Table of Contents. Conclusion Recommendations Measureables Advertising Plan to be handed in October 29, 2012.
|
|
- John Hart
- 6 years ago
- Views:
Transcription
1 Table of Contents Introduction:... 3 Mission Statement:... 3 Vision... 3 Objectives and Strategies... 3 Problem Statement... 4 Market background... 5 Market Analysis:... 5 Internal Analysis... 5 External Influences... 5 Competitive & Comparative Analysis... 7 Situational Analysis (SWOT)... 7 Strengths... 7 Weaknesses... 7 Opportunities... 7 Threats... 8 Research recommendations:... 8 Integrated Marketing Communication Plan:... 9 Target Market... 9 Top line goals:... 9 Brand Analysis & Recommendations... 9 Marketing Communications Mix Social Media/Online Promotions Plan Promotion Plan Public Relations Plan Conclusion: Recommendations Measureables Conclusion Advertising Plan to be handed in October 29, 2012.
2 Appendices Appendix A CWTA 2012 subscribers Appendix B CWTA 2011 subscribers Appendix C Competitor Analysis Rogers and TCC Appendix D Tactics, Timeline and Budget Appendix E - Wireless Subscriber and Revenue Market Share Appendix F Rogers Article Appendix G Public Analysis Chart 2
3 Introduction: Bell Mobility is a subsidiary of Bell Canada Enterprises (BCE), Canada's largest telecommunications company. Bell Mobility was actually the first in Canada to establish a cellular network and continues to provide consumers, businesses and organizations of all sizes with solutions to all their wireless communications needs through Bell Mobility, SOLO and Virgin Mobile Canada Mission Statement: To delight. Simply put, that s their mission: To delight customers with the products, services and customer support that Bell provides to customers every day. Vision To bring outstanding products and services that help with daily life; To provide products and services that are wanted by customers; To remember that technology can be fun, and excite with creative and useful new product innovations; To ensure that pricing information is presented clearly; To be helpful and courteous in the customer s dealings with Bell; To be accessible to customers through the medium of their choice, whether it be online, in-store or by phone. 1 Objectives and Strategies To be recognized by customers as Canada s leading communications company. Bell is making significant investments in developing and delivering the most innovative communications and media services to Canadians. In that way, we will continue to create value for our shareholders and rewarding careers for our team members, while ensuring we have the financial strength to fulfill our Bell Let s Talk charitable commitment to mental health and multiple sponsorship programs across the country. Our goal is focused around 6 Strategic Imperatives: Accelerate wireless Leverage wireline momentum Expand media leadership Invest in broadband networks and services Achieve a competitive cost structure Improve customer service 1 Source: 3
4 By executing these imperatives, we will continue to achieve our primary business objectives to profitably expand our customer base and grow revenues, operating income, free cash flow and return on our invested capital. Problem Statement Bell currently provides the largest wireless network coverage in Canada; however, it is currently only the second largest mobile provider in Canada. They are losing their subscriber base and market share major competitors as well as to new and accessible wireless providers. Bell Mobility would like to increase their numbers of new subscribers (new to the wireless network and from other existing providers) while retaining their current customers. Over a one-year period, Bell Mobility would like to increase their market share by 5%. They can achieve this by providing an incentive for customers to switch providers, providing competitive rate plans, as well as a referral incentive for existing customers. 4
5 Market background Market Analysis: In order to fully understand Bell s position in the market, it is first important to understand the wireless market as it stands for telecommunication s service providers (TSPs). According to the CRTC 2012 Communications Monitoring Report, there is currently a network provided to 99% of Canadians 2. The wireless market sector consists of three large facilities-based national wireless service providers (WSPs), and a number of smaller regional facilities-based WSPs. A number of new facilities-based WSPs have recently entered the wireless market sector whose mobile services are accessible to 55% of Canadians. There is, therefore, a constant growing market for new and existing WSPs. Bell Mobility is currently losing subscriber and revenue market share therefore needs a new incentive with which to attract new customers and keep their current ones. Internal Analysis Currently, Bell Mobility has a very strong and recognizable brand image. It is also the second largest mobile provider despite having the largest network coverage in the country. Even though Bell currently has two popular mobile provider subsidiaries, SOLO and Virgin Mobile Canada, through all three distributors, Bell Mobility offers a large range of products and services, and continues to be the first to provide new networks, such as the new 4G-LTE wireless networks. Bell has received criticism for its inconsistent customer service provided. Many customers find the need to cancel their contracts and switch to other providers, as they do not receive the service they desire and now have access to no-contract, competitive rates with other providers. External Influences Competitors: Bell s major competitors are Rogers and Telus, with increased market share being lost to new WSPs, such as Wind that offer no-contract, competitive, and often lower, plan rates Demographics: The number of new subscribers to mobile providers are constantly increasing Geographic: 2 Source: see Appendices A and B 5
6 Consumers looking for best rate plans to keep in contact with a large range of contacts located from coast to coast Social and Technological: With constant technological updates to smartphones, consumers are looking for the latest models Consumers are motivated by society to keep up to date with technology Consumers expect a high standard of customer service, especially over the phone Economic: Consumers are continuously financially motivated to find the best rates from mobile providers, especially in times of financial hardship Quite often, customers do not switch mobile providers due to expensive cancellation fees and phone balances with their current provider 6
