Case Studies \ Cable Category \ 2008-2010 \ EVP, Creative Director, SWIRE
Cox Communications - “Twitch” Campaign of three TV spots for Cox Communications. Based on success, four subsequent filmed versions for regional DMAs. Filmed in 16:9 HD with 3D motion
Ad testing among a 231 member group within the DMA posted the following results: • 80% unprompted recall. • 64% recall on competitive advantages • Key message points improved client’s positioning. Creative Director: Joe Burke Copywriter: Charlie Tercek Director: Bruce MacWilliams Producer: Darrin Ball Motion graphics: Radium
Abstract: Among Satellite households, those who did not see the video considered Cox “neutral” on the terms “Free HD”, “Fast Internet”, and “Local Sports”, while Direct TV scored high. Those who watched the video score Cox high on those terms, while Direct TV scored neutral.
Case Study: Insight Business Grace Under Pressure (B2B) Creative Director/CW: Joe Burke Science & Analytics: Mark Snow Designer: Joe Burke
Situation Analysis Insight Business is in a fast growth phase and needed to aggressively drive sales calls to their inbound sales call center. Facing stiff competition from incumbent local phone companies and resurgent CLECs in their footprint, Insight needed a marketing push to drive quality calls to inside sales. Awareness was low for new services like phone. Goals and Audience We set out to develop an impactful, targeted direct mail campaign that drove efficient call volume to Insight Businessâ€™s inside sales organization. Cost per call target was $175. The target audience was small businesses in the serviceable footprint within selected industry groups. Strategy We paired audience-relevant creative with targeted lists to drive response rates while maintaining current production costs, driving down the overall cost per call. To maximize efficiency, the target list was dropped twice in successive waves to maximize exposure and test for list fatigue (to what extent would response drop on a second wave). Creatively, we outlined key customer benefits and positioned Insight Business as a local technology leader.
Tactics We chose to utilize a self-mailer that exuded competence for the brand and the services. We selected images of the latest phones, keyboards, LED screens to create association between the brand and competence with technology. We dropped two waves 30 days apart. RESULTS Delivered a $97 cost per call (CPC), 45% better than goal. Wave one yielded a .7% response and a $101 CPC; Wave two yielded a .5% response and a $90 cost per call, showing we could effectively repeat drops of creative without seeing major drops in response.
$97 cost per call in wave 1 $101 cost per call in wave 2 proves repeat drops can be effectively used.
45% better cost per call than the client goal.
Case Study: Loyalty & Retention Direct Mail Campaign (B2C) Creative Director: Joe Burke Science & Analytics: Mark Snow Designer: Kyle Prough, Joe Busigin
Situation Analysis Cox Arizona was challenged by higher customer churn and needed to reverse the trend. To stem the tide, they decided to focus on driving loyalty, but had to be laser focused on key "high-risk/high-value" customers due to a limited marketing budget. Goals & Audience The goal was to create a multi-touch campaign designed to engage the high value/high risk subscribers through an enhanced customer experience, tying in service-related experiences with a more local approach using co-branded offers. The success measure was a statistically significant reduction in churn between the treatment group and a control group over six months. Strategy The strategy was a bi-monthly, direct marketing campaign that stressed the benefits unique to Cox (vs. DBS), provided a constant conversation with customers, offered incentives to engage the products (On Demand discounts and coupons), and promoted tie-ins with local brands and experiences to make Cox more grounded in the minds of customers relative to loved local experiences like Arizona and Arizona State football.
Tactics Using direct marketing, we thanked customers for their business and provided a VIP hotline; we communicated key benefits, rewarded them with discounts promoting product engagement, and offered discounts at local merchants and community events. To facilitate redemption, we developed a microsite where customers could instantly redeem offers. The discounts were quickly applied to accounts and created a cost effective way to track results. Results Over 120,000 subscribers were in the test group vs. a control group. The program reduced subscriber churn from 1.82% to 1.62% per month over six months, an 11% reduction in churn, effectively saving them $2.6MM in acquisition marketing dollars.
