Verizon FIOS - Integrated Marketing Campaign
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Verizon FIOS - Integrated Marketing Campaign

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  • http://www22.verizon.com/idc/groups/public/documents/adacct/2012_q2_quarterly_bulletin.pdf
  • Cities most popular with trendy connectors, so this is where we see the most growth in the next 6 months. They are the financial hubs of the U.S.
  • PsychographicHabits: Tech-savvy, social media users who spend most of the day on the internet; they work in offices where they are online all day, watch TV through their DVRs and watch movies online on their computers or tablets. They want everything to be connected and seamless: their mobile phones, tablets, TVs, computers, etc.Interests: They use the latest phones, computers, and devices - all at the same time; they are interested in all of the latest technologies and become comfortable with them very quickly as they are released. They are the first to adopt new technologies. For fun, they like to read newspapers and magazines online, listen to music, and play video games.Attitudes: This target market always want to stay connected to their friends and keep up with the trendiest events. They are all about instant gratification, checking their phones constantly and updating their social media statuses. They are confident, ambitious, and hardworking. They are an entitled generation that feels that internet, TV, and mobile phones are necessary to survive in the U.S.Values: The most important aspect of their lives right now is work. They have graduated college and are now aiming to move their careers forward. When they aren’t working, they know how to have fun. They are family-oriented but do not live at home with their families because they are trying to make it on their own.Lifestyles: Some of them might live modest lifestyles,, but they are willing to spend their money on what matters most - being connected 24/7 through Internet, TV, and phone. They do everything online - watch tv, socialize, shop, etc. They were the first generation to grow up with computers in their homes and they are frustrated by slow devices and slow internet.Financial outlook: These “Trendy Connectors” are doing their best to live on a budget. Most of them are paying back student loans and trying to be social, while looking to save for the future. They will spend more money to be connected 24/7 with the fastest devices possible. They use internet, TV, and phone so much that it is worth the money.Path to purchase: These millennials do everything online, including switching internet/tv providers. They expect their online purchase to be seamless and user-friendly. If they cannot figure out how to purchase a product online, they either become frustrated and quit or call the customer care center.Empathy MapSeeing: They watchprimetime TV shows on their DVRs. They see the latest movies out on DVD and read bestselling books on their tablets. They like to go to cultural events like concerts and festivals. Feeling: They feel lost without their cell phones and the internet; They expect fast internet everywhere and become frustrated when places don’t have it; I addition to traditional advertising, they are likely to respond to personalized conversations through social media.Doing: They are constantly multi-tasking and have trouble sitting still.They work long hours during the day because they are trying to move up the corporate ladder. They go to trendy bars and restaurants at night with their friends. They take public transportation or own their own cars.Hearing: By checking their Facebook and Twitter feeds every few hours, they hear the latest news and updates about their friends very frequently. Word of mouth is very important to them, so they listen to their friends’ recommendations on products and services.Saying: They are upfront about their views and opinions. They are tweeting and updating their Facebook posts to talk to their friends and they review products and services on YELP and other review sites.
  • Concentrating on the bundled service (3 items together).Use upselling as a strategy to sell higher-priced products to customers to increase average revenue per customer.
  • Verizon FiOS will persuade potential customers to believe they should switch to FiOS because of the benefits that they will receive by having one dedicated fiber optic cable vs. sharing a copper cable wire with their neighbors. These benefits include fast Internet, phone, and TV, unshared access to premium quality (HD) TV channels, and uninterrupted connection to FiOS anytime and anywhere on multiple devices.
  • * Source Verizon Advertising Kit available from website
  • * Source Verizon Advertising Kit available from website
  • * Source Verizon Advertising Kit available from website
  • emarketers.com, 2010
  • http://www.ebizmba.com/articles/search-engines
  • http://econsultancy.com/us/blog/9972-how-does-google-impact-seo-performance
  • http://tomuse.com/free-email-services-review/
  • http://artofmanliness.com/2009/01/06/best-mens-magazines/http://www.forbes.com/pictures/lml45jklg/best-websites-for-millennial-women/
  • http://www.retargeter.com/what-is-retargeting-and-how-does-it-work
  • http://www.google.com/ads/innovations/remarketing.htmlhttp://www.melissadata.com/enews/articles/0705b/1.htm
  • http://www.census.gov/prod/2011pubs/acs-15.pdfhttp://www.signindustry.com/electronic/articles/images/2009-09-15-TTA-Bus1.jpgAccording to Arbitron, Ninety-eight percent of U.S. residents aged 18 or older have either driven or ridden in a vehicle in the past month and 93% of Americans have listened to AM/FM radio during the past week in 2009.https://www.cbsoutdoor.com/Tools/Resources/Documents/Arbitron2009_InCarStudy.pdf
  • 1. Radio ads run 7 days/week (14: the ad runs twice a day. 21: the ad runs three times a day)2. LA, San Diego, NY, Albany, Nassau-Suffolk, Philadelphia, and Boston are radio markets of the top 25 from Arbitron Radio Market Rankings: Fall 2012. These marketings have higher frequency than the other markets. Rank 1-NY (frequency 13) Rank 2-Los Angeles (frequency 13) Rank 8-Philadelphia (frequency 13) Rank 10-Boston (frequency 13) Rank 17-San Diego (frequency 13) Rank 19-Nassau-Suffolk (Long Island) (frequency 13) Rank 25-Pittsburgh (frequency 13)3. Selected radio stations have primary targets aged 18-35, and the secondary targets aged 25-544. Dayparts: Afternoon drive (3pm-7pm) because people aged 25-34 listen to the radio the most during the time (according to Arbitron, listening by daypart based on cume ratings).5. Basically twice a day Verizon FiOS will be aired on radio stations. The states that the Comedy Show tour will be held, FiOS ads featuring the comedy show will be aire three times a day till the show day.
