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DOAS Marketing Facilitation
Transcript of DOAS Marketing Facilitation
What products and services do we "market?"
So... no one knows what this is?
Textbook Definition of Marketing:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association)
Marketing is the act of attracting, acquiring and engaging a clearly defined and understood target audience with the objective of driving a mutually profitable customer action.
Our Take on the Definition of Marketing:
So... what products or services do we offer that
marketing in order to be sustainable?
And Our Defined Goal and Objectives for Marketing:
Proactively and effectively promote DOAS products and services in order to ensure sustainable business operations.
1. Increase awareness of DOAS products and and services.
2. Maintain internal profitability for all revenue generating services.
That covers the "whats" of marketing...
do we - or should we - market?
This is you...
Here are your customers...
Here are some of the "gaps" in our marketing approach:
Opportunities to improve... right now:
Change management comms.
Clearly defined comms. AND marketing goals as part of divisional FY plans
What else can we do, right now?
What can/should we build for over the next year?
“If you do what you’ve always done, you’ll always get what you always got.” -- Mark Twain
What else are we doing and/or doing well?
What actionable data do we have that we can use, right now, to target marketing efforts?
What data do we still need (to gather - or to analyze) to target marketing efforts?
DOAS Marketing Facilitation
What marketing actually is...
That we aren't really doing it.
But we should be.
And now that we have a sense of what marketing is, what products and services we'd like to market, and what we need in order to market effectively... we can work towards solutions - and plan for those solutions in our FY strategies.
What does marketing look like once we have the necessary data?
Here's what we've covered:
Which should equate to more of this stuff for DOAS, our customers, and the State's taxpayers!
Who are our competitors in the following areas?
Fuel Card (WEX)
Vehicle Maintenance (ARI)
Federal Surplus Property
State Surplus Property
Surplus Property Available to the Public