Early CSPN 05 03

INTEGRATINGONLINE and OFFLINE MARKETING PROGRAMS: 

INTEGRATING ONLINE and OFFLINE MARKETING PROGRAMS Walt Disney World Orlando, Florida May 4-8, 2003 Coronado Springs Hotel Dan Early Ascedia, Inc. Marlene Byrne Celtic Marketing, Inc. PRESENTED BY:

About Us: 

About Us Ascedia, Inc. Full service interactive media agency focusing on delivering quality online products and information services to interested consumers. Celtic Marketing, Inc. Full service advertising agency focusing on providing a message to motivate the target audience. Strengths In Partnering: Consistent Brand Online and Offline Coordination Long-term Relationship

Internet Paradigm: 

Internet Paradigm Online Rules Recognize that the Internet is about opportunity and permission – the user controls the relationship. Anonymous Seek content they want When they want it Convenience vs. preference

Internet Paradigm: 

Internet Paradigm Success Within The Internet Paradigm Occurs When: Employ a coordinated multi-channel marketing program. Are active and committed. Focus on building and earning a relationship. Don’t broad-brush your online solutions. Focus on the unique value proposition for each market segment. Use Technology as an “enabler” of marketing communication and operations efficiencies. Goal is to influence, deliver value, but not control!

Traditional Media: 

Traditional Media Offline Rules Recognize that the market is flooded with information to the target audience. Cut through the clutter Provide simple differentiating message Inspire action Develop recognizable brand

Multi Channel Marketing Program: 

Multi Channel Marketing Program Web site is not an island Seamless brand experience Consistent messaging Web site is call to action – move beyond the brochure to providing value Traditional offers stronger pull strategy, Online offers stronger retention

College Illinois! Creative - Print: 

College Illinois! Creative - Print

College Illinois! Creative - Outdoor: 

College Illinois! Creative - Outdoor

College Illinois! Creative - Web: 

College Illinois! Creative - Web

Multi-Channel Examples – Pre-enrollment: 

Multi-Channel Examples – Pre-enrollment College Illinois! Pre-enrollment Program Issue Provide parents (primary purchaser) an ability to pre-enroll for contract purchases getting them into the program earlier so that they can become ambassadors of the program benefits to friends and family. Brief Develop integrated multi-channel marketing program to promote new online application and web functionality. Market – Parents

Multi-Channel Examples – Pre-enrollment: 

Multi-Channel Examples – Pre-enrollment College Illinois! Pre-enrollment Program Multi-channel Implementation: PR – Newsletter announcement of the new program, its benefits and value. Print,Radio,TV – Message out earlier in the market and “apply online” or web call to action. E-mail – Sent announcement to current contract holders that new application was available. Web Site – Front page promotion Viral – Allowed applicant to send guest access to friends and family to view pre-enroll applications as well as finalize purchase if so desired.

Pre-enrollment Creative: 

Pre-enrollment Creative

Multi-Channel Examples – Pre-enrollment: 

Multi-Channel Examples – Pre-enrollment Results Converted 63% of pre-enrolled applications. First month sales up 350% from previous year. Built new house list of pre-enrollees for email marketing and direct marketing programs in the future.

Multi-Channel Examples – Bears Promotion: 

Multi-Channel Examples – Bears Promotion College Illinois! Referral Program Issue Leverage friends and family relationships to create incremental marketing list to promote College Illinois! program. Brief We know from research that friends/family word of mouth and program promotion are key in creating new and incremental program purchases. 30% of contract purchasers are referred by friends and family. Market – Current Contract Holders Friends and Family

Multi-Channel Examples – Bears Promotion: 

Multi-Channel Examples – Bears Promotion College Illinois! Referral Program Multi-channel Implementation: TV – Chicago Bears TV Sponsor Print/DM – College Illinois! newsletter included Bears Promo announcement and BRC that could be filled out and returned. For each referral you gave, you got one entry into drawing for Chicago Bears NFL game tickets. E-mail – used to continue the referral program where print left off. Gave program life and wheels. Web Site – Front page promotion. Winners announced online so users would visit the site again. Viral – The entire program is viral based. The web site catered to the viral aspect by allowing you to refer friends online.

Referral Program Creative: 

Referral Program Creative

Multi-Channel Examples – Bears Promotion: 

Multi-Channel Examples – Bears Promotion Results Over 986 referrers Over 1,677 referrals Built new house list of referrals for email marketing and direct mail.

Multi-Channel Examples – Learning Legacy: 

Multi-Channel Examples – Learning Legacy College Illinois! Learning Legacy Program Issue Looking beyond the primary parents as a contract purchaser., Leverage grandparents as another source for contract purchases. Brief Develop integrated multi-channel marketing program with new creative to speak directly with grandparents about giving the gift of education. Market – Grandparents

Multi-Channel Examples – Learning Legacy: 

Multi-Channel Examples – Learning Legacy College Illinois! Learning Legacy Program Multi-channel Implementation: Direct Mail – Postcard delivered to grandparents announcing Learning Legacy program Print,Radio– New creative execution to speak directly to this audience. Web - Microsite – Developed separate microsite to deliver targeted messages and content. CI! Web Site – Front page promotion. Viral – developed new postcard and tell-a-friend applications for micro-site to allow the message of the “legacy program” to be easily shared. Benefits: Created certificates that added to the “legacy” program charm.

Learning Legacy Program Creative: 

Learning Legacy Program Creative

Learning Legacy Program Creative: 

Learning Legacy Program Creative

Learning Legacy Program Creative: 

Learning Legacy Program Creative

Multi-Channel Examples – Learning Legacy: 

Multi-Channel Examples – Learning Legacy Results Over 7.7% of applications were Grandparents.

Walk-A-Way Thoughts: 

Walk-A-Way Thoughts You must create a seamless experience with your brand and message regardless of touch-point. You must work to meet the expectation of each unique marketing channel. You must recognize that value within each channel might be different. Multi-channel success has a technology component.

Slide25: 

THANK YOU. Marlene Byrne Celtic Marketing, Inc. 5550 West Touhy Avenue Suite 202 Skokie, IL 60077 847.329.9424 marleneb@celticchicago.com Dan Early Ascedia, Inc. 310 E. Buffalo St. Milwaukee, WI 53202 414.225.9770 dearly@ascedia.com