$2,600,000 saved in acquisition marketing dollars. 4
“Big Board” Integrated Annual Marketing Plans After meeting with eight cable systems, it became clear the marketing plans were disjointed and lacked reportable metrics to refine strategy. I worked with the EVP of science & analytics in taking creative and science into a proprietary “Big Board” plan. The plans are plans built on segmentation framework with calendar and trigger based tactics. The tactics included TV, direct mail, radio, catalog, social media, trigger-based DM and online banner advertising.
joe burke Cox Oklahoma City / Tulsa 2010 Customer Experience Respectfully submitted April 27, 2010 Mark Snow VP, Science / Joe Burke VP, Creative
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Mobilization based on Cox Oklahoma City/Tulsa Defector Studies and SWIRE Analytic Studies
Mobilization based on Gut for Web
1. ON BOARDING
2. RELATIONSHIP DEVELOPMENT
• NEW PRODUCT marketing designed to stay relevant with innovative product leaders: Apple, Sony, and Google. • PROACTIVE RETENTION delivered to High/Medium Value base. • LOYALTY PROGRAM is a “passive” rewards program targeted and segmented to High Value customers (ConneXions) • Overall co-branded efforts with local business and services which have an “experiential” connection with programming.
• EXCITE customers about the Cox brand, the content, and the experience • EDUCATE customers on current and new products, services and technology • ESTABLISH behavioral patterns that promote loyalty (Cox.net, VOD and Personal Media Storage)
HIGH RISK / HIGH VALUE
PRE PRODUCTION / PLANNING
WELCOME KIT / PRODUCT SLEEVE Installer / Self-install / Drop Ship
d. SPORTSNIGHT OK Postcard / FB / TW / Mini-Footballs
On Demand Guide
a. NEW ANNOUNCEMENT TO PROGRAM Hallmark Card Style / HOTLINE
b. TRIPLE JUMP 3 mo. PREMIUM Tier OFFER #1 Local Business / Programming Tie-in DM / MCS
e. ON DEMAND GUIDE Qtry. VOD/Programming / FREE VOD OFFER / MICROSITE
D ATA B A S E M A N A G E M E N T / A N A LY T I C S T U D Y
PRE PRODUCTION • PLANNING
c. LOCAL CONNECTIONS MAGAZINE (COLLEGE FOOTBALL - SOCIAL PUSH) + ON DEMAND GUIDE Qtry. VOD/Programming / EARLY BIRD ESPN GAME PLAN DISCOUNT OFFER + FANTASY FOOTBALL c. GAMERS SPEED UPGRADE DM / HALO Hyper target Gamers / HALO / Sept. Release FANTASY FOOTBALL / MOBILE GAMES
3. OFF BOARDING • BEHAVIOR BASED marketing designed to detect behavior to avoid Off Board • POST MORTEM marketing designed to recussitate customers into service • Post Mortem efforts most effective in the first 30 days • Target Movers, transitional, and seasonal (college)
• Aggregate social media connections • Seed organic impressions • Leverage culture and OKC/Tulsa events • Invest into relationship of active users • Measure, Mobilize, Modify
a. FIRST SERVICE CALL Triggered #10/ Email / “Did we get it Right?”
a. WINBACK Triggered #10 / 7-10 day / OFFER 50% off services
b. REPEAT SERVICE CALL Triggered #10/ Email / “Did we get it Right?”
