START A CONVERSATION

Transcription

S TA RT A
TO
C O N V E R S AT I O N
Table of contents
WHO WE ARE
Our Team
Current Clients
7
12
17
WHAT WE DO
Account Management
Project Management Creative
Strategy and Planning
Marketing Sciences
Digital Services
Print Production Services
Studio Services
French Development
Financial Management 19
22
22
23
24
26
28
30
30
31
31
WHAT WE’RE MOST PROUD OF
33
Let’s connect
64
I t is not the brains that matter
most, but that which guides them —
the character, the heart, generous
qualities, progressive ideas.
Fyodor Dostoyevsky
6
w ho w e a r e
We’re the first name in
CRM response-driven
marketing.
who we are
“Results-driven marketing
communications rooted in
real-world insights and driven
by proven techniques.”
Who we are
With 50+ years of innovation, creativity
and analytics, we transform businesses –
delivering digital, data and creative solutions
through our network of 150+ offices in 60+
countries and 19 companies specializing in
CRM, social, mobile, local and performance
marketing. Our network is seamlessly
linked by a common philosophy that helps
transform the way our clients do business.
We are ranked by Advertising Age as the
#1 DM/CRM agency in the world.
In Canada, we’re a nimble team of 60
employees in Toronto, providing integrated
marketing and CRM solutions to a wide range
of clients, both global and local, across B2B
and B2C. We tap into our global network for
best practices and shared learning. And we
work closely with local network partners
Y&R, Blast Radius and iconmobile for brand
planning, web development and social and
mobile marketing when needed for our clients.
No question, Wunderman has unparalleled
expertise in delivering targeted, relevant
messages to prospects and customers
that generate measurable results across
all channels. It’s in our DNA. After all, our
founder, Lester Wunderman, coined the term
“Direct Marketing”.
True, the strategy and tools can be complex,
but the philosophy is simple: we work hard
to create better, more relevant and engaging
conversations that attract and retain highvalue consumers. We listen, we connect and
we grow relationships.
9
We listen,
respond, listen
some more and
continue to refine.
How we do it
At Wunderman, we live “Accountable CRM
for the Whole Consumer” with our clients,
unlocking those unique value exchanges that
truly deepen consumer engagement.
We uncover and engage “the Whole
Consumer”. This idea transforms how we
think about direct and digital marketing.
It makes every touch point and every
interaction important. It makes content
critical, and it creates emotional connections
that result in measurable improvements to
loyalty and revenue. Addressing “The Whole
Consumer” provides the framework for us
to eliminate marketing fragmentation, and
orchestrate and execute one marketing plan
through multiple channels.
We are strategic and innovative with data at
our core, discovering changing consumer
beliefs and behaviours and creatively
transforming how our clients engage with
consumers. We know the power of analytics,
modelling and optimization of data, and we
are passionate about sharing accountability
with our clients for their business results.
10
One brand, one voice
We understand the importance of one unique
voice. While brand advertising must define
brand image, our work must be a tangible
expression of the brand experience, so
alignment is key – whatever the channel.
After all, if you’re not speaking in one voice
to your audience, can they really hear what
you’re saying? That’s why we’re proud of
the fact that many of our most successful
initiatives, such as our work for Rogers in
the past and Kraft and Microsoft today, have
been done in conjunction with agencies that
are both inside and outside our own network.
Acquire with intent to retain
We have extensive experience in creating and
executing acquisition and lead generation
campaigns. In collaboration with our clients,
we use data segmentation, data mining and
modelling techniques to help enhance data
effectiveness.
We also assist clients like Kraft Foodservice
and Microsoft in building their own prospect
lists in-house through opportunities like list
purchases, e-newsletter sign-ups, recipes
and contests.
Retain with intent to profit
By combining CRM, direct, digital, social and
analytics all under one roof, we use the full
force of our capabilities to drive changes in
audience attitudes and behaviour.
Pulling insights from historical data is key
to profitable retention. Our CRM planners,
along with our Marketing Sciences team,
are experts in finding these insights – and
in ensuring that the right data is tracked
and reported to maximize acquisition and
retention efforts.
We invite our audience to tell us what they
want – we listen, respond, listen some
more and continue to refine. The result is
marketing that’s more direct than ever –
and more successful than ever, too.
shared accountability
Our approach to client services is based on
our guiding principle of Shared Accountability.
More than just a business philosophy, it is a
way of working that creates joint ownership,
instills partnership at all levels of the
organization and, ultimately, leads to better
business outcomes.
We bring an authentic listening and a
collaborative spirit to our relationship with
you as a client. Our collaboration begins
with a team structure aligned with your
needs and continues throughout all of our
interactions. We will listen and, from this
listening, we will provide recommendations
and perspectives that continually deepen
our understanding of your organization, and
ultimately the agency’s value to you, as an
experienced and trusted partner.
Equally key is our nimbleness in complex
partner environments and our ability to
thrive while working within complex client
organizations. We follow a collaborative,
mature approach when interacting with
your organization and partners.
Excellence in delivery
Of course, even the best plans fall flat
without excellence in execution. We have
an unwavering commitment to quality
assurance that ensures reliable delivery
of services that are consistently errorfree. Our Project Management team works
collaboratively with all agency resources
to ensure excellence and efficiency for all
campaigns, from strategy and brief through
to creative development, production, delivery
and follow-up campaign analysis.
Compensation Structure
We’re very excited about the opportunity
to work with Shaw Communications, and
we’re here to help on any size of project.
We suggest, in the early stages of our
relationship, that we propose a blended rate
that would apply to all Wunderman team
members from the Managing Director on
down. Once a project or two is assigned
and we have an understanding of scope and
budget, we will work collaboratively with you
to determine resources required and develop
this blended rate for agency fees. All studio,
printing, postage and other out-of-pocket
expenses are estimated for approval with
no further mark-up.
If, in the future, you were to engage with
Wunderman on a larger annual scope of
work, we would work with you to determine
the most appropriate compensation
structure to deliver exceptional value and
efficiencies to Shaw Communications.
Our team
People and relationships are truly the heart
of our business, and the all-important
“chemistry” between clients and their
agencies is essential for long-lasting and
impactful business partnerships. On the
following pages you will meet, at least on
paper, the people that we have selected as
key to delivering for Shaw Communications.
We have given you a glimpse into what
matters most to them on the job and in life,
asking each person questions like “What will
you do for Shaw Communications that your
business card doesn’t say?” or “What is your
favourite connection?”
We have also summarized the relevant
experience this team can bring to Shaw
Communications:
• E xperience working in telecom, technology
and retail categories
• E xperience in Direct Marketing and CRM,
including CRM and digital planning, account
service, creative, production, analytics
and project management
11
Nancy Mitchell
Executive Lead
Bell, TELUS, Esso, Scotiabank, Ford,
Microsoft, Dell, Aeroplan, FedEx and
SickKids Foundation.
Years in the Industry
28 years.
20 years.
What will you do for Shaw
that your business card doesn’t say?
Inspire our team to be customer advocates,
develop marketing solutions that are relevant
and meaningful and help to drive a profitable
relationship.
I’ll create successful marketing strategies
by leveraging insights hidden in mounds of
“big data”, ensuring we uncover a deep 360°
understanding of your customers to increase
sales, customer engagement and loyalty.
Previous Work Experience
Agency head for over 15 years, leading teams
of integrated marketing and CRM experts to
deliver results-driven and brand-building
business solutions for clients in telecom,
retail, technology, financial services,
automotive, CPG and not-for-profit, across
B2B and B2C.
