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Cincinnati Bell Fioptics Case Study

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Background

In 2008 Cincinnati Bell launched cutting-edge Fioptics service that included TV, Internet and home phone. As a result of the expensive build-out costs, they were only able to sell their services to select pockets of the greater Cincinnati/Northern Kentucky area.

Challenge

The challenge arose within their communication strategy. How could they reach out to eligible prospects without frustrating or angering those who weren’t able to get the highly demanded service?

Solution

Curiosity developed a creative campaign to highlight monthly promotional offers, which were communicated to prospective customers using an aggressive direct marketing campaign. The marketing campaign was used to announce service availability to prospects within the targeted geographic areas where service became available, and as it became available over time. Specifically, we initiated three campaigns to raise awareness of the clients’ products, including a “New Release” campaign, a “Resweep” campaign, and an email direct marketing. The weekly “Fioptics New Release” direct mail piece was used to announce the availability of Fioptics in the prospects’ area and to educate them about Fioptics service. The monthly “Resweep” direct mail pieces went to eligible prospects who had not signed up for the service. The aggressive offers encourage these consumers to purchase. We also versioned the creative and offers for families/home owners versus singles/renters. Finally, we used email to showcase promotional offers, monthly On Demand movies and value adds from Fioptics, including channel additions, PPV events and more.

Results

Cincinnati Bell is up to 50,000 TV customers and Fioptics sales now accounts for 90% of Internet sales (vs. DSL product).

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