I.

EXECUTIVE SUMMARY
Avanza Inc., founded in 1993, is the first and only loyalty and CRM company in the
Philippines. Avanza designs, develops, and implements CRM and loyalty programs, that
can track, analyze, and change behavior of your customers, trade partners, or
employees. They provide a full-service capability for both loyalty and CRM requirements
such as: IT systems, CRM, reward fulfillment, social CRM and digital marketing, data
analytics, database marketing, merchant acquisition, call center, campaign
management systems, web development, letter shopping, communications strategy,
and more. They were the first to implement E-Raffle, SMS In-Store Redemption and
SMS Loyalty Tracking in the country.
The companys ultimate goal is to provide a single customer experience so multiple,
touch point communications are consistent based on the behaviors you want to achieve.
With an experience of more than 22 years, the company has been able to develop and
integrate CRM and social media solutions in building loyalty.
This Direct Marketing plan, focused on Avanza Inc.s goal toward to its clients. These
direct marketing strategies have been developed because it has been determined that a
large share of the market, is positioned to attract is interested in CRM campaigns.
The groups this target audience encompasses include SMEs and Big Companies, who
are in need IT systems, CRM, reward fulfillment, social CRM and digital marketing, data
analytics, database marketing, merchant acquisition, call center, campaign
management systems, web development, letter shopping, communications strategy.
The goals of this plan include the development of strategies that continue raise the
awareness of its brand to its clients. This goal will be met by achieving the following:
Major Objectives:

To increase client database of Avanza by 20% by the end of 2017

Minor Objectives:

To make Avanza the top-of-mind loyalty and CRM Company that can provide a fullservice capability for businesses within ___ years
To increase Avanzas clients by ___% ate the end of ___%
To boost awareness about the company through greater direct marketing efforts

These objectives will be met through a confluence Traditional and Modern direct
marketing tools. These methods include:

Seminars
Direct Mails
Brochures/Catalogue

Collaterals
Inserts
Electronic Direct Mails

The total budget, for the 8 months, is 1.2 Million Php, It is expected that its goals
will be achieved at a level sufficient to achieve the desired outcomes and where
there is any shortfall, the plan provides for appropriate and timely adjustment.

VII. IMPLEMENTATION PLAN

STRATEGIES

Seminar for Database

Marketing

OBJECTIVE

To escalate
client database of
Avanza by 20% by
the end of 2017

Direct Mail

To boost
awareness about
the company
through greater
direct marketing
efforts

LOCATIO
N
The

Location of
the
Seminar at
the Best
Western
Hotel
Manila
Companies
Located in
Luzon,
Visayas
and
Mindanao

MEDIA

On-ground Activity
for Social Media

Print Media

Electronic / Email
Direct Marketing
(EDM)

To improve the
awareness about
the company
through better
direct marketing
efforts

Companies
Located in
the
Philippines
and
Internation
al

Digital Media

Companies
Located in
Luzon,
Visayas
and
Mindanao
Companies
Located in
Luzon,
Visayas
and
Mindanao

Print Media

B2B Marketing
Collaterals (Print)
a. Business Card
b. People Chain

To increase and
retains Avanzas
clients

Catalogue/Brochures
(Leave Behinds) and
Inserts

To make Avanza
the top-of-mind
loyalty and CRM
Company that can
provide a fullservice capability
for businesses
within ___ years

Print Media