20626

F. Partnership Marketing
01. Campaign
Gold Winner

Mediacom EcoBilling

Mediacom Communications

Submitted by: Patricia Kehoe - President - PK Network Communications

Marketing Team: Mike Rahimi - SVP Consumer Marketing & Consumer Services - Mediacom; Dan Templin - Group VP, Strategic Marketing & Product Developmen - Mediacom; Gary Lindemann - Sr. Director, Marketing - Mediacom

Creative Team: Maura Kehoe - VP Creative Services - PK Network; Matt Collins - Creative Director - PK Network; Pat Kehoe - President - PK Network

Marketing Summary

Situation Analysis

Mediacom constantly focuses on better ways to manage operational systems and improve customer satisfaction. The company recognized integrating consumers' interest in environmentally friendly processes and Mediacom's online account management and billing payment systems presented a mutually rewarding opportunity. Mediacom realized its campaign efforts had to pay more than lip service to supporting the environment. The company realized joining efforts with a reputable and credible environmental partner was essential to build trust and interest among customers, and would be a better way to demonstrate its true corporate commitment.

Strategy

Partner with National Arbor Foundation to plant 10,000 trees in damaged US forests to express Mediacom’s appreciation for customers who enroll in online account management and bill pay. Coin the phrase “Mediacom EcoBilling” to communicate Mediacom’s pro-environmental “go paperless and pay your bill online” initiative. Communicate “EcoBilling” is a friendly, simple and rewarding method for customers to help protect the environment by reducing paper waste. Convey Mediacom’s brand extension and commitment to Eco-friendly initiatives with key art.

Tactics

Produced:30 Cross Channel EcoBilling TV spot pulsed over an eight-week schedule on 10 networks Full-page 4-color ad placed in Pause, magazine 250,000 circulation Mediacom website and portal site populated with EcoBilling flash banner ads and links to EcoBilling enrollment and information pages EcoBilling Posters and lapel pins distributed to Mediacom systems front offices, call centers, lunchrooms and dispatch centers as well as local community center celebrating Earth Day/Arbor Day Campaign launched in April to piggyback on awareness and interest generated by Earth Day and National Arbor Day. Mystery Caller Contest promoting benefits of Mediacom EcoBilling

Results

The number of customers enrolled in EcoBilling who pay online increased by approximately 30%, Over 40% of these customers also have opted to go paperless and view their statement online. CSR awareness and promotion of Mediacom EcoBilling increased by 80% during the 6-week incentive/mystery caller campaign. National Arbor Foundation planted 10,000 trees in US forests as a result Mediacom’s sponsorship in 2009. Mediacom EcoBilling generated significant online awareness; it is the first listing on google when searching for EcoBilling.