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Enterprise Thinking

Enterprise Thinking. CS November 18, 2006. Practical Application. Redefining New Product & Service Development Critical Path Method Alliances. Redefining. S1 – Create Challenge Statement: GLM is not optimizing its media relations services. Redefining. A. Is the CS one issue? YES

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Enterprise Thinking

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  1. Enterprise Thinking CS November 18, 2006

  2. Practical Application • Redefining • New Product & Service Development • Critical Path Method • Alliances

  3. Redefining • S1 – Create Challenge Statement: GLM is not optimizing its media relations services.

  4. Redefining A. Is the CS one issue? YES B. Is the CS present or future tense? YES C. Is the CS a problem or a solution? YES D. Are the facts verifiable? YES E. Are the CS’ assumptions valid? YES F. Is the CS essential to the overall goal? YES

  5. S2 – Reformulate SOC into a “Should” Statement (+OUE) GLM should optimize its media relations efforts. What would it take for GLM to optimize its media relations services?

  6. S3 – Scan for Solutions:Define the Ultimate End What do we need to know? • Who is our audience (trade, consumer)? What are their needs? • Services and amenities of interest to press • Feedback from media team • Competitive offerings • Resources available: technological, financial, staffing, time

  7. S3 – What are possible solutions? • Registration and Database Maintenance: Online press registration system, with options for updating contact information, etc. 2.Customized messaging: Numbering system for scanning, personalized messaging and BD Metrics access 3.Access to Information: Online posting system for exhibitor news; RSS feeds

  8. Overviewof Solution Options

  9. S4 - Redefine Solutions Work with IT department to develop online press registration system, connected to existing Access database.

  10. S5 – Run Test Solutions(Small Scale) • Low Cost – review idea and process with media team and IT. • Mid Cost – review idea and process with press. • High Cost – conduct internal trial run with media team and show managers.

  11. S6 – Run Test Solutions (Large Scale) Run test to determine if test • meets core competencies • gives strategic advantage • will be accepted internally & externally Test: perform trial with select group of press; track # of registrants and calls to media team

  12. S7 - Implementation • Plan – announce new service through letter to press; signage at tradeshows • Launch – select a show or group of shows to start process • Implement – offer online service

  13. S8 – Post Review • Pre-Show – anecdotal review from media team: time spent fielding calls, faxing/emailing form, requesting samples, updating contact information • At Show – press interviews • Post Show – MIS recap, suggestions, upgrades

  14. New Product & Service Development Gate 1 - Stage 1 Define parameters: Online press registration system that enables press to register for a tradeshow; update contact information; request interviews, photos Magnitude of opportunity: Less staff time spent updating records; fewer calls re: online options; ability to register for multiple shows; streamlined onsite badge pick up; in line with competitors Focus groups: internal/external poll with media team; select group of press

  15. Gate 2 – Stage 2Build a Business Case • Competitive analysis of RX, WMC, AMC, DMC, LA Mart • Technical needs -System upgrades -Web redesigns -Staff resources

  16. Gate 3 – Stage 3Development • Working model for internal testing • Develop launch plans • Press communication • Giveaways, incentives • Customer feedback • Staff • Press

  17. New Product & Service Development • Gate 4 – Stage 4 Testing/Validation • Gate 5 – Stage 5 Launch • Question press at show about benefits, ease of use, areas for improvement

  18. Critical Path Method:Developing Online Press Registration • Interview press re: registration “wish list” • Review competitive show options • Discuss needs with media team • Develop comprehensive list of registration needs and fields • Review needs with IT department • IT develop template for press access, registration, contact updates • PR conduct internal test • Review changes with IT department • IT makes changes • PR review changes; retest • Write and issue press announcement • Launch service • Survey press • Make refinements

  19. Launching Online Registration

  20. Launching Online Registration Interview press Reviewchanges with IT IT makes changes PRretest Develop needs list IT developtemplate Announce Launch Survey Refine SWOT Review with IT Internaltest Media team meeting

  21. Alliance: Ad Hoc PR and IT Departments • Objective: work jointly to develop and launch online registration system • Strategy: research, technology, testing, promotion and launch • Description: Short term, minimum resources

  22. Key Elements • Duration: 3-month period • Research • PR research press interest, competition • IT research database options • Technology • IT develop system • Testing • PR conducts internal, external tests • Promotion and Launch • PR announce and promote system • Feedback Loops • PR team and press • End-of-Cycle reviews

  23. Online Press Registration makes business: • Better – press can self-update; register for multiple shows • Faster – press no longer need to wait in lines at shows, fill out forms • Cheaper - save staff time fielding calls, faxing forms, printing badges

  24. Enterprise Thinking CS

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