Project Details
AT&T U-verse was poaching high value Cox subscribers by dramatically outspending Cox using a series of aggressive acquisition offers. We needed to change the conversation. Cox has a distinct competitive advantage with live High School Games of the Week coverage, and replays exclusively on Cox On Demand. Knowing the local love of high school football, we spread the message to the community, giving them a compelling reason to keep or subscribe to Cox video service. We started with postcards targeted to current customers defined as high-value and high-risk by a propensity-to-churn model we developed. The postcard featured detailed football helmets with authentic logos, the Game of the Week season schedule, and Facebook/Twitter call-outs to encourage customers to follow Cox into the Social Media space. The message was compounded at the local level with inexpensive miniature footballs thrown into the stands by cheerleaders at Games of the Week. Mark Award for Shoestring Marketing, Local On Demand Engagement.
Local means being
true to your community.
Related Projects
awards
print
Blue Chair Books
Quaint Shop, Big Heart
Blue Chair Children Books is the age-old story of the quaint little shop that could. From the creation of a multifaceted low-cost local marketing approach, we created a campaign that encouraged and celebrated the joy of reading and imagination. Each month since, Blue Chair has grown. We love this story as it's our local hometown shop.
Read More »
Cox Oklahoma
B2B Pizza Box
Cox Oklahoma was looking to provide their sales team with a mailer to generate leads for Cox B2B. Knowing that small to medium businesses are flooded with mail, we challenged existing methods and developed a dimensional offer mailer that couldn't be resisted. It came with a $100 gift card to a fave local pizza joint just for chatting with a Cox B2B rep.
Read More »
Insight B2B
Campaign
Insight Business was looking for a new B2B partner to help expand their services across all footprints. We developed a six-month campaign utilizing a mix of elements to better target and reach prospective B2B customers. The result, our direct mail strategy outperformed previous efforts and produced a cost-per-call that was 55% better than the target set by Insight Business.
Read More »
Shentel
Great Indoors
Shentel and the Outdoor Channel bring the best of both worlds together, and with that thought in mind, we created The Great Indoors meets the Great Outdoors campaign. The special offer included a free one-year subscription to Field & Stream. We integrated the playful reel 'em in messaging across TV, print, billboards, radio and direct mail, which truly resonated with Shentel's market, creating outstanding results.
Read More »
Cox Arizona
Loyalty & Retention
The goal was to create a multi-touch campaign designed to engage the high value/high risk subscribers through enhanced customer experience. Using direct marketing, we thanked customers for their business and provided a VIP hotline. We communicated key benefits, rewarded them with discounts promoting product engagement, and offered discounts at local merchants and community events. Rather than chase customers, we sought to intersect with their existing behavior at the local level to raise brand relevance. This resulted in a 13% reduction in churn. Mark Award for Customer Relations Marketing Campaign.
Read More »
Cox Arizona
CONNECT Magazine
We produce a quarterly magazine to connect with customers in a meaningful way, right in their community. One version in English and another bilingual version, this magazine features local heroes, cultural events, and highlights new services and entertainment. We take care of the details by working directly with programmers to deliver the latest information, schedules and artwork. It also provides a great platform for rewarding your customers - such as free movie coupons redeemable on our personalized offer-redemption microsite or locally coordinated offers such as half-off a pizza or BOGO college team tickets. Instead of being simply a product magazine, this format provides a blend of compelling local stories, optional customer rewards and engaging product information.
Read More »
Cox
Hot Content
Remind your customers when hot shows return and watch your premium channel subscriptions rise. We have developed a streamlined process by creating relationships with programmers, networks and content providers to get the freshest and hottest new content. We determine which content to target which customers. We deliver what your customers are looking for, which makes both them and you happy.
Read More »
Cox San Deigo
Local Direct Mail
Cox San Diego was getting inundated by AT&T U-verse multi-room DVR message, so we re-engaged current customers with a compelling offer of a free 2nd DVR. The messaging highlighted the benefits of two independent DVRs over a single multi-room DVR. The targeted direct mail campaign had three waves and the aggressive messaging paid off. Mark Award for Acquisition & Upgrade Marketing, Direct Mail/Print/OOH.