7 Competitive & Comparative Analysis Bell Mobility offers a wide range of superphones, smartphones, and tablets at competitive rates. It also has the largest network coverage of all WSPs, covering nearly 97% of the population. However, Bell has now been knocked down to the number two position in subscriber and revenue market shares, closely followed by TCC. Bell has a very strong brand image, and is highly recognized by the public as a leading mobile provider. Bell must therefore offer a new incentive for customers to switch or newly subscribe to Bell s services. By offering a monetary incentive for customers to pay off their existing phone contracts, up to $180, Bell can then promote its large network coverage and first-rate products and attract these customers by giving them a way out of their constricting contracts. No other mobile company offers this type of incentive publicly. Furthermore, when advertising this promotion, new customers will be acquired by being shown the benefits of being a Bell customer. In order to retain current customers, they will be given an incentive to refer friends and relatives with other mobile providers and will receive free services, such as free voic and call display. Bell s two main competitors are: Rogers and Telus Communications Company (TCC) 3 Situational Analysis (SWOT) Strengths The most extensive wireless networks in the Canadian industry, with a footprint that covers 97% of the population An established leader of Canadian wireless and continuously innovating An unmatched line-up of superphones, smartphones, tablets Market outreach through subsidiaries such as SOLO and Virgin Mobile A unique, monetary incentive to switch over from existing providers or to become a new mobile user Weaknesses Serving Quality on the First-line Customer Service Retaining the commitment from customers to the company Opportunities Constant Technological Upgrades New and existing customer referral opportunities Building brand equity and reputation Retail outlets as areas to attract new customers 3 See Appendix C 7
8 Threats Strong Competition Rogers and TCC New up and coming wireless companies with lower rates and competitive phones, such as Wind, etc. Ensuring that customers coming from other companies legitimately owe money on their contacts or phones Research recommendations: Research Questions: In order to fully understand the targeted market, Bell Mobility must investigate certain questions, such as: What motivates customers to go with a specific mobile provider? What motivates customers to stay or to change mobile providers? If they are unhappy with their provider, how long would it take for them to switch to another provider? Would a monetary incentive make customers want to switch in order to cancel their current contract? What is most important for customers to receive from the mobile provider? The latest technology? Network coverage and reliability? Customer service? Competitive Rates? Understanding the answers to these questions, Bell would be able to come up with specific strategies and tactics in order to achieve their goal of increased market share. With numerous other providers offering the similar services and products, Bell must really target the most important needs of customers. Recommendations: In order to understand what customers with other providers want, it would be useful to find out the wants and needs of their current customers loyal. They can achieve this through and text blasts where customers can answer questions at their convenience. Telephone surveys and focus groups could also prove useful as you can get more qualitative and in-depth answers from customers. For the focus group, it would be ideal to have customers with other providers present. 8
9 Integrated Marketing Communication Plan: Target Market For Bell Mobility, their target market have three constituents: Customers with other mobile providers New customers to the mobile market Current customers All three constituents consist of very broad demographic and psychographic characteristics. In general, their target market includes people who are old enough to have a cell phone or buy one for another (such as a parent), and who are all financially motivated. Mobile customers are looking for the best deal and the best network. Bell must therefore attract new customers by offering them monetary incentives, such as a cancellation incentive with their current provider, and competitive rates for their mobile phone plans. Top line goals: To be recognized by customers as Canada s leading communications company. To attract new customers and existing customers with other mobile companies to switch over to Bell To increase subscriber and revenue market share To retain loyal customers Brand Analysis & Recommendations Brand Image: Very strong, and recognizable brand image Logo and colours blue letters, white background Brand Positioning: Positive: Seen as a leading communications company Known for large network coverage 9
10 Negative: Reputation for inconsistent customer service Seen as large corporation with a monopoly over the market Rates that are on the high-end Recommendations: In order for Bell to acquire new customers and to be seen as a reliable, customer-service oriented company, it must first continue to address first-line contact issues, in their retail stores and on the phone. Also, by offering new low-rates and a monetary incentive to switch over, customers will see the brand as one that cares for its customers and wishes to retain them. Marketing Communications Mix Marketing Objective: To increase market shares by 5% by acquiring new customers to the mobile service market and from existing mobile providers, and by retaining current customer loyalty Marketing Communications Objectives: Communicating pricing, product and service information clearly To be seen as the largest network provider with competitive rates and a commitment to customer service To inform customers that they will save money if they switch and have access to the largest network coverage Customers no longer need to feel as though they are restricted or constrained by their current cell phone contract Marketing Communications Strategies: 4 Social Media/Online Promotions Plan Online communication o Objective: To appeal to a wide-range demographic public o Strategies: Communication through Bell Mobility website Advertisements on social media, such as YouTube advertisements 4 See Appendix D Tactics, Timline and Budget 10
11 and Text message communication o Objective: To communicate to existing customers of new incentives (free addons) for referring family and friends that are with other mobile providers o Strategies: To send out and text message blasts at least once a month communicating referral incentives Promotion Plan Printed Media communication o Objectives: To reach out to new customers and customers with other providers and inform them that they will save money if they choose Bell Mobility as their provider o Strategies: Posters, billboards, advertisements, etc. to be put in locations, such as transit locations, where a wide-range of customers with see them 11
