1. Verizon FIOS
It‟s the kind of relationship you
want to be in
December 12, 2012
Anyarat Priyawat, Jana Petersen, Zeynep Tiryaki, Ye Li

2. Roadmap for
today‟s
presentation
• Market analysis
• Marketing objective & target audience
• Big Idea
• The path to woo (and media and
creative to support)

3. Is
telecommunications a
product or a service?

4. What industry providers
say ….
PRODUCT
XFINITY is instant entertainment and connection –
anywhere, anytime, on any screen.
XFINITY Internet: Stream the fastest Internet. The future
of awesome.
Time Warner: Come home to a world of entertainment
waiting for you. From your TV to your tablet, you can
enjoy what you want, like never before.
RCN: When you come home to RCN, you‟re
connecting to a competitive digital entertainment
provider that is committed to bringing customers the
best quality digital cable TV, high-speed internet, and
phone bundles.

5. But product features fall to
deaf ears
They are not reliable.
“Comcast missed three
appointments and
didn‟t even bother to
show up until someone
from executive
customer service
dispatched three techs
directly to my house.”
They lie.
“They never
honored the
original quoted
price, promised by
several people.”
They are hard to
deal with.
“Cable companies
are about as fun
to deal with as
your parents’
divorce.”
They don‟t listen.
“They had a total of 9
service calls to my
house, 51 emails, 3
faxes, a certified letter,
and 31 tweets. No
discounts.”
They make me wait.
“We waited for a cable
guy for seven weeks. I
don‟t think we‟d go
back to Cox.”
They are all like this.
“I guess I should just be
happy I have TV service
though because it‟s
Comcast.”

6. Leaving us, a disjointed reality
and unrealized potential
Augmented
product:
Benefits ++
Potential
product:
Benefits +
Expected
product: Fast
and reliable
Internet and
cable
Basic
product:
Cable box,
remote, phone
Core
benefit:
Internet, cable,
phone

7. Verizon FIOS coverage area
FIOS Coverage Area
14% (42M)
86%
FiOS
Other
Verizon FIOS coverage is limited

8. FiOS: Who is in and where?
42 million are covered by FiOS across ….
18 states plus D.C., including:
California
Connecticut
Delaware
Oregon
Florida
Texas
Indiana
Virginia
New York
Washington
New Jersey
S.C.
Maine
Rhode Island
Massachusetts Pennsylvania

9. Meet our target market:
Me and You
Demographics
 Men & women
 Ages 25-35
 Make average $80k/year
 Employed; established in career
 College graduates; post-grad education
Behavioristic
 Purchase occasion summer/early fall
 Seek convenience & value
 Non-user, potential user
 Minimal awareness of FIOS
IOS
Psychographics
 Ambitious
 Gregarious and social
 Like to be „in the know‟
 Connectors & salesmen
 Employed; established in career
 College graduates and postgrad education
Geographic
 Northeast: Boston, NYC,
Providence. Mid-atlantic:
Philadelphia, Washington, D.C.
West Coast: LA, Seattle, Portland
 Urban & suburban
Target insights
 Jaded by negative experiences with
cable companies
 Receptive to change
 Value convenience and quick service
 Have grown up with web, technology, and social media
 Financially independent

10. What does an otherwise
large target share?
The pursuit of a good relationship:
Love
Humor
Reliability
Faithfulness
Presence
Transparency
Entertainment
Good communication
Responsiveness
Patience
Trust
Good listening
Fun
Honesty

11. One where product meets service
to deliver the full package
Augmented
product:
Benefits ++
Potential
product:
Benefits +
Expected
product: Fast
and reliable
Internet and
cable
Basic
product:
Cable
box, remote, ph
one
Core
benefit:
Internet, cable,
phone

12. FIOS
Our marketing objective
 To PERSUADE customers of other cable/internet providers
to SWITCH to Verizon FIOS FOR CABLE/INTERNET.
Strategies to support objective:
 Make prospects aware of FIOS
 Engage through benefits
 Lead to active consideration
Our main focus:
33.6M prospects

13. So, what do we say?
The Big Idea
“Verizon FIOS: It’s the kind of
relationship you want to be in.”
FIOS

14. How do we communicate it?
Break-up
(current
provider)
Date (FIOS)
Meet the
parents
Marry

15. And how & where are we
going to say it?
GO
BIG: BE where love interest is
Market fragmentation (for our target in particular) has never been
higher. Must reach target where they are.
Where is audience PRESENT?
GO TARGETED: Target based on relationship positioning
What does audience see / hear / do / feel when they think of
relationship?