Most Marked Characteristic
Nurturer of great relationships.
Greatest Achievement
With 20+ years of agency experience, I’ve
worked on many of Canada’s leading loyalty
programs including programs for Bell, Esso,
Aeroplan, AIR MILES, Scotiabank and Labatt.
Favourite Connection
The incredible bond I have with my sister’s
kids – Hannah is 9, Morgan is 6 and little
Matthew is 3.
12
Mark Deep
Strategic Services Lead
Chico’s, Ford, Kraft, Microsoft,
Scotiabank, Dell, ING DIRECT and
American Express.
I have extensive B2C & B2B marketing
experience. I was Head of Marketing at ING
DIRECT, responsible for brand advertising,
CRM, digital, social, PR, product management,
promotions, media and data & analytics.
Passion for marketing.
Raising two boys (an ongoing commitment).
Family and friends. I love getting together
with my three brothers and jumping back into
our childhood personas – regression is a fun
way to escape from stress.
Lisette Gelinas
Client Services Lead
Kraft, Chico’s, Smucker Foods, Wyeth,
Royal Canadian Mint, Ford, Sirius XM,
IBM, Rogers, Xbox, Sony Store Direct,
BelairDirect, Co-operators, Columbia
House, President’s Choice Financial,
Eaton’s and Blue Cross.
19 years.
18 years.
I will counsel and advise you on CRM
strategy and how to efficiently bring your
ideas to market, transforming objectives into
effective, results-driven communications.
Oh, and bake you cookies.
Drive thought leadership by leveraging
consumer trends.
I bring over 19 years of experience in the
DM industry on both the agency and client
sides. With experience in both B2B and B2C,
I’ve built and executed marketing plans that
include multimedia, direct mail, e-commerce
websites, PR and promotions.
A problem-solver extraordinaire.
Working on the launch of President’s Choice
Financial. No wait, piloting and rolling out
the first direct insurance company in Canada
Direct Protect. Hold on, maybe it was the
Olympic campaign for the Royal Canadian Mint.
I am a business builder. That’s what I do.
I have extensive experience in telecom and
technology both in Canada and abroad,
across both B2B and B2C.
Noel Trinidade
Client Services Lead
Microsoft, Bell Canada, RIM, 3COM,
Siemens, Sony and Fed Ex.
Honesty and transparency in everything I do.
Yet to come.
Happens to me all the time. Every time
I see a new premium segment car I fall
in love with it!
The second I laid my eyes on my daughter in
a government office in Chongqing.
13
Allen Kwong
Creative Lead
Bell, Rogers, Colgate-Palmolive,
Nestlé, Frito-Lay, Kraft, Microsoft,
Panasonic and Pepsi.
16 years.
3 years.
I’m design-obsessed. So I’m searching for
inspiration and insight from everywhere,
every day to help craft the best ideas.
I will be the internal brand ambassador for
Shaw, learning the ins and outs of your brand
and ensuring we maintain your brand image
on all of our executions.
My agency experience includes brand, digital
and direct – from acquisition through to CRM
and loyalty – so I’ve been fortunate to be part
of some pretty interesting campaigns.
I’m calm and determined under pressure.
I’ve had many great moments in my
professional life, but in my personal life
my greatest achievement has been to
successfully renovate my little 100-year
old house.
My favourite connection is with my circle of
best friends, knowing we’re all there to back
each other up.
14
Account, promotion and project management.
Erica
Herschorn
Project Management Lead
AT&T, BP, Colgate-Palmolive, Kraft,
LCBO, Microsoft, SiriusXM, Smucker’s
and Xbox.
Calm and cool under pressure.
I came up with an idea during a brainstorm
that was developed into an award-winning
national campaign.
The wonderful connection I have built with
my colleagues over the past few years.
Louis Cho
Marketing Sciences Lead
Ford, Jaguar Land Rover, Rogers,
Chico’s and Royal Canadian Mint.
11 years.
12 years.
I’ll build you an analytics infrastructure,
generate key customer insights, and use
test-and-learn principles to measure every
marketing initiative through reporting and
post-campaign analysis.
With 12 years of experience across all
areas of print production including data and
lettershop, I’m able to provide solutions to
pretty much any challenge.
I was a management consultant for a
top-tier consulting firm providing marketing,
strategy and analytics consulting services
to leading companies across telecom, retail
and technology industries.
Dependable. Always delivers.
Buying our dream house with my wife.
The connection I feel with my audience
while singing karaoke.
Kelly Gray
Print Production Lead
Ford, Kraft Food Services, SIRIUS
Satellite Radio, AT&T (US), SunLife,
BP Fuels, Colgate, Microsoft, Foster
Parents Plan, Canada Post, Land Rover,
Jaguar, Samsung, Citi Bank, Hewlett
Packard and Northern Reflections.
I was employed by the second largest printer
in North America, responsible for acquiring
and managing large DM campaigns for A&P/
Dominion, Aquarium Pharmaceuticals, AAA,
Exxon/Mobil, Home Depot, Cingular Wireless
and Saks Fifth Avenue.
Quick, budget conscious, solution provider.
In my 12 years of working in direct mail
production, I have been able to nurture great
supplier relationships which allow us to be
nimble, innovative and on budget.
Three words: Cute. Furry. Animals.
15
Jaime
Kalesnikoff
Digital Strategy Partner
Microsoft, Chico’s, Kraft, Intel, Molson,
Sony, Coca-Cola, WIND Mobile, Yahoo!,
Canada.com and Muchmusic.com
12 years.
7 years.
I’ll dig through customer data and insights
to build engaging customer experience
strategies. In today’s “digital world”, I will
help Shaw build stronger 1:1 relationships
with your customers, increasing engagement
and loyalty, and ultimately, sales.
I’ll support the team on strategic planning
and flawless execution, delivering on the
marketing objectives and looking at results
to gain better insight with the ultimate goal
being greater success.
I have over 12 years of digital marketing
experience across B2C and B2B, with a
unique mix of client and agency experience
in defining digital solutions.
Transparency. I’ll tell you how it is.
Successfully rolling out WIND Mobile’s
digital launch strategy in a highly competitive
industry that is resistant to change was an
epic experience.
My young daughter, and how excited she
gets over little things, like bubbles. She’s a
constant reminder to not sweat the small
stuff when life gets crazy, and to appreciate
“bubbles”.
16
Debra Grelik
Client Services Partner
Bell Canada, Rogers, Tim Hortons,
BMO Bank of Montreal, Investors Group
General Motors of Canada, Jaguar Land
Rover, Colgate-Palmolive, McMaster
University and City of Hamilton.
With 7+ years advertising experience, I’ve
worked on a portfolio of clients on a variety
of initiatives from direct and mass media to
digital solutions – each with a strategic vision
and a strong tactical plan, achieving some
outstanding results.
Strong and reliable relationship management.
Led several successful key Canadian loyalty
marketing programs for Bell Canada, Rogers
Communications and BMO resulting in
greater results than projected.
My best friend’s son opened his eyes for the
first time when I met him at the hospital. An
instant connection.
Current Clients
We are honoured to work with
the following brands, and proud
of our many long-standing client
relationships.
