Model Marketing Campaign
September 27, 2008
9:12 AM PDT
Last Revised: May 23, 2012 4:50 PM
Replaced By New Version Here
I, Karl Loren, start writing this Company Policy at the very hour when the national, even the international scene is convulsing with worry about the financial crisis that is so well publicized in the United States, and seems likely to engulf the entire planet if "things are not set right" by "yesterday."
There was even a new bombing in India as well as other assorted disasters in many countries, while Russia military vessels steamed into waters near the US for joint operations with Venezuela.
Then, a few days later, this "must have legislation" was defeated in a vote in the House of Representatives!! When the Senate wanted to undo the damage they thought had been done by the House, they took an already-approved bill from the House (the only way the Senate could act on this) and MODIFIED that bill to include the $700 billion bailout, got it passed October 1, 2008, and that is the bill being sent to the House for approval a couple more days later.
What was the bill they used (already approved in the House)? It was a law that requires "mental health parity" and "approved medical treatment for substance abuse victims" as now REQUIRED in group health insurance plans.
When and as this law passes group health plans will be required to give full medical coverage for psychiatric care -- just like "other" medical coverage.
And, for substance abuse. So, a druggie can expect greatly increased money to "cure" his drug problem with a MEDICAL drug. In the long run this can be more harmful than the problems caused by the financial turmoil.
Who said this is a peaceful planet? Or a safe one?
My personal prediction is that we will "make it through" this financial crisis, for now. It is one of the responsibilities of the ED to see things of concern before others do and to make any plans that are useful.
While we will make it through the crisis, there is enough financial turmoil in society that people, generally, will have a fair amount of attention on the problems, and the worries they may have about the problem. After all some MILLIONS of Americans are struggling with delinquencies and foreclosures on debt and mortgages. Unemployment is UP but the biggest culprit in all these worries is the media that lives on doom and multiplies it for news profit.
Bad News Sells!
The larger truth, however, is that there are MORE millions of people who are NOT having trouble paying THEIR bills, do not face foreclosures and who have good jobs.
If we concentrate on the smaller turmoil and ignore the larger prosperity we can get sucked into the worry turmoil.
This Company Policy presents a PLAN for a Marketing Campaign which is designed to help our customers and their friends concentrate on the GOOD NEWS brought to them from Vibrant Life.
Mr. Hubbard describes the purpose of an organization as:
The purpose of organization is TO MAKE PLANNING BECOME ACTUALITY.
Source: Sci Booklet, "Targets and Goals."
The PLAN is to do some extra work to regain any distracted attention back to Vibrant Life and its products.
"Plans" are richly covered in Hubbard Management Technology. ONE Vibrant Life Plan, not at all much implemented is here.
There are dozens of other attempts at writing "programs" and "projects" on this web site. THIS Company Policy is another attempt to get better with this rich technology and encourage current and future management to get even better as they create Plans, Programs, Projects and Targets.
This Plan, and the Program and Projects that accompany it, also come at a good time for our new Deputy ED. By the time he reads this he will be presumably OUT of the Non-Existence Condition he handled per the formula laid out in the Hubbard Management System. Per that system, when Tim von Hollen has completed the non-existence formula, he would be ready to apply the Danger Formula.
The nickname for the Danger Condition is "Bypass."
I, Karl Loren, acting as ED, designed most of the details of the first and second Bonus Programs (the current bonus program is the "Gold Bonus Program" expected to end at the end of October 2008.
As a part of Tim's Danger Formula write-up, I suggest he start with what I have written here, and complete it to a fully detailed PLAN with all necessary Programs, Projects, dates assignments of responsibility, costs, projected outcomes, etc. to serve as of part or all of his completion of his Danger Formula -=- his ability to START with a Plan and make that plan an actuality.
This Plan is a suggested handling for the attention that may be distracted by the above financial turmoil, written by the ED. Whether Tim NEEDED bypassing or not, that is the condition he will be working on and this Marketing Campaign is the one I'd like him to embrace, suggest revisions as he thinks appropriate, and then implement fully. A NEW BONUS offer is also associated with this Campaign, with different rewards for Tim and for Luis.
