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CLEAR 2008 Annual Conference
“Best Practices in Marketing”
Fri Sep 26/08 – 7:15am
Ian B. Silver
State Government Director
CAVU Corporation
Anchorage, Alaska
Customer-Centered Approach
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Marketing Monopoly
Define your market(S)
Understanding your Market
Communicate Value
Proactive Marketing
Typical Example
Not So Typical Example
CLEAR 2008 Annual Conference
Anchorage, Alaska
Marketing Monopoly
• Unique Opportunity to…
–Inform
–Educate
–Activate / Persuade
CLEAR 2008 Annual Conference
Anchorage, Alaska
Define your Market(S)
• Not all Customers are the
Same
• Strategic Segmentation
• Develop Messages that
Resonate
CLEAR 2008 Annual Conference
Anchorage, Alaska
Understanding your Market
• Integrated
Survey
Tools
• Measure
• How to Use
Feedback
Online Renewal Customer Comments
“This site is a tremendous leap forward in terms of convenience
and service. It sure beats writing a check!”
“A great system! Very convenient…Easy to use”
”Awesome! The process was quick, easy and efficient - great job.”
”Excellent Job. Easy to use. Do not change a thing. Thanks!”
”EXCELLENT! MUCH BETTER THAN RENEWING BY MAIL”
”Easiest license renewal of any State or municipality I deal with.”
”I wish all states were like yours. This was great.”
CLEAR 2008 Annual Conference
Anchorage, Alaska
Communicate Value
• Delivering the Message
• Transparency (public value)
• Incentive / Reward Programs
• Media Relations
• Content is King
CLEAR 2008 Annual Conference
Anchorage, Alaska
Proactive Marketing
• Clark County Nevada
• “Enforcement” Marketing
• Unlicensed Discovery Module
CLEAR 2008 Annual Conference
Anchorage, Alaska
Typical Example
“Delivering the Message”
In late 2007, Governor M. Jodi Rell used a
coordinated marketing effort with DCP to inform
and educate the public that users can now verify
licenses, renewal licenses, download rosters, and
make address changes, among others.
“I’m delighted to unveil this state-of-theart system, which was built with a focus
on efficiency and customer service,”
Consumer Protection Commissioner Jerry
Farrell, Jr. said. “This initial renewal cycle
has yielded thousands of online renewals
in only a brief period, so it’s most
definitely meeting customer needs.”
CLEAR 2008 Annual Conference
Anchorage, Alaska
Not So Typical Example
Responding to the Public
• Crisis Marketing
• Educate the
Public
• Respond to
Public
• Advertise to All
Audiences
19 9 6 - 2 0 0 6 Pr o ject ed T r end A f t er 7 M o nt hs
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C ON S TR U C TI ON WOR K
A P P LI C A TI ON S
 More than a 241% increase in license applications post-Katrina
 Expedited license applications for approval every 10 days
CLEAR 2008 Annual Conference
Anchorage, Alaska
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Speaker Contact Information
Ian B. Silver
State Government Director
CAVU Corporation
800.959.2288 Ext. 124
[email protected]
www.cavucorp.com
CLEAR 2008 Annual Conference
Anchorage, Alaska