VALOR Telecommunications, a well-known and reputable business and residential service provider wanted to develop a competitive price offer for their customers. Working with Proterra Advertising, they devised a marketing plan in order to assist their customers in Texas, Oklahoma, and New Mexico.
VALOR Telecommunications, a business and residential telecom service provider, implemented a new service program designed to provide their clients high-end service at an affordable price. VALOR wanted to promote the VALOR Value Plus Plan utilizing newspaper and radio ads, and support that works by launching a direct mail campaign to target new and existing customers in the states of Texas, Oklahoma, and New Mexico.
New Product Campaign
Consumer insight work led Proterra to believe that the key to promoting the new Value Plus Plan was to make consumers feel comfortable with the product. Proterra develop a "Smart Customer" campaign, positioning the pas as the right choice for value-minded customers. Two different versions of direct mail were created and tested. The comprehensive campaign included newspaper ads, direct mail, radio, POS/POP and the coordination of both general and Hispanic market media placements for newspaper and radio.
As a direct result of the "Smart Customer" campaign, VALOR Telecom expereienced a 10% response rate from one of the versions.
VALOR was also able to convery approximately 20,000 clients in the Texas Oklahoma, and New MExico markets to this new program.