DIRECT MARKETING 3507BY: JAMIE LUIG, VICTORIA MCGOWAN, ELIJAH MILLS, AND ANITA NEAS

APRIL 15, 2016

Part OneIntroduction

SegmentationResearch

Value PropositionObjectives for Direct Marketing

Part TwoCustomer Journey Mapping

Creative Strategy - 3 creative offers with value propositionIdentifies channels used to display offers

Communication Channels and TouchpointsMedia Mix

Part ThreeSearch Engine Optimization

Budget & MeasurementsBreakeven Analysis

Thank You/Questions

AGENDA

Introduction

The project is to increase Bennett Compost’s brand awareness in and around Philadelphia while increasing its customer base from 1400 to 2000.Our team focused on the demographic of the Main Line when we were building a customer persona. Our offers will work well to attract green consumers in other areas in and around Philadelphia that fall within these demographics.

Market Segmentation Findings

Demographic

Adults 25-54 HHI: $89,990 - $174,511 Graduated College Plus Post Graduate Men and Women

Behavior• Bennett Compost

acquires its customers from either farmers markets or word of mouth

Spring and Summer

Psychographics Young Digerati Wealthy – Deposable Income Tech-Savvy Fitness & Travel Shopping at Bloomingdale’s Watches the Independent Film Channel Websites

• WSJ.com (wall street journal)• Hulu.com• Fandango.com

Drives an Audi A3 Likes to Read

• Yoga Magazine• United Hemispheres• Kiplinger’s Personal Finance• The New Yorker• Mother Earth News

Benefit• Super green consumers

will seek Bennett Compost’s services in order to live out their values

• Clients who live in apartments, condos, or townhouses would benefit from this service because space is limited to compost their food scraps

• Young urban professionals will benefit from this service because they don’t have the time to compost their food

Sources for Research Super Green Consumers

Articles & Primary ResearchArticles• Marketing to the Green Consumer –US- April

2012• Marketing to the Green Consumer-US-March

2014• Trends in Organic Lawn and Garden

Products

Primary Interviews

1. On sight interview at Whole Foods in Jenkintown, Pa.

Women in 40’s with school age children said she would need more than 10 gallons of compost to pay for recycling.

2. Man in 40’s gave interview in Warminster, Pa.

He said he would need more than 10 gallons of compost to sign up for services.

Can purchase a dump truck load of dirt for the amount he is paying for composting a year.

3. Brandon, 29- phone interview He’s very interested in composting, but doesn’t have the space. Also, he would consider paying a composting service to do the task because it’s the responsible thing to do for the environment.

DatabasesMRI+(Mediamark Research & Intelligence)Mintel.comNielsen PRIZM

Additional Primary ResearchKyle, 25, “… [I] want a lower price point, and locally based buisness that not only creates eco-friendly jobs, but also stimulates the local economy.”Hayley, 28, “…Looking for a way to actively contribute to green initiatives in the Philadelphia area but dont have the time to commit to volunteer work.” Paul, 34, “I really enjoy gardening but feel unsure about using Miracle-Gro products due to the long list of non-organic chemicals”

Value Proposition for Green Consumers

The average person throws away 1600 pounds of organic food waste each year. Our organic waste recycling service reduces that by half.The compost that is generated from our service is turned into valuable, rich compost that improves many growing conditions for gardens while improving the environment by reducing green house gasses.

Objectives for Direct Marketing

• Bennett Compost’s objective is to increase its customers from 1400 to 2000

• Our team objective is to direct market to super green consumers within Bennett Compost’s targeted market

The Campaign will accomplish acquisition of new customers, further reach of brand awareness, and an increase of potential customer contact information through:• Continuity advertising using

email and google analytics• Placing ads in the Grid or

request a story on Bennett Compost

• Informative ads placed on housing community websites within target market

• Creation of a YouTube Channel

Awareness

Consideration

Conversion

Loyalty

AdvocacyPersona

Behaviors

Thoughts &

Emotions

Touchpoint / Communication

Channel

Message

Research & find service

make inquiry Sign up for

service

Start telling friends,

family and neighbors

Buy service as gifts

Continues to

recommend service

ACTIONS

We Manufacture Dirt with Your Produce.The average person throws away 1600 pounds of dirt a year. Composting reduces

that by half.

