Bt switcher campaign in brief v2

1. BT Switcher Campaign
Going after BT
Samuel Chatelain
Telecom Acquisition Campaign
Targeted Prospects
Created on 10 July 2014 – Last revised on 11 July 2014

2. BT Switcher Campaign Brief
Executive Summary
• Internal and external lead sourcing: capturing existing provider and CED – 30% qualified leads but risk on data
accuracy without validation
• Target audience: BT switchers’ attitude towards leaving BT?
– Hassle to switch
– Hope for better service/deals – BT’s failing to provide adequate service
– Simplifying billing
– Poor awareness of alternatives – BT’s brand market domination
• Leading USP (TBC): which Telecom tariff(s) or offer to lead on?
• Timing and estimated costs (TBC): e.g. 30 days prior to BT price increase in August?
• Call to Action:
– Primary goal: Sign-up to XLN Tariff by calling a Sales Free Phone
– Secondary goal: Subscribe to “XLN Savings Reminder” by submitting a CED and existing supplier
• Multi-channel Campaign:
– 3 touch point emails (i.e. inform, consider and decide stages)
– Landing page
– Inbound and outbound calls to sign up and switch
• Performance metrics (Target):
– Email marketing: CTOR (10%), Unsubscribe %, CTR (0.3%), CPL (£)
– Sales: Rate of follow-up contacts %, Win/Loss Ratio, Sales Conversion rate (40%)
– Campaign CVP Analysis: CLV (£), ROMI Ratio
• Campaign Communication Options
– Option 1 – Head-on approach: “Ditch BT Increase in August. Switch and Make XLN savings every day”
• Message 1: Ditch BT Increase in August. Switch to XLN Now. Don’t delay
• Message 2: Ditch BT. Switch to XLN Business Grade Broadband and Fixed Line! And Makes XLN Savings Everyday
• Message 3: Don’t be stuck with BT. Make XLN savings every Day. Switching Makes Business Sense.
– Option 2 – Consultative approach: “Impress your Accountant. Switch to XLN for over 30% cost savings”
• Message 1: Save over 30% by switching to XLN. Fun side of costs control and becoming a profitable business
• Message 2: Always cheaper than BT on XLN Business Broadband and Fixed Line Tariffs. Cut the small recurring costs and save over
30% by switching to XLN
• Message 3: Not disloyal to check alternatives when XLN provide unbeatable low-cost tariffs and the same service as other big names

3. Campaign Objectives in Brief
Audience and Leading USP
• Existing BT customers (XLN Non-customers)
• Estimated at 20K records (see lead sourcing)
• Audience attitude towards switching
– Why not switching?
• Risk of losing service
• Switching is a hassle
• Special deals can be misleading
• Minimal costs savings
– Why switching?
• Hope of better service
• Want to be treated as a business
• Simplified billing
• Better deals
– Why staying with BT?
• Perception of better value with current supplier
• Poor awareness of any alternatives
• BT’s network works – so what’s the point
• Leading Tariff/Offer: TBC (Telecom tariffs)
Desired Outcome
• Call to action
– Primary goal: Sign-up to a XLN Business
Telecom Tariff by dialling a Sales Freephone
– Secondary goal: Subscribe to “XLN Savings
Reminder Service” by submitting a Contract
End Date and Existing Supplier
• Target
– Delivery rate: 85%
– CTOR: 10%
– CTR: 0.30%
– CTR to SQL CR: 15%
– SQL to sales CR: 40%
• Estimated cost: TBC
– Copywriter hours x hourly rate (c£756+VAT)
– Lead sourcing costs
– Email sent x unit cost
– Outbound hours x hourly rate
• Timing: TBC (e.g. 30 days prior BT price
increase takes effect in August)

4. Communication Key Message:
“Ditch BT and Switch to XLN”
XLN Value Proposition
• BT is more expensive; XLN is cheaper
with many benefits
• XLN gives business customers priority
and ‘Xelerate’ their business
• XLN only service small business and not
residential consumers
• You don’t have to be with BT, you can
check cost-effective alternatives… Did
you know?
• Urban myths! BT has a better nation-
wide reach… Wrong: XLN customers
have access to the same network as BT
and TalkTalk
• XLN could save 900K BT SME customers
at least c£4 each – a total minimum
saving of £3.6m every month!
BT’s Market Position
• BT brand dominates the
telecom market as the leading
provider of voice and
broadband services to UK
SMEs and consumers
• BT is failing to provide
adequate customer service
• Compiling reasons for BT
customers to leave not
necessary based on price but
also on reliability and
simplicity

5. Lead Sourcing
Internal
• Existing data
– Losing provider records – historical
churn to BT (market to alternate
brand)
– Daily feed of BNB (Brand New
Business) file – 80% of new
businesses subscribe to BT
• Outbound campaigns
– Data capture (existing supplier and
CED)
– Dedicated lead generation
campaign
• Set up new team or repurpose
existing offshore campaign
• Average 100 contacts per day per
agent, 30% qualified leads
External
• Acquire lists from vendors
– 4k per month per vendor
(cost TBC)
– No quality guarantee
(accuracy of provider/CED)
– Risk of overlap with multiple
vendors, existing/churned
customer records
– Able to replicate campaigns
internally at lower cost and
greater efficiency

