CASE STUDY #2: LONG DISTANCE SERVICE PROVIDER
leader in broadband data, voice and image communications.
limited organizational resources to successfully deploy strategic
Sales of consumer
calling plans online had declined.
plans had not been refreshed based on actual performance data or
across various plans were limited to 468x60 banners.
that customers acquired through online channels spent
approximately 20% more on long
distance services than other customers.
Client had established
19 strategic partner marketing programs.
actual and potential value of each partner to client so that limited
could be allocated to top performing
reach of individual partner media plans by increasing the type and
ad unit placements online as well as integrating
offline marketing initiatives.
behavior of existing customer base by providing saving incentives
customers who referred new customers to
Assess the marketing
value of promotions, sweepstakes and coupons as incentives to drive
desired behavioral objectives.
through integrated marketing vehicles to achieve desired reach within
key target segments and markets.
partners brand as an umbrella to introduce private-label services.
media properties to negotiate new placement opportunities for client
staying within the contractual framework
of the original deals.
number of creative units and ad formats to include ad inserts in
stand-alone e-mails, rich media formats
(HTML, Enliven, Shockwave), and contextual ad units.
testing program to assess the impact of a $25 consumer goods coupon
the effectiveness of a direct mail
incentive to increase first-calls.
inventory to boost short-term sales as well as to increase the overall
caliber of inventory.
based on a selection criteria developed to provide the greatest
reaching the target audience and
driving the desired behavioral objective.
was enhanced with a testing program to assess ad formats, use of
call-to-action, position of gifs,
and benefit statements among others.
partner contracts were restructured based on placement requests
and the total
number of partner programs was reduced
increased by 12% and coupon offer increased first-calls by 27.2%.
increased by 83.3%.
increased by as much as 25%.
calling service authorized by client and major marketing partner.