Kingston Yacht Club-

Final Direct Marketing

CampaignKristi Henderson, Hailey Murphy, Jennifer Orsatti, Brittany

Rennick, Nikolas Yuen

Overview of Kingston Yacht

Club Began in 1895 as Kingston Ice Yacht Club

Among oldest yacht clubs in Canada

Multiple services

Event space

Campaign Overview Offer

Channel

Creative

Final Results Metrics

Response Rate

Retention

Expenses

Media Coverage

Cost Per Piece

Cost Per Response

Lifetime Value of a Customer

Gross Profit

Return on Investment

Objectives and Milestones Initial Campaign Objectives

Milestone 1

Data Collection

Data Management/CRM Tool

Milestones cont.. Next Step following Milestone 1

Milestone 2

Objectives

Offer

Milestones cont.. Message

Milestone 3

Channels

AB Strategy

Milestones cont.. Milestone 4

Special Notes

Mid- Campaign Revisions

Final Budget

Spent on When How Much

Facebook April16, 2012 $25.00

Google April 16, 2012 $25.00

Total $50.00

TimelineDue Date Activity

February 15, 2012 First Milestone

February 22, 2012 Second Milestone

March 21, 2012 Third and Fourth Milestones

March 28, 2012 Campaign Presentation to client

March 29, 2012 Launch

April 19, 2012 Campaign Finish

Campaign Debrief Strengths

Weaknesses

Adjustments

Opportunities to Improve

Conclusions and

Recommendations Impressions gained

Mediums straight forward

Budget maintained

Wedding page