Get Boostd Launch Plan

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Presentation for work on Boost Mobile loyalty rewards programs;

Presentation for work on Boost Mobile loyalty rewards programs;

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Transcript

  • 1.  
  • 2. Table of Contents
    • Background 3
    • Target Demographic 4
    • Objectives 5
    • Strategies 6
    • Concept 7
    • Launch Plan 8
    • Maintenance Plan 10
    • FUSE Services 11
    • FUSE Bio 12
    • Next Steps 13
  • 3. Background
    • FUSE presented a Loyalty Marketing Program to BOOST
    • BOOST bought into the ideas conceptually
    • BOOST requested that FUSE put together a top line “Launch and Maintenance Plan” for the core idea
  • 4. Target Demographic
    • Core Users:
      • Males & Females 14 – 25 years old
        • Urban, Action Sports, Tuner, Video Gamers
    • Non-Core Users:
      • Young, Fashionable & Hip Moms
        • Approve BOOST for their children’s use
  • 5. Objectives
    • Create awareness for BOOST brand
    • Drive incremental sales through
      • New Users
      • Existing Users increasing their usage
      • Getting consumers to switch their current provider
  • 6. Strategies
    • Create major and ongoing Loyalty Program
      • Creates awareness
      • Gets new people in the franchise because BOOST is always offering something
    • Create an emotional connection with brand
      • Utilize key likes from demographic/ psychographic profile to choose events, sponsorships, giveaways, etc.
    • Lifestyle orientation that broadens the prize structure beyond cash
      • Products
      • Experience
    • Capture & Build User database and individualized interests
    • Increase User spending on services & hardware
    • Drive User retention & loyalty
  • 7. Concept
    • GET BOOST’D
      • Major and on-going Loyalty Program that rewards Users at all points of participation
        • Idea is that Users either get CASH, lifestyle-oriented goods from tie-in partners or exclusive opportunities for attendance and participation
        • Users can get a lower value in cash than they can get in goods
    • How Does BOOST Stand Out?
      • BOOST stands out through having a Loyalty Program that speaks to Users
        • Build GET BOOST’D club offering Users/Members such benefits as discounts, downloads, exclusive access to lifestyle based programs and events
      • Users want cash...BOOST gives cash, Users want lifestyle-oriented products…BOOST gives lifestyle-oriented products, access and more…
        • Service
          • Based on a period of time, or utilization of a BOOST service credits are accrued
        • Hardware
          • Based on a period of time, or overall spend get money towards hardware
      • Above all, BOOST stands out by remaining committed to the program through advertising and promotion and running the program year-after-year…all Users will not know about the program when it first starts, but they will know about it through consistency of message
  • 8. Launch Plan FUSE Week of 5/15/2006 Develop Legal for Program FUSE Week of 5/8/2006 Present Media Plan - BOOST to provide input FUSE Week of 5/8/2006 Develop Plan for Member Communication and present FUSE Week of 5/1/2006 Develop Initial PR Plan and present - BOOST to provide strategic input BOOST/FUSE Week of 5/1/2006 Develop Copy Strategy BOOST/FUSE Week of 4/24/2006 Determine Media Support - BOOST must formulate a budget for media FUSE Starting week of 4/24/2006 and ongoing Partnership Development and Negotiation - BOOST to provide input on partners BOOST/FUSE Week of 4/24-2006 Ultimate Upgrade Sweepstakes / TBD - Plan and develop TBD Web Design and User Interface TBD/As needed Provide input on backend structure BOOST/FUSE Week of 4/17/06 Finalize Overall program ASAP Finalize Agency Agreement Responsibility Due Date Action
  • 9. Launch Plan (continued) BOOST/FUSE July 1 st Program Launch FUSE Week of 6/5/2006 Begin Development of Advertising FUSE Week of 5/29/2006 Develop means by which consumers can get goods - 1-800#, Mail-In, etc. - What they get for how much - Award Fulfillment FUSE Week of 5/29/2006 Present Advertising Concepts - TV, Radio, Print, Online, etc. - Events - Promotion FUSE Week of 5/22/2006 Begin Execution of Program Creative FUSE Week of 5/15/2006 Present Program Design/Creative - Includes BOOST premiums if necessary - Includes Member Booklet - Within this presentation, FUSE will have specifics on building the database, how consumers opt-in, etc. FUSE Week of 5/15/2006 Begin Media Placement Responsibility Due Date Action
  • 10. Maintenance Plan FUSE Quarterly Quarterly Reports FUSE Semi Annual Booklet Updates FUSE Quarterly Club Member Communication FUSE TBD – as needed Promotions and Events FUSE Ongoing – as needed PR FUSE Ongoing Media Planning and Buying FUSE Ongoing Creative Design and Development FUSE Ongoing Partnership Development and Negotiations -BOOST is always bringing the consumer new things FUSE Ongoing Overall Program Management RESPONSIBILITY DUE DATE ACTION
  • 11. FUSE Services
    • The following areas represent but are not limited to the scope of services that will be provided by FUSE in the development and management of the BOOST Loyalty Rewards Program:
    • Overall Concept & Development
    • Overall Program Design
    • Overall Program Management & Tactical Execution
    • Partnership Development, Negotiation & Management
    • Quarterly Reports
    • Premium Development & Management
    • Advertising Conceptual & Execution
    • Media Planning & Buying
    • Events & Production
    • Award Fulfillment
    • All aspects of Club Member Communication
    • Promotion Development & Management (i.e., Sweepstakes, Retail Promo’s, POS, etc.)
    • Sponsorship Negotiation & Activation
    • Endorsement relationship development & negotiation
  • 12. FUSE – The Agency
    • FUSE is a marketing services agency specializing in the creation of programs to generate incremental sales opportunities for clients.
    • FUSE applies consumer and marketplace understanding to strategy development and tactical execution and works hand-in-hand with all stakeholders to ensure efficient and effective marketing programs.
    • Services include concept & design, merchandising, licensing, endorsements, studio/label alliances, mobile/ interactive marketing, product placement, product sampling, event production, on-premise execution, market research, sweepstakes, prize packages and fulfillment.
    • FUSE is uniquely qualified to manage the GET BOOST’D program for BOOST Mobile. FUSE will help to deliver a new relationship to your audience through the incorporation of promotional partners to build a true lifestyle play for the BOOST brand.
  • 13. NEXT STEPS
    • BOOST to review and respond
  • 14. Contact Jeremy Stephan Office: 323.871.9900 Cell: 310.968.0409 [email_address]