FiOS Presentation

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The short version of my IMC paper on Verizon FiOS

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  • Common words we came across In our research, explain
  • New York
  • Boston
  • Then transition to this“Visit verizon.com/fios to see the light” or “See the Light at Verizon.com/FiOS”Also ad the verizon logo
  • FiOS Presentation

    1. 1. The World Is Brighter With FiOS<br />David BenBassett<br />Nicole Spiros<br />XiaoXiao Yu<br />Frank Pirog<br />Young Lee<br />
    2. 2. Verizon FiOS<br /><ul><li>What is FiOS
    3. 3. Sales and Market Share
    4. 4. Subscribers</li></li></ul><li>What is FiOS<br /><ul><li>Fiber Optic Service
    5. 5. High speed internet
    6. 6. Highest picture quality
    7. 7. Integrated TV, Phone, and Internet
    8. 8. Widgets
    9. 9. Caller ID on TV
    10. 10. Streaming to computers
    11. 11. Triple-Play Bundle</li></li></ul><li>Sales and Market Share<br />$5.5 Billion in FiOS Revenue<br />3.3 Million FiOS TV<br />FiOS<br />25%<br />3.9 Million FiOS Internet<br />Pay TV Market<br />
    12. 12. Key Findings<br /><ul><li>Common Words
    13. 13. Positioning
    14. 14. Current Ads
    15. 15. Consumer Behavior</li></li></ul><li>What does FiOS Stand For?<br />
    16. 16. Current Positioning<br /><ul><li>The only Fiber Optic Triple-Play
    17. 17. Positioning by Features
    18. 18. DVR
    19. 19. Integrated services
    20. 20. Positioning by Price
    21. 21. Tiered price points
    22. 22. Positioning by Quality
    23. 23. Super fast Internet
    24. 24. High picture quality </li></li></ul><li>Current Advertising<br />
    25. 25. Consumer Behavior<br /><ul><li>Men appreciate advanced features
    26. 26. 18-34
    27. 27. Older view as commodity
    28. 28. Women more likely to make purchase
    29. 29. Asian Americans more likely to spend
    30. 30. Married with children more likely to spend
    31. 31. Most people still watch TV during original broadcast
    32. 32. Increasing desire for DVR convenience
    33. 33. Under 45/ high income more likely to switch service
    34. 34. Early adoption</li></li></ul><li>Recommendations<br /><ul><li>In the Works
    35. 35. Bucket Breakdown
    36. 36. The World is Brighter
    37. 37. See the Light</li></li></ul><li>Target Audience<br /><ul><li>Adults Age: 18-34
    38. 38. Families
    39. 39. High Income >$100,000
    40. 40. Middle class
    41. 41. Asian Americans</li></li></ul><li>What’s In The Works?<br />Extreme Makeover<br />Retention Emails<br />Stadiums<br />City Posters<br />Circulars<br />DVR Banners<br />Fantasy Football<br />Social Media<br />Campus Reps<br />
    42. 42. Filling the Six Buckets<br />Total Budget: $412,500,000<br /><ul><li>Advertising - $245,586,868
    43. 43. Sales Promo - $14,875,000
    44. 44. Direct Mail - $102,800
    45. 45. Digital - $13,940,000
    46. 46. PR -$4,000,000
    47. 47. Personal Selling - $162,000</li></ul>Costs based on run time of one year in an estimated 10 cities (where applicable)<br />
    48. 48. Television<br />Prime Time <br />Dancing With the Stars<br />Grey’s Anatomy<br />CSI<br />House<br />Fringe<br />Biggest Loser <br />Sports<br />College Football<br />NBA<br />Sunday Night Football<br />Super Bowl<br />Cable<br />ESPN<br />CNN<br />Food Network<br />HGTV<br />
    49. 49. Print<br />All Ads Full Page/Color<br />
    50. 50. Outdoor Marketing<br /><ul><li>Inner-city Posters
    51. 51. Targeted to Asian Americans
    52. 52. Pay more attention to outdoor ads
    53. 53. 10 FiOS ready Cities
    54. 54. Rotated throughout for 1 year</li></li></ul><li>Sports Marketing<br /><ul><li>Inner Stadium Advertising
    55. 55. Simple FiOS logo ads
    56. 56. Quick price-point flash through
    57. 57. 10 Stadiums
    58. 58. Major FiOS areas</li></li></ul><li>The World is Brighter with FiOS<br />
    59. 59. The World is Brighter with FiOS<br />TV+Internet+Phone<br />Get the FiOS Triple Play for just $89.99 per month<br />Learn more about FiOS at www.verizon.com/FiOS<br />
    60. 60. The World is Brighter with FiOS<br />TV+Internet+Phone<br />Get the FiOS Triple Play for just $89.99 per month<br />Learn more about FiOS at www.verizon.com/FiOS<br />
    61. 61.
    62. 62. It’s Time for You To See the Light<br />
    63. 63. Family watching TV<br />Family watching TV<br />
    64. 64. Little boy runs to the window because he sees a light<br />Little boy runs to the window because he sees a light<br />
    65. 65. The boy goes outside and finds a bright ball of light<br />The boy goes outside and finds a bright ball of light<br />
    66. 66. He picks up the ball of light and brings it home<br />
    67. 67. The boy brings the light inside and his family marvels at the transformation of their TV<br />
    68. 68. The little boy also notices an astonishing change in the speed of the family’s Internet<br />
    69. 69. He then looks to the telephone that has also been enhanced by the FiOS<br />
    70. 70. The World is Brighter With FiOS<br />Pan out to see the family's house on the street light up from Fios<br />
    71. 71. It’s Time for You to See The Light<br />Visit us at Verizon.com/FiOS<br />The commercial closes with the second slogan tied in with the Social Media, pushing people to the website<br />

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