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Download Graduate Trainee Programme 2015 Customer and Marketing
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Graduate Trainee Programme 2015 Customer and Marketing Information Technology & Sustainability Division Three Core Business Pillars Sports & Betting Entertainment Club Membership Charity Three Core Business Pillars Sports & Betting Entertainment Customers & Marketing Division Club Membership Charity Customer and Marketing Division (C&M) • Provide quality marketing, CRM & betting services to the businesses of HKJC • Drive wagering business results through 3 products: Racing, Football and Mark 6 • Provide customers with an impressive total customer experience • Sustain turnover growth in a responsible manner • Combat illegal betting Customer & Marketing Division Product and Marketing • • • Racing Marketing Football & Lottery Marketing Football Trading Segments and Experience • • • • • Member & Premier Segment New Segment Public Segment Racecourse Customer Experience Customer Digital Experience Development Operation-Oriented • • • Betting Systems and Betting Control Customer Service Broadcasting Services Product and Marketing Design, operate, package & promote different products • Racing & Race day Experience • Football & Lottery • Football Products 6 Product and Marketing – Racing Marketing Racing news Customers PR coverage Goodwill Out-Of-Home Media Off-course racing branches Bloggers WeChat Sponsor partners Facebook Members’ Magazine Badges Direct Mailing TV Commercial Spokesperson Social media Leaflet Racecourses’ venues Performance of horses Build the Racing Brand Print Creative visual Merchandise Jockeys Trainers Logo Product and Marketing – Racing Marketing Objectives RC Experience Promote Racing as a Sport and Social Entertainment thru… Racing Sponsorship Merchandise Happy Wednesday Major Race days Product and Marketing – Racing Marketing 11 Major Racedays in Sha Tin 9 Nov Sa Sa Ladies’ Purse Day 1 Oct National Day 14 Sep Season Opening 14 Dec LONGINES Hong Kong International Races 15 Mar BMW Hong Kong Derby 26 Apr Audemars Piguet QEII Cup 10 Jan 130th anniversary 1 Jan New Year Race Day 21 Feb CNY Race Day 3 May Champions Mile 12 July Season Finale Product and Marketing – Racing Marketing Pre-event Events to generate PR coverage and create exciting on-course events Product and Marketing – Racing Marketing TV Commercials to generate mass coverage @ terrestorial, paid & digital channels Product and Marketing – Racing Marketing Media partnership to leverage on media word of month Product and Marketing – Racing Marketing Digital & Social media platform Viral video in YouTube Popular Mobile media coverage Thematic website Key Opinion Leader (KOL) Facebook post Product and Marketing – Racing Marketing Themed merchandise to build brand loyalty Product and Marketing – Racing Marketing Branding projects 2014/15 HW Party Calendar New 15 Our Vision Transforming Racing Experience into Social Entertainment Create a “Young, Trendy, Vibrant, Worldly Racing Experience” for the young affluent target segment through Happy Wednesday Product and Marketing – Racing Marketing Broaden the appeal of horse racing through strategic alliance with selected brands Product and Marketing – Racing Marketing Digital Marketing Focus and Content Driven Product and Marketing – Racing Marketing Digital Marketing Focus and Content Driven Product and Marketing – Racing Marketing Digital Marketing Focus and Content Driven Product and Marketing – Racing Marketing Self-financing marketing lever to drive loyalty and awareness of racing brand Merchandise Product and Marketing – Racing Marketing Shops and Branch Showcases Product and Marketing – Sports Trading Sports Trading Trading Solutions Provide algorithmic and statistical solutions to Trading to drive business performance Trading Pricing – Compile accurate prices of sports events Risk Management – Effective trading practice and customer management Football Trading Team Fixed Odds Racing Trading Team 2-year Academy Program for fresh graduates Junior Trader Trader Senior Trader Trading Manager Senior Trading Manager Executive Manager, Trading Operations Head Director of of Trading Trading Product and Marketing – Sports Trading Strong Growth in Trading Business 2003 2014 1 3 10+ 60+ 2,700+ Up to 10,000 Football Turnover HK$ 16.1 B HK$ 62.2 B Betting Duty Contribution HK$ 0.8 B HK$ 4.9 B Teams in Trading Department Members in Trading Department Number of Matches Offered We are growing & Our teams are expanding… Product and Marketing – Sports Trading Key Member in Global Lottery & Sports Community The HKJC As a key member of: - World Lottery Association - Asian Lottery Association - Asian Racing Federation - European Security System Association (FIFA) Segment and Experience • Segmentation of customers • Design and Operate CRM programs • Design and Operate Loyalty programs • Design and shape racecourse customer experience 26 Digital Customer Experience Development • Designing customer digital interfaces in Mobile Apps (IOS & Android) • Designing content on web & digital devices • Customer digital innovation Operation -oriented Departments • Betting Systems and Betting Control • Customer Service Teams • Broadcasting Services 28 Why HKJC Successful entity with unique business model that you can’t find else where in the world A force for good in society with charitable donations to HK community Huge resources and sufficient internal support Offering top-class sporting entertainment Set high standard with numerous of on-job trainings for staff Customer-centric to offer excellence services Career Path of Trainee in C&M Graduate Trainee Completion of Programme with Satisfactory Performance Assistant Manager or equivalent Additional Exposure & Experience Manager / Project Manager 30 Being a Marketer Be passionate about your brand Be curious about what’s happened in the market Be creative to explore new ideas Be analytical to measure the effectiveness Being a Sports Trader • Passion • Articulate and decisive • Dynamic and adaptive to multi-cultural environment • Sensitive to numbers