Direct Marketing Project

Research - YingPlanner - MorAccount Manager - ClaireCopywriter - GullitArt Director / Designer - Michelle / AiPresentation - Phoebe

Research- YingPlanner - MorAccount Manager - ClaireCopywriter - GullitArt Director / Designer - Michelle / AiPresentation- Phoebe

1. Research

2. Idea

3. Campaign

4. Measure

1. UK addressed mail market --- £6.6 b (2008)

2. Businesses send 95% mails in UK licensed postal market, with the largest 500 firms accounting for 50% of all mail volumes.

3. Email --- the most used to substitute for mail

1. Research --- Market Overview

1. Now 47 licensed operators --- mail services in Uk

2. Royal Mail --- the largest --- share more than 90% every year

60% mail --- B2C 27% mail --- B2B 10% mail --- C2C 3% mail --- C2B

3. 6% from 3% (2007) --- planned to change

1. Research --- Competition

Awareness Of All BigMail ProvidersIn Uk

Royal MailTNTDHLUK MailDXExpress......

Role Of Mail ServicesIn the mind of Companies

Rating Of all the DifferentFactors Considered Important

CorrectCollectTrustReliabilityBilling...

IDEA

100% PROMISE

BREAK THE RECORDS

2. Idea --- Target AudiencesB2B / Logistic Managers

Insurance companies --- ChoiceQuote Insurance Services Mail order companies --- Cavalier Mailing Services Ltd Independent school --- Automan Driving SchoolLarger solicitor firms --- Beckett Solicitors Corporate organizations --- Daniel Gray Ltd

B --- shifting large amount of mail (100+)Who are they?What they want?

2. Idea --- Grab Attention

Olympic Conception Let’s break records

Helping to deliver the London 2012 GamesUPS is the Official Logistics&Express Delivery Supporter for the London 2012 Olympic &Paralympics Games.

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SWOT Analysis

Positioning Map

Brand Consistency

Smart Objectives

2. Idea --- Theories

SWOT

Positioning Map

Brand ConsistencyThe company did well despite stiff competition ---Jim Casey ｴ s(the founder of UPS) strict policies Customer courtesy ReliabilityRound-the-clock serviceLow ratesBestBest service and lowest rates. service and lowest rates.

Smart ObjectivesSpecific --- Introducing into the UK market mail serviceMeasurable --- 2% of respond Achievable --- Brand awarenessRelevant --- Building faster&cheaper&good delivery imageTime bounded --- Becoming leader in B2B delivery (2012)

3. Campaign --- Mail Pack

Design Idea...BatonWe use the idea of relay race and baton to show the high speed and fluency of UPS service, in addition, this design can be related to 2012 Olympic Games.

OutlookThe golden and dark brown colors are used based onUPS logo to enhance the brand consistence, and the ribbon offers a dignified and fluent feeling as UPS is now focus on B2B which ask for a higher quality image and service.

LogosBoth the UPS and Olympic logo can be found at the top and the bottom of the baton.

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3. Campaign --- Budget

Total Budget 65,000Cost per mail pack 0.5

COSTResearch 2500

Industry Data 800Analysis & Research 700Design Work 1,000

Testing Programme in Hampshire (5,000 companies) 3000Mail Packs 2,500Shipping & Delivery 500

Digital Marketing & Media Promotion 2500Registered Emails 500Web Bannaers 2,000

Project in UK (40,000 companies) 25,000Mail Packs 20,000Shipping & Delivery 5,000

Conference & Carnival 32,000Hampshire 2,000London 30,000

4. Measure --- 1% Response

THANK YOU!!!