Overview of Skills and Experience:
Examples of Cable TV marketing
.........Media Campaigns
.........Cricket PPV Event
.........Spice & SJ Beer Festival Event
.........PPV Nevers Campaign Test
.........Spice Free Preview Analysis
.........Tyson Holyfield Direct Mailer
.........PPV Private Sales Letter

General Marketing Skills and Experience
· Developing and launching new products
· Creating strategic marketing plans
· Writing and refining high powered marketing messages
· Managing broadcast TV, radio, newsprint & outdoor media buys
· Web page and website development and implementation
· Conducting focus groups and advisory councils
· Creating and managing targeted direct mailings and mass communications
· Advertising and agency management
· Promotions and special event development
· Partnership management
· Improving analytics & results evaluations

Specific Cable TV Marketing Skills and Experience
· Planning and managing marketing campaigns and promotions
· Partnering with merchants and retailers to create retail tie-ins and added values
· Creating branding and marketing strategies with designers and agencies
· Developing promotional events with programming networks
· Data mining, list buying & management
· Utilizing Cohorts, Claritas and Microvision profiling and segmentation tools
· Implementing tactics such as bill stuffers, print guide ads, scrolling TV Guide ads
· Designing and implementing telemarketing campaigns
· Managing cross channel selection, tagging, scheduling
· Testing and tracking marketing tactics, messages and offers
· Conducting CSR Sales promotions events

Creative Abilities
· Conceiving of campaign creative and design
· Strengthening messaging, positioning and value propositions
· TV spot scripting, storyboarding and production
· Creating, designing and executing successful special events
· Writing scripts for telemarketing campaigns
· Website conception, development & implementation
· Writing :10 and :30 radio spot scripts
· Creating designs for direct mail, guide wraps and print ads
· Collateral, fact sheet and sales tool development
· Writing tags for cross channel spots
· Developing press releases

*** For a comprehensive overview of fundamentals, issues and challenges facing the industry, see Cable TV Marketing

Planning and Managing Media Campaigns:
AT&T Broadband West Division - The plans ranged from Division wide acquisition campaigns and Digital Cable free previews to launching new Cable TV networks including TV Land, the Gold Channel and Canales n. Campaigns vary in length and tactic but involve broadcast TV, radio, print and outdoor. Listed are six campaigns spanning the first 6 months of 1999. The total booking value is $764,217. See more detailed information here: Media Campaigns

Cost Effective Promotions:
Cricket PPV Event - With one of the largest PPV markets in the US combined with a huge following of Cricket fans living in the area, there was a huge revenue opportunity for us to carry the 24 game Cricket World Cup event. The plan was to direct and collaboratively manage the effort across several groups while effectively promoting and marketing the event so it was successful. The total cost for the event was roughly $1,600 and it produced over 2,800 buys and $74,000 in windfall revenues. The event was featured in Cablevision Magazine, 3/25/96. See more detailed information here: Cricket PPV Event

Adult PPV Promotion - Partnering with Spice Networks, I planned and managed a weekend long event where AT&T Broadband (formerly TCI) showcased Adult Pay-Per-View products in a tasteful, tactful manner to captive audiences. The plan included the appearances of two feature adult stars on the areas most popular morning radio show as well as free 8x10 glossy autograph signings at the San Jose International Beer Festival and two popular nightclubs. By negotiating trade and co-marketing arrangements with each party, I received a 15x12 booth at the Beer Festival in exchange for co-branded event cross channel spots as well as free co-branded advertising in exchange for the nightclub appearances. The total cost of the event $2600. The event was featured in Multichannel News, 12/2/96. See more detailed information here: Spice & SJ Beer Festival Event

Testing Marketing Tactics:
Pay-Per-View Movie Nevers Campaign - To test the difference in response between a "Request PPV" institutional direct mail postcard vs a custom made wrap placed over a Pay-Per-View programming catalog. Though the Request mailers had been successful in the past, the PPV catalog obviously had more comprehensive information. Each mailing was sent to profiled subscribers who had an addressable Cable TV set-top box and who had not ordered PPV in the previous 12 months. The expenses for the project had already been budgeted for. In addition to the fact that the campaign brought in 15,242 new subscribers into the category, the results showed a higher response rate for the wrap with a combined 7.2% of those customers redeeming their coupons. See more detailed information here: PPV Nevers Campaign Test

