ABC CA $ H i ntegrated Digital Marketing Plan Prepared by: Joey Barker August 17, 2011
OVERVIEW: Facts & Findings  <ul><ul><li>U.S. Payday Loan Market </li></ul></ul><ul><ul><ul><li>Perpetually declining store...
OBJECTIVES <ul><ul><li>Capture a larger share of the organically growing online market than currently owned by ABC Cash </...
AUDIENCE <ul><ul><li>“ ALICE” Market Segment </li></ul></ul><ul><ul><ul><li>( A sset  L imited,  I ncome  C onstrained, ye...
COMPETITION: Key Players <ul><ul><li>Brick & Mortar </li></ul></ul><ul><ul><li>Online Competitors </li></ul></ul>
Competitive Summary <ul><ul><li>VERY transactional-based </li></ul></ul><ul><ul><ul><li>Messaging, identity, voice, design...
THE ABC GAME PLAN:  Think Strengths, Not Weaknesses <ul><ul><li>Focus on web-savvy and e-Commerce adept 65% </li></ul></ul...
Key Strategic Actions for Positioning <ul><ul><li>Redefine Yourself </li></ul></ul><ul><ul><ul><li>Community-focused and r...
Content Strategy Overview
MESSAGING:  Behavioral Commerce <ul><li>Web Promotion & Loyalty Incentives </li></ul><ul><ul><li>ABC Building Blocks </li>...
User Purchase Process Purchase Experience Experiences  After-The-Sale Brand Loyalty & Evangelism Enters the Market Searche...
Market Entry & After-the-Sale  <ul><li>Buzz-Watch </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>Moni...
Market Entry & Brand Loyalty  <ul><li>Social Media Communication </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><...
Enters the Market <ul><li>Leveraging Online Media </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>Leve...
Enters the Market <ul><li>Widgets | Gadgets </li></ul><ul><ul><li>Description:  </li></ul></ul><ul><ul><ul><li>Create inte...
Enters the Market <ul><li>Podcasts </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>Create podcasts for...
Information Gathering <ul><li>Enhance Internal Search </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>...
Information Gathering <ul><li>Organic SEO & Paid Search </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><l...
Information Gathering & Brand Evangelism <ul><li>Mobile Device Support </li></ul><ul><ul><li>Description:   </li></ul></ul...
Information Search & Evaluates Alternatives <ul><li>Site-lets and Landing Pages </li></ul><ul><ul><li>Description:   </li>...
Evaluates Alternatives <ul><li>Guided Selling </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>Provide ...
Evaluates Alternatives <ul><li>Product Ratings & Reviews </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><...
Evaluates Alternatives <ul><li>Blog & Lifestyle Content  </li></ul><ul><li>( w/ open interaction, comments & real-time fee...
Evaluates Alternatives <ul><li>Customer Stories & Testimonials </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul...
Evaluates Alternatives & Purchase Experience <ul><li>User feedback program/surveys </li></ul><ul><ul><li>Description:   </...
Evaluates Alternatives <ul><li>Rich Media & Video Differentiators </li></ul><ul><ul><li>Description:   </li></ul></ul><ul>...
Evaluates Alternatives <ul><li>Enhance The ABC story </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>E...
PURCHASE DECISION | EXPERIENCE <ul><li>Regional Pricing Online </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul...
PURCHASE EXPERIENCE <ul><li>Loan Bundling </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Offer reduced ...
After-the-Sale <ul><li>Registration Follow-Up Email </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>Au...
After-the-Sale <ul><li>Click-to-Chat Customer Service </li></ul><ul><ul><li>Description:   </li></ul></ul><ul><ul><ul><li>...