Client
Scope Of Work
*
Length of
Service
• AOR for strategic B2B and B2C relationship marketing, including digital creative development, social media,
website development, email design and deployment, demand generation and promotions
• Deployment of global advertising campaigns including OOH, radio and print creative
• Database, analytical services and reporting
8 years
• Development and execution of B2C direct mail and email marketing campaigns, including lead generation
and conversion, loyalty and relationship building and new product launches
• Work extends from national corporate through to regional dealer associations to local market campaigns
and parts and service
• A nalytics and reporting to improve the performance of all campaigns to maximize response and ROI
14 years
• B2B CRM strategic planning, content writing, email design and deployment, website refreshes, data maintenance
and reporting and support of partnerships and promotional efforts
• Build, host and enhance the marketing database to drive integrated marketing and sales programs
11 years
• Development of B2C onsite communications, including point-of-purchase materials and retail promotions
• Work spans across national corporate campaigns through to regional and local market direct-to-consumer
activities and partnership communications
• AOR for B2B marketing programs to the Jobber network
17 years
• Development of new B2C loyalty programs, CRM strategic planning, creative consultation, e-newsletter
development, customer segmentation and data consultation
1 year
• Planning, creative, production and execution of a B2C CRM database, digital CRM program, acquisition
and retention communications and ongoing reporting and analytics
1 year
• B2C planning, creative ideation, production and execution of direct mail and email marketing
• Campaigns range from vehicle launches to event marketing to loyalty and current-owner communication programs
12 years
• B2C Planning, creative ideation, production and execution of direct mail and email marketing
• Campaigns range from vehicle launches to event marketing to loyalty and current-owner communication programs
12 years
17
uccess through substance.
S
It’s a simple formula and one
that serves our clients well.
Lester Wunderman
18
W h at w e d o
All the right people
in all the right places.
How we work
We’re structured to allow for a collaborative, interconnected and multidisciplinary approach
anchored by an Account Management and a Project Management lead. We’ve combined strengths
in Strategy, Creative and Marketing Sciences to provide one voice to you, to your partners and
to your consumers. Each discipline will be supported by a subject-matter expert, enabling us to
match our best talent to each client’s specific business objectives.
The main client contact is the Account Management lead, while on the inside, the Project
Management lead is key to ensuring executional excellence across projects.
what we do
Take a look at the organizational chart below. This group supports all aspects of a project
from brief through to results reporting, and has a flexible level of engagement depending
on a client’s individual needs.
We are always looking for
innovative ways to find, reach
and engage audiences.
EXECUTIVE LEAD
ACCOUNT LEAD
PROJECT
MANAGEMENT LEAD
CREATIVE
LEAD
STRATEGIC
SERVICES LEAD
MARKETING
SCIENCES LEAD
PRINT & DIGITAL
PRODUCTION LEADS
21
We have an
unwavering
commitment
to quality and
consistently
deliver work that
is error-free.
Account Management
A dedicated Account Service team is assigned
to each client to oversee all projects and
ensure the client’s needs are being met
on a daily basis. This team is responsible
for various aspects of a client’s business,
including strategy, execution, forecasting
and budgets, regular business reviews,
status meetings and quarterly audits with the
Creative team. We guarantee each Account
person has a strong understanding of your
business, challenges and opportunities. We
will continually provide solution-focused ideas
that fit your budget and needs at any time.
The Account Service team works with
Project Management to guide them across
engagement with all of the departments,
including Creative, Production, Marketing
Sciences and any third-party or partner
agencies. The Account Service lead is
responsible for ensuring the right resource mix
is assigned to a client’s business and projects.
22
Project Management
Our Project Management team is
responsible for project execution,
including scheduling, trafficking, quality
assurance, budget management and
ongoing project communication between
Account Management, Creative, Studio,
Marketing Sciences and Production. Our
Project Managers focus on organizing the
required resources and controlling changes
throughout the project.
The Project Managers facilitate the project
execution process and assign resources and
responsibilities to each project task. They
effectively track deadlines and alert the team
to key approval dates in a timely manner,
as well as identifying and refining internal
processes to facilitate workflow.
Quality assurance is everyone’s job, but we
do have dedicated QA teams for Creative,
Data, Digital and Production.
Our corporate commitment to operational
excellence is demonstrated by our global
process re-engineering initiatives:
• First global agency to adopt Lean Six Sigma
process (already implemented in Canada)
• Undertook ISO certification, as required of
all Ford agencies globally
We also use Microsoft SharePoint and
Microsoft Project. MS SharePoint is an online
collaborative tool that facilitates workflows
and is used for document management;
it facilitates and expedites our internal
circulation approval process. MS Project
is a tool used by our Project Managers to
schedule multiple project timelines within
a campaign, allowing for various views
(by task or by responsibility for agency and
for client). It has the ability to monitor all
stages of workflow for numerous projects
simultaneously.
Creative
Our overarching principle for creative: Deliver
innovative creative strategies that change
consumer behaviour and build relationships.
Wunderman has been at the forefront of
developing direct and digital industry best
practices in many cases. We’ve created
programs that get customers to raise their
hands, pick up the phone, go online or go
in-store in greater numbers. But a change
in customer behaviour isn’t achieved simply
by plugging in the appropriate best practice.
It happens by creating compelling and
relevant direct response programs based
on key customer insights that inspire and
engage customers to take action. We create
conversations and connections that lead to
long-term relationships.
Wunderman has amassed a formidable
team of creative professionals, all pros in
their respective channel disciplines but all
acutely aware of the need for in-market
integration. Led by Creative Director Allen
Kwong, our clients are assured hands-on
senior leadership on all creative strategy
and development. As a benchmark of
creative effectiveness, our work consistently
wins awards given by the direct marketing
industry, both in Canada and internationally.
Here is the process Wunderman’s Creative
team counts on to develop great creative:
1. Assign the Right Team: The Creative
Director assigns a team of Art Director(s)
and Copywriter(s) based on their category
experience and level of expertise in the
designated channel of communication – be
it direct mail, digital or sales promotion.
2. Review the Challenge: The assigned
Creative team participates in a general
business challenge brainstorm with all
members of the Product group – including
Account Services, Project Management,
Strategy/Planning, Media, Production –
to review the client brief and collectively
distill the most effective business and
creative strategy.
That’s when an agency creative brief
is written by the Account Services and
Strategy/Planning leads. Once approved by
all stakeholders, the brief is finalized and
delivered to the Creative team.
3. C
reative Brainstorm: The Creative team
brainstorms intensively to hash out a
range of ways to answer the key business
challenge(s). In these sessions, there
are no “bad ideas” – this invites a fluid
exchange and helps bring a greater number
of concepts to the table. The team then
draws tight tissue layouts with proposed
headlines, which are reviewed by the
Creative Director who selects the ones to
be taken to the next round. We also invite
clients to collaborate with us at this stage,
to determine ideas that move forward.
4. Creative Development: These concepts are
then fleshed out further. Design directions
and copy platforms are developed, with
the Creative team layering in any number
of cultural, historical, business or design
references to ensure that the concepts
resonate with the audience while still
meeting the client’s brand voice, tone and
manner.
5. Internal Creative Review: Again, the Creative
Director reviews the proposed concepts
to ensure that the creative strategy is
aligned with business objectives. They’re
then presented to the internal agency team
to make sure the messaging maps back
to the client strategy and fits within the
client’s production budgets.
6. Presentation to Client: Clients are typically
shown two to three concepts that
represent a range of possible approaches
to executing the creative strategy.
Depending on client preference, creative
is taken to a level of finish that includes
Mac layouts, heads, subheads and copy
direction. What’s essential is that the
client has enough information about each
concept to make an informed choice.
7. Revisions to Concept: Based on client
feedback, concepts are revised until the
approved creative is ready for production.
