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1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design and Olympic theme in mail packaging and logos. 2. Key targets for the campaign are identified as businesses sending large mail volumes and strategies include positioning the brand for consistency and setting smart objectives such as introducing a new service, achieving a 2% response rate, and becoming a leader in B2B delivery by 2012. 3. The project will measure the campaign's success based on a 1% response rate goal.
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1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design referencing the Olympics to target business customers.
2. Key aspects of the plan include researching the UK mail market and major providers, developing an idea around the Olympics and reliability to grab attention, and implementing a mail package design featuring the client and Olympics logos to build their image for business customers.
3. Metrics for measuring success include a 2% response rate, becoming a leader in B2B delivery by 2012, and achieving 1% response to the direct mail campaign.
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1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design and Olympic theme in mail packaging and logos.
2. Key targets for the campaign are identified as businesses sending large mail volumes.
3. Objectives include introducing a new mail service, achieving a 2% response rate, building a reputation for speed, low cost and reliability, and becoming a leader in B2B delivery by 2012.
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Coco-Cola held an advertising campaign at a university in China in 2006, where they had groups of students compete to be the best sales team by selling Coke on campus. With 20,000 thirsty students and temperatures reaching 30 degrees Celsius without air conditioning, the students used door-to-door delivery, prizes, coupons, and price promotions to drive sales of 20,000 bottles of Coke, generating 400,000 RMB in revenue for Coco-Cola. In addition to the financial benefits, Coco-Cola also received free delivery service, market research, a customer database, business plan assistance, and cheap labor from the student teams.
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1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design referencing the Olympics to target business customers.
2. Key aspects of the plan include researching the UK mail market and major providers, developing an idea around the Olympics and reliability to grab attention, and implementing a mail package design featuring the client and Olympics logos to build their image for business customers.
3. Metrics for measuring success include a 2% response rate, becoming a leader in B2B delivery by 2012, and achieving 1% response to the direct mail campaign.
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Coca-Cola ran an advertising campaign at a university in China in June and July 2006. They divided students into 3 sales teams to compete for the best sales. The campaign aimed to sell 20,000 bottles of Coke to thirsty students on a hot campus without air conditioning. Through door-to-door delivery, prizes, coupons, and price promotions, the students generated 400,000 RMB in revenue for Coca-Cola. In addition, the company benefited from increased brand reputation, free delivery and market research services from the students. The student who wrote this document learned a lot and expressed their love for Coke.
DM Group work
1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design and Olympic theme in mail packaging and logos.
2. Key targets for the campaign are identified as businesses sending large mail volumes.
3. Objectives include introducing a new mail service, achieving a 2% response rate, building a reputation for speed, low cost and reliability, and becoming a leader in B2B delivery by 2012.
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This document discusses several issues related to computer ethics and the consequences of widespread computer technology. It addresses the threats to computer systems from errors, natural hazards, and criminal activity. It defines computer crimes as those committed against computers or those using computers to enable other crimes. Specific threats discussed include viruses, theft of hardware/software/data, and using computers to facilitate traditional crimes. The document examines who may carry out computer crimes such as employees, outsiders, hackers, crackers, and professional criminals.
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Coco-Cola held an advertising campaign at a university in China in 2006, where they had groups of students compete to be the best sales team by selling Coke on campus. With 20,000 thirsty students and temperatures reaching 30 degrees Celsius without air conditioning, the students used door-to-door delivery, prizes, coupons, and price promotions to drive sales of 20,000 bottles of Coke, generating 400,000 RMB in revenue for Coco-Cola. In addition to the financial benefits, Coco-Cola also received free delivery service, market research, a customer database, business plan assistance, and cheap labor from the student teams.
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演讲
- 1. Direct Marketing Project Research - Ying Planner - Mor Account Manager - Claire Copywriter - Gullit Art Director / Designer - Michelle / Ai Presentation - Phoebe
- 3. 1. Research 2. Idea 3. Campaign 4. Measure
- 6. 1. Now 47 licensed operators --- mail services in Uk 2. Royal Mail --- the largest --- share more than 90% every year 60% mail --- B2C 27% mail --- B2B 10% mail --- C2C 3% mail --- C2B 3. 6% from 3% (2007) --- planned to change 1. Research --- Competition
- 7. Awareness Of All Big Mail Providers In Uk Royal Mail TNT DHL UK Mail DX Express ......
- 8. Role Of Mail Services In the mind of Companies
- 9. Rating Of all the Different Factors Considered Important Correct Collect Trust Reliability Billing ...
- 10. IDEA 100% PROMISE BREAK THE RECORDS
- 11. 2. Idea --- Target Audiences B2B / Logistic Managers Insurance companies --- ChoiceQuote Insurance Services Mail order companies --- Cavalier Mailing Services Ltd Independent school --- Automan Driving School Larger solicitor firms --- Beckett Solicitors Corporate organizations --- Daniel Gray Ltd B --- shifting large amount of m ail (100+) Who are they? What they want?
- 12. 2. Idea --- Grab Attention Olympic Conception Let’s break records Helping to deliver the London 2012 Games UPS is the Official Logistics& Express Delivery Supporter for the London 2012 Olympic &Paralympics Games.
- 16. SWOT Analysis Positioning Map Brand Consistency Smart Objectives 2. Idea --- Theories
- 17. SWOT
- 18. Positioning Map
- 19. Brand Consistency The company did well despite stiff competition --- Jim Casey ｴ s(the founder of UPS) strict policies Customer courtesy Reliability Round -the-clock service Low rates Best service and lowest rates. Smart Objectives Specific --- Introducing into the UK market mail service Measurable --- 2% of respond Achievable --- Brand awareness Relevant --- Building faster&cheaper&good delivery image Time bounded --- Becoming leader in B2B delivery (2012)
- 20. 3. Campaign --- Mail Pack
- 21. Design Idea... Baton We use the idea of relay race and baton to show the high speed and fluency of UPS service, in addition, this design can be related to 2012 Olympic Games. Outlook The golden and dark brown colors are used based on UPS logo to enhance the brand consistence, and the ribbon offers a dignified and fluent feeling as UPS is now focus on B2B which ask for a higher quality image and service. Logos Both the UPS and Olympic logo can be found at the top and the bottom of the baton.
- 24. 3. Campaign --- Budget
- 26. 4. Measure --- 1% Response
- 28. THANK YOU!!!