PSWCOMMUNICATIONS

Katie Pipe, Meaghan Poland, Kami Spasova and Tommy Weiler

Brand Summary•Founded in 1880 by Charles Fleetford Sise

•Under Bell Canada Enterprises

•Major Canadian telecommunication company

•Provides comprehensive and innovative suite of

broadband communication services to residential

and business customers

• “today just got better”

• “keeping it simple for the client”

Product Summary

Small Business Solutions:

•Customizable package to adapt to business

•Conferencing

•Long distance

•Protection

•Wireless

•Internet

Main Problem and Situation

Main Problem:

•Lack of awareness regarding small business packages

•Lack of advertising

SWOT:Strengths

• Wide range of products and services

• Strong brand image

• Numerous locations across Canada

SWOT:Weaknesses

• Weak brand reputation

• Customer service procedure

• Competition has better offers

SWOT:Opportunities

• Constant Technological Upgrades

• Constant Security Upgrades

• Large Customer Base

SWOT:Threats

• Strong Competition• Rogers

• Technological Upgrades

• Hacking Risks

Target Market Analysis

Target Market:

• Graphic Design Firms

• Creative Director

• 2 or 3 junior designers

IMC Objectives

• The plan will increase Bells small business solutions awareness by 50% in the graphic design business section.

• The plan will increase Bells purchase intention by 20% amongst non-users within our market.

IMC Strategies

Public Relations:

•News Release

•Event Sponsorship

•Press Party/Media Tour

Direct Marketing:

• Brochure

• BRC

• Lift Memo

• Post Card

News Release

Targeted to :

• Design Editors

Event Sponsorship

PICA: Beyond the Un-convention

• Hosted by the GDC

• June 11th ,12th and 13th Toronto, Ontario CA Rogers Centre

Key-note Speaker:Frank “ Shepard” Fairey

Event Sponsorship

PICA: Beyond the Un-convention

• Replica Design Boutique

• Demonstrate how Bells small business solutions can be used

• Gift:• Blue Sketch Pad• Blue Memory stick• Blue and Black sharpie fine liners• Brochure

*press party*

Design Boutique

• 3 rooms:

• Lobby/Reception

• Office

• Conference room

Direct Mail PackageSIC-7745

Brochure

Brochure

Post Card

Business Response Card

Lift Memo

Conclusion• Kick start the plan by sponsoring Pica:2012

• Showcase the Small Business Solutions

• Helps build awareness

• Bundles, Demonstrations and Testimonials

• Helps build targets purchase intentions

How it will be measured:

• BRC’s received back

• Receptionist book at event.

Sources• https://businessapps.bell.ca/landing• http://mobilebusiness.bell.ca/• http://www.bce.ca/?Locale=en_US• http://www.bell.ca/shop/Sb_Landing.page• http://www.bell.ca/shop/Sb_viewLob.page?lobId=internet• http://www.bell.ca/shop/Sb_viewLob.page?lobId=phone&region=ON• http://www.bell.ca/shop/Sb_viewLob.page?lobId=television&region=ON• http://www.bell.ca/shop/Sb_viewLob.page?lobId=website&region=ON• http://www.csca.ryerson.ca/publications/covers/sic_codes.pdf