1

EXECUTIVE SUMMARY
Ten is greater than one. It is assumed that the typical DIRECTV (DTV) referral rate is only one
(College Echo Challenge FAQs, 2014). Based on the analysis of the strengths and weaknesses of the
campaign, we suggest significantly improving upon this strategy by promoting DTVs customers to refer
the maximum of ten friends per year. On top of the additional subscriptions from this approach, the
customer acquisition costs should decrease substantially due to the fact one customer should be referring
ten friends opposed to paying to reach ten customers that would merely be referring one.
The slogan to incorporate this idea is, SAVE the Most! Earn $1,000.00 when you refer friends!
Along with that improvement to the current slogan that simply mentions earning $100 for referring a
friend, we suggest the major selling idea of ten Benjamins (ten people with $100 bills) surrounding Rob
Lowe in the Brady Bunch squares with his $1,000.00 in total savings (see Cover Page). After
establishing that the primary target market for DTVs referral program are the value seekers whom
primarily consist of 55+ year olds (see Target Market Profile), we determined that modeling after the
classic Brady Bunch TV series would be the ideal approach to effectively reach the persona through
familiarity, attractiveness, and nostalgia.
We suggest launching the campaign with the promotion, SAVE the Most! competition. The
details should explain how the first customer to refer ten friends would earn an additional $1,000.00 off of
their bill, on top of the $1,000.00 they already earned (see Media Planning- Promotion). This should
incentivize the value seeker target market to refer even more friends, which should increase DTVs
subscriptions in a timely fashion. However, the main focus of the media mix should be direct mail since
70% of the referrals for DIRECTV are from that source (College Echo Challenge FAQs, 2014). There
should be an envelope mailed appearing as a $100 bill to intrigue the value seekers to open the mail with
ten punch-out inclusions
inside withTo:
the customers
account number. This should easily propel them
Presented
DIRECTV
towards sending
their refer-a-friend
cards to ten different people, which should increase upon the
Presented
By: Formidable

Three

success rate of direct mail. Integrating this promotion on a monthly basis

with an advertisement on the
customers billing statement should be an exceptional way to
increase subscribers towards the

proposed landing page:

DIRECTV.com/Refer.

Key Market Research Conclusions

Proposed Strategy Solution

Integration of marketing mediums to

introduce the extension of the refer-a-friend
program to the target market. The company
should focus on the referrer instead of the
referee because they will have more
customer
loyalty
and
satisfaction.
(ODonnell, 2013)

Use of emails, monthly bill, advertisements,

personalized direct mail pieces, Facebook
posts, Twitter and Instagram posts. As well
as offering a contest to see who becomes
the first DIRECTV customer to refer 10
friends and will receive up to $2,000.00 off
of their yearly bill by connecting the Brady
Bunch themed logo with the Save the
most! Earn $1,000.00 when you refer
friends! Slogan

The influence of the extra money that could

be saved by the value seekers will
encourage engagement in the program
(American Lifestyles 2013: Five Years Later).

Promotion of the $1,000.00 savings requires

value seekers to have a total of 10 friends
to join DIRECTV. In order to benefit from the
savings, the current customers customer ID
number should be integrated on the direct
mail cards and within emails, Facebook
posts, Instagram and Twitter posts to share
with friends easily

General increase in the target markets

usage will increase the amount of people
who are referring their friends and who will
try out the service. Target market assumes
the appeal of saving more money for them
and their friends. (ODonnell, 2013)

DIRECTVs program to refer your friends

should emphasize the large extent of friends
that a customer is able to refer. This will
appeal to the fact that they will be able to
save up to a total of $1,000.00 per year on
their bill if they reach the maximum amount
of 10 friends, in a 12 month period

STRATEGIC SUMMARY CHART

MARKETING STRATEGY
Referral Program Competitive Analysis

Campaign Goal
The DIRECTV refer-a-friend program is beneficial to the referrers customers lifetime value.
Due to the increased number of subscriptions that are driven through referrals, DTV referral customers
average $300 better than non-referral customers; allowing for improved customer satisfaction and brand
loyalty (Marketing ECHO FAQ page). To increase the growth, DTV offers $100 in bill credit for the
referral customer and $100 bill credits for the referred friend, along with seasonal promotional incentives.
Limitations for the referral customer are a maximum of 10 referred friends in a given 12 month period.

