SITUATION
VALOR Telecommunications, a business and residential telecom service provider, implemented a new service program designed to provide their clients high-end service at an affordable price. VALOR wanted to promote the VALOR Value Plus Plan utilizing newspaper and radio ads, and support that work by launching a direct mail campaign to target new and existing customers in the states of Texas, Oklahoma, and New Mexico.

STRATEGY
Consumer insight work led Proterra to believe that the key to promoting the new Value Plus Plan was to make consumers feel comfortable with the product. Proterra developed a “Smart Customer” campaign, positioning the plan as the right choice for value-minded customers. A comprehensive campaign included newspaper ads, direct mail, radio, POS/POP and the coordination of both general and Hispanic market media placements for newspaper and radio.

RESULTS
• As a direct result of the “Smart Customer” campaign, VALOR Telecom experienced a 10% response rate from interested customers.
• VALOR was also able to convert approximately 20,000 clients in the Texas, Oklahoma, and New Mexico markets to this new program.