12 Public Relations Plan Introduction: Situational Analysis: The current situation for bell is a highly competitive market in which customers have no incentives to switch companies. Bell Mobility is one of Canada's "big three" mobile telecommunications providers, Rogers Communications and Telus Communications Company (TCC) being the other two. Although Bell Mobility provides the largest mobile network, it currently has the second largest amount of mobile subscribers, behind Rogers. 5 The plan is to attract existing customers with other providers by giving them an incentive to cross over and become Bell Mobility customers. One of the main barriers for customers to switch from any cell phone company are the cancellation fees and/or remaining balance on their contacts. We are proposing is to offer customers to pay off some or all of their remaining balance (potential up for $180.00) so that they will be able to cancel their existing contract. PR Audit: Internal Known for being the first new network provider (ex. The new 4G-LTE network) and latest phones, Bell currently offers a rebate for trading in old phones. The problem with this incentive is that it does not address the issue that most customers do not switch providers due to restrictive contracts. Bell has also been known for inconsistent customer service. In order to stay in line with their mission statement 6, Bell must focus on bringing excellent service that will match up to their impressive network coverage, and products and services that they offer. External There has been a vast amount of publicity made for no-contract, cheaper rate plans, from companies such as Wind, and Koodo 7. Although their networks have no comparison to Bell s network coverage, the public has increasingly switched over to these smaller WSPs. An analysis of Bell s rates and contract restriction policies is needed in order to compare to these providers. Public Perception 5 See Appendix A, B, E 6 See page 3 7 Koodo is a subsidiary of TCC 12
13 Bell Mobility is the most recognized wireless network service provider, and has the second largest amount of subscribers. It is known for its reliable network and as a leading Canadian company. Unfortunately, it has lost a lot of its appeal due to the perception of inconsistent customer service, and its focus on bringing new products as opposed to lowering prices to more competitive rates. Public Analysis Three key publics 8 that are targeted and affected by this plan are identified as follows: KP1: Customers with other mobile providers KP2: Customers new to the mobile market KP3: Current Bell Mobility customers Objectives The objective of this public relations plan is split into two objectives, the first addressed to KP1 and KP2, and the second addressed to KP3: The public relations objective is to have new customer acquirement increase by 5% over the span of one year through customers with other providers by providing the largest mobile network with competitive rates, the latest phones and monetary incentives. The public relations object is to increase the number of subscribers by a having an increase in the number of customers that retained and stay loyal to the company. This can be measured through a reduction in the number of lost customers by offering them an incentive to stay loyal and refer other customers. Strategies Message Strategy: To motivate customers to switch by informing them they will save money if they switch Bell has the largest network coverage in the country, which is worth the switch Bell offers great customer service and are there to help you get what you want Social Media Implement YouTube advertisements, Twitter accounts, and Facebook advertisements Revise website to include promotional advertisements 8 See Appendix G for a public analysis chart 13
14 Printed Media Use of posters, billboards, and advertisements on transit/in transit locations for a wide range of customers can be reached Advertisements in newspapers and magazines Conclusion: Objectives: To increase market shares by 5% by acquiring new customers to the mobile service market and from existing mobile providers, and by retaining current customer loyalty Communicating pricing, product and service information clearly To be seen as the largest network provider with competitive rates and a commitment to customer service To inform customers that they will save money if they switch and have access to the largest network coverage Recommendations Strategies: To appeal to a wide range of customers through social and online media and promotional (print) media Ensuring that key messages are conveyed to customers Reconfiguring the front-line of contact customer service with customers, ensure consistency Analyse consumer research to determine the needs and wants of mobile customers Implement new competitive rates Measureables This IMC plan will have reached its objective by the end of 2013 if there is an increase in subscriber and revenue markets shares by 5% The number of people acquired from other companies will be measure through a reduction in those companies market share figures Conclusion Bell Mobility is a widely known brand and company that Canadians have come to know as the provider of the largest and most reliable network. The reduction in market share over the years shows that there needs to be more accessible rates and other incentives to bring customers back. Consistent and reliable customer service is another essential in keeping customers loyal and referring their friends and family. 14
Marketing Plan: In the Bag Cleaners 1. Marketing Plan: In the Bag Cleaners. Josh Murphy. MGMT530 Marketing Strategies. May 6, 2012.
1 Marketing Plan: In the Bag Cleaners Josh Murphy MGMT530 Marketing Strategies May 6, 2012 Deb Stockman Southwestern College Professional Studies 2 Executive Summary In the Bag Cleaners is a professional
More informationMarketing Strategy. Marketing Strategy
Marketing Strategy A marketing strategy sets out in detail how your organisation will get your products or services in front of potential customers who need them. Trying to market your product or service
More informationDatabase and Direct Response Marketing
Database and Direct Response Marketing Chapter 11 11-1 Chapter Objectives 1. How can a marketing team match a database program with an IMC program? 2. What is meant by database-driven marketing communications?
