COMMUNICATION PLAN DEVELOPMENT
Establishing brand awareness in a local telephone
Spearheaded a national telecommunication
company's regional marketing team to develop the communication plan to
enter and build presence in a local telephone market. Constructed
product claims to challenge the validity of the competition's key
Integrated the communication
plan with the client's national brand advertising campaign, and developed
positioning concepts and copy strategies for agency development.
Balanced national and regional advertising priorities, enabling the
marketing team to maintain mass media efficiencies while addressing local
marketing issues and capitalizing on emerging opportunities.
Result: This advertising generated a double-digit increase in brand
awareness for the year. Market research indicated that consumers'
trust-rating for the competition declined significantly within the first
six months of the introduction of the communication plan. In the
quarter immediately following the advertising, the client experienced the
only positive net churn for the year.