>wholesale solutions>> >>>connect >>and create something SM BellSouth Interconnection Services Strategic Communications Support Helping You Succeed with

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Private/Proprietary: Not for Use or Disclosure Outside BellSouth Except Under Written Agreement

>wholesale solutions>>>>>connect >>and create somethingSM

BellSouth Interconnection Services

StrategicCommunicationsSupport

Helping You Succeed with Your

Communications Efforts

>Working With

MARCOM




>Goal: To Communicate Your Message

• Public Relations• Internal• External

• Events Marketing

• Advertising, Collateral, Direct Mail

• Web Marketing

• Presentation Support




>Sheri Rosamond Comprehensive Plan 404.927.7199

[Vacant] Communications Mgr. 404.xxx.xxxx

Karen LaBord Events Marketing 404.927.8688

David Cygan Advertising 404.529.2842

Mary Thompson Web Master 404.927.7553

Cassandra JacksonPresentation Coordinator 404.927.8055

Contacts




>Public Relations•External

• News to communicate in press

• Contact [new person] (Sheri for now)

• Work with Corporate PR support

• Expect to pay a fee

• Internal• Communication to internal groups

• Contact [new person] (Sheri for now)

• Work with Corporate internal PR group

• Examples:• Network award article• Ideas for finding revenue




>Event Marketing Team

Karen LaBord 404.927.8688Interactive Pager: klabord

Shemega Goodman 404.927.1380Interactive Pager: sgoodman1




>Event Marketing• Trade Shows

• CompTel

• CTIA

• ADP/ADM

• Telecom Business

• ALTS

• APCC

• TRA

• Supercomm

• YPPA




>Event Marketing• Events

• Sales Kickoffs

• Product Success Celebrations

• Customer Events

• Sponsorships

• Appreciation Luncheons

• Golf Tournaments

• Incentive Travel

• Meeting Planning

• Premiums




>Event Marketing• Process Flow

• Fill out Communications Plan• Route to Event Marketing Group

• Review Request• Present Options• Begin Planning Process

• Location• Catering• Collateral• Invitations• Signage• Premiums

• Establish regular conference calls with client to provide status




>Corporate Wholesale Advertising

• Overview: Responsible for the advertising functions of four business units:– Interconnection Services (ICS)– Operator Services (OS)– BellSouth Wholesale Long Distance (BSLD)– Wholesale DSL (BBS)

• Organization Chart:

David Cygan404-529-2842

Team LeadWholesale Adv.

Tania Surane404-927-3738

Senior Manager Wholesale DSL and

ICS Data

Shannon Simpson404-529-5385Adv. SpecialistICS Local and

Transport

Vacant

Senior ManagerOperator Services and

BSLD




>Corporate Wholesale AdvertisingAreas of Responsibility • Trade Advertising: development of prints ads. Additional

responsibilities include lead tracking and reporting. Development of bellybands, cover wraps, inserts.

• Web Advertising: development of banner ads; Work with ICS web team on development of web-bridge pages and tracking.

• Sales Collateral: develop sales sheets, product brochures, CD-Roms

• Trade Show/Events Support: development of trade show graphics/signage, presentations, direct mail

• Direct Mail: acquisition, retention

• Customer Communications: develop newsletter, better connections. Review/edit carrier notification letters.

• Customer Lists: manage updates to customer lists for newsletter distribution and direct mail

• Budgeting: manage all advertising expenses.




>Corporate Wholesale Advertising

Working with the Wholesale Advertising Team1. Initial planning meeting to discuss advertising

objectives and funding -- Contact Rosamond or Cygan

2. Development of Communications Direction document (see attachment), including budget

3. LPO issued and approved prior to beginning any work

4. Development of Creative Brief and Schedule 5. Creative development and production process

begins




>Process Flow -- Client Communication through Creative Brief

Start

Meeting with Corp. Wholesale Adv. to discuss Advertising

Objectives and Funding

Corp Wholesale Adv.presents

document(s) to client for approval

Not ApprovedCorp Wholesale Adv presents assignment to

Advertising Agency Approved

Adv. Agency creates/edits Creative Brief and Schedule

Corp Wholesale

Adv. reviews brief

Not ApprovedApproved

Not Approved

Adv. Agency begins creative

development/production process

Approved

ICSMarket Management

ICS and OSProduct Management

ICSSales Management

Internal ClientsCorp Wholesale Advertising provides estimate to Client based on scope of work

