Database Marketing Presentation: Karford, Ohio Health & Wellness - PDF document

Database Marketing Presentation: Karford, Ohio – Health & Wellness Initiative NOTE: This is not the entire presentation. I’ve kept just enough for a potential employer to see that I un derstand the database marketing basics. Let’s talk about how Karford can use CRM to address the health issues of its city. An active lifestyle and good nutritional choices are the bedrock of good health. Karford will work through employers to nurture and support good, healthy choices and behaviors. The CRM will help move employees along a continuum of no involvement to enrollment and various levels of employee participation. Karford’s CRM will also encourage and track employee involvement and move people toward higher involvement and better health. The CRM will capture and benchmark a range of employee data to use in tailoring frequency and messages in communications. 1

Karford has four overall marketing objectives to help them make their vision of a healthier city a reality. For our purposes today, we’ll look at Segment #2: employers who are involved in their community, have attended city council meetings, care about employees, and have enrolled in Karford’s Health & Wellness Program. To meet their overall goal, Karford has to set goals for both employers and employees. To make it easier to evaluate the program’s progress, we’ve set goals for the first five years for employers and employees. 2

Segment #2 employer marketing objectives are: [read slide] Segment #2 Employee marketing objectives are: [read slide] Karford will use a number of strategies for employers and employees, including: • Brand development • Market development • Sales development • Measurement • And, program termination For example, with employers, the brand development strategy helps Karford position the Health & Wellness Program and create awareness for the programs. 3

With employees, the brand strategy is the same but it will play out differently. The three marketing zone for employers are: • Awareness and consideration • Implementation • Participation Employee marketing zones are somewhat different: • Awareness & consideration • Participation • Participation LEVEL • Health risks • Outcomes Participation level is defined this way: LOW: • A few times a month • One area – exercise, nutrition MEDIUM: • 1-2 times a week • Participation in 1-2 areas HIGH: • 4-5 times a week 4

• Participation in 1-2 areas ADVOCATE: • 6-7 times a week • Participation in all areas • Recruit others Measuring health risks, participation levels and outcomes will help Karford measure the progress toward a healthier citizenry. This sample timeline of communications for the first three months is for Segment #2 employees at a company with a 36%-50% employee participation rate. The goal is to coax enrolled employees through the first year of participation. That’s just a sample of the kind of tailored messaging Karford’s CRM will handle. Once a person has begun to establish healthier habits. They’re more likely to stick with it. If Karford can get their residents to do this all at the same time, they’ll have a healthier city. 5

Any questions? 6