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TITLE: Credit overview/loyalty LENGTH: EDIT DATE: AIR DATE: May 27 corp. 
 
 
 
 
 
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  • TITLE: Credit overview/loyalty LENGTH: EDIT DATE: AIR DATE: May 27 corp.

    VIDEO AUDIO MONTAGE:Creditcardswipes,cashregisters,creditapplicationsbeingfilledoutWIDEJodiwalkingincosmeticscameraisoutsidetheentrancelookingin.ElmhurstfootageMEDinCOSMETICSElmhurstfootage

    MUSICUPANDUNDERJODI:OneofthemajorgoalsforSaksIncorporatedin1999istoincreasethepercentageofourtotalsalesmadeusingourinhousecreditcards.In1998,SaksIncorporatedassociatesopenednearly1.2millionnewaccountsacrossalldivisions.Thisyearweplantoopenmorethan1.2millionnewaccountsandthereareanumberofinitiativesplannedforhelpingusreachthatgoal.V/)OneexcitingchangeistheconversionoftheSaksFifthAvenuecreditcardportfoliototheSaksIncorporatedcreditsystem.BoththecreditandITdepartmentsarecurrentlyfocusedonthemassivetaskofconvertingthesystemwhichiscurrentlymanagedbyanoutsidecompany.ByJulyofthisyear,theconversionwillbecompleteandwewillbegintoserviceSaksFifthAvenuecustomersfromourElmhurst,Illinoiscreditfacility.Theconversionwillcreatemorethan200newfulltimeandparttimepositionsintheChicagoareaandwillallowustoprovidemorepersonalizedservicetoourSaksFifthAvenuecustomers.

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  • signsWIDEinCOSMETICSStrollingGFX:(Overfallingcreditcardfootage)ACQUISITIONofnewaccountsACTIVATIONofdormantaccountsLOYALTYbuildingMONTAGE:footageofinstantcreditapplicationsbeingsignedwiththewordACQUISITIONappearingfullscreenMENSWideshotasJodiwalksaroundtothebackofthewrapstand,camerafollows.SameshotCUonJodishandtakingoutacreditapp.shotpullsout.

    JODI(Oncamera)SaksFifthAvenueassociateswillhearmoreaboutthatconversionontheJune10SaksFifthAvenueshow.V/OThecreditdepartmentisintheprocessofinstallingcuttingedgetechnologytobetterserveallofourexternalandinternalcustomersaswell.Thistechnologyincludesanewcallmanagementsystem,anewphonemonitoringsystem,anewschedulingsystemandanewautomatedvoicesystemcreatingastateoftheartcreditfacilityforourcompany.JODI(Oncamera)Withthesestreamlinedsystemsandfacilitiesinplace,CreditPromotionsiscurrentlyblanketingthecompanywithcampaignsfocusingonthreeprimarypoints:V/OAcquisitionofnewaccountsActivationofdormantaccountsandbuildingloyaltyamongcustomerswhoalreadyuseouraccount.MUSICUPANDUNDERJODI(Oncamera)AsImentionedearlier,amajorgoalfortheyearistoopenatleast1.2millionnewaccountssothatsourcompanysACQUISITIONgoalfortheyear.Howwillthisgoalbeaccomplished?Althoughsomeoftheseacquisitionswillcomefromexternalcredit

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  • GFX:(Overblankcredtiapp.footage)BuildinglistCustomersmust:*beinthestore*havephotoIDandcreditcard*be18orolder*signanddatetheapplications*checkyesornoforAccountgardProtectionBUSTinMENsatwrapstandMONTAGE:handswithregularcreditcardsswiping,thewordACTIVATIONcomesfullscreen.WIDEwalkingdowntheaisleinMENSBrollofshoppers

    promotionssuchasthepreapprovedmailingsandtelemarketing,themajorityofthesewillcomefromInstantCreditprocessedbysalesassociatesthroughoutthecompany.(SWING)HeresareminderofsomeproceduresthatwillhelpmoveyouandyourcustomerthroughtheInstantCreditprocessmoreefficiently: V/O:CustomerscanusetheInstantCreditapplicationonlywhentheyreinthestore.CustomersmusthavephotoidentificationandamajorcreditcardwhenapplyingforInstantCredit.Verifythatthecustomerisoflegalage18,andmakesurethecustomerhassignedanddatedtheapplication.Andfinally,foralldivisionsexceptSaksFifthAvenue,ensurethecustomerhascheckedeitheryesornoforAccountgardProtection.JODI(Oncamera)Byfollowingthesesimplesteps,andbysettingdivision,store,andpersonalgoalsforsolicitinginstantcrediteveryonebecomesanactiveparticipantinachievingthecreditACQUISITIONgoalsofourcompany. MUSICUPANDUNDER