The goal of the campaign should be aimed at increasing the number of first time customers who refer
others and customers who have previously referred before. This approach is delivered to maximize the
reach towards the primary target market, the value seekers. As a result of the increased awareness of the
refer-a-friend program through the proposed integrated marketing communications, the DIRECTV
subscriptions should increase due to the fact that more customers will visit the referral webpage.
MARKET SEGMENTATION AND TARGET MARKET PROFILE
1.

Value Seekers

(Primary Target Market)

This segment typically includes 55+ year old Caucasians who love to search for and brag about utilizing
the best deals (American Lifestyles 2013: Five Years Later). The segment can include all income levels
where the motivation to save outweighs the desire to splurge. The total number of value seekers is
12,000,000 of the total 20,000,000 existing DTV customers (American Lifestyles 2013: Five Years Later).
(see Appendix A for images of the persona).
Main Benefits
- Will recommend the referral program to their peers that are also value seekers
- Has the time and desire from less busy schedule to participate in referral program
- Will get a thrill out of the money-saving deal and avidly utilize the program multiple times
_____________________________________________________________________________________
2. Affiliate Marketers
(Secondary Target Market)
This segment includes an average age of 36 whom actively participate in other referral programs. It is
slightly more female dominated segment and they typically participate in trials and use coupons. This
segment tends to be around the $20,000 household income range, which is skewed because of the amount
of college students in it.
Main Benefits
- They get paid for referring sales or customers to another business (Affilorama- Simon Slade, 1985)
- They have a desire to help others and therefore they seek market information
- Pass on information because they find it intrinsically satisfying (Bloch,1986)
- Individuals feel its their duty to become knowledgeable consumers (Kassarjian,1981)
_____________________________________________________________________________________
3.
New Customers
(Secondary Target Market)
This segment includes new customers who have just come on to the DTV platform that are between the
ages of 18-34 (Pay TV-2013). They are not accustomed to paying for TV and TV subscriptions altogether.
They are typically white households with children under 18 that have income less than $75,000
(American Lifestyles 2013: Five Years Later).
Main Benefits
- Potential conversion of converting a new subscriber to a brand loyal customer
- May refer friends based on satisfaction of new experience and services
- They want their children to feel accommodated while keeping the basic viewing experience
_____________________________________________________________________________________

4. Satisfied Customers
(Secondary Target Market)
This segment is typically age 50 and over with a family. Wants to feel valued (Neel, 2009) and stray away
from change. They prioritize the best picture quality over the cost of the service (ACSI, 2014).
Main Benefits
- Inclined to spread the word about their positive experience with DTV
- Are knowledgeable of the services provided as a brand loyal and repeat customer
- Want to reciprocate satisfaction of the service by rewarding DTV with another customer
IMC OBJECTIVES
To help identify the objectives for the project, the Hierarchy of Effects (Learning Model) is used. The
Marketing EDGE Challenge guidelines stated that awareness of the referral program is high with the
majority of customers knowing about the program and the benefits. With this in mind, the integrated
marketing communication campaigns objectives are as follows:
1. To help 11,400,000 of all current DIRECTV value seekers, by January 14 th of the campaigns
launch, to become aware of the benefits of the DTV refer-a-friend program.
2. To help 9,600,000 of all current DIRECTV value seekers, by January 21 st of the campaigns
launch, to know that the refer-a-friend program provides a financial advantage for saving money
on future bills.
3. To help 7,800,000 of all current DIRECTV value seekers, by February 1 st of the campaigns
launch, to enjoy sharing the excitement and fulfillment of saving up to $1,000.00.
4. To help 4,800,000 of all current DIRECTV value seekers, by February 14 th of the campaigns
launch, to prefer boasting about saving up to $1,000.00 by referring friends.
5. To help 3,000,000 of all current DIRECTV value seekers, by March 1 st of the campaigns launch,
to realize the need and desire of referring friends in order to ensure continual savings.
6. To help 1,200,000 of all current DIRECTV value seekers, by April 1 st of the campaigns launch,
to strive towards referring ten total friends.
CREATIVE STRATEGY
The major selling idea is to show how DIRECTV can save its customers up to $1,000.00 per year
through their referral program. The companys original slogan of Save an extra $100 when you are
referred by a friend, should be changed to SAVE the Most! Earn $1,000.00 when you refer friends! to
ensure that DTVs value seeking target market is aware of the total amount of money they can save. With
this simple improvement, DIRECTV should focus their promotion towards the referrer instead of the
referee. Due to the fact that the buying centers persona gets excited when they find the best deals

