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Flying a plane is a little like creating a marketing plan; neither one works very well
when you guess.
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Stop!
Marketing Mission Statement/Objectives: To maximize ITC revenues by promoting sales of products
and services that are profitable and of value to our cooperative members.
To maintain positive relationships with our member to ensure customer loyalty and retention.
To provide public relations that enhance ITC’s reputation. To provide research and analysis to ITC management to
assist in maximizing our market share. To maintain positive relationships with ITC management
and other departments to encourage support and awareness of marketing and advertising plans.
To provide feedback that will monitor progress.
ITC Mission Statement:Our mission is to profitably achieve a service quality through
cost effectiveness that meets or exceeds membership’s expectations, yet better than the best offered by
competitors; and to offer total telecommunications, informational and video services that are innovative and
competitive.
Get away from phones and interruptions:
GOOD: A quiet conference room in your office building.
BETTER: Get out of the building – go to a meeting room across town.
BEST: Get on a plane and go somewhere fun.
1) Direct revenue gains achieved through on-going campaigns
to promote ITC services. These campaigns would be used toincrease penetration and overall revenues for ITC.
2) Non-monetary gains achieved by public relations and marketing events. These would be used for customer retention, to build image, and increase top-of-mind awareness.
Two types of marketing/advertising efforts to reach goals
List Services – set goals and strategies1) Vroom High-Speed Internet-Increase penetration (identify goal)-Strategy – Promote 4 times/year (direct mail)2) Best Seat Digital TV-Increase penetration (identify goal)-Strategy - Create holiday campaign (direct mail)3) FTTH (launching FTTH 4 exchanges/summer)-Send information letter – Coming Soon-Follow up with direct mail piece-Premiere Party
List Public Relations/Events
1) Bell Ringer-Redesign header-Magazine format (more white space)2) Tailgates (1 football game – 1 basketball game)-Can koozies/blinking necklaces for football-Foam fingers for basketball-Work with a school organization to provide food3) SD Marketing Conference-Create a theme-Save the date ducks-E-vites-Paint Cans
Measure Your Success
1) Track Individual campaigns2) Surveys3) Measure monthly goals4) Monitor churn
PLAN1) Prepare2) Leave3) Action4) Numbers
“Marketing with a plan is like flying first class with an itinerary and a tour guide – you know where you are going and now that you have a plan, you can relax and
enjoy the trip.”
Thank you for coming!
Kathy Weitala
Successful Marketing Program
It’s All About . . .
High Speed Internet
•Cooperative
•Located in Rice, MN
•Serve 5 Rural Communities
•4,600 access lines - 4,000 customers
•16 Employees
Company Stats:Company Stats:Company Stats:Company Stats:
Things have been a bit crazyThings have been a bit crazyThings have been a bit crazyThings have been a bit crazy
High Speed Internet
419 439 459 469 490 505 536 562 608 642 666 728 768 805 853
396 407 423 428 445 449 463 469 473 478 488 500 510 523 542
467 487 507 530 551 600 628 673 703 734 779 882
1395
815 897 935 954 999 1031 1081 1120 1154 1228 1278 1328
0
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Jul-0
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-06
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Feb
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7
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Nu
mb
er
of
Cu
sto
me
rs
Telephone High Speed CATV High Speed
Free T-Shirt + Speed
$19.95/3 Mo.
Keep it Simple:
Change Specials Quarterly
Advertising
WebsiteHandouts& Inserts
Newsletter
Internal Communication
Consumer Awareness
High Speed Internet that’s really fast!
Toys for Tots
Office MakeoverAlways look your best
Get help from an expertGet help from an expertGet help from an expertGet help from an expert
High Speed Internet
20% Savings
Bill Inserts & Handouts
Large Direct Mail Post Cards
Keep it Consistent
High Speed Internet Fast and FREE!
• Website
• Direct Mail
• Bill Inserts
• Advertising
Get Your Message Out There: Portable Signs
Buy Cheap Real Estate
Look for Opportunities
• Invested in T-Shirt’s as a thank you – great advertising
• Ask for help in spreading the news
Increase Speed Notice
Grand Prize
High Speed Internet
FREEfor a Year
Create Excitement . . .
Annual Meeting
Successful Marketing
Team Effort
• Monthly Employee Meetings
• On-line Bulletin Board
• Print Material
Benton Telephone Team
• Keep it simple – 90 day promotions
• Always look professional – even with a small staff or budget
• Keep your message consistent
• Get your message out there
• Look for opportunities to promote your product
• Create excitement
• Remember it’s a team effort
Joan MillerPolar Communications
TOC ConferenceMay 14, 2008
Customer vs. Employee Incentive
Customer IncentiveProduct = SecureIT Plus
Promotion = Free PC Clean Up and 1st Month Free
Dates = October 1 – November 30, 2007
Customer vs. Employee Incentive
Customer IncentiveAdvertising Costs / $4,769Newspaper Inserts = $1,428
Insertion Costs = $2680 (2 runs)
Bill Inserts = $261
Radio Ads = $400
Web Ad = $0
Cable Access Ad = $0
FSI - Newspaper
7,075 Inserted in 5 Weekly Newspapers for 2 weeks = 14,150 inserts
Bill Insert
Included in approximately 9,000 bills
Customer vs. Employee Incentive
Customer IncentiveTotal Sold = 35
Customer vs. Employee Incentive
Employee IncentiveProduct = SecureIT Plus
Promotion = $50 Gas Card for every 6 new SecureIT Plus Customers
Dates = Dec. 1, 2007 – January 9, 2008
Customer vs. Employee Incentive
Employee IncentiveAdvertising = None
Customer vs. Employee Incentive
Employee IncentiveTotal Sold = 69
Customer vs. Employee Incentive
Employee IncentiveTotal Sold = 691 CSR = $200
1 CSR = $150
2 CSR’s = $100
1 CSR = $50
1 CSR = $25
2 CSR’s = $0
Total Cost = $525
Customer vs. Employee Incentive
Employee Incentive
1 month promotion
Total Cost = $500
Total Sold = 69
Customer Incentive
2 month promotion
Total Cost = $4769
Total Sold = 35