b. INSTALLER INCENTIVE PROGRAM Equipment Pickup OFFER
c. PORT TO WIRELESS MIGRATION Triggered #10 / Email / OFFER
c. RETAIL STORE WINBACK the Oklahoma Puppy
d. DOWNGRADE VIDEO Triggered #10 / Email /25% off all services
e. NON-PAY SAVED DISCONNECT Triggered #10 “Thanks + Pay Options / Easy Pay”
f. PENDING DISCONNECT Triggered #10 “Fee Forgiveness with EasyPay”
Day 7 MEASURE/REPORT
a. INSTALLATION ZONE
EasyPay booklet with sample form
c. 5GB MEDIA STORE and SHARE DM / Email Premiere/Preferred simple instructions /upsell
d. Segmented into PROACTIVE RETENTION PROGRAM (High/Medium Value) or LOYALTY PROGRAM (High Value)
“ONLY ON Cox7” Programming Demo Loop Product integration
d. ADVANCED TV Announcement / Update / OFFER DM / FB
f. EVENT AWARENESS DM / EMAIL #3 FB / TW
Dec. 2010 a. EMAIL CHECK-IN SURVEY DM/EM Answer 2 questions and get 2, Two Dollar VODs
e. 5GB MEDIA STORE and SHARE Tools, education, upgrade / Capture moments
f. 100 HD / SHOWRUNNER / MyPrimetime Juice the benefits of Cox Video Service
d. TRIPLE JUMP CO-BRANDED HOLIDAY OFFER #3 Local Business / Programming Tie-in DM / MCS
j. COX7 LOCAL SPORTS Girls Sports Focus / FB / TW
e. OKC THUNDER / OKLAHOMA MARKET Dimensional DM with OFFER / DM / MCS
k. LOCAL CONNECTIONS MAGAZINE + ON DEMAND GUIDE Qtry. VOD/Programming / FREE VOD OFFER / MICROSITE
h. SPORTSNIGHT OK - STATE CHAMPIONSHIP Postcard / FB / TW / Mini-Footballs
i. ON DEMAND GUIDE Qtry. VOD/Programming / FREE VOD OFFER / MICROSITE
c. TRIPLE JUMP TULSA /OKC OFFER #2 Local Business / Programming Tie-in DM / MCS
g. LOCAL CONNECTIONS MAGAZINE (MAT HOFFMAN - SOCIAL PUSH) + ON DEMAND GUIDE Qtry. VOD/Programming / FREE VOD OFFER / MICROSITE
Day 10 MEASURE/REPORT
b. TOP 10 SECRETS OF FACEBOOK Social Email / DM / Cox.net online tools
b. NEW Popcorn VOD Mailer / Digital Connects Lower Cost, Better Design / MICROSITE
a. ON DEMAND GUIDE Qtry. VOD/Programming / FREE 30 DAY PREMIUM OFFER / MICROSITE
b. WEB TOOLS / internet SPEED / EPIX / FB DM to Raise awareness on Web
a. BOLT-ON TECH - “OK Wired” LogiTech Remote/MinoHD/Tease 3D
S W I R E A N A LY T I C S T U D Y
a. INSTALLATION ANNOUNCEMENT Email / SMS
Mobilization based on Cox Oklahoma City/Tulsa 2010 Churn Trends
g. WIRELESS Contingent on launch dates
l. EVENT AWARENESS DM / EMAIL #6 FB / TW
f. TRIPLE JUMP CO-BRANDED OFFER #5 Local Business / Programming Tie-in DM / MCS
Week 11 * d. MOVERS Target Moving behavior early. MLS. Moving/storage, etc.
m. ON DEMAND GUIDE Qtry. VOD/Programming / FREE VOD OFFER
* e. HOT NODES - VRAD PERMITS PULLED Triggered #10 / “Head them off at the Pass with Tech speak and Education on Advanced TV”
ANNIVERSARY PROGRAM (Non-Calendar) One year Customer Reward / MICROSITE
* f. TROUBLED NODES - DEFINED BY ICOMS Triggered #10 / “Service interupted areas given special treatment.”
>>> VOICE OF CUSTOMER >>>
Three NETWORK/CROSS CHANNEL COMPETITVE :30 BROADCAST SPOTS
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Mobilization based on Cox Oklahoma City/Tulsa Customer Satisfaction Executive Summary 2010
Case Study: Cox Communication Direct Mail Campaign (B2C) Creative Director: Joe Burke
Science & Analytics: Mark Snow Designers: Joe Busigin, Kyle Prough
Situation Analysis Cox San Diego was under attack by AT&T UVerse. The competition was "carpet-bombing" their geographical footprint hammering Cox on their lack of a multi-room DVR product. Cox needed to change the conversation and reengage their current customers with a compelling message and offer within a much smaller direct mail budget. Goals & Audience The goal was to punch back with a Free 2nd DVR offer for homes that had one Cox DVR already, highlighting the benefits of two independent DVRs over a single multi-room DVR (multiple schedules, full functionality in both rooms, etc). The target audience: DVR subscribers in high-risk areas split into homes with and without additional set-tops (messaging had to be different). Each group received 3 waves to ensure saturation and maximum total response. Each group also had a target control to measure lift. The offer was 3 months of free DVR service. Strategy The strategy was to retain existing customers via discounts on DVR service and to drive home the content-centric message “Get More of What You Love”. The creative was a fantasy
experience 3.24% of TV characters in the environment of an actual DVR. averageliving response
9.18% of all households touched responded to the offer 4.6% of targeted households connected
360% higher than the “natural” connect rate of the control groups.
