Verizon, a huge direct mailer

The telecommunications company Verizon runs 10 to 12 different direct mail campaigns targeting Hispanics each year, says Ed Miller, executive director of multicultural marketing. The company recently launched a direct response Hispanic advertising campaign created by La Agencia de Orci & Asociados. The campaign includes two 60-second TV spots, one 60-second radio spot, and a bilingual direct mail piece, all promoting Verizon's International Choice Plan. The campaign will run for six weeks in Spanish-language media in key Hispanic markets, including Boston, Los Angeles, New York/New Jersey, Philadelphia and Washington DC/ Maryland/ Virginia. Direct mail serves three purposes in Verizon's overall CRM (customer relationship management) program: acquisition and growth; retention; and win backs. Verizon has 140.3 million access line equivalents in 29 states and Washington DC, including about 16 million U.S. long-distance lines.


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