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Pittsburgh Grand Opening Strategy March 2010

Pittsburgh Grand Opening Strategy March 2010. Built by Proterra Advertising. Agenda. Vital Statistics Launch Strategy Analytics/Reporting. Vital Statistics. Vital Statistics. 7 locations in Pittsburgh, PA (1 corp store). 146,438 of Davis Vision members in Pittsburg

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Pittsburgh Grand Opening Strategy March 2010

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  1. Pittsburgh Grand Opening StrategyMarch 2010 Built by Proterra Advertising

  2. Agenda Vital Statistics Launch Strategy Analytics/Reporting

  3. Vital Statistics

  4. Vital Statistics 7 locations in Pittsburgh, PA (1 corp store). 146,438 of Davis Vision members in Pittsburg 310,037 of consumers in Pittsburg Launch begins 3/10

  5. Vital Statistics

  6. Launch Strategy

  7. Launch Strategy • Assessment and Design • Set objectives • Define expectations • Design Launch (theme, schedules, etc) • Build Measurement Tools • Launch Management • Launch Communication

  8. Program Strategy • Assessment and Design • Objectives • Create a successful and profitable launch • Effectively introduce the VisionWorks brand into Pittsburgh • Drive Davis Vision members to VisionWorks • Limit negative exposure from competition or local community

  9. Launch Strategy • Assessment and Design • Expectations • Growth – increase customer base • Become a valuable member of the community (trusted service provider) • Contribute to Pittsburgh economic stimulus (jobs, taxes, etc)

  10. Launch Strategy • Launch Management • Proterra has managed launches of this type for clients like Cingular, AT&T, Valor, State Farm and others.

  11. Launch Strategy • Launch Management • We can provide all the services for the launch: • Creative development of the launch and all launch materials • Store and distribute all materials for each new store as needed • Portal programming and maintenance • Report/analysis process

  12. Launch Strategy • Launch Communication • Effective launches require a good mixture of offline, promotional, on-site and internal communication. • The following slides outline our recommended strategy – including timing and basic details.

  13. Campaign Strategy Details on strategy elements follows

  14. Program Strategy • PR • Initial PR should start now (or upon signing of leases) and will continue until grand opening and beyond. • We would like to develop opportunities like these on the following slides so that we can incorporate measurement and reporting.

  15. Program Strategy • PR • Releases about new jobs, taxes, etc. brought into the community by VisionWorks • 1-800 vision line for updates, store info, etc. • Focus on America (with Davis Vision) • Donate Glasses (in conjunction with Cash for Clunkers - glasses) • Exclusive Frames (unique, designer background) • Look alike Contest (celebrities) • Scavenger Hunt • Top 20 singles in Pitts with glasses (all community groups)

  16. Program Strategy • Internal Communications • Should begin immediately and run through grand opening and beyond. • This should include Davis Vision and Highmark employees, as well as Visionworks and ECCA. • Countdown clock, emails, intranet and other cost effective methods should be used.

  17. Program Strategy • Local Politics • Work should begin now and continue through the grand opening and beyond • Develop Ambassadors within the community (management of Davis members, city council, etc) • Develop Media relationships (local)

  18. Program Strategy • Portal • Portal will be available to reps, managers and executives throughout the launch. • Focus of the portal is to provide one place for everyone to receive up to date launch information, campaigns, rollouts, etc. • Portal can also be configured to include blog areas to allow interactivity between ECCA, Davis and Highmark • The following slide shows samples of previous portal/tracking systems developed by Proterra.

  19. Program Strategy Wing Stop Portal Cingular Portal TNB Portal

  20. Program Strategy • Community • Should be considered immediately (due to PR efforts) and will run through launch and beyond. • Develop a referral program that provides rewards for the community (Brand Ambassadors). • Leverage School relationships built by Davis (can be community minded and used for PR also).

  21. Program Strategy • Media • Should occur in Dec. and then full on starting in January. • TV and Newspaper buys should be scheduled to leverage other outreach efforts. Should consider interactive ads on newspaper sites. • OOH outreach should be added: door hangers, sky writing, Pizza boxes and billboard campaign (reveal…).

  22. Program Strategy • Interactive • Should begin in January and run through the duration of the launch and beyond. • New items to consider: desktop widget, games (stand alone), register to win contests and updating ECCA and VisionWorks websites to coincide with launch (details, updates, offers, etc)

  23. Program Strategy • Desktop Widget Example

  24. Program Strategy • SEO • Should begin in January and run throughout the grand opening and beyond. • Opportunities include: local search, ProSearch, adding links to current VisionWorks site, optimizing VisionWorks site for local SEO, adding social networking, promotions,etc. onto the site.

  25. Program Strategy • Davis Vision • Announcement should be made to members in October and then begin again in January 2010, through grand opening and beyond. • We recommend items like: • On line appointment setting and Exam Reminders • Newsletter mention • Website mention • Paycheck Inserts • Onsite visits to member companies (see you at lunch) – Vision screenings • See the penguins with VisionWorks • New packages for members (meetings) • PURL/Landing Pages

  26. Program Strategy • Social Media • Beginning in January and running throughout the grand opening and beyond. • We recommend items like: • Icons on website • Facebook Fan Page • Facebook Ads • Quizzes • Twitter • Twitter Party • Customer Service

  27. Program Strategy • Direct Marketing • Beginning in January and running through grand opening and beyond. • We recommend items like • Direct Mail (for each location) • Flyers • Email Distributions • Doctor Mailings

  28. Program Strategy • Signage • Should begin in February and run throughout the grand opening and beyond. • Opportunities include: Giant inflatables, static clings, sidewalk art/stencils, etc.

  29. Program Strategy • Special Offers • Should begin in February and run throughout the grand opening and beyond. • Opportunities include: • March Madness • Gift with Purchase • On hold Messaging • Coupon books (proceeds to schools) • You choose your 50% off

  30. Program Strategy • Events • Should begin in March and end in March. • Opportunities include: • Mobile Units – vision screening • Radio Remotes • Open House/Grand Opening

  31. Analytics/Reporting

  32. Analytics/Reporting • We recommend building reporting and analytics into the portal. • Separate access can be provided for individual reps, managers and others. • Portals can have interactive sections for reps to post tips or questions. • We can even create areas where the managers can order materials for their centers to have them more involved.

  33. Analytics/Reporting SuddenLink TNB Cingular/Samsung

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