Managing & Integrating Multiple Vendors - MarketingSherpa · Managing & Integrating Multiple...
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More data on this topic available from:: Managing & Integrating Multiple Vendors Cori Mozilo, Interactive Marketing Manager Cold Stone Creamery Monday, February 25, 2008
Transcript of Managing & Integrating Multiple Vendors - MarketingSherpa · Managing & Integrating Multiple...
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Managing & Integrating Multiple Vendors
Cori Mozilo, Interactive Marketing ManagerCold Stone CreameryMonday, February 25, 2008
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About Us – Kahala Corp
Portfolio includes 13 diversified brandsGenerating $1.1 billion in system-wide salesNearly 3,000 franchiseesMore than 4,600 retail locations in the United States and worldwide
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About Us – Cold Stone Creamery
Founded in 1988 in Tempe, AZ, by Don and Susan Sutherland to offer the Ultimate Ice Cream Experience® #3 largest ice cream concept in the United StatesMore than 1,400 stores operating in the U.S. and worldwideOver 11.5 MILLION possible Creation™ combinations
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Vendors – Why More Than One?
ExpertiseBest in breedFocused skill sets
ResourcesLimited internal teamBudget and time limitations
Innovation & flexibilityMultiple perspectivesCombined abilities and experiences
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Vendors – Who They Are
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Vendors – What They Do
SantyPromotion developmentCreative direction
Cold Stone In-House AgencyDesign supportAsset developmentAsset management/trafficking
ExactTargetEmail creationEmail delivery
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Vendors – What They Do
TargetscopeEmail designWebsite designWebsite maintenance
TopLineCMS developmentSystems integrationTechnical management
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Process – How It Works
IdeationSanty develops promotion
DesignCold Stone creates overall designCold Stone creates supporting assets
Email/InteractiveTargetScope develops emailSupporting website elements created
DeliveryEmail loaded into ExactTarget for delivery
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Process – Key Factors
Distributed project managementInternal project manager
• Cold Stone• Vendor
Communication pathSingle-point communication
Road maps and timelinesScope determined at onsetClear process and timeline
• Define requirements and deadlines
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Process – Internal Tracking
2008 CALENDAR SNAPSHOTMonth JANUARY FEBRUARY MARCH APRIL
Promotion CAKES FOR THE LOVE OF CHOCOLATE 02/06 - 04/29Ghirardelli Promotion
Promotion Level* LEVEL 2 LEVEL 1
Homepage N/A Flash banner update with Ghirardelli productsHeader update with Chocolate Fantasy theme
My Cold Stone N/A Banner teasing online offers
Product Page(s) N/ACakes - Update for Ghirardelli cake, banner? (LTO)
Shakes - Update for Ghirardelli shake, banner? (LTO)Creation - Update for Ghirardelli creation, banner (LTO)
Coupon Page(s) N/A No National Offer
Landing Page N/A N/A
Promotions Page N/A Ghirardelli Product & Promo Information, Links to Coupon Page
About Us Page N/A Ghirardelli Promo Teaser
Press Room Calendar N/A Update w/Ghiradelli Promo Info
Email N/A February - Vday & Ghirardelli product
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Campaigns – Promotions
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Campaigns – Promotions
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Campaigns – Birthday Club
Launched January 20061.6M+ Subscribers & 2M+ Birthday Club MembersBirthday Emails
60-70% open rates40-50% CTR
Promotional Campaigns40% open rates10% CTR
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Campaigns – Birthday Club
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Campaigns – My Cold Stone
Collecting key dataNameEmail AddressPasswordFavorite StorePhone NumberMailing AddressPreferences
150,000+ new accounts since July 200750% conversion rate for members
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Campaigns – My Cold Stone
Data to drive dynamic content
FavoritesRegional events & offersLocal store events & offers
Ultimate personal experience for Cold Stone ice cream lovers
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Future – Microsoft CRM Integration
Database driven messagingTie CRM database with email content
AutomationReduce maintenance and redundancies
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Future – Microsoft CRM Integration
ExactTargetIntegrate current subscriber management with CRM database
TopLineManage technical integration of MS CRM and ExactTarget system
Santy and Cold Stone CreameryDevelop more personalized promotions
TargetScopeCreate email elements for dynamic content
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Credits/Thank You
Kelly Morales and the ExactTarget teamScott Johnson and the TopLine teamLindsay Sullivan and the TargetScope teamSteve Koch and the Santy teamHeather Dorr and the Cold Stone CrewAnd of course…
Ice Cream Lovers Everywhere!
Cori Mozilo, Cold Stone [email protected]
