CLEAR 2008 Annual Conference

Anchorage, Alaska

Ian B. Silver

State Government Director

CAVU Corporation

“Best Practices in Marketing”

Fri Sep 26/08 – 7:15am

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Customer-Centered Approach

• Marketing Monopoly

• Define your market(S)

• Understanding your Market

• Communicate Value

• Proactive Marketing

• Typical Example

• Not So Typical Example

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Marketing Monopoly

• Unique Opportunity to…

–Inform

–Educate

–Activate / Persuade

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Define your Market(S)

• Not all Customers are the Same

• Strategic Segmentation

• Develop Messages that Resonate

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Understanding your Market

• Integrated Survey Tools

• Measure

• How to Use Feedback

Online Renewal Customer Comments Online Renewal Customer Comments

“This site is a tremendous leap forward in terms of convenience and service. It sure beats writing a

check!”

“A great system! Very convenient…Easy to use”

”Awesome! The process was quick, easy and efficient - great job.”

”Excellent Job. Easy to use. Do not change a thing. Thanks!”

”EXCELLENT! MUCH BETTER THAN RENEWING BY MAIL”

”Easiest license renewal of any State or municipality I deal with.”

”I wish all states were like yours. This was great.”

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Communicate Value

• Delivering the Message• Transparency (public value)• Incentive / Reward Programs• Media Relations• Content is King

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Proactive Marketing

• Clark County Nevada

• “Enforcement” Marketing

• Unlicensed Discovery Module

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Typical Example“Delivering the Message”

“I’m delighted to unveil this state-of-the-art system, which was built with a focus on efficiency and customer service,” Consumer Protection Commissioner Jerry Farrell, Jr. said. “This initial renewal cycle has yielded thousands of online renewals in only a brief period, so it’s most definitely meeting customer needs.”

In late 2007, Governor M. Jodi Rell used a coordinated marketing effort with DCP to inform and educate the public that users can now verify licenses, renewal licenses, download rosters, and make address changes, among others.

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Not So Typical ExampleResponding to the Public

• Crisis Marketing• Educate the

Public• Respond to

Public• Advertise to All

Audiences

1996 - 2006 Projected Trend After 7 Months

2516

1736 1807 1877 1829 1766 1849 1957

2448

3618

4160

0

500

1000

1500

2000

2500

3000

3500

4000

4500

1 2 3 4 5 6 7 8 9 1 11

CONSTRUCTION WORK

APPLICATIONS

More than a 241% increase in license applications post-Katrina

Expedited license applications for approval every 10 days

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Speaker Contact Information

Ian B. SilverState Government DirectorCAVU Corporation

800.959.2288 Ext. 124ians@cavucorp.com

www.cavucorp.com