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!
A large competitor entered the market with a focused marketing message that positioned them as the technology leader. Our strategy was to use television spots to drive home key competitive advantages while using humor to engage the viewer. In the end, the two sales people end up representing funny examples of competitive incompetence. By running the TV spots via cross channel and broadcast, we reached the broadest audience possible with key product and service messaging, reinforcing Cox as an industry leader.
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.
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.
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.
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.
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.