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FiOS Presentation

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The short version of my IMC paper on Verizon FiOS

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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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