  • Every time, people shop atMacy’s, they will get a chance to enter in the contest or raise their chances of winning the tickets. Macy’s will choose the lucky draw winners and send them free “FiOS Advantage” tickets to them.
  • This table is representative of where and what kind of shows we will book the front “Verizon Advantage” rows in.
  • Tour events would be 2 hours long with 40 minutes break and other shows would have breaks depending on the length of the shows to engage the attendees with Verizon FiOS in a refreshment bar, where they can experience everything related to FiOS. They can play online games, download and listen music with the fastest internet speed, watch videos on demand with advanced IPTV technology, watch TV to experience HD clarity and streaming speed, and they can experience digital voice feature of Verizon FiOS which uses voice over internet protocol technology transmitting voice signals through broadband for better voice clarity and quality.At the information desk, people can get all the needed information for FiOS, its prices and its services in more detail. Also, they can register, order and purchase FiOS bundle on the spot availing 10% more discount.All the attendees will be provided discount coupons which they can use in a limited month’s time to create urgency.
  • Direct Mail Objective• Encourage 50% of the target audience to sign up by calling or visiting the Verizon FiOS websiteStrategy and Tactics• Address a personal ‘confidential’ postcards tailored to each person including their name • Highlight the benefits of signing up to Verizon FiOS (single fiber = faster Internet)• Insert a phone number so that recipients could call to speak directly to a representative or go to the website link to learn more and sign up• Send funny wish cards to prospective customers highlighting the benefit of having FiOS, each with different designs according to the event celebrated• Send One Verizon FiOS Snuggie with a letter that mention the benefits of FiOS as being an unshared cable, The Snuggie because it usually represent a unique piece of comfort that is not sharable unlike a blanket (link to the couple sharing blanket TV ad)• Make prospective customers engage and interact with the brand by sending scratching cards to uncover the key words associate with FiOS or a last chance to win a special discount for their first month subscriptionOffer• A special code on the letter that enables the recipient to have a discount (10%) for the first signed up monthTiming:• The personal letter will be mailed twice throughout the month of November (once every two weeks)• The funny wish cards would be for Thanksgiving week and New Year’s week• The Snuggie would be sent during the week of Valentine’s day• The scratching card would be sent at the end of the campaign Mars/April
  • Strategy & Tactics• Send an email to customers who already use Verizon Wireless and those who fit the target audience • The email is meant to educate existing Verizon Wireless customers about Verizon FiOS• Stress FiOS benefit of being fast because of using a single cable per customer• Invite the recipient to learn more about the product benefit via the website• Provide a code discount to drive them to learn more and sign upOffer• A special code on the letter that enables the recipient to have a discount (10%) for the first signed up monthTimingNovember – December, twice each months
  • MobileObjective• Increase brand awareness of Verizon FiOS to people who already use Verizon Wireless and message only those who fit the target audience criteriaStrategy & Tactics• Send a text message with a discount code to Verizon Wireless customers who are part of the target audience • The text is meant to educate existing Verizon Wireless customers about Verizon FiOS• In addition, the text will stress FiOS benefits using only one cable for to each household unlike any other type of cable• Invite the recipient to learn more about the product benefit by calling a phone number or visiting the website• Invite people to join the conversation on Twitter sending the hash tag topic #sharingisoveratedOffer• A special code on the letter that enables the recipient to have a discount (10%) for the first signed up monthTiming• The text would be sent once every two weeks during the period of January/February (four texts in two months)January: learn moreFebruary: tweet
  • • In- house list- Existing customers from Verizon Wireless (select those meeting the target audience criteria) Direct response information of recipients who once visited any Verizon websites or Facebook page to seek information or like the page• List rental Subscription list such Magazines subscribers (Cosmopolitan) Response list from customers who have either made a purchased or requested information from another company with similar products in each states chosen such asTV retailers Phone CompaniesLaptop companiesTicket Masters Gaming companiesMovie theater subscriptions and,Grocery stores where the target audience shop the most• Compiled listPublically available information compiled from Census Government list, Telephone directories USPS, FEDEX and UPS movers list
  • Special announcement, for example, backstagephotoshoot from the comedy show, will be covered in social media

Verizon FIOS - Integrated Marketing Campaign Verizon FIOS - Integrated Marketing Campaign Presentation Transcript

  • Integrated Marketing Campaign Group A Bichna Heo Jennifer Varadi Ramneek KundraNYU Campaign I & II Mahima CaprihanDecember 2012 Melissa Domoraud
  • Business Overview• Verizon is a leading telecom company in the U.S., the first to deploy Fiber-to-the- Premise (FTTP) technology.• With 6.29 million customers, Verizon FiOS offers bundled services including TV, Internet and telephone.• The market for FTTP is expanding at a rapid rate as consumers look for a fast, "one- stop-solution.”• Verizon FiOS is the most technologically-advanced broadband network in the U.S., offering technologies such as cable card technology which provides customers access to premium cable channels.• By 2014, Verizon FiOS is expected to be the most widespread broadband network and "triple-play service" in the country because of the huge Verizon Wireless customer database.