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Sample Digital Strategy

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Sample Digital Strategy

  1. 1. ABC CA $ H i ntegrated Digital Marketing Plan Prepared by: Joey Barker August 17, 2011
  2. 2. OVERVIEW: Facts & Findings <ul><ul><li>U.S. Payday Loan Market </li></ul></ul><ul><ul><ul><li>Perpetually declining store count, loan volume, and revenue – since 2009 </li></ul></ul></ul><ul><ul><ul><li>Internet payday loans now an estimated 10% of overall market – and climbing </li></ul></ul></ul><ul><ul><ul><li>Stephens Annual Payday Loan Industry Report </li></ul></ul></ul><ul><ul><ul><ul><li>“… internet will eventually cannibalize store borrowers.” </li></ul></ul></ul></ul><ul><ul><li>ABC Cash </li></ul></ul><ul><ul><ul><li>Web-centric service provider </li></ul></ul></ul><ul><ul><ul><li>Strong sales growth in 2010 </li></ul></ul></ul><ul><ul><li>Customers (versus competition) : </li></ul></ul><ul><ul><ul><li>Less likely to be married, but more children on average </li></ul></ul></ul><ul><ul><ul><li>Fewer financial alternatives / resources, very little (if any) brand loyalty </li></ul></ul></ul><ul><ul><ul><li>50% of Loans = “New Addition to the Family” </li></ul></ul></ul>
  3. 3. OBJECTIVES <ul><ul><li>Capture a larger share of the organically growing online market than currently owned by ABC Cash </li></ul></ul><ul><ul><li>Penetrate the larger offline market and drive those consumers to ABC Cash online product </li></ul></ul>
  4. 4. AUDIENCE <ul><ul><li>“ ALICE” Market Segment </li></ul></ul><ul><ul><ul><li>( A sset L imited, I ncome C onstrained, yet E mployed) </li></ul></ul></ul><ul><ul><ul><li>Over 65% ages 25 – 64 (Majority = Increasingly web-savvy, e-Commerce users) </li></ul></ul></ul><ul><ul><li>Primary Loan Focus </li></ul></ul><ul><ul><ul><li>Housing, Child Care, Transportation, Health Care </li></ul></ul></ul>
  5. 5. COMPETITION: Key Players <ul><ul><li>Brick & Mortar </li></ul></ul><ul><ul><li>Online Competitors </li></ul></ul>
  6. 6. Competitive Summary <ul><ul><li>VERY transactional-based </li></ul></ul><ul><ul><ul><li>Messaging, identity, voice, design, transactional offers with no incentives or conversation </li></ul></ul></ul><ul><ul><li>Competitor Strengths </li></ul></ul><ul><ul><ul><li>The Big “Brick-houses” </li></ul></ul></ul><ul><ul><ul><ul><li>Brand recognition, store convenience, robust offerings, geographic penetration </li></ul></ul></ul></ul><ul><ul><ul><li>The E-Loaners </li></ul></ul></ul><ul><ul><ul><ul><li>Ease of use, convenience appeal </li></ul></ul></ul></ul><ul><ul><li>Traditional  Online Extension </li></ul></ul><ul><ul><ul><li>Advance America , Check into Cash and others adding online loans (Walmart strategy) </li></ul></ul></ul><ul><ul><ul><li>Same competitors now also digging deep into Social Media </li></ul></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><ul><li>Behavioral commerce & relationship-building, loyalty incentives, educational content, first-hand community involvement, bundling of common service needs </li></ul></ul></ul><ul><ul><ul><li>No competitor offers applications as social media app, nor incentives to join </li></ul></ul></ul><ul><ul><ul><li>Also have yet to offer clear mobile presence , with exception of location-based mapping </li></ul></ul></ul>
  7. 7. THE ABC GAME PLAN: Think Strengths, Not Weaknesses <ul><ul><li>Focus on web-savvy and e-Commerce adept 65% </li></ul></ul><ul><ul><ul><li>Pinpoint those who already buy most often, and earn their loyalty </li></ul></ul></ul><ul><ul><ul><li>Those over age 65 can then be influenced in the long-term by word-of-mouth </li></ul></ul></ul><ul><ul><li>“ Niche-to-industry standard” Approach </li></ul></ul><ul><ul><li>Maintain digital focus. And build on it. </li></ul></ul><ul><ul><ul><li>Active Social Media presence </li></ul></ul></ul><ul><ul><ul><li>Mobile applications & browsing </li></ul></ul></ul><ul><ul><ul><li>Online community to inform and interact with the target audience </li></ul></ul></ul>
  8. 8. Key Strategic Actions for Positioning <ul><ul><li>Redefine Yourself </li></ul></ul><ul><ul><ul><li>Community-focused and relationship based </li></ul></ul></ul><ul><ul><ul><li>Design, colors, visual vocabulary, iconography, tone, voice, overall identity compass (not “system” – that word does not fit into new relationship lexicon) </li></ul></ul></ul><ul><ul><li>Shy Away from Traditional Trappings </li></ul></ul><ul><ul><ul><li>Dollar signs in logo, transactional fonts and language, old-school “biz” phrases, and the like </li></ul></ul></ul><ul><ul><ul><li>Be yourself. </li></ul></ul></ul><ul><ul><li>Use Each Encounter to Create a Positive Brand Experience </li></ul></ul><ul><ul><li>Stay on the Offense </li></ul></ul><ul><ul><ul><li>Define the others for a change – transactional, fee fighters, etc. </li></ul></ul></ul><ul><ul><ul><li>Challenge the competition after defining yourself </li></ul></ul></ul><ul><ul><ul><ul><li>Relationships, tell a story, empathy, incentives, mobile / social integration, etc. </li></ul></ul></ul></ul>
  9. 9. Content Strategy Overview
