An Post Mail Media Unit

e-learning Platform

InterDirect Rembrandt Group 1

Presentation flow

• Brief• Challenge• Success• Name• Proposition and strategy• Creative & Campaign• Website

Brief

• Name of e-learning platform

• How the site should work?

• An integrated campaign

– that creates a stir

– raise MMU’s profile

– get the business community talking

Problem / challenge• All SMEs have customer data, but they are not using

it to its full potential

• They have a Marketing knowledge gap and are scared of Direct Mail and Database Marketing

• They need to be educated about the benefits of DM and how easy it is to use

• They may not know who the MMU are and what they do

What will success look like?

• SME’s associate sales and business growth with Direct Marketing…

and Direct Marketing with the MMU• Increase registered users• Increase DM budgets in 2011

So first of all – a NAME…

We want the name to be:

• Simple• Relevant - does what it says on the tin• Memorable• Resonate with SMEs & other audiences

Names• successbymail.ie• growthbymail.ie• dmlearning.ie• dmguide.ie• deliverbusiness.ie• businessdelivered.ie• Anpost.ie/you

– anpost.ie/gary– anpost.ie/dialogue

MyAnPost.ieBusiness delivered

Proposition & Strategy

Database Marketing = Sales made easy only with An Post Mail Media Unit

The word DATABASE and even the word MARKETING scares these guys

We need to talk their language, speak to them at their level… think and talk SALES, SALES, SALES

Put simply

DATABASE = your customer list MARKETING = driving success & competitive advantage

Your customer list = your competitive advantage

You are sitting on a goldmine… an untapped potential to increase your sales

So how do we get this message across to sceptic, multitasking SME’s in an engaging & compelling

manner?

with Real stories, well told

Real stories, well told

• Focus on sales, simplicity and relevance• Use case studies & testimonials to communicate the

benefits of using the new site• Use real people and real success stories that they can

identify with and relate to • Talk to them personally – on a one to one level• Call to action / payoff is the website

EDM

Real stories, well told

Local Radio (TV) ads & sponsorship

PR

Business &Industry Press

Direct Mail

PR, Events & Business Blogs

Online advertising

Business Press & Industry Magazines• Case Study / Testimonial (from your industry sector)• Coming from a successful SME owner• CTA / Payoff is new website

Real stories, well told

Business &Industry Press

Direct Mail

Direct Mail• Segmented based on sectors• Personalised – to you & your company• Case Study / Testimonial from a SME owner from your

industry sector• Intrigue developed and directed to the website to know

more• Personal log in details shared in the DM

Real stories, well told

Business &Industry Press

Online advertisingDirect Mail

Online advertising

EDM

Real stories, well told

Local Radio (TV) ads & sponsorship

PR

Business &Industry Press

Direct Mail

PR, Events & Business Blogs

Online advertising

So how will the website work…

Website experience

• Website will be– Easy to use– Interactive – Driven by videos and graphics

• A personal guide for step by step instructions• Empowering the user to make their own choice

– Do It Yourself!– Do It Together!

Website relevance

• SMEs logging in to fill in a profile form– Known profile details to be pre populated

• Details to be captured for segmented and targeted guidance

• Feedback and website browsing to be captured for further tailoring

Website functionality

• Communication templates – Help design and execute a DM

• ROI calculator• You are not alone!

– Networking for information exchange and share learnings across industries

• Case studies and testimonials • Introduction and training videos

– Continues from the point you stopped last

Templates

• Help design a communication – Targeting – Segmentation– Creative and copy templates– Offers and call to action and response

management • Database management & step by step how to • Suggest timing• Web to print

Templates

• Enable reducing costs by getting partners to share costs

• Integration suggestions and tips – mobile, internet, radio etc

• Allow to test and learn

Thank you!