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LeasePlan Case Study - Contact Strategy

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Case Study of Integrated Communication Campaign used BBN Contact Strategy. Pripadova studie komunikacni kampane s nazvem "Poznejte vyhody operativniho leasingu".

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LeasePlan Case Study - Contact Strategy

  1. 1. LeasePlan ČR campaign analysis spring/summer 2009
  2. 2. Target group potentional customers Communication in steps Contact Strategy – communication channels Outputs 1. Telemarketing updating Report and updated database of contacts 2. Direct mailing Direct response through microsite. Contact to sales rep. 3. Sales promotion Consumer prize competiton / Microsite 4. Microsite Logon statistics 5. Active telemarketing Report and contact data for sales reps. 6. E-newsletter Direct links. 7. PPC format on the web Web campaign
  3. 3. Samples of the campaign
  4. 4. Direct mail Get acquainted with the real advantages of operating leasing
  5. 5. Personalized number plate Entry to personalized microsite
  6. 6. Microsite Personalized www page on www.uspora.eu
  7. 7. DB module On-line access to and statistics of the database
  8. 8. Banner www.leaseplan.cz
  9. 9. E-newsletter / May
  10. 10. E-newsletter / June-July
  11. 11. Ad layout
  12. 12. Summary, facts and deadlines Telemarketing updating – 14.4. – 29.4. 2009 Testing operation of DB module, Microsite Campaign launch 1.5. 2009 – Microsite + web PPC banners Direct mail dissemination – 2 waves (7.5./20.5.) Active telemarketing - 22.5 - 17.6. 2009
  13. 13. Database summary and selfmailer Database telemarketing updating 3005 firms Direct mailing I. wave 500 firms Direct mailing II. wave 665 firms Total number of mailed items 1165 firms
  14. 14. Total campaign summary  120x request for a personal meeting  35x request for price quote  113x request from prospective customers for a personal meeting in the future
  15. 15. Microsite Access Breakdown, source Google Analytics Visits Total 18 661 New visitors 17 027 Repeat visitors 1 635 Visits without immediate escape 5 399 Average number of viewed pages Total 1,85 New visitors 1,83 Repeat visitors 2,02 Visits without immediate escape 3,94 Time spent on page Total 00:00:39 New visitors 00:00:36 Repeat visitors 00:01:05 Visits without immediate escape 00:02:14
  16. 16. Contact MARCO / BBN Czech Republic, www.marco.eu Contact person: Pavel Marek, project manager

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