS

DISCLAIMER: *Valid on CareCredit account, subject to approval by GE Money Bank. A minimum purchase amount may be required for promotional plans longer than 6 months in duration. On promo purchase balance, monthly payments required, but no Finance Charges will be assessed if (1) promo purchase balance paid in full in 12 months, and (2) all minimum monthly payments on account paid when due. Otherwise, promo may be terminated and treated as a non-promo balance. Finance Charges will be accrued at the Purchase APR and assessed from purchase date. Standard terms apply to non-promo purchase and optional charges. Promo purchases on existing accounts may not receive full benefit of promo terms, including reduced APR if applicable, if account is subject to penalty APR. Payments over the minimum will be applied as required by applicable law. As of 2/1/10, APR 24.99% & on all accounts in default, Penalty APR: 29.99%. Minimum Finance Charge $2.00. **Valid on purchases of $1000 or more (24, 36 or 48 months) or $2500 or more (60 months) made on a CareCredit account. On promo purchase, fixed monthly payments equal to 4.8439% of initial purchase balance for 24 months; 3.4616% of initial purchase balance for 36 months; 2.7780% of initial purchase balance for 48 months; or 2.3737% of initial purchase balance for 60 months required, and Finance Charges will be applied to promo balance at a reduced 14.90% APR if (1) promo purchases paid in full in 24, 36, 48, or 60 months, as reflected on the front side of your sales slip and (2) all minimum monthly payments on account paid when due. Otherwise, promo may be terminated, and standard terms apply to non-promo purchases, and optional charges. Purchase APR or Penalty APR (if applicable) up to 29.99% apply to expired and terminated promotions and optional charges. Promo purchases on existing account may not receive full benefit of promo terms, included reduced APR if applicable, if account is subject to penalty pricing. Payments over the minimum will be applied as required by applicable law. Subject to approval by GE Money Bank. †Minimum monthly payments required of 3.25% of the balance or $15 and to avoid interest, the promotional purchase must be paid in full within the promotional period. The amounts in these columns are the amount to be paid if you choose to make equal monthly payments and take advantage of the promotion.

TLC Style Guide | Segmentation Questions

SEGMENTATION QUESTIONS Help us to provide you with personalized information.

Please select one statement that best describes you:

q I am trying to decide if LASIK is right for me.

q I want to have LASIK and I am ready for a free consultation.

q I want to have LASIK and I am searching for the right surgeon/provider.

Segmentation Questions The internet is my primary source of entertainment: (Please select one) q Strongly Disagree q Disagree q Neutral q Agree q Strongly Agree

How many times per week do you exercise? (Please select one) q None q 1-2 q 3-4 q 5+

TLC Style Guide | Image Bank

IMAGE BANK: TESTIMONIAL


IMAGE BANK: TIGER WOODS

TLC OWNED

!

76783906 Brochure and direct mail 9/14/09 – 9/14/10

76007771 Brochure and direct mailWeb - Electronic brochure, email and direct promotion5/11/09 – 5/11/10

!

81592506Brochure and direct mail9/14/09 – 9/14/10


IMAGE BANK: ROYALTY FREE

Royalty-free images purchased from

various online stock-photography

resources.


IMAGE BANK: ROYALTY FREE


IMAGE BANK: CLINICAL


IMAGE BANK: AFFILIATE USE

Royalty-free images purchased from

various online stock-photography

resources.


IMAGE BANK: SEASONAL

INTERNAL AND CORPORATE USE

Style Guide Q2 - Pluris · be reversed out on a dark solid background or on an image (e.g., sky)....

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