Develop new business accelerating services

Background

Our client is a large public service company that operates across the entire mail value chain. Advertising mail remains a strong emotional channel for conveying brand messages. So our client wanted to make marketers think again about integrating this medium into their media mix

Challenge

In the marketing world, focus is now heavily put onto digitalizing campaigns and the culture around paper channels is being used less and less by marketing teams. The challenge here was to propose a module for creating and monitoring the printing of user-friendly marketing campaigns that was directly integrated into the marketing automation tools on the market. Keyrus Management intervened to carry out the marketing framework, to take charge of the project management for implementing the module and to define the marketing strategy for the solution.

Approach

On the basis of a market study that evaluated customer interest and the economic opportunity of the solution, Keyrus Management led an end-to-end process, ensuring the liason between the internal project team and all internal and external stakeholders, as well as producing the deliverables that structured the various stages and decision-making: - Strategic framing: market analysis and business plan - Project implementation: coordination of marketing automation partners, assistance in choosing service providers, development follow-up, implementation of a pilot - Launch preparation: development of marketing scenarios and roadmap, marketing kit

Key results

Benefits

The project management methods deployed by Keyrus Management consultants made it possible to secure the development of a marketing module offering a user experience as fluid as that of digital channels, based on an initial pilot implemented with the client's first marketing automation partner.

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