6. Multi-Channel Campaign
Email marketing and outbound telesales to drive sales conversation
(Inbound)
Outbound
Calls
Sign-up
Email 1 – Inform
Email 2 – Consider
Email 3 – Decide
Switch
Subscribe to “XLN
Savings Reminder
Service”
CTOR%
CTR%
Rateof
Follow-up
Contacts%
Unsubscribe%
CPL(£)
Win/Loss
Ratio
Sales
Conversion
Rate%
ROMIRatio
CLV(£)
Performance
Metrics

7. Option 1
Head-on Approach
“Ditch BT Increase in August. Switch and Make XLN savings every day”
First Message
• Ditch BT. Switch to XLN
business grade
broadband and fixed
line!
– XLN could save 900K BT
SME customers at least
c£4 each – a total
minimum saving of
£3.6m every month!
• See for yourself…
1. Switch Xpress
2. Upgrade to business
class
3. Get help quickly
when you need it
4. Big on small business
5. Cheaper than BT,
guaranteed
• …and make XLN savings
every day
– BT vs. XLN savings
calculator
Third Message
• Don’t be stuck with BT. Make
XLN savings every day.
– You don’t have to be with
BT, you can check cost-
effective alternatives with
XLN
• Keep the network and
engineers currently serving
your business…
1. Cheaper than BT,
guaranteed
2. Fast. Large. Reliable.
3. Great British service
from great British call
centres
4. Peace of mind promise
5. Plug and play
• …but for over 30% cost
saving.
– BT vs. XLN comparison table
• Switching makes business
sense.
– We will help you manage
the entire process of
switching on your behalf.
Second Message
• Ditch BT Increase in August.
Switch to XLN now. Don’t
delay.
– If you contracted with BT from
January to May 2014, the
Communications regulator Ofcom
allows you to leave BT free of
early termination charge
– Unlock even more savings and get
the best deal at the lowest price
with XLN
• How to avoid the increase (beyond the
price cap regulation)? To avoid the
increase you can:
1. Switch Xpress to XLN
2. Shop around for a cheaper
tariff… yet XLN Tariffs are
unbeatable
3. Ask BT if there's a cheaper
tariff… yet BT won’t have
better deals for you
• Make sure you act quickly
– You'll need to ask to change tariffs
before the price is increased.
• Switch and Make XLN savings every
day

8. Email
Sales FreePhone
 XLN Tariff Savers
 XLN Savings Reminder
Landing page
 Sales FreePhone
[XLN vs. BT Tariffs]
 Call to switch
Email Subject: Subscribe to XLN
Savings Reminder Service
Please tell us your renewal
DD-MM for our FREE reminder
service! We will contact you
nearer the time with our latest
offers!
Renewal date/month:
Existing provider:
Email
LandingPage
Email and
Landing
Page
Interactivity

9. Option 2
Consultative Approach
“Impress your Accountant. Switch to XLN for over 30% cost savings.”
First Message
Always cheaper than
BT on XLN Business
Broadband and Fixed
Line Tariffs
• Cut the small recurring
costs and save over
30% by switching to
XLN
• Guarantee cheaper
prices than BT
• Promise Switch Xpress
when you upgrade to
business class
• XLN bills are itemised
for taxation purpose
and tax return
Third Message
Check alternatives
and make XLN savings
every day
• Not disloyal to check
alternatives when XLN
provide unbeatable
low-cost tariffs
• Design exclusively for
small businesses
• Professional UK
support team
• ‘Plug and play’ and
peace of mind
promised when
switching to XLN
Second Message
Save over 30% by
switching to XLN
• Fun side of costs
control and becoming
a profitable business
• XLN help make big
savings to 130,000
small businesses…
• Same services as other
big names like BT plus
Fast. Large. Reliable.
• Resolve problems fast
and efficiently

10. Emails
Call to action
Sales FreePhone
 XLN Tariff Savers
 XLN Savings Reminder
Landing page
Business Broadband and Phone Line Tariffs
Contact Us & Help | My Account
Sales freephone
Customer Service Tel
| Home | Business Broadband | Business Phone Line | Products & Services | About XLN |
 Call me back
View this offer View this offer View this offer
Call to switch Call to switch Call to switch
[Connect] [Connect Plus] [Connect Max]
Email and Landing
Page Interactivity
Call me back
Thinking of Joining Us
Phone number:
Name:
 Submit
Email Subject: Subscribe to
XLN Savings Reminder Service
Please tell us your renewal
DD-MM for our FREE reminder
service! We will contact you
nearer the time with our latest
offers!
Renewal date/month:
Existing provider:

11. LandingPage
Emails