More informationCommunication Consultancy A solutions driven company
BE THE SOLUTION Communication Consultancy A solutions driven company experience that makes a difference 2 Whether it is an inbound or traditional marketing requirement that you need, we are able to assist,
More information10 WAYS TO ATTRACT NEW PATIENTS AND KEEP THE ONES YOU HAVE
10 WAYS TO ATTRACT NEW PATIENTS AND KEEP THE ONES YOU HAVE WHITE PAPER 1 10 WAYS TO ATTRACT NEW PATIENTS AND KEEP THE ONES YOU HAVE Patients move. They change health plans. Some have a bad experience.
More informationIntegrated Marketing Communications Campaign Proposal For Cathay Organization s Loyalty Programme
Integrated Marketing Communications Campaign Proposal For Cathay Organization s Loyalty Programme 5/1/2015 Republic Polytechinc SHIONA OOSHA RAJ DINAH QISTINA BTE ROZAWI DAVINDER SINGH ODILIA TAN SI YUN
More informationEmily Lai BA 453. LEGO Case
Emily Lai BA 453 LEGO Case With the loss of its patent, numerous threats from rivals, and recent lawsuits, the notorious building-block toy maker LEGOs, must find a way to sustain its competitive advantage
More informationCase Study - Bierbrier Brewery
Case Study - Bierbrier Brewery BMKT 365 Kim Ngan Duong The Case of Bierbrier Brewery can be found at http://www.vaniercollege.qc.ca/businessadministration/official-case-challenge/sample-cases.php 1 The
More informationMarketing Methods and Tips
As a small business owner, it is your responsibility to gain new customers as well as win back those customers that you may have lost and also develop existing ones. YOU are personally responsible for
More informationATTRITION: THE SILENT KILLER
ATTRITION: THE SILENT KILLER Executive Summary: Attrition is a key metric in the security industry. Your rate of attrition directly impacts the health, profitability, and ultimate value of your security
More informationSTUDENT BUSINESS PLAN PART 1: THE CONTEMPORARY BUSINESS ENVIRONMENT
BUSINESS NAME STUDENT BUSINESS PLAN PART 1: THE CONTEMPORARY BUSINESS ENVIRONMENT What is the name of your business? Hint: When you think of the name of your business, make sure it captures the spirit
More informatione-comma E-commerce developer BM 01: Project planning e-comma e-commerce Developer BM 01: Project Planning
e-comma E-commerce developer BM 01: Project planning E-commerce developer BM 01: Project Planning Training Contents 1. E-commerce: Introduction to Product Planning 2. E-commerce Tools and Solutions 2.1.
More informationATB at a turning point ATB Financial Public Business Plan
ATB at a turning point ATB Financial Public Business Plan 2011-2015 Table of Contents Message from the President and CEO 2 A Unique Alberta Paradox 3 Dream 4 Goals 5 Strategy 7 Creating Value in our Lines
More informationAdvertising 8/20/2013 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION. Steps in Planning and Executing an Advertising Campaign
ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION Chapter 10 Advertising Any paid form of communication, delivered through media from an identifiable source, about an organization/product/service/idea
More informationMarketing Plan Checklist
MY BUSINESS GOALS GOAL 1: GOAL 2: BRANDING Is your overall image at its best? Does your logo or company collateral need updating to bring it into the 21st century? Can your target market relate to your
More informationOne Source for Reaching IT & Wireless Professionals worldwide. Media Kit
One Source for Reaching IT & Wireless Professionals worldwide. 2015 Media Kit One Source for Reaching IT & Wireless Professionals worldwide CWNP, founded in 1999, is the IT industry standard for vendor
More information1 01. Customer Acquisition vs. Customer retention: the big challenge The role of Retention Marketing in e-commerce
1 01. Customer Acquisition vs. Customer retention: the big challenge 3 02. The role of Retention Marketing in e-commerce 6 03. Refine Customer Experience and drive customer retention with these 7 tips
More informationSocial Media Audit Customer Name
Social Media Audit Customer Name Month 2016 Good Fair Poor Current Social Media Presence Facebook page is created and vanity URL is claimed Twitter account is created and vanity URL is claimed Google+
More informationISEM 2450 GROUP PROJECT WEB 2.0 APPLICATIONS
ISEM 2450 GROUP PROJECT WEB 2.0 APPLICATIONS CHEN Jianqi (10509003) FEI Hang (09050590) JIANG Xiangyi (09050426) LI Mengdi (09050396) ZHAO Li (09050531) Final Presentation Health and Beauty (Personal Care
More informationContents. Media Outlets Schedule. Data. Objectives. Budget Allocation. Audience Description. Evaluation. Alice Li Jose Tancuan Sydney Esensten
Media Plan Table of Situation 2 Media Outlets 10-12 Data 4 2010 Schedule 13 Objectives 6 Budget Allocation 14-15 Alice Li Jose Tancuan Sydney Esensten Audience Description Contents 7 Evaluation 16 ituation
More information...Let s talk business. Marketing the Product or Service
...Let s talk business Marketing the Product or Service Marketing & Sales The aim of marketing is to satisfy the needs of every customer as best you can, while making a profit. Market Research Your market
More informationHow to drive customer retention in e-commerce. 7 tips to transform your online business and thrive
How to drive customer retention in e-commerce 7 tips to transform your online business and thrive Table of Contents 1 01. Customer Acquisition vs. Customer retention: the big challenge 3 02. The role of
More informationFacebook Strategies And Profits
Facebook Strategies And Profits Instant FB Marketing Profits Using Facebook to get a business recognized online is very effective and easy to do. Facebook users range in the millions at any given time