Some clients prefer to work collaboratively,
while some choose to be more removed
from the process. We’re flexible in
accommodating both approaches –
whatever works to deliver best-in-class
creative to our client partners.
8. Creative Post-Mortem: It’s our policy to
review the performance of all Wundermandeveloped communications. As direct
marketers, we continue to learn and refine
our creative approaches and techniques to
ensure continuous improvement.
23
Strategy & Planning
Details. We put a lot of energy into gathering
facts, mining data, tapping into feelings,
interpreting perceptions, evaluating the
market and much more. We scour your
sources. We leverage local, national and
global data, as well as best practices. And we
conduct field research so that we can inform
and validate every strategic opportunity.
Seven things we do to get at the insights that
drive your business results are:
1. W
e listen to understand your business.
Consumers drive everything—especially
ideas. So, we ask questions. We listen. And
we turn it all into insights that give us an
accurate picture of who your customers
are and what they want. And we do all
of this on an ongoing basis so that, as
their needs and wants change, we can
continually target them with the right
message at the right time.
2. We have an integrated planning team
dedicated to you.
We bring together the right team for
each program, with input from Marketing
Sciences, Digital Strategy, Media &
Optimization, Social and Mobile—in
short, whatever disciplines are needed to
effectively plan each unique campaign.
By having access to a broad range of
experience and expertise, we can ensure
that no opportunity is left unexplored.
24
3. We use a wide number of research tools.
We use proprietary tools such as our
Brand Asset Valuator and industry sources
like Forrester and eMarketer, and we work
with partners like Millward Brown, 360i,
Kantar Retail, Data Monitor, and Synovate
to ensure that we’re learning as much
about your consumer as possible.
We also have tools such as Wunderman
Search Advantage, Radian6, 9-Cell Matrix
and After the Click—just to name a few!
We’d be happy to share as much as we
can about these tools and how they may
be of benefit. A solid understanding of
customer motivators, preferred content
and engaging offers that worked in the
past help us to figure out what we should
be focused on moving forward.
4. We keep on top of trends and emerging
technologies by leveraging our global
network.
We understand the importance of
staying on top of trends and emerging
technologies. It’s critical for a company
like yours. And for us, too. It’s about
understanding not just what’s happening
today, but also anticipating what will
happen tomorrow—and the potential
impact on the lives of consumers and the
way in which we communicate with them.
5. We enhance these insights by mining data
based on actual consumer behaviour.
This comes from a variety of powerful
sources such as consumer databases,
retail purchases, segmentation models
and web analytics tools. Actionable
insights are driven by looking at customer
purchasing patterns, online and offline
behaviour, propensity to purchase, lifetime
value and tenure—to mention a few. This
helps us to understand customer needs
and develop insight-driven marketing
strategies to target customers who are
more likely to respond and to be engaged
and profitable.
6. We share what we learn.
Once our integrated planning team has
analyzed the information, we’ll present you
with the key implications that are relevant to
your program. From generating reports to
RSS feeds and more, we deliver our findings
to you. And of course, as we uncover new
insights, we are happy to share them across
all of your agency partners through an
integrated brief that informs the creative
platform, communication strategy and plan.
More importantly, we make sure that we
build what we learn into our deliverables—
whether it’s a large annual plan, a monthly
data and analytics dashboard, a database
email append opportunity or an email
creative presentation. We make sure
we back up our recommendations with
real-life relevance.
Using our proprietary knowledge exchange,
we can develop team Wikis for clients that
will house:
7. We are relentless in our pursuit of knowledge.
Planning really is an ongoing journey
of discovering, probing, questioning,
reflecting, thinking… and thinking some
more. We are passionate about gaining real
insights into your consumers. We believe
that, when we have real insights, we have
the right picture of who we’re speaking
with and what makes them tick. This
way, we can keep them happy, keep them
coming back—and keep them talking about
you to drive real business results.
Strategic Approach –
The Whole Consumer
Our approach can best be described by
our strategic framework called “The Whole
Consumer”, using customer insights to identify
segments and develop customer-centric
communcations and improve business results.
CUSTOMER/PROSPECT
INSIGHTS
DATAMART
PROFILING
PROPENSITY SCORING
VALUE
SEGMENTATION
HIGH
REVENUE
MED
POTENTIAL
LOW
GOAL
ACQUIRE
CROSS-SELL
UP-SELL
LOYALTY
COMMUNICATION
STRATEGY
OFFER STRATEGY
MESSAGING STRATEGY
CHANNEL STRATEGY
PROGRAM MEASUREMENT AND OPTIMIZATION
• Orientation materials for new team members
• Online tutorials (Boot Camp)
• Creative work/assets
• Research and competitive analysis
•C
ommunity boards for sharing information
and networking
• Best practices and case studies
25
• Data standardization, enrichment,
cleansing and de-duplication
• Customer/Prospect scoring and
segmentation
• List targeting, selection, extractions
and maintenance
• Campaign response management
26
Ma
na
Data
• Database Design
& Management
• Data Feed Integration
& Automation
• Customer Segmentation
• Campaign
Data Management
• Data Enrichment
• List Generation
ar
ke
tin
Ca
rategy
We specialize in the following data
management services:
nt
me
e
g
INSIGHTS
AND
OPTIMIZATION
M
Data Management
From data strategy and planning, to campaign
execution and measurement, our team at
Wunderman builds, manages and optimizes
CRM systems. We help design the building
blocks that are needed to be successful—
customer databases, provisioned list files,
list generation, privacy suppressions,
data standardization and hygiene, and
implementation of business rules to create
marketing data files for execution and
analysis. We then work with you to determine
the appropriate database application and
preferred hosting solution, either on your
site or externally in a secured location.
St
ign
pa
m
Marketing Sciences
Overview
To support our campaign management
framework, we can develop an integrated data
environment to create a complete view of your
customer, and provide comprehensive and
dynamic campaign management capabilities
across data management, campaign strategy
and marketing intelligence disciplines.
This includes targeting and segmentation,
customer preference strategies, channel
selection, campaign execution, reporting
and post-campaign analysis. We customize
this environment based on your data sources,
reporting requirements and campaign cycles.
g In t e l l i g e n c e
• Executive Dashboards
• Campaign Scorecards
• Post-Campaign Analysis
• Web Analytics/Optimization/Monetization
• Social Media Analysis
• Predictive Modelling
• Market Basket Analysis
• Value Segmentation
Modelling
• Pre-Campaign Targeting
& Segmentation
• Contact/Channel/Media
Mix Strategy
• Experimental Test Design
• Scenario Planning
• Forecast Modelling
Reporting, Analysis, Insights and Optimization
We also have several tools to measure
the performance of campaigns so we can
leverage key insights to optimize marketing
ROI. Our interactive Marketing Performance
Evaluator™ reporting tool provides you with
near real-time reporting and drill-down
capability of key performance metrics. By
measuring how we are performing vs. forecast
by consumer segment or product, we can
optimize campaigns while they are in-market
to achieve increased ROI. From acquisition to
welcome programs to cross-selling and loyalty
programs—we measure it all.
And when it comes to test-and-learn
for optimization, our closed-loop data
process uses a combination of proprietary
methodologies and established industry
best practices to develop key performance
metrics. These metrics influence channel
and media mix strategies, predictive models,
insights from analysis, continuous feedback
through campaign trackers and postcampaign learning. What does it all mean
to you? Maximized ROI and optimized future
campaign initiatives.
27
People no longer
simply consume
media. they
engage with it,
and often create
it—sharing with
their peers, and
acting as critics
or champions
for brands.