(ODonnell, 2013), the persona should be eager to continue referring friends in order to maximize the
savings on their bill. Furthermore, with the tactic of one person referring multiple friends, instead of
DTVs current plan that averages only one referral per customer (College ECHO Challenge FAQs, 2014),
DTVs goal of increasing subscriptions through the referral program should show significantly improved
results. Also, the one-sided message positions this referral program as the one that can save the customer
the most money in comparison to its competitors referral savings that ranges from $0 - $500 (see
Competitive Analysis). The slogan also brings a call to action for the spirited value seekers whom will be
determined to try and continually save more than their friends that they refer to the program (ODonnell,
2013). This premise is further enhanced and explained below (see Media Plan- Promotion).
Since the target market has been identified as a 55+ year old Caucasian, the overall theme to most
effectively reach the specified persona should show ten different friends in the Brady Bunch squares
(see Appendix B with major selling idea), to gain your audiences attention with familiarity, attractiveness
and nostalgia. To appeal to their emotionally and financially sound rationales, each of the friends should
cheerfully be encompassed with the $100 bill they earned from being referred. The key aspect of the
imagery should be DIRECTVs celebrity spokesperson, Rob Lowe, who should be showered in ten $100
bills in the center of the advertisement. This will exemplify the amount of money that a value seeker can
earn from referring his ten friends (Ben, Benji, Bentice, Benjamin, Beniqua, Bennoi, Beno, Benny,
Benedict, and Bentastic) around him in the photos. Taking advantage of the current television campaign
with the successful Rob Lowe (see Appendix M with On-Air Script) as the protagonist is suggested
since he is currently the most recognizable figure associated with DTV, and is very likable as calculated
from his high q-score with your target market (Moynihan, 2004).

MEDIA PLANNING
Print/ Direct Mail
The main focus of the media mix should be direct mail since 70% of the referrals for DIRECTV
are from that source (College Echo Challenge FAQs, 2014). A recent study has shown that your target
market that consists of older Americans prefer paper-based media 70% of the time over digital media
since they would rather read off of a paper than a screen (Rice, 2014). With that being said, there are two
different ways in which we should reach the value seekers through direct mail and print advertising. The
first should be through the existing customer communications with the monthly bill that every current
subscriber opens. A weakness that was made apparent when our group viewed the current billing
statements was the absence of any advertising towards the refer-a-friend program. By bringing awareness
to the program with a promotion underneath the billing statement (see Appendix C with Account Bill
Advertisement) DIRECTVs value seekers should immediately be intrigued at the idea of saving money
on their current bill (ODonnell, 2013). The picture should gain the personas attention with our suggested
slogan, SAVE the Most! Earn $1,000.00 when you refer friends! The rest of the aforementioned major
selling idea should be included on the bill as well. There should be the link to the referral programs
suggested landing page: DIRECTV.com/Refer at the bottom of the ad to promote ongoing engagement in
order to bring the customers through the consideration and decisional stages of the process. Lastly, since
the billing statement is required to be sent out on a monthly basis, the ad printing costs are minimal,
allowing this portion of the media plan to be the one aspect that is distributed throughout three months of
the campaign.
The direct mail piece suggested during the proposed campaign should encompass improving the
current MARCOM from September 2014 (see Appendix D with Direct Mail Advertisement). The left of
the card should consist of the major selling idea (see Appendix A). As for the right side of the
advertisement, the customers account number should be included in the punch-out card since over 50%