More informationSmart Communications, Inc. - Strategic SWOT Analysis Review
Smart Communications, Inc. - Strategic SWOT Analysis Review Smart Communications, Inc. - Strategic SWOT Analysis Review Sector Publishing Intelligence Limited (SPi) has been marketing business and market
More informationHow-To Marketing Guide
How-To Marketing Guide STRONGER TOGETHER. How-To Marketing Guide 8 FOUNDATIONAL ELEMENTS OF A MULTI-CHANNEL MARKETING CAMPAIGN There are 8 Foundational Elements to Building a Multi-Channel Marketing Campaign
More informationCreating a winning Business Plan
Teacher: Lucia Gheorghiu COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Creating a winning Business Plan Dr. Lucia Gheorghiu 1 Overview This workshop covers all the components of a business
More informationCHAPTER 13 MARKETING MANAGEMENT
CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer
More informationDeveloping your brand
Developing your Brand 1 Introduction 2 What is your Brand? An invaluable asset in the battle for customers. The source of a promise to your consumer. The foundation of your marketing communication. A vital
More informationTHE NEW BRANDING IMPERATIVES
THE NEW BRANDING IMPERATIVES MSCOM Excellence-incommunications Lecture BMW, Dielsdorf Kevin Lane Keller Tuck School of Business Dartmouth College 1 My Textbooks 2 My Experience 3 The New Branding Imperatives
More informationMarketing Questionnaire
ecommerce Web Development Graphics Marketing Marketing Questionnaire Prepared by Zoe Ashby Contact: zoe@bwebsites.co.uk Document version: 1.0 Table of contents P.O.A. 1 YOU 2 Exectutive Summary 2 Marketing
More informationCompiled by: Shubhanshi Gaudani 1. Marketing Mix: Four marketing decisions needed for effective marketing of the product
Compiled by: Shubhanshi Gaudani 1 3. Marketing 3.3 Marketing Mix Business Studies, CIE IGCSE (0450) Marketing Mix: Four marketing decisions needed for effective marketing of the product Four Ps: The right
More informationSavannah College of Art and Design
Savannah College of Art and Design A CREA To a Romanian, it s simply a word for creative. For us, it s a description of everything we do. Everything in this book. Research can be creative, Marketing can
More informationMOBILE MARKETING VOL. 1
MOBILE MARKETING VOL. 1 TITLE: Ideas For Using Mobile Marketing For The Best Results Author: Iris Carter-Collins Table Of Contents 1 Ideas For Using Mobile Marketing For The Best Results 4 Making Mobile
More informationAn Executive s Guide to B2B Video Marketing. 8 ways to make video work for your business
An Executive s Guide to B2B Video Marketing 8 ways to make video work for your business [Video] Content Is King Companies that utilize video content to present their products and services can experience
More informationNew Wi-Fi Environments and emarketing Opportunities
New Wi-Fi Environments and emarketing Opportunities Wi-Fi and emarketing for the Retail and High User Density Environments The Future of WiFi Information Series The New Environments: Monetizing a Retail
More informationSOCIAL BUSINESS: AN ENTERPRISE GUIDE TO SOCIAL MEDIA
SOCIAL BUSINESS: AN ENTERPRISE GUIDE TO SOCIAL MEDIA It s been a few years now since social media first started gaining traction in business marketing. Things are a little different today than they were
More informationDEVELOPING A WINNING MARKETING PLAN
DEVELOPING A WINNING MARKETING PLAN SESSION OBJECTIVES Understand Marketing and definition Difference between sales and marketing The marketing mix Tools of promotion and determining which works best Online
More informationBusiness Plan Template (For a Start-up Business)
Business Plan Template (For a Start-up Business) Your Business Name ABN Number Address Line 1 Address Line 2 City, State Postcode Telephone Fax E-Mail 1/15 Table of Contents Table of Contents... 2 Executive
More informationACCESS TO MEDIA: Your One Stop Shop for All Things Advertising 2018 MEDIA KIT
ACCESS TO MEDIA: Your One Stop Shop for All Things Advertising 2018 MEDIA KIT Access to Media is an advertising and media buying agency offering clients creative marketing solutions to see real results
More informationLOCAL SEO WHITE PAPER
LOCAL SEO WHITE PAPER Making your brand famous in your location TABLE OF CONTENTS Introduction 00 Chapter I Managing Business Listings and Social Pages 01 Chapter II Optimizing Websites for Local Audiences
More informationCreating a Successful Employee Referral Program
White Paper Creating a Successful Employee Referral Program Studies show that employee referrals are the number one source of quality hires. Still, despite this knowledge, many companies struggle to implement
More information4 Easy Steps to Customer Loyalty. Easy Steps to Customer Loyalty
4 Easy Steps to Customer Loyalty The most important thing is that you start as soon as possible. As you better practice these, and carefully analyze the results, you can observe considerable increase in
More informationBrand Representation. Managing consistency across multiple platforms. Dave Wendland VP Strategic Relations
Brand Representation Managing consistency across multiple platforms Dave Wendland VP Strategic Relations Discussion Topics Expectations Retail realities Brand building Moving forward Wrap-up Capitalizing
More informationLOCAL SEO WHITE PAPER
LOCAL SEO WHITE PAPER Making your brand famous in your location TABLE OF CONTENTS Introduction 01 Chapter I Managing Business Listings and Social Pages 02 Chapter II Optimizing Websites for Local Audiences
More informationINTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS THE PLAN Overview of components of an integrated marketing communications plan By Rebecca L. Cooney, MSC Clinical Assistant Professor Washington State University 1.