  • Primary CompetitorsComcast - Comcast is the most popular and one of the largest competitor in terms of number ofbroadband customers. Comcast has 15.3 million Internet broadband customers and 23.9 millionTV customers. Current marketing campaigns include: "This is XFINITY: The Future of Awesome"Time Warner – Time Warner is one of the largest cable providers in the U.S. with nearly 8.8million Internet broadband customers and 13.3 million cable customers, rendering Time Warner amajor threat for FiOS. Current marketing campaigns include: "Enjoy Better" ""Enjoy Sports Better"Cablevision - With its Optimum Internet broadband, TV and phone products, Cablevision targetsmajor metropolitan areas in Northeast, especially New York. Cablevision has approximately 5.6million customers. Current marketing campaigns include: "Were your TV, phone, and internet company."AT&T - AT&T offers U-verse TV (with 4.1 million customers), U-verse Voice (with 2.6 millioncustomers), and U-verse High Speed Internet (with 6.5 million customers) Current marketing campaigns include: "Rethink Possible" "Welcome to the Evolution of Digital TV, Internet, and Voice”
  • Secondary CompetitorsYouTube – YouTube is one of the biggest rivals of TV. It is not only a source of entertainment, butalso a hub of immense knowledge. 60 hours of video are uploaded to YouTube every minute.Netflix – With prices as inexpensive as $7.99/month, customers can enjoy unlimited rentals ofmovies and TV shows.Vimeo - The second most popular video streaming platform is Vimeo, which gives customers thecapability to upload, share, and view videos. Vimeo supports uploads up to 5 GB.Hulu – Hulu was one of the first websites to offer online TV shows for free. Due to the limitedmarket, the website focuses on the unique tastes and preferences of the visitors.Redbox – Redbox is a website that offers inexpensive rentals for movie and games.Veoh – Veoh provides high resolution, high definition and high quality videos to its visitors.
  • Brand SWOT Analysis Strengths Weaknesses• Strong brand awareness of Verizon (parent co.) • Limited availability• First mover advantage in fiber-optic deployment • Higher price than competitors• Steady increase in number of customers • Low customer engagement• High customer satisfaction • Limited awareness of FiOS brand and offerings • Weak brand personality • Confusion about differentiation of cable providers • Low understanding of fiber-optic technology Opportunities Threats• Opportunity for brand repositioning • Intense competition and price wars• Opportunity to market to young customers who • Technological advances in industry have the potential to be brand loyal for life • Telecom regulatory, legislation, and patent issues• Increasing demand for wireless and broadband application• Partnerships across industries provide for cross- selling opportunities
  • ObjectivesBusiness Objective• Increase sales by 10% in a 6 month period.Marketing Objectives• Increase awareness of Verizon FiOS from 35% to 50% of the target audience• Increase engagement by 20% with the target audience
  • Primary Target Market"Trendy Connectors”Age: 25-34 years oldGender: Men and WomenAverage Income: $46,000+Religion, ethnicity, race: AllEducation: College-educatedHousehold: 1-2 member households in rentalapartments or condos
  • Primary Target Market Geography: 6 states with total population (ages 25-34) over 11 Mn States Population (Ages 25-34) CA 5,317,877 NY 2,659,337 PA 1,511,119 NJ 1,109,801Local media through Radio, OOH and Direct Mail will be used MA 845,141these specific geographies. Mass media such as TV, DigitalMarketing, Social Media, Events/Sponsorships will be used CT 420,377nationwide to spread awareness.Source: Media Explorer
  • Empathy Map
  • Path to Purchase Trendy Connectors are innovators, early adopters, and Awareness early majority in the technology adoption lifecycle. They are either aware, have already engaged with, or Engagement are actively considering Verizon FiOS.Active Consideration Purchase ConsumptionRelationship Building Advocacy
  • Positioning StatementVerizon FiOS provides unshared access to premium-quality (HD) cable, fast internet,and uninterrupted phone connection anytime, anywhere on multiple devices toresidential customers through a revolutionary fiber-optic cable network.• Perception Challenge: Verizon is a telecommunications company that also supplies TV, internet, and phone services through FIOS, which is struggling to create a unique position for itself in a highly feature-centric category.• Pre-Campaign Current Brand Schema: Connectivity, Accessibility, Reliability, Pioneering, Expertise, Convenience, and Network.• Post-Campaign Brand Schema: Fun, Humorous, Exclusive, Entertainment, Modern, Exciting, and Young-at-Heart.
