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Uploaded byTommy Weiler
Bell Design
PSW Communications is a major Canadian telecommunications company that provides broadband and communication services to residential and business customers. They aim to increase awareness of their small business solutions package among graphic design firms through an integrated marketing communications plan. This includes sponsoring an industry event, distributing brochures and postcards, and measuring effectiveness through returned response cards and event reception traffic. The goal is to increase awareness of small business solutions by 50% and purchase intention by 20% among the target market.
![Sponsorship Presentation [3]](https://cdn.slidesharecdn.com/ss_thumbnails/sponsorship-presentation3-1228183838564520-9-thumbnail.jpg?width=640&height=640&fit=bounds)
Bell Design
- 1. PSW COMMUNICATIONS Katie Pipe, Meaghan Poland, Kami Spasova and Tommy Weiler
- 2. Brand Summary •Founded in 1880 by Charles Fleetford Sise •Under Bell Canada Enterprises •Major Canadian telecommunication company •Provides comprehensive and innovative suite of broadband communication services to residential and business customers • “today just got better” • “keeping it simple for the client”
- 3. Product Summary Small Business Solutions: •Customizable package to adapt to business •Conferencing •Long distance •Protection •Wireless •Internet
- 4. Main Problem andSituation Main Problem: •Lack of awareness regarding small business packages •Lack of advertising
- 5. SWOT: Strengths • Wide range of products and services • Strong brand image • Numerous locations across Canada
- 6. SWOT: Weaknesses • Weak brand reputation • Customer service procedure • Competition has better offers
- 7. SWOT: Opportunities • Constant Technological Upgrades • Constant Security Upgrades • Large Customer Base
- 8. SWOT: Threats • Strong Competition •Rogers • Technological Upgrades • Hacking Risks
- 9. Target Market Analysis Target Market: • Graphic Design Firms • Creative Director • 2 or 3 junior designers
- 10. IMC Objectives •The plan will increase Bells small business solutions awareness by 50% in the graphic design business section. •The plan will increase Bells purchase intention by 20% amongst non-users within our market.
- 11. IMC Strategies Public Relations: Direct Marketing: •News Release •Brochure •Event Sponsorship •BRC •Press Party/Media Tour •Lift Memo •Post Card
- 12. News Release Targeted to : • Design Editors
- 13. Event Sponsorship PICA: Beyond the Un-convention •Hosted by the GDC •June 11th ,12th and 13th Toronto, Ontario CA Rogers Centre Key-note Speaker: Frank “ Shepard” Fairey
- 14. Event Sponsorship PICA: Beyond the Un-convention • Replica Design Boutique •Demonstrate how Bells small business solutions can be used •Gift: •Blue Sketch Pad •Blue Memory stick •Blue and Black sharpie fine liners •Brochure *press party*
- 15. Design Boutique • 3 rooms: •Lobby/Reception •Office •Conference room
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- 22. Conclusion • Kick start the plan by sponsoring Pica:2012 •Showcase the Small Business Solutions •Helps build awareness •Bundles, Demonstrations and Testimonials •Helps build targets purchase intentions How it will be measured: • BRC’s received back • Receptionist book at event.
- 23. Sources • https://businessapps.bell.ca/landing • http://mobilebusiness.bell.ca/ • http://www.bce.ca/?Locale=en_US • http://www.bell.ca/shop/Sb_Landing.page • http://www.bell.ca/shop/Sb_viewLob.page?lobId=internet • http://www.bell.ca/shop/Sb_viewLob.page?lobId=phone®ion=ON • http://www.bell.ca/shop/Sb_viewLob.page?lobId=television®ion=ON • http://www.bell.ca/shop/Sb_viewLob.page?lobId=website®ion=ON • http://www.csca.ryerson.ca/publications/covers/sic_codes.pdf