DIRECT MARKETING AND MAIL FUNDAMENTALS LESSON PLAN BY MODULE

Transcription

1 DIRECT MARKETING AND MAIL FUNDAMENTALS LESSON PLAN BY MODULE Student: Undergraduate Business (Marketing) Junior/Senior Content Area: Direct Marketing and Mail Modules: Five Modules Module 1 - Market Research and Customer Insight The objective for this module is to build on the basic market research skills that marketing students have learned in fundamental marketing classes and apply these skills to a real world project. Specifically, prepare a report and class presentation using library databases, media and internet based information. Classes and assignments include: Conduct market assignment research visit with librarian Consumer insight brainstorming and ideation workshop Presentation of marketing research Lecture: Direct Mail: pending Lecture: Prospecting List Buying and Selling Fundamentals: PowerPoint presentation provided by USPS that discusses how to get the names and addresses of individuals you want to mail. Also included a walk through example of a campaign from concept to analysis. (26 pages). Pace approx. 50 min. A. Identify secondary data sources materials to support client marketing objectives and develop a research plan: Customer demographics and psychographics Customer persona Customer narrative Market trends, needs and wants Competition B. Identify primary market research methods to support client marketing objectives and develop a research plan: Focus groups Surveys In Depth Interviews (IDIs) C. Create brainstorming and ideation workshop D. Present research Plan

2 How do we conduct market research? What is difference between secondary and primary research? What data do we have in the library? What I Wish I Knew (WIWIK)? Where do I start How do I identify actionable data? Create a WIWIK worksheet and complete in class Brainstorm ideas Decide on which ideas can be supported by research Identify resources, data mining, conduct interviews, decide what is actionable Write report and practice presentation Provided Resource: Library Research Guide for Secondary Market Research Workshop: Addressing the Issue, Information Gaps Workshop- Creating Personas Lecture: Prospecting List Buying and Selling Fundamentals Lecture: Direct Mail Video: Perceived Ownership & Touch (3:24) Video: The Making of a BMW M Print (3:02) Video: How the Medium Shapes the Message (4:59) Guest speaker: University librarian Guest speaker: Local business/company Module 2 - Direct Marketing Fundamentals The objective for this module is to introduce students to the fundamental principles of direct marketing and mail building on their fundamental skills gained in Introductory Marketing classes. A. Lecture: USPS, Advertising Market Overview & DM Role: PowerPoint presentation provided by USPS that discusses the marketing landscape, share new research of millennials in the mail, and unveil the types of technology that can be integrated with mail. (41 pages) pace approx. 1.5h

3 B. Lecture: Direct Marketing: PowerPoint provided by Freedom Graphics that identifies 8 principles for successful direct marketing from having a clear objective to evaluating success by life time value. (25 pages) Pace approx. 50 min. C. Lecture: Direct Mail: pending What is difference between direct marketing and other marketing and media channels and strategies? What is its value to B2B and B2C? What are components of a mailing campaign? What is the 40/ 40/ 20 rule? What do I measure and how do it do it? What are the components of a mail piece? How do I go from ideas to mail piece? How to create business and creative strategy Review Irresistible Mail Report on your initial reactions to Irresistible Mail Continue to review Irresistible Mail Report on any additional reactions to Irresistible Mail Irresistible Mail Kit Lecture: USPS, Advertising Market Overview & DM Role Resource- Mail Service Provider (MSP) Terminology Video: Systems at Work ( Lecture: Direct Marketing Guest speaker: Mail Service Provider Module 3 Direct Mail Analytics The objective for this module is to understand the data needed to accurately measure the success of a marketing campaign and apply these skills to a real world project.