  • Brand Association Map New Brand Schema Old Brand Schema Expert 5.00 Pinoneer in Expert Technology 4.00 Fun Reliable 3.00 2.00 Humorous Connectivity 1.00 0.00 Exclusive Network Modern Convenience Entertainment Access Exciting Young-at-Heart
  • Communications ObjectiveThe “big idea” is to tell customers that there are some things they don’t need toshare, including their cable line. The slogan “sharing is overrated” will be used througha series of comedic executions, showing customers that it is okay to be selfish to getthe things they need in life to make them productive and efficient in their modernlifestyles – namely fast Internet, HD-TV, and uninterrupted phone service. SHARING IS OVERRATED
  • Advantage of FTTPFiber-to-the-Premises (FTTP)• Each premise has its own fiber-optic cable, rather than connecting to a central neighborhood hub• Fiber-optic cables carry massive amounts of bandwidth across long distances with faster speeds.• They are reliable in bad weather because they are made of glass and do not conduct electricity. FiOS Others
  • 360 Media PlanNOV DEC JAN FEB MAR APR MESSAGING: “SHARING IS OVERRATED” BUZZ LAUNCH SUSTAIN MOMENTUM SOCIAL MEDIA DIGITAL OUT-OF-HOME DIRECT TV DIRECT TV SOCIAL MEDIA RADIO TV RADIO DIGITAL SPONSORSHIP /EVENTSMASS INTEREST & ACTIVE CONSIDERATION ENGAGEMENT AWARENESS
  • Campaign Budget Social Media CRM 5% 5% Print Radio 0% 5% OOH 30% Sponsorships/Events 15% Digital TV 20% 20%
  • OUT OF HOME (OOH) Media(30% of Media Budget)
  • OOH Media Strategy Digital BillboardsDigital Billboards are one of the greatest ways to impact the increasingly mobile population andto communicate messages to the masses. It allows for content flexibility in real time to grabattention and engage with the mobile population.• Forms to be employed: Use of props, special effects with embellishments, and extensions• Digital billboard strategy: Identify highways, expressways, arenas, and stadiums with high traffic volume based on average annual daily traffic (AADT) in cities with population 80,000+ covering 6 states to increase number of impressions by 50% over a period of 6 months. Specialty MediaThis media provides effective point-of-purchase exposure in major shopping districts, keeping themessage top of mind. This tool is perfect for creating brand exposure at eye-level, penetratingurban centers and creating a city landmark with rapid frequency and reach.• Forms to be employed: Wallscapes, wrapped elevators, backlit shelters, station displays, windows, transit passes and LED screens with interactive media, mobile inflatable billboards• Specialty media strategy: Identify strategic places in selected urban areas with heavy pedestrian footfall in order to boost impression by 40% over a period of 6 months.
  • OOH Media Strategy Commuter/Suburban RailCommuter rails provide a unique opportunity to reach the affluent demographic in upscalesuburban areas with high frequency (i.e. twice/day, 22 “work days”/month, commuters spendapprox. 10+ hours on these rails).• Forms to be employed: Rail wraps, train cards, and interior car branding• Commuter Rail Advertising Strategy: Identify commuter rails with high annual ridership connecting urban and suburban cities across 6 states in order to increase number of impressions by 50% over a period of 6 months. Station Domination:Station Dominations allow a brand to dominate the consumer landscape and create massiveimpact at high traffic commuter centers.• Forms to be employed: Projectors, floor graphics, posters (walls + platforms), column wraps, wallscapes, dioramas, kiosks, angle banners, tunnel wraps, turnstiles, illuminated piers.• Station Domination Advertising Strategy: Identify high traffic commuter centers and boarding/waiting centers in urban and suburban areas across 6 states in order to increase number of impressions by 55% over a period of 6 months.
  • OOH Media Strategy Commuter/Suburban RailMobile MediaBus/Subway Advertising is an effective way to reach a large inner city and suburban audience.• Forms to be employed: Bus exterior, shuttle wraps, subway platforms• Mobile Media Strategy: Identify buses/subways with heavy annual ridership in order to increase the number of impressions by 45% amongst the trendy connectors over a period of 6 months. Mall as a MediaMalls serve as an excellent platform to provide eye level exposure with high frequency at thepoint of purchase as well as seasonal, promotional or branding campaigns.• Forms to be employed: Dioramas, floor graphics, banners, kiosks, elevator/escalator wraps• Mall Media Advertising Strategy: Identify shopping malls in target urban, suburban areas which have heavy shopper footfall due to major anchors such as Macys, Nordstrom, Bloomingdales, Lord and Taylor, Neiman Marcus, Sears, JCPenney, Target, Best Buy etc.