Digital Services
How do you deliver an effective message
to your audience in an environment that’s
constantly shifting and evolving? That’s the
question we ask ourselves every day, whether
we’re producing a new corporate website, a
multi-cell email campaign, a mobile app, an
earned-search media strategy or a social
media strategy.
We offer end-to-end digital services from
the planning, design, development and
optimization of online marketing programs
to tactical campaigns consisting of online
advertising, email marketing, search
marketing and social networking, including
user-generated content, blogs, RSS and
viral marketing. All working in concert with
all other touch points in your marketing
communications mix.
We are always looking for innovative ways to
find, reach and engage audiences. Using our
expertise in design, technology, customer
experience and social marketing, we
architect, build, deploy and manage complex
marketing platforms that power some of the
world’s most exciting web experiences for
brands such as Microsoft, Ford, Nokia, Nike
and Starbucks.
Our approach is to find new value at the
intersection of the brand, operations and
our clients’ core products and services.
Specifically, we emphasize rethinking core
offerings through the analysis of customer
insights, market trends, new technology and
user-centred design.
Email Marketing
We are the strategic, creative, development
and deployment partner for the majority of
our clients. Whether that means producing
large integrated email campaigns or oneoff email projects, rigorous execution of
high-volume touches, or complex programs
with multiple message versions, we are
experienced in developing all types of email.
This includes e-newsletters, transactional
emails, trigger-based emails, promotional
emails and everything in between.
We offer audience selection and targeting
consultation, dynamic content management,
campaign and data automation, business rule
setup, QA and user testing and deliverability
monitoring. We also provide full Creative
Copywriting, Design and Production services.
And since many email campaigns drive
consumers to microsites, landing pages and
websites, we also have deep experience in
building these online properties.
28
Mobile
It’s easy with the right team. Adding mobile
to your marketing plan enables and enforces
the traditional and digital channels you’re
already using. We often work with our
mobile agency partner, iconmobile, to create
campaigns that include SMS, mobile web,
app design and development, couponing
alerts, data and more. Mobile is increasingly
becoming an integral part of an all-up goto-market strategy, linking media channels,
creating a bond between offline and online
media, and enabling users to interface with
your brand at any point in the lifecycle.
Social
Consumers have changed how they interact
with brands, how they research products
and, ultimately, how they transact online. At
Wunderman, we are forging a new approach to
engage more consumers, using Bought media
to drive consumers to Owned destinations.
There we create engaging content that drives
consumers to connect with others about
the brand, resulting in Earned media. And
we engage them in conversations over time,
moving them up the value chain while upselling and cross-selling along the way.
We use Social to magnify what we get from our
Bought media spending, and we also create
additional value by applying CRM principles.
At the Owned properties, we capture
customer information or transactions in a
database. We activate Digital and Relationship
Marketing best practices to continue to engage
customers to drive acquisition, conversion,
growth, retention and loyalty. We measure and
optimize to ensure you get the most out of your
marketing dollars. We find new ways to identify
and measure consumer engagement. And by
capturing and quantifying social activity and
consumer advocacy, we are able to find new
hidden customer value.
s oc
BOUGHT
i a l me di a
EARNED
OWNED
• Self-Created
• User-Generated
• Collaboration
so
cial
m edia
GET
KEEP
GROW
STRANGERS
CUSTOMERS
ADVOCATES
29
Print Production Services
Wunderman’s Production department has
deep experience in print production across
DM, print advertising, outdoor and retail
point-of-purchase material.
Each Wunderman client has a dedicated
Production Manager assigned to the business.
This manager would be responsible for
creating project specifications, scheduling,
estimating, vendor selection, purchasing,
providing data processing and imaging
instructions, quality control and cost
management.
Our Production team keeps on top of
industry innovations and adopts the latest
technologies to maximize productivity and
provide cost efficiencies. Wunderman has
been purchasing a large volume of direct
response print, imaging and lettershop
services for over 40 years, and we work with
an extensive list of best-in-class suppliers.
30
We are accustomed to working with
preferred vendors of our clients.
Our Production team executes campaigns
across a wide variety of media – from small,
highly targeted three-dimensional mailings to
large-quantity, multi-segmented and highly
personalized direct mail. We implement a
strict quality-and budget-control process for
every program, and we work seamlessly with
multiple partners and vendors.
Quality Assurance Tools
For each project, the Production team
develops a project specification workbook
that lists the print specifications and output
requirements of each component. This
workbook is then provided electronically to our
Studio. From this supplied workbook, our prebuild program, “Triple Triangle”, allows our
studio files to automatically build based on the
workbook specs provided, increasing speed
and eliminating the risk of Studio input error.
Studio Services
Wunderman’s Print Studio consists of
Designers and Proofreaders who specialize
in direct response mechanical art, file
preparation, retouching and image asset
management. Dedicated Studio Designers
are assigned to each business and follow
a rigorous studio process structured to
provide fluid communication between all
departments, ensuring quality assurance.
Our Studio process is an integrated interdepartmental process that streamlines
project revisions and approvals, ensuring
that all parties review and approve each step
of the project flow.
Wunderman will tailor workflow processes to
meet each client’s time-to-market realities.
Additionally, to meet client demands and
efficiencies, we’ve established three different
paths for flowing work into Studio. These
paths were developed to provide time savings
and cost efficiencies for the particular
circumstances of each project.
Path A: Fast Track
Existing layout or template: Minor
copy and layout changes are made
in Studio, resulting in fast turnaround
and cost efficiencies.
Path B: Direct to Studio
Adaptation of existing creative:
Layout is designed and built by Studio
designers with Creative direction,
resulting in time and cost savings.
Path C: Creative Development
Conceptual creative is developed by
the Creative team and handed over
to the Studio for mechanical build.
French Creative Development
and Adaptation
Wunderman has deep experience
producing creative that resonates with
francophones across Canada. Through
our French-language partners, we ensure
that campaigns speak to the unique
sensibilities of the Quebec and Canadian
French-speaking markets for Ford, Kraft
and others. Where appropriate, we engage
experts to develop parallel creative streams
for French-language markets. We also
produce seamless adaptations of national
campaigns. The decision to adapt or develop
unique creative in French is based on the
combination of market conditions, consumer
insight, and, of course, the marketing
objectives of our clients.
Financial Management
Account Management and Project
Management teams share the responsibility
of financial management across all projects.
The Project Management team handles
the micro-level requirements, including
estimate and scope development, project
budget tracking, budget control reporting and
reconciliation. They are also actively engaged
in weekly work-in-progress reviews of all jobs.
The Account Management team handles
the macro-level requirements, such
as forecasting, retainer tracking and
reconciliation, quarterly client reporting
and staff planning.
Financial control of estimates is a core
discipline of Project Management, and
all projects are executed with exacting
precision. No budget is too big or too small.
Estimates are received by Production and
Account Services before being sent to
our clients. When we receive an approved
estimate, it is entered into our general
accounting system. Then, based on our
agreements, pre-bill amounts between
50% and 100% may be issued. Billings are
conducted on a monthly basis, with credits
and debits applied immediately. Projects are
invoiced, actualized, and recognized within 60
to 90 days of receipt of the signed estimate.
Our accounting system enables Project
Managers to view and reconcile the status of
any project, at any moment, in “real time”.
