Biodiversity Offering Marketing Campaign

The marketing campaign for these biodiversity auto insurance packages is nearly unprecedented because on the one hand, the idea of attaching a biodiversity project to an offering is new -- but on the other hand, the offering itself may be an existing product or service. In this case, it is a service: an auto insurance package. Therefore, the marketing campaign needs to include elements typically employed for an existing offering along with elements typically employed when launching an entirely new offering. See SAS^TM Customer Intelligence 360 for some insight on how to conduct a multichannel marketing campaign for a new offering.

The SAS product, Customer Intelligence 360 (CI360) helps a firm manage a multichannel marketing campaign. As experience with this software is acquired, a module within CI360, namely 360 Engage can help the firm morph its multichannel campaign into a more inclusive and integrated omnichannel campaign.

The following is a step-by-step procedure for conducting a marketing campaign for a biodiversity auto insurance package.

1. First create the biodiversity project's monitoring program and the biodiversity dashboard that receives the monitoring program's data. Only then begin the marketing campaign for the biodiversity offering.
2. On this dashboard, have a Comments button. Include these comments in the marketing research study for this new offering that is described in Step 8, below.
3. Create and maintain an online way to purchase the biodiversity offering.
4. Create a two-minute advertisement that explains how the biodiversity offering works. Include the biodiversity dashboard in this advertisement.
5. Run this advertisement in channels that biodiversity-concerned customers often use. These include:
   1. Sierra, The Magazine of the Sierra Club (sierraclub.org),
   2. Nature Conservancy Magazine (nature.org)
   3. Conservation Mag (conservationmag.org)
   4. World Wildlife Magazine (worldwildlife.org)
   5. National Wildlife Magazine (nwf.org/magazines/national-wildlife)
   6. Anthropocene Magazine (anthropocenemagazine.org)
   7. National Geographic (nationalgeographic.com)
   8. BBC Wildlife Magazine (discoverwildlife.com/magazine/)
6. Run this advertisement in general-audience channels: TV, radio, and social media sites.
7. Run this advertisement in channels that support customers shopping for auto insurance such as The Zebra^TM.
8. As the number of customers purchasing the auto insurance package rises above 50, analyze the sales data to discover the demographics of the most receptive customers and the most effective channels to advertise through. Two SAS source code files are provided here to support these analyses. These codes are documented here.
   The first of these codes, salesgrowth.sas uses early sales data to predict the offering's rate of sales growth via an autoregressive model of sales growth explained by context variables and demographics variables. A small example data set is included with this SAS code. See Agbenyegah for a related description of this analysis.
   The second SAS code, channels.sas predicts those channels that customers in different demographic classes use to decide to purchase the biodiversity offering.
   Tailor the biodiversity offering's advertisements and choice of channels as recommended by these two fitted models.