To establish Verizon as the nation's largest and most reliable wireless carrier, leading the way in 5G, and to position Verizon as a lifestyle brand with a broad array of the latest and greatest wireless technology to enhance customers' lives..
The Client’s Goal
Objectives
- Educate consumers about the variety of wireless technology products available at Verizon.
- Demonstrate to customers how the use of wireless technology from Verizon can enhance their lifestyle.
- Develop a clear call-to-action to drive consumers to visit Verizon retail stores and to shop online.
- Increase awareness about Verizon's network investments and enhancements.
Tactics
- Pitch seasonal earned media tech segments on a quarterly basis to local market broadcast lifestyle shows that demonstrate the vast array of wireless technology available at Verizon and how it fits into a customer’s lifestyle (e.g. holiday gift giving, New Year’s fitness resolutions, spring travel).
- Leverage media relations expertise to book lifestyle segments for company spokespersons to keep Verizon top of mind as a leader in the wireless category and as a lifestyle brand.
- Track all report segments for broadcast, digital and social media coverage; Compile coverage report and analysis to demonstrate ROI for client.
The Impact
- Pitched 45 local markets and booked more than 50 earned media segments (broadcast, digital, social media and influencer broadcasts) for five company spokespersons with local broadcast lifestyle shows per quarter.
- Achieved extensive consumer lifestyle coverage for Verizon, with air time for lifestyle segments running from 2:45 to over 8:00 in length.
- Reached over 1M targeted media impressions for a publicity value of over $300K per quarter.