  • Digital Marketing/Outbound Marketing Objectives• Increase the number of impressions by 55% of prospective customers within a period of six months• Increase web traffic by 75% of the target audience within a period of six months• Increase conversion rate by 35% within a period of 6 months
  • Trendy Connectors Digital Habits Millennial aged 22-27 (emarketers.com, 2010) • 71% use search engines • 46% use social media • 43% email friends or family • 37% watch TV programs • 37% read about news, weather or events • 34% watch/listen to content created by others – blogs, videos, music etc • 33% seek personal interest - travel/leisure, hobbiesSearch Email Online Entertainment Social MediaEngine Services News & Magz Websites
  • Search Engine Optimazation1. Google -900,000,000 visitors per month2. Bing - 165,000,000 visitors per month3. Yahoo! - 160,000,000 visitors per month4. Ask - 125,000,000 visitors per month5. AOL Search - 33,000,000 visitors a month(ebizmba.com, 2012)• Paid Ads -the key is to bring specific/quality traffic to FiOS Website• Prospects who use long tail keywords to find Verizon FiOS and then potentially convert into leads• Efficient keywords list Keywords Verizon FiOS, Verizon Wireless, FIOS, What is FiOS, Free Movie Sharing, Moving house, Free Movies, Fast Cable, Fast Internet, Cheap Internet, Online Movies, Free Music, Watch Live TV, Movie Streaming, Fiber Optic, Verizon Triple Play, Download Movies Fast, Live Streaming, Online Contest, Sharing, Number One Fastest Internet, Internet Package, HD movies, Online Games, Sport Live Streaming, Pictures Sharing, New Mover House Kit, Online Comedy Shows, Conan O’ Brien Show, Jay Leno Show, Ticket Master
  • Organic Search • Regularly update Verizon FiOS Google+ page to gain more organic search results • Currently over 19,000 followers • Google+ Whenever someone search for something on Google, it uses information from Google+ accounts in your results, including photos and updates that you or others in your network have shared (econsultancy.com,2012) • Social media and events/partnership to also help Verizon FiOS appear in organic searches
  • Email Services Top four email providers: Gmail, Yahoo, MSN/Hotmail and, AOL (tomuse.com,2012) • Paid banner space • Banners on the Newsfeed and in inboxes inviting to learn more or sign up to FiOS • Various banners’ sizes depending on the website requirements -Medium Rectangle (300x250), vertical rectangle (160x600, leaderboard (728x90) • The landing page to be the same for each banners http://fios.com/sharingisoverrated • Banners to be placed during the entire campaign, November-April) • Banners to change seasonally Thanksgiving, Christmas, New Year, St Patricks’ day and Valentine’s day • General banner designs for off seasons
  • Online News And Magazine Publications Online MagazinesA six months ‘pay-per-click’ contract/agreement with selected magazines• Ads to appear on relevant prospective customers’ page using cookies - Male: GQ Magazine, Wired, Men’s Health, Esquire Magazine, MaximMagazine, Men’s Fitness, - Female: Cosmopolitan, Marie-Claire, Elle, Allure, The Everyday Girl, Vanity Fair Event/Partnership PR•Online Newspapers - Local newspaper of chosen states, Search Engine News
  • Retargeting• FiOS banners ads trough the Google display network on pages of people whovisited FiOS website before but did not convert• Banner sizes to vary (Medium Rectangle (300x250), vertical Rectangle(160x600, leader board (728x90))• Invite them to sign up with a 10% discount by clicking the banner now
  • Entertainment/Leisure -Remarketing Google display network • Group of thousands of websites where ads can appear • Sites in this network have partnered with Google to show relevant AdWords ads • FiOS ads can be automatically matched to websites when the selected keywordsare related to the sites content (Ref key words list) • Benefit from contextual marketing - Based on tags, keyword analysis, word frequency, in order to precisely match Google ads to each page Example of pages on which FiOS Ads could appear Downloading/ Sharing (movies, music, books): Youtube.com, Divics.com, Tvlinks, sidereel.com, OviGuide.com - Gaming websites Zynga.com, BigfishGames.com, Majorleaguegaming.com - New Movers websites: 40+M people in the US move each year; People in their 20s representing the highest concentration; Nearly 33% do not report their new address to the USPS moving guide
  • TV Media Strategy ObjectiveReach 40% of the primary target market through TV advertising with a frequency of atleast once in 6 month period• Specific TV shows will be chosen in order to target the Trendy Connectors, to generate awareness, and to reach as many viewers as possible.• Ads will be placed at the beginning and at the end of commercial breaks, which have higher potential of brand recall.• 30 second and 1 minute ads will be utilized.• The duration of the TV ad campaign will be November 1st to April 30thSource: tvweek.com
