VBS6827_Preso_FINAL

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[ VERIZON WIRELESS : CULTIVATING BUSINESS CAMPAIGN ]

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  The Assignment

  The Creative Approach

  The Contact Strategy

  The Campaign Concepts

[ THE AGENCY ASSIGNMENT ]

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Generate two high-response, relationship-building campaigns to assist Verizon Wireless Enterprise Account Representatives. Each campaign will consist of a sales toolkit to facilitate interaction between the Verizon Wireless representative and the account contact.

Communications Objectives

  Position the Verizon Wireless representative as a key business solutions partner

  Emphasize delivery of the highest level of customer service

  Reinforce the Verizon Wireless brand as the Network for Business

Parameters

  Budget: $150k - $200k

  Quantity: 1,000 tier-one kits; 4,000 tier-two kits

[ PROJECT: CULTIVATING BUSINESS CAMPAIGN ]

THE ASSIGNMENT

5 [ PROJECT: CULTIVATING BUSINESS CAMPAIGN ]

We approached this assignment using proven sales strategy that we have found to be highly successful at Rauxa.

  Develop a close rapport with the client

  Understand their business and their goals

  Act, think and do what is in the client’s best interest

  Keep the communication relevant and focused on the client

  Maintain a dialogue and provide reasons for continued contact

  Deliver on your promises

  Differentiate yourself by providing excellent customer service

OUR APPROACH


National and Major Accounts with 500+ employees. Account contacts are the decision makers on these accounts and include the following titles:

  CIO

  Director of IT

  Head of Wireless Services

  Telecommunications Specialist

  HR-Communications

THE TARGET


Verizon Wireless is the provider of the nation’s most reliable wireless network for business, helping your company become more productive and competitive with innovative wireless business solutions.

THE KEY MESSAGE


  The nation’s most reliable wireless network

  More companies stay with Verizon Wireless than any other wireless provider.

  Verizon Wireless has the innovative business solutions that will make my company more competitive

  My trusted Verizon Wireless representative is a technical advisor that really understands my business and will help me make decisions that are in my best interest

THE SUPPORT


Our contact strategy uses a blend of traditional and new mediums to establish a continuous dialogue with the customer. Each medium is chosen to build upon the last contact and to enhance the client relationship. The toolkit is designed for quick and easy implementation. Its flexible format allows the Verizon Wireless Account Representative to customize the message for greater relevancy and a more personal tone.

THE CONTACT STRATEGY

10 [ PROJECT: CULTIVATING BUSINESS CAMPAIGN—CONTACT STRATEGY ]

Introductory letter to build awareness

Follow-up call to make appointment

Email confirmation for meeting

Person-to-person meeting with premium gift

Follow-up and thank-you email

Personalized thank-you note

Follow up on deliverables from meeting

Continued dialogue on a monthly basis

8-Step Contact Strategy

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Step 1 Step 2 Step 3 Step 4

Step 8 Step 7 Step 6 Step 5


Introductory letter to build awareness

Follow-up call to make appointment

Email confirmation for meeting

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Steps 1-3

Step 1 Objective: Formally introduce launch of partnership.

Rationale: First-class mail allows for a more personal touch. It typically has a higher open rate than email and is less intrusive.

Step 2 Objective: Set up a person-to-person meeting.

Rationale: Phone calls have a high success rate for scheduling meetings. They also encourage dialogue which enables rep to probe for insights on customizing meeting content.

Step 3 Objective: Meeting confirmation reminder.

Rationale: Having already established a meeting time over the phone, email is a great medium to confirm information and allows recipient to save messages for later reference. This is also an opportunity to include a photo of the rep for more personalization.


Follow-up and thank you email

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Personalized thank you note

Steps 4-6

Step 5 Objective: Thank the client and demonstrate your responsiveness.

Rationale: Email is quick and demonstrates the responsiveness of the rep while showcasing the BroadbandAccess product. Email content will also provide a summary of the meeting and the deliverables due.

Step 6 Objective: Provide a personalized touch point to further cultivate the relationship.

Rationale: A hand-written thank you card introduces a highly personalized element into the communications stream. This is an opportunity to express gratitude for their time and build upon the goodwill created with the premium gift.

Person-to-person meeting with premium gift

Step 4 Objective: Get in front of the client to learn more about their needs.

Rationale: An in-person meeting facilitates interaction with the client and enables the rep to better understand the client’s business needs. Plus, it gives the rep an opportunity to establish a reason for follow-up. The gift builds goodwill and thanks the client for their time.


Follow up on deliverables from meeting

Continued dialogue on a monthly and quarterly basis @@

Step 7 Objective: Continue rapport with the client and let them know they can count on you to provide advice.