  10. 10. MESSAGING: Behavioral Commerce <ul><li>Web Promotion & Loyalty Incentives </li></ul><ul><ul><li>ABC Building Blocks </li></ul></ul><ul><ul><ul><li>Lower significantly the acceptance qualifications with proof of intent to purchase (or down payment toward) of housing, child care, transportation, or health care </li></ul></ul></ul><ul><ul><ul><li>Partner with bodies like GMAC, hospitals, day cares, car dealerships – enabling ABC to pay directly to community service providers </li></ul></ul></ul><ul><ul><ul><li>Regional Twitter-based (or even direct referral) contest awarding a loan up to $1,000 family loan each month for most retweets, mentions, #FFs, etc. </li></ul></ul></ul><ul><ul><li>ABC Parenthood </li></ul></ul><ul><ul><ul><li>Reduced APR on school or child care-related loans </li></ul></ul></ul><ul><ul><li>“ The ABCs of Living Debt Free” </li></ul></ul><ul><ul><ul><li>Lifestyle blog and discussion community, promoting debt-free life through financial tips, APRs and rates, industry and competitor exploits, interactive feedback, etc. </li></ul></ul></ul>
  11. 11. User Purchase Process Purchase Experience Experiences After-The-Sale Brand Loyalty & Evangelism Enters the Market Searches for Information Evaluates Alternatives Buyer Decision
  12. 12. Market Entry & After-the-Sale <ul><li>Buzz-Watch </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Monitor online social media, analyze and report findings to ABC </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Improve reputation online, spot emerging trends, and proactively deal with issues </li></ul></ul></ul><ul><ul><li>Timeline: Ongoing </li></ul></ul><ul><ul><li>Owner: PR | Xchange Digital </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange Buzz-Watch monitoring; ABC eMarketing, Service, and PR involvement </li></ul></ul></ul>
  13. 13. Market Entry & Brand Loyalty <ul><li>Social Media Communication </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Build a Facebook page that includes an app where users can apply online </li></ul></ul></ul><ul><ul><ul><li>ABC personnel responding to online media mentions and issues </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Improve ABC’s reputation online, proactively deal with service issues </li></ul></ul></ul><ul><ul><li>Timeline: Ongoing </li></ul></ul><ul><ul><li>Owner: Client PR | Xchange Digital </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Dedicated person at ABC and/or agency contract; training from Xchange; input from Buzz-watch; ABC Service and PR involvement </li></ul></ul></ul>
  14. 14. Enters the Market <ul><li>Leveraging Online Media </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Leverage external online interactive content placements, financial partnerships, cross-promotion and ads </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase visibility of brand online, maximize value from online media placements </li></ul></ul></ul><ul><ul><li>Timeline: Ongoing; 4-8 weeks per placement </li></ul></ul><ul><ul><li>Owner: Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Client PR; digital strategy input from Xchange; rich media creative & production </li></ul></ul></ul><ul><ul><ul><li>Media TBD; Strategy input </li></ul></ul></ul>
  15. 15. Enters the Market <ul><li>Widgets | Gadgets </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Create interactive widgets/gadgets (ex: recipe box) to distribute via appropriate popular external networks (ex: iGoogle, My Yahoo!, etc.) </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase visibility of ABC brand online </li></ul></ul></ul><ul><ul><li>Timeline: 1 -2 months per placement </li></ul></ul><ul><ul><li>Owner: Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange eMarketing, digital strategy and development </li></ul></ul></ul>
  16. 16. Enters the Market <ul><li>Podcasts </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Create podcasts for communicating product and marketing messaging to younger segments and employees </li></ul></ul></ul><ul><ul><ul><li>Community and financial trends, advice, FAQ responses, promotion awareness, etc. </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase visibility of brand, facilitate education, maintain consistency of brand messaging </li></ul></ul></ul><ul><ul><li>Timeline: Ongoing </li></ul></ul><ul><ul><li>Owner: Xchange / PR </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>ABC eMarketing; PR; Sales; Product Management </li></ul></ul></ul>
  17. 17. Information Gathering <ul><li>Enhance Internal Search </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Improve search functionality on consumer site. Expand properties indexed; filtering and categorization of search results </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Enrich consumer experience online, shorten time needed to find relevant products, increase conversions </li></ul></ul></ul><ul><ul><li>Timeline: 2 months </li></ul></ul><ul><ul><li>Owner: Client eMarketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Agency development, eMarketing content management </li></ul></ul></ul>