of consumers read their direct mail when it is personalized (Dopp, 2012). Instead of the current cut-out
feature without the customers account number, the punch-out feature with the nine digits is
recommended to be a more effective way for the customer to take immediate action since it does not
require the extra steps of searching for account information or using scissors. Visually, this refer-a-friend
card should be shaped and colored like a $100 bill with Rob Lowes face in the middle to allow the value
seekers to make a more vivid connection with the integrated marketing plan and the savings. The other
aspect that should be improved upon is including ten total cards (each with a differently named
Benjamin) to incite the audience to refer ten friends and save $1,000.00 instead of merely one referral
for $100. We calculated that the extra paper for the content would add about $0.10 per mailing piece for a
total third bulk-mailing rate of $0.50. Due to the costly expense, we suggest utilizing lead generation
tactics by assigning points to the top prospects for the referral program that have previously referred and
indicated interest through the several different proposed integrated pieces of communication in the first
month of the campaign. With this concentrated approach and significant improvement to the effectiveness
of the inclusions, we have assumed that the current .35% conversion rate for direct mail (College ECHO
Challenge FAQs, 2014) will increase to .45%. As for the envelope, it should appear as a bank envelope
with the DIRECTV logo in the top right corner because 55% of people open their direct mail when it is
from a known company (Dopp, 2012). The money envelope should say, Caution: This envelope
contains up to $1,000.00 in total savings! to encourage the value seekers to open up the mail without
considering it as junk. We suggest shipping this media with a burst approach during the second month of
the campaign after the top 1,000,000 value seeking leads have accurately been generated. We suggest
targeting these prospects during the middle of the billing period to supplement the previously mentioned
print advertisement on the billing statement.
Promotion
In order to incentivize DIRECTVs value seekers to refer ten friends, it is suggested to create the
SAVE the Most! competition at the beginning of the campaigns calendar year to integrate the major
10

selling idea. The rules should explain that the first person to refer ten friends this year would receive an
additional $1,000.00 in credit on top of the $1,000.00 they already earned off of their bill! Since it is
predicted that the target market will be heavily motivated to participate (ODonnell, 2013), the
competition should last until the first ten runner-ups in the competition refer ten friends and earn
themselves an additional $100 in credit towards their DTV bill. The minimal cost required for this
engaging activity should have a high return on investment by encouraging the value seekers to refer ten
friends as quickly as possible in order to save a total of $2,000.00 off their DIRECTV bill. Since DTVs
target market loves to brag to their friends about finding the best deals (ODonnell, 2013) this promotion
should be an easy way to empower the consumers to do the marketing for you (Pickering, 2011).
E-mail
The proposed digital mail plan should begin on the first day of the month when the billing
statement is sent through the mail to integrate with the abovementioned print advertisement to bring
awareness to the value seekers that they can save money on their bill. Sending an awareness e-mail to the
current DIRECTV customers to inform them of the refer-a-friend program with the slogan SAVE the
Most! Earn $1,000.00 when you refer friends! as the subject line, should intrigue the value seekers to
open it since it is simple, honest, and compelling (SalesFUSION, 2013). The advertisement of Rob Lowe
and the Brady Bunch squares should be included as the main body image of the e-mail with the call to
action underneath it including the big SAVE Here button link to the refer-a-friend website (see
Appendix F with Awareness E-mail). The two other e-mails that should be sent are trigger campaigns
since they are the most effective way to lift conversion and increase revenues by making customers feel
noticed and valued (Abbott, 2014). The first trigger e-mail should use behavioral targeting by sending the
message to every consumer that clicks onto the referral programs website from the awareness e-mail to
nurture them through the consideration and decisional stages of the process with more details to excite
them about the campaign and the contest (see Appendix G with Trigger E-mail: Consumer Clicks). A
Thank-You for Referring! e-mail should be the other piece of content that is automatically generated

