Presentation on theme: "Enron Exclusive Program December 15, 2000. NewPower Objectives Acquisition Have Enron employee switched from Reliant to NewPower Target Acquisition rate."— Presentation transcript:
NewPower Objectives Acquisition Have Enron employee switched from Reliant to NewPower Target Acquisition rate of 70% (About 5,000 employees) Strategy Establish high level Enron executive support Establish with Enron the proper message and branding Use United Way strategy Acquisition will be 100% through the web Use a referral program for Friends and Family Try to get endorsement from Jeff Skilling and Ken Lay for other Enron partners (Arthur Andersen, Compaq etc…)
NewPower Offer Highlights Offer Enron a Pre-Market sign up and Incentive Opportunity Guaranteed Savings Electricity Offer Free December(s) with both 12 and 24 month terms - electricity Incentives $20 Cash Card First mover advantage incentive: 1 st 2,000 get Certificates for Buy One Get One Free Airline Ticket Coupon (good on some major airlines*) First Class Buy One Get One Free Ticket Coupon*: 1 st 500 executives * Certain restrictions apply for airline coupons / decision not finalized on where the first class coupon is practical.)
NewPower Friends & Family Program Program Start February 15th - Ends March 30th. Enron Employees can pass along the 24 month free Decembers offer along with the $20.00 ATM incentive. Enron employee receive another $20.00 loaded onto their re-loadable ATM card for each referral that becomes a NewPower customer. Employee has an ATM card number and name. Referred user must include that on the application for employee to receive $20.00 bounty applied to their ATM card. The employee does not have to be a customer or have signed up to be able to refer others to participate in this part of the program. Communication channels - Internet Banners/E-mails/Voicemails
Proposed Marketing Channels 3 Main Channels proposed Enron Email Web (Intranet) Direct Marketing (desk drop) Additional Options -Voicemail (Executives or Department Head) -NewPower Day (NewPower offer, FAQs, Deregulation, Promotions)
Proposed Enron Employee NewPower Offer January 8, 2001 PHASE I 1.Management E-mail Call to Action (URL/Link to Jump Page for info & FAQ) 2. Intranet Banners #1- Inform Employees (Drive to Jump Page for info & FAQ) January 29, 2001 PHASE II 1.Desk drop Invitation- Cash Card & Commodity offer (Drive to Jump Page for Offer and Sign Up Process) 2.The first mover Incentive 3.Intranet Banners version #2 (Drive to Jump Page for Offer and Sign Up Process) 4.Version 2 of newsletter copy that mirrors the offer and incentive February 15, 2000 PHASE III 1.Thank You E-mail from Gene Lockhart & Enron Management 2.Friends and family E-mail (URL/Link to Jump Page - Friends & Family) 3.Intranet banners # 3- Friends & Family Program (Drive to Jump Page) 4.Newsletter copy that mirrors the jump page
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