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Direct Marketing Campaign

By Simon Hemsley

Paul Lewin

Charlotte Speller

Ruiqiao Wen

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Objectives for Presentation

Background of Company

SWOT aligned to current PEST climate

AIMRITE Campaigns

Conclusion

Recommendations/Reflections

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Background

10th Largest Building Society in UK

Over 50 Branches located in East Anglia andsurrounding counties.

Offers a full range of banking services

430,000 Customers

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Mission Statement

To be more than just a building society

To be the preferred alternative to the big

banks

To offer the best Personal Financial Services

in the East of England.

To make a real difference to our members

lives

To instil pride and commitment in all our

staff.

Challenge the conventional banking

model

Explain how our customer can get the

most from there money

Transparency and trust

To make meaningful contributions to

the local community

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Strengths

Personalised service

Local Area - East Anglia

88.1% customer satisfaction

Trustworthy alternative to Big Banks

Responsible Lending

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Weaknesses

Size

Mortgage standard variable rates rising

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Opportunities

Recession

Disillusioned customers e.g. Bank charges

Lower (BOE) interest rates

Taking advantage of Community Spirit

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Threats

Inflation

Unfair Competition

Interest Rates

Levies

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Objectives

Build upon Local Relationships

Build non-financial Competitive Advantages

NEW CUSTOMERS IN CREDIT AND CURRENT ACCOUNTS

NEW CUSTOMERS IN SAVINGS

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Options

N&P Canary Card

Norwich City Credit Card

Aimed at NCFC fans

Donations given to Club

Family Savings Accounts

Aimed at Families / Parents

with Young Children

Savings for Childs Future

Free Childs Gift

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N&P Canary Card

15.9% APR typical rate (variable)

0% on balance transfers for 12 months (3% handling fee). All you have to do ismake sure you transfer the balance within 90 days of account opening.

0% on card purchases for 3 months from account opening.

Earn 1 Canary point per £1 Spent, to earn money for club and entry into NCFCPrize draws.

Average Profitability =

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Telemarketing Campaign

AIMRITE

Audience- 90,000 NCFC fans with telephone numbers opted into receiving telemarketing messages

Impact ± Hard to ignore, response is guaranteed.

 ± Tolerance due to relationship with football team

Message ± Most effective when awareness is high.

 ± Message will be from a NCFC fundraising perspective

Response ± Everyone must respond.

 ± Those re jecting can be talked round or asked why? ± Those who are unsure can be contacted at a later date

Internal Management ± 100 staff can make up to 5,000 calls per day.

 ± We are able to schedule two weeks in order to complete the pro ject.

The End Result

 ±Telephone Marketing can give high response rates

 ± Long Term nature of Customer relationship with their banks makes high costs  justified.

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Target Audience Segmentation

Database of 90,000

Telemarketing costs of £6,000 per 000

Total Telemarketing Costs £282,000

Season Ticket Holders 20,000

PLUS Remaining ABC1s 39,200

LESS those who attended less than

¼ of home games in last season (12,400)

TOTAL 46,800

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Pre-Campaign Quote Telemarketing brings higher response rates if it makes sense to

consumer and they have some prior knowledge of product.

£4465 / 470 = £9.50 per person.

Details Costs £ Customer

Response Rates

Website setup 500 N/A

Free phone Setup

(X3 Months) 20 N/A

Free phone call costs 45 N/A

Banner Ads x (2months)

Creative and Design Cost

950

150 150

Programme Full Page Ads

X4

Creative and Design Cost

2400

400 320

TOTALS 4465 470

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Telemarketing Response Rates

Average Responses around 10-20%

A recent telemarketing campaign to sell wills using the same database generated a

29% response rate.

Response Rate 46,800 Contacted £282,000

10% Worst Case 4,680 £60.25 per person

15% - Unlikely 7,020 £40.17 per person

20% - Likely 9,360 £30.12 per person

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Schedule

Begining of league football 2nd weekend of August 2010.

Week

#

Web Programme Telephone

Campaign

1 H X X

2 A X

3 H X X

4 A X

5 A X X

6 H X X X

7 A X

8 H X X

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Campaign Overview

£309865 / 9830 = £31.52 per Acquisition

Detail £ Cost Response

Data Costs 23,400

Pre campaign 4465 470

Telemarketing Campaign

20% 282000 9360

Total 309865 9830

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Campaign Overview

£309865 / 7490 = £41.37 per Acquisition

Detail £ Cost Response

Data Costs 23,400

Pre campaign 4465 470

Telemarketing Campaign

15% 282000 7020

Total 309865 7490

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Campaign Overview

£309865 / 5620 = £55.14 per Acquisition

Detail £ Cost Response

Data Costs 23,400

Pre campaign 4465 470

Telemarketing Campaign

10% 282000 5150

Total 309865 5620

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Recommendations

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Conclusions