Incept

Capabilities

InceptResults.com

We ignite

meaningful

member

relationships

through

conversations

that drive

results.

Who is Incept and what do we do?....................................3

How do we work with you?................................................6

Our capabilities……………………………………...…….…8

Our clients: past and present…………………………..…13

Case study…………………………………………………..14

What we will do and when……………………………….…15

How we will do it…………………………………………….15

Closing……………………………………………………….16

2

Contents

Who is

Incept,

and

what do

we do?

Incept is a conversational

marketing firm that delivers the

most effective membership

acquisition and retention

campaigns possible by

combining passionate people

with sophisticated analytics and

a shared risk business model

that drives the most value per

transaction.

3

LISTENING LEADS TO PRODUCTIVE

CONVERSATIONS… AND BOTTOM

LINE RESULTSEven the best organizations will fall short of their

potential if not supported by exceptional

membership engagement people and processes.

Even a perfect message delivered by the best tools

still will not maximize loyalty from your members, if

not delivered by the right person. For the best

results, you need to listen intently, respond

authentically and create fulfilling relationships with

your members at all times.

4

OUR DIFFERENCE

Incept exists to help organizations strengthen

their relationships with their current and potential

members with every interaction. Our distinction is

a listen before you lead approach that puts

members at the center of everything we do.

By understanding the client’s objectives, we are

able to customize a strategy that brings members

to you. By knowing what motivates members, we

can ensure the right message is delivered every

time.

WHAT IS CONVERSATIONAL MARKETING?

Conversational Marketing is a member

experience strategy designed to take the robotics

out of member engagement. Today’s members

expect a custom, two-way conversation at every

point of contact with your organization, whether it

be on the phone, social media, SMS messaging,

chat, etc. Incept delivers on this expectation in a

way that others simply cannot.

5

6

How do

we work

with

you?

The first step in this relationship is to conduct a roundtable

discussion, which we call Incept Listen. To effectively customize

your solutions we need to gain a deeper understanding of your

strategies, goals and objectives.

Working through an in depth needs assessment allows us to

identify the conversations we will have with your customers on

your behalf. This collective team approach is the foundation of

a relationship built on knowledge and trust.

By making roundtable discussions an ongoing element of our

partnership, we ensure consistent progress toward your goals.

7

5 Conversation

Types:

The total relationship with our members is a summary of every

individual conversation during their lifecycle. By categorizing

each step of the relationship lifecycle, the effectiveness of each

conversation can be determined and the value of each member

relationship can be improved.

As the value of every member relationship increases, the value

of our entire member base grows.

There are five conversation types that impact your financial Key

Performance Indicators (KPIs).

Acquire Appreciate Retain Convert Reactivate

Our Capabilities:

Acquire

When our analysis uncovers a need for new members to meet your

stated goals, we develop conversations that resonate with those

that are most likely to respond to your message.

An Ohio Charter School management company had a database of recent

inquiries. They were unable to dedicate the time and expertise to

reaching out to these inquiries in order to convert them into students, and

a new school year was approaching. They turned to Incept to conduct an

outreach campaign to identify why prospective students had not

previously enrolled, and determine if there was a renewed interest. All

interested students were warm-transferred to the company’s internal

contact center to complete the enrollment process.

Results: In a small test over 3 weeks, Incept was able to survey 185

students and transfer 44 students to White Hat Management for

admissions discussions, resulting in 21 students re-enrolling in White Hat

Schools.

Incept has successfully implemented a customer acquisition campaign

for the past 6 years for the largest provider of internet-based mailing and

shipping solutions.

Incept executes an initial call to identify the appropriate decision maker,

generate interest, email information to the decision maker and then

follow up 2-3 days later to convert the customer to a free trial.

Results: Incept has generated more than 300 customers per quarter for

the last 6 years, at a cost per acquisition significantly less than that

customers’ one-year revenue. Incept has recently integrated an online

chat component to increase sales and decrease cost per acquisition.

8

Our Capabilities:

Appreciate

Everyone likes to be informed and appreciated. These

conversations are very simple. A short message of

thank you, happy birthday or anniversary, and status

updates keeps them engaged and thinking about you.

Incept has made over 1 million thank you calls to blood

donors and has identified that the process of delivering a

personalized ‘Thank You’ contact within 96 hours of a

donations increases the donor’s likeliness to donate in the

future.

Results: Calls of appreciation increase a donor’s likeliness

to return in the future by 11% over donors who are not

thanked.

9

10

Our Capabilities:

Retain

We understand that your member base is an essential part of your success. By knowing what motivates both, we deliver compelling conversations that inspire meaningful relationships.

Well-designed customer retention programs can significantly reduce customer churn as well as identify critical service issues that may be creating customer dissatisfaction.