Letter Purchase Order (LPO) must be issued and signed prior to moving forward on project

EndCorp Wholesale

Adv. presents brief to client for approval

Corp Wholesale Advertising/Clients develops/edits Communication Direction and/or Marketing Program Summary document




> Direct Mail and Advertising TimelineDirect Mail and Advertising Timeline

Step # Action # Of Business Days

1 Discuss concept with ICS client 1

2 Complete creative briefs for:1) The agency (direct mail and advertisements) and 2) The media team (advertisements only). Step Includes discussion of completed briefs with internal client and agency / media team.

7

3 Obtain quotes from agency / media planner for scope of job 4

4 BLS client approves agency / media estimates for creative, print or media fees 2

5 Begin compilation of target data:Direct Mail: Obtain mailing listsAdvertisements: Media planner does research on trade pubs that hit specified target market (step includes BLS client approving trade pubs chosen)

8

6 Agency creates 3-5 initial concepts 8

7 BLS receives and reviews concepts with ICS client. Ad group shares feedback with agency.

5

8 Agency revises concepts for final BLS review 3

9 BLS advertising group approves final concepts and circulates comps to necessary persons (including market managers, director and legal)

6

10 BLS advertising submits final feedback to agency for finalization of Ad / Direct mail. 2

11 Agency makes final revisions. BLS ad group proofs one final time 2

12 Agency provides art to publication (advertisement) or printer (direct mail) 3

13 Print (direct mail) and fulfill 5

Total Days 56

Special Notes: Consider overlap in days for several steps, which may decrease the overall amount of time in which a project can be completed.Step #s 2 & 9 generally take the most time and often exceed the estimated time allotted to complete the steps.




>When to Contact the Web Team

• If you have information you need to add to the web site.

• If you see something that needs to be corrected.

• If you have any concerns.• Please call our web team.

Web Marketing




> Time Frames• Routine Web Updates

– “Official” turnaround times• 3 days for Carrier Notification Letters• 5 days for other documents

– But, usually we provide same day service

• New Web Sections – new product, service– Typically two months, depending on complexity of features

and content.– First step is Web Design Meeting

• You “know” your content and market• We provide design expertise and web development• Together we define design specifications and project

timeline

Web Marketing




>Who do you contact about our web site?

Call the Webmaster• Mary Thompson - 404-927-7553

The rest of the Web Team• Christopher Brown

Web Support Manager - 404-927-7512• Chris Greene

Contractor - 404-927-2058• Yvette Jackson

Contractor - 404-927-1993

Web Marketing




>We Have a New Site!

• In February 2001 we launched the new BellSouth Interconnection Services Web Site.

• The New Site Improvements– Easy, Consistent Navigation– Organized, Updated Information– Faster Download Speed– Search Engine Capability

Web Marketing




> Welcome to the BellSouth Interconnection Services

Home Page

• This is the BellSouth Interconnection Services Home Page.

• One of the biggest improvements to the site is the navigation bar at the top. This navigation bar is consistent throughout the whole site.

• You will never get lost.

www.interconnection.bellsouth.com

Web Marketing




> The Information is Organized

• Our Wholesale Markets are divided into Six Sections.

• All information pertaining to that specific market will be found when the link is selected.

Web Marketing




>Up-to-Date Information

• Before we redesigned the web site, we asked each product manager to send up-to-date information about their products. Most responded.

• Most of the information is current. We still have a way to go, but with your help we can make it happen.

Web Marketing




> The Search Engine Works

• In the year 2000 we had problems with our search engine.

• We’ve corrected the problems.

• Since we’ve inserted meta tags on each page, finding information on our site is a lot easier and quicker.

Web Marketing

Documents

>wholesale solutions>> >>>connect >>and create something SM BellSouth Interconnection Services Strategic Communications Support Helping You Succeed with