11

(see Appendix H with Thank-You E-mail) when a subscriber refers since according to a Remarkety study,
sending a thank-you email increases repeat purchase conversion rates by 10.34% (Men, 2014). This
strategy would perfectly incorporate the major selling idea of customers referring multiple friends.
Website
The key aspect on the DTV homepage that needs to be integrated is reference to the refer-a-friend
program. During the campaign it is suggested that the SAVE the Most! Earn $1,000.00 when you refer
friends! slogan is on the top fold of the home page with the proposed major selling idea as the touch
point to lead to DIRECTVs referral landing page (see Appendix I with Website). As for the landing page,
it is advised to improve the top fold by posting the aforementioned direct mail piece content (Appendix
D) to stay consistent with the marketing strategy and appeal to the other 30% of value seekers that prefer
utilizing digital media (Rice, 2014). Below the fold of the refer-a-friend landing page should include
information pertaining to the SAVE the Most competition. It is also suggested to condense the current
URL from www.directv.com/DTVAPP/referral/referralProgram.jspto DIRECTV.com/Refer to generate a
simpler and more memorable call to action for the subscriber.
On- Air Spots
By referring to the proposed script (Appendix M) and clip at https://www.youtube.com/watch?
v=xVSJfjdUZ9g, the premise of the television advertising is illustrated besides the difference that it is
suggested to use older actors to appeal to the target market. Continuing with the success of Rob Lowes
current commercials (he should take the role of the lead actor) with DIRECTV, it is suggested to air this
30-second commercial for the minimal cost of $1000 (College ECHO Challenge FAQs, 2014) throughout
live television events to assure that the advertisement is not fast-forwarded on the customers digital video
recorder (DVR). Since nearly 90% of people watching time shifted shows fast-forward through their ads
(Plunkett, 2010), airing this humorous skit during live events should significantly increase the
commercials reach potential. With that being said, taking advantage of on-air spots in DIRECTVs
12

campaign budget should provide a high return on the initial investment since more than half of the
respondents to Plunketts survey stated that television was the most memorable means of advertising.
Although YouTube is a less costly channel to advertise through, your target market of 55+ year olds only
account for 3% of the websites views (Demographics Report, 2014), making the channel a less effective
medium of communication in comparison to television. Since the only significant cost in the proposal is
the direct mail marketing, it is suggested to use a burst advertising campaign during the first month to
bring awareness to the refer-a-friend program while Rob Lowes commercials are still being aired
regularly. This commercial that incorporates the suggested major selling idea towards the persona while
clearly integrating with DTVs current commercials should also be posted on the websites referral page
and Facebook page and YouTube channel to provide the viewers with more opportunities to laugh at the
notable 30-second clip after responding to the advertisements call to action.
Social Media
In regards to the Facebook page, DIRECTV has nearly 4.5 million likes, which makes it an
optimal channel to integrate the campaigns marketing communications. Through diligent research, we
established that 46% of your targeted demographic uses Facebook on a regular basis (Garibian, 2013).
Therefore, by making one post every Sunday night promoting the refer-a-friend program, the campaign
can have the potential to reach the most customers without bombarding their news feeds (Haden, 2014).
These weekly posts that should include the proposed major selling idea and commercial should have a
call to action button to bring customers to the refer-a-friend tab on DTVs Facebook page. Our
suggestions for that landing page are to change the cover photo to the major selling idea. Furthermore,
incorporating the Save the Most! competition by encouraging contestants to like the posts should
promote ongoing engagement and bring more awareness to the refer-a-friend program to their network of
friends (see Appendix J for Facebook Page and Post).