For purposes of cost accounting, we use
Donovan Data Systems, an industry-leading
accounting system. This system is fully
integrated into the operation by tracking
hours according to job, product and client
codes. We produce and analyze monthly
cost reports to ensure that mutual business
objectives are being met, and work closely
with you to reconcile and re-evaluate when
required. Our systems feature real-time
reporting which, by automatically tracking
hours online, ensures the highest levels
of quality and accuracy for direct costs
analyses. A detailed budget control report,
highlighting budgets as well as monthly and
year-to-date expenditures, is also issued
monthly – or more frequently if requested.
31
dvertising must change
A
behaviour, not just attitudes.
Lester Wunderman
32
W h at w e ’r e
most prou d of
Brilliant responses.
Stunning results.
Bringing ideas to life is what we do. We power them with insight, shape them with experience,
and throw in a little hard work to make them happen. When it all comes together, that’s a
successful connection. We’d like to show you a few of those now.
What we’re
most proud of
When it comes down to it, it’s all
about the work. Here are some of
our proudest moments.
35
b2b
KRAFT
WORKS
WHY IT’S RELEVANT TO YOU
B2B CRM can create 1:1
connections and drive sales
beyond the reach of the personal
sales force.
36
THE OBJECTIVE
Develop a CRM program to connect directly
with operators to drive awareness and
sales of Kraft brands.
Kraft Foodservice is the business-tobusiness division of Kraft Foods, selling
products through distributors to independent
restaurant operators, a highly profitable
customer segment. Kraft’s primary
relationship was with distributors, who
were increasingly promoting their own
private-label and competitive brands.
During our discovery phase, we learned
that distributors were cost conscious, time
constrained, and appreciative of rewards.
They were seeking new solutions to help them
drive growth. They valued advice on both
recipes and their business. And they were
looking for ways to connect with other industry
professionals. We needed to transform Kraft
into a trusted partner who cares about owner/
operator’s success and shares a passion
for food and the foodservice industry. This
multimedia, bilingual program would be
designed to protect against defection, increase
sales, and ensure mutual long-term growth.
THE SOLUTION
The Kraft Works Program, their first ever
cross-brand B2B CRM initiative.
The program was hinged on our CRM
strategy and content development, which was
targeted directly to restaurant operators and
featured culinary and business tips, product
information, food trends, and rewards and
incentives. Kraft Works is distributed through
a variety of channels including a dedicated
website, email, a printed magazine, and
a Facebook page. We continue to evolve
the program today with social media that
engages the audience, including a YouTube
channel that houses videos of the Kraft
Culinary Team performing demos and tips.
As the program grew, we quickly realized that
operator information was key to determining
relevant communication channels, offers,
and messaging. And with various sources
of data to sort through, we knew that a
robust, centralized data repository would
simplify the process and help take the Kraft
Works program to the next level. That’s
why we designed and built a CRM Analytical
Data Mart. It consolidated disparate data
and allowed Kraft to “go shopping” for any
operator they wanted to reach. The Data
Mart allowed for information to be crossreferenced, ensuring accuracy and reliability,
and enabled us to link data points across
sources and see more holistic operator
profiles, purchasing behaviour and trends.
THE RESULTS
158% lift in sales from Kraft Works
members, who doubled the spending
of non-members.
By analyzing operator behaviour, our
communications became more targeted,
more relevant and more engaging. And
Kraft Works continues to grow today.
In addition to raising brand awareness
among operators, results also show that
the program is impacting behaviour and
ultimately increasing sales of Kraft products.
Top-of-mind awareness of Kraft products is
250% higher for members, and 50% would
recommend the Kraft Works program to
colleagues. What makes us extra proud is
that, based on the success of this program
in the Canadian market, it was rolled out to
the U.S. as well, and we continue to lead the
program across North America.
Website
Monthly email
Facebook and YouTube channel
37
b2b
MICROSOFT
ADVERTISING
WINDOWS
LIVE TRADE
Effectively drove sales leads by
engaging the audience within
the product itself—the medium
was the message.
THE OBJECTIVE
Generate meetings with media buyers
to sell Windows Live as a superior
advertising vehicle.
THE SOLUTION
A fully digital “top secret mission”
that led media buyers through
Windows Live properties.
Millions of Canadians love to stay connected
and informed with Windows Live applications
like Hotmail and Messenger. Despite having
robust advertising capabilities and a broad
reach, media buyers were not embracing
Windows Live properties and media sales
revenue was not growing. In fact, compared
to other online media properties, Windows
Live properties were underperforming.
A group of 300 media buyers were
handpicked using data intelligence based
on their media purchasing history, client
roster and profitability. Rather than sending
the prospects a cookie-cutter invitation,
a compelling mission was developed.
Prospects were charged with finding their
Microsoft Advertising Associate – who was
missing in action (MIA). Upon successful
completion of the mission, the prospect
would be rewarded with an Xbox 360 console.
At each stage of the mission, the participant
would engage with Hotmail, Messenger and
Sharing, gathering clues (i.e.: key product
features) that would lead them to their MIA
and their reward.
The primary objective for Microsoft
Advertising was to generate sales meetings.
Specific campaign goals were to achieve
an end-to-end participation rate of 20%.
Because the ultimate goal was stated
upfront – a meeting with a rep – Microsoft
Advertising expected this to hinder
participation rates.
The campaign launched with a unique
Postcard. A follow-up email drove participants
to a Personal Media Portal that was “taken
over” by the MIA agency to deliver next steps.
Participants needed to complete missionrelated tasks using Windows Live applications.
Information about media opportunities, like
behavioural targeting, was seeded throughout
these interactions. Successful participants
arrived at topsecretlocation.ca, where they had
to unlock the site, reveal the identity of the MIA
and arrange to claim their Xbox.
38
THE RESULTS
Over 70 meetings were booked with
27% of buyers completing their mission.
The campaign elicited response metrics well
above the industry average with an email
open rate hit of 67%, a click-through rate of
57% and roughly 70% of those who clicked
going on to complete the campaign.
Postcard
39
Website
40
Email
Personal Media Portal and Search
41
b2c
SIRIUS
conversion
program
Digitally-produced, personalized
DM increased conversion rates
while decreasing marketing costs.
42
THE OBJECTIVE
Achieve a 20% lift in converting trials
to paid subscriptions – for less than
$7.00/customer.
SIRIUS was offering free trial periods to new
car buyers, but was finding that when it came
time to turn trials into paid subscriptions,
consumers weren’t even aware they had
the free trial. Converting these short-term
free trials into paying subscribers was a
major initiative for SIRIUS, and represented
their primary source of new business.
Our objective was to achieve a major lift in
conversions versus their previous campaign.
THE SOLUTION
A multichannel campaign that reached
customers at key points during trial.
THE RESULTS
40% lift in conversion rates for less than
$5.25/customer.
We wanted to position SIRIUS as consumers’
only entertainment option. Our strategy?
Keep key prospects informed across all
channels, and provide them with personalized
information and offers at key moments during
the trial and post-trial periods.
We rocked the very foundation of the previous
campaign, with results that spoke loud and
clear. A 30% increase in conversions versus
the previous year – some segments achieving
lifts of nearly 40%. And, production costs that
were a full 25% under budget.
Our first point of contact – the Welcome
Kit – was the most important, and needed
to stand apart from mailbox clutter. We set
about creating a bold, non-standard package
that was digitally produced to provide a
deeper level of personalization. This same
level of personalization continued throughout
the customer’s trial, providing information
and offers through direct mail, email and
outbound telemarketing channels.
Contact 2
Contact 3
Contact 4
Contact 1 Welcome kit
Contact 5
Conversion Program direct mail
43
b2c
ROYAL
CANADIAN
MINT
Powerful insights through data
mining, testing implementation
and reporting all helped to
deliver the right message, at
the right time,through the right
channel.
