It’s Your Lucky Day
Prepare to collect your rewards.

A Fistful of Profits — Your Broadband Bonanza
Road Runner Business Class

New Marketing Campaign Coming November 2001!

Well Sheriff, it’s time to put on your badge and saddle up for a sales stampede. Did you know that so far only 20% of businesses have a broadband connection? That means there’s huge potential for you to ride to the rescue with Road Runner Business Class. What’s more, the average monthly revenue per RRBC customer is $120-plus. That’s three times the revenue of one Residential customer. The more support and marketing dollars you dedicate to RRBC, the more opportunities you’ll have to boost your profits, exceed sales goals and grow your business.

Help From the Cavalry

In November, we’ll deliver a new marketing kit to help you round up more RRBC sales. It will contain two direct mail pieces and two 30-second TV ads that make their points with Wild West humor. We chose these mediums based on their proven success as sales acquisition tools. Our main message is clear: RRBC makes businesses more productive and profitable, eliminating costly delays and providing a strong competitive edge.

Strategically, the campaign consists of two phases, each with its own direct mail and TV. The first phase of the campaign pushes the benefits of broadband over dial-up. The TV spot portrays a humorous “showdown” between two businessmen at competing companies; one uses dial-up and the other uses RRBC. Both men are pursuing the same client, and we don’t have to tell you who comes out on top! The direct mail piece contrasts dial-up and broadband using simple, concise images of a toy hobbyhorse (representing dial-up) and a strong, powerful mustang (representing broadband).

The second phase positions RRBC as the best possible broadband option. The TV spot is a modern-day rendition of “High Noon,” where our hero, having chosen RRBC as his broadband provider, fearlessly confronts and wins over his most demanding clients. The direct mail continues the horse metaphor, using the single horse to represent broadband in general and a thundering herd to illustrate the benefits of Road Runner Business Class.

Each direct mail piece has plenty of space for your special offers and contact information. Remember, we’re giving you the tools, Sheriff, but you alone will decide where and when to use them. The sky’s the limit!
Yeehaw!

Polish Your Badge and Get Ready Now!

Make plans now to place your TV ads and implement your direct mail program in the coming weeks and months, and prepare for a revenue roundup.

The Kit — What You’ll Get:

• Two 30-second TV Ads — One on why broadband is better than dial-up, another on why RRBC is the best broadband choice.
• Two Direct Mail Pieces — Complementing the TV ads, one piece on broadband vs. dial-up, with a second mailer on RRBC vs. the competition.
• Marketing Manual — With helpful information on how to use this campaign in your market.

PLUS
We’ll follow up with additional sales support materials to educate and motivate your sales team.