Back to School with nEo
Background
For most parents, the July August period is synonymous with preparing their children for the upcoming
school year. Given the strategic intention of nEo to be aligned with the life stages of its target market,
while making string connections with parents, this back to school phenomenon presents a key
opportunity for nEo.
Initiative
To create strategic partnerships with merchants and service providers to assist parents in preparing
their children for the upcoming school year. Once these relationships are developed, discount books will
be produced, printed and uploaded to our digital channels. Customers will then access these booklets
and present them at these merchants along with their nEo cards to redeem.
Timeline
This promotion will also run for the July- August period with specific dates of July 14th – August 29th.
Action Plan
Deliverables
Responsibility
Dependent
Deadlines
Develop list of potential
merchants
Merchant discussions
Collect merchant
contracts
Booklet artwork
AK
Marketing
June 6th
LB, AK
AK
Merchants
Merchants
June 25th
July 4th
TC, TL
June 16th
Finalize booklet
TC, TL, AK,
Upload booklet
Print Booklet
A,F, LB
AK
Marketing and External
Suppliers
Marketing and External
Suppliers
Marketing
Printers
July 4th
July 7th
July 10th
Success Indicators
Download of 1,000 booklets
Collection of 2,000 booklets
Use of 2,500 booklets
Increase in awareness of nEo by parents of 60% in September 2014 Omnibus
Estimated Budget
$10,000