  • TV Media StrategyAdvertising on the following TV channels is crucial to the success of the campaign.The following channels are popular with the Trendy Connectors:ABCBRAVOComedy CentralCNNCBSESPNFOXMTVNational Geographic
  • TV Shows
  • TV Advertising Schedule Time for No. of No. of Viewers No. of Timeslot for Channel Type Shows Day Show Time Age Group Position Commercials Breaks (million) FiOS Ads Ad CBS Network CSI Fri 9:00 pm – 10:00 pm 15 to 19 mins 5 to 7 10.76 18 – 40 4 1st and 3rd 30 secs How I met your Mother Mon 8:00 pm – 8:30 pm 8 to 9 mins 3 to 4 9.67 18 – 34 2 1st and 3rd 1min Two and a half men Thurs 8:30 pm to 9:00 pm 7 to 8 mins 3 to 4 14.64 18 – 34 2 1st and 3rd 30 secs The Big Bang Theory Thurs 8:00 pm – 8:30 pm 8 to 12 mins 4 to 5 15.82 18 – 40 2 1st and 4th 30 secs MTV Cable Jersey Shore Sun 11:35 am – 1:35 pm 36 mins 10 to 12 8.87 16 – 30 4 4th and 10th 1min Teen Mom Tue 8:30 pm – 9:30 pm 18 to 22 mins 5 to 7 2.3 15 – 45 2 1st and 5th 1min Lifetime Cable Project Runway Thurs 9:00 pm – 10:30 pm 26 to 28 mins 5 to 7 4.02 18 - 54 4 1st and 5th 1min CNN Network Saturday Morning Sat 7:30 am – 9:30 am 20 mins 8 to 10 2.3 24 – 59 4 5th and 8th 1min Starting Point Daily 7:00 am – 9:00 pm 20 to 24 mins 11 to 14 1.1 24 – 59 4 5th and 8th 1min CNN Newsroom Sun 2:30 pm – 3:30 pm 6 to 8 mins 3 to 4 3 24 – 59 2 1st and 4th 1min National Mon, 10:00 pm – 11:00 pm, Cable Locked Up Abroad 15 to 17 mins 4 to 5 2.8 18 – 34 2 2nd and 4th 1minGeographic Sun 2:00 pm – 3:00 pm Tue, 10:00 pm – 11:00 pm, Taboo 15 to 17 mins 4 to 5 2.4 18 – 34 2 2nd and 4th 1min Thurs 8:00 pm – 10:00 pm Fox Network American Idol Thurs 9:00 pm – 11:00 pm 12 to 16 mins 6 to 8 21.93 15 – 50 2 3rd and 6th 30 secs House Mon 9:00 pm – 10:00 pm 18 mins 5 to 7 8.69 18 – 49 4 1st and 6th 1min ABC Network Jimmy Kimmel Live! Tue 10:00 pm – 11:00 pm 16 to 20 mins 5 to 9 1.9 18 – 49 4 1st and 6th 30 secs The Tonight Show with Jay NBC Network Tue 11:35 pm – 12:35 am 12 to 16 mins 6 to 8 4 18 – 49 4 1st and 6th 30 secs Leno Comedy Cable Tosh.O Fri 8:30 pm to 9:00 pm 5 to 6 mins 2 to 4 2.4 18 – 34 2 1st and 3rd 30 secs Central Mon- The Colbert Report 11:32pm – 12:00pm 5 to 6 mins 3 to 4 1 18 – 34 2 1st and 3rd 1 min Thurs Series of Sports news and events such as Football, Averagely 6 Averagely 1.8 1 Ad every ESPN Cable Daily 6:00 pm – 10:00 pm 60 to 70 mins 18 – 45 6 1 min Baseball, Basketball and per hour every day hour Soccer Bravo Cable Top Chef Wed 9:00 pm – 10:00 pm 15 to 17 mins 5 to 6 2.61 25 – 45 2 1st and 6th 1 min
  • TV #2- “Conan Hip Hop Rap”
  • TV #2- “Conan Hip Hop Rap”
  • Radio Media Strategy ObjectiveIncrease gross impressions by 50% of the target market over a 6 monthperiod through selected radio stations.• Selection of radio stations: – Radio stations within six states (NY, NJ, CT, PA, MA, CA) – Radio stations primarily targeting people ages 18-34 – Top 5 radio stations in terms of rating within the markets• Format: 15 seconds ads• Frequency: 1-3 times per day; most frequently during afternoon drive (3pm-7pm)
  • American Commute to Work Means of Transportation to Work Radio Consumption 76.1 10.0 2.7 1.7 Drove alone Carpooled Bus or subway or trolley bus elevated Cars, truck or van: 86.1% Public transportation: 5.0% (unit: %, n=138,668,000) 93% Travel Time to Work Mean travel time to of Americans have listened to 13.9 15.0 14.1 work: 25.1 min 13.4 12.9 AM/FA radio within one week 5.8 6.0 7.1 5.2 2.3 in 2009Less than 10 min 14 minto 19 minto 24 minto 29 minto 34 minto 44 minto 59 minto 8990 or more min 10 to 15 20 25 30 35 45 60 min Source: US Census-Commuting in the United States: 2009 (unit: %, n=138,668,000) Source: The Arbitron National In-Car Study 2009
  • Radio Media Schedule November December January February March AprilRadio stations w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5Los Angeles, CA FormatKIIS-FM 102.7 15 secs Contemporary Hit Radio (CHR) 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14KAMP-FM 97.1 "97.1 Amp Radio" 15 secs Top 40 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14KLVE-FM 107.5 "K-Love" 15 secs Spanish Contemporary 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14KSCA-FM 101.9 "La Nueva 101.9" 15 secs Mexican Regional 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14San Diego, CAKEGY-FM 103.7 15 secs Top 40 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14KOGO-FM 95.7 15 secs Country 14 14 14 14 14 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14XLTN-FM 104.5 15 secs Spanish ContemporaryNew York City, NYWWPR-FM 105.1 "Power 105" 15 secs Urban Contemporary 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WPLJ-FM 