Rationale: Representative takes a pro-active approach to advising client on business solutions using a variety of mediums that best fit the needs of the individual.

Step 8 Objective: Stay in communication with the client and monitor their needs while identifying business opportunities.

Rationale: Representative continues to build upon relationship to become a trusted advisor. This may be done through a monthly newsletter, a monthly email, quarterly meetings, etc.

Steps 7-8

[ THE CAMPAIGN CONCEPTS ]

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IDEA

  This heavily branded concept draws upon the unique business partnership between Verizon Wireless and the client. Separately, they are both very successful companies, but together there is a unique synergy. This concept uses a subtle analogy of coffee and biscotti to relate the theme on a human level with a slightly sophisticated undertone. This is carried through in the copy as well as the two-part premium gift.

RATIONALE

  Very cost-effective use of existing Verizon Wireless branded letterhead. The folder is a very flexible way to work with existing Verizon Wireless collateral. The Starbucks gift card has wide appeal in the office environment. Additionally, the gourmet biscotti makes a great office snack and has good shelf-life. The product is made in the South and a portion of proceeds go to charity.

[ PROJECT: CULTIVATING BUSINESS CAMPAIGN: GREAT PARTNERSHIPS ]

CONCEPT 1. Great Partnerships

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Customized Starbucks Gift Card Holder to match existing letterhead

Tier 1: $10 gift card Tier 2: $5 gift card

Introductory letter on existing Verizon Wireless Letterhead with editable PDF script for laser printing

#10 OE on existing Verizon Wireless Letterhead

Introductory #10 Letter Package with Starbucks Gift Card


Step 1

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Communications phone tree script for setting up meeting

Email Confirmation


Step 2 Step 3

Phone Script for Meeting

Appointment (could leverage for

email meeting set-up if necessary)

Branded email meeting confirmation with editable script and personal photo

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Branded folder for meeting (cover) Branded folder for meeting (open)

Meeting Folder

Optional cover sheet if using existing Verizon Wireless folder instead


Step 4 Option:

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Tier One Gift (1000 qty):

Jar of homemade gourmet biscotti from a bakery in Florida. Gift tag will be customized with red ribbon and rep’s business card. A portion of proceeds go to fight world hunger.


Meeting Gift

Tier Two Gift (4000 qty):

Cello wrapped bag of homemade gourmet biscotti from a bakery in Florida. Gift tag will be customized with red ribbon and rep’s business card.

Step 4

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Thank you email immediately after meeting. Also available in a text version for PDA transmission.

Thank you card script

Follow-up Email

Step 5 Thank you card

script

Step 6


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[ RAUXA WORKS ]

CONCEPT 2. Navigation.

[ PROJECT: CULTIVATING BUSINESS CAMPAIGN: NAVIGATION ]

IDEA

  This navigation-themed concept draws upon the many business solution choices the client is faced with on a regular basis. The Verizon Wireless rep is a trusted advisor and partner who will help the client navigate through these choices.

RATIONALE

  Strong thematic use of navigation is carried throughout to create a cohesive dialogue stream and aid recall. The navigation theme also works well with existing Verizon Wireless branded collateral. The customized box and folder makes for an impressive presentation and increases the perceived value of the premium gift, as well as provides a practical holder. The world time tie-in helps support the growing trend towards globalization, both in terms of new Verizon Wireless products such as Global Services and the growing global business of clients.

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Navigation-themed introductory letter on customized letterhead with editable PDF script for laser printing

Introductory #10 Letter Package

Step 1

#10 OE on navigation-themed letterhead (back)


#10 OE on navigation-themed letterhead (front)

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Phone Script for setting up meeting Navigation-themed email meeting confirmation with editable script and personal photo

Phone Script for Meeting

Appointment (could leverage for

email meeting set-up if necessary)

Email Confirmation

Step 2 Step 3


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Presentation Box (open)

Presentation Box

Step 4


Presentation Box (cover)

Houses premium gift and collateral folder

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Leather-look folder for collateral materials (cover)

Leather-look folder (open)

Presentation Folder

Step 4


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Premium Gift (All Tiers: 5000 qty)

World Time Finder paperweight and magnifying lens

Meeting Gift Step 4

Compass Paperweight for Tier 2 (4000 qty)

World Clock for Tier 1 (1000 qty)


Option:

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Thank you card script – this will be hand written on existing Verizon Wireless stationery

Follow-up Email

Step 5

Thank you card script

Step 6

Thank you email immediately after meeting. Also available in a text version for PDA transmission.

Documents

VBS6827_Preso_FINAL