A. Acquisition and Upgrade Marketing 01. Campaign Silver Winner
Bundle Up for the Holidays
Submitted by: Florence M. Buchanan - Vice President of Sales and Marketing - Buckeye CableSystem
Marketing Team: - -
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.
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.
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.
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%.