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Frontier1 East Launch

Frontier1 East Launch. Updated Proposal January 15, 2007. Frontier1 - Marketing Plan Summary. Promotion Program: Launch Program Timing: Middletown: Awareness – starting 2/11 (PR, print); Response – 2/15/07 (DM, Val-Paks)

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Frontier1 East Launch

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  1. Frontier1 East Launch Updated Proposal January 15, 2007

  2. Frontier1 - Marketing PlanSummary • Promotion Program: • Launch Program Timing: • Middletown: Awareness – starting 2/11 (PR, print); Response – 2/15/07 (DM, Val-Paks) • Initial pricing: National Plan (Digital Phone $39.99 or NY Unlimited $29.99); Frontier One $9.99 • Overarching Message: • Simplification: One number, one voice mailbox for both cell and home phone • Seamless transition between cell and home phone • “The 1 you love is only 1 call away”

  3. Frontier1 - Marketing PlanSummary • Tactics: Awareness and Call To Action • Awareness via PR, print, retail/POS • Response via Direct: • Targeted letters to existing regional package customers • Event Invitations distributed by Boys and Girls Club • Val-Paks • Bill inserts • On-line marketing • Expand Google keyword search • Frontier web referrals • Retail promotion (In store, One-package)

  4. Frontier1 - Marketing PlanSummary • Channels • Frontier Retail Offices (Middletown and Monroe) • Alternate Channels • Galleria Mall Kiosk • FCC tie in with Boys and Girls Club • Agent Referrals • 8 Cell providers in Galleria Mall (Launch) • Take The Lead • Web Sales • Call Center

  5. Frontier1 East PR Launch • The Frontier1 Middletown launch will incorporate many viral marketing elements. Our intent is create awareness without utilizing extensive mass media. • Weeklong Event Build Up-Frontier’s Number 1 Fan Appreciation. • Kick-off with Frontier1 “street teams.” • Kiosk and Retail activities coincide with “street teams” • Daily drawings with Frontier1 give-a-ways at the Kiosk/Mall location, leading to the contest on Sunday 2/18. • Daily winner to receive $50.00 mall gift certificate. • Proposed daily tie-in with radio station for additional promotion. • Boys and Girls Club (Frontier Community Connections Partner) donation tie-in. • All events lead to the contest to take place on February 18th

  6. Frontier1 East PR Launch • Contest Option 1: • Frontier1 One Chance Dash--The actual event would bring into the mall an inflatable slot machine or bank vault that would be filled with heart shaped coupons or dollar valued coupons. • The contest would be for the couples (wearing Frontier shirts) that have entered the contest “dash” into the inflatable for a predetermined amount of time. • Several categories of prizes will be awarded from Novelty Phones to a Spa getaway for 2, and a pair of Justin Timberlake concert tickets (Provided by WSPK).

  7. Frontier1 East PR Launch • Contest Option 2: • Frontier1 “Sing Like Justin Timberlake Karaoke Contest”. Contestants would have to enter the contest during the week. • WSPK will be a co-sponsor of the event and will provide radio personality to MC the event (supplying 2 of the 4 concert tickets and backstage passes). • Contest Option 3: • The Frontier “Know the One You’re With” contest . Much like the old television show, The Newlywed Game, would have couples, friends, brothers and sisters, parents and children battling each other to answer questions about how well they know the person they are with. • Several categories of prizes will be awarded from Novelty Phones to a Spa getaway for 2, and a pair of Justin Timberlake concert tickets (Provided by WSPK).

  8. Frontier1 PR Launch • Proposed Launch Spend • PR and Event Costs not to exceed $16,500 • Week-Long Radio and Newspaper Ads $10,000 • Event Collateral and Advertising Creative $8,200 • Daily $50 Prizes $350 • Grand Prize Value $500 - $1,500 • Total Estimate $36,500

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