© 2013 south area pr summit may 22, 2014. © 2013 the team representing south central region –...

© 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