CLIENT: Time Warner Cable is the second-largest cable operator in the U.S., and serves more than 14 million customers who subscribe to one or more of its video, high-speed data and voice services.
CHALLENGE: Back-to-school season triggers a small explosion of new Internet and cable connections. Time Warner wanted to increase its share of these new customers for its Road Runner Lite and Basic Cable services. However, the three specific targeted demographics — college students, families and general market — were facing aggressive, high-priced back-to-school marketing initiatives by the competition.
SOLUTION: "Get Back" played off "back-to-school" and the bonus savings customers would "get back" — just for signing up — as well as the value and reliability they would "get back" with Road Runner and Cable TV. Utilizing a consistent message across all products, with multiple tactics and frequent exposure, garnered a 71% increase in Non Sub connects from the Direct Mail prior to the previous 3 months. Plus, there was an 80% increase in Non Sub connects from the TV and Radio effort prior to the previous 3 months. Actual connects for Non Sub efforts were 2.50% and 9.85% for Upgrade efforts. We used telephone-tracking numbers for all campaign tactics allowing us to gauge the call volume generated by each tactic. Across the board, the call volume was higher during the duration of the "Get Back" campaign.
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Time Warner Cable (TWC) is an American cable telecommunications company. Originally controlled...