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CLEAR 2008 Annual Conference
Anchorage, Alaska
Ian B. Silver
State Government Director
CAVU Corporation
“Best Practices in Marketing”
Fri Sep 26/08 – 7:15am
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Customer-Centered Approach
• Marketing Monopoly
• Define your market(S)
• Understanding your Market
• Communicate Value
• Proactive Marketing
• Typical Example
• Not So Typical Example
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Marketing Monopoly
• Unique Opportunity to…
–Inform
–Educate
–Activate / Persuade
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Define your Market(S)
• Not all Customers are the Same
• Strategic Segmentation
• Develop Messages that Resonate
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Understanding your Market
• Integrated Survey Tools
• Measure
• How to Use Feedback
Online Renewal Customer Comments Online Renewal Customer Comments
“This site is a tremendous leap forward in terms of convenience and service. It sure beats writing a
check!”
“A great system! Very convenient…Easy to use”
”Awesome! The process was quick, easy and efficient - great job.”
”Excellent Job. Easy to use. Do not change a thing. Thanks!”
”EXCELLENT! MUCH BETTER THAN RENEWING BY MAIL”
”Easiest license renewal of any State or municipality I deal with.”
”I wish all states were like yours. This was great.”
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Communicate Value
• Delivering the Message• Transparency (public value)• Incentive / Reward Programs• Media Relations• Content is King
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Proactive Marketing
• Clark County Nevada
• “Enforcement” Marketing
• Unlicensed Discovery Module
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Typical Example“Delivering the Message”
“I’m delighted to unveil this state-of-the-art system, which was built with a focus on efficiency and customer service,” Consumer Protection Commissioner Jerry Farrell, Jr. said. “This initial renewal cycle has yielded thousands of online renewals in only a brief period, so it’s most definitely meeting customer needs.”
In late 2007, Governor M. Jodi Rell used a coordinated marketing effort with DCP to inform and educate the public that users can now verify licenses, renewal licenses, download rosters, and make address changes, among others.
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Not So Typical ExampleResponding to the Public
• Crisis Marketing• Educate the
Public• Respond to
Public• Advertise to All
Audiences
1996 - 2006 Projected Trend After 7 Months
2516
1736 1807 1877 1829 1766 1849 1957
2448
3618
4160
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1 2 3 4 5 6 7 8 9 1 11
CONSTRUCTION WORK
APPLICATIONS
More than a 241% increase in license applications post-Katrina
Expedited license applications for approval every 10 days
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Speaker Contact Information
Ian B. SilverState Government DirectorCAVU Corporation
800.959.2288 Ext. [email protected]
www.cavucorp.com