Verizon Communications, Inc. had a targeted business objective to increase consumer usage of Verizon Yellow Pages by shifting the product from a functional brand to a lifestyle brand. In essence, Verizon needed to change the public’s mind about why they use the Yellow Pages: from looking up numbers to demonstrating how it can enhance lives.
As a result of Domus’ work, the use of Verizon Yellow Pages actually increased for the first time in 12 years.
Domus was responsible for the development, implementation and measurement of every aspect of a fully integrated marketing plan for 22 Mid-Atlantic markets. These tactics aligned with the values and interests of Verizon Yellow Pages’ targeted customers, resulting in a scalable campaign that resonated with the right audiences.
“Domus helped us to connect with the cultural touchstones of each market through tactically focused efforts, which connected our targeted consumers with products and services that met their interests and needs,” said Chris Fry, marketing communications and brand manager at Verizon Communications Inc.
Looking to enhance your brand’s leadership in a contentious marketplace? Give us a call.