95.5 15 secs Hot AC 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WXRK-FM 92.3 "Now FM" 15 secs Top 40/M 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14Albany, NYWFLY-FM 92.3 "Fly 92" 15 secs Contemporary Hit Radio (CHR) 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WAJZ-FM 96.3 "Jamz 96.3" 15 secs Urban/Crossover 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WKKF-FM 102.3 "102.3 Kiss FM" 15 secs Contemporary Hit Radio (CHR) 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WBUG-FM 101.1 "Bug Country" 15 secs Country 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14Buffalo, NYWBLK-FM 93.7 15 secs Urban 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14Nassau-Suffolk (Long Island), NYWBLI-FM 106.1 "106.1BLI" 15 secs Contemporary Hit Radio (CHR) 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WBEA-FM 101.7 "The Beach" 15 secs CHR/Top 40 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WLIM-AM 1580 15 secs Spanish Religious 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14WPTY-FM 105.3 15 secs Dance, Hip-Hop 21 21 21 21 21 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14
  • Radio Media Creative RADIO 15 Second Spot – “Top Secret” – Voice of Jay Leno WARNING: THIS IS CLASSIFIED INFORMATION. There are thousands of people whose internet and cable are getting shared – that means slow speeds and interrupted service. Your mission, should you choose to accept it, is to get Verizon FiOS installed immediately by calling 800-123-FIOS to stop internet and cable sharing across the world.
  • Sponsorship Tour Objective• To generate awareness and interest about FiOS among Trendy Connectors• To engage existing and potential customers during and after sponsored events• To generate positive buzz and publicity about the product Strategy“A push and a pull”• Sponsor a comedy show tour “No Boundaries” in selected 6 states featuring Jay Leno and Conan O’ Brien together where they make fun of each other.• Promote the event through TV, radio, and social media, and ask people to choose Team Leno or Team Conan.• Attendees will receive t-shirts and hats depending on the teams they chose.• Engage with the attendees through a unique engagement plan.
  • Sponsorship Partnership Objective• To take consumer consent and develop credibility• To portray the benefits of being a FiOS customer• To engage customers Strategy• Sponsor the first row premium “FiOS Advantage” tickets in live comedy shows of famous comedians at major venues for existing and potential customers across our target states.• Partner with Macy’s, and send “FiOS Advantage” free Tickets through a lucky draw/raffle in Macy’s stores across our target states as Trendy Connectors account for more than 25% of 6.3 million shoppers at these stores.
  • FiOS Advantage Tickets MAJOR COMEDY STATE CITY PERFORMER EVENT CENTER NY New York Barclays Center Russell Peters CA Los Angeles Nokia Theatre Russell Peters PA Philadelphia Wells Fargo Center Stephen Colbert PA Hershey Giant Center Stephen Colbert MA Boston Wilbur Theatre Daniel Tosh NJ Newark Prudential Stephen Colbert
  • Engagement PlanENTRY EXIT INFORMATION STATION SEATING AREA BAR VIDEO-ON- DEMAND STATION SEATING AREA GAMING STATION TV STATION DIGITAL VOICE STATION MUSIC STATION
  • Direct Media Strategy• Send personal ‘confidential’ postcards - Postcards to stress the benefits of signing up to Verizon FiOS - Phone number and website link to learn more/sign up *Twice in November (once every two weeks)• Send seasonal funny wish cards, each with different designs according to the event celebrated(correlates with ‘big idea’) *Thanksgiving week and New Year’s week• Send Verizon FiOS Snuggie - The Snuggie because it usually represent a unique piece of comfort that is not sharableunlike a blanket (link to the couple sharing blanket TV ad) *During the week of Valentine’s day to newly aquired customers• Scratching - Entertaining/engaging - Scratch to unveil Verizon key words and a discount code *End of the campaign Mars/April Offer• 10% discount for the first signed up month with each piece mailed• Tickets codes as a lucky draws would be able to participate to Verizon FiOS comedy event with JayLeno and Conan O’ Brien• Tickets to be sent in according to the states the tour will take place
  • Email Strategy• Email customers who already use Verizon Wireless and those who fit the target audience• Email to educate existing Verizon Wireless customers about Verizon FiOS• Invite recipient to learn more about the product benefit via the website• Provide a discount code to drive them to learn more and sign up Offer and TimingOffer10% Discount for the first signed up monthTimingNovember – December, twice each months
