AT&T GigaPower
AT&T GigaPower was the newcomer to a marketplace saturated with highly competitive Internet service providers. They offered some of the fastest Internet speeds available but were slower than their competitors in responding to escalating rate wars.
Their ask, reduce marketing cycle times by 50%.
To be successful, we needed to replicate the speed and flexibility of digital in a traditional direct mail channel. We stripped away complexity, removed redundancies, cross-trained staff to reduce dependencies, and eliminated bottlenecks.
By adopting an agile approach to the work, we maximized conversion opportunities by reaching eligible prospects with 6 direct mail and email touches within 2 weeks of new market launch. This accelerated approach to the marketing cycle allowed us to execute on over 3,800 uniquely tracked creative packages, each custom to one of the 18 markets launches nationwide.
TEAM:
Creative Director: Paul Ford
Copywriter: Paul Ford
Art Director: Ryan Kuhn
Email Coder: Ashley Wong
AT&T U-verse
AT&T U-verse needed help hitting their sales goals, we identified that much of the lead universe was growing “stale” – having been in the Prospect acquisition flow for years without conversion.
We expanded and deepened AT&T’s understanding of its prospect universe based on new models, profiles, and data enhancement. Creating a richer more holistic view of prospects by expanding the segmentation.
New behavior-based triggered communications generated more response and conversion rates. And we doubled the original “super stale” segment performance.
TEAM:
Creative Director: Paul Ford
Copywriter: Paul Ford
Art Director: Ryan Kuhn