44
THE OBJECTIVE
Increase customer spend and frequency
while decreasing costs.
Coin collecting isn’t what it used to be and
the Royal Canadian Mint knew it. In fact, a
variety of internal and external changes were
transforming the business. From a product
perspective, the Mint had introduced a range
of expanded product lines beyond their
traditional coin collector items, including
gift products and a lineup of coins for the
Vancouver 2010 Olympic Winter Games. On the
customer front, the majority of revenue was
coming from a small and rapidly diminishing
customer base. And finally, the Mint was
tasked with meeting some very aggressive
revenue and ROI targets. Our goals:
•L
everage cost-effective formats
and channels
•A
cquire new customers to fill the
“leaky bucket”
•D
evelop more sophisticated segmentation
of the member base
• Increase spend amongst existing customers
THE SOLUTION
A powerful cross-sell/up-sell and
acquisition strategy based on extensive
research and data-mining.
We worked with the Mint to define the
business problem – the need to maintain
and grow its current customer base while
aggressively acquiring new customers. We
then worked to integrate a variety of the
Mint’s data sources, such as transactional
sales data, campaign history and website
activity – just to name a few. We built a
marketing database that was designed and
hosted onsite by the Marketing Sciences
team, and were then able to support
campaigns and provide a single-customer view.
From there, we focused on learning more –
through insights from customer research
and the data itself, we were able to form
a set of hypotheses and re-segment the
database based on customer purchasing
cycles, lifetime value and tenure. This
deeper understanding of the Mint’s most
engaged audience helped to drive a powerful
acquisition strategy, leading the way for more
targeted media buying, customized creative
across every channel and relevant products
and offers.
An overall strategy was designed for each
customer segment that focused on improving
key success metrics against objectives,
accompanied by a 12-month communication
plan with a vigorous test-and-learn approach
and investment plan based on segment.
Comprehensive result reports were developed
to track not only the revenue and ROI, but also
key engagement and loyalty metrics, such as
segment migration patterns, lifetime value
and repeat-purchase behaviour. And new
customers were measured against time to
second purchase – a key metric in predicting
lifetime value.
THE RESULTS
Improved targeting led to an increase in
marketing ROI of 232%.
Revenue per customer increased by 36%.
Changes to the Mint’s loyalty program
drove active customers to a higher level of
engagement than ever before, as 31% more
customers attained the highest level of
spending and were placed into the Masters
Club loyalty program.
Customers not only ordered more frequently
throughout the year, but they were also
retained at a significantly higher rate. More
importantly, acquisition efforts greatly
improved as new customers spent 52%
more on their first order with the Mint. And
the best news? The cost to acquire new
customers declined by 34%!
Advance preview direct mail
45
Masters Club magazine
46
Giftables microsite
Holiday email and direct mail
Spring premium direct mail
47
b2c
ROGERS
WIRELESS
EARLY
LIFECYCLE
PROGRAM
Creating a connection with new
customers at the beginning of a
relationship will reduce churn.
48
THE OBJECTIVE
Nurture brand loyalty by being the go-to
for customers with new phones.
THE SOLUTION
An email solution that anticipated the
customer’s needs before they asked.
THE RESULTS
Customer engagement was more than
double the industry average.
When customers leave a Rogers store with
their shiny new cell phones in hand, they’re
excited! But very soon, they realize there’s a
lot about their phone that they don’t know and
their engagement level drops drastically.
The Rogers Wireless Early Life Cycle
program delivered highly targeted
information to the consumer as they needed
it, gradually taking them from basic knowhow to more sophisticated details about
the features and functionality of their cool
new phones. These weekly messages were
templated and dynamically populated with
information specific to each customer’s
arrival date, segment (Consumer/ Business/
Youth) and handset model – right down to
the colour. Key pain points were addressed,
as informed by an evaluation of historical
service calls.
The customers interacted with these
e-communications at more than double the
industry and Rogers’ average open and clickthrough rates. Customer satisfaction scores
were consistently high, with 73% of recipients
responding enthusiastically to the program.
An engaged customer is a more loyal
customer, so Rogers asked us to help
customers get to know their phones.
Dynamic email series
49
b2b
Microsoft
PRIVATE
CLOUD
Innovative marketing can kickstart and increase consideration
for new products, even when
you’re not first to market.
50
THE OBJECTIVE
Create awareness and interest for Microsoft
Private Cloud in a saturated marketplace.
In the private cloud space, Microsoft
was playing catch-up to an already wellestablished competitor. Plus, many
technical professionals did not fully
understand Microsoft’s offering. Our
objective was to create awareness and
interest, plus drive registration for launch
events across the country.
THE SOLUTION
A highly innovative digital and print
campaign that touched on not one,
but two key insights.
THE RESULTS
Registration for the launch event was
30% higher than projected and had to
close down early.
We created an entire campaign around two
very important insights. Number one: that
IT Pros have to stay on top of the latest
technologies or risk becoming obsolete
themselves. And number two: that they also
need solutions to fit into their current IT
investments. In essence, “Built for the Future.
Ready now.”
We projected 1,000 registrations for the
national launch events and instead got over
1,300. In fact, with attendance lists full, we
closed down registration early!
A visually impactful series of rich media units,
homepage takeovers, digital out-of-home,
flash banners and print ads hit our target in the
magazines and online locations they use most.
Not to mention we achieved over 125 million
impressions and over 188,379 clicks with a
0.18% CTR (well above benchmarks) and a
5.15% CAR.
Email, Microsite and Rich media
51
b2c
FORD F-150
Launch
Insight-driven creative and
content will generate leads while
driving incremental sales.
THE OBJECTIVE
Sell F-150 trucks while promoting the
EcoBoost™ V6 engine.
THE SOLUTION
Insight-driven DM and online videos that
captured the toughness of the Ford engine.
THE RESULTS
Over $1.5M dollars in incremental sales,
keeping Ford at #1.
For over 40 years, the F-150 has held the
half-ton pickup crown. To defend its market
share and to help fuel-cost conscious drivers
continue to work hard and play hard, Ford
took a good, hard look at what was under
the hood.
The campaign had two core target markets:
current F-150 drivers and drivers of
competitive pickup trucks. The idea was
inspired by the things that really matter to
pickup truck drivers—the stuff inside.
This email and DM campaign helped the
F-150 maintain its lead over its competitors
with the following results:
Trying to lure competitive truck owners
away is tough work. They are loyal to the
brand of truck they drive. It’s even harder to
convince these truck drivers that something
new and different can actually be better. So,
the campaign had to work hard to overcome
these challenges:
•P
rove that the all-new standard V6 could
do everything a V8 could and more
•T
he hero twin-turbo V6 had to be shown
to be equal to a big V8
•P
rove that a pickup could work hard and
tread more lightly (and save on fuel)
•T
he 2011 F-150 wasn’t an all-new pickup—
the chassis and interior were carried over
from 2009
Our objective was to drive prospects and
owners to get in and drive the 2011 F-150,
generate incremental sales and achieve a lift
over the control group of unmailed prospects
and customers.
52
The DM featured an “x-ray” design that
revealed the things under the hood that
are important to our buyers. The piece
included quotes from respected journalists
and competitive charts. And, to prove that
these engines have power and toughness,
the campaign drove prospects online to a
series of EcoBoost™ Torture Test videos.
These videos proved that the EcoBoost
and the rest of Ford’s new powertrains
delivered everything a driver would want,
including durability.