Whether I should bypass or am bypassing with this Plan, I think it is just the right subject matter for me to publish as Policy.
I have another nifty PLAN for the period STARTING March 1, 2009, ready to give to Tim, as a PLAN, only, so that HE can do the write-up of the Programs and Projects to bring THAT plan into actuality.
The Hubbard Management System includes the term "PLAN" with a special definition and as a "sub-system" within the larger Hubbard Management System -- this sub-system, when fully understood and used is one of the most important Management tools an executive can use to improve the prosperity of an organization.
Part of Mr. Hubbard's definition is:
A plan is a short-range broad intention thought up for the handling of a broad area to remedy it or expand it, or to obstruct or impede an opposition to expansions.
(quoted from here)
This Plan covers the period from NOW through the end of February 2009 for all aspects of the Plan.
The Plan includes a Marketing Campaign (Program) that is projected to start on November 1, 2008, and end on February 15, 2009.
The broad intention is to expand the number of new customers (NNCF) and to expand sales (VSD). Another aspect of this Plan is that the activity under this Plan should result in VSD above the "make-break" point for the entire period (3 months) of the Campaign. Finally, getting a new, fresh batch of testimonials and training Luis on how to get them -- this is definitely a part of this Plan.
The plan coincides with the Christmas Holiday, and Vibrant Life has often had a "Christmas Marketing Campaign."
The Plan also contemplates offering a large reduction in cost to buyers of some one or few products with the reduction not to be promoted as a " price discount" but rather as a "reward" for our customers and friends helping by sending us names and addresses of prospects to whom we will then send Vibrant Life literature.
We are after the development of "word of mouth" advertising. That link is must-reading for study of this Company Policy and describes the THEME of this Plan.
This PLAN divides into THREE major Sets of Programs, with Projects within each Program:
Top of Programs
Program 1: Pre-Campaign Preparation
Program 2: Christmas 2008 Marketing Campaign
Program 3. Post-Campaign Follow Up
Return to top
Program 1: Pre-Campaign Preparation
General Theme of all this Program:
Get all the prefatory work done for the Christmas 2008 Marketing Campaign DONE one or before November 1, 2008, so that the Campaign can LAUNCH on November 1, 2008, and continue with any further prefatory work smoothly scheduled so that there will be no delays in the Christmas 2008 Marketing Campaign.
LUIS & TIM: Project 1A. Read, study and clear any questions with Karl Loren, author of this Plan. Tim to do this Project 1A as soon as this Plan is announced to him. Tim to decide when Luis should read it so that he remains focused on the Gold Bonus Campaign, but also taking into account that some of the "Pre-Launch Projects may have to be done by Luis and thus he, too, will need to study this Plan.
LUIS: Project 1B. get accurate physical inventory levels for Life Glow Plus, plus any other products suggested by Tim. Get separate figures for quantity of each of these products ordered, not yet received, with expected receipt dates. Get also, estimated time for a new order for these products, from the date of order (at the time this Project step is done) until received (in time for handling expected demand because of this Campaign).
TIM: Project 1C. Figure out which of our products, presumably Life Glow Plus, but that is subject to his investigation. Pick a product which is in inventory now, or can be, in sufficient quantity to meet a large demand starting about November 10, 2008. Submit CSW for selection to Karl for approval. Take into account existing physical or projected new inventory levels as well as likely popularity of the product for this Campaign.
Karl: Project 1D. Draft letter to be sent to VL list of customers on or about November 1, 2008. Karl's letter will be two or a maximum of three sheets of paper. (Karl's printer can print duplex, two pages on one sheet, but not in color. Tim to inform Karl, ASAP, about possible duplex printing at the warehouse, with or without color.) Click HERE for Karl's first draft of this letter.
