20674

A. Acquisition and Upgrade Marketing
18. Direct Mail or Print or OOH
Silver Winner

Mediacom Editorial FSI

Mediacom


Submitted by: Gary Lindemann - Senior Director of Marketing - Mediacom Communications Corporation

Marketing Team: Mike Rahimi - SVP of Marketing & Consumer Services - Mediacom; Gary Lindemann - Senior Director of Video Marketing - Mediacom;

Creative Team: Scott Reid - Partner-Creative Director - MediaWorks; Marcia Malys - Partner-Client Services - MediaWorks

Marketing Summary

Situation Analysis

Non-subs frequently receive communications from Mediacom that have a highly promotional look. We wanted to try a different approach to reach potential customers who don’t typically respond to a direct sale form of communication.

Strategy

We wanted to disarm potential customers who reject highly promotional communications. We created a magazine editorial look to present our message with 8 rational and clear reasons to switch to Mediacom.

Tactics

We chose an FSI to give us more space to tell our story and chose to insert in local newspapers to maintain the editorial thrust of the campaign.