Communications Providers

Movers Prove Value In Acquisition Strategy

REGIONAL TELECOM COMPANY: NEW MOVER PROGRAM + DIGITAL BOOST

CLIENT OBJECTIVE:

• A Regional Telecom Company was looking to boost new customer acquisition of its fiber Internet product by testing new movers likely to switch telecom providers within their serviceable footprint
• Key Success Metrics: # New Sign Ups, ROAS $, % ROAS, CTR

MEDIA USED:

Quick Response New Mover Postcard plus Digital Boost

OUR APPROACH:

• Utilized Mspark’s New Quick Response Program to strategically target across New Mover stages in their serviceable area targeting ZIP+4.
  • New Mover Stages: New mover, pre-mover, pre-mover at list
• Frequency campaign mailed a personally addressed postcard to hit mailboxes within 2-3 days of being triggered.

National Telecom Company Acquires New Customers at 3.5x Lower CPA

PRINT + DIGITAL DISPLAY

Client Challenge

A national telecom company wanted to acquire new internet services customers using an integrated marketing approach.

Client success metric: Cost Per Acquisition (CPA) under $180

Our Approach

• Targeted Inserts + Addressable Geofencing (AGF) Digital Display Ads: Utilized the client’s list of 165,000 targeted households who had recently expressed interest in services and targeted them with print & digital ads.
• For the digital aspect of the campaign, we targeted relevant consumers who were actively in the marketplace for a new telecom provider based on their most recent, relevant keyword searches within the last 30 days.
• Campaign results were measured by monitoring daily ads served, website traffic, and conversions.

Telecom Provider Improves CPC by 25% with Personalized Print

Client Challenge

A regional telecom company was looking for an effective way to accelerate new customer acquisition while reducing cost per inquiry.

Client Success Metric: $55 Target Cost Per Call (CPC), Unique

Our Approach

• Impact Postcard: Personalized Impact Postcard targeting households in high-value geographies
• Variable messaging with aggressive intro offers for internet/cable/phone designed to drive engagement and acquisition

National Cable Provider Improves CPC by 142% with Personalized Print

Client Challenge

After years of successful shared mail campaigns utilizing Targeted Inserts, the print agency for a large national cable provider tasked Mspark with developing new ideas to drive topline sales, upsell current customers, and acquire new.​

Client Success Metric: CPC target $150

Our Approach

• Impact Postcard: Utilized Mspark’s premium print product
• Segmented current customers based on services and delivered personalized upsell offers to drive response
• Partnered with the agency to create custom targeting profiles to identify desired acquisition households in high-value markets

Major Wireless Provider Achieves 71% Growth & $2.51 CPA with Targeted Print

Client Challenge

A major wireless provider needed a cost-effective solution to increase store and website traffic.

Customer Success Metric: Cost Per Acquisition (CPA)

Our Approach

• Performed lifestyle analysis utilizing client-provided customer data and segmented customers by geography to receive targeted offers
• Identified key ZIP codes around consumer and store locations based on look-alike customers and propensity to purchase wireless services
• Wraps and Targeted Inserts: Increased mailing frequency to 11-13x, distributing over 100 million shared mail Wraps and Targeted Inserts
• Measured YOY customer growth