FARMINGTON HILLS, Mich.—With the Michigan economy still severely impacted by the recession, a new management team at 11-store Co/Op Optical Vision Designs, based here, is working hard to attract more traffic to the 50-year-old chain.

In December, Jackee Smith, the company’s president and chief executive officer, left Co/Op Optical after nearly 30 years; she had started with the chain as a receptionist.

Now running the chain as interim president, CEO and chief operating officer is Ben Edwards, a 25-year Co/Op Optical veteran who was previously executive vice president of retail operations and sales. In addition to Edwards, the management team now consists of Ted Winiarski, who continues as chief financial officer; Melvin Evans, executive director of IT and marketing/sales; Valerie James, executive director of accounting; and Matt Groen, executive director of administrative services.

Co/Op Optical’s sales were “soft” in April and May, so the chain has increased its promotional efforts, Edwards told VM. “We’re being very aggressive in going after business,” he said. Marketing strategies include special programs aimed at college students and church groups, as well as an increase in the discount offered to seniors 55 and older; that discount, formerly 10 percent, is now 30 percent. ■ ■