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  • WIDEwalkinguptothewrapstand.MONTAGE:CUofLoyaltycreditcardsinhandswiththewordLOYALTYcomingfullscreen.KIDSCUofJodishandswipingacard,pullsout.Backgroundfootageofloyaltycards,theneachindividualcardcomesfullasitsmentioned

    JODI(Oncamera)AnotherimportantfocusforcorporatecreditistheActivationofinactiveaccounts.First,researchisconductedtodetermineunderpenetratedmarkets.Anunderpenetratedmarketisonewheretheaveragepercentageofthetotalstoresbusinessthatisdoneontheinhousecardisbelowthatdivisionsaverage.V/O:Forexample,withthepurchaseof15formerMercantilestoreslastfall,justover160,000accountswereconvertedtoourcreditcardsinthesemarkets.Thatrepresentsabout65%percentofallcreditaccountsopenedinthesemarketsandittakessometimeandefforttobuildsalesonthesenewaccounts.Forexample,thepercentageofcreditsalesinNashvillewherewehavefiveofthesenewstoresis37%versusa42%averageforestablishedProffittsstoresinthatarea.Manyareasofthecompanyarefocusingonbuildingstoretrafficandsalesinunderpenatratedmarketslikethese.Corporatecreditdoesitspartinthesemarketsbygivingtheinactivecustomersintheareaincentivestocomevisitthestoreandusetheircreditcard.JODI(Oncamera)Hereagain,salesassociatesareinvaluabletotheprocess:bysimplyaskingeachcustomerMayIputthisonyourProffittscard?sellingassociatestakeanactiveroleinthecompanyssuccess.

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  • WideGFX(overloyaltycardfootagebackground)Qualifications&BenefitsSpendaminimumof$1,000eachyearQualifyingcustomerreceivesanewcreditcardandagiftcheck.bustGFX(overloyaltycardfootagebackground)Qualifications&BenefitsMembersearnonebasepointforeverydollarspentusingtheircard.Qualifications&BenefitsAllloyaltymemberswhoearnaminimumof1,000pointsinthepreviouscalendaryearwillreceiveamerchandisegiftcheckbasedontheirtotalpoints.Qualifications&BenefitsPriorityAlterationsandFreegiftwrapcertificates;andexclusivemailingsincludingthequarterlyfullcolorminimagazineMed

    So,weACQUIREnewaccounts,weACTIVATEexistingcreditaccountswhatsleft?TheLOYALTYfactor.MUSICUPANDUNDERJODI:Buildingcustomerloyaltyisamajorcomponentinsolidifyingourcompanyslongtermsuccess.CorporateCreditistakingaleadingroleinbuildingcustomerloyaltybyaggressivelymovingcreditloyaltyprogramstotheforefront.V/O:ThecurrentloyaltyprogramseitherGoldCardsorFirstPlaceareinplaceinMcRaes,Younkers,ProffittsandParisian.SaksFifthAvenuehastheSaksFirstprogramwhichissimilartotheGoldCardandFirstPlaceprograms.LoyaltyprogramsarebeingdevelopedfortheHerbergersandCarsonPirieScottdivisionsaswell.JODI:ShoppersusingtheGoldorFirstPlacecardsrepresenttheverybestcustomersintermsofannualspendingwithourcompany.V/OInordertobeapartoftheprogram,thecustomermustspendaminimumof$1,000inthatdivisioninoneyear.AccountsarereviewedeachJanuarytodeterminewhoqualifiesandwhoisdroppedfromtheprogram.Ifacustomerqualifies,theyreceiveanewcreditcard,aletterexplainingthebenefitsoftheprogram,andagiftcheckwelcomingthat

