2. The Hispanic Commercial SMB strategy aims to increase the number of Hispanic customers in CT
by providing them with business bundles
• Double or Triple play
• With inclusion of Paquete Español
• Special offer for signing up
Residential opportunity
On April 12th, 2016 a strategy to increase Hispanic Commercial Business sales for the next 6
months was initiated
The Hispanic Commercial SMB strategy incorporates the following marketing efforts:
• Outbound Telemarketing
• Direct mail
• Guerilla Marketing
• Community Engagements
Our goal is to capture 5-10% of Hispanic business population throughout the state of Connecticut
• 593 - 1,187 SMB
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Marketing Strategy
3. Major Target Areas
14% of CT total population is Hispanic
• Total of 494,000 people
Top 10 Hispanic cities in CT
• Hartford
• Bridgeport
• New Britain
• Waterbury
• Meriden
• New Haven
• New London
• Stamford
• Danbury
Business Expos & Hispanic orientated events are areas we would like to target
• Outside cost will vary depending on event sponsorship packages
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4. Launch Strategy
Promotion efforts will consist of numerous methods already used by the company to acquire
customers.
• Step 1: DM
• Post cards will be sent out to SMB before being contacted via phone
• Step 2: Outbound Telemarketing
• A week after DM was sent out, Follow up calls will be made to businesses
• Interns will take charge making calls
• Future plans of using call center to generate higher call volumes
• Step 3: Commercial Flyers
• Translated to fit the needs of the Hispanic population
Once marketing efforts are completed, the following steps will be executed to close sales
• Call Center representatives will make follow up calls and finalize the sale with
customers
• Interns will follow up with businesses and input finalized leads into Take the Lead
• Once the lead is submitted, a sales representative will complete the transaction
• The generated list will be color coordinated in order to keep track of calls
• Red: Already contacted
• Green: Sale completed
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5. Timeline
• DM: May 23rd- September 7th
• Interns will be selecting only a few businesses to send DM out to weekly
• 100-200 promotional flyers will be sent
• OTM: April 12th – September 7th
• Summer interns will continue with this initiative
• Follow up phone calls will be made a week after DM was sent to business
• Calls centers will be involved later in the summer
• End of June once call center representatives are trained at Florida location
• Guerilla Marketing: May 23- September 7th
• Flyers will be distributed around highly populated Hispanic cities
• Example: YES tear sheets
• Local Hispanic Events: June – September
• Parades and Hispanic festivals begin in mid June and continue until the end Hispanic
Heritage Month (September)
• Mobile Retail Store will be used at these events for audience interaction
• D2D team & interns will be at these events
• Raffles, give always and collaborative events to attract public
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6. Examples of flyers & DM for use and translation
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New fliers that resonate to Hispanic SBO will be created and translated to promote
around the community. (Residential flyer used for an example)
