Christmas 2008 Campaign Program

October 29, 2008

Working Model Subject To Final Approval

Last Revised:  May 23, 2012 4:50 PM

 

Replaces Original Draft Here

THE PLAN

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 or a little later and ends 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 (above $15,000) in VSD on an average 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 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 (see link below for more details on this) advertising.

This plan is composed of 3 programs as follows: Program 1 will be done first and program 2 and 3 will run concurrently.

THE PROGRAMS

Purpose of these programs: To get an effective Christmas 2008 marketing campaign done, on time, which increases NNCF, VSD and Testimonials.

*** PROGRAM #1 ***

Major Target: To vastly expand the number of new names in our CF (NNCF)

Primary target: Read, study this program and references and clear any questions with Karl Loren, author of this Plan. ____ (All with Targets) 

Vital targets:

  1. Be honest about doing each of these targets to a full and complete done ____ (All with targets)
  2. Keep in mind that these targets are being done to achieve a product, as covered in the Major target above. ____ (All with targets)
  3. 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. ____ (All with targets)
  4. Report each target when done in writing to the ED with a copy to the Planning Officer (whyfinder@earthlink.net) for his records. ____ (All with targets)
 

Operating Targets:

  1. 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). ____ (Luis)
 
  1. 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. ____ (Tim)
 
  1. Draft letter to be sent to VL list of customers on or about November 1, 2008 or a little later. 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.) ____ (Karl)
 
  1. 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)
 
  1. 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)
 
  1. 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)
 
  1. 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. ____ (Tim)
 
  1. Get the inventory of needed envelopes for mailing and submit CSW for Cash in advance to order Alna Envelope for whatever may be needed. ____(Luis)
 
  1. Make a list of any other supplies that Tim or Luis can think of that are needed for launching this campaign. ____(Luis)
 
  1. Make a list of any other supplies that Tim or Luis can think of that are needed for responding to the return messages from people. ____(Luis)
 
  1. Select a promotional packet to be sent to the prospective new names obtained as part of this Campaign.___ (Tim)
 
  1. 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. ____(Tim)
 
  1. Once the target above is completed and the literature pack has been defined that is going out to new people; (the pack should be something like a) A letter letting the person know that we received his or her name from [person who sent in the name], and b) and 1 to 3 pages of information on the product or products we would like these new people to buy), 200 of such packs should be made up ready to be sent out. ___ (Luis)
 
  1. Conditional Target:  If we do not have enough literature of the type needed to make up 200 packs, get these csw’d for so that the packs can be done. ____ Luis.
 
  1. Prepare a 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: 1) All the thousands of names we use to send out the promotional letter plus, 2) All the referrals we receive FROM those original names. Testimonials from any other group of names will not count as part of this bonus offer. ____ (Karl) [Note: The bonus offer is in progress and can be seen here, HERE.]
 
  1. Finalize the Christmas campaign letter and get it approved (approximately 4000) ____ (Tim)
 
  1. Get the approved Christmas letter mailed out around the 10th of November ____ (Tim)
 
  1. Compose and publish original electronic news letters (based on the information in this Christmas Campaign) for the purpose of obtaining MORE new names (NNCF) ____ (Luis)
 
  1. Review all targets reported as done and verify that they are accurately and completely done and the Major Target has been achieved ____ (Planning Officer – CW)
 

Production Target, Program #1:  All targets done and Christmas campaign letters out on or about November 10th, 2008  

*** PROGRAM #2 ***

Program Information: The NNCF Program above has been launched and we should be receiving new names as well as orders based on the rewards we are offering shortly.  This program is designed to fully utilize this inflow and turn them into expanded VSD for the company.   