16. Matching to objectives:
The path to woo
Goals
Awareness
Engagement
Consideration
Purchase
Date
“Meet the
parents”
Propose &
marry
Print
OOH
Social media
Event
Digital
Direct
marketing
In-store
Message
Break-up (with
current
provider)
Media
OOH
TV
Digital

17. www.Verizon.fios/mykindofrelationshi
p
We‟re interested in you. Will you take a chance on us?
Meet us
Name: Verizon FIOS
Location: Click here to
see if you‟re covered.
Interested in: Delivering
good customer
service, reliability,
entertainment, fiber
optics, and high
speed.
Get to know us
Take a chance
We are …
Good listeners,
responsive, and
transparent;
Entertaining;
Fast and reliable;
an all-around better
package than your
current provider.
Let us prove it.
Get connected with
a customer service
rep to learn more
about the TV/cable
packages we offer.
This could be the
start of something
great.
Verizon FIOS: It‟s the kind of relationship you want to be in

18. Phase 1: Awareness
February-April
What to say: Break-up with your current provider –
“It could be so much better.”
Where to say it:
 OOH
 TV
 Digital
Goal
Awareness
Message
Break-up (with
current
provider)
Media
OOH
TV
Digital

19. FIOS
Campaign kick-off: You deserve
better
Valentine’s Day: February 14, 2013
Locations: NYC, Boston, D.C., Philadelphia
Goal: Increase awareness
Message: You deserve better
Distribution spots: Times Square (NY), Beacon
Hill/Boston Common (MA), Love Park
(PA), DuPont Circle (Washington, DC)

20. Creative execution for “You
Deserve Better”
Does this box of
chocolates remind you of
your own relationship –
unfulfilled and unsatisfied?
This Valentine‟s Day, isn’t it
time you found someone
who meets all of your
needs?
This break-up is sponsored
by Verizon FIOS.

21. OOH Placement: Awareness
GO BIG: Spotlight on NYC
 Locations with HIGH traffic: Times Square
 Subway cars (L, 4/5/6, 1/2/3)
 Highways leading into city: FDR Drive,
West Side Highway
 Movie theaters, with focus on movies
related to love / Valentine‟s Day
(Feb 2013, during kick-off period)
 Taxi cabs
Other cities:
Philadelphia
Boston
LA
Washington, DC
Portland (OR)
Providence (RI)

22. OOH Creative Execution #1:
Billboards

23. Additional variations on
billboards
 BENEFIT: ENTERTAINMENT
We never try anything new anymore.
This break-up is sponsored by Verizon FIOS.
 BENEFIT: SPEED
I hate not being able to depend on you.
OR
It's so hard to reach you--I'm done with long distance.
This break-up is sponsored by Verizon FIOS.
 BENEFIT: ALL-AROUND
You're just NOT meeting my needs.
This break-up is sponsored by Verizon FIOS.

24. OOH Creative Execution #2:
Subways

25. OOH Creative Execution #2:
Subways

26. Reliability
FIOS
Speed
Presence
We know you demand it – and it‟s not too much to ask.
Verizon FIOS: It‟s the kind of relationship you want to be in.
www.verizonFIOS/mykindofrelationship

27. TV and digital strategy to
communicate „break up‟
Position FIOS benefits against what generally
characterizes „bad relationships‟
Our display ads and commercials feature four
benefits:
(1) Customer service
(2) Entertainment
(3) Speed (fiber-optics)
(4) Benefits as a „package‟