  • Mobile Strategy• Educate existing Verizon Wireless customers about Verizon FiOS• Invite the recipient to learn more about the product benefit by calling or visiting the website• Message with discount code• Invite to join the conversation on Twitter sending the hash tag topic #sharingisoverrated• Invite to social media and win tickets to Jay Leno and Conan O’ Brien tour (refer to Event/Sponsorship) Offer and TimingOffer• 10% for the first signed up month• Tickets to Jay Leno and Conan O’ Brien tourTiming• The text would be sent once a month (total of six texts)• November-April
  • List Building In- house listExisting customers from Verizon Wireless- Recipients who once visited any Verizon websites or Facebook page to seek information orlike the page List RentalSubscription list such Magazines subscribers (Cosmopolitan, GQ, Automobile etc)- Company with similar products in each states chosen such as1) TV retailers2) Phone Companies3) Laptop companies4) Ticket Masters5) Gaming companies6) Movie theater subscriptions and,7) Grocery stores –Whole Food, Stop & Shop, Safeway etc.8) Mass Retailers –Walmart, Target Compiled ListPublically available information compiled from Census Government list,- Telephone directories- USPS, FEDEX and UPS movers list
  • Schedule Season Season What•November •General •Postcard (twice a •Thanksgiving Week month) •Funny Wish Card mailed•December •General •Email that educates Verizon Wireless customers about FiOS •New Year Week •Funny Wish Card mailed•January/February • General •Text that educate Verizon Wireless customers about FiOS•February •Valentines’ Day Week •Mail Valentines’ wish card •Send FiOS Snuggie•Mars-April • General •Scratching card to win special discount
  • Social Media Objective 1. To increase number of likes and followers by 15%. 2. To increase engagement level through social network platforms. 3. To increase 10% of traffic to FiOS website.
  • Social Media Habits•Users: 140,432,032 in the US •Users: 90,700,528 in the US Age Gender Age Gender 55+; 7% 55+; 9% 45-54; <18; <18; 45-54; 17% 11% 27% 13% 35-44; Femal Male; Femal Male; 45% 18-24; 13% e; 55% 35-44; e; 55% 45% 25-34; 17% 22% 18-24; 25-34; 18% 24% 22% Updated Oct 2012 Email 78% Facebook 70% Americans age 25-34 share Internet content actively Telephone 23% on Facebook and Twitter. Twitter 7% LinkedIn 2% (n=1,391, Source: Chadwick Martin Bailey, “Social Sharing Research Report,” 2010)
  • Competitor Comparison 3,315,415 17,165 13,710 12,193185,574 165,584 8,384 325FiOS Xfinity FiOS Xfinity FiOS Xfinity FiOS Xfinity Likes Talking about this Tweets Followers Data from December 2012
  • Social Media Contents #sharingisoverrated • Fun, fun, fun! • Partnership with web comics and upload fun content about sharing once a week • Possible candidates: Cyanide & Happiness, Diesel Sweeties, FreakAngels • Talk about Verizon FiOS services once a week • Provide links to FiOS Website • Speed test • Contests • Online poll once a week • Share funny sharing situation • Sponsorship: Team Leno and Team Conan• Paid-posts: • Paid-posts: • Check-in at Comedy • Behind the scenes: Sponsored Promoted by Verizon show Comedy tour back Post, Pages You May FiOS, Tweets from stage Like (mobile) Jay Leno and Conan • FiOS TV O’ Brien commercials
  • Social Media Schedule For 6 months, from November to April Monday Fun content Tuesday Special announcements if applicable Wednesday FiOS services Friday Weekly poll Special announcements such as the Comedy Tour can be made depending on the date of event.
  • Conclusion BUSINESS OBJECTIVE Increase sales by 10% in a 6 month period. MARKETING OBJECTIVES Increase awareness of Verizon FiOS from 35% to 50% of the target audience Increase engagement by 20% with the target audience MEDIA OBJECTIVES METRIC TO BE USED: IAG AD TESTS AND MILLWARD BROWN BRAND EQUITY TRACKING ACROSS ALL CAMPAIGNS OOH RADIO TV Increase impressions by 50% of target Increase number of gross impressions by Reach 40% of target audience with a audience through in 6 mo. period 50% of target audience with a frequency of frequency of at least once in 6 mo. Period at least once in 6 mo. Period DIGITAL DIRECTIncrease impressions by 55%, Increase No. Increase sign ups by 50% of target audience SOCIAL MEDIA of clicks on website by 75%, and Increase in 6 mo. Period Increase engagement by 20% of target conversion rate by 35% of the target SPONSORSHIP/EVENT audience in 6 mo. Period audience in 6 mo. Period Increase engagement by 15% of primary target audience in 6 mo. Period METRICS EXPOSURE ENGAGEMENT INFLUENCE ACTION WEBSITE STORE VISITS, CONVERSION RATE,POSITIVE BRAND IMAGE TRANSFER ATTANDANCE IN EVENTS POSITIVE CUSTOMER REVIEWS ROAS TOP OF MIND BRAND RECALL SIGNING-UP FOR CONTESTS RANKING IN CUSTOMER SATISFACTION PHONE CALL INQUIRIES POSITIVE SHARE OF VOICE ON FACEBOOK AND TWITTER SURVEYS ATTENDANCE AT EVENTS