© 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region –...
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Transcript of © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region –...
![Page 1: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/1.jpg)
© 2013
South Area PR Summit
May 22, 2014
![Page 2: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/2.jpg)
© 2013
The TeamRepresenting South Central Region – AR, WTN, NMS:
• Mangan Holcomb Partners• Sharon Tallach Vogelpohl – President
![Page 3: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/3.jpg)
© 2013
The Assignment
Present an effective pitch that: • Is centered around a holiday• Involves a combination of:• Smartphones• Tablets• Connected devices• Apps
![Page 4: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/4.jpg)
© 2013
The Assignment
Other important considerations: • Relevant and easily executed across the South Area• Scalable based on geography and budgets• “Uniquely Southern” – taking advantage of our geography• Opens the door to new media opportunities• Unexpected – avoiding the clutter of traditional holidays• Strategically aligned with key business objectives
![Page 5: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/5.jpg)
© 2013
The Business Objectives
• Verizon’s South Central Region has prioritized:• Targeting “Low-Tech Mature” segment• Largest “Innovate” segment at 30% in SCR
• Encouraging basic-to-smartphone migration• Increasing tablet adoption/addition• Bolstering lifestyle accessory sales• Adding connections via More Everything plans• Taking advantage of untapped pre-pay opportunities
![Page 6: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/6.jpg)
© 2013
The Opportunity
• In 2014, the youngest of the Baby Boomers turn 50, representing 25% of U.S. population
• They are active and enjoy:• Hobbies• Friends • Travel• Family
• The U.S. Census Bureau reports average age of new grandmothers in U.S. is 50; new grandfathers, 54
![Page 7: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/7.jpg)
© 2013
The Big Idea
![Page 8: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/8.jpg)
© 2013
The Big Idea
![Page 9: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/9.jpg)
© 2013
The Pew Study
![Page 10: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/10.jpg)
© 2013
The Footprint
• Top 10 Places to Retire*• Nashville, Tenn.• Tuscon, Ariz.• Louisville, Ky.• San Antonio, Texas• Oklahoma City, Okla.• Memphis, Tenn.• Tampa, Fla.• Jacksonville, Fla.• El Paso, Texas• Miami, Fla. *According to AOL.com “Daily Finance”
![Page 11: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/11.jpg)
© 2013
The Footprint
![Page 12: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/12.jpg)
© 2013
The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Keeping in touch with grandchildren across town or
across the country…• Photos• Texts• Emails• Social Media
![Page 13: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/13.jpg)
© 2013
The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Featured Gift Ideas• Smartphones • Tablets• Lifestyle/hobby accessories• Relevant App ideas• Special features for vision and hearing impaired
• Messages about affordability• Add to family’s More Everything plan• Pre-pay options
![Page 14: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/14.jpg)
© 2013
The Pitch
• Storyline: Upgrade from a Greeting Card to a SIM Card• Media Targets• Morning/Noon Shows• Family Magazines• Gift Guides• Family/Tech/Style Sections of Mainstream Papers• Broadcast TV/Radio News and Talk on trend of how tech
is improving communication of grandparents and grandchildren• Mommy, Daddy (and, yes, Grandparent) Bloggers• Social Media Posts
![Page 15: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/15.jpg)
© 2013
The Pitch
• Media Events:• Wireless Workshops targeted at grandparents with their
grandchildren• Identify popular media personalities to “upgrade” their
communications or lifestyle with the help of their grandchild on-air
• On-air/social media contest for best “uniquely Southern” grandparent nickname to win Verizon device
![Page 16: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/16.jpg)
© 2013
But There’s More…
• This desirable demo has also created a proliferation of vertical media opportunities for direct, “ageless” pitches across the South Area…
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© 2013
Growing Verticals in South Area
![Page 18: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/18.jpg)
© 2013
But There’s More…
• Voracious newspaper readers… with many reading EVERY PAGE of the Sunday paper.
• Loyal television news viewers at multiple dayparts.
![Page 19: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/19.jpg)
© 2013
The “Ageless” Pitches
• Top Hobbies • Gardening
• Golf
![Page 20: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/20.jpg)
© 2013
The “Ageless” Pitches
• Boating/Fishing
• Antiquing
![Page 21: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/21.jpg)
© 2013
The “Ageless” Pitches
• Digital Photography
• Cooking
![Page 22: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/22.jpg)
© 2013
The “Ageless” Pitches
• Scrapbooking/Crafts
• Investments/Money Management
![Page 23: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/23.jpg)
© 2013
The “Ageless” Pitches
• Health and Wellness- Blood Pressure Monitor- Heart Monitor- PulseOximeter- FitBit- Rx reminder app, others
![Page 24: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/24.jpg)
© 2013
The “Ageless” Pitches
• Safety and Security
• Sure Response
• Smart Home Solutions
• Belkin Netcam
• Kevo Locks
![Page 25: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/25.jpg)
© 2013
The “Ageless” Pitches
• Keeping the mind sharp
• Vision and/or Hearing-Impaired Features/Apps
![Page 26: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/26.jpg)
© 2013
Even Grander Opportunities
• Regional/National Opportunities:
![Page 27: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/27.jpg)
© 2013
The Assignment
Present an effective pitch concept …Centered around a holiday Involves a combination of
SmartphonesTabletsConnected DevicesApps
![Page 28: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/28.jpg)
© 2013
And Beyond…
Scalable based on geography and budgetsRelevant and easily replicated in the South Area “Uniquely Southern” – taking advantage of our geographyUnexpected – avoiding the clutter of traditional holidaysStrategically aligned with key business objectives
![Page 29: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/29.jpg)
© 2013
And Beyond…
Targets large opportunity market on multiple frontsOpens the door to new media outlets/platforms and
“ageless” pitchesEducates seniors and their loved ones about how to stay
connected, safe, active and get MORE EVERYTHING out of life with Verizon!
![Page 30: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/30.jpg)
© 2013
The Care Package
![Page 31: © 2013 South Area PR Summit May 22, 2014. © 2013 The Team Representing South Central Region – AR, WTN, NMS: Mangan Holcomb Partners Sharon Tallach Vogelpohl.](https://reader038.fdocuments.net/reader038/viewer/2022110100/56649e105503460f94afae4a/html5/thumbnails/31.jpg)
© 2013
The Care Package