Inspired Agency

Christie Campanelli Candace Carmick Vincent Cordisco Laura Doherty Ryan Irwin Christopher Triano Linda Yon In 1842, Villanova College, an institute of higher learning, was founded in Philadelphia on the principles and ideals of Augustine of Hippo, one of historys greatest philosophers. In 2012, seven students at the now prestigious Villanova University came together to form an agency that seeks to change the way companies look at advertising. Fresh content, unique ideas, and strong implementation of strategies are staples here at Inspired Agency. Are you inspired yet? Director of Marketing CEO Creative Director Digital Media Director COO Senior Analyst Media Director

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Table of Contents
Introduction Assignment SWOT Analysis Objectives Best Practices Market Findings Target Demographic Positioning D.R.O.P.S. Creative Strategy Media Traditional Media Non-traditional Media Online Community Connection Budget Conclusion

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Assignment
Build Online BillPay awareness Increase Online Billpay enrollment Increase customer online interaction Build Online BillPay awareness

Convincing the public to try something new is a constant struggle. We will build a campaign to ensure the public realizes online billing is a prominent and viable payment option.

Increase Online Billpay enrollment

The current adoption rate of online billing is about 8 percent. Our campaign will utilize a variety of traditional and non-traditional media outlets to increase adoption rate to 35% of all customers. Our 5 year goal is to increase adoption rate to 50%.

Increase customer online interaction

In order to reach the desired customers at the right time and right place, it is essential that AQUA America can reach its customers online. Our campaign seeks to populate AQUAs current email database so that push emails and bill notifications arrive in plenty of time.

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SWOT

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SWOT

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Objectives
Increase Aqua Online BillPay adoption to 35% Our goal is to increase Aqua Online BillPay adoption rates by 27% over the first year, from 8% to 35%. Potential company savings: $3.3 Million first year At $10 of savings per customer per year, the potential savings are $3.3 Million (330,000 customers x $10). $22 Million over 5 years at 50% adoption With our plan, adoption rates should increase to a conservative estimate of 45% in the second year, and to 50% through 5 years. Potential savings after 5 years is $22 Million.

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Best Practices

San Jose Water Company

American States Water Company

Middlesex Water Company

American Water Works Association

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Market Findings
OxyGen Financial survey of Generation X clients (born 1965 to 1979) found that more than 65% of household bills are paid by women. According to the Fiserv study, 80% of the households that have internet access use Online Banking.

Target Audience

Moms and seniors and people at all income levels are using the service. Online bill payment has become mainstream, and theres still room to grow. - Geoff Knapp, Vice president. Online banking and consumer insights. Fiserv

Positioning

Right message, Right time, Right person Online Billing Motivators: The Three Cs Convenience Control Connection
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D.R.O.P.S. For the customer For Aqua America

Populate Aquas Email database Collection of demographics Bill Payment statistics Tool for future promotions A personalized website 24/7 access to billing and payment Secure Exclusive offers for D.R.O.P.S. users only Link all Aqua accounts

Direct Response Online Personalization System

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Creative Strategy
Introducing Bill: He looks traditional. He has old-fashioned values. He always means well.

Bill is the approachable face of Aqua Online BillPay Unique and humorous Attention grabbing

Meet Bill
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Episode 1

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Episode 2

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Episode 3

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QR Code
A Quick Response barcode that redirects to a URL via smartphone cameras Free for Aqua Can be placed on every advertisment, envelope and giveaway

QR Code for https://www.aquaamerica.com /Pages/Home.aspx

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Media Strategy

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Traditional Media - Direct Mail

Bill insert Seperate from bill Custom shape harder stock paper stands out from bill Front is aesthetically pleasing Back features QR Code and direct URL

Front

Back

Magnet insert Comes in addition to insert Average person visits refrigerator at least 8 times a day Household life of two years

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Traditional Media - Magazines

Philadelphia Magazine 98,890 subscriptions 56% female 21% ages 35-44 44% ages 45-64 It provides topical, in-depth reports on crucial and controversial issues, regional business trends, political analysis, metropolitan planning, sociological trends, plus critical reviews of the cultural, sports and entertainment scene. Main Line Today 122,735 Subscriptions 77% Female 71% ages 35-64 The lifestyle authority of the Main Line and Philadelphias Western suburban communities.

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Traditional Media - Trains

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Traditional Media - Buses

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Traditional Media - Billboards

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Television

1. Aqua Bill falls out of the back of a mail truck, along with other loose mail parcels. This happens pretty often.

2. Aqua Bill looks down at the address labeled on his shirt and begins to look for the house hes supposed to be delivered to. He looks both ways and shrugs. 21 Cedar. (looks around houses) 300, 302, 304

3 Aqua Bill gives up and sits down on a driveway with other mail cascading out of the faulty mailbox. He looks cold and annoyed. Silence.

4. Voiceover: Dont let Bill get lost in the mail. Aqua Online BillPay. Show computer monitor screen with the D.R.O.P.S. page and a happy, smiling Bill in the left corner.

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Nontraditional Media

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Online
Facebook Pictures of past events Helpful links and tips Contest notifications Webisodes of Bill

Twitter Instant outage updates Boil alerts Retweets of people talking about AQUA Live tweets of community events

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Community
With a D.R.O.P.S. account, users can receive discounted tickets, VIP seating, and special promotional giveaways, all incentives to jump into the world of Aqua Online Billpay.

Discounted tickets to the Philadelphia International Flower show

Special seating opportunity at the Dad Vail Regatta Aqua Americas thank you for signing up for D.R.O.P.S.

Pass out water and collect emails for D.R.O.P.S. users at booths during Philadelphia Marathon

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Media Strategy

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Public Relations

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Budget
10%

Allocation of Marketing Funds

20% 45% Traditional Non Traditional Online Community Connection 25%

Metrics
QR Codes 20 Direct Link Visits Redemption Rates Community Events
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10 30

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