28. “Just ain‟t workin out” by
Mayer Hawthorne
Don´t want you to be sad girl
Don´t want you to be afraid
I know that will you understand my
ways
One day! (oooh)
No need to be upset girl
Please don´t scream and shout
I know that you were hearing wedding
bells
But I´m sorry
Cause it just ain´t working out
Mayer
Hawthorne, Musician

45. Media strategy for TV
PRIMARY media consumption insight for our audience: Audience
increasingly catches favorite shows on their terms (through platforms like
Netflix, Hulu, Amazon Prime).
Accounting for this, our strategy deploys THE FOLLOWING TACTICS:
(1) GO BIG on shows that our audience watches LIVE
With STRONG support via online platforms like Hulu
(2) TARGET shows and networks that use relationship theme
OTHER SUPPORTING TACTICS:
15 second spots & high frequency

46. Lesson #1: BE where your
love interest is (Go BIG!)
American Idol
The Voice
So You Think You Can Dance
NFL, MLB, NBA
New Girl
The Daily Show
The Colbert Report
Saturday Night Live
Parks and Recreation

47. Lesson #2: TARGET
Along for the Bride (TLC)
How I Met Your Mother (FOX)
Say Yes to the Dress (TLC)
Keeping up with the Kardashians (Bravo)
The Bachelor & Bachelorette (ABC)
Real Housewives (Bravo)
Millionaire Matchmaker (Bravo)
Courtney and Kim take New York (Bravo)
Sex and the City (Syndicated)

48. Display Ad #1: Customer service

49. It just ain’t gonna work
out
You don’t return
my phone calls.

50. Display Ad #2: Entertainment

51. But I just don’t feel
We’ve just beenis
This break-up in
a rut for too long.
sponsored by
the same.
VERIZON FiOS
I’m sorry, it justbetter
> You deserve a ain’t
working to know us.
relationship. Get out.

52. Display Ad #3: Speed

53. But I’m sorry, it just ain’t
working out
This break-up is sponsored
by VERIZON FIOS
I hate not being able to
depend on you.
> You deserve a better relationship. Get to
know us.

54. Display Ad #4: All-around better

55. You’re just not meeting my
needs.
This break-up is
sponsored by
Verizon FIOS
> Get to know us
I’m sorry, it just ain’t gonna
work out

56. Digital: Media Strategy
GO BIG
Web portals:
google.com, aol.com, msn.com, yahoo.com, about.com
Shopping: Amazon.com, Target.com, Bestbuy.com News:
nytimes.com, cnn.com, usatoday.com, slate.com, jezebel.
com, gawker.com, huffingtonpost.com Sports:
espn.com, nba.com, nfl.com, deadspin.com Gossip:
People.com, glamour.com, cosmopolitan.com, usweekly.c
om
GO TARGETED
Dating websites:
match.com, zoosk.com, eharmony.com, plentyoffish.com, c
hemistry.com

57. Keyword strategy: Awareness
 Break-up stage:
Relationship, love, hate, dating, boyfriend, girlfriend, break
up, trust, reliability, consistency, entertainment

58. Awareness: Measuring success
Television
 25% reach (ages 25 to 35); 30% audience share
 High frequency campaign: >100 GRPs
 CPR (cost per rating)
Digital
 Primary: Impressions
 CPM
 Secondary: # click-throughs to landing page
OOH
 Impressions, GRPs
 Dwell time
The bottom line: Buzz
(measured against cost)

59. Phase 2: Engagement
April-June
What to say: Showcase benefits in a fun and
interactive way, lead people to landing page:
verizonFIOS/mykindofrelationship
Goal
Engagement
Message
Where to say it:
 Print
 OOH
 Social media
 Sponsorship: Speed dating
Date
Media
Print
OOH
Social media
Sponsorship

60. FIOS
Print Media Strategy
GO BIG
NYTIMES, Washington Post, WSJ, LA Times, USA Today, People
Magazine, Sports Illustrated, GQ, Rolling Stone, COSMO, US
Weekly,
Glamour, Allure, Vogue, Newsweek
TARGETED placement strategy of ads in magazines
Near classified ads (newspapers), next to quizzes (Cosmo &
Glamour)

