1. RCN Global Passport
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2. RCN Global Passport
Overview
When RCN switched to an all-digital network, it enabled RCN to focus
on a neglected market with a pent up demand – international and
multicultural programming.
RCN launched an aggressive push to add and promote such
programming. As a result, RCN now has more than 500 International
viewing choices, including more than 90 linear channels, covering 15
different language groups, surpassing many other competitor offerings.
Working with its international partners, RCN’s integrated marketing &
public relations campaigns increased the number of unique
international channel subscribers by 22 percent and International
revenue by 25%.
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3. RCN Global Passport
Research
Primary research showed that a unique characteristic of the big cities
RCN serves is that they’re multicultural & it showed significant
demand for foreign films and language news and entertainment.
Secondary research included conversations with international
programmers that indicated a strong desire to enter or expand their
presence in the U.S.
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4. RCN Global Passport
Ethnic Breakdown within RCN Footprint - ALL Markets
West Indian 107,152
Welsh 20,552
Ukrainian 52,648
Swiss 11,103
Swedish 37,916
Subsahara 109,725
Slovak 22,284
Scottish 58,645
Russian 198,601
Portuguese 27,466
Polish 226,394
Norwegian 25,415
Lithuanian 21,996
Italian 547,426
Irish 654,637
Hungarian 45,379
Greek 81,613
German 486,110
French 106,688
Dutch 37,535
Danish 10,005
Czech 20,915
Arab 56,711
Thai 7,763
Cambodian 4,575
Vietnames 43,897
Korean 103,642
Asian 169,194
Japanese 39,646
Filipino 69,653
Chinese 341,079
Mexican 429,931
Hispanic 1,080,067
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
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5. RCN Global Passport
International Breakout - All Markets
Top 12 Ethnicities including Hispanic and Mexican within RCN Footprint
French 106,688
West Indian 107,152
Subsaharan African 109,725
Asian Indian 169,194
Russian 198,601
Polish 226,394
Chinese 341,079
Mexican 429,931
Irish 654,637
Italian 547,416
German 1,080,067
Hispanic 1,509,998
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000
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6. RCN Global Passport
Ethnic Bre akout - Philly/ Le high Valle y
250000 His panic INTERNATIONAL BREAKOUT BY MARKET WITHIN RCN
200000
236,253 Germ an
Italian FOOTPRINT: TOP 12 ETHNICITIES (INCLUDING
168,781
192,370 Iris h
Mexican HISPANIC AND MEXICAN)
150000
Chines e
Polis h
100000 111,560 Rus s ian
As ian Indian
Subs aharan African
50000 53,265 Ethnic Bre akout - Chicago
14,567 6462 15479
Wes t Indian
12,300 10,430
12,339 15,001 French
0 His panic
350,000
Total Pers ons in RCN Footprint
Germ an
300,000 319,899
Italian
Iris h
Ethnic Bre akout - Boston 250,000
Mexican
200,000 Chines e
His panic
250000 Polis h
Germ an 150,000 167,945
Rus s ian
Italian
As ian Indian
200000 210,115 100,000
Iris h Subs aharan African
78,833 74,559
Mexican 50,000 63,960 Wes t Indian
27,892
150000 44,442 19,386
148,753 Chines e 33,359 24,992 6,641 11,655 French
0
Polis h
Total Pers ons in RCN Footprint
112,581
100000 Rus s ian
As ian Indian
47,707
35,286
50000 33,740 Subs aharan African
43,645 22,847 40,981 Ethnic Bre akout -Washington DC
8,448 Wes t Indian
26,266 23,436
0 French
Total Persons in RCN Footprint 140,000
His panic
120,000 122,415 Germ an
Ethnic Bre akout- Ne w York
Italian
100,000
Iris h
80,000 Mexican
600,000 His panic
Chines e
565,566 Germ an
60,000 Polis h
500,000 Italian Rus s ian
52,453
Iris h 40,000 46,364 As ian Indian
400,000 Mexican Subs aharan African
18,733 18,461 33,291
20,000 26,884 15,02212,691 Wes t Indian
Chines e
12,586 14,589 17,061 French
300,000 Polis h 0
Rus s ian Total Pers ons in RCN Footprint
200,000 228,941
As ian Indian
158,556 Subs aharan African
86,238
100,000 125,140
106,407 23,771 Wes t Indian
81,015 76,698 68,314 25,882 French
43,741
0
Total Pers ons in RCN Footprint
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7. RCN Global Passport
Campaign Objectives
Support RCN’s development & promotion of a new
“Global Passport