20746

A. Acquisition and Upgrade Marketing
01. Campaign
Silver Winner

Bundle Up for the Holidays

Buckeye CableSystem

Submitted by: Florence M. Buchanan - Vice President of Sales and Marketing - Buckeye CableSystem

Marketing Team: - -

Marketing Summary

Situation Analysis

We were following a very successful and aggressive Fall campaign. Not wanting to leave behind the equity that was invested in our VIP Fall Campaign, we developed "Bundle Up for the Holidays." To further solidify the mood and approach, we partnered with two local charities and supplied Buckeye CableSystem "Bundle-Ups" to new VIP subscribers.

Strategy

Again, we really focused on one-product customers and non-customers, knowing that our triple play, VIP customers are most loyal to Buckeye CableSystem's products and services.

Tactics

As you'll see, we used TV, radio, newspaper, direct mail and web, but combined these tactics with two approaches. One, as a community supporter - partnering with local charities and supplying warm clothing for the winter. Two, a "Bundle Up Blanket" incentive that encouraged a better response.

Results

The goal was to increase VIP subscriber penetration by 5%. We far exceeded that - acquiring over 3,000 new Home Phone customers and increasing our VIP penetration by over 10%.