61. Print Ad #1: Customer service (Quiz)

62. How to know: Are YOU in
the right relationship?
How often does he pick up the phone when
you call?
 Does he listen to you?
 Does he return your calls?
 Does he meet your needs?
The benefit of being in an exclusive
relationship is that you don‟t have to
compete for attention.
What are you waiting for?
Verizon.fios/mykindofrelationship

63. Print Ad #2: Entertainment (Word
Search)

64. JOFCSDFZKPQFMIWNZTEIB
PGYEIOEHDTVSCRABCQWS
SDWJZAXDBBPFEDNPGAGC
FIH
36JAEBRPNHTRBI5U
FFIEZXIF0FITYW3P
30000BVNWUOAXI0G
….So you don‟t have to resort to a
word search puzzle on a Saturday
night.
 530 channels
 36 commercial free
channels
 30,000 on demand
 HDTV
Did we mention
fiber-optic speed
and 3D ESPN?
Entertainment IS the kind of
relationship you want to be in, and
Verizon FIOS has got it all to offer.
What are you waiting for? Verizon.fios/mykindofrelationship

65. Print Ad #3: Speed

66. Relationships are tough
when you‟re looking at
screens like these, and
saying things like –
“Hey, can you repeat that?”
“Sorry, hold on, computer’s
still loading.”
“You keep breaking up.”
Talk about the things you love with the people who matter.
Verizon FIOS’ fiber-optic cable provides the fastest and most reliable
speed in the nation so you don‟t have to BREAK UP on account of your
Internet connection.
What are you waiting for? Verizon.fios/mykindofrelationship

67. Print Ad #4: All-around

68. These days, it can be hard to find long-lasting
love.
 Britney Spears and Jason Alexander were married for 48
hours.
 Terrell Owens signed a contract to play for the Seahawks
on August 6; on August 26, the Seahawks released him.
 Kim Kardashian and Kris Humphries were married for 73
days.
 Dennis Rodman and Carmen Electra were married for 9
days.
Not with us. We are in it for LONG HAUL.
Verizon FIOS: It‟s the kind of relationship you want to be in.
What are you waiting for? Verizon.fios/mykindofrelationship

69. OOH: Interactive mood
board
OBJECTIVE: Showcase the benefits of FIOS. Build
customer – brand engagement through a channel
that reflects entertainment and technology.
LOCATION: NYC, Time Square TKTS steps („flagship‟
locations in other cities)
About the Interactive Mood Board:
 People within the Wi-Fi area (Broadway & 40 St to 45
St) will be prompted to a landing page with option
to animate board with a phrase / response to the
given topic on the monitor.
 Each comment will be on the screen for 5 seconds

70. OOH: Interactive mood
board execution

71. FIOS
OOH: Internet hot spots
 OBJECTIVE: Showcase the benefits of FIOS.
Customer – brand engagement through a
channel that reflects fast internet speed and
„fun.‟
 LOCATION:
 Locations that couples frequent
 Spotlight on NYC: High Line Park, Central Park
Fountain

72. Hot spot: High Line creative
execution

73. Hot spot: High Line Creative
Execution Cont‟d

74. Hot Spot: High Line Creative
Execution Cont‟d

75. Hot Spot: High Line Creative
Execution Cont‟d

76. Social Media
Twitter & Instagram
Why? Apps are implicitly connected. Easy to link one to the other.
Campaign is visual. To be in a good relationship, must be PRESENT.
Demographic increasingly active on Twitter.
#mykindofrelationship

77. #mykindofrelationship

78. Speed Dating: Sponsored by
Verizon FIOS
 OBJECTIVE: Build customer-brand engagement
 MESSAGE: To offer a best-in-class dating experience
that demonstrates that FIOS sets the stage for the kind
of relationship you want to be in. Hosted by Patti
Stanger of Millionaire Matchmaker.
 TIMING: April 2013
 LOCATION: New York: Standard Hotel

79. Speed Dating: Event pitch
Communicating the benefits through the experience
Customer service
Prior to event, every registrant
receives a toolkit with instructions
on how to download mobile app,
love tips, dating guide for NYC
Entertainment
Able to send message via mobile
app to any participants
before/during/after actual
conversation
Speed
5 minutes to spill!
Package
Customer service, perks,
entertainment, and speed make it
the ideal setting to meet the one.