Tim: Project 1E. Revise or agree with Karl's Draft Letter. Keep in mind that Karl expects to have this letter for his signature, and for him to SIGN each letter personally. Karl's letter is designed to be mailed in a window envelop with the name showing in the window. (Tim should ascertain, and inform Karl, if we have the capability of printing a postal bar code on the letter, to show through the window, and make post office delivery faster and more accurate.
Tim: Project 1F. Get an early sample copy of the approved letter, printed all black ink AND figured for a separate cost, printed on the Lexmark with some amount of color on at least one page. Get a reasonably accurate cost of printing under various specifications.
Luis: Project 1G. Get the inventory of needed envelopes for mailing and submit CSW for Cash in advance order to Alna Envelope for whatever may be needed. Also, make a list of any other supplies that Tim or Luis can think of that are needed for launching this campaign, and as a separate step, below, for responding to the return messages from people.
Tim: Project 1H. Select a promotional packet to be sent to the prospective new names obtained as part of this Campaign.
Tim: Project 1I. Make a list of ALL supplies and items that will be needed for a) launching the campaign, b) supporting the campaign as it continues including c) all packs of literature expected to be sent out to new people.
Luis: Project 1J. Get exact current physical inventory of items
Karl: Project 1X. This Bonus Offer is in the state of changing -- mostly completed.
The bonus offer is sufficiently separate to publish on a separate page, HERE.
Karl prepares the Bonus Offer related to this Marketing Campaign -- based on the NUMBER OF ELIGIBLE NEW NAMES RECEIVED FROM THIS CAMPAIGN BY FEBRUARY 15, 2009, AND THE TOTAL VSD (ALL SOURCES) DURING THIS FOUR MONTH PERIOD OF TIME, November 1, 2008, (a Saturday, using the end of the week stat dated November 7, 2008) through Friday, February 27, 2009, a total of 17 weeks in the bonus period, and the total VSD received from the referral people from the time of the first such purchase by one, to the end of the week, February 26, 2010.
This Bonus Offer includes a bonus for Luis, only. Tim can help, but in order for Luis to earn this testimonial bonus he must demonstrate that he can get 50 testimonials from any of two groups of people:
Testimonials from any other group of names will not count as part of this bonus offer.
Luis: Project 2A. Get high quality testimonials from the customers and/or their referrals. Testimonials for bonus purposes must been the criteria in this reference.
Here is a model testimonial for reference.
Here is another model testimonial for reference
Luis: Project 2F Compose and publish original electronic news letters for the purpose of obtaining new subscribers and also NNCF.
Luis: Project 3D Learn the complete hat for the "Testimonial I/C" person. Obtain 50 or more testimonials from among the original names to whom we sent the letter offer, OR OR OR, from the referrals received FROM those original names. To be sure that these testimonials qualify for the bonus involved, see to it that they each fulfill all of the first 6 of the criteria in the below list (the links here actually lead to the original page where these criteria were published. Use your back button to return to THIS page.
The rules described here apply to both paper-printed and web-published testimonials.
One Word Characteristic
|Personal||A testimonial must be "personal." This is, by far, the single most important characteristic of a testimonial.|
|Believable||It must believable. Many times a testimonial is so miraculous that it is hard to believe. Nonetheless the story must be written in a way that makes it believable. Evidence or photos can greatly help in this characteristic.|
|Photos||At least one photo, preferably a close up of the face of the person should be used. Generally the more photos that can be provided, the better the editing selection on what photos to use.|
|Contact||A person who is willing to include his name is necessary. But when they are further willing to provide an address or eMail or phone, that greatly enhances the testimonial.|
|Solicitation||People are often very willing to write a testimonial but get stopped by little things such as a lack of postage stamp. Help them!|
|Competition||A testimonial can talk of "the competition" but it must be careful and accurate. Criticism of "medicine" is safer than criticism of "Dr. Jones."|
|Responsibility||It is a STAFF MEMBER who "creates" a testimonial by calling, writing, asking, suggesting, drafting and follow up.|
Quotes from L. Ron Hubbard are copyright 1994 © by the L. Ron Hubbard Library. All rights reserved.