MARK 2033 Database Marketing

Phase 1

· An Introduction

Explain to the reader, what you want to accomplish with this report.

· Background Research and Analysis - Velofix

Who is Velofix? Why do they exist? What is the business opportunity for Velofix?

Go beyond the information provided in the case and add your own insights about problems, opportunities and analysis of the Cycling, Exercise and/or Physical Recreation industry in Canada. Summarize any additional learning about the sector, audience and trends/shifts, which contribute to this industry’s growth.

· Competitive Overview

Outline the competitive landscape and list the advantages or weaknesses that Velofix needs to address and may leverage to gain greater consideration and market share. Look at both direct and indirect competitors of this business.

Phase II

· Objectives & Strategies

Premised on your research of the company and this category, Vélofix has some key questions that you must answer before you begin your design of the pilot campaign:

· What marketing objectives should be set for the pilot project (i.e., what are you trying to accomplish with this communication tactic)?  State your SMART objectives for:

· Awareness

· Acquisition

· Trial

· Retention

· Who would you recommend as the key primary target audience for your marketing campaign?

·  What segment of the market should Velofix focus on as their primary target?

· What customer target audience do you believe will be the most strongly associated with the brand and be the focus on the campaign?

· What geographic market or location would you select and why?

· What is their demographic and psychographic profile?

o Make sure to select a profile segment from the Prizm Environics database

o Select only one market as highlighted in the case

· How should Velofix communicate and engage their key customers?

· Come up with a direct response marketing campaign

· What type of direct and digital media should Velofix consider (and ultimately use) to build the brand?

· What media or combination of media would you use to carry the message and have the maximum impact on the customer segment you’ve decided to target?

· This marketing should have the greatest impact for the limited amount of dollars that they have to invest

o Think Social, Mail, Email, third party database purchase

· What key message will you convey (i.e., what will be the theme or message of the communication be)?

· How will you inform and engage key customers in the media you have selected?

· Is the promise of convenience strong enough or should other aspects of brand value be feature

· Execution & Tactics - When will you execute your campaign and why?

· Provide a detailed implementation chart

· Why did you select these dates for your campaign?

· How will you measure the success of your campaign?

o What are your metrics?