Time Warner Cable Business Class

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Company: Time Warner Cable Business Class, New York, NY
Entry Submitted By: Geometry Global
Company Description: Time Warner Cable Business Class is a division of Time Warner Cable, the second largest telecommunications company in America. TWCBC specializes in B2B technology solutions for small, mid-market and enterprise size companies. TWC has over 55K employees and has headquarters in Los Angeles, NYC, and Herndon. As an organization, TWCBC has received numerous awards for campaign effectiveness.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom

Nomination Title: Time Warner Cable Business Class "Business by the Numbers" Lead Generation Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Genesis

Entering 2015, Time Warner Cable Business Class (TWCBC) faced several challenges in their efforts to attract and convert “switchers”. Firstly, TWCBC’s unaided awareness lagged behind the competition, attracted only moderate interest, and placed third among competitors in consideration. Secondly, news of a possible merger placed uncertainty and doubt in the minds of potential switchers who need a provider they can count on.

TWCBC needed to convey a sense of trust and dependability to reassure their target audience and to make it to the consideration list in a market dominated by large, national players.

Planning

For the 2015 campaign, TWCBC identified their core target audience as small business owners with fewer than 25 employees. Every decision is critical to a small business owner. With so few resources, Internet and phone services are the lifeblood and mainstay of most small businesses. They simply cannot afford any uncertainty around the services they depend on each day. The American Customer Satisfaction Index (May 2014), used during campaign development, showed that technology providers were the “worst performing among 43 industries tracked for customer satisfaction” and ranked as the most disliked companies. As a result, business owners didn’t believe advertising that tells them to “trust us”.

Realizing that small-business owners think providers misrepresent or overhype their claims, our insight was to overcome this distrust by presenting owners with honest stories from sources they could trust—other small business owners with similar challenges to their own.

By featuring their peers, we would give small-business owners compelling reasons to consider switching to TWCBC. Success would be measured by the campaign’s ability to increase call volume leads and sold revenue.

Execution

“Business by the Numbers” was our answer to the challenges facing TWCBC. We used specific, number-focused stories of real TWCBC customers and their real-life business challenges to illustrate how TWCBC is a trustworthy technology partner for businesses “like theirs”.

As a campaign, we:
Showcased TWCBC’s differentiating strengths to prospective customers. In opposition to the lack of trust within the category, TWCBC has extremely loyal and tenured customers who have experienced great success in partnership with TWCBC. Beginning with a casting call email, the campaign idea instantly elicited a flood of responses from customers eager to share their passions and share why TWCBC positively impacted their businesses.

Delivered customer testimonials told “by the numbers,” while avoiding the over-used “talking-head” format, to illustrate customer-specific numbers that made each business story unique. We quantified what TWCBC offered these businesses, made the stories concrete and believable, and heightened prospects’ ability to relate to these small businesses.

Demonstrated customer advocacy through social media. A robust and rich content platform was built upon on the advice and experiences of customers, who in turn, engaged with the brand and shared messages with their networks.

Results

The “Business by the Numbers” campaign was a resounding success and broke through the noise of competitive and negative perceptions by engaging small business owners and ultimately, generated leads. Call volume and revenue increased in 2015 amongst stiff national competition.
-The combined campaign tactics in media exceeded call volume targets delivering 110% to goal for the year.
-Revenue from inbound call center leads increased 7.5% for the year.
-Online video streaming surpassed lead goals by 7%.
-Unaided brand awareness rose 9 percentage points compared to 2014.
-Social media channels achieved a campaign reach above 4M and over 9K people engaged with the content. Increased followers by 61% in 2015.
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In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

1. Authenticity – Showcased real TWCBC customers interested in sharing their success and entrepreneurial stories.
2. Relatability – Incorporated unique number-focused business challenges to reinforce TWCBC as the reliable technology partner for small-business owners.
3. Unique testimonial approach – Documentary film style placed viewers in the customers’ business and provide an in-depth look at their passions, challenges, and TWCBC’s role in their success.
4. Integrated marketing – Multichannel lead generation efforts leveraged Broadcast TV, Print, Social Media, and Digital communications.
5. Inbound Call Volume Revenue – Revenue from inbound call center leads increased 7.5% compared to 2014.
6. Campaign Results – Creative over delivered call volume goals by 10% for the year.
7. Online Video Results – Streaming Video surpassed lead generation call volume targets by 7%.
8. Social Media Results – achieved a campaign reach above 4M and over 9K engagements. Increased followers by 61% in 2015