M. S. Busby
  • Communications
    • PAR Executive Report
    • Media Placement and PR
    • Contributing Editor
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    • Features
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  • Marketing
    • 2008 Summer Olympics
    • Digital Transition
    • HD Sports Campaign
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    • Choirs for Cancer
    • Rehabilitation Unit Campaign
    • Employee Giving Campaign
    • Donor Opportunities Campaign
  • About Mary S. Busby
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    • “Service to All, Second to None”
    • Be What You Is
    • Dying Stars Write Their Own Swan Songs
    • One teacher, one book, one pen, can change the world
    • Marching To Their Own Drummer
    • Gamechanger Films finances features by women
    • 3 Big Secrets You Should Tell Your Financial Advisor
M. S. Busby
  • Communications
    • PAR Executive Report
    • Media Placement and PR
    • Contributing Editor
    • Magnolia Ball
    • Features
    • Heart to Heart
  • Marketing
    • 2008 Summer Olympics
    • Digital Transition
    • HD Sports Campaign
  • Development
    • Choirs for Cancer
    • Rehabilitation Unit Campaign
    • Employee Giving Campaign
    • Donor Opportunities Campaign
  • About Mary S. Busby
  • Musings
    • “Service to All, Second to None”
    • Be What You Is
    • Dying Stars Write Their Own Swan Songs
    • One teacher, one book, one pen, can change the world
    • Marching To Their Own Drummer
    • Gamechanger Films finances features by women
    • 3 Big Secrets You Should Tell Your Financial Advisor
    Marketing

    Digital Transition

    by msbusby

    Directed video product messaging for a 2009 Digital Transition integrated marketing campaign: Bilingual TV, web, print and radio for 18 systems/6M customers/9M homes passed.

    Highlights:
    Spanish TV and radio leveraging the popularity of the telenovela (Top 10 Spanish Language Programs) to illustrate loss of antenna programming after the Digital Transition.

    Segmented print strategy motivates four unique segments with customized messaging and targeted service offers. The “Senior” Direct Mail Piece (shown) presents larger type and highlights relevant local programming than the “General market” DM utilizing differentiated creative and service offer, to test open and response rates.

    Bi-lingual (Eng/Span) campaign tactics include:
    • TV Spots (:30/:60/taggable) generating $1.48M in media value
    • Radio
    • Segmented Direct Mail
    • Print Advertising
    • Brochure > 500,000 distributed
    • Retail Presence
    • Customer Bill Insert
    • Web Presence (www.cox.com and employee intranet)

    Estimated reach: 6,000,000 Demos: Adults 18-49, Females 18-49 Adults 25-54, Adults 35+, Adults 65+

    The third-largest U.S. cable TV company, Cox serves approximately 6 million residences and businesses.

    DTV Spot Storyboard

    Digital Transition Radio Spot

    DTV Transition Direct Mail
    Dig Tran Web
    Bill Insert
    Dtv-transition Ad
    Digital Transition Campaign Kit
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  • Marketing

    2008 Summer Olympics

    by msbusby

    As a member of a talented creative team, developed customized web, print and broadcast marketing communications strategy reaching 6 million customers across 18 Cox Communications systems to highlight 800 hours…

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  • Marketing

    HD Sports Campaign

    by msbusby

    Directed a 2013 campaign to secure donor support of a Comprehensive Rehabilitation Unit at Tanner Health System. The journey of stroke patients and others who need to re-learn skills of…

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  • Marketing

    Media Placement and PR

    by msbusby

    Featured Media Placement Press Releases and Media Placement 1-23-14 Volunteers kick of 24th annual Magnolia Ball 12-28-13 Choirs for Cancer Support Tops $100K 12-21-13 Tanner Receives Gift of Books for…

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  • Development

    Rehabilitation Unit Campaign

    by msbusby

      Directed a 2013 campaign to secure donor support of a Comprehensive Rehabilitation Unit at Tanner Health System. The journey of stroke patients and others who need to re-learn skills…

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  • Communications

    Contributing Editor

    by msbusby

    As a Contributing Editor to 85 South, Out & About from April, 2010 through December, 2014, I contributed 1-3 articles monthly for this lifestyle publication with a readership of 40,000.

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  • CommunicationsDevelopment

    Heart to Heart

    by msbusby

    Editor of the “Heart to Heart” hospice newsletter profiling the patients and supporters of Tanner Hospice Care. Responsible for ensuring the content is engaging and quality of the publication drives…

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  • Development

    Employee Giving Campaign

    by msbusby

    Director of the “Heartbeat” employee giving campaign / Editor of the “Heartbeat” publication for Tanner Health System. Campaign promotes giving to new employees to grow participation in the program. Publication…

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  • CommunicationsDevelopment

    Donor Opportunities Campaign

    by msbusby

    Director of a Donor Opportunities Campaign to drive public awareness and philanthropic support of Tanner Medical Foundation funding priorities. From image selection to copy, each element of the campaign is…

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  • Communications

    Features

    by msbusby
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