Major target: To expand the VSD and maintain it above the Make-Break point throughout the campaign 

Primary target: Read, study this program and references and clear any questions with Karl Loren, author of this Plan. ____ (All with Targets) 

Vital targets:

  1. Be honest about doing each of these targets to a full and complete done ____ (All with targets)
  2. Keep in mind that these targets are being done to achieve a product, as covered in the Major target above. ____ (All with targets)
  3. Report each target when done in writing to the ED with a copy to the Planning Officer (whyfinder@earthlink.net) for his records. ____ (All with targets)
 

Operating Targets:

  1. Compose and publish original electronic news letters (based on the information in this Christmas Campaign) for the purpose of encouraging those who have sent in names to take advantage of their rewards____ (Luis)
 
  1. Do the following with each of the names received:
 
    1. Check to see if they are already in our customer list. ____ (Luis)
    2. If they are NOT in that list, send each of them a personal letter letting them know that we received their names from (name of person who sent the name in) with the literature designed for this purpose in program #1.  ____ (Luis)
    3. Write a letter to the person who sent in the names and thank then and inform them of how many 50% rewards they now have for sending us the names that are not in our customer list. Encourage them to use their 50% rewards as soon as possible and remind them of when the reward expires ____ (Luis)
    4. Log the names of the person who sent in the names connected with their referrals so that they can be adequately rewarded per out offer in the Christmas Marketing Campaign letter.
 
  1. After 2 weeks has passed and no response received from any of the people in 2b above, write another letter.  This one simply asks if they received the previous letter and literature pack and if they have any questions.  This letter should contain your email and phone number for them to call you if they wish. ____ (Luis)
 
  1. Handle any responses received and assist the person in getting his or her answers and/or products they may be interested in. ____ (Luis)
 
  1. Repeat target 3 above once more (after a further 2 weeks) and handle responses as in target 4 above. The idea here is we want to contact each of these people referred to us at lease 3 times during this program____ (Luis)
 
  1. Conditional target: If the computer system is not set up to manage this 50% reward program, it needs to be established very rapidly so that we can keep of the number of HALF PRICE bottles each person that send us names have earned. Note: the program will need to also track the following things:
    1. When a customer orders (at half price) eight bottles of LGP, or more in one shipment, they get an extra gift of free shipping within the United States. ____ (Tim)
    2. When a customer’s referrals, any of them, purchases products from us worth $100 or more, total, we'll then send the customer a gift of a $45 jar of our fabulous Vibrant Life Skin Repair Cream. This skin cream gift is only for the first $100 of purchases by any one of the many names they might send us. ____ (Tim)
    3. The program will need to terminate all discounts at midnight on the 15th of February 2008 ____ (Tim)

Production Target: VSD raised a high as possible above the make-break point by repeatedly maintaining communication with the people referring their friends to us AND the friends until the program is completed on February 15th, 2008

PROGRAM #3

Program Information:  This program is run concurrent with program #2 above.  The objective here is to gather up as much valid testimonials as possible while this program is in progress. 

Major Targets:

  1. To train Luis on the acquisition of valid testimonials
  2. To get a high volume of high quality testimonials from the customers and/or their referrals.
 

Primary target: Read, study this program and references and clear any questions with Karl Loren, author of this Plan. ____ (All with Targets) 

Vital targets:

  1. Be honest about doing each of these targets to a full and complete done ____ (All with targets)
  2. Keep in mind that these targets are being done to achieve a product, as covered in the Major targets above. ____ (All with targets)
  3. Study this Word of Mouth Advertising reference: "word of mouth" ____ (Luis)
  4. Report each target when done in writing to the ED with a copy to the Planning Officer (whyfinder@earthlink.net) for his records. ____ (All with targets)
 

Operating targets:

    1. Study the following as a model testimonial for reference: Here . ____ (Luis)
 
    1. Study this [Here] as another model testimonial for reference. ____ (Luis)  
 
    1. Study the complete hat for the “Testimonials In-Charge”. ____ (Luis)
 
    1. Using the complete hat above, obtain 50 or more testimonials from among the original names to whom we sent the letter offer ____ (Luis)
 
    1. Conditional: If necessary, collect testimonials from the new people that were referred and bought products ___ (Luis)
 
    1. Be sure that these testimonials qualify for the bonus involved by ensuring that each of the testimonials is valid per the complete hat above. ____ (Luis)

Production Target: 50 or more testimonials gotten on or before February 15th, 2008

 

Clifford Woods

Director of Planning

 

 

Official Approved as "Working Model Subject To Final Approval" When Finally Revised, this Company Policy will have the top caption of "Final Approval."