Digital Strategy Plan Example: Verizon Home Monitoring and Control

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Fostering Energy-Conscious Communities through Verizon Home Monitoring and Control Digital Marketing Pilot Program in Herndon, Virginia January through December 2012

Product of Workgroup #2 Presented to Gene DeLibero December 13, 2011

Fostering Energy-Conscious Communities Through Verizon’s Home Monitoring and Control

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Table of Contents
Executive Summary of Digital Marketing Platform Proposition ......................3 Overview of Verizon Home Monitoring and Control........................................5 Overview of Competitive Products ....................................................................7 A Look at Herndon, Virginia .............................................................................9 A Look at the Target Market within Herndon, Virginia ..................................11 Overview of the Digital Marketing Platform Proposition ...............................14 Details of Digital Marketing Platform Proposition..........................................15 Metrics .............................................................................................................20 Select Sources ..................................................................................................21 Appendix ..........................................................................................................22

Workgroup 2: Carrie Bean, Team Leader Joshua Aaron Michelle Chu Elsie Cunningham Carol Hopkins

Fostering Energy-Conscious Communities Through Verizon’s Home Monitoring and Control

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Executive Summary of the Digital Marketing Platform Proposition The energy-conscious factor will be the focus of the marketing efforts of the Verizon Home Monitoring and Control (HM+C) service in Herndon, Virginia. This service allows consumers to self-monitor their home environment at an affordable monthly price. This strategy document proposes a digital marketing platform which will be implemented throughout 2012. Verizon is already conducting business in Herndon with its FiOS product and the purpose of this document is to present a strategy that will further strengthen Verizon’s financial position through the HM+C offering. Verizon will market HM+C to homeowners and high-end apartment renters in the Herndon community using an integrated multi-channel approach. This proposition focuses on the digital strategy, while recognizing the impact of the traditional-channel strategy. Proposition We propose to build and create an interactive digital destination for customers who desire information about leading an energy-conscious lifestyle. We propose to create a connecting point for families and individuals to meet online and share common concerns about green issues and provide information that would allow families to connect and develop advocacy teams around green issues. We also provide inbound tools for consumers to place visual and written content about energy-conscious living. Based upon Verizon’s past results, the goals of this HM+C service offering are to: • ●

Penetrate Herndon households by 30%, or 2,460 households, from the combination of traditional and digital marketing (820 households from traditional; 1,640 from digital) Increase revenue by 30% among current FiOS customers by adding HM+C

We can garner further support from the market place through the addition of HM+C customers who will be encouraged to purchase the FiOS system for their homes. Achieving Verizon’s Goals The document proposes digital marketing within four channels: 1. National Verizon HM+C website (www.verizon.com/homemonitoring) 2. A microsite (www.verizon.com/homemonitoring/herndon) for the Herndon area to include: carbon footprint tool, video upload tools, green living log, forums, local events calendar, Verizon charitable giving info, local Verizon blog and individual blogs 3. Bluetooth marketing at local Herndon events and at the local Verizon store

Fostering Energy-Conscious Communities Through Verizon’s...
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