More informationResearch In Motion Limited (RIM) - Financial and Strategic SWOT Analysis Review
Research In Motion Limited (RIM) - Financial and Strategic SWOT Analysis Review Research In Motion Limited (RIM) - Financial and Strategic SWOT Analysis Review Sector Publishing Intelligence Limited (SPi)
More informationMarketing & Communications
Marketing & Communications October 2016 Contents Before you begin Building a campaign Inbound v Outbound Public relations Social media Before you begin Determine your audience Members Swimmers Parents
More informationChannel Incentive Study B2B Technology Industry
Channel Incentive Study B2B Technology Industry A CCI Report CCI conducted a study in Q4 of 2010 to assess the utilization of various incentive program types and their relative importance and/or effectiveness
More informationThe Personnel e.bulletin
The Personnel e.bulletin May 2017 How to Build Your Talent Pool Prepared SESCO Management Consultants Looking for talent? The smartest employers, who hire the best people, develop a pre-qualified candidate
More informationwhat we do We live in a brandnew world Taking Control of Your Organization s Centre of Excellence for Public Sector Marketing
Taking Control of Your Organization s AFP Congress November 22, 2017 what we do Strategic marketing planning organizational branding social media online engagement social marketing sponsorship /partnerships
More informationMKT624 Brand Management Solved MCQs By
MKT624 Brand Management Solved MCQs By http://vustudents.ning.com 1. At the center of a brand s characteristics is the following: a. Identity b. Image c. Value d. None of the given options 2. Brand management
More informationWINNING THE BATTLE FOR TALENT IN BANKING. Current and Future Recruiting Strategies for Community Banks
WINNING THE BATTLE FOR TALENT IN BANKING Current and Future Recruiting Strategies for Community Banks BANKING ON THE RIGHT TALENT CORE Recruiting Practices for Community Banks A Note from JR Llewellyn,
More informationBelk for the Modern Southern Man
Belk for the Modern Southern Man Strategic Communication Plan Fall 2015 Becca Starkes, Grace Socash, Kaylin Foard Table of Contents Background................ pg. 2 Vision................ pg. 3 Objectives................
More information[Insert Business Name] Executive Summary [Insert tagline]
[Insert Logo] [Insert Business Name] Executive Summary [Insert tagline] Company Background Business Description: [Provide your business name, ownership structure, business type found in Sections 1.1-1.3,
More information2016 Audience Survey Results. Melissa Roberts
2016 Audience Survey Results Melissa Roberts melissar@pennwell.com 918.831.9727 1 2 Agenda A look at the Media Landscape Marketing Objectives Results from 2016 Audience Survey Best Practices Examples 3
More informationSS177: CSR Branding and Communication
SS177: CSR Branding and Communication SS177 Rev.001 CMCT COURSE OUTLINE Page 1 of 7 Training Description: The course provides participants with a clear overview of key concepts involved in managing and
More informationA PRACTICE BUILDERS white paper. 5 Video Marketing Ideas for Your Healthcare Practice
A PRACTICE BUILDERS white paper 5 Video Marketing Ideas for Your Healthcare Practice Video marketing has taken the Internet by storm. Online videos are proving increasingly valuable for driving patient
More informationLoyalty: Getting Back to Basics. Series 2 - The 7 Loyalty Programme Models. Engage Inspire Reward
Loyalty: Getting Back to Basics Series 2 - The 7 Loyalty Programme Models Engage Inspire Reward 7 Loyalty Programme Models Find the combination that works for you Introduction Although we are going to
More informationMARKETING STRATEGY QUESTIONNAIRE
MARKETING STRATEGY QUESTIONNAIRE The Marketing Questionnaire The Advantex Team would like to help you build your business by ensuring that the face you present to the world through your website, print
More informationVerizon Communications Inc. (VZ) - Financial and Strategic SWOT Analysis Review
Verizon Communications Inc. (VZ) - Financial and Strategic SWOT Analysis Review Verizon Communications Inc. (VZ) - Financial and Strategic SWOT Analysis Review Sector Publishing Intelligence Limited (SPi)
More informationIntroduction to Mobile Marketing
Introduction to Mobile Marketing Introduction to Mobile Marketing Lecturer: Richard Boateng, PhD. Lecturer in Information Systems, University of Ghana Business School Executive Director, PearlRichards
More informationDigital Brand Strategy. MKTG5605: Digital Brand & Product Management
Digital Brand Strategy MKTG5605: Digital Brand & Product Management February 15, 2017 Discuss (20 minutes) From reading Building a Brand Online, what are some of the key takeaways? Carnival Cruise Line
More informationCommunicating Customer Value: Integrated Marketing Communications Strategy
Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 14 Learning Goals 1. Know the tools of the marketing communications mix. 2. Understand the process and advantages of integrated
