Business Development and Marketing Strategy

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Business Development and Marketing Strategy

• Debbie Dietz
• Executive Director
• Chapter Division Spring Meeting
• Scottsdale, Arizona
• February 28, 2005

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Presentation Outline

• Marketing Organization
• Aligned for Success
• Market Research and Measurements
• Market Planning
• Product Marketing
• Channel Marketing
• Marketing Communications
• Key Successes

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Marketing Organization Aligned For Success

• Before
• De-Centralized
• Back-end -Marketing Communications Focus
• Services Focus

• After
• Market Research Measurements
• Market Planning
• Product Marketing
• Channel Marketing
• Marketing Communications

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Marketing Organization Moving Forward The
Process

• First things first
• Took an Inventory
• Reviewed roles/responsibilities of staff
  resources
• Reviewed existing competencies/skill sets
• Conducted numerous one-on-one interviews
• Determined fit between current resources and
  new roles/responsibilities
• Identified competency gaps
• Reviewed/realigned how marketing funds were being
  spent
• Reduced promotional budget to fund research and
  resources

5
Market Research and Measurements

• Need a focus on research
• Need to identify opportunities for incremental
  revenue growth for the Council
• Need a process to gather market intelligence
  from the external marketplace and from our
  channel partners (Chapters, Members,
  Divisions/Volunteers)
• What new markets for current portfolio of
  products/services (push)
• What new markets that require additions/enhancemen
  ts to current portfolio -new product development
  (pull)

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Market Research Study

• Market Sizing Study Project Launch
• Situation Analysis
• Identify top line revenue growth opportunities
  from a number of sources including
• Expanded purchases by existing members
• Expansion of membership
• Penetration/sales to non-members

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Market Research Study

• Member/Non-Member Segmentation
• Types of businesses and organizations that could
  be the source of growth in product sales
• Services (Healthcare, Education)
• Utilities (Gas, Electric, Water, Communications)
• Commercial/private fleets
• Commercial/residential contractors
• Manufacturers/construction equipment
• Insurance agencies
• Government agencies

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Market Research Study

• Decision-makers/influencers in the use of and
  purchase of safety/health products and services
• Safety Professionals
• Human Resources
• Researchers, Professors, Risk Managers,
  Government Regulators, Community Officials

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Market Research Study

• Project Methodology
• Phased-approach
• Phase One
• Initial start-up
• Preliminary web-based survey
• Secondary research
• Market modeling
• In-depth analysis of one targeted market segment

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Market Research Study

• Research Project Objectives
• Estimate market size and penetration by segment
• Estimate of market size and penetration by
  geography (will drive Chapter marketing efforts)
• Profile of market segments, including trends and
  buying behaviors that impact growth in each
  segment
• Assessment of competitive activities, penetration
  and offerings by segment
• Assessment of potential new product opportunities
  including pricing expectations
• High-level assessment of the brand positioning of
  NSC

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Market Research Study

• Phase One Step One
• In-depth briefing with NSC
• Sales analysis, past 3 years
• Introduction to existing research and competitive
  analysis
• Discussion of current marketing strategies and
  approaches to reach members/non-members
• Review/analyze all data captured and hold
  one-on-one discussions with NSC staff

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Market Research Study

• Phase One Step Two
• On-line web survey via e-mail, including members,
  former members, and non-members
• Focus on product usage, purchase
  decisions/expectations, use of competitive
  products, quantitative questions to assist with
  sizing and growth opportunities, multi-cultural
  and aging workforce issues

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Market Research Study

• Phase One Step Three
• Utilizing information captured via Steps 1 and 2,
  and an analysis of injury data, SCAN the areas to
  be explored
• Develop a model that provides estimates of market
  size and opportunity for the target market
  segments included in Phase One
• Outcome of this preliminary analysis will uncover
  a picture of where we believe the growth
  opportunities exist

