Multilevel Acquisition Campaign

Creative & Marketing Strategy

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Introducing the Smart Community

Optimum Lightpath empowers smart businesses – delivering the technology they need to transform the way they work – at the desk, in the classroom or hospital, in the community and on the trading floor.

Three key points:• Improve and simplify business processes by deploying smart business

communications that empower employees to do more for less.• Improve customer service by enabling on-demand decisions with the only

always-on, all-fiber Ethernet network for instant access to high-speed Internet, voice, data and video business communications.

• Control costs with the industry’s only predictable, flat-rate billing solution

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Layered Approach to Campaigns,Tactics, Messaging and CTA

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Messaging will be highly competitive, varying by market size and industry verticalEfficiencies will be gained by using less expensive tactics for “mass marketing” efforts

*Telecom spend estimate is based on GeoResults Data & Current Customer Data

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MASS MARKETFocus on Savings

Behavioral Banner Ads, Email, Postcards, TV

LOWER MID MARKETFocus on TCO and ROI w Vertical Cut

Email, Direct Mail

UPPER MID MARKETFocus on TCO and ROI w Vertical CutDimensional Mail, Sales Calls, Live Events

UP MARKETFocus on Consultation/ROI

VIP Concert, Dimensional Mail

Target Messaging

Mass MarketEmployee Size:

20-75

Lower Mid-Market

(By Vertical)Employee Size:

76-100

Upper Mid-Market

(By Vertical)Employee Size:

100-500

Up Market

(By Business)Employee Size:

500+

Better Pricing Better Pricing Lower TCO More Cost Control

Simple, Flat-rate billing

Simple, Flat-rate billing

Predictable Billing Predictable Billing

Faster, more reliable connections

Faster, more reliable connections

True network diversity from the phone company

True network diversity from the phone company

Customer Service Customer Service Consultative Approach

Consultative Approach

Create urgency with promotion

Create urgency with promotion

Create urgency with promotion

Create urgency with promotion

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Fall Promotion

Switch Now and Save up to $12,000

Three pre-packaged promotions to use as closing tools

Price – Credit, free router, free install

Product – Toll free, free router, free install

Comfort – 90 day guarantee, free router, free install

Available only to new customers

Offers expire 12/15

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Campaign Theme

66

WE’RE JUST A SMARTER WAY TO GO.

Mass/Down Market - Letter Kit

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Upper Market – Dimensional Direct Mail

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Emails

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Microsite

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Q1 Acquisition Objectives

Generate 350 qualified leads in the first 3 months Convert 20% to sales – 70 new logos (with large number closing within 45 days of lead generation)

Increase level of segmentation• Start with geography• Layer in vertical• Layer in business size/revenue potential• Add in product bundles

Shift Up-Market: Focus efforts on Strategic Accounts• Continue to build awareness among mid-market with inexpensive tactics• Use majority of budget to open conversation with larger enterprise audience

Deliver segmented, sniper-like messages that position OLP to displace or contain competitor messaging

Test new tactics to determine what drives the most efficient activity• Include Social Networking (blogging, articles, etc.) in Q1

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Q1 Acquisition Targets

Who: C-Level Execs, IT Managers, Telecom Decision Makers

Where: Companies with 30+ employees, broken out as follows:• 30-50• 50-100• 100+

How: Will continue using the layered approach to targeting. Key verticals we will be speaking to include:• Healthcare (not just hospitals, the entire ecosystem)• Government• Education• Financial Services• Business Services• Wholesale

© 2009 Cablevision Lightpath 1212

Q1 Acquisition Tactics

Direct Mail• Inexpensive DM for Lower Market• Upscale/ Dimensional DM for Up Market

Outbound Telemarketing

Email

Banner Ads

Radio

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Social Networking Elements• Blogs• User Groups

Sales Tools

Print

TV Commercial