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CLEAR 2008 Annual Conference “Best Practices in Marketing” Fri Sep 26/08 – 7:15am Ian B. Silver State Government Director CAVU Corporation Anchorage, Alaska Customer-Centered Approach • • • • • • • Marketing Monopoly Define your market(S) Understanding your Market Communicate Value Proactive Marketing Typical Example Not So Typical Example CLEAR 2008 Annual Conference Anchorage, Alaska Marketing Monopoly • Unique Opportunity to… –Inform –Educate –Activate / Persuade CLEAR 2008 Annual Conference Anchorage, Alaska Define your Market(S) • Not all Customers are the Same • Strategic Segmentation • Develop Messages that Resonate CLEAR 2008 Annual Conference Anchorage, Alaska Understanding your Market • Integrated Survey Tools • Measure • How to Use Feedback Online Renewal Customer Comments “This site is a tremendous leap forward in terms of convenience and service. It sure beats writing a check!” “A great system! Very convenient…Easy to use” ”Awesome! The process was quick, easy and efficient - great job.” ”Excellent Job. Easy to use. Do not change a thing. Thanks!” ”EXCELLENT! MUCH BETTER THAN RENEWING BY MAIL” ”Easiest license renewal of any State or municipality I deal with.” ”I wish all states were like yours. This was great.” CLEAR 2008 Annual Conference Anchorage, Alaska Communicate Value • Delivering the Message • Transparency (public value) • Incentive / Reward Programs • Media Relations • Content is King CLEAR 2008 Annual Conference Anchorage, Alaska Proactive Marketing • Clark County Nevada • “Enforcement” Marketing • Unlicensed Discovery Module CLEAR 2008 Annual Conference Anchorage, Alaska Typical Example “Delivering the Message” In late 2007, Governor M. Jodi Rell used a coordinated marketing effort with DCP to inform and educate the public that users can now verify licenses, renewal licenses, download rosters, and make address changes, among others. “I’m delighted to unveil this state-of-theart system, which was built with a focus on efficiency and customer service,” Consumer Protection Commissioner Jerry Farrell, Jr. said. “This initial renewal cycle has yielded thousands of online renewals in only a brief period, so it’s most definitely meeting customer needs.” CLEAR 2008 Annual Conference Anchorage, Alaska Not So Typical Example Responding to the Public • Crisis Marketing • Educate the Public • Respond to Public • Advertise to All Audiences 19 9 6 - 2 0 0 6 Pr o ject ed T r end A f t er 7 M o nt hs 4500 4 16 0 4000 3 6 18 3500 3000 2 5 16 2500 2448 2000 18 7 7 18 0 7 17 3 6 18 2 9 19 5 7 18 4 9 17 6 6 15 0 0 10 0 0 500 0 1 2 3 4 5 6 7 8 9 C ON S TR U C TI ON WOR K A P P LI C A TI ON S More than a 241% increase in license applications post-Katrina Expedited license applications for approval every 10 days CLEAR 2008 Annual Conference Anchorage, Alaska 1 11 Speaker Contact Information Ian B. Silver State Government Director CAVU Corporation 800.959.2288 Ext. 124 [email protected] www.cavucorp.com CLEAR 2008 Annual Conference Anchorage, Alaska