Current Ford owners were selected from
Ford’s customer database based on inmarketing modelling criteria which accounts
for several ownership characteristics and
historical migration patterns. Other targeted
prospects included visitors to the Ford
website who expressed interest in trucks,
and consumers who signed up at various
launch events and autoshows. Customers
and prospects were offered a $1,000
incentive (on a perforated certificate) to
purchase a new 2011 F-150.
• Generated over $1.5 million
in incremental sales
• 75% of V6 purchasers are choosing
the new EcoBoost V6
The DM piece was so effective that we then
evolved the creative into a dealer brochure
and a sales piece for fleet managers and
also used it to generate leads at autoshows.
We also developed an innovative advertorial
featured on the inside front cover gatefold
of key magazines that our audience reads,
such as Hockey News.
Direct mail
Email
Advertorial
53
b2b
KRAFT
SALAD 360˚
Enabling the sales force with
digital tools and resources will
drive more 1:1 connections.
54
THE OBJECTIVE
Reposition Kraft Foodservice as the leader
in the salad dressing category.
Kraft Foodservice is a leading provider of
food products and marketing support for
the Canadian restaurant industry. Despite
offering a wide variety of salad dressing
products, there was a perception among
restaurant owners that Kraft Foodservice
only offered basic salad dressings: Caesar,
Ranch and Greek. This insight represented a
growth opportunity for Kraft’s salad product
category, where we could change perceptions
and remind restaurant owners that Kraft
offers a wide variety of salad dressing
products. More importantly, restaurateurs
can rely on Kraft Foodservice to provide
comprehensive support through trend
insights, profit-building tools and
real-world training.
THE SOLUTION
Salad 360°, a scalable program
that empowered Kraft sales
representatives with the tools to
create more impactful connections.
An online/offline tool was developed for
sales representatives to demonstrate to
owners/operators the profit potential of
salad sales. For the business owner and
operator, a microsite was built to deliver recipe
information, spotlight the latest salad trends
and help them think outside the box when it
came to creating unique salads.
THE RESULTS
Incredibly positive feedback has
led to continuing dialogues with
restaurant owners.
The program launched in 2009 with a
three-year phased-rollout plan. This flexible
and cost-effective approach allows the
Kraft sales force to continually introduce
new initiatives, content and capabilities,
improve the program’s effectiveness and
keep owners and operators engaged. After
the first year, the response from the sales
force has been overwhelmingly positive as it
allows for fresh and engaging dialogues with
restaurant owners.
Kraft Salad 360˚ binder
Website
55
b2c
ROGERS
FACE PAINT
Up-selling a premium service
to customers is more effective
when you reinforce the value
proposition with a premium
DM package.
56
THE OBJECTIVE
Lift response rates for the “Super Sports
Pak” and achieve a sales rate of 2%.
THE SOLUTION
Call all sports fans with a box of face paints,
a premium DM format that truly stood out.
THE RESULTS
The sales objective was surpassed in only
three short weeks.
Rogers wanted to increase subscriptions for
their “Super Sports Pak” – a difficult task
considering the expensive price tag: $81.84
extra a month! And having been unsuccessful
at previous marketing attempts, Rogers
needed us to provide them with a solution
that worked.
We had to gain a deeper understanding of
our target audience, a.k.a., the die-hard
sports fan. And once we got in their heads,
the insight was clear: True fans like to show
their pride. So we sent them a box of face
paints and challenged them to show their true
colours, with the line: “Super Sports Pak.
How real fans watch the game.”
We received a big cheer from sports fans and
the results proved it. After a mere 16 days,
the DM piece averaged a 90% lift in response
over the control and over multiple test cells.
And within 3 weeks, the sales objective of 2%
was met and passed.
The DM’s enticing premium format truly stood
out in the mail, and also demonstrated the
high value a “Super Sports Pak” subscription
offers. This was a significant departure for
Rogers who had traditionally advertised this
and other specialty packages based on price.
Direct mail
57
b2c
XBOX
customer
program
Innovative CRM strategy can
improve sales, ROI, customer
engagement and can even help
drive future strategies.
THE OBJECTIVE
The mission of the program was four-fold.
1. Acquire new customers in a maturing
and increasingly competitive market.
2. Increase sales when a large number
of Xbox pre-paid subscribers were
not renewing.
3. Increase subscription renewals at a time
when a significant number of subscribers
were on the brink of expiry.
4. Increase revenue per subscriber by
promoting and up-selling a new game
brand to existing Xbox Live members.
THE SOLUTION
Divide and conquer by considering each
requirement individually across four
separate campaigns.
THE RESULTS
Each campaign had its own set of results.
All were hugely successful.
58
Campaign #1
Cheap Shot
THE SOLUTION
We developed a fun digital campaign with viral
potential – and gamers responded big time.
The campaign provided means for gamers
to send a customized, trash-talking “Cheap
Shot” to their friends who didn’t have an Xbox
console. Our audience was intrigued and
overwhelmingly engaged. We tracked and
rewarded all participants and their friends
who went out and bought a console.
THE RESULTS
Huge ROI was the result. Microsoft sold one
new Xbox for every 1,000 members emailed.
Plus, a prospect database was generated
through the campaign.
Website and video message
59
Campaign #2
Subscription Offer Program
THE SOLUTION
Leveraging the existing biweekly subscriber
e-newsletter, we began to deliver frequent
messaging focused on renewal and longer
subscription plans. We also tapped into the
database in order to specifically target lapsed
subscribers, and subscribers who were
expiring within the next month. What’s more,
targeted offers were developed to ensure that
members signed up using a credit card rather
than a pre-paid card.
THE RESULTS
These initiatives paid off, generating a 23%
lift in renewal rates and driving 12-month
subscriptions to outperform offers packaged
with three-month subscriptions.
Email newsletter
60
Campaign #3
“I’m Gold”
THE SOLUTION
To tackle this challenge, targeted emails
were sent to members in waves, within three
months of their subscription expiry. By looking
into level of engagement in our database, we
were able to identify each individual’s risk
of attrition, and target them with specific
messaging and offers that we felt would be
most relevant. These offers were tested to
determine which was most effective.
THE RESULTS
Testing determined that offers could be
decreased for more engaged customers to
achieve the same renewal rates. And overall,
this campaign was a true success story,
generating a 125% lift in renewal rate.
Emails
61
Campaign #4
Halo: ODST
THE SOLUTION
Delving into our database, we segmented
members according to their level of
engagement with the Halo franchise and
likelihood to purchase. We then sent diehard fans a surprise & delight message to
build excitement before the launch of this
new game. The email leveraged an in-game
look-and-feel and delivered the familiar Halo
experience. Warm leads were generated
through our biweekly e-newsletters.
THE RESULTS
Nearly a quarter of those who viewed the
email clicked to order the new Halo: ODST
game. And warm leads were also ten times
as likely to play Halo: ODST.
Email
62
Landing page
63
Let’s connect.
Nancy Mitchell
60 Bloor Street West, 8 th Floor
Toronto, Ontario, Canada
M4W 3B8
nancy.mitchell@ ca.wunderman.com
Office. 647 259 7515
Fax. 416 961 0971
Thank you.

START A CONVERSATION

Transcription

Similar documents

4Lamisil: “Digger.” An animated dermatophyte drove Novartis

Plan Preliminar de Mercadeo

Kraft Success Story v2

the result - Marketing Resource Systems

Company Profile - Webperformance

New SpitFire® Enterprise Blended Predictive Dialer

A-4 ICANAFFORDCOLLEGE

PDF