Post on 08-Jul-2015
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RCN Global Passport
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RCN Global Passport
OverviewWhen RCN switched to an all-digital network, it enabled RCN to focus on a neglected market with a pent up demand – international and multicultural programming.
RCN launched an aggressive push to add and promote such programming. As a result, RCN now has more than 500 International viewing choices, including more than 90 linear channels, covering 15 different language groups, surpassing many other competitor offerings.
Working with its international partners, RCN’s integrated marketing & public relations campaigns increased the number of unique international channel subscribers by 22 percent and International revenue by 25%.
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RCN Global Passport
Research
Primary research showed that a unique characteristic of the big cities RCN serves is that they’re multicultural & it showed significant demand for foreign films and language news and entertainment.
Secondary research included conversations with international programmers that indicated a strong desire to enter or expand their presence in the U.S.
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RCN Global PassportEthnic Breakdown within RCN Footprint - ALL Markets
1,080,067429,931
341,07969,653
39,646169,194
103,64243,897
4,5757,763
56,71120,915
10,00537,535
106,688486,110
81,61345,379
654,637547,426
21,99625,415
226,39427,466
198,60158,645
22,284109,725
37,91611,103
52,64820,552
107,152
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
HispanicMexicanChinese
FilipinoJapanese
AsianKorean
VietnamesCambodian
ThaiArab
CzechDanishDutch
FrenchGerman
GreekHungarian
IrishItalian
LithuanianNorwegian
PolishPortuguese
RussianScottish
SlovakSubsahara
SwedishSwiss
UkrainianWelsh
West Indian
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1,509,998
1,080,067
547,416
654,637
429,931
341,079
226,394
198,601
169,194
109,725
107,152
106,688
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
International Breakout - All Markets Top 12 Ethnicities including Hispanic and Mexican within RCN Footprint
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122,415
46,364
26,884
52,453
12,586
18,733
14,589
18,461
17,061
33,29115,02212,691
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Total Persons in RCN Footprint
Ethnic Breakout -Washington DC
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
167,945
78,833
44,442
74,559
319,899
33,359
63,960
24,992
27,89219,3866,64111,655
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Total Persons in RCN Footprint
Ethnic Breakout - Chicago
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
565,566
81,015
158,556125,140
76,698
228,941
68,314106,407
86,238
23,771
43,74125,882
0
100,000
200,000
300,000
400,000
500,000
600,000
Total Persons in RCN Footprint
Ethnic Breakout- New York
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
INTERNATIONAL BREAKOUT BY MARKET WITHIN RCN FOOTPRINT: TOP 12 ETHNICITIES (INCLUDING
HISPANIC AND MEXICAN)
111,560
236,253
168,781
192,370
12,30012,339
53,265
15,001
14,56710,4306462 15479
0
50000
100000
150000
200000
250000
Total Persons in RCN Footprint
Ethnic Breakout - Philly/ Lehigh Valley
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
112,581
43,645
148,753
210,115
8,448
47,707
26,266
33,740
23,436
22,84735,286
40,981
0
50000
100000
150000
200000
250000
Total Persons in RCN Footprint
Ethnic Breakout - Boston
Hispanic
German
Italian
Irish
Mexican
Chinese
Polish
Russian
Asian Indian
Subsaharan African
West Indian
French
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Campaign Objectives
Support RCN’s development & promotion of a new “Global Passport” tier of international programming;
Launch an aggressive, integrated PR and Marketing campaign that creates awareness of Global Passport programming in the multinational ethnic communities in RCN’s footprint;
Increase the company’s international programming customer base and sales revenues.
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Strategy
RCN’s strategy was to develop a more robust international lineup than its competitors and to aggressively market and promote it directly to the targeted multi-ethnic communities.
Prior to the Global Passport initiative, RCN’s International growth was nominal. When Richard Ramlall, SVP, Strategic External Affairs & Programming, was given the additional responsibility of International marketing, growth gained momentum.
Within 12 months, Ramall and Aleisha Bozin, Sr. Programming Manager, negotiated 33 International contracts, increasing the Int’l channel offerings by over 40%.
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RCN Global Passport
As part of contract negotiations, RCN required these new international networks to provide a comprehensive marketing plan, consisting of tactics that would help target each specific ethnicity and promote the channel’s presence on the RCN network to the multi-ethnic communities through advertising and local events.
The new networks contributed more than $1 million in marketing, advertising and PR support. In addition, the networks purchased or loaned equipment that saved RCN spending an additional $1 million in capital expenditures.
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TacticsNetworks’ marketing plans included the following tactics: web & TV announcements, ethnic radio spots, ethnic print ads, upgrade offers, key event sponsorships (local parades, festivals, etc.); call center training; a comprehensive activity grid, cross channel spots; celebrity voicecasts, free previews; web support (banners, graphics, etc.), and outdoor ads.
Processes were set up internally at RCN starting with channel interest, contract negotiations, product development, web & E-commerce, call center, promotions, public relations/ marketing and tracking. These include: press releases, voicecast/ cross channel; letters to current ethnic subscribers; outbound calling; free previews; email blasts; print ads; TV ads; radio ads; advertorials, direct mail; event sponsorships; referral programs; call center visits; web banners; one month free promotional stunts; and street teams (flyer distribution).
