Digital Marketing   St Peters Plans
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Digital Marketing St Peters Plans

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This is an email marketing plan designed for St Peter Memorial Plans for a group project at the Ateneo Continuing Education Digital Marketing class.

This is an email marketing plan designed for St Peter Memorial Plans for a group project at the Ateneo Continuing Education Digital Marketing class.

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    Digital Marketing   St Peters Plans Digital Marketing St Peters Plans Presentation Transcript

    • St Peter Plans Email Marketing for the Living Karlo Magpayo Cielo Sonza Faye Matriano Twinkle de la Cerna
    • Business Overview
    • Company Background
      • Pre-paid death care company with more than 250 chapels nationwide and 30 years of experience
      • Products:
        • Life plan
        • Chapel
        • Cremation plan
    • Company Background
      • Pioneered value added services such as e-burol and e-libing
      COMPANY IMAGE: GMA/Mega-Manila: affordable, located in middle-class communities Provincial Areas: high-end, superior compared to mom-and-pop local funeral parlor
    • Challenge
      • Sales Opportunity loss: Lapsed payment leading to deactivation of account
      • Sales Opportunity loss: Available customer database for prospecting without follow through
    • Marketing Objectives
      • To increase sales via online/internet marketing
      • 1. Existing plan holders :
        • Improve sales collection
        • Generate incremental sales via upsell
      • 2 . Prospective plan holders:
        • Follow through on sales leads and book additional sales
    • Strategy
      • Leverage online inquiries and opt-in for St Peter newsletters and updates
    • Current Scenario
      • St Peter website garners inquiries and opt-in from internet users, consisting of existing plan holders and prospective customers without any plan yet.
      • St Peter has yet to embark on using the database for sending e-newsletter and other updates – hence, the opportunity for email marketing.
    • Campaign Presentation
    • Initial Budget
      • P10,000 – Email blast
      • P500,000 – Print Ads
      • P500,000 – TVC in The Filipino Channel
      • P1,010,000- TOTAL COST
    • Target Audience
      • Emily’s uncle passed away two years ago. The donations ( abuloy ) and family savings were not sufficient to cover the funeral services and caused the grieving family to be in debt.
      • Emily, an executive assistant in Makati with a 15-year tenure, swore to herself that she will set aside money for any emergency that will beset her immediate family, including death.
      BULL’S EYE TARGET MARKET
    • Consumer Insight
      • 1. Two things about death bring surprise: (a) timing of death and (b) expenses.
      • 2. In a middle-class home, with minimal savings, death expenses can add stress to the bereaved family.
      • 3. The burden of the funeral plan lies on the children, particularly those with a steady income.
      • 4. Policy holders pay on time at the start of the policy but later on forget to give payment, resulting in lapsed payment and forfeiture of plans.
    • Consumer Need State
      • CONSUMER NEEDS
      • Manage expenses for the funeral services
      • ST PETER’S ROLE
      • Offer life plan, chapel, and cremation plan
      • If family member is an OFW without a legal permit to come home during the time of death, OFW misses the wake and burial/cremation
      • Bring OFW to wake and burial/cremation via (e-burol and e-libing)
    • List Building Techniques
      • Phase 1:
      • Use customer database from St Peter website
      • Phase 2:
      • Devise opt-in for the policies of future plan holders
    • Email Marketing Customers Send e-mail blast to website customers Plan holders - Offer quarterly reminder for payment
      • Offer value added services:
      • a. e-burol
      • b. e-libing
      Non-Plan holders - Offer brochures, and if necessary, appointment with sales agent - Update with e-newsletter - Update with e-newsletter
    • Email Creative
      • Embark on “peace of mind” campaign for customers
      • Tagline – “May St Peter Life Plan ka na ba?”
    • Metrics
      • Number of lapsed users year on year (increase in collection ratio)
      • Sales from non-plan holders
    • Next Strategic Action
      • Sort through St Peter website customer database
      • Differentiate plan holders from non-plan holders
      • Design mail chimp with a creative agency for a creative handle
      • Test market to a few employees and gather feedback
      • Conduct email blast to plan and non-plan holders
      • Track sales via online marketing