13

With 16% of DIRECTVs target market using Twitter (Social Networking Fact Sheet, 2014), it is
suggested to coordinate the aforementioned weekly Sunday Facebook posts with Sponsored Tweets that
should appear at the top of Twitter users news feeds. The tweet should include the proposed slogan,
SAVE the most! Earn $1,000.00 when you refer friends! To encourage ongoing engagement with the
target market, there should be a #SaveTheMost link to DTVs refer-a-friend landing page at the end of
the tweet (see Appendix K with Tweet). While Twitter is textually conveying the message, Instagram
should post the picture of the major selling idea (see Appendix L with Instagram) to visually reach the
minority of the target market that is active on that source of social media. Lastly, according to Marketing
Profs, 48% of Facebook users and 37% of Twitter users follow brands on social media to keep up to date
on the companys sweepstakes and promotions (Garibian, 2013). This data marks these social media
channels as a premier venue for bringing awareness to the SAVE the Most competition which should in
turn increase traffic to the refer-a-friend website and expand DTVs customer referrals and subscriptions.
Existing Customer Communications
Besides the abovementioned improvement to the existing bills that customers receive, it would be
beneficial to improve the phone support of DIRECTVs main customer service number (see Appendix N
with Customer Phone Call Script). Advertising the main selling idea instead of playing hold music can
easily accomplish this task. When the automated speaker gives the caller the options to check your
account balance, they should also provide the option to Refer-a-friend, to increase subscribers to the
program. Once directed to the referral automation on the phone, the customer should have the options to
either: 1. Enter their friends account number, or 2. Text their account number to their friends in order
to promote more referrals for your demographic that does not utilize the Internet. The other from of
existing customer communications that should incorporate the refer-a-friend program is the installation
experience since it is a prime opportunity to have a direct one-on-one conversation with the consumer
(see Appendix M with Installer Script). By training DTVs installers to speak about the proposed

14

integrated communication strategies to the customers when they are most excited about their new satellite
television provider, the value seekers should be eager to begin to SAVE the Most!
Integration Map
The integration map is designed to have as many touch-points as possible refer back to the
DIRECTV refer-a-friend webpage. The goal of the integration between the different channels of
marketing is aimed to take advantage of the high awareness of the refer-a-friend program, by motivating
the value seekers to take action and increase DTVs subscriptions (refer to IMC Objectives for further
details). Due to the large amount of touch-points (varying from direct mail to social media to an on-air
spot) the chances of reaching the value seekers is for certain.
Media Planning Timeline
The overall campaign should last for three months. This was determined to allow for appropriate
allocation of the $1,000,000 budget among the promotional channels in order to achieve your objectives
efficiently and effectively. The campaign should reach your target market for the non-budget constraining
expenditures such as the website, Facebook page, and billing statement for all three months of the
campaign, according to the Collegiate ECHO Marketing Challenge official rule booklet. Dispersion of the
media tools should range from the beginning to middle of every month to only happen once in the three
months (see Appendix O).
Budging and Forecast
Please, refer to Appendix P for the Budget and Appendix Q for the Forecast.

