© 2013 south area pr summit may 22, 2014. © 2013 the team representing south central region –...
TRANSCRIPT
© 2013
South Area PR Summit
May 22, 2014
© 2013
The TeamRepresenting South Central Region – AR, WTN, NMS:
• Mangan Holcomb Partners• Sharon Tallach Vogelpohl – President
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The Assignment
Present an effective pitch that: • Is centered around a holiday• Involves a combination of:• Smartphones• Tablets• Connected devices• Apps
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The Assignment
Other important considerations: • Relevant and easily executed across the South Area• Scalable based on geography and budgets• “Uniquely Southern” – taking advantage of our geography• Opens the door to new media opportunities• Unexpected – avoiding the clutter of traditional holidays• Strategically aligned with key business objectives
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The Business Objectives
• Verizon’s South Central Region has prioritized:• Targeting “Low-Tech Mature” segment• Largest “Innovate” segment at 30% in SCR
• Encouraging basic-to-smartphone migration• Increasing tablet adoption/addition• Bolstering lifestyle accessory sales• Adding connections via More Everything plans• Taking advantage of untapped pre-pay opportunities
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The Opportunity
• In 2014, the youngest of the Baby Boomers turn 50, representing 25% of U.S. population
• They are active and enjoy:• Hobbies• Friends • Travel• Family
• The U.S. Census Bureau reports average age of new grandmothers in U.S. is 50; new grandfathers, 54
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The Big Idea
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The Big Idea
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The Pew Study
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The Footprint
• Top 10 Places to Retire*• Nashville, Tenn.• Tuscon, Ariz.• Louisville, Ky.• San Antonio, Texas• Oklahoma City, Okla.• Memphis, Tenn.• Tampa, Fla.• Jacksonville, Fla.• El Paso, Texas• Miami, Fla. *According to AOL.com “Daily Finance”
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The Footprint
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The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Keeping in touch with grandchildren across town or
across the country…• Photos• Texts• Emails• Social Media
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The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Featured Gift Ideas• Smartphones • Tablets• Lifestyle/hobby accessories• Relevant App ideas• Special features for vision and hearing impaired
• Messages about affordability• Add to family’s More Everything plan• Pre-pay options
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The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Media Targets• Morning/Noon Shows• Family Magazines• Gift Guides• Family/Tech/Style Sections of Mainstream Papers• Broadcast TV/Radio News and Talk on trend of how tech
is improving communication of grandparents and grandchildren• Mommy, Daddy (and, yes, Grandparent) Bloggers• Social Media Posts
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The Pitch
• Media Events:• Wireless Workshops targeted at grandparents with their
grandchildren• Identify popular media personalities to “upgrade” their
communications or lifestyle with the help of their grandchild on-air
• On-air/social media contest for best “uniquely Southern” grandparent nickname to win Verizon device
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But There’s More…
• This desirable demo has also created a proliferation of vertical media opportunities for direct, “ageless” pitches across the South Area…
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Growing Verticals in South Area
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But There’s More…
• Voracious newspaper readers… with many reading EVERY PAGE of the Sunday paper.
• Loyal television news viewers at multiple dayparts.
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The “Ageless” Pitches
• Top Hobbies • Gardening
• Golf
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The “Ageless” Pitches
• Boating/Fishing
• Antiquing
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The “Ageless” Pitches
• Digital Photography
• Cooking
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The “Ageless” Pitches
• Scrapbooking/Crafts
• Investments/Money Management
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The “Ageless” Pitches
• Health and Wellness- Blood Pressure Monitor- Heart Monitor- PulseOximeter- FitBit- Rx reminder app, others
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The “Ageless” Pitches
• Safety and Security
• Sure Response
• Smart Home Solutions
• Belkin Netcam
• Kevo Locks
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The “Ageless” Pitches
• Keeping the mind sharp
• Vision and/or Hearing-Impaired Features/Apps
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Even Grander Opportunities
• Regional/National Opportunities:
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The Assignment
Present an effective pitch concept …Centered around a holiday Involves a combination of
SmartphonesTabletsConnected DevicesApps
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And Beyond…
Scalable based on geography and budgetsRelevant and easily replicated in the South Area “Uniquely Southern” – taking advantage of our geographyUnexpected – avoiding the clutter of traditional holidaysStrategically aligned with key business objectives
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And Beyond…
Targets large opportunity market on multiple frontsOpens the door to new media outlets/platforms and
“ageless” pitchesEducates seniors and their loved ones about how to stay
connected, safe, active and get MORE EVERYTHING out of life with Verizon!
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The Care Package
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The Care Package