Get Boostd Launch Plan


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Presentation for work on Boost Mobile loyalty rewards programs;

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Get Boostd Launch Plan

  1. 2. Table of Contents <ul><li>Background 3 </li></ul><ul><li>Target Demographic 4 </li></ul><ul><li>Objectives 5 </li></ul><ul><li>Strategies 6 </li></ul><ul><li>Concept 7 </li></ul><ul><li>Launch Plan 8 </li></ul><ul><li>Maintenance Plan 10 </li></ul><ul><li>FUSE Services 11 </li></ul><ul><li>FUSE Bio 12 </li></ul><ul><li>Next Steps 13 </li></ul>
  2. 3. Background <ul><li>FUSE presented a Loyalty Marketing Program to BOOST </li></ul><ul><li>BOOST bought into the ideas conceptually </li></ul><ul><li>BOOST requested that FUSE put together a top line “Launch and Maintenance Plan” for the core idea </li></ul>
  3. 4. Target Demographic <ul><li>Core Users: </li></ul><ul><ul><li>Males & Females 14 – 25 years old </li></ul></ul><ul><ul><ul><li>Urban, Action Sports, Tuner, Video Gamers </li></ul></ul></ul><ul><li>Non-Core Users: </li></ul><ul><ul><li>Young, Fashionable & Hip Moms </li></ul></ul><ul><ul><ul><li>Approve BOOST for their children’s use </li></ul></ul></ul>
  4. 5. Objectives <ul><li>Create awareness for BOOST brand </li></ul><ul><li>Drive incremental sales through </li></ul><ul><ul><li>New Users </li></ul></ul><ul><ul><li>Existing Users increasing their usage </li></ul></ul><ul><ul><li>Getting consumers to switch their current provider </li></ul></ul>
  5. 6. Strategies <ul><li>Create major and ongoing Loyalty Program </li></ul><ul><ul><li>Creates awareness </li></ul></ul><ul><ul><li>Gets new people in the franchise because BOOST is always offering something </li></ul></ul><ul><li>Create an emotional connection with brand </li></ul><ul><ul><li>Utilize key likes from demographic/ psychographic profile to choose events, sponsorships, giveaways, etc. </li></ul></ul><ul><li>Lifestyle orientation that broadens the prize structure beyond cash </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><li>Capture & Build User database and individualized interests </li></ul><ul><li>Increase User spending on services & hardware </li></ul><ul><li>Drive User retention & loyalty </li></ul>
  6. 7. Concept <ul><li>GET BOOST’D </li></ul><ul><ul><li>Major and on-going Loyalty Program that rewards Users at all points of participation </li></ul></ul><ul><ul><ul><li>Idea is that Users either get CASH, lifestyle-oriented goods from tie-in partners or exclusive opportunities for attendance and participation </li></ul></ul></ul><ul><ul><ul><li>Users can get a lower value in cash than they can get in goods </li></ul></ul></ul><ul><li>How Does BOOST Stand Out? </li></ul><ul><ul><li>BOOST stands out through having a Loyalty Program that speaks to Users </li></ul></ul><ul><ul><ul><li>Build GET BOOST’D club offering Users/Members such benefits as discounts, downloads, exclusive access to lifestyle based programs and events </li></ul></ul></ul><ul><ul><li>Users want cash...BOOST gives cash, Users want lifestyle-oriented products…BOOST gives lifestyle-oriented products, access and more… </li></ul></ul><ul><ul><ul><li>Service </li></ul></ul></ul><ul><ul><ul><ul><li>Based on a period of time, or utilization of a BOOST service credits are accrued </li></ul></ul></ul></ul><ul><ul><ul><li>Hardware </li></ul></ul></ul><ul><ul><ul><ul><li>Based on a period of time, or overall spend get money towards hardware </li></ul></ul></ul></ul><ul><ul><li>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 </li></ul></ul>
  7. 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
  8. 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
  9. 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
  10. 11. FUSE Services <ul><li>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: </li></ul><ul><li>Overall Concept & Development </li></ul><ul><li>Overall Program Design </li></ul><ul><li>Overall Program Management & Tactical Execution </li></ul><ul><li>Partnership Development, Negotiation & Management </li></ul><ul><li>Quarterly Reports </li></ul><ul><li>Premium Development & Management </li></ul><ul><li>Advertising Conceptual & Execution </li></ul><ul><li>Media Planning & Buying </li></ul><ul><li>Events & Production </li></ul><ul><li>Award Fulfillment </li></ul><ul><li>All aspects of Club Member Communication </li></ul><ul><li>Promotion Development & Management (i.e., Sweepstakes, Retail Promo’s, POS, etc.) </li></ul><ul><li>Sponsorship Negotiation & Activation </li></ul><ul><li>Endorsement relationship development & negotiation </li></ul>
  11. 12. FUSE – The Agency <ul><li>FUSE is a marketing services agency specializing in the creation of programs to generate incremental sales opportunities for clients. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  12. 13. NEXT STEPS <ul><li>BOOST to review and respond </li></ul>
  13. 14. Contact Jeremy Stephan Office: 323.871.9900 Cell: 310.968.0409 [email_address]