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  • GFX(overloyaltycardfootagebackground)Elaneschart(Loyaltybydivision)Med.GFX(overcardfootagebackground)Elaneschart(regularchargecardsbydivision)BustGFX(overcardfootagebackground)ChartshowingbothLoyaltyandnonloyaltycardaccounts.Highlightingexamplesasshespeaks.

    customertotheprogram.JODI:(oncamera)Whenintroducingtheloyaltycardprogramstocustomersinyourdepartment,makesuretoexplainthepremiumservicesoftheprogram.V/O:MembersearnoneBasePointforeverydollarspentusingtheirGoldorFirstPlaceCard.Allloyaltymemberswhoearnaminimumof1,000pointsinthepreviouscalendaryearwillreceiveamerchandisegiftcheckbasedontheirtotalpoints.OtherperksoftheprogramincludePriorityAlterationsandFreegiftwrapcertificates;andexclusivemailingsincludingthequarterlyfullcolorminimagazinefeaturingseasonaltrends. JODI(oncamera)Perhapsthebiggestmotivationforintroducingchargecustomerstotheloyaltyprogram,istosimplylookatthenumbers.HeresalookathowtheLoyaltycardprogramsaddupbydivision.V/OThischartshowsushowmanyLoyaltycardparticipantstherearebyeachdivision,whatpercenttheseaccountholdersrepresentoftotalchargeaccountcustomersinthatdivision;howmucheachofthesecustomerscontributetothetotalpercentofcreditsales;thepercentofcustomersthatwereactiveshopperslastyear;andfinally,theaverageamounteachoftheseactiveloyaltyaccountcardholdersspendsperyear.JODI:Asyoucansee,eachofthese

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  • WIDEWalkingoutGFX(overcardfootagebackground)building10.3millionregularinhousecardholders+1.2millionnewaccountswehopetoacquire=11.5millionregularinhousechargeaccountsGFX(overcardfootagebackground)building50%or5.7millioncurrentactiveaccountsx$500averagespentperyear=$2.8billiondollars.BETTERWidewalkingGFX(overcardfootagebackground)50%or5.7millioncurrentactiveaccountsbuildingx25%customersnewlyactivated=8.2millioncustomers=$4.1billiondollarsBETTERMed.

    customersspentanaverageof$1,500in1998.Thisrepresents$499millioninsalestoSaksIncorporated.Nowletstakealookatthestandingsofourstandardinhousenonloyaltychargeaccounts.V/O:Hereweseethenumberofcardholdersbydivision;thepercentageofthosecardholderswhoactivelymadeapurchaselastyear;andtheaverageamountspentbythesenonloyaltycardholdersduringthecourseofayear.JODI:Nowhereswherethenumbersreallycountletscompare:V/O:CustomersusingYounkersGoldcardspentanaverageof$1,670lastyearwhilecustomersusingaregularYounkerscardspentonly$468duringtheyear.InadditionGoldcardorFirstPlacecardcustomersthroughoutourvariousdivisionsactivelyusedtheircardsover95%ofthetimelastyear,however,nearly50%ofourregularcardholdersdidnotmakeonesinglepurchaseatalllastyear.JODI:Prettyamazingdontyouthink?NowletsdosomeforecastingwiththesenumbersusingourAcquisitions,Activation,andLoyaltyinitiatives.V/O:Accordingtothechartswevebeenlookingat,wehaveatotalofapproximately10.3millionregularinhousecardholdersthosearethenonloyaltyaccounts.Weaddtothat

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  • GFX:(overcardfootagebackground)11.5millionregularinhousechargeaccountsx25%upgradedtoloyaltyaccountsbuilding=2.8millioncustomersx$1,500averageeachyear=$6.1billiondollarsBETTERMed.BETTERWideJodiwalksoutMONTAGE

    numberthe1.2millionnewaccountswehopetoacquirethisyear,givingusagrandtotalof11.5millionregularinhousechargeaccounts.Nowremember,onlyabout50%or5.7millionoftheseaccountsareactivesotheir$500averageperyeargeneratesaround$2.8billiondollars.JODI(oncamera)Sowhatifweactivated25%moreofthesecardholdersbr