80. Speed Dating: Recruitment
1. RECRUITMENT
 Acquire list of prospects (purchase response & compiled
lists)
 Send personal email invitation from Patti Stanger of
Millionaire Matchmaker
 OOH: Billboards in areas highly-trafficked by singles
 Be where SINGLES go
 Meat Packing
 Lower East Side
 Williamsburg

81. Speed Dating: Recruitment
execution

82. Speed Dating:
Discover the relationship you deserve
FIOS
“Being single isn’t bad; what’s bad is giving up hope on finding that
special someone”
Verizon FIOS alongside Patti Stanger
is excited to host NYC‟s fastest and
funnest Speed Dating event on April
25 at the Standard Hotel.
What’s involved?
- New people
- Fun atmosphere
- More love tips than you can
handle …..
Send to a friend
Register
Agenda
And possibly a new relationship
Verizon FIOS: It‟s the kind of relationship you want to be in

83. Speed Dating: Event Layout
1.
REGISTRATION
 Once RSVP, registrants will receive detailed instructions on app
download corresponding to the event and other logistics.
 With app, can upload photo and fill out standard information
to begin to view profiles of other participants; receive love tips;
get list of hot dating places in NYC and promotions that
correspond to those places.
3.
DURING THE EVENT
 Speed Dating total time: 3 Hours
 Lectures by Patti Stanger, “Tricks of the trade” & what makes
people successful on finding the one
 Twitter: #FIOSspeeddating

84. Supporting mobile application
First feature: “Love Advisor”
Tips based on relationship stage
(populated by Millionaire Matchmaker):
 Interest: How to make him like me?
 First date: What to wear/where to go
 Meeting the parents: How to prep
 Break-up: Is it worth it? Is he into me?

85. Supporting application
Second feature: Dating Kit &
promotions
 WHAT IS IT?: Feature that updates the top rated and dating
spots and activities and offers weekly promotions/deals
corresponding to places that we think facilitate good
relationships (NYC & beyond)
“I‟m looking for a fancy
restaurant in Soho to go
on a first date. Where
should I go?”

86. Engagement: Measuring success
Print
Social media
 Recall: 35%
 Twitter: # replies, retweets,
favorites, follows
 Recognition: 60%
 Tracking to landing page
Speed Dating
 Number of attendees
 Number of mobile app
downloads
The bottom line: Traffic to landing page
 Instagram: #users using hashtag
OOH
 # Impressions, GRPs
 # Users to campaign landing page
from hotspot
 # posts to Mood Board

87. Phase 3: Active consideration
June - August
What to say: Directly connect the benefits to FIOS
 Customer service
 Entertainment
 Speed
Goal
Consideration
Message
 Benefits as a „package‟
Where to say it:
 DIGITAL: (1) On websites that inherently
validate the need (2) On websites that
catch people looking for more information
or reviewing products
 DIRECT MAIL
“Meet the
parents”
Media
Digital
Direct
marketing

88. Digital media placement
 Where do people need high speed? Hulu.com, Netflix.com, Spotify,
Pandora, ign.com, gamespot.com, cheatcc.com
 Where do people complain about service? (editorial banner)
Community Forums and boards: dslreports.com; community section of
IMDB; 4chen forum; IGN boards
 Where do people review products? Consumerreports.com,
yelp.com, citysearch.com, merchantcircle.com, insider pages
 Where do people ask about products? (editorial banner) Q and
A: ask answer, yahoo answer, answer.com

89. Fiber-optic
Verizon FIOS
It's not just
Our undivided
speed so you
It's the kind of
attention
can spend
relationship you
one. time
more
want to be in
with the
Endless
It's the whole
people and
entertainment
things you
> What are you waiting
LOVE
package.
for? Learn more.

90. Fiber-optic
It's undivided
Ournot FIOS
Verizon just
speed so
attention you
It's the kind of
can
one. spend
relationship you
more be
want totimein
Endless the
with
It's the whole
people and
entertainment
things you
>What are you waiting
package.
LOVE
for? Learn more.