Adult Free Preview - The objective was to test the effectiveness of annual Adult Free Previews by measuring the response rate across 149,530 addressable subscribers and tracking whether customers had purchased Adult PPV or any other PPV product in the previous 12 months. The project required three months planning and collaborative execution across programming, operational, customer service and engineering groups. The event was promoted by various marketing tactics including cross channel run in the evening day-part. The final results were a 4.3% response rate, of which 67% had never purchased adult PPV in the previous 12 months. See more detailed information here: Spice Free Preview Analysis

Profiling and Analysis:
Tyson-Holyfield Direct Mailer - With a $2,500 in added funds, there was an additional opportunity to market one of the largest PPV Boxing Events of the year to our subscriber base. The goal was to best utilize those funds to maximize the number of event purchases. Instead of sending a mailer to previous purchasers who were probably already aware of such a major event, the plan was to target potential PPV Event buyers who fit the profile of a PPV purchaser but who had not bought an event in the past 12 months. A total of 10,591 mailers were sent to profiled households with addressable set-top boxes. Of those recipients, 8.2% (873) purchased the event. At $54.95 each, an additional $47,971 in revenues was captured. See more detailed information here: Tyson Holyfield Direct Mailer

Pay-Per-View Private Sales Letter - Approached by the Corporate marketing team of AT&T Broadband (formerly TCI), there was an offer for the West Division to participate in a test marketing campaign aimed at high renting PPV customers. The goal was to convert as many high volume PPV customers to Digital Cable subscribers as possible. The campaign would be paid for by corporate, but produced and executed on a local basis. Because there were more hi-volume PPV subscribers than that we could mail to, a Claritas Prizm profile was developed. A total of 12,000 letters were sent out that extolled the the features and benefits of Digital Cable. To top it off, three PPV movie coupons were included. In the end, 2,641 (22%) recipients converted from Analog to Digital Cable. · With the average monthly price of Digital Cable being $49.95 at the time, if each customer retained service for one year, the added revenues would be $131,918. See more detailed information here: PPV Private Sales Letter

Additional Cable TV Marketing Accomplishments:
· Developed branding, positioning, packaging, pricing and messaging strategies for Seren Innovations' Video On Demand products by conducting a comprehensive review of market offerings, competitive products and short/long term business strategies. The undertaking was significant because there were only a handful of VOD launches in the US. The clarity and direction provided by these developed strategies helped guide the organization to a successful launch.

· Maximized consumer product awareness by planning and implementing effective marketing campaigns utilizing a $2.3 million annual media budget. Campaigns included AT&T corporate's first bundled video/telephony offering called "BOB - Bottom of the Bill" by teaming with corporate marketing directors and planners to coordinate media plans and cross channel campaigns; biannual Digital Cable Free Preview weekend events where participating premium networks were showcased with aggressive acquisition offers; custom tailored PPV sales letter acquisition campaign which netted 2600 new subscribers. Campaign development process included teaming with marketing directors and coordinating media plans across organization teams and external agencies.

· Extended the marketing reach of AT&T Broadband by managing partnerships and trade agreements with FOXSports and the San Jose Sharks and HP Pavilion Arena. AT&T Broadband would provide cross channel air time and in exchange would receive branding on broadcast TV ads, stadium billboards, pre-game TV sponsorships messages and game-time program guides.

· Successfully managed $11 million TV-spot cross channel inventory function for the West Division by developing comprehensive management process which entailed guidelines, usage policies, accountability practices and quality control. The process included accurately tagging and scheduling all TV spots; supervising the activities of Media Services sister agency and maintaining strict deadlines throughout the process. The result was the successful scheduling and airing of over 7,700 cross channel TV spots spanning 27 head ends and 77 communities.

· Increased exposure and drove product messaging by organizing & managing special events, tie-ins & sales promotions. Examples include De La Hoya photo-ops with stand up at San Jose Cinco De Mayo event; KSJO/Rolling Stones where PPV event was promoted on radio for free by virtue of co-branding strategy; Adult PPV (pay-per-view) promotion where two adult stars signed 8x10's for captive audience at the San Jose International Beer Festival; arranging adult-star appearances on Lamont and Tonelli KSJO morning radio show to promote PlayboyTV and PPV products in Bay area; planning additional events with Turner's Cartoon Network, VH1 Save the Music and San Jose Live!

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