  18. 18. Information Gathering <ul><li>Organic SEO & Paid Search </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Make website content more search-friendly and optimize for organic search </li></ul></ul></ul><ul><ul><ul><li>Reconstruct ABC Paid Search campaigns to effectively promote the brand online </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase web visibility, generate leads, capture market share, protect brand online </li></ul></ul></ul><ul><ul><li>Timeline: 4-6 weeks initial audit; ongoing </li></ul></ul><ul><ul><li>Owner: ABC eMarketing / Direct Marketing / Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange content audit; ABC content management </li></ul></ul></ul>
  19. 19. Information Gathering & Brand Evangelism <ul><li>Mobile Device Support </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Optimize website for users with mobile devices, creating a special version of the site that caters to the special needs of mobile browsing </li></ul></ul></ul><ul><ul><ul><li>Develop application (iPhone and Android) allowing users to gather info or apply for a loan using their mobile device </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Generate new leads, facilitate consumer conversations, increase visits to dealers </li></ul></ul></ul><ul><ul><li>Timeline: 6 –8 months </li></ul></ul><ul><ul><li>Owner: Agency & ABC eMarketing / development team </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange development and digital strategy input </li></ul></ul></ul>
  20. 20. Information Search & Evaluates Alternatives <ul><li>Site-lets and Landing Pages </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Landing pages and mini-sites to support new product/service introductions and key promotional messages </li></ul></ul></ul><ul><ul><ul><li>Fed via Email Marketing or Paid Search Campaigns </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Generate new leads, increase awareness of new offerings, boost website visits </li></ul></ul></ul><ul><ul><li>Timeline: 2 – 4 months </li></ul></ul><ul><ul><li>Owner: eMarketing / Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>eMarketing, Advertising </li></ul></ul></ul><ul><ul><ul><li>Agency, digital strategy and development </li></ul></ul></ul>
  21. 21. Evaluates Alternatives <ul><li>Guided Selling </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Provide support tool selection based on user preferences and priorities, making the process of selection easier and more efficient </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Streamline purchasing process, increase customer satisfaction. </li></ul></ul></ul><ul><ul><li>Timeline: 3 –4 months </li></ul></ul><ul><ul><li>Owner: ABC eMarketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Agency digital strategy and production; product marketing subject matter expert </li></ul></ul></ul>
  22. 22. Evaluates Alternatives <ul><li>Product Ratings & Reviews </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Allow users to have a voice by implementing ratings and reviews throughout the website, blog, and Facebook page </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase customer engagement, satisfaction and conversion rates </li></ul></ul></ul><ul><ul><li>Timeline: 3 –4 months </li></ul></ul><ul><ul><li>Owner: ABC eMarketing/ Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>BazaarVoice ratings tool </li></ul></ul></ul><ul><ul><ul><li>Xchange digital strategy and production; ABC PR support </li></ul></ul></ul>
  23. 23. Evaluates Alternatives <ul><li>Blog & Lifestyle Content </li></ul><ul><li>( w/ open interaction, comments & real-time feedback ) </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Convert existing lifestyle/info/cause-related internal site content to blog format </li></ul></ul></ul><ul><ul><ul><li>Add financial tips along with an ABCs of Living Debt Free Q&A section </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase customer engagement, showcase extensive lifestyle content more effectively, improve overall perception of the ABC brand </li></ul></ul></ul><ul><ul><li>Timeline: 3 –4 months </li></ul></ul><ul><ul><li>Owner: Client eMarketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange strategy and production; product marketing subject matter expert; content providers; eMarketing content management; ABC PR </li></ul></ul></ul>
  24. 24. Evaluates Alternatives <ul><li>Customer Stories & Testimonials </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Enliven content on website, blogosphere, and social media by soliciting and including customer stories and testimonials </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Increase customer engagement, embrace user-generated content, improve overall perception of the brand </li></ul></ul></ul><ul><ul><li>Timeline: 3 –4 months </li></ul></ul><ul><ul><li>Owner: Client eMarketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>BazaarVoice testimonials tool </li></ul></ul></ul><ul><ul><ul><li>Xchange digital strategy and production; client PR support </li></ul></ul></ul>
