Transcript Jeff Schaeffler - Marketing Strategy

Jeff Schaeffler - Marketing Strategy
TELUS – WSSF Ad Campaign
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Client Goal: Create
Awareness for the
2003 event
Solution: Targeted Ad
Campaign and Micro
Website with contest
offer
Results:
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8 million ads
14,000 site visits
50% contest convert
Ads with sound
146% better than
without
85% of contest
entries were Ads with
no sound
Weather Network Ski
Report Sponsorship,
50% above ave.
Jeff Schaeffler - Marketing Strategy
TELUS – Solutions Ad Campaign
Direct Mail Campaign
TELUS Store
DM
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telus.com/store
310.4NET
Jump Page
Home Page
with e.home
Jump Page
Jump Page
Fact Sheet
Page per
Product
How to Buy
Web Campaign
TELUS Store
Web
Superstitial
featuring
e.home
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telus.com/store
310.4NET
Jump Page
Home Page
with e.home
Jump Page
Jump Page
Fact Sheet
Page per
Product
How to Buy
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Client Goal:
Demonstrate
TELUS as a total
solutions provider
and show how the
Internet will
change the way
people live.
Solution:
Development of a
superstitial ad with
sound and
supporting jump
pages
Results: tbd
Jeff Schaeffler - Marketing Strategy
TELUS – ADSL Q2 / 03 Campaign
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Client Goal: acquire
new high speed
Internet subscribers.
Position as experience
Solution: Targeted
Mass v Shaw
Campaign and Micro
Website, segment by:
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Music
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Photo
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Games
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Information
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At Work (ad)
Results: tbd
Jeff Schaeffler - Marketing Strategy
TELUS – ADSL Q2 / 03 Campaign
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Client Goal: acquire
new high speed
Internet subscribers.
Position Velocity as an
experience
Solution: Targeted Ad
Campaign and Micro
Website, segment by:
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Seniors “worried”
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Students “fun”
Results: tbd.
Jeff Schaeffler - Marketing Strategy
TELUS – Solutions Web site
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Client Goal: Acquire
customers
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Solution: Develop
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Results:
“Solution Navigator”
Micro Website with call
back form and unique
1.800#. Develop online
marketing campaign
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60% call to sale
ratio from web to
call center
Revenue = 3x cost
to create and
market online
Jeff Schaeffler - Marketing Strategy
TELUS – Cadvision e-Mail
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Client Goal: Increase
awareness and sell
ADSL to dial-up users
in Calgary.
Solution: Created
HTML e-mail
campaign with specific
offer that directs
people to unique
phone #.
Results:
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35% conversion
e-mail to jump
16% conversion
of e-mail to sales
Jeff Schaeffler - Marketing Strategy
TELUS – ADSL Q2 / 03 Campaign
(I.e. BC, LD, Dial Upgrade)
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Client Goal: acquire
new high speed
Internet subscribers.
Position Velocity as an
experience
Solution: Deliver email to specific jump
page, segmenting by:
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BC / AB
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TELUS LD / Non
LD
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HTML / Text
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Dial Up / Trigger
Base
Results: tbd
Jeff Schaeffler - Marketing Strategy
TELUS – TELUS Webzine
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Client Goal: Educate
TELUS 27,000
Employees on TELUS
Corporate direction
Solution:
Development of a
monthly webzine in
English & French,
archive, poll, articles,
and pdf format for
Management to deliver
print version.
Results:
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21 issues from Oct
01.
2003 Award from
the International
Ass. of Bus Comm.
Jeff Schaeffler - Marketing Strategy
TELUS – Web Solution Webzine
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Client Goal:
Generate Awareness
internally & externally
within TELUS.
Solution: Develop
webzine called Ship
It!
Results:
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Lotus Award as
Best Extranet
2001.
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Acquire 2 new
clients