Tactics The campaign was primarily a targeted direct mail effort: we chose a self-mailer with aggressive messaging and visuals to grab the recipient with key benefits. RESULTS Over three waves to two target groups, average response was 3.24% per wave (calls over total pieces mailed) vs. a typical campaign response rate of +/- 1%. Over the 3 waves, 9.18% of all households touched responded to the offer, representing 4,865 calls to 53,000 households over 3 waves. In the end, 4.6% of targeted households connected to the service, 360% higher than the “natural” connect rate of the control groups. Complete Success!
3.24% average response, 9.18% of all households touched responded to the offer, 4.6% of targeted households connected
360% higher than the natural connect rate
Case Study: Cox, Viral Social Media Marketing Creative Director: Joe Burke
Science & Analytics: Mark Snow Designers: Matt Potter, Joe Busigin
Situation Analysis Cox Oklahoma was weak in competitive messaging to the competition, DirecTV and U-Verse. DirecTV’s Sunday Ticket offer was strong and “owned” the professional football broadcast conversation. U-Verse was growing their reach into the footprint and “owned” the Oklahoma Sooners web presence. Cox needed a low cost way to gain a competitive foothold. Solution We isolated local sports. the competition did not cover local sports broadcasts and Cox had a channel devoted to it. High School football in Oklahoma is an extremely popular cultural component. When looking at the effective reach, we looked at the extended social networks of the athletes, band members and cheerleaders in an authentic and local language.
Tactics Direct Mail campaign highlight Cox Game of the Week with schedule. Matching motion graphics for broadcast. Customized mini-footballs Social media integration Execution We sharply defined the target group, tied to Facebook and Twitter, and leveraged the client's OnDemand feature to emphasize that replays of the games could be seen on our client's network. We then shared the message on mini-footballs thrown into the crowd at the local high school football games. Bringing experience out of the home, into the community, and back home again.
Case Study: Cox Redemption Microsite Creative Director: Joe Burke Designer/Programmer: Joe Busigin
The client was sending paper coupon offers via direct mail to their customers. These coupons required the customer to fill out their customer information, place it in a self-addressed envelope, adhere a stamp and mail it to Cox. Cox would process these coupons by having people key all of the customer data into their master database. This would take up to a couple of months to be processed and credited to customers’ accounts. Measurement and analysis of the direct mail would also be delayed due to this process. The solution was to streamline the process by developing a coupon redemption microsite whereby customers could simply redeem their offers online. Now customers still receive direct mail, but instead of redeeming paper coupons by mail, the customer is able to go online and redeem their offer instantly. This redemption microsite accomplished the following:
• • • • • • •
Automated the entire redemption process. Created a positive customer experience. Customers receive offers quickly instead of waiting over 2 months to be received and processed by Cox. Supports Cox efforts in positioning themselves as technology leaders. Saved Cox money through reduced labor costs. Increased accuracy of data. Allowed for instantaneous measurement of customer response, enabling ROI analysis to be completed sooner. This allows Cox to make adjustments to their marketing strategy quickly as needed.
5 Cable Companies have joined this trend with custom microsites.
Cox Communications: Multichannel Campaign Creative Director: Joe Burke Copywriter: Joe Burke & Chris Palmisano TV, radio, DM, print, social media and viral video. Currently in production. $
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Cox Communications: Multichannel Campaign Creative Director: Joe Burke Copywriter: Joe Burke & Chris Palmisano TV, radio, DM, print, social media and viral video. Currently in production.
On Demand Guide Creative Director: Joe Burke Designers: Matt Potter, Kyle Prough, Karen Lawrence Successfully pitched and sold On Demand Guides in three markets. Directed design, and produced internally by three member team.