Rogers Wireless Communications Digital Strategy

By Dennis Spillane

Background

Founded in 1960 by Ted Rogers as a radio broadcasting channel which has since been turned into a coverage media and communications powerhouse.

Rogers business slogan is they are Canada’s number 1 wireless communications provider.

Rogers along with its communications via its own broadcast television and radio channels offers services such as wireless cell phone service, high speed internet, cable television, and home phone.

Target Audience

Young Canadian business professionals Why?

This audience is tailored to Rogers message of being the leading wireless provider for Canada

Young people are constantly on the go They don’t have time to stay in one place(like at a desktop) They need to stay connected while on the go Through channels such as text, email, social media, phone

and internet

Big Idea

My big idea for Rogers Wireless Communications is that they implement an app on every phone they issue with their service on it that has connections to their social media and also the ability to check your accounts for TV, messaging, email, bills and internet.

This one all purpose app will eliminate the 8 they current offer on the app store and also allow people to check the social media accounts.

Metrics and KPI

App downloadsMonitoring app usageClicks and Click throughsCustomer reviews of the appSocial Media followersThe time line to determine the success of they

features of this app will be six months so that it is not too late to know that the app needs changes and upgrades

Budget

Rogers would put aside $1,000,000 for the app and development

Then another $50,000 for maintenance and upgrades

Then $40,000 to measure metrics and and send out customer service surveys and produce results

Tools and Tactics

We will do paid advertising for the apps features on the websites as well run commercials across Canada promoting people using the app and highlighting the features of the app and showing people using them on the go. 

The budget for these ads will be 2 million dollars due to the fact that the budget to make an ad is around 30,000 dollars

The air space depending on frequency can cover the rest as well as paid advertising.

Summary

The story of Rogers Wireless Communications’ new mobile app that will be installed on every phone or tablet that they provide service to is this.

Currently Rogers has 8 applications available on the app store along with multiple Twitter accounts. They also have Facebook, LinkedIn, and

Google+. The big idea here is yes, while all of these

platforms they have are helping keep people wirelessly connected there are too many to keep track of. The plan is to implement a singular app that condenses all the features on their current applications and ties in their social media as well.

Summary

The app will be an all-purpose hub that allows consumers the ability to monitor accounts and services, watch live television wirelessly, email, message, view social media, and pay bills.

The app will be advertised by commercials and paid web ads that highlight the apps features and show people using them on the go.

This will boost Rogers wireless sales due to the fact that when people know there is an all-purpose app that can manage all those features from that no other service provider offers than they will be inclined to stick with Rogers and upgrade their service or switch over from a previous provider.

Sources

https://www.rogers.com/consumer/home http://howmuchtomakeanapp.com http://www.rogers.com/business/on/en/smallbusines

s/shop/wireless/apps/

http://www.flurry.com/solutions/analytics