Acquisition of Hispanic Commercial SMB Christian Tabares April 28th, 2016

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The Hispanic Commercial SMB strategy aims to increase the number of Hispanic customers in CT by providing them with business bundles

• Double or Triple play • With inclusion of Paquete Español• Special offer for signing up

Residential opportunity

On April 12th, 2016 a strategy to increase Hispanic Commercial Business sales for the next 6 months was initiated

The Hispanic Commercial SMB strategy incorporates the following marketing efforts:• Outbound Telemarketing • Direct mail • Guerilla Marketing • Community Engagements

Our goal is to capture 5-10% of Hispanic business population throughout the state of Connecticut

• 593 - 1,187 SMB

Marketing Strategy

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Major Target Areas14% of CT total population is Hispanic

• Total of 494,000 people Top 10 Hispanic cities in CT

• Hartford • Bridgeport • New Britain • Waterbury • Meriden • New Haven • New London • Stamford • Danbury

Business Expos & Hispanic orientated events are areas we would like to target • Outside cost will vary depending on event sponsorship packages

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Launch Strategy Promotion efforts will consist of numerous methods already used by the company to acquire customers.

• Step 1: DM • Post cards will be sent out to SMB before being contacted via phone

• Step 2: Outbound Telemarketing • A week after DM was sent out, Follow up calls will be made to

businesses • Interns will take charge making calls • Future plans of using call center to generate higher call volumes

• Step 3: Commercial Flyers • Translated to fit the needs of the Hispanic population

Once marketing efforts are completed, the following steps will be executed to close sales

• Call Center representatives will make follow up calls and finalize the sale with customers

• Interns will follow up with businesses and input finalized leads into Take the Lead

• Once the lead is submitted, a sales representative will complete the transaction

• The generated list will be color coordinated in order to keep track of calls • Red: Already contacted• Green: Sale completed

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Timeline • DM: May 23rd- September 7th

• Interns will be selecting only a few businesses to send DM out to weekly• 100-200 promotional flyers will be sent

• OTM: April 12th – September 7th • Summer interns will continue with this initiative

• Follow up phone calls will be made a week after DM was sent to business • Calls centers will be involved later in the summer

• End of June once call center representatives are trained at Florida location • Guerilla Marketing: May 23- September 7th

• Flyers will be distributed around highly populated Hispanic cities• Example: YES tear sheets

• Local Hispanic Events: June – September • Parades and Hispanic festivals begin in mid June and continue until the end

Hispanic Heritage Month (September) • Mobile Retail Store will be used at these events for audience interaction • D2D team & interns will be at these events

• Raffles, give always and collaborative events to attract public

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Examples of flyers & DM for use and translation

New fliers that resonate to Hispanic SBO will be created and translated to promote around the community. (Residential flyer used for an example)