4 Classes and assignments include: Lecture: Direct Mail Math: PowerPoint presentation provided by Bentley University that has the mathematical formulas most commonly used in analyzing campaigns. (10 slides). Pace approx. 30 min. Lecture: Prospecting List Buying and Selling Fundamentals: PowerPoint presentation provided by USPS that discusses how to get the names and addresses of individuals you want to mail. Also included a walk through example of a campaign from concept to analysis. (26 pages) Pace approx. 50 min. Workshop part 1 - RFM Analytics for Direct Marketing: PowerPoint provided by Precision Dialogue teaches a way to create RFM analysis using excel features such as LOOKUP and Pivot tables. (21 slides). Pace approx 1.5h. This presentation is accompanied by Workshop 2- Raw Data Analyze sample data Homework: Find a list that meets your target audience Lecture: Direct Mail Math Lecture: Prospecting List Buying and Selling Fundamentals Workshop part 1 - RFM Analytics for Direct Marketing Workshop part 2 - Raw Data Guest speaker: Direct Mail Analytics Module 4 - Connecting Direct with Digital The Irresistible Mail material beautifully demonstrate the latest digital technologies and how they can work hand in glove with mailing campaigns. Students are digital natives and this module builds on students knowledge and experience with digital tools and technologies that connect the paper-based world with online and digital experiences. A. Lecture: Direct Marketing: PowerPoint provided by Freedom Graphics that identifies 8 principles for successful direct marketing from having a clear objective to evaluating success by life time value. (25 pages) Pace approx. 50 min. B. Lecture: Informed Delivery. Create Once. Connect Everywhere: PowerPoint provided by USPS teaching about a new USPS service that shows digital images of the exterior mailpieces that are being delivered to your mailbox that day. They

5 explain the benefit this has to marketers and how they can leverage this in an integrated campaign. (24 slides) Pace approx. 50 min. C. Lecture: Amplifying Direct Mail: PowerPoint provided by BlueSoHo a semesters worth of content condensed into one presentation addressing today's marketing environment; direct mail technology trends and what it means to the marketer; how to attribute single channels in a multi-channel campaign. (98 slides) Pace approx. 1.5h D. Lecture: How Brands are Capitalizing on Programmatic DM: PowerPoint provided by Pebble post designed to introduce the first new channel since Search & Social and even more powerful. Learn about a platform that transforms real-time online activity into dynamically rendered, personalized direct mail. (13 slides) Pace approx. 20min How do we integrate the following into a direct mail campaign? web sites social media augmented reality programmatic advertising QR codes Each team member to develop 1 idea to use the technology in a campaign Team to decide on digital integration plan that can be supported by research, customer objectives and campaign goals. Develop ideas for plan Irresistible Mail Kit Video: Ikea (1:20) Video: PebblePost Lecture: Direct Marketing Lecture: Informed Delivery. Create Once. Connect Everywhere. Lecture: Amplifying Direct Mail Lecture: How Brands are Capitalizing on Programmatic DM (PowerPoint) Guest speaker: Programmatic Mail

6 Module 5 - Creating a Team-based, Real World Direct Marketing Plan and Campaign Using key learnings students will develop detailed and integrated Direct Mail and Digital Marketing Plan and Campaign for a real world client. Students will present their final campaign and creative ideas to marketing partners who participated in class, the client(s) and faculty. A. Workshop - Performance and measurement guidelines B. Workshop - Team formation & contracts C. Presentation/Workshop - Client presentations of objectives D. Lecture: Direct Mail Inside the Envelope: PowerPoint presentation provided by McCann that discusses the value of direct mail and how to create an effective campaign using digital and mail. (25 slides) Pace approx. 50 min E. Presentation of final plan and creative F. Worksheet: Integrated Springboard Template How do we create a high performing team? What is a Team contract? What is a Non-Disclosure Agreement (NDA)? What are our questions for the client? What have we learned from the client? What are components of a direct mail plan and campaign? How to create an effective presentation Review plan how does it connect to goals, research and objectives Complete NDA Complete Team contract Work on campaign ideas and sections of plan Complete Direct Mail and Digital Plan Create campaign concepts Real World Project Tool Kit Team Formation Guidelines Team Agreement NDA Sample Template Lecture: Direct Mail Inside the Envelope Video: Ikea (1:20)

7 Video: PebblePost Worksheet: Integrated Springboard Template Tools: Integrated Springboard Example Direct Mail and Digital Marketing Plan Template 360 Peer Evaluation Template Grading Rubric Example Guest speaker: Local business/company