“work, work, work!” muttered the organizationally challenged Governor William J. LePetomane in Mel Brooks’ classic comedy “Blazing Saddles.” With a stream of meaningless paperwork and aided by sleazy sycophants, LePetomane was the ultimate ridiculously inefficient, addled manager.
LePetomane is the antithesis of what Franklin-Covey is selling. A marriage of two well-known business tools – the Franklin Planner and “The Seven Habits of Highly Effective People” author Stephen R. Covey’s leadership theories – the company provides a one-stop shop for those striving to be organizationally aware. Perhaps using the rationale that time-starved folks appreciate the efficiency and convenience the Internet can provide, the company has added e-mail to its online marketing agenda.
Franklin-Covey has been online since 1996. Its Web site (www.franklincovey.com) gives customers instant access to the company, as well as a variety of e-mail options. “We want to provide our customer base with an all-around product,” says Kim Howard, online direct marketing manager at Franklin-Covey.
The Salt Lake City, UT-based company is measuring its e-mail success rates via click-throughs and conversion. When soliciting clients through e-mail, it’s trying a creative approach that builds on a customer’s distinctive interests. One way Franklin-Covey does this is through a Web site sign-up area for “eClips” – a personalized e-mail service. Visitors to this section of the site are asked for an e-mail address, with optional spaces to enter first and last name, zip code, gender, and whether they prefer e-mail in HTML or text format. The eClips offer several choices, with an eye toward marketing to client interest.
For example, if a customer only wants new product information, he or she can click on a button that will place them on an appropriate e-mail list. Afterwards, the client will automatically be sent messages on Franklin-Covey merchandise, with appropriate click-throughs included in the e-mail.
“We have a commitment to market responsibly with our e-mail,” says Howard. “We invite people to sign up, and then by asking what they are interested in, we are able to tailor the e-mail messages to meet their needs.”
And by customizing the e-mail, Howard notes, they don’t have to spam clients with unwanted messages. Franklin-Covey also carefully guards the privacy of its e-mail users by not divulging proprietary information or selling its e-mail lists.
E-mail is aimed for both corporate and personal mailing lists. On the corporate side, a business can be informed about various upcoming Franklin-Covey training sessions. Other eClip selections include new product information and even something as basic as a memo reminding the recipient when it’s time to buy a Franklin Planner refill.
Operating on the theory of “that which is most personal is most general,” Franklin-Covey uses a holistic approach to organization, dealing with both professional and personal issues. Clients break down to about 50% men and 50% women, most with post-secondary education and middle to upper level income.
The basic philosophy of the company is that by creating equilibrium between work and home, a client can become more productive in all areas of life. Consequently, family-oriented e-mail is an important aspect of the Franklin-Covey market. A section of the Web site devoted to home issues includes various family forum Q&As, where personal issues are discussed. There’s also an e-postcard section where customers can send a “Loving Reminder” message to their children, spouses or other people in their lives. The reminders gently bring the recipient back to the Franklin-Covey site to retrieve the postcard but don’t hit the visitor with a hard sell. On the other hand, there is an offer to buy a book of “Loving Reminder” notes or stickers, perfect for hiding in either a briefcase or school lunch bag.
Online revenue, Howard says, is a small segment of the Franklin-Covey market, though this element is rapidly growing. “We use an integrated marketing approach to our catalogs, Web site and other advertising,” she notes. Add e-mail and its Web site to millions of catalogs and 125 stores nationwide, and the company has put itself in a highly visible mode where customer contact is easily accessible and quick to boot. Franklin-Covey’s combined revenue for 1998 was $344 million, which included catalog, point of purchase and Web/e-mail sales.
Ultimately, Franklin-Covey’s fledgling e-mail sales are in keeping with the company’s overall DM strategy. Through database, catalog, customized programs and workshops, as well as the Internet operations, Franklin-Covey’s goal remains consistent: helping folks achieve a healthy balance with home and work. With 17.5 million people using Franklin planners, agendas and other electronic solutions, as well as 15 million books in print worldwide (including volumes for families, teenagers, and practical advice on living Covey’s “seven habits”), and a customer-driven business philosophy, Franklin-Covey clearly has carved its niche in the self-improvement business.
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