20450

C. Business Services
06. TV Spot or Promo
Silver Winner

Fitness and Gamers

Cox Business

Submitted by: Courtney C. Wood - Director, Acquisition Marketing - Cox Communications

Marketing Team: Tony Maldonado - VP, Acquisition & Marketing Sciences - Cox Communications; Courtney Wood - Director, Acquisition Marketing - Cox Communications; Murray Goldstein - Director, Commercial Marketing Strategy - Cox Communications; Priscilla Wanyeki - Manager, Commercial Marketing - Cox Communications

Marketing Summary

Situation Analysis

Traditionally, RBOCs focused on enterprise-sized businesses until they realized MSOs were taking small business market share from them. Seizing the opportunity, Cox Business has been doing just that through a focused effort on meeting those needs. In response, RBOCs have raised the level of competition and forced additional strategic consideration. Acquisition campaigns in 2009 helped Cox continue to gain market share. The budget for the spots was approximately $248,370. The spots were trafficked as part of the corporate cross channel allocation and augmented by system distribution as well.

Strategy

The plan was to position Cox as the solutions-based partner who can help provide the communications solutions and 24/7 service to help a business succeed. We provided this key message to each Cox system through offer-focused and feature-driven creative. Each system developed a promotional offer for telephone, data, video and bundle packages to appeal to their target prospects in their market. The creative approach utilized businesses with favorable Cox experiences and a call-to-action onscreen throughout the 30-second spot – making this traditional advertising technique more response-oriented. The business goal was to use Cox’s own cross-channel inventory to stimulate higher response rates.

Tactics

The TV spot was provided on a toolkit, which also included print ads, bill inserts and web banner ads, to approximately 20 different markets for implementation at a local system level. Multiple mediums and touch points were used to create a synergy of “everywhere presence” to keep Cox, and the promotional offer, top of mind while generating leads, sales and adding services to existing customers.