Best Small Business Integrated Ad Campaign

Comcast wanted to increase awareness of the Comcast Business Class brand among small business professionals, ages 35 to 54 who are primary wage earners and consider their work a career, not a job. Comcast faces strong competition from Verizon and other telecom players also trying to reach this professional small business audience. The online campaign had to be planned in less than 2 weeks right before the holiday season and the client did not approve the campaign strategy until the last minute. The offline agency was able to delay some of their placements until Q22008 so their timeline was less aggressive. The online campaign launched January 7, 2007 and the full integrated campaign ran until December 31, 2008.

Comcast’s objectives for the campaign include:

Increase awareness of the Comcast Business Class brand (launched in Q42007) and keep products top of mind among target audience

Create an offline/online media mix that maximizes results and allows measurement of each channel’s influence on awareness and consideration

Our strategic planning approach was to select properties and titles that had a strong composition of the target audience and then to provide them with a multi-channel customer experience. For example, offline media points prospects to a microsite developed specifically for this campaign that provides value-added resources for small businesses including downloads, podcasts and more.

To date, we have delivered on our desired message frequency and are seeing month over month increases in traffic. Our integrated mix has resulted in online traffic increases as print is in market.
Please see link for details of results to date.

Contributors:

National Director, Media Services, Comcast:	Sue Slominski

ONE TO ONE INTERACTIVE

Location: USA