Marketing

The Challenge:

Insight Communications wanted to launch its phone services into markets that currently received only video and Internet services.

The Solution:

Tribune Media Services developed comprehensive acquisition and upgrade campaigns to create awareness and generate calls. Television spots, radio and newspaper ads announced the new service and focused on the cost savings available with Insight phone. Direct mail reinforced the media advertising, and delivered a strong call-to-action to both prospects and current customers. All marketing materials were targeted to specific cities, requiring extensive versioning for both print and broadcast.

The Results:
Insight Phone service was successfully launched. Media advertising generated a high level of awareness, while acquisition direct mail achieved a .83% response rate in markets that had never even heard of Insight Phone a month before.  Follow-up direct mail achieved response rates as high as 1.02%.