Transcript TOC_08_AllThreeShows..

By Kathy Weitala- ITC
TOC – May 2008
Flying a plane is a little like
creating a marketing plan;
neither one works very well when
you guess.
Stop!
ITC Mission Statement:
Our mission is to profitably achieve a service quality through
cost effectiveness that meets or exceeds membership’s
expectations, yet better than the best offered by competitors;
and to offer total telecommunications, informational and video
services that are innovative and competitive.
Marketing Mission Statement/Objectives:

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To maximize ITC revenues by promoting sales of products
and services that are profitable and of value to our
cooperative members.
To maintain positive relationships with our member to ensure
customer loyalty and retention.
To provide public relations that enhance ITC’s reputation.
To provide research and analysis to ITC management to
assist in maximizing our market share.
To maintain positive relationships with ITC management and
other departments to encourage support and awareness of
marketing and advertising plans.
To provide feedback that will monitor progress.
Get away from phones and
interruptions:

GOOD: A quiet conference room in
your office building.

BETTER: Get out of the building – go
to a meeting room across town.

BEST: Get on a plane and go
somewhere fun.
Two types of marketing/advertising efforts to reach goals
1) Direct revenue gains achieved through on-going campaigns
to promote ITC services. These campaigns would be used to
increase penetration and overall revenues for ITC.
2) Non-monetary gains achieved by public relations and
marketing events. These would be used for customer
retention, to build image, and increase top-of-mind
awareness.
List Services – set goals and strategies
1) Vroom High-Speed Internet
-Increase penetration (identify goal)
-Strategy – Promote 4 times/year (direct mail)
2) Best Seat Digital TV
-Increase penetration (identify goal)
-Strategy - Create holiday campaign (direct mail)
3) FTTH (launching FTTH 4 exchanges/summer)
-Send information letter – Coming Soon
-Follow up with direct mail piece
-Premiere Party
List Public Relations/Events
1) Bell Ringer
-Redesign header
-Magazine format (more white space)
2) Tailgates (1 football game – 1 basketball game)
-Can koozies/blinking necklaces for football
-Foam fingers for basketball
-Work with a school organization to provide food
3) SD Marketing Conference
-Create a theme
-Save the date ducks
-E-vites
-Paint Cans
Measure Your Success
1) Track Individual campaigns
2) Surveys
3) Measure monthly goals
4) Monitor churn
PLAN
1) Prepare
2) Leave
3) Action
4) Numbers
“Marketing with a plan is like flying first
class with an itinerary and a tour guide
– you know where you are going and
now that you have a plan, you can relax
and enjoy the trip.”
Thank you
for coming!
Kathy Weitala
Successful Marketing Program
It’s All About
High Speed Internet
...
Company Stats:
• Cooperative
• Located in Rice, MN
• Serve 5 Rural Communities
• 4,600 access lines - 4,000 customers
• 16 Employees
Things have been a bit crazy
High Speed Internet
2500
$19.95/3 Mo.
2000
Telephone High Speed
445
449
473
428
469
407
423
463
396
642
853
419
536
608
805
490
562
768
469
505
728
459
666
439
Sep-07
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
523
Aug-07
510
542
500
Jul-07
488
478
Jun-07
882
May-07
Jan-07
Dec-06
Oct-06
Sep-06
Aug-06
Jul-06
Jun-06
May-06
0
Nov-06
500
815
Apr-07
779
703 734
673
600 628
530 551
507
487
467
1120 1154
1031 1081
999
954
897 935
1395
1278 1328
Mar-07
1000
Free T-Shirt +
Speed
1228
Feb-07
1500
Apr-06
Number of Customers
3000
CATV High Speed
Keep it Simple:
Change Specials
Quarterly
Newsletter
Advertising
Website
Consumer
Awareness
Internal
Handouts
& Inserts
Communication
High Speed Internet that’s really fast!
Toys for Tots
Always look your best
Office Makeover
Get help from an expert
High Speed
Internet
20% Savings
Bill Inserts & Handouts
Large
Direct
Mail
Post
Cards
Keep it Consistent
• Website
High Speed Internet
Fast and FREE!
• Direct Mail
• Bill Inserts
• Advertising
Get Your Message Out There:
Portable Signs
Buy Cheap Real Estate
Look for Opportunities
Increase Speed Notice
• Invested in T-Shirt’s
as a thank you –
great advertising
• Ask for help in
spreading the news
Create Excitement . . .
Annual Meeting
Grand Prize
FREEYear
for a
High Speed Internet
Successful
Marketing
Team Effort
• Monthly Employee Meetings
• On-line Bulletin Board
• Print Material
Benton Telephone Team
• Keep it simple – 90 day promotions
• Always look professional – even with a
small staff or budget
• Keep your message consistent
• Get your message out there
• Look for opportunities to promote your
product
• Create excitement
• Remember it’s a team effort
Joan Miller
Polar Communications
TOC Conference
May 14, 2008
Customer vs. Employee Incentive
Customer Incentive
Product = SecureIT Plus
Promotion = Free PC Clean Up and 1st
Month Free
Dates = October 1 – November 30, 2007
Customer vs. Employee Incentive
Customer Incentive
Advertising Costs / $4,769
Newspaper Inserts = $1,428
Insertion Costs = $2680 (2 runs)
Bill Inserts = $261
Radio Ads = $400
Web Ad = $0
Cable Access Ad = $0
FSI - Newspaper
7,075 Inserted
in 5 Weekly
Newspapers
for 2 weeks =
14,150 inserts
Bill Insert
Included in
approximately
9,000 bills
Customer vs. Employee Incentive
Customer Incentive
Total Sold = 35
Customer vs. Employee Incentive
Employee Incentive
Product = SecureIT Plus
Promotion = $50 Gas Card for every 6 new
SecureIT Plus Customers
Dates = Dec. 1, 2007 – January 9, 2008
Customer vs. Employee Incentive
Employee Incentive
Advertising = None
Customer vs. Employee Incentive
Employee Incentive
Total Sold = 69
Customer vs. Employee Incentive
Employee Incentive
Total Sold = 69
1 CSR = $200
1 CSR = $150
2 CSR’s = $100
1 CSR = $50
1 CSR = $25
2 CSR’s = $0
Total Cost = $525
Customer vs. Employee Incentive
Customer Incentive
2 month promotion
Total Cost = $4769
Total Sold = 35
Employee Incentive
1 month promotion
Total Cost = $500
Total Sold = 69