1、CAF Fiesta Owner Referral Program Proposal 长安福特嘉年华车主推荐计划,Prepared by Wunderman 伟门公司提供 July 27 , 2004,Summary of CAF requirements 长安福特对项目的需求,Conduct an MGM campaign to generate Fiesta incremental sales, from referrals by existing Fiesta owners. 通过对现有福特嘉年华的客户开展车主推荐活动，扩大嘉年华的销售。Leverage CRC existing Fie
2、sta owner data to support the campaign.利用CRC的嘉年华客户数据资源支持本次活动。Apart from the existing customers from database, the campaign also applies to the new customers from the July, August and September monthly incremental sales. 除CRC数据库的现有客户，本次活动还适用于在活动期间7月、8月和9月份中每个月因正常销售产生的新客户。Campaign is planed to start f
3、rom Aug and be carried out till Dec. The campaign will be phased into phase I to be ended by Sep 30 and phase II to be ended by Dec 31. Phase I campaign performance will be reviewed and the learnings will be applied to phase II. 活动计划从2004年8月开始至12 月结束。活动将分为两个阶段，第一阶段截止到9月30日，第二阶段截止到12月31日。第一阶段的活动效果评估将
4、对第二阶段的活动进行指导。,Campaign proposal 项目方案 Data Availability 关于数据,From CRC database, among existing Fiesta customers 67% have mailing addresses, 70% of which are correct. CRC数据库中67%的嘉年华车主信息包含邮寄地址，并且准确率在70%。Wunderman is commissioned to carry out outbound telemarketing to capture the missing customer mailin
5、g addresses and verify the accuracy of the existing customer mailing addresses, to prepare the data for the campaign direct mail delivery. 伟门负责通过外呼电话收集缺失的车主 邮寄地址信息并确认现有地址的准确性，为车主推荐活动的直邮准备数据CRC database currently houses around 18,000 Fiesta owner records as to Jun 29. And CAFs projection of Fiesta mo
6、nthly sales are 2,000 cars. CRC数据库中现有18,000个嘉年华车主的记录。长安福特预计嘉年华的月销量是2000辆。,Campaign proposal 项目方案 Data Availability 关于数据,Because there is 1 month time lag between the CIR to be provided by dealer and the customer data to be consolidated by CRC, for phase I to be ended by Sep 30, it is suggested to on
7、ly touch the new customers from sales of July, apart from existing database owners. 由于在经销商提供CIR信息和CRC整理出客户数据间有一个月的时间差，对于需要在9月30日结束的活动第一阶段，建议除了现有数据库的客户外，第一阶段活动将只涉及7月份销售产生的新客户。Current campaign projection is based on the total communication effort to 24,000 customers till Dec 04 (18,000 existing databa
8、se customers + 6,000 new owners from sales of July, August and September). 本方案对活动结果的估计是基于到12月为止和24000个客户沟通的工作量计算的（包括18000个数据库中的现有客户和6000个在7月、8月和9月份销售所产生的客户）。,Campaign proposal 项目方案 Data Availability 关于数据,Schedule for CRC to provide customer data to Wunderman for phase I outbound verification and dir
9、ect mailing. CRC提供给伟门活动第一阶段的车主客户数据的时间表。Customer base by period Estimated Qty CRC send to Wunderman客户数据时间段 预计数量 CRC发送给伟门的时间Existing customers as to Jun 29 18,000 TBD截止到6月份产生销售并汇总到CRC的车主数据 TBD New customers of Jul 2,000 Aug 107月份产生销售并汇总到CRC的车主数据 8月10日,Campaign proposal 项目方案 Dealer coordination 经销商协调,C
10、AF to finalize the campaign participating dealers and provide the list to Wunderman. 长安福特确定参与本次活动的经销商名单并将名单提供给伟门。Wunderman to call the GM of each dealer to find out a campaign responsible personnel and provide training regarding of campaign process via phone call (time TBD). 根据名单伟门对每一个经销商打电话，联系他们的总经
11、理，确定本次活动的经销商负责人并对其进行就活动流程的培训（时间待定）Wunderman to provide a training deck material, including the campaign process chart, image of a DM pack and dealer bulletin document via email to the dealers. 伟门通过电子邮件向经销商提供培训资料，包括活动流程图、直邮样本图片和相关的经销商公告文件。The training should be completed within 2 weeks before the cam