  25. 25. Evaluates Alternatives & Purchase Experience <ul><li>User feedback program/surveys </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Establish user feedback program with ongoing surveys and other poll metrics </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Improve purchasing process, decrease confusion, improve overall perception of the brand, increase conversions </li></ul></ul></ul><ul><ul><li>Timeline: 4 weeks initial, ongoing </li></ul></ul><ul><ul><li>Owner: ABC Direct Marketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Agency UX & Usability direction; Client eMarketing, Service and PR support </li></ul></ul></ul><ul><ul><ul><li>Ongoing rating / survey tool TBD </li></ul></ul></ul>
  26. 26. Evaluates Alternatives <ul><li>Rich Media & Video Differentiators </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Integrated rich media / online video focused on illustrating community outreach, promotions, incentives, forum and podcast features, differentiators, etc. </li></ul></ul></ul><ul><ul><ul><li>Online demos showcasing ease of application (internal & external - YouTube, etc.) </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Entice consumers, improve overall perception of the brand, increase conversions. </li></ul></ul></ul><ul><ul><li>Timeline: Ongoing; 4 -8 weeks per piece </li></ul></ul><ul><ul><li>Owner: Client Advertising / Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Client PR; digital input from Xchange; rich media creative and production </li></ul></ul></ul>
  27. 27. Evaluates Alternatives <ul><li>Enhance The ABC story </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Enhance brand story (ex: customer experience commitment stories </li></ul></ul></ul><ul><ul><ul><li>Interactive tools such as media bins (3 maximum), APR/rate/fee calculator, etc. </li></ul></ul></ul><ul><ul><ul><li>Financial tips, life-planning - Virtual tour of financial plans </li></ul></ul></ul><ul><ul><ul><li>“ Employee” blog (copywriter edited, or ghost-written) </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Improve overall brand perception, highlight key portions of the ABC story, differentiate brand from key competitors </li></ul></ul></ul><ul><ul><li>Timeline: 3 -4 months; ongoing </li></ul></ul><ul><ul><li>Owner: Client eMarketing / Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Agency, production, content providers; web content management; Client PR </li></ul></ul></ul>
  28. 28. PURCHASE DECISION | EXPERIENCE <ul><li>Regional Pricing Online </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Place regionalized APR / Rates / Fees online for ABC major loan segments </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Fulfill an oft-identified need, speed purchasing process, qualify potential leads </li></ul></ul></ul><ul><ul><li>Timeline: 6 weeks </li></ul></ul><ul><ul><li>Owner: Client eMarketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange digital strategy and production; ABC distributors </li></ul></ul></ul>
  29. 29. PURCHASE EXPERIENCE <ul><li>Loan Bundling </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Offer reduced fees and interest rates for multiple incentive loan applications </li></ul></ul></ul><ul><ul><ul><li>(Ex. Home down payment + Child Care, Transportation + Health Care, etc.) </li></ul></ul></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><ul><li>Encourage positive word-of-mouth, boost awareness, gain favorable brand recognition, and repeat business in each community </li></ul></ul></ul><ul><ul><li>Timeline: Immediate </li></ul></ul><ul><ul><li>Owner: Client marketing </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Agency-client synthesis to determine feasibility & profitability of each bundle </li></ul></ul></ul>
  30. 30. After-the-Sale <ul><li>Registration Follow-Up Email </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Automatic email inviting clients to explore blog and other ABC social channels. Functionality could also be used for other automatic mailings. </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Engage with users, convert offline customers to online, establish direct line of communication, improve customer service, increase overall brand perception. </li></ul></ul></ul><ul><ul><li>Timeline: 6 –8 weeks </li></ul></ul><ul><ul><li>Owner: ABC Direct Marketing/Xchange </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Xchange digital strategy and production </li></ul></ul></ul><ul><ul><ul><li>Client Direct Marketing support; ExactTarget </li></ul></ul></ul>
  31. 31. After-the-Sale <ul><li>Click-to-Chat Customer Service </li></ul><ul><ul><li>Description: </li></ul></ul><ul><ul><ul><li>Implement click-to-chat customer service on the ABC consumer site. </li></ul></ul></ul><ul><ul><li>Goal: </li></ul></ul><ul><ul><ul><li>Engage with the consumer, increase customer satisfaction, increase quality of service, increase overall perception of the brand and services provided. </li></ul></ul></ul><ul><ul><li>Timeline: 3 -4 months; ongoing </li></ul></ul><ul><ul><li>Owner: ABC eMarketing & Service / Agency </li></ul></ul><ul><ul><li>Resources: </li></ul></ul><ul><ul><ul><li>Chat tool TBD </li></ul></ul></ul><ul><ul><ul><li>Xchange digital strategy and production; ABC Customer Service support </li></ul></ul></ul>
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