St Peter Plans St Peter Plans

Email Marketing for the Email Marketing for the LivingLivingKarlo MagpayoKarlo MagpayoCielo SonzaCielo SonzaFaye MatrianoFaye MatrianoTwinkle de la CernaTwinkle de la Cerna

Business OverviewBusiness Overview

Company BackgroundCompany Background

Pre-paid death care company with Pre-paid death care company with more than 250 chapels nationwide more than 250 chapels nationwide and 30 years of experienceand 30 years of experience

Products: Products: – Life planLife plan– Chapel Chapel – Cremation planCremation plan

Company BackgroundCompany Background

Pioneered value added services Pioneered value added services such as e-burol and e-libing such as e-burol and e-libing

COMPANY IMAGE:COMPANY IMAGE:GMA/Mega-Manila:GMA/Mega-Manila: affordable, affordable, located in middle-class located in middle-class communitiescommunitiesProvincial Areas:Provincial Areas: high-end, superior high-end, superior compared to mom-and-pop local compared to mom-and-pop local funeral parlorfuneral parlor

Challenge Challenge

Sales Opportunity loss: Lapsed payment Sales Opportunity loss: Lapsed payment leading to deactivation of accountleading to deactivation of account

Sales Opportunity loss: Available Sales Opportunity loss: Available customer database for prospecting customer database for prospecting without follow throughwithout follow through

Marketing ObjectivesMarketing Objectives

To increase sales via online/internet marketingTo increase sales via online/internet marketing1. Existing plan holders1. Existing plan holders: :

– Improve sales collection Improve sales collection – Generate incremental sales via upsellGenerate incremental sales via upsell

22. Prospective plan holders:. Prospective plan holders: – Follow through on sales leads and book additional salesFollow through on sales leads and book additional sales

StrategyStrategy

Leverage online inquiries and opt-in for Leverage online inquiries and opt-in for St Peter newsletters and updates St Peter newsletters and updates

Current ScenarioCurrent Scenario

St Peter website garners inquiries St Peter website garners inquiries and opt-in from internet users, and opt-in from internet users, consisting of existing plan consisting of existing plan holders and prospective holders and prospective customers without any plan yet.customers without any plan yet.

St Peter has yet to embark on St Peter has yet to embark on using the database for sending using the database for sending e-newsletter and other updates e-newsletter and other updates – hence, the opportunity for – hence, the opportunity for email marketing. email marketing.

Campaign Campaign PresentationPresentation

Initial BudgetInitial Budget

P10,000 – Email blastP10,000 – Email blast P500,000 – Print AdsP500,000 – Print Ads P500,000 – TVC in The Filipino P500,000 – TVC in The Filipino

ChannelChannel P1,010,000- TOTAL COSTP1,010,000- TOTAL COST

Target AudienceTarget Audience

Emily’s uncle passed away two years ago. The donations Emily’s uncle passed away two years ago. The donations ((abuloyabuloy) and family savings were not sufficient to cover ) and family savings were not sufficient to cover the funeral services and caused the grieving family to the funeral services and caused the grieving family to be in debt.be in debt.

Emily, an executive assistant in Makati with a 15-year Emily, an executive assistant in Makati with a 15-year tenure, swore to herself that she will set aside money tenure, swore to herself that she will set aside money for any emergency that will beset her immediate for any emergency that will beset her immediate family, including death. family, including death.

BULL’S EYE TARGET MARKET

Consumer InsightConsumer Insight

1. Two things about death bring surprise: 1. Two things about death bring surprise: (a) timing of death and (b) expenses. (a) timing of death and (b) expenses.

2. In a middle-class home, with minimal 2. In a middle-class home, with minimal savings, death expenses can add stress to savings, death expenses can add stress to the bereaved family.the bereaved family.

3. The burden of the funeral plan lies on the 3. The burden of the funeral plan lies on the children, particularly those with a steady children, particularly those with a steady income. income.

4. Policy holders pay on time at the start of 4. Policy holders pay on time at the start of the policy but later on forget to give the policy but later on forget to give payment, resulting in lapsed payment and payment, resulting in lapsed payment and forfeiture of plans. forfeiture of plans.

Consumer Need StateConsumer Need State

CONSUMER NEEDSCONSUMER NEEDS Manage expenses Manage expenses

for the funeral for the funeral servicesservices

ST PETER’S ROLEST PETER’S ROLE Offer life plan, Offer life plan,

chapel, and chapel, and cremation plancremation plan If family member is an OFW If family member is an OFW

without a legal permit to without a legal permit to come home during the time come home during the time of death, OFW misses the of death, OFW misses the wake and burial/cremationwake and burial/cremation

Bring OFW to wake and Bring OFW to wake and burial/cremation via burial/cremation via (e-burol and e-libing) (e-burol and e-libing)

List Building List Building TechniquesTechniques

Phase 1: Phase 1: Use customer database from St Use customer database from St

Peter websitePeter website

Phase 2: Phase 2: Devise opt-in for the policies of Devise opt-in for the policies of

future plan holdersfuture plan holders

Email Marketing Email Marketing Customers Customers

Send e-mail blast to website customers

Plan holders

- Offer quarterly reminder for payment

- Offer value added services:

a. e-burol

b. e-libing

Non-Plan holders

- Offer brochures, and if necessary, appointment with sales agent

- Update with e-newsletter

- Update with e-newsletter

Email CreativeEmail Creative

Embark on “peace of mind” campaign for Embark on “peace of mind” campaign for customers customers

Tagline – “May St Peter Life Plan ka na ba?”Tagline – “May St Peter Life Plan ka na ba?”

Metrics Metrics

Number of lapsed users year on Number of lapsed users year on year (increase in collection ratio)year (increase in collection ratio)

Sales from non-plan holdersSales from non-plan holders

Next Strategic ActionNext Strategic Action

Sort through St Peter website customer Sort through St Peter website customer databasedatabase

Differentiate plan holders from non-plan Differentiate plan holders from non-plan holdersholders

Design mail chimp with a creative agency for Design mail chimp with a creative agency for a creative handle a creative handle

Test market to a few employees and gather Test market to a few employees and gather feedbackfeedback

Conduct email blast to plan and non-plan Conduct email blast to plan and non-plan holdersholders

Track sales via online marketing Track sales via online marketing