Proposal for Permission
Marketing
“Carrying value to our
recipients”
Objectives
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REACH THE INBOX!
Experience/Knowledge
Increase ROI
Increase Sales
Increase Knowledge
Cut expenses in Marketing Dept.
Current Marketing Situation
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APR Counter markets counter days
APR REPORTER
Word of Mouth
Personal Selling
Advertising
Involvement in Industry Events,
Newsletters, Magazines
Market Segmentation
HVAC
 PLUMBING
 AIR CONDITIONING
 COMMERCIAL
 RESIDENTIAL
 GEOGRAPHICAL
 SALESMAN
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Workload
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Ryan
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Management of customers/profiling, liaison to senior
level, Metric Analyzer
Dan
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Template Creation
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IT help/layout
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Liason to Listrak
Catherine
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Administrative
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Construction of Content
To Do List
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Email Acquiring
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Profiling of Email List
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Profile Maintenance
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Template Creation
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Newsletter
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Product Announcement (Sales)
Email Content Creation
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Develop Metrics for Success
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Comes from Senior Level & Beth
Click Rate
Continual Education in Email Marketing through webinars and Listrak
provided programs
SWOT Analysis
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Strengths
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Market Position
Growth Strategy
Willingness to invest in technology
Weaknesses
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Slow with Marketing
Economy
Starting from scratch
• May be a strength?
SWOT Cont.
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Opportunities
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Expand into E-Newsletters/E-Marketing
• Interactive media such as video
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Threats
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Competition is already doing!
• Pierce Phelps
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Magazine/Newspaper Industry in trouble
• Ad revenue down as much as 50%
• Cutting Circulation 6- 8% and RAISING PRICE!!
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People HATE Spam
Email Acquiring
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Mailing List on Website
Email Question on Credit App
Call Center when calling on new
customers
Research Customer’s websites
Converting customers to email billing
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CUSTOMER EMAIL LIST 4.24
Send out “Permission Email”
Survey
Survey
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Begin segmentation of customer
Obtain Emails not in our system
Incentive to customer for completing and
receiving an email
2 surveys
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Electronic
Handwritten
Sample Survey.doc
Target
Decision Makers
within companies
Owners
Buyers
Service Men
Content
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APR
 Promotion Email
• New Product Announcement
 Newsletter Email
• Eddie’s Training
• APR Press Release, Awards, New Branches
• APR Reporter info
• APR XVI Rewards
• Calendar of Events
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OASIS
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Promotion Email
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Newsletter
Short Term Goal
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Increase Sales Dollars
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Develop Metrics with Terry
Increase profitability of Marketing
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Develop Metrics with Beth and John
Gain 2,000 useable AND subscribed
customer emails
 Increase our conversion rates from
flyers to emails
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Long Term Goal
5 Year Plan
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Email Market “EVERY” customer
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Decrease in Marketing Expenses
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Reducing APR Reporter Newsletter costs to set
metric (Terry/John)
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Reduce customers dependency on mailing flyers
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Use Email Marketing Software to cascade
messages to all Employees with email
Maintaining Course
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Quarterly/Semiannual surveys on email
marketing to customers to gain
feedback
Monthly Content meeting with Sales
and Marketing to lay out Quarterly
plans
Oversight from senior team on progress
References
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Vistage; Foss, Troy “How to Use Email to Drive Sales: Get the Highest
ROI with Email Marketing” www.vistage.com/featured/how-to-use-emailto-drive-sales.html September 2009
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The Wholesaler; Schmitt, Rich “Put Marketing to work on customerrelated tech initiatives” December 2008
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Elsevier; Kirby, Justin and Marsden, Paul “Connected Marketing the Viral,
Buzz, and Word of Mouth Revolution” Burlington, MA 2006
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Ezine Article; Crane, Peter “Email Marketing Frequency – How often
should my company send emails” http://ezinearticles.com/?EmailMarketing-Frequency---How-Often-Should-My-Company.....February
2009
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FOLIO Magazine Article; Stableford, Dylan “Newspaper Industry Sees
Biggest Ad Revenue Decline in More than 50 Years” March 2008