The M Factor: Beauty and the Geek

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The M Factor Beauty and the Geek

• Customer Relationship Management Team
• Information Management Conference
• Thursday, March 5, 2009

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Welcome Introductions
Teressa Wykpisz Customer Relationship
Manager Information Strategy Innovation Office
(ISIO) Whitney Starring Marketing Services
Project Coordinator Contract Support M Squared
Strategies, Inc.
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ISIO Scope Reference Guide
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CRM Role

• Customer Relationship Manager
• Customer Relations
• Marketing
• Branding
• Communication

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The M Factor Defined
The M Factor
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Marketing Defined

• An organizational function and a set of processes
  for creating, communicating, and delivering value
  to customers and for managing customer
  relationships in ways that benefit the
  organization and its stakeholders.
• American Marketing Association

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Marketing Defined

• Marketing is getting people who have a specific
  need or problem to know, like and trust you.
• John Jantsch,
• Author, Duct Tape Marketing

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Marketing Defined

• Communication Relationships
• Relationships Communication
• Communication
• Relationships

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Communication Flow
INTERNAL
EXTERNAL
CRM
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Marketing Plan

• Strategic Marketing Plan
• Mission
• gt Goals
• Situational Analysis
• gt Internal
• gt External
• Strategies Objectives
• gt Prioritizations
• gt Tactical Planning
• Implementation
• gt Communications
• Evaluation

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Plan Mission
The Mission

• What do we want to accomplish?
• How do we want to be knownto our customers?

gt EITS THE MISSION
Make customers aware that EITS offers a complete
range of secure, cost-effective IT services and
products along with unprecedented customer
support.
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Plan Situational Analysis
Situational Analysis

• What do we have to offer?
• Who is our ideal customer?

gt EITS THE IDEAL CUSTOMER
The ideal EITS customers are looking for
reliable,cost-effective IT services that will
keep their data secure.
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Plan Strategies Objectives
Strategies Objectives

• How do we let our customers know who we are and
  what we have to offer?
• What is the most effective way to communicate
  this message?

gt EITS THE STRATEGY
Avoid the IT Geek Speak! Explain our products
and services in language that makes customers
understand what we have to offer them.
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Plan Implementation
Implementation

• Execute the plan through
• Optimized strategies
• Creative collateral

gt EITS IMPLEMENTATION
Create and distribute brochures, booklets,
customer service maps, presentations, etc. that
explain the range of EITS products and services
available to our valued customers.
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Plan Evaluation
Evaluation

• Was the strategy effective?
• Has the market changed?
• Should our strategies and objectives change?
• What are our next steps?

gt EITS EVALUATION
The EITS campaign is too new to evaluate. We will
continue to monitor the results.
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Result The Brand
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Wrap Up Questions

• Teressa Wykpisz
• Customer Relationship Manager
• Information Strategy Innovation Office (ISIO)
• FORS Phone [phone]
• Email teressa.wykpisz_at_hq.doe.gov