St. Peter plans to enhance its email marketing strategy to boost sales of its pre-paid death care services, targeting both existing and prospective plan holders. The company faces challenges with lapsed payments, leading to account deactivation, and aims to leverage its customer database and website inquiries for leads. A budget of over P1 million is allocated for various marketing initiatives, including email blasts and print ads, to alleviate the financial burden of funeral costs for middle-class families.

1. St Peter Plans Email Marketing for the Living Karlo Magpayo Cielo Sonza Faye Matriano Twinkle de la Cerna

2. Business Overview

3. Company Background Pre-paid death care company with more than 250 chapels nationwide and 30 years of experience Products: Life plan Chapel Cremation plan

4. 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

5. Challenge Sales Opportunity loss: Lapsed payment leading to deactivation of account Sales Opportunity loss: Available customer database for prospecting without follow through

6. 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

7. Strategy Leverage online inquiries and opt-in for St Peter newsletters and updates

8. 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.

9. Campaign Presentation

10. Initial Budget P10,000 – Email blast P500,000 – Print Ads P500,000 – TVC in The Filipino Channel P1,010,000- TOTAL COST

11. 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

12. 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.

13. 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)

14. List Building Techniques Phase 1: Use customer database from St Peter website Phase 2: Devise opt-in for the policies of future plan holders

15. 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

16. Email Creative Embark on “peace of mind” campaign for customers Tagline – “May St Peter Life Plan ka na ba?”

17. Metrics Number of lapsed users year on year (increase in collection ratio) Sales from non-plan holders

18. 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