12、paign launch. 经销商培训应该在活动开始前两周内完成。,Campaign proposal 项目方案 Objective 目标,Acquire new Fiesta customers by generating incremental sales from referrals by existing Fiesta owners .由现有嘉年华的车主推荐朋友购买嘉年华，增加嘉年华的销售。,Campaign proposal 项目方案 Strategy 策略,A Member-Get-Member campaign leveraging word-of-mouth of positi
13、ve driving experiences of Fiesta and motivating referral by current Fiesta owners.利用现有嘉年华车主的口碑，让嘉年华车主推荐他们的朋友购买嘉年华。Reward referring owners and the referred friends RMB 1000 cash for each after purchase. 在购车后，推荐朋友的车主和被推荐并购买的朋友各获得人民币1000元的现金奖励。,Campaign proposal 项目方案 Tactics 方法,Send direct mail with 4
14、referral forms to the existing Fiesta owners. 对现有嘉年华车主发送直邮。直邮含4张推荐表。The DM will inform the campaign to the owners and let them find some friends who may have interest to buy fiesta and pass the referral forms to the friends. 直邮将告知车主关于活动的信息，鼓励他们寻找对嘉年华感兴趣的朋友并将推荐表交给这些朋友。,Campaign proposal 项目方案 Creative
15、 sample 创意草稿,The attached sample is only for reference. 此样本仅供参考。,Campaign proposal 项目方案 Creative sample 创意草稿,Focus on sharing the positive experiences of Fiesta with friends从与朋友分享嘉年华的驾驶乐趣入手。Envelop headline: The joy of control needs to be shared with friends now.信封标题：纵情驾驭的乐趣，当然要快快分享！The DM includes:
16、 envelop, a folded leaflet, 4 referral forms (the sample only shows one) and 4 owner info labels (not included in the sample).直邮包括的内容：信封，折页，4张推荐表（草稿中只显示一张）和4个印有车主姓名、VIN和地址的标签（不含在草稿中）。,Campaign proposal 项目方案 Topline Timing 关键步骤时间,Key steps timeline 关键步骤时间表,Campaign proposal 项目方案 Workflow 工作流程,CRC to
17、provide owner contact info as required,Campaign planning Creative development Production & Reporting,Brief CRC owner contact info data format,Send out DM to Fiesta owners Outbound call to verify DM reception & motivate action,Owners let friends know the campaign and pass the referral forms to the fr
18、iends,Go to dealer shop with the referral form and buy,To referred friends Take back original referral form & call FDMC for a verification code Fill in the code onto the referral form & make a copy Make copy of invoice Fax the copy of referral form & invoice to FDMC,Wunderman,Ford Owners,Referred Fr
19、iends,CRC(CAF),Dealer(CAF),Receive copy of referral form & invoice & check out accuracy. Outbound call owner and new customers to notify gift fulfillment,Outbound call to capture missing mailing address & verify mailing address data accuracy,Submit campaign report Submit copy of referral form & invo
20、ice,Mail RMB1000 cash to referred friends,Mail RMB1000 cash to referring owner,Call customers to quicken purchase process,Campaign proposal 项目方案 Workflow 工作流程,CRC按要求提供车主DM数据,活动策划，创意发展， 制作和活动报告,发送直邮并外呼电话 确认客户是否收到直邮 并鼓励立刻参加活动,向CRC提出DM需要的车主 数据格式,现有车主告知朋友关于活动的信息并将推荐表交给有兴趣购买的朋友,被推荐的朋友 持推荐表到 经销商处购买,对购车的朋友
21、 收回推荐表原件 给FDMC打电话获得核对码 将核对码填写在推荐表上并复印 复印发票 将推荐表发票复印件传真给伟门,伟门,现有车主,被推荐的朋友,CRC(长安福特),长安福特经销商,接收推荐表和发票复印件并核对信息准确性 外呼电话通知新老车主准备接收奖励邮件,给老车主邮寄现金,外呼电话 确认客户邮寄地址,将推荐表和发票复印件转交长安福特,给新车主邮寄现金,电话跟踪客户促进尽快购买,Campaign proposal 项目方案 Success Factor 活动成功的影响因素,Critical Success Factors 活动成功的影响因素Accuracy of contact detail
22、s of current Fiesta customers现有嘉年华车主联系数据的准确性。Effective creative communication and offer.有效的传播信息和有吸引力的奖励。 Effective campaign briefing to participant dealers of the campaign processes.能够在活动之前充分让参加活动的经销商了解活动内容和流程， 从而得到他们的支持和在工作流程上的配合。,Campaign proposal 项目方案 Campaign projection 项目结果预期,Key indicators关键指标