91. Keyword strategy: Active
consideration
 “Meet the parents” stage: FIOS, FIOS cable, FIOS internet,
high speed internet, time warner, Comcast, cable service
provider, best fiber optic, best customer service, fast
installation

92. Direct mail strategy
 What?
- Content: Reason to reach out is summary of Speed Dating
event
 Who receives it?
- 1st segment: Speed dating event attendees
- 2nd segment: Those in target who didn‟t attend (NYC local and
national): Purchase response list and compiled list.
 What do we say?
Attendees: “So happy you attended. To demonstrate
commitment to starting off good relationships well, offering to
waive installation fee if you sign within next month.”
The rest of our world: “We are doing something new and
different here at Verizon FIOS. Creating the kind of relationship
you deserve. Insert brief description of event and then offer to
waive installation fee.”

93. Direct mail: Language
EVENT ATTENDEES
REST OF TARGET
We hope you had fun at last week‟s speed dating event!
FIOS offers the customer service, vast selection of channels
and entertainment options, and fiber-optic speed that we
believe makes for the kind of relationship you deserve.
To demonstrate our commitment to you, we want to offer
you the opportunity to have installation fees waived should
you sign on within the next month.
We have enclosed a few snapshots of the event! Enjoy!
We hope this is the beginning of something great. You can
visit www.verizonFIOS/mykindofrelationship to learn more
about our offerings.
Best,
The FIOS team
{IN SHAPE OF
HEART}
A piece of heart-shaped mail from a national
cable/internet/phone provider? We admit – it‟s a rare
– extremely rare and seemingly unfit – occasion.
But it‟s because we are doing something totally new
at Verizon FIOS. In a world of short-lived and
tumultuous personal relationships, we have taken a
renewed focus on what comprises good relationships
so that we can deliver the BEST kind of relationship to
our customers.
Responsiveness. Reliability. Entertainment. Fiber-optic
speed. Just a few traits that make FIOS the kind of
relationship you want to be in. To demonstrate our
commitment in creating an environment that
provides the best kind of relationship, last week we
sponsored a speed dating event with Patti Granger,
host of Millionaire Matchmaker. We have included
some additional information on the kind of
relationship Verizon FIOS is offering to its customers. To
demonstrate our commitment to you, we want to
offer you the opportunity to have installation fees
waived should you sign on within the next month.

94. Active consideration: Measuring
success
Digital
 Number of click-throughs to the landing page
Direct mail
 Number of hits to landing page following mail piece
 Number of phone calls inquiring about service
The bottom line: Sales

95. Projected campaign
budget
Projected budget 2013
SM
DIGITAL
OOH
OOH
Direct marketing
Sponsorship
PRINT
DIRECT
MARKETING
TV
SPONSORSHIP
TV
Print
Digital
Social media

96. How it all comes together ….
February
March
April
May
June
July
August
TV
Digital
OOH
Print
OOH
Social Media
Event
Digital
Direct Marketing
Awareness
Engagement
Active Consideration

97. All roads lead to …
The right kind of relationship
FIOS

98. Works Cited
Jenks, Jared. “Demographic Profile – Millennials.” eMarketer. 9 May
2011.
Keeter, Scott and Taylor, Paul. “Millennials: Confident, Connected, and
to Change.” Pew Research Center: 1 – 113. February 2010.
Open
Loechner, Jack. "Newspaper Websites Reach Key Demographics With High
Quality Journalism,” Mediapostblog. 9 February 2011.
Lulofs, Neal. “The Top U.S. Newspapers for March 2012.” The Audit Bureau of
Circulations. 1 May 2012.
“Sports fans Go Digital to Get Their Post-game Fix,” eMarketer, n.p. July 5 2012.
Stelter, Brian. “Media Decoder: With Verizon‟s $3.6 Billion Deal, Cable and
Wireless Inch Closer.” The New York Times. 3 December 2011.
Quantcast, quantcast corporation, n.p. 2012
Verizon.com. Verizon. Web. 20 October 2012.