multilevel acquisition campaign creative & marketing strategy 1
TRANSCRIPT
Multilevel Acquisition Campaign
Creative & Marketing Strategy
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Introducing the Smart Community
Optimum Lightpath empowers smart businesses – delivering the technology they need to transform the way they work – at the desk, in the classroom or hospital, in the community and on the trading floor.
Three key points:• Improve and simplify business processes by deploying smart business
communications that empower employees to do more for less.• Improve customer service by enabling on-demand decisions with the only
always-on, all-fiber Ethernet network for instant access to high-speed Internet, voice, data and video business communications.
• Control costs with the industry’s only predictable, flat-rate billing solution
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Layered Approach to Campaigns,Tactics, Messaging and CTA
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Messaging will be highly competitive, varying by market size and industry verticalEfficiencies will be gained by using less expensive tactics for “mass marketing” efforts
*Telecom spend estimate is based on GeoResults Data & Current Customer Data
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MASS MARKETFocus on Savings
Behavioral Banner Ads, Email, Postcards, TV
LOWER MID MARKETFocus on TCO and ROI w Vertical Cut
Email, Direct Mail
UPPER MID MARKETFocus on TCO and ROI w Vertical CutDimensional Mail, Sales Calls, Live Events
UP MARKETFocus on Consultation/ROI
VIP Concert, Dimensional Mail
Target Messaging
Mass MarketEmployee Size:
20-75
Lower Mid-Market
(By Vertical)Employee Size:
76-100
Upper Mid-Market
(By Vertical)Employee Size:
100-500
Up Market
(By Business)Employee Size:
500+
Better Pricing Better Pricing Lower TCO More Cost Control
Simple, Flat-rate billing
Simple, Flat-rate billing
Predictable Billing Predictable Billing
Faster, more reliable connections
Faster, more reliable connections
True network diversity from the phone company
True network diversity from the phone company
Customer Service Customer Service Consultative Approach
Consultative Approach
Create urgency with promotion
Create urgency with promotion
Create urgency with promotion
Create urgency with promotion
Reaso
ns
to B
elie
ve
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Fall Promotion
Switch Now and Save up to $12,000
Three pre-packaged promotions to use as closing tools
Price – Credit, free router, free install
Product – Toll free, free router, free install
Comfort – 90 day guarantee, free router, free install
Available only to new customers
Offers expire 12/15
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Campaign Theme
66
WE’RE JUST A SMARTER WAY TO GO.
Mass/Down Market - Letter Kit
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Upper Market – Dimensional Direct Mail
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Emails
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Microsite
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Q1 Acquisition Objectives
Generate 350 qualified leads in the first 3 months Convert 20% to sales – 70 new logos (with large number closing within 45 days of lead generation)
Increase level of segmentation• Start with geography• Layer in vertical• Layer in business size/revenue potential• Add in product bundles
Shift Up-Market: Focus efforts on Strategic Accounts• Continue to build awareness among mid-market with inexpensive tactics• Use majority of budget to open conversation with larger enterprise audience
Deliver segmented, sniper-like messages that position OLP to displace or contain competitor messaging
Test new tactics to determine what drives the most efficient activity• Include Social Networking (blogging, articles, etc.) in Q1
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Q1 Acquisition Targets
Who: C-Level Execs, IT Managers, Telecom Decision Makers
Where: Companies with 30+ employees, broken out as follows:• 30-50• 50-100• 100+
How: Will continue using the layered approach to targeting. Key verticals we will be speaking to include:• Healthcare (not just hospitals, the entire ecosystem)• Government• Education• Financial Services• Business Services• Wholesale
© 2009 Cablevision Lightpath 1212
Q1 Acquisition Tactics
Direct Mail• Inexpensive DM for Lower Market• Upscale/ Dimensional DM for Up Market
Outbound Telemarketing
Banner Ads
Radio
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Social Networking Elements• Blogs• User Groups
Sales Tools
TV Commercial