23、 Projection活动结果预期Total DM mail out 24,000 总共邮寄的信函数量 Number of the referring owners 9,600 (40% of total sent)推荐朋友的嘉年华车主数量 (总共直邮数的40%)Number of The Friends referred 19,200 (200% of referring owners)被推荐的朋友数量 (推荐朋友的嘉年华车主数的200%)Number of sales 768 (4% of The Friends referred)嘉年华的销售数量 (被推荐的朋友数的4%),Total c
24、ampaign projection from Aug to Dec 活动的总体结果预计 从8月到12月,Total campaign projection from Aug to Dec 活动的总体结果预计 从8月到12月Total campaign execution cost(including tax) RMB 872,184活动执行费用（含税）Total incentive cost (including tax) RMB 1,360 x 2 x 768 = 2,088,960活动发放奖金费用(含税)Total campaign cost (including tax) RMB 2,
25、961,144活动总费用(含税)Total sales projected 768预计销售数量Cost per sales(incentive cost included) RMB 3,855单个销售的活动费用（含奖励费用）,Campaign proposal 项目方案 Cost estimate (RMB) 费用估计,Campaign proposal 项目方案 Cost estimate (RMB) 费用估计明细,The above cost will be reviewed by CAF Procurement Department and final contracted amount
26、 TBD 以上费用将经过长安福特采购部审核，最终项目合同金额待定。,Total campaign projection from Aug to Dec,Campaign proposal 项目方案 Campaign projection 项目结果预期,Key indicators关键指标 Projection活动结果预期Total DM mail out 20,000 总共邮寄的信函数量 Number of the referring owners 8,000 (40% of total sent)推荐朋友的嘉年华车主数量 (总共直邮数的40%)Number of The Friends re
27、ferred 16,000 (200% of referring owners)被推荐的朋友数量 (推荐朋友的嘉年华车主数的200%)Number of sales 640 (4% of The Friends referred)嘉年华的销售数量 (被推荐的朋友数的4%),Phase I campaign projection from Aug to Sep 第一阶段活动结果预计 从8月到9月,Campaign proposal 项目方案 Cost estimate (RMB) 费用估计,Phase I campaign projection from Aug to Sep 第一阶段活动结果预
28、计 从8月到9月Total campaign execution cost(including tax) RMB 761,657活动执行费用（含税）Total incentive cost (including tax) RMB 1,360 x 2 x 640 = 1,740,800活动发放奖金费用(含税)Total campaign cost (including tax) RMB 2,502,457活动总费用(含税)Total sales projected 640预计销售数量Cost per sales(incentive cost included) RMB 3,910单个销售的活动费
29、用（含奖励费用）,Campaign proposal 项目方案 Cost estimate (RMB) 费用估计明细,The above cost will be reviewed by CAF Procurement Department and final contracted amount TBD 以上费用将经过长安福特采购部审核，最终项目合同金额待定。,Phase I campaign projection from Aug to Sep,Campaign proposal 项目方案 Charging & Payment 报价与支付,The campaign Charging Sche
30、me to be agreed between CAF and Wunderman will apply to this MGM campaign 长安福特和伟门间同意的报价方式适用于本次活动Charging scheme报价方式 Full campaign from Aug to Dec整个活动从8月到12月 Fixed cost 固定费用(before tax): RMB 573,2331) 3rd party cost 第三方费用: RMB 280,5382) Agency staff baseline cost 伟门员工固定费用: RMB 292,695 Variable cost 可
31、变费用(before tax): RMB 229,144CAF payment plan长安福特付款方案 Full campaign from Aug to Dec整个活动从8月到12月 Initial pay upon campaign launch on Aug xx: RMB 280,538在8月X日活动开始时支付 Interim pay by Oct 25: RMB 292,695在活动中期10月25日支付 Last pay based on performance review by Dec 20: RMB 229,144 x n%(n% = actual sales / proje
32、cted sales 实际销售与预期销售的比例)在活动结束后12月20日根据评估结果支付,Campaign proposal 项目方案 Charging & Payment 报价与支付,The campaign Charging Scheme to be agreed between CAF and Wunderman will apply to this MGM campaign长安福特和伟门间同意的报价方式适用于本次活动Charging scheme报价方式 Phase I from Aug to Sep活动第一阶段从8月到9月 Fixed cost 固定费用(before tax): R
33、MB 501,8861) 3rd party cost 第三方费用: RMB 239,6882) Agency staff baseline cost 伟门员工固定费用: RMB 262,198 Variable cost 可变费用(before tax): RMB 198,810CAF payment plan长安福特付款方案 Phase I from Aug to Sep活动第一阶段从8月到9月 Initial pay upon campaign launch on Aug xx: RMB 239,688在8月X日活动开始时支付 Interim pay by Sep 30: RMB 262
