Cable television systems and Internet service provider RCN Corp. Princeton, NJ, has launched the first of a quarterly 750,000- to 800,000-piece direct mail and advertising campaign to improve penetration in its service areas.
The company’s goal this year is to capture a 30% penetration rate in all its service areas , said Renee Haber, senior vice president of Laughlin/Jones, RCN's agency of record.
The effort will focus on the advantages of RCN's unique bundled service, known as ResiLink. "In some markets, we're thought of as a cable company, in others as an Internet provider," she said. "We want to be known for all our services."
RCN operates in Philadelphia, San Francisco, eastern Pennsylvania, Los Angeles, New York and other areas with high population densities, she noted.
Other media include billboards, bus shelters and transit ads as well as inserts in target publications and local newspaper ads.
