ADV 420 Final Presentation

1. Rogers Wireless
Communications Digital
Strategy
By Dennis Spillane

2. Background
 Founded in 1960 by Ted Rogers as a radio broadcasting
channel which has since been turned into a coverage
media and communications powerhouse.
 Rogers business slogan is they are Canada’s number 1
wireless communications provider.
 Rogers along with its communications via its own
broadcast television and radio channels offers services
such as wireless cell phone service, high speed internet,
cable television, and home phone.

3. Target Audience
 Young Canadian business professionals
 Why?
 This audience is tailored to Rogers message of being the leading
wireless provider for Canada
 Young people are constantly on the go
 They don’t have time to stay in one place(like at a desktop)
 They need to stay connected while on the go
 Through channels such as text, email, social media, phone and
internet

4. Big Idea
My big idea for Rogers Wireless Communications is that
they implement an app on every phone they issue with
their service on it that has connections to their social
media and also the ability to check your accounts for
TV, messaging, email, bills and internet.
This one all purpose app will eliminate the 8 they
current offer on the app store and also allow people
to check the social media accounts.

5. Metrics and KPI
App downloads
Monitoring app usage
Clicks and Click throughs
Customer reviews of the app
Social Media followers
The time line to determine the success of they features
of this app will be six months so that it is not too late to
know that the app needs changes and upgrades

6. Budget
Rogers would put aside $1,000,000 for the app and
development
Then another $50,000 for maintenance and upgrades
Then $40,000 to measure metrics and and send out
customer service surveys and produce results

7. Tools and Tactics
We will do paid advertising for the apps features on
the websites as well run commercials across Canada
promoting people using the app and highlighting the
features of the app and showing people using them on
the go.
The budget for these ads will be 2 million dollars due
to the fact that the budget to make an ad is around
30,000 dollars
The air space depending on frequency can cover the
rest as well as paid advertising.

8. Summary
The story of Rogers Wireless Communications’ new mobile
app that will be installed on every phone or tablet that
they provide service to is this.
 Currently Rogers has 8 applications available on the app
store along with multiple Twitter accounts.
 They also have Facebook, LinkedIn, and Google+.
 The big idea here is yes, while all of these platforms
they have are helping keep people wirelessly connected
there are too many to keep track of. The plan is to
implement a singular app that condenses all the features
on their current applications and ties in their social
media as well.

9. Summary
The app will be an all-purpose hub that allows consumers
the ability to monitor accounts and services, watch live
television wirelessly, email, message, view social media,
and pay bills.
 The app will be advertised by commercials and paid web
ads that highlight the apps features and show people
using them on the go.
 This will boost Rogers wireless sales due to the fact that
when people know there is an all-purpose app that can
manage all those features from that no other service
provider offers than they will be inclined to stick with
Rogers and upgrade their service or switch over from a
previous provider.

10. Sources
 https://www.rogers.com/consumer/home
 http://howmuchtomakeanapp.com
 http://www.rogers.com/business/on/en/smallbusiness/sh
op/wireless/apps/
 http://www.flurry.com/solutions/analytics