More informationSpotify s Budget, Media Objectives & Plan July 6, 2015 MKG 420 Professor Eric Harvey Provided by: The Dream Team Taylor Booher Mackenzie McGilvrey
Spotify s Budget, Media Objectives & Plan July 6, 2015 MKG 420 Professor Eric Harvey Provided by: The Dream Team Taylor Booher Mackenzie McGilvrey Renee Zgunda Jessica Sharkey Table of Contents I. Budget
More informationLEAD THE CHARGE IN THE NEW PARADIGM OF RETAILING
LEAD THE CHARGE IN THE NEW PARADIGM OF RETAILING Break away from old habits; It s not Dad s store anymore Charles Owen, Retail Consultant January 2014 Version 2.0 Agenda 1. The Paradigm Shift in Retailing
More informationTop 10 Retailer Wi-Fi Benefits
Top 10 Retailer Wi-Fi Benefits Retailers who haven t yet embraced Wi-Fi as part of their overall branding and customer service strategy run the risk of losing out to their competitors who have. Here are
More informationENTRY GUIDELINES. MARKies 2018 SINGAPORE
ENTRY GUIDELINES 1 INTRODUCTION The MARKies Awards is back for its second edition as standalone awards show to celebrate the most innovative, creative and effective campaigns or projects spanning Singapore
More informationStrategic Planning Considerations. Presented by: Bruce Maller
Strategic Planning Considerations Presented by: Bruce Maller Strategic and Business Planning How much time do you spend developing strategy or engaging in business planning? Strategic and Business Planning
More informationTIPS FOR MANAGING SOCIAL MEDIA
TIPS FOR MANAGING SOCIAL MEDIA SMS @ SMS FOR SMALL BUSINESSES SMS @ SMS @ @ NEWBERN CONSULTING SEDRIK NEWBERN SCOTT VENTURA NEWBERNCONSULTING.COM CONTENTS Introduction Focus First on the Social in Social
More informationDeveloping An Effective Marketing Plan. President Bouchard Communications Group bouchardcommunications.com
Developing An Effective Marketing Plan Presented By: Ann Bouchard President Bouchard Communications Group bouchardcommunications.com Is A Marketing Plan Necessary? Yes! And here s why... With an established
More informationBackground + Bio. Brand + Mission
Intro Background + Bio Name: Email: Brand/company name: Position within company: What type of brand, company, or organization is this? Why did you start this brand (or why do you work with this company)?
More informationIntegrating Marketing Communications to Build Brand Equity. Emran Mohammad
Integrating Marketing Communications to Build Brand Equity Emran Mohammad The New Media Environment Traditional advertising media such as TV, radio, magazines, and newspapers seem to be losing their grip
More informationIntegrated Marketing Communications. Lecture 1 - Introduction
Integrated Marketing Communications Lecture 1 - Introduction The Growth of Advertising and Promotion o Rapidly changing media environment = more difficult to reach and communicate with target audiences.
More informationBEST PRACTICES CONDUCTING A BRAND AUDIT
BEST PRACTICES CONDUCTING A BRAND AUDIT BELLWETHER FOOD GROUP, Inc. February, 2012 A brand audit is a 360 view of your brand from the perspective of the guest, the leadership team, the franchisees (if
More informationCreative Ideas for Your #BrooklynGives Campaign
Creative Ideas for Your #BrooklynGives Campaign August 1, 2018 What YOU want to get out of today Benefits of and strategies for participating in #GivingTuesday and #BrooklynGives Creative ways to reach
More informationGetting Past 3rd Base: The Small Business Branding Challenge
Getting Past 3rd Base: The Small Business Branding Challenge When you think about the brands that you purchase, what is it that makes you prefer one brand to another brand on the shelf? Ask this question
More informationNoise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions
Learning Objective 01 Chapter 13 Marketer Marketing Communications Messages that deal with buyer seller relationships Promotions - Communications Mix between buyers and sellers. Function of informing,
More informationChapter 10 - Direct Marketing and Sales Promotion
Chapter 10 - Direct Marketing and Sales Promotion Direct Marketing is the process by which organizations communicate directly with target customers to generate a response or transaction. Direct marketing
More informationadvertising x strategy
advertising x strategy basic element x campaign planning Advertising strategy = plan? Advertising strategy = plan? YES! An advertising strategy is a plan to reach and persuade a customer to buy a product
More informationThe Effectiveness of Social Media Marketing in Higher Education Institution
The Effectiveness of Social Media Marketing in Higher Education Institution Khairunnisa Aman, Norhayati Hussin To Link this Article: http://dx.doi.org/10.6007/ijarbss/v8-i9/4657 DOI: 10.6007/IJARBSS/v8-i9/4657
More informationELEVATE YOUR BRAND USING PROVEN PROMOTIONAL MARKETING METHODS FOR MAXIMUM ROI AND EFFICIENCY
HOW TO ELEVATE YOUR BRAND USING PROVEN PROMOTIONAL MARKETING METHODS FOR MAXIMUM ROI AND EFFICIENCY www.proforma.com/identibrands 602.888.0708 IdentiBrands ~ Powered by Proforma is part of a $500 Million