15

REFERENCES
Abbott, R. (2014,). A Sure Fire Way To Lift Conversion and Increase Revenue. Retrieved from
https://www.act-on.com/products/platform/email-marketing/trigger-email-campaigns/.
ACSITelecommunicationsandInformationReport2014.(2014).Retrievedfrom
http://www.theacsi.org/newsandresources/customersatisfactionreports/reports2014/acsi
telecommunicationsandinformationreport2014
Collegiate ECHO Challenge Detailed Challenge Summary. (2014). Retrieved from
http://www.marketingedge.org/marketing-programs/collegiate-echo-2014-2015
Collegiate ECHO Challenge FAQs. (2014). Retrieved from http://www.marketingedge.org/marketingprograms/collegiate-echo-2014-2015/faqs
Collegiate ECHO Marketing Challenge Official Rules 2014-2015. (2014) Retrieved from
http://www.marketingedge.org/official-rules/collegiate-echo-2014-2015
Demographics report. (2014). Retrieved from https://support.google.com/youtube/answer/1715072?
hl=en.
Dopp, L. (Ed.). (2012, October 10). Marketers Overestimate The Power of Digital. Retrieved from
http://printinthemix.com/Fastfacts/Show/616.
Garibian, L. (2013, March 18). Digital Influence: Blogs Beat Social Networks for Driving Purchases.
Retrieved from http://www.marketingprofs.com/charts/2013/10336/digital-influence-blogs-beatsocial-networks-for-driving-purchases?adref=nl031813
GET REFERRED, SAVE $50. (2014). Retrieved from
http://www.dish.com/customerserv/referral/friendsandfamily/
Haden, J. (2014). 6 Tips for a Perfectly Timed Facebook Post. Retrieved from http://www.inc.com/jeffhaden/6-tips-for-a-perfectly-timed-facebook-post.html
Instagram. (n.d.). Retrieved November 20, 2014, from http://instagram.com/about/faq/
Katkin, Z. (n.d.). What Does a Website Cost? Clear Pricing Breakdown. Retrieved November 20, 2014,
from http://www.atilus.com/what-does-a-website-cost-web-site-development-costs/
Kusinitz, Sam. The History of Our Social Media Obsession [Infographic]. (n.d.). Retrieved November 20,
2014, from http://blog.hubspot.com/marketing/social-media-stats-infographic
Make a great deal greater with XFINITY Refer-A-Friend. (2014). Retrieved from
http://referafriend.comcast.com/FAQ
Men, A. (2014, April 10). 5 Tips on How to Use "Thank You" Emails to Increase Your Sales. Retrieved
from http://www.remarkety.com/blog/entry/5-tips-on-how-to-use-thank-you-emails-to-increaseyour-sales.
Menu. (n.d.). Retrieved November 20, 2014, from http://www.contentfac.com/how-much-does-socialmedia-marketing-cost/
Moynihan, R. (2004, November 30). The Intangible Magic of Celebrity Marketing. Retrieved from
http://www.plosmedicine.org/article/info%3Adoi%2F10.1371%2Fjournal.pmed.0010042
Neale-May. (2014). Direct Marketing Facts and Statistics. Retrieved from
http://www.cmocouncil.org/europe/direct-marketing.php?view=all#.
Neel, K.C. (2009). Putting the Customer First. Multichannel News. 30(32). 24.
ODonnell, F. (2013). American Lifestyles 2013: Five Years Later. Retrieved from
http://academic.mintel.com/display/637614/.
ODonnell, F. (2013). Pay TV- 2013. Retrieved from http://academic.mintel.com/display/682946/
Pickering,B.(2011,July21).4ReasonsWhyContestsShouldBePartofYourMarketingStrategy.
Retrievedfromhttp://mashable.com/2011/07/21/contestmarketing/
Plunkett, J. (2010, August). TV Advertising Skipped By 86% of Viewers. Retrieved from
http://www.theguardian.com/media/2010/aug/24/tv-advertising
Rice, B. (2014). Classic and Traditional Marketing Strategies You Shouldn't Miss. Retrieved from
http://www.business2community.com/marketing/3-classic-and-traditional-marketing-strategiesyou-shouldnt-miss-0303109.
16

SalesFUSION .(August 2013). B2B Email Marketing Webinar retrieved from

https://www.youtube.com/watch?v=lh3pOY8CkHc.
Social Networking Fact Sheet. (2014). Retrieved November from http://www.pewinternet.org/factsheets/social-networking-fact-sheet/.
The Big Deal. (2014). Retrieved from http://www.directv.com/
Watch TV shows & movies anytime, anywhere.Plans from $7.99 a month. (2014). Retrieve from
https://www.netflix.com/nmhome?locale=en-US
View Bill Sample - DIRECTV. (n.d.). Retrieved November 17, 2014, from
http://www.directv.com/DTVAPP/global/contentPageNR.jsp?assetId=P5630012
(2014). Save an Extra $100 when you Refer A Friend. Retrieved from
http://www.directv.com/DTVAPP/referral/referralProgram.jsp.

17

Appendix A: Target Market Profile Depiction

This is Steve, the value seeker that is looking for ways to save money on his bill and spreading the word
to his peers through different means of communication:

18

Appendix (B): Major Selling Idea

Appendix (C): Account Bill Advertisement

19

Appendix (D): Direct Mail Advertisement

FRONT
:

20

Push it to 1of your Friendsto earn up to 10

Benjamins towards$1000.00in total Savings!

