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Cleveland’s cable operator finds success with ads that mirror community

By Simon Applebaum
Cable World
(Sept 12, 2005) We hear it every year at this time--"diversity is good business." Nowhere is that proving truer than in Adelphia's Cleveland system. And there are hard numbers to back it up. The system added 2,500 subs in the first six months of 2005. There are also 16% fewer disconnects this summer versus last summer.

Managers cite many reasons for these successes, yet they insist diversity is a major factor. Not coincidentally, then, the system's Latino digital lineup has soared. Six weeks after a promotion begun at the Puerto Rican Day Festival in mid-July with flyers, augmented by cross-channel spots featuring ESPN Deportes over local avails, the lineup has increased penetration by 25%, Adelphia marketing manager Dana Olden says.

But what's happening in Cleveland goes beyond flyers at monthly festivals and street fairs. It's a radio campaign on an urban contemporary radio station and a news/talk station. It's showing people of color using video on demand and high-definition TV in direct mail and billboard advertising.

In a nutshell, it's about Adelphia putting out the word that it's in touch with Cleveland's multicultural population, something it didn't do well in the past, area VP Pamela Mackenzie admits. Until last summer, "the faces on our direct mail pieces were exclusively white," she says. "That's not the look of the community. Many of the other things we did to put a public face on us had a similar look--and were not necessarily reflective of Cleveland."

The injection of diversity into the system's image advertising, programming and promotions was the result of focus groups of customers and employees that showed the system was ignoring the area's large African-American population and its growing pockets of Latino, Asian and Muslim residents.

The feedback did more than point out how Adelphia ads didn't connect with people of color. "Another message was we needed to have a more consistent, more uniform voice about how we serve communities, rather than just showcase how great our services are," Cleveland system marketing communications manager Mark LaMarche says.

After introducing direct mail and other promotions highlighting people of color last fall, marketing manager Olden launched image campaigns on hip-hop and urban radio stations, showcasing how Adelphia products empower its multicultural customer base. A few weeks later, BET Jazz and ESPN Deportes were introduced to the system's digital tier. Olden also struck an underwriting agreement with National Public Radio affiliate WCPN-FM in January, a popular destination with multicultural listeners.

Mackenzie promises more image promotions this fall, and hints that a few of the campaigns in development for 2006 may target DBS customers, based on another set of focus groups now being assembled.

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Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	THE LATEST NEWS Cleveland’s cable operator finds success with ads that mirror community By Simon Applebaum Cable World (Sept 12, 2005) We hear it every year at this time--"diversity is good business." Nowhere is that proving truer than in Adelphia's Cleveland system. And there are hard numbers to back it up. The system added 2,500 subs in the first six months of 2005. There are also 16% fewer disconnects this summer versus last summer. Managers cite many reasons for these successes, yet they insist diversity is a major factor. Not coincidentally, then, the system's Latino digital lineup has soared. Six weeks after a promotion begun at the Puerto Rican Day Festival in mid-July with flyers, augmented by cross-channel spots featuring ESPN Deportes over local avails, the lineup has increased penetration by 25%, Adelphia marketing manager Dana Olden says. But what's happening in Cleveland goes beyond flyers at monthly festivals and street fairs. It's a radio campaign on an urban contemporary radio station and a news/talk station. It's showing people of color using video on demand and high-definition TV in direct mail and billboard advertising. In a nutshell, it's about Adelphia putting out the word that it's in touch with Cleveland's multicultural population, something it didn't do well in the past, area VP Pamela Mackenzie admits. Until last summer, "the faces on our direct mail pieces were exclusively white," she says. "That's not the look of the community. Many of the other things we did to put a public face on us had a similar look--and were not necessarily reflective of Cleveland." The injection of diversity into the system's image advertising, programming and promotions was the result of focus groups of customers and employees that showed the system was ignoring the area's large African-American population and its growing pockets of Latino, Asian and Muslim residents. The feedback did more than point out how Adelphia ads didn't connect with people of color. "Another message was we needed to have a more consistent, more uniform voice about how we serve communities, rather than just showcase how great our services are," Cleveland system marketing communications manager Mark LaMarche says. After introducing direct mail and other promotions highlighting people of color last fall, marketing manager Olden launched image campaigns on hip-hop and urban radio stations, showcasing how Adelphia products empower its multicultural customer base. A few weeks later, BET Jazz and ESPN Deportes were introduced to the system's digital tier. Olden also struck an underwriting agreement with National Public Radio affiliate WCPN-FM in January, a popular destination with multicultural listeners. Mackenzie promises more image promotions this fall, and hints that a few of the campaigns in development for 2006 may target DBS customers, based on another set of focus groups now being assembled. Go to Target Market News homepage	11th Annual Edition Available 'Buying Power' report reveals surge by black households for consumer electronics Despite tighter economic times, African-American households are significantly increasing their expenditures on consumer electronics for the home, according to the newest edition of The Buying Power of Black America report. In many categories such as video games, televisions, CD players, cable TV service and sound equipment, black households are spending more on average than their white counterparts. 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