bell design
Post on 19-Jun-2015
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PSWCOMMUNICATIONS
Katie Pipe, Meaghan Poland, Kami Spasova and Tommy Weiler
Brand Summary•Founded in 1880 by Charles Fleetford Sise
•Under Bell Canada Enterprises
•Major Canadian telecommunication company
•Provides comprehensive and innovative suite of
broadband communication services to residential
and business customers
• “today just got better”
• “keeping it simple for the client”
Product Summary
Small Business Solutions:
•Customizable package to adapt to business
•Conferencing
•Long distance
•Protection
•Wireless
•Internet
Main Problem and Situation
Main Problem:
•Lack of awareness regarding small business packages
•Lack of advertising
SWOT:Strengths
• Wide range of products and services
• Strong brand image
• Numerous locations across Canada
SWOT:Weaknesses
• Weak brand reputation
• Customer service procedure
• Competition has better offers
SWOT:Opportunities
• Constant Technological Upgrades
• Constant Security Upgrades
• Large Customer Base
SWOT:Threats
• Strong Competition• Rogers
• Technological Upgrades
• Hacking Risks
Target Market Analysis
Target Market:
• Graphic Design Firms
• Creative Director
• 2 or 3 junior designers
IMC Objectives
• The plan will increase Bells small business solutions awareness by 50% in the graphic design business section.
• The plan will increase Bells purchase intention by 20% amongst non-users within our market.
IMC Strategies
Public Relations:
•News Release
•Event Sponsorship
•Press Party/Media Tour
Direct Marketing:
• Brochure
• BRC
• Lift Memo
• Post Card
News Release
Targeted to :
• Design Editors
Event Sponsorship
PICA: Beyond the Un-convention
• Hosted by the GDC
• June 11th ,12th and 13th Toronto, Ontario CA Rogers Centre
Key-note Speaker:Frank “ Shepard” Fairey
Event Sponsorship
PICA: Beyond the Un-convention
• Replica Design Boutique
• Demonstrate how Bells small business solutions can be used
• Gift:• Blue Sketch Pad• Blue Memory stick• Blue and Black sharpie fine liners• Brochure
*press party*
Design Boutique
• 3 rooms:
• Lobby/Reception
• Office
• Conference room
Direct Mail PackageSIC-7745
Brochure
Brochure
Post Card
Business Response Card
Lift Memo
Conclusion• Kick start the plan by sponsoring Pica:2012
• Showcase the Small Business Solutions
• Helps build awareness
• Bundles, Demonstrations and Testimonials
• Helps build targets purchase intentions
How it will be measured:
• BRC’s received back
• Receptionist book at event.
Sources• https://businessapps.bell.ca/landing• http://mobilebusiness.bell.ca/• http://www.bce.ca/?Locale=en_US• http://www.bell.ca/shop/Sb_Landing.page• http://www.bell.ca/shop/Sb_viewLob.page?lobId=internet• http://www.bell.ca/shop/Sb_viewLob.page?lobId=phone®ion=ON• http://www.bell.ca/shop/Sb_viewLob.page?lobId=television®ion=ON• http://www.bell.ca/shop/Sb_viewLob.page?lobId=website®ion=ON• http://www.csca.ryerson.ca/publications/covers/sic_codes.pdf
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