The Client wanted its Marketing Division to maximize shareholders value by creating long- run cash flows on which the future of the business is based. Relationship Marketing, Brands, Segmentation, Positioning and Technology generate value only through their effect on the cash flows level, timing, durability and the risk associated.
The debate is not whether to review marketing effectiveness in the board meeting, but to what marketing measures to capture and improve.
The Client asked to setup a complete Governance model for the Marketing Division and to seamlessly interlock with the organisation Governance model. During the deployment of change, the Customer asked to develop its incumbent resources skills and experience through self studies, classrooms, mentoring and coaching. The Customer also picked on a Marketing Campaign and asked for the latest and most effective communication and technology strategies put together.
The Campaign channels should span beyond traditional techniques such as print advertisement, brochures, flyers, web advertisement, mail shots, press releases and media commercials. The Customer touch points should also be able to measure the penetration level achieved and customer impression.
CONTEGRA Marketing, Creative Designer and Engineers have come together to materialize and apply a new concept in the advertising market. This new concept is to exploit the state-of-the-art projection technologies, utilize the most innovative ways of promotion, in an environment friendly way, and comply with the specific demands of each client.
The new Projection capability should innovate light in order to achieve advertising benefits. The unique deliverable comprises a “lighting” advertising method that delivers images of high resolution with the help of large scale projectors for Events, Architecture, ArtVertising/ Advertising and Interiors.
Projection Methodology
Define the project target and road map through a Memorandum of Understanding.
Define Initial Functional Specifications and Low Level Civil, Electrical and Creative Design.
Define Campaigns Key Effectiveness Indicators and means of measurement.
Define full Project Breakdown Structure (PBS)
Setup a Project Management Office
Manage the consolidated project schedule and reporting
Manage the project level change control board
Provide program level library of documents for the project management system
Coordinate project reviews.
Control of internal/ external supplier Performance.
Deliver the Projection site and support its operation for the target period.
Value Delivered
An Innovative and Integrated Marketing and Communication Model.
Delivered Marketing Key Effectiveness Indicators.
High Demand Generated
Increased Sales Conversion ratio that directly reflects into the Profit and Loss Statement.
Increased Sales Team motivation
Higher Return on Campaign Spending
Increased Brand Image that directly reflects into the Company Balance Sheet.
Fulfilling the needs of a variety of organisations such as:
Corporate Premises
Private Premises
Shopping Malls
Radio Stations
Palaces
Hotels
Museums
Religious Buildings
Municipal Buildings
