Case Study of Integrated Communication Campaign used BBN Contact Strategy. Pripadova studie komunikacni kampane s nazvem "Poznejte vyhody operativniho leasingu".

1. LeasePlan ČR
campaign analysis
spring/summer 2009

2. Target group potentional customers
Communication in steps
Contact Strategy – communication channels Outputs
1. Telemarketing updating Report and updated database of
contacts
2. Direct mailing Direct response through
microsite.
Contact to sales rep.
3. Sales promotion Consumer prize competiton /
Microsite
4. Microsite Logon statistics
5. Active telemarketing Report and contact data for sales
reps.
6. E-newsletter Direct links.
7. PPC format on the web Web campaign

3. Samples of the
campaign

4. Direct mail
Get acquainted
with the real
advantages of
operating
leasing

5. Personalized number plate
Entry to personalized microsite

6. Microsite
Personalized
www page on
www.uspora.eu

7. DB module
On-line access
to and statistics
of the database

8. Banner www.leaseplan.cz

9. E-newsletter / May

10. E-newsletter / June-July

11. Ad layout

12. Summary, facts and deadlines
Telemarketing updating – 14.4. – 29.4. 2009
Testing operation of DB module, Microsite
Campaign launch 1.5. 2009 – Microsite + web PPC
banners
Direct mail dissemination – 2 waves (7.5./20.5.)
Active telemarketing - 22.5 - 17.6. 2009

13. Database summary and selfmailer
Database telemarketing updating 3005 firms
Direct mailing I. wave 500 firms
Direct mailing II. wave 665 firms
Total number of mailed items 1165 firms

14. Total campaign summary
 120x request for a personal meeting
 35x request for price quote
 113x request from prospective
customers for a personal meeting in
the future

15. Microsite Access Breakdown, source
Google Analytics
Visits
Total 18 661
New visitors 17 027
Repeat visitors 1 635
Visits without immediate escape 5 399
Average number of viewed pages
Total 1,85
New visitors 1,83
Repeat visitors 2,02
Visits without immediate escape 3,94
Time spent on page
Total 00:00:39
New visitors 00:00:36
Repeat visitors 00:01:05
Visits without immediate escape 00:02:14

16. Contact
MARCO / BBN Czech Republic, www.marco.eu
Contact person: Pavel Marek, project manager