Flying a plane is a little like creating a marketing plan; neither one works very well

when you guess.

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Stop!

Marketing Mission Statement/Objectives: To maximize ITC revenues by promoting sales of products

and services that are profitable and of value to our cooperative members.

To maintain positive relationships with our member to ensure customer loyalty and retention.

To provide public relations that enhance ITC’s reputation. To provide research and analysis to ITC management to

assist in maximizing our market share. To maintain positive relationships with ITC management

and other departments to encourage support and awareness of marketing and advertising plans.

To provide feedback that will monitor progress.

ITC Mission Statement:Our mission is to profitably achieve a service quality through

cost effectiveness that meets or exceeds membership’s expectations, yet better than the best offered by

competitors; and to offer total telecommunications, informational and video services that are innovative and

competitive.

Get away from phones and interruptions:

GOOD: A quiet conference room in your office building.

BETTER: Get out of the building – go to a meeting room across town.

BEST: Get on a plane and go somewhere fun.

1) Direct revenue gains achieved through on-going campaigns

to promote ITC services. These campaigns would be used toincrease penetration and overall revenues for ITC.

2) Non-monetary gains achieved by public relations and marketing events. These would be used for customer retention, to build image, and increase top-of-mind awareness.

Two types of marketing/advertising efforts to reach goals

List Services – set goals and strategies1) Vroom High-Speed Internet-Increase penetration (identify goal)-Strategy – Promote 4 times/year (direct mail)2) Best Seat Digital TV-Increase penetration (identify goal)-Strategy - Create holiday campaign (direct mail)3) FTTH (launching FTTH 4 exchanges/summer)-Send information letter – Coming Soon-Follow up with direct mail piece-Premiere Party

List Public Relations/Events

1) Bell Ringer-Redesign header-Magazine format (more white space)2) Tailgates (1 football game – 1 basketball game)-Can koozies/blinking necklaces for football-Foam fingers for basketball-Work with a school organization to provide food3) SD Marketing Conference-Create a theme-Save the date ducks-E-vites-Paint Cans

Measure Your Success

1) Track Individual campaigns2) Surveys3) Measure monthly goals4) Monitor churn

PLAN1) Prepare2) Leave3) Action4) Numbers

“Marketing with a plan is like flying first class with an itinerary and a tour guide – you know where you are going and now that you have a plan, you can relax and

enjoy the trip.”

Thank you for coming!

Kathy Weitala

Successful Marketing Program

It’s All About . . .

High Speed Internet

•Cooperative

•Located in Rice, MN

•Serve 5 Rural Communities

•4,600 access lines - 4,000 customers

•16 Employees

Company Stats:Company Stats:Company Stats:Company Stats:

Things have been a bit crazyThings have been a bit crazyThings have been a bit crazyThings have been a bit crazy

High Speed Internet

419 439 459 469 490 505 536 562 608 642 666 728 768 805 853

396 407 423 428 445 449 463 469 473 478 488 500 510 523 542

467 487 507 530 551 600 628 673 703 734 779 882

1395

815 897 935 954 999 1031 1081 1120 1154 1228 1278 1328

0

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-06

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06

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6

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-06

Jan-

07

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08

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Nu

mb

er

of

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sto

me

rs

Telephone High Speed CATV High Speed

Free T-Shirt + Speed

$19.95/3 Mo.

Keep it Simple:

Change Specials Quarterly

Advertising

WebsiteHandouts& Inserts

Newsletter

Internal Communication

Consumer Awareness

High Speed Internet that’s really fast!

Toys for Tots

Office MakeoverAlways look your best

Get help from an expertGet help from an expertGet help from an expertGet help from an expert

High Speed Internet

20% Savings

Bill Inserts & Handouts

Large Direct Mail Post Cards

Keep it Consistent

High Speed Internet Fast and FREE!

• Website

• Direct Mail

• Bill Inserts

• Advertising

Get Your Message Out There: Portable Signs

Buy Cheap Real Estate

Look for Opportunities

• Invested in T-Shirt’s as a thank you – great advertising

• Ask for help in spreading the news

Increase Speed Notice

Grand Prize

High Speed Internet

FREEfor a Year

Create Excitement . . .

Annual Meeting

Successful Marketing

Team Effort

• Monthly Employee Meetings

• On-line Bulletin Board

• Print Material

Benton Telephone Team

• Keep it simple – 90 day promotions

• Always look professional – even with a small staff or budget

• Keep your message consistent

• Get your message out there

• Look for opportunities to promote your product

• Create excitement

• Remember it’s a team effort

Joan MillerPolar Communications

TOC ConferenceMay 14, 2008

Customer vs. Employee Incentive

Customer IncentiveProduct = SecureIT Plus

Promotion = Free PC Clean Up and 1st Month Free

Dates = October 1 – November 30, 2007

Customer vs. Employee Incentive

Customer IncentiveAdvertising Costs / $4,769Newspaper Inserts = $1,428

Insertion Costs = $2680 (2 runs)

Bill Inserts = $261

Radio Ads = $400

Web Ad = $0

Cable Access Ad = $0

FSI - Newspaper

7,075 Inserted in 5 Weekly Newspapers for 2 weeks = 14,150 inserts

Bill Insert

Included in approximately 9,000 bills

Customer vs. Employee Incentive

Customer IncentiveTotal Sold = 35

Customer vs. Employee Incentive

Employee IncentiveProduct = SecureIT Plus

Promotion = $50 Gas Card for every 6 new SecureIT Plus Customers

Dates = Dec. 1, 2007 – January 9, 2008

Customer vs. Employee Incentive

Employee IncentiveAdvertising = None

Customer vs. Employee Incentive

Employee IncentiveTotal Sold = 69

Customer vs. Employee Incentive

Employee IncentiveTotal Sold = 691 CSR = $200

1 CSR = $150

2 CSR’s = $100

1 CSR = $50

1 CSR = $25

2 CSR’s = $0

Total Cost = $525

Customer vs. Employee Incentive

Employee Incentive

1 month promotion

Total Cost = $500

Total Sold = 69

Customer Incentive

2 month promotion

Total Cost = $4769

Total Sold = 35