BACK:

Appendix (E) : Direct Mail Envelope

Appendix (E): Direct Mail Envelope

21

FRONT
:

ADDRESS
LABEL

ADDRESS
LABEL

BACK:

Appendix (F) : Awareness Email

22

Appendix (G): Trigger Email

23

Appendix (H): Trigger Email: Thank-you email

24

Appendix (I): Website

25

Appendix (H): Facebook Post and Page

Appendix (J): Facebook Post and Page
26

Appendix (K): Tweet

Appendix (L) Instagram

27

Appendix (M) : On- Air Script for Consumer Facing Acquisition Spot
That used to be me, friendless and without affordable television.
28

(Successful Rob Low points to Friendless Rob Lowe all by himself staring at the blank wall in a small
apartment).
And now, Im Successful Rob Lowe, and here are my 10 Benjamins!
(He shows 10 $100 bills)
(Camera shows Ben, Benji, Bentice, Benjamin, Beniqua, Bennoi, Beno, Benny, Benedict, Bentastic)
With DIRECTV I was able to save $100 every time I referred my ten friends for $1,000.00 in total
savings.
(Successful Rob Lowe says confidently with a smile)
And we all earned $100 when we were referred!
(All of the Benjamins say in unison)
With my $1,000.00 I was able to afford this luxurious massage and heated recliner!
(Rob Lowe says while the massage chair is vibrating)
And we were all able to afford overly expensive house warming gifts for Rob Lowes TV Room
(Each Benjamin is holding a different $100 gift)
And Im still friendless and staring at a wall
(Friendless Rob Lowe says in a sad voice while he is all alone in the small apartment)
Dont be friendless and staring at a wall. SAVE the Most! Earn $1,000.00 when you refer friends!
(Subtitle caption says: Visit DIRECTV.com/Refer & like us on Facebook for more details)

Appendix (N): Customer Phone Call Script

29

When the automated speaker gives the caller the options to check your account balance, they should
also provide the option to Refer-a-friend, to increase subscribers to the program. Once directed to the
referral automation on the phone, the customer should have the options to either: 1. Enter their friends
account number, or 2. Text their account number to their friends

Appendix (M): Installer Script

Your DIRECTV experience is now fully set up for your viewing enjoyment. Before I leave I would like
to let you know about our refer-a-friend program that provides you with the opportunity to save up to
$1,000.00. For every friend you refer, both of you will earn $100 in credit off of your bills for up to 10
friends per year! We also have the SAVE the Most! competition where you can win an additional
$1,000.00 off of your bill that you can find out more details about by liking DIRECTV on Facebook and
visiting DIRECTV.com/Refer!

Appendix (O): Integration Map

30

Appendix (O): Media Planning Timeline

31

January

February

March

Appendix (P): Budget

32

Direct Mail
Website
$2,000.00

Facebook

$1,000.00

Twitter

$210,000.00
$207,000.00

Instagram

$500,000.00

On-Air Spot

$12,000.00
$24,000.00 $30,000.00

E-mail

$14,000.00

AccountBill Statement
Existing Customer
Communications
SAVE the Most! Promotion
Outside Agency Costs

Channel of Communication
Direct Mail
Website
Facebook
Twitter
Instagram
On-Air Spot
E-mail
Account Bill Statement
Existing Customer
Communications
SAVE the Most! Promotion
Outside Agency Costs

Expense of
Medium
$
0.50
$
14,000.00
$
2,500.00
$
2,000.00
$
1,000.00
$
1,000.00
$
0.007
$
$
$
2,000.00
$
1,000.00

# of Times
Used
1,000,000
1
12
12
12
207
30,000,000
240,000,000
100,000
1
1

Total Expense for

Campaign
$
500,000.00
$
14,000.00
$
30,000.00
$
24,000.00
$
12,000.00
$
207,000.00
$
210,000.00
$
$
$
2,000.00
$
1,000.00

33

Total Expenses

$
1,000,000.00

Appendix (Q)Forecast and ROI

34

35