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Projet 5.
keywords: strategic business-plan, internet-communication,
communication channels, promotional events
The client: An internet joint venture of a telecom-group
and an international bank group.
The challenge: Find ways and means to generate extra-income.
Our approach : This joint venture had been created in the late nineties,
the years of the internet hype. It was meant to create added value by
making internet connections, but it soon became clear that the results
were disappointing and that drastic measures were required to turn the
tide. The management soon launched the hunt for more profitable alternatives.
In one of several brainstorming sessions, it was proposed to use the in-house
internet marketing and communication expertise and to offer the JV’s
services to the main traditional advertisers. At the time, the latter
hardly had any idea of how internet communication might boost their business.
Blue Turtle Business Partners was key in putting this project on track.
It created a new business unit, but first made an assessment of the risks
the JV would have to face when it actually entered this market. As it
happened, the selected field was still largely unexplored, so that everything
still had to be done. It was also essential to move swiftly in order not
to loose our competitive advantage. An ad hoc team was set up to deal
exclusively with the valorisation of the JV’s professional internet
services.
The team first developed a strategic business plan for the new business
unit. The project required intense and frequent pro-active communication
efforts. It was of the utmost importance that our project be noticed by
the target group. That is why we started to develop appropriate promotion
tools, such as electronic newsletters. We organised breakfast meetings
and other promotional events, to support the JV’s sales and marketing
staff.
The result: The project was a success. The advertising
people became really interested. We helped them to get acquainted with
the potential of the internet and to develop a coherent internet-based
marketing strategy. But that was not the end of it. The developments had
not remained unnoticed and a foreign company offered to take over the
joint venture as a whole. The Business Unit we helped create, since has
developed into the most profitable division of the international business
group to which it now belongs.
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