More informationAchieving Success in the Wireless Local Number Portability Marketplace
Achieving Success in the Wireless Local Number Portability Marketplace INTRODUCTION The Federal Communication Commission s (FCC s) November 2003 mandate to provide customers with wireless local number
More informationCOMMON TASK FOR ASSESSMENT (CTA) GRADE ECONOMIC AND MANAGEMENT SCIENCES TEACHER'S BOOK SECTION A. THEME: Global Warming and Sustainability
COMMON TASK FOR ASSESSMENT (CTA) GRADE 9 2008 ECONOMIC AND MANAGEMENT SCIENCES TEACHER'S BOOK SECTION A THEME: Global Warming and Sustainability Suggested Time: 4 hours 150 marks No of pages: 14 GRADE
More informationPlan & Create Brand Development Market Research Web Design & Development Mobile/App Design & Development
Plan & Create Effective marketing begins with strong assets and detailed strategies. By crafting, optimizing, and aligning every piece of collateral, thinking through all possibilities, and identifying
More information2019 Chapter Management Awards. CMA Manual
2019 Chapter Management Awards CMA Manual Contents Contents... 2 About the awards... 3 IABC1720 Strategic Framework... 4 CMAs at a glance... 4 About Chapter of the Year Award... 5 How to Enter... 5 Work
More informationLoblaw Companies Limited (L) - Financial and Strategic SWOT Analysis Review
Loblaw Companies Limited (L) - Financial and Strategic SWOT Analysis Review Loblaw Companies Limited (L) - Financial and Strategic SWOT Analysis Review Sector Publishing Intelligence Limited (SPi) has
More informationEngaging People. Driving Sales. May 2015 Vol. 5, Issue 5 RETAIL NEWS INSIDER
Engaging People. Driving Sales. May 2015 Vol. 5, Issue 5 RETAIL NEWS INSIDER Market Watch By Retail News Insider Historically, retailers and CPGs have focused on advertising and marketing efforts that
More informationM333: Marketing Communications Campaign Proposal
M333: Marketing Communications Campaign Proposal For CAT WELFARE SOCIETY Class: Team Members: 1. 2. 3. 4. 5. February 2015 2015 RP/CEC/M333/AY2014-15SEM2/CChar Page 1 All rights reserved 2015 Republic
More informationWalker Industries Marketing Plan Proposal for the Residential Market
Walker Industries Marketing Plan Proposal for the Residential Market INTRODUCTION Walker Industries was established in 1882, over a hundred years ago. It is a family owned business that went from producing
More informationChannel Mix: eharmony
Channel Mix: eharmony Social Media: Facebook and Twitter Based on our previous research on the digital media habits of our consumers, we have chosen two social networking sites to focus on as part of our
More information8 STEPS TO BREAK INTO THE LUCRATIVE NIGERIAN BUSINESS MARKET
8 STEPS TO BREAK INTO THE LUCRATIVE NIGERIAN BUSINESS MARKET A Special Report by Rita Okoye Table Of Contents Content Page Introduction 2 Define Your Marketing Solution 2 Align Your Message To The Nigerian
More informationTurning. Customer Data into Profits. A Whitepaper from ProcureData
Turning Customer Data into Profits A Whitepaper from ProcureData How well do you make use of the information in your marketing database? Are you achieving significant business growth by leveraging your
More informationTomAd - Business Plan
TomAd - Business Plan Corporate Venturing in Technology Sectors Prof. Anu Wadhwa TA: Bettina Bastian 20.12.2007 Executive Summary Nowadays time and information seem to be more important and valuable than
More informationPersonal Online Advertising Strategy
Personal Online Advertising Strategy Ryland M. Bacorn Prof. Hair & Prof. Barnes Online Advertising 0105.554.71/0535.525.70 February 10 0101011001010101010101010101010110010101010101010101 Page 1 0101011001010101010101010101010110010101010101010101
More informationThe ROI of Engagement Loyalty THE ENGAGEMENT LOYALTY PLATFORM
@Adriana thanks for sharing! We ve added 500 #MarriottRewardsPoints into your Marriott account. 1 Favorite Vacation day 1! #MyMarriottMoment The ROI of Engagement Loyalty Contents Introduction Greater
More informationMobile Marketing Vol. 2
TITLE: How To Be Successful With Regards To Mobile Marketing Author: Iris Carter-Collins Table Of Contents 1 How To Be Successful With Regards To Mobile Marketing 4 Tips For How To Use Mobile Marketing
More informationEXECUTIVE SUMMARY. Situation Analysis O.G.
Marketing Plan EXECUTIVE SUMMARY Wayne Enterprises produces quality and affordable set top boxes for its consumers. It uses a unique High/Low method to generate demand and retain market share. Wayne Enterprises
More informationBEST PRACTICES RESEARCH
2015 North American Mobile UC Enablement in Retail Customer Value Leadership Award Contents Background and Company Performance... 3 Industry Challenges... 3 Vertical Communications' Customer and Business
More informationEMPLOYER BRANDING AS A RETENTION STRATEGY
EMPLOYER BRANDING AS A RETENTION STRATEGY Mrs. Kruthika.s. Kumar [a] Abstract The term "employer branding" was first publicly introduced to a management audience in 1990, and defined by Simon Barrow, chairman
More information