34、,198在活动中期9月30日支付 Last pay based on performance review by Oct 29: RMB 198,810 x n%(n% = actual sales / projected sales实际销售与预期销售的比例)在活动结束后10月29日根据评估结果支付CAF payment plan长安福特付款方案 Phase II 活动第二阶段 Phase II campaign cost will be issued separately based on reviewed SOW.活动第二阶段工作将根据重新估计的工作量和工作范围重新报价,Campaign
35、proposal 项目方案 Scope of work 工作范围,By Wunderman由伟门执行Campaign planning 项目方案规划 DM creative development & production 直邮创意发展和印刷制作 DM letter-shopping and delivery 直邮封装和邮寄 Set up campaign hotline and handle inbound inquiries 设置活动热线并处理呼入电话。 Train dealer about the campaign process. 培训经销商活动流程。 Carry out outbou
36、nd call to capture and verify owner mailing addresses. 外呼电话获取和确认车主邮寄地址。 Carry out outbound call to existing owners to verify DM reception and motivate to take action. 对现有车主外呼电话确认是否收到直邮并鼓励尽快参加活动。 Provide sales verification code to dealer. 为经销商提供核对码。 Receive and check out customer data accuracy from d
37、ealers fax of the copy of referral form and invoice. 接收并核对经销商传真的购车朋友的推荐表和发票的复印件。 Carry out outbound call to notify the referring owner and the referred friends of the incentive fulfillment. 外呼电话通知新老车主准备接收奖励。 Mail out incentive to the referring owner and the referred friend. 对新老车主邮寄奖励 Send verified c
38、opies of referral form and owners ID card to CAF. 向长安福特提交所有推荐表和车主身份证的复印件。 Deliver campaign report. 提交活动报告。,Campaign proposal 项目方案 Scope of work 工作范围,By CRC 由长安福特CRC执行Select Fiesta owner data and export data to Wunderman for DM letter-shopping. 筛选嘉年华车主的数据并将数据发送给伟门供打印邮件地址标签用 Owner info includes车主信息数据包
39、括：Owner full name 全名Gender 性别Province 省份City 城市Area code 区号Phone number 电话号码Extension number 分机Hand phone number 手机号码Fax number 传真号码Mailing address 邮寄地址Postcode 邮政编码Vehicle model 所购车型VIN 车辆识别号,Campaign proposal 项目方案 Scope of work 工作范围,By CAF Dealer 由长安福特经销商执行Handle referred friends purchase 接待被推荐的朋友
40、购车 Take back original referral form 收回推荐表原件 Call FDMC to get a purchase verification code 给FDMC打电话获得核对码 Fill in the code on referral form and make a copy 将核对码填写在推荐表上并复印 Copy invoice复印发票 Fax copy of referral form and invoice to FDMC 将推荐表发票复印件传真给伟门,Referral Form and Terms & Conditions 推荐表和活动规则,Campaig
41、n proposal 项目方案 Referral form 推荐表内容,The Referral Form 推荐表包括以下内容： Request for owners signature and personal ID card number 填写车主本人签字和身份证号码的位置Place for owner to paste contact info label 贴放车主个人信息标签的位置Place to let the owner to fill in the friends full name, age, gender, hand phone number, email, and mail
42、ing address. 填写被推荐信息的位置，包括姓名，年龄，性别，手机号码，电子邮件和通信地址身份证号码以及被推荐人本人签字Providing campaign hotline number for owners and friends to get information of the campaign or the nearest dealer. 提供活动热线号码供车主和朋友查询活动细节或查找就近的福特经销商Providing the URL of Fiesta webpage for the friends to check out more detail features of F
43、iesta online. 提供嘉年华产品页面的网址供朋友了解产品细节,Campaign proposal 项目方案 Terms & conditions 活动规则,General campaign terms & conditions 活动规则- Valid referral form requires owners signature and complete friends information and friends signature. 有效的推荐表需推荐的车主签名和完整填写的被推荐朋友的信息和被推荐人签名- The original referral form shall be
44、collected by dealer at purchase 朋友购车时所在经销商收回推荐表原件- After purchase, each of the referring owner and the referred friend will be rewarded RMB1,000 cash. The cash will be delivered in 7 working days after FDMC receives copy of referral form and invoice. Details please consult via campaign hotline xxx. 在购车后，推荐朋友的老车主和被推荐并购买的新车主将 分别获得人民币1000元的现金奖励。并由福特直效行销中心在收到推荐表和发票复印件7天内发送给客户。详情请通过活动热线查询。,
