Creating a Marketing Mindset at Enterprise Services · Creating a Marketing Mindset at Enterprise...
Transcript of Creating a Marketing Mindset at Enterprise Services · Creating a Marketing Mindset at Enterprise...
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Creating a Marketing Mindset
at Enterprise Services
What you need
How you need it
When you need it
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– Enterprise Services Charge & Goals
– Creating a Marketing Mindset
• Five elements for success
– Discussion
– Confirm Next Steps
Presentation Overview
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“…To provide centralized leadership in
efficiently and cost-effectively managing
resources necessary to support the delivery of
state government services…”
Our Legislative Charge
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Enterprise Services Goals
Delivery Exceptional Service
Reduce the overall cost of government
Empower and support employees
Keep Improving
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Creating a Marketing Mindset at
Enterprise Services
Five Elements for Success
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1. Adopting a Customer-Centric Focus
Develop and deliver superior value to
customers in a way that improves both the
customer and our constituent’s well-being.
• Customer Experience
• Agency Brand Image
• Marketing Plan
Strategy: Branding & Value
Proposition
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• Understand markets by segments.
– Consider geographic/demographic, benefit-
related and behavioral and “readiness”.
– Determine whether to position programs using
“mass marketing” or a concentrated
approach
2. Segment and Target the Market
• Strategy:
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3. Identify and Understand the
Competition
Conduct and leverage market research to
understand who else can service current
and future customer needs.
Strategy: Market Conditions
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4. Utilizing the 4 P’s of Marketing
Consider all four “P”s (and C’s) in
developing marketing strategies
– Products & Services (Customer Solution)
– Price (Customer Cost)
– Place (Customer Convenience)
– Promotion (Customer Communication)
• Strategy:
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4. Utilizing the 4 P’s of Marketing
• Products & Services
– Quality
– Timing
– Process
Product (Customer Solution)
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4. Utilizing the 4 P’s of Marketing
Brand Metrics
• Product/Profit Mix
• Forecasting Revenues
• Pricing Policy: incentives/dis-incentives
• Price (Customer Cost)
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4. Utilizing the 4 P’s of Marketing
• Access to product/services
• Place (Customer Convenience)
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4. Utilizing the 4 P’s of Marketing
Agency Promotion –
Marketing of Brand Image
Building Relationships
Promotion (Customer
Communication)
Committed
Loyal
Prefer
Aware
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5. Monitor Efforts and Make Adjustments
Establish a structure through best practices
that clarifies goals, identifies measures,
analyzes outcomes and helps determine
critical areas for improvement.
• Metrics
• Transparency
• Visual Management
Strategy:
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1 • Adopt a Customer-Centric Focus
2 • Segment and Target the Market
3 • Identify and Understand the Competition
4
• Utilize the 4 P’s (4 C’s) of Marketing
5 • Monitoring Efforts and Making Adjustments
Creating a Marketing Mindset
5 elements for success
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Discussion
What you need
How you need it
When you need it
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1. Focus efforts in 2016 on
a. Creating a Customer-Centric Focus
b. Agency Branding & Value Proposition
c. Agency-wide marketing plan
2. Align agency goals and business initiatives
to implement marketing strategies
Confirm Next Steps