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.

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Digital Marketing St Peters Plans

  1. 1. St Peter Plans Email Marketing for the Living Karlo Magpayo Cielo Sonza Faye Matriano Twinkle de la Cerna
  2. 2. Business Overview
  3. 3. Company Background <ul><li>Pre-paid death care company with more than 250 chapels nationwide and 30 years of experience </li></ul><ul><li>Products: </li></ul><ul><ul><li>Life plan </li></ul></ul><ul><ul><li>Chapel </li></ul></ul><ul><ul><li>Cremation plan </li></ul></ul>
  4. 4. Company Background <ul><li>Pioneered value added services such as e-burol and e-libing </li></ul>COMPANY IMAGE: GMA/Mega-Manila: affordable, located in middle-class communities Provincial Areas: high-end, superior compared to mom-and-pop local funeral parlor
  5. 5. Challenge <ul><li>Sales Opportunity loss: Lapsed payment leading to deactivation of account </li></ul><ul><li>Sales Opportunity loss: Available customer database for prospecting without follow through </li></ul>
  6. 6. Marketing Objectives <ul><li>To increase sales via online/internet marketing </li></ul><ul><li>1. Existing plan holders : </li></ul><ul><ul><li>Improve sales collection </li></ul></ul><ul><ul><li>Generate incremental sales via upsell </li></ul></ul><ul><li>2 . Prospective plan holders: </li></ul><ul><ul><li>Follow through on sales leads and book additional sales </li></ul></ul>
  7. 7. Strategy <ul><li>Leverage online inquiries and opt-in for St Peter newsletters and updates </li></ul>
  8. 8. Current Scenario <ul><li>St Peter website garners inquiries and opt-in from internet users, consisting of existing plan holders and prospective customers without any plan yet. </li></ul><ul><li>St Peter has yet to embark on using the database for sending e-newsletter and other updates – hence, the opportunity for email marketing. </li></ul>
  9. 9. Campaign Presentation
  10. 10. Initial Budget <ul><li>P10,000 – Email blast </li></ul><ul><li>P500,000 – Print Ads </li></ul><ul><li>P500,000 – TVC in The Filipino Channel </li></ul><ul><li>P1,010,000- TOTAL COST </li></ul>
  11. 11. Target Audience <ul><li>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. </li></ul><ul><li>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. </li></ul>BULL’S EYE TARGET MARKET
  12. 12. Consumer Insight <ul><li>1. Two things about death bring surprise: (a) timing of death and (b) expenses. </li></ul><ul><li>2. In a middle-class home, with minimal savings, death expenses can add stress to the bereaved family. </li></ul><ul><li>3. The burden of the funeral plan lies on the children, particularly those with a steady income. </li></ul><ul><li>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. </li></ul>
  13. 13. Consumer Need State <ul><li>CONSUMER NEEDS </li></ul><ul><li>Manage expenses for the funeral services </li></ul><ul><li>ST PETER’S ROLE </li></ul><ul><li>Offer life plan, chapel, and cremation plan </li></ul><ul><li>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 </li></ul><ul><li>Bring OFW to wake and burial/cremation via (e-burol and e-libing) </li></ul>
  14. 14. List Building Techniques <ul><li>Phase 1: </li></ul><ul><li>Use customer database from St Peter website </li></ul><ul><li>Phase 2: </li></ul><ul><li>Devise opt-in for the policies of future plan holders </li></ul>
  15. 15. Email Marketing Customers Send e-mail blast to website customers Plan holders - Offer quarterly reminder for payment <ul><li>Offer value added services: </li></ul><ul><li>a. e-burol </li></ul><ul><li>b. e-libing </li></ul>Non-Plan holders - Offer brochures, and if necessary, appointment with sales agent - Update with e-newsletter - Update with e-newsletter
  16. 16. Email Creative <ul><li>Embark on “peace of mind” campaign for customers </li></ul><ul><li>Tagline – “May St Peter Life Plan ka na ba?” </li></ul>
  17. 17. Metrics <ul><li>Number of lapsed users year on year (increase in collection ratio) </li></ul><ul><li>Sales from non-plan holders </li></ul>
  18. 18. Next Strategic Action <ul><li>Sort through St Peter website customer database </li></ul><ul><li>Differentiate plan holders from non-plan holders </li></ul><ul><li>Design mail chimp with a creative agency for a creative handle </li></ul><ul><li>Test market to a few employees and gather feedback </li></ul><ul><li>Conduct email blast to plan and non-plan holders </li></ul><ul><li>Track sales via online marketing </li></ul>