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Establishing brand awareness in a local telephone market

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 advertising messages.

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. 

Business 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.


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