Vsp Vision Care | SHRM 2025 PRESENTATION STRATEGY

VSP Vision care needed a 60-minute SHRM conference session that would feel different from the compliance-heavy or product-focused presentations HR leaders are used to seeing. The goal was to use findings from the 2025 Vision Health Report to start a more human conversation about benefits engagement, access, behavior change, and workforce trust.

My role was to lead messaging strategy and copy development from early concept through client-ready talk tracks. I helped shaped the narrative arc, speaker flow, live audience poll, small-group prompt, and fireside-style script for two expert speakers with different communication styles.

Instead of treating vision care as a benefits checkbox, the presentation framed it as a signal: whether the benefits employers offer actually match how employees live, make decisions, delay care, and decide whether they feel supported.

Project type

Conference presentation strategy, fireside chat scripting, speaker flow, audience engagement, thought leadership narrative

Audience

HR leaders, benefits decision-makers, and workplace health stakeholders attending SHRM.

Content strategy challenge

The session needed to use the 2025 Vision Health Report as more than a data source, and instead turn report insights into a conversation HR leaders could recognize, discuss, and apply to their own benefits strategy.

My approach

My role sat at the intersection of content strategy, executive messaging, audience engagement, and live experience design. I worked closely with the art director to make sure the narrative, slide hierarchy, visual pacing, and supporting assets shared the same goal: helping HR leaders recognize a familiar problem in a new way.