V ide C all Ala Ghawas Alex Andujar Meghan Rourke Sabrina Marie Formoso

Vide Call

Ala GhawasAlex Andujar

Meghan RourkeSabrina Marie Formoso

Outline

BackgroundSituation AnalysisTarget AudienceBrandingMarketing ObjectivesCreative ObjectivesCreative StrategyIMC ProgramMarComm Scheduling and BudgetingCampaign Measurements

BackgroundWhat’s VideoCall?Talk to your friend or family over the cell phone .. And see them!

What’s 3G?

It’s the technology that enables Video Calling.

Why Verizon?Very reliable network.The 3G network is already established.Captured 24% of the cell phone users in the US, 2nd in the US.

1. Very competitive market2. Video over IP3. Cingular 3G Technology

1. Geographical nature of US2. Mobile devices are popular 3. Technology Market is

expansive 4. Service was successful

internationally5. Profitable

1. No brand awareness2. The service is very new which

required a lot of awareness3. Having 3G enabled phone is

a must to use the service

Situation Analysis (SWOT)

1. Great customer base2. Strong company’s brand

name “Verizon”3. The service is very simple4. Affordable5. Very innovative –

easily differentiated

Strengths

Opportunities

Weaknesses

Threats

Strengths

Opportunities

Weaknesses

Threats

Target Audience

Want to stay connected to loved ones

Sentimental and Emotional connections

Sharing of experiences, more effective communication

Likely to use Family Plans, thus buying multiple cell phones for household

Typically Early Adopters with new technology

Concerned with social norms and trends

Constantly communicating with peers

Heavy media users

In tune with popular culture

Use cellular phones as primary phone

Multi-taskers

College students away from family for the first time want to stay connected to “home”

Typically Early Adopters with new technology that offer business solutions

Looking for products that make doing business easier

Employees are typically provided “company-owned” cell phones

Potential reduction of business travel expenses

Mobility of service allows increased productivity

Primary Target: Early Adopters

Families Students Business Professionals

Branding

PremiseBenefit from Verizon brand equity ($1.72 Billion in advertising for 2005)Success for VideoCall relies on fast and sizable absorption into marketplace

Branding StrategyConcentrate efforts on Verizon subscriber baseConvey SIMPLICITY, INEVITABILITY, and SIGNIFICANCETarget 3 strategic groups that will adopt the service and diffuse it throughout the mass market

BrandingPositioning Statement

“VideoCall is the cutting edge in communication with the trust and reliability that Verizon always delivers. It is not only the next step in cell phone evolution, but is the next best thing to human touch, bringing people together and keeping them connected in a new way.”

Brand Identity:FunctionalUsefulPracticalEasy-to-UseNecessity in communicationFacilitates and enhances human connection

BrandingBrand Name and Symbol

Marketing ObjectivesEstablish VideoCall as the premier brand choice in innovative wireless technology.

Reach 95% of the target audience at a frequency of 1 or more times.

Reach 80% of the target audience at a frequency of 3 or more times.

In terms of consumer interest, our objective is for 40% of Verizon subscribers to have initiated a request for information about VideoCall.

Creative ObjectivesTo communicate clearly and effectively the following information to consumers:

The simplicity, inevitability, and significance of VideoCall.The necessity and benefits of adopting VideoCall quickly.The attachment of VideoCall with the Verizon brand name, and the instant brand equity evoked.The brand positioning of VideoCall as being the cutting edge in wireless communication accompanied by the trust and reliability Verizon is known for.

Creative Strategy

Creative 1 – Family Be seen. Be heard. Be

there.

www.verizon.com

Creative Strategy

Creative 2 –Students/Teens

Be seen. Be heard. Be there.

www.verizon.com

Creative Strategy

Creative 3 – Business

Professional Be seen. Be heard. Be there.

www.verizon.com

IMC Program Components

AdvertisingDirect MKT& Sales Pro.

Exper. MKT PRSales Training

&CS

Out-of-Home

Print

Broadcast(TVC)

Interactive

Promo 1:Bundled Phones

Campus Kiosks

PressReleases

Promo 2:Free Minutes

Mall Kiosks Pitches

CelebrityEndorsement

Advertising

Broadcast (TVC 1) – Family

[College girl is studying in her dorm room. She looks melancholy.]

[She picks up her phone and makes a video call.]

[Cut to Mom entering kitchen as her cell phone is ringing. She is scolding her son as she walks]

MOM: “Rusty, don’t run in the house.”

[Picks up video call]

MOM: “Hey honey, how are you? Enjoying the college life?”


JENNY: “Everything’s ok… I just miss ya guys sometimes. A lil homesick, I guess.”

MOM: “Awww… baby. Don’t worry, you’ll get use to it.

“Rusty, sit down!”

“We miss you too. And anyways, we’ll be seeing you soon for the holidays.”

JENNY: “Thanks mom. That makes me feel a lil better.”


[Rusty is dangling from the ceiling fan in the background]

MOM: “Oh my god! Got to go!”

[Jenny hangs up phone with a big smile on her face]


America’s Most reliable Network

VO: “VideoCall by Verizon, The next step in cell phone evolution. See your call face to face. Be seen. Be heard. Be there.

VO: “Another winning innovation from Verizon wireless.

[Jenny’s face changes from a smile to shocked as she looks at her phone]

JENNY: “Mom, Rusty!”

Broadcast (TVC 2) – Students/Teens

[Jenny is quietly studying in her dorm room. Her phone rings]

[She see’s that her friends are calling]

JENNY: “Hey girls! What’s up?”

FRIENDS: “Jenny! The party is bumpin. You sure you can’t come by?”


[Friends motion their camera towards the crowd to show Jenny]

[Cut to party scene. Random college students are dancing and laughing.]

[Jenny looks at her video phone and gives a sad expression]


[Her friends are dancing to ‘Chicken Noodle Soup’]

[Jenny proceeds in studying while having her cell phone propped up against a book so that she can see the party. After a couple of seconds, the phone catches her attention]





JENNY: “Sorry guys, but no can do. I really gotta study. But keep your phone on for a while so I don’t miss that much.”

Businessman gets into a cab. His phone rings and he picks up.

Wife answers. Her image on the phone.

WIFE: “hey honey …I just got off the phone with Jenny and …

Broadcast (TVC 3) – Business


Businessman dials office. His assistant picks up video call.

BM: “Hey guys, how’s the report coming along? Think we’ll get it done by Friday?”

Cut to wife at home, with husband on video phone.

WIFE: “…she seems to be adjusting to college life.”

BM: “Glad to hear that. But, can I call you back? I need to check on things at the office.”

WIFE: “Sure. Talk to you soon. Bye.”

Cut to office scene. Jim, sitting at his desk.”

JIM: “Yeah, we’re on top of things. Looks like everything is on schedule. We’ve been working really hard.”

[Relaxed, Jim swivels his chair, exposing the background.]


BM grins and rolls his eyes.BM catches a glimpse of office workers dancing in a conga line behind Jim.





Print


Now, only with Verizon, you can enjoy talking to your friends and seeing them at the same time!

Visit any of Verizon’s shops or call 1-800-12345.

www.verizon.com

Print (Magazine Ads)

Out-of-Home


www.verizon.com

Out-of-Home (Billboards)

Out-of-Home (Train Posters)

Out-of-Home (Bus King)

Out-of-Home (Bus Shelter)


www.verizon.comNow, only with Verizon, you can enjoy talking to your friends and seeing them at the same time!

Find More!

Interactive

http://www.verizon.com/

Interactive (Homepage)

Call MomCall Dad

Call Your

Friends

and ..

See them

Be seen, Be

heard,

Be there..

Interactive (Animated Banners)

Public Relations

Press Releases

Announces VideoCall Launch

Familiarizes Press with the functionality and usefulness of the service

Will be sent to Newspapers (WSJ, NY Times, Boston Globe, etc.), Weekly News Magazines (TIME, Newsweek, etc.), and Consumer Technology Magazines

Publicity

Magazine Pitches – Press Kits to News and Consumer Magazines Family

- Kids off to college, great way to keep in touch- Parents who live in other cities or who travel a lot can watch their children grow up

Teen/Students- Fun places where a video phone would come in handy. (e.g. Cosmo could have- Readers send in letters with suggestions of “naughtiest” uses for a video phone and publish the top 10- Enter to win a video call with a famous musician

Business- How VideoCall has been adopted by business professionals. - Conduct a pre and post study on 3 companies and publicize to WSJ, Businessweek, Forbes, etc.

Publicity

TV Pitches - VNRs to Local TV Stations Morning News Mag shows (e.g. Good Morning America, Today Show) - Discuss product, On-air trials, Audience give-awaysLate Night shows (Tonight Show, Late Show) - fun entertaining things with the phone. Example: David Letterman could call into different people to introduce “Top Ten”.Daytime Talk Shows (Ellen Degeneres) - use and talk about the product, give-away phone to guests that have kids going to college

Radio Pitches – Press Kits to Local Radio StationsMorning Show DJs - encouraged to bring up video phone in conversation Call-in give-aways.

Celebrity EndorsementGive away to celebrities that are spotted and are perceived as trendsetters

Direct Marketing &

Sales Promotion

Get the VideoCall service FREE for 2 months when you present this card at any Verizon Wireless location!VideoCall supported cell phones are required to use this service.

Dear Customer,

We’re pleased and proud to inform you that Verizon Wireless has just launched the Video Call service. This service will allow all Verizon customers to enjoy talking to their friends and families over the phone and seeing them at the same time!

Kindest regards, Your friends at Verizon

Direct Mail (Promo 1)

www.verizon.com

Present this card when you buy two VideoCall Enabled Phones and enjoy 20 free video minutes per month.Offer good on both phones for one year.

VideoCall supported cell phones are required to use this service.

Dear Customer,

We’re pleased and proud to inform you that Verizon Wireless has just launched the Video Call service. This service will allow all Verizon’s customers to enjoy talking to their friends and families over the phone and seeing them at the same time!

Kindest regards, Your friends at Verizon

Direct Mail (Promo 2)

www.verizon.com

Experiential Marketing

Demo Booths

Campus Demonstrations Mall Kiosks Tradeshows

Sales Training &

Customer Services

Sales Training & Customer Services

Technical training to all front liners about the service and how it works.

Demo cell phones in all sales and customers services centers to better assist customers with their inquiries.

Soft skills training for all front liners to help them better sell the service by focusing on the benefits of the service.

MarComm Scheduling and Budgeting

Campaign Measurement

Creative concept testing before launching the program:

Focus Groups

Concurrent testing during the program to test brand knowledge and awareness.

Phone & Email

Customer service interactions

Evaluative testing at the end of the program to measure the effectiveness of the campaign

Surveys

Thank You

Appendix

DetailedMedia Plan

Documents

V ide C all Ala Ghawas Alex Andujar Meghan Rourke Sabrina Marie Formoso