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Market Research Study

• Phase One Step Four
• Opportunity Assessment Within One Market Segment
• Segment sizing
• Identification of NSC penetration and competitive
  activity
• Segment profiling to include
• Decision-making and influencing process
• Usage of safety materials, training
• Opportunity to grow revenues to NSC members
• Opportunity to grow membership
• Opportunity to sell products and services to
  non-members
• Alternative channels that may be utilized to
  reach the segment
• Perceptions regarding NSC brand position
• New product opportunities
• Pricing perspectives

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Market Research Study

• Phase One Step Five
• Strategy Work Sessions
• Review results for the selected segment
• Discuss growth implications
• Recommend appropriate Phase Two elements
• Phase One Timing
• Seven week study results/analysis - mid/late
  April
• John Henderson, CEO of FLA
• Two consultants one consultant as Project
  Leader
• Weekly verbal updates
• Three meetings during Phase One during Step One
  and the conclusion of Steps 3 and Step 5

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Market Research Study

• Phase Two
• Proposed in detail following Step 5 of Phase One
• Include additional market segment assessments
• Results of Steps 2 and 3 from Phase One will
  identify which segments to prioritize for Phase
  Two

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Market Research and Measurements

• Need a focus on measurements
• Lack of understanding of cause/effect of
  marketing promotional efforts
• Renewed focus on ROI
• Beginning to capture total marketing cost
• Identify what is/isnt working for us redirect,
  re-strategize sooner, rather than later

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Market Planning

• The marketing planning efforts will be based on
  the output of our market research efforts
• Will identify potential markets for Council
  products and services
• Will mine data to identify new
  cross-sell/up-sell and membership acquisition and
  retention opportunities
• Identifies new market opportunities and product
  lines ideal for expansion

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Product Marketing

• Identifies opportunities for product revenue
  growth and/or repositioning in direct correlation
  to the market segment strategy
• Identifies where the largest opportunities for
  revenue growth exist for focused product lines
• Identifies opportunities for new products based
  upon research and quantitative analysis
• Adheres to the product portfolio review process
  what products/services the Council should invest
  in, maintain, and grow

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Channel Marketing

• Instrumental in the Councils go to market
  efforts
• Identifies what role our channel partners should
  play in the execution of the marketing strategy
• Responsible for driving revenue growth through
  the Councils channels of distribution
• Chapters
• Divisions/Volunteers
• Inside Sales/Customer Services
• Membership
• Web/E-Commerce

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Marketing Communications

• Develops and executes off-line (print) and
  on-line (web) promotional campaigns
• Identifies integration opportunities
• Never miss an opportunity to IMPACT our focus
  areas, including Membership
• Never miss an opportunity to promote the
  Councils value proposition driving cross
  selling and up-selling initiatives
• Uses technology to plan and measure promotional
  campaigns in a timely manner

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Key Successes

• Completed reorganization of Marketing staff
• Provided promotional and development
  opportunities to staff high morale
• Currently recruiting for open positions
• Resources focused on Focus Growth areas
• Identified research needs and partner developed
  plan and are now executing that plan

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Key Successes

• Channel marketing initiatives
• We have provided Chapters with more marketing
  tools to drive growth in their local markets
  (print and web)
• Documented what Marketing is doing to support
  EACH chapter
• Strong web activity direct mail efforts are
  driving activity to the web (e-commerce)
• Built close ties with our Divisions/Volunteers
  eyes and ears of the marketplace
• Focus on timely, less costly web marketing
  initiatives

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Key Successes

• Marketing Communications
• Strong January results February looks good
• Consider the timing driving results after
  reducing marketing promotional spend (Oct, Nov,
  Dec) in favor of less volume, more targeted
  initiatives
• Innovative introduction of HTML e-mail marketing
  campaigns more targeted at significantly less
  cost its working!

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Key Successes

• Using technology for
• Data mining membership/prospect databases,
  segmentation analysis, profiling analysis
• Building new prospect databases, focus on
  acquiring e-mail addresses for lead management
  purposes - supports our HTML email marketing
  efforts
• Measuring effectiveness of marketing campaigns
• Developing and maintain web content and
  functionality
• Building reporting infrastructure

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QUESTIONS ??