Results: Incept handles more than 20,000 customer retention calls per month, retaining more than 30% of the customers who call with the intent to cancel. In addition, the overwhelming majority of these customers are retained using Features and Benefits of the service as opposed to waiving service fees or providing free months of service

Student truancy can greatly impact student retention and reimbursement rates. Using principles developed with commercial customers, Incept has designed a marketing campaign to contact students at specific truancy intervals to identify their reason for missing class, address any concerns they have or direct them to the appropriate department to help facilitate their re-entry to school well before a decision about expulsion is made.

Results: Testing in Fall 2015

11

Our Capabilities:

Convert

By creating models based on an individual's transaction history, strategies are developed to help customers realize the additional value within your organization.

There are so many potential member conversion opportunities for associations. Whether it be a current member, lapsed member, previous conference attendee, webinar attendee, customer of an association’s online store, etc., there are many ways to convert these previous transactions to a more value-added relationship with your organization.

Incept worked with the Professional Association of Customer Engagement (PACE) to call a list of contacts in order to convert them into conference attendees. With pertinent legislative announcements coming, PACE wanted to ensure that every possible contact was extended an invitation to their conference. Incept placed calls throughout the 90 days leading up to the conference, not only increasing conference registrations, but delivering a hefty return on investment.

Results: Ten to one ROI.

Blood centers have very strict requirements as to the type of blood that is in inventory at any given time. By understanding a blood center’s inventory need and evaluating previous donor behavior, we are able to predict and then contact the donors most likely to contribute a different blood product, ensuring our clients’ financial and blood inventory security.

Over the past 6 years, Incept has developed a sophisticated tele-recruitment strategy with some of our largest clients. We use a calling strategy that identifies the best time and best donors to achieve the highest impact which we constantly analyze and adjust. In our most recent test, we saw significant results.

Results: Over 90% of donors who made appointments were converted to an apheresis appointment.

12

Our Capabilities:

Re-activate

The number-one reason a customer does not come back is because they are not asked. For those that would but don't, we complement your customer retention approach by offering multiple opportunities for lapsed customers to re-activate.

To achieve membership growth, associations must not only use an aggressive member acquisition program, but also place a continuous focus on lapsed member reactivation. Using an conversational marketing approach, Incept partnered with IEEE to reach out to their lapsed members with a membership renewal offer.

Results: 952 lapsed members re-activated within the 8 week program.

O negative blood is the only type of blood that is compatible with every blood type, making these donors “universal donors.” Because of this, it is more efficient and cost effective to recruit O negative blood donors for blood centers. In order to widen the pool of prospects, Incept developed a special campaign for lapsed donors (people who have not donated for at least 24 months).

Results: Incept reactivated 16,400 O negative blood donors in 2014.

13

Our Clients:

Past & Present

Healt

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Tech

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Asso

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Case Study.

Institute of Electrical

and Electronics

Engineers

IEEE is the world's largest professional

association dedicated to advancing

technological innovation and excellence

for the benefit of humanity. In order to

grow their membership base more, IEEE

partnered with Incept in order to re-

activate lapsed members as well as

renew memberships of those close to

lapsing.

Using Incept’s customized conversational

marketing strategy, we were able to re-

activate 952 members in less than 8

weeks of the program.

This relationship has already grown into

the identification of new campaigns for

the fall 2015.

14

What we will

do and when.

How we will

do it.

15

In our initial meeting, we will sit down with you to listen to your

needs. Since we customize each and every proposal, the needs

assessment is our first objective.

LISTEN

We always base our evaluations on listening to our client’s needs.

ANALYZE-

Once we understand your needs and current performance, we meet

internally to evaluate all available options to achieve your objectives.

Analyze Current Performance Versus Goal

Compare Historical Offering Mix vs. Optimal Offering Mix

Evaluate Last Transaction Date Segmentation

Explore Response History

Investigate Conversation Flexibility

RECOMMEND

We deliver a series of recommendations based on previous

experience that are the most likely to achieve your goals with the

least investment in the shortest period of time.

Propose Contact Frequency

Advocate Optimal Offering Mix

Advise Customer Segmentation Movement

Implement Response History Logic

Establish Conversation Framework

16

Thank you for your time and consideration.

T: 773.433.8363

Timothy.Serafino@InceptResults.com

http://conversationalmarketing.inceptresults.com/

4150 Belden Village Street NW

Suite 205

Canton, Ohio 44718

Our goal, regardless of the

project, is to create a positive

interaction with each current

or prospective customer we

engage with on your behalf.

We believe a crystal clear

focus on the quality of the

interaction delivers the best

possible combination of

financial improvement and

brand security when

outsourcing.