Customer retention program that linked BellSouth licensed products with BellSouth services for the first time. Customers were given total control over their account and were offered product/service bundles as up-sell incentives.

Objective: enhance customer satisfaction, increase participation and retention; increase product sales, stabilize partnership

Market Segmentation: current and perspective BellSouth subscribers as identified through RFM analysis

Target Needs Analysis: service, product design, features, value adds

Campaign Strategy: Link licensed products with services, add value

Message: Innovative services and products from trusted Brand

Campaign Tactics: Broadcast, PR, CRM, POS, Direct Response, packaging

Executions: Print, radio, online, email, direct mail, coordinated consumer campaign

Scope Video