Read More »
Cox
Project Underdog
We quickly developed a piece that could combat the AT&T U-verse invasion. We needed something smart and we needed it fast. By focusing on the right strategic offer and compelling creative, we did just that. As customers cancelled service in person, they were given a card with a special offer to turn around and come right back. For phone cancellations, a postcard was mailed shortly after cancellation with a follow-up two weeks later. Our first Project Underdog self-mailer delivered 1,455% ROMI. Since then, multiple cable systems have benefited from this simple winback approach.
Read More »
CTAM National
CTAM Wired
We worked with the folks at CTAM National to create and launch CTAM's executive innovation series, Wired. This series is designed to keep CTAM members at the cutting edge, while giving access to leaders and colleagues with actionable insights. We created a microsite with an e-blast and direct mail campaign to promote this accessible and informative series.
Read More »
FGUS
Support Our Schools
Foundation for Glendora Unified Schools (FGUS) is a nonprofit organization committed to enhancing the education of Glendora's students. As Glendora is where we work (our HQ) and where a number of us live, we love to give back to the community. We've partnered with FGUS to create a brand identity and marketing campaign to build momentum for their cause. Going on three years now, SWIRE has worked with FGUS to successfully increase support and contributions year after year.
Read More »
Cox
Guide on Demand
Our On DEMAND Guide highlights just how easy it is for subscribers to watch TV on their schedule. The guide showcases the most current movies, TV shows and sporting events. We also have a dedicated section to educate subscribers on all the benefits of On DEMAND. We take care of all the details by working directly with programmers to deliver the latest information, schedules and artwork. It provides a great platform for both local and internal offers, such as a free Movie On DEMAND, which is redeemable via our redemption microsite. Additionally, send a bi-weekly On DEMAND email to keep your customers informed of all the hot, new content.
Read More »
SWIRE
On DEMAND Mktg
We've launched an On Demand Marketing Program designed to drive loyalty and retention for cable customers. The program consists of an On DEMAND Guide, e-blast, redemption microsite, local magazine and a welcome kit. As an internal marketing push, we created a special SWIRE branded campaign of postcards that targeted cable MSOs.
Read More »
Cox
Winback
Various cable systems have utilized our proven winback wallet mailer. We created a die-cut direct mail piece in the shape of a wallet with cash peeking out. To help break through the clutter, 100 lb. paper stock was used, which added a strong tactile appeal. One Hispanic campaign for Bright House Networks in Bakersfield generated a 530% return on marketing investment. And, each subsequent time we've ran it, our cable partners have loved the results.
Read More »
Cox
Customer Welcome Kits
We generally find welcome kits to be quite cumbersome for the customer. Most consist of numerous materials, page-heavy booklets, duplicate content, and multiple items to fulfill from multiple sources. So, we decided to reinvent the welcome kit and onboarding process by creating a new model. We reduced pages, simplified fulfillment, saved costs, incorporated a more consistent brand voice and were mindful of the environment throughout the entire process. We also developed a universal box option to reduce packaging. The client was thrilled. And the trees were too.
Read More »
Kapitol Reef
Snorkel Adventure
We teamed up with Kapitol Reef to launch their innovative snorkeling gear. We developed packaging, POP displays and all the support materials necessary to introduce the snorkels, masks, and fins worldwide. If you enjoy snorkeling or think you don't, you must try Kapitol Reef for yourself and you'll soon be a fan.
Read More »
Cox
Connexion Magazine
As the name implies, Cox Arizona Conexion is one of the ways in which we help Cox connect meaningfully with Arizona's sizeable Hispanic and bilingual population. The magazine includes feature stories about popular celebrities and athletes who are making a difference in the Hispanic community. Programming highlights are tailored towards Hispanic audiences and relevant product features like Mexico calling plans. These things help make the magazine both a useful tool and a fun read!
Read More »