Customer Journey Mapping Exercise

Customer is interested in

recycling organic waste

Worried about

preserving the

environment

Goes online to research Bennett

composting because of ads, which builds

brand awareness

Will recycling

food scrapes be

expensive?

Goes to Bennett Compost’s Website or

YouTube Channel to get

further information

Wondering if composting

services exist

Calls Bennet Compost to get more

information and face to

face meeting

Did I get my questions answered

from employees?

Will recycling my food scrapes

be achievable

for me?

Signup for services

Researches how to recycle, or sees

a Bennett compost ad

through website, email, or

magazine and peaks interestRealizes

does not have the time or space I’m helping

in saving the environment

!

Loves the service and

wants others to

use it

Recommends services

and gifts the service to

friends and family

I’m so happy I did this!

Google Search & Research

Access Bennett Compost Website

/YouTube, or see adsCalls Bennett

CompostFace to face

meetingSigns up for service/

Weekly Pick-ups of food scrapes

Emails monthly bill

Weekly ServiceOffers will help convert people

who are just kicking the tire to actual customers

Further Increases brand awareness

& customers

1st Offer: Solicit Current Customers to Gift the Service to Green Friendsand Family (existing customers)

Continuity offers to be sent to current customers through email Consideration and Conversion

Send offers on: Earth Day April 22Global Warming Day JuneNational Wildlife Day September American Recycling Day NovemberChristmas, Hanukkah, Mother or Father’s Day, Valentines Day, Etc.

2nd Offer: Whole Foods:The Grid Magazine (Prospects)Place Ad or Request Story (free source)on Bennett Compost

Awareness through Conversion

3rd Offer: Place Ads on Housing Community Websites with Association Fees Within Targeted Market (Prospects)

Awareness through Conversion

Communication Channels and touch points on a customer journey to get the customer to take

action

1) Research – Bennett Compost appears first when someone Googles Recycling in Philadelphia

2) Website, ad in the Grid, or on housing community website

3) Potential customer calls Bennett Compost

4) Face to Face meeting with owner or employee

5) Signs up for service6) Weekly pick-up of organic

matter7) Email monthly bill8) YouTube Channel9) Gift service to friends and

family (touchpoints start again)

Media MixMedia Budget Goals Projected

ResultsPrint Media• The Grid Magazine(prospects)

Quarter page• Three month contract-

$440/ad

• Increase brand awareness about the company

• Further investigate about company’s services

• Sign up for service

Impressions: 10000(14% of total readers) • 30,000 printed editions at

460 location in PA readers• 2.3 pass rate for a total of

70,000 reader per month• Conversions: 90(.3% rate)

High-tech• Email (existing)

• Community Websites (prospect)

• Piktochart (free version)

• $50 per year per siteAverage of 100 units per development50 sites

• Contact and connect with current customers to acquire new customers through incentives

• Increase brand awareness, have leads contact the company, and sign up for services.

Impressions:1400 existing customers• Conversions: 14 (1%

rate)

Impressions: 5000• Conversion: 50 (1%

rate)

Search Engine OptimizationEncompasses the actions taken to ensure your website can be found in a search engine's results page (SERP) when

searching for words or phrases relevant to the content on your website.

SEO to enhance brand awareness of service and products, sell service, generate leads, and traffic to website Edit content on website

Edit content and keywords Blogging

AdWords- Google uses the following metrics Cost per click Quality score Click-through rate

Budget and Measurements- $7,540 Print Media - Total $1,320

$ 440 per month for three months

High-tech Media- $2,500 Email- free Community websites

$50 per year per site (50 sites)

$50*50 sites= $2500

Incentives/Give-a-ways –Total $3,720 Email- Total $420

1 month free for giftee and gifter 15(2)*14= $420

The Grid- Total $1,800 Free one month trial

$15 * 30 customers* 3 months= $1350

$15 discount for a full yearly payment of $165

$15*30= 450 Housing Communities- Total $1500

Free One Month trial $15 * 50 = $750

$15 discount for a full yearly payment of $165

$15 *50= $750

Break-even Analysis

Price $15

COGS $2

Unit margin $13

Breakeven $7540/13= 580 customers 3.76 years

Thank You!Questions?