fios presentation
DESCRIPTION
The short version of my IMC paper on Verizon FiOSTRANSCRIPT
The World Is Brighter With FiOS David BenBassett
Nicole SpirosXiaoXiao YuFrank PirogYoung Lee
Verizon FiOS
•What is FiOS•Sales and Market Share•Subscribers
What is FiOS
Fiber Optic Service High speed internet Highest picture quality
Integrated TV, Phone, and Internet Widgets Caller ID on TV Streaming to computers
Triple-Play Bundle
Sales and Market Share
$5.5 Billion in FiOS Revenue
FiOS25%
Pay TV Market
3.3 Million FiOS TV
3.9 Million FiOS Internet
Key Findings
•Common Words•Positioning•Current Ads•Consumer Behavior
What does FiOS Stand For?
Current Positioning
The only Fiber Optic Triple-Play
Positioning by Features DVR Integrated services
Positioning by Price Tiered price points
Positioning by Quality Super fast Internet High picture quality
Current Advertising
Consumer Behavior
Men appreciate advanced features 18-34 Older view as commodity
Women more likely to make purchase
Asian Americans more likely to spend
Married with children more likely to spend
Most people still watch TV during original broadcast Increasing desire for DVR convenience
Under 45/ high income more likely to switch service Early adoption
Recommendations
•In the Works•Bucket Breakdown•The World is Brighter•See the Light
Target Audience
Adults Age: 18-34
Families
High Income >$100,000
Middle classAsian Americans
What’s In The Works?
Extreme Makeover
City Posters
Retention Emails
DVR Banners
Circulars
Social Media
Fantasy Football
Campus Reps
Stadiums
Filling the Six Buckets
Total Budget: $412,500,000
Costs based on run time of one year in an estimated 10 cities (where applicable)
Advertising - $245,586,868
Sales Promo - $14,875,000
Direct Mail - $102,800
Digital - $13,940,000
PR -$4,000,000
Personal Selling - $162,000
Television
Prime Time Dancing With the StarsGrey’s AnatomyCSIHouseFringeBiggest Loser
SportsCollege FootballNBASunday Night FootballSuper Bowl
CableESPNCNNFood NetworkHGTV
All Ads Full Page/Color
Outdoor Marketing
Inner-city Posters
Targeted to Asian Americans Pay more attention to outdoor ads
10 FiOS ready Cities
Rotated throughout for 1 year
Sports Marketing
Inner Stadium Advertising Simple FiOS logo ads Quick price-point flash through
10 Stadiums
Major FiOS areas
The World is Brighter with FiOS
The World is Brighter with FiOS
TV+Internet+PhoneGet the FiOS Triple Play for just $89.99 per monthLearn more about FiOS at www.verizon.com/FiOS
TV+Internet+PhoneGet the FiOS Triple Play for just $89.99 per monthLearn more about FiOS at www.verizon.com/FiOS
The World is Brighter with FiOS
It’s Time for You To See the Light
Click icon to add picture
Family watching TV
Family watching TV
Little boy runs to the window
because he sees a light
Little boy runs to the window because he sees a light
Click icon to add picture
The boy goes outside and finds a bright ball
of light
The boy goes outside and finds a bright ball of light
He picks up the ball of light and brings it home
Click icon to add picture
Click icon to add picture
The boy brings the light inside and his family marvels at the transformation of
their TV
The little boy also notices an astonishing change in the speed of the family’s Internet
He then looks to the telephone that has also been enhanced by the FiOS
Click icon to add picture
Pan out to see the family's house on the street light up from Fios
The World is Brighter With FiOS
It’s Time for You to See The Light
Visit us at Verizon.com/FiOS
The commercial closes with the second slogan tied in with the Social Media, pushing people to the website