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International News ReleasesDec. 4, 2009 -- RCN Adds EWTN Español to its Cable TV LineupNov. 20, 2009 -V-me Media, Inc. and RCN Announce Carriage Agreement for V-me Oct 15, 2009-RCN Launches Three New Greek Cable TV Channels: MEGA Cosmos, ALTER Globe & STAR InternationalSept 24, 2009 - RCN Honors Latin Culture at Hispanic Heritage Month CelebrationSept 18, 2009 - RCN Participates in Two Cultural Festivals in BethlehemSep 10, 2009 - RCN Continues to Lead the Way in Offering Customized Spanish-Content PackagesAug 6, 2009 - RCN Showcases Asia Extreme, Sundance Channel's Free Video-on-Demand PreviewAug 5, 2009 - RCN Expands MiVision Spanish-Language Cable Tier Choices: Now Offering MiVision Plus & MiVision LiteJul 31, 2009 - RCN Extends RTVi and RTVi Plus to International Channel LineupsJul 31, 2009 - RCN Launches Ebru TV, a 24/7 Multi-Cultural Family Jul 20, 2009 - RCN Launches 'World Wide Lens' Series Kicks Off With Locally Produced Pakistani Film, 'Bhool'Jun 22, 2009 - RCN Adds Shalom TV to Its Free Video ON DEMAND Line-UpJun 11, 2009 - RCN Adds SKY TG24, the 24 Hour All-News Italian Channel, to Its Global Passport Tier Apr 27, 2009 - RCN Launches New Tang Dynasty Television (NTDTV) Network; Expanding Its Global Passport LineupMar 16, 2009 - RCN Adds TV JAPAN and MBC Cable Channels to Its Global Passport International Program Premium LineupFeb 23, 2009 - RCN Continues To Grow its Global Passport Tier by Launching Television Korea 24 (TVK24) Feb 17, 2009 - RCN Expands Its South Asian Programming With the Addition of ITVJan 27, 2009 - RCN To Carry Cine Mexicano, La Familia Cosmovision & Latele Novela NetworkDec 5, 2008 - RCN Launches Antenna Satellite Network On Its All-Digital Network Dec 1, 2008 - RCN Launches First Phase of Exciting New Global Passport Tier; Company Nov 26, 2008 - RCN Will Launch Setanta Sports On Its All-Digital Network on November 30, 2008Nov 24, 2008 - News Corporation's STAR Signs US Distribution Deal with RCN
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Cross Channel Spots
As these networks launch, a series of cross channel TV spots, which are both unique and exclusive to RCN, have been developed jointly with its international partners. Richard Ramlall, SVP, Strategic External Affairs & Programming, traveled courtesy of the networks to India, Philippines, Turkey & Greece to record an introduction used in these spots featuring some of the more popular programming on their networks.
Richard Ramlall taped a cross channel spot in India, featuring contestants in an “American Idol” type program wearing RCN shirts and plugging RCN coverage.
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Joint Marketing Efforts
Sentanta Sports, a European soccer league channel, had RCN branded advertisements posted on the sides of Metro buses in D.C. and subway cars in NYC, and became a joint sponsor with RCN of the DC United soccer team.
Celebrities from the networks recorded voicecasts that were sent to the telephones of current and potential subscribers informing them of the presence of the channels on RCN and how to subscribe.
Full page advertisements have appeared in Philippine, Chinese, Indian and Greek community publications, as well as radio commercials, news articles, advertorials and on-air announcements.
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Interviews & Promotions
RCN’s CEO Pete Aquino was interviewed on the nation’s largest Greek radio station. Also, WVOX’s Italian Hour program.
Richard Ramlall interviewed by EBRU TV, New Tang Dynasty TV & Asian FM Radio,
In addition, the networks are promoting their channel on RCN at key ethnic events, festivals, concerts and parades.
Promotions have also included free previews, sweepstakes, free months for referrals, local sponsorships and scholarships, tournaments, tickets to ethnic concerts and TV programs.
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Website & On-Line Banner Examples
http://www.rcn.com/dc-metro/digital-cable-tv/digital-extras/international
Banner FaceBook Banner
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World Wide Lens SeriesTo both increase programming and bring attention to RCN’s international programming, a new “World Wide Lens” series was launched on RCN Channel 8.
The first film, “Bhool,” is a locally produced Pakistani-American film directed by Mansoor Ahmed, the project manager for NASA’s Hubble Space Telescope Program.
Cross channel spots, in addition to several marketing pieces, were created to give this film and series maximum exposure on RCN’s Network.
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Examples of Advertorials & Coverage
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Advertising ExamplesPhilippines Greece
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Holiday Themed Ads
Chinese Lunar New Year Diwali
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Samples of Direct Mail
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Results
RCN actively tracks and evaluates results on a regular basis. The International take rate has dramatically increased, by over 50 percent. International is now the fastest growing segment in RCN’s cable network.
One channel grew to more than a thousand subscribers in several months. The voicecast for one of the channels directly resulted in a 40 percent take rate increase. The number of unique international channel subscribers has increased 22 percent Y-O-Y. The number of residential and SMB international features has increased 52 percent. Overall, the International revenue has increased by 25% Y-O-Y.
RCN now has more than 500 International choices, including more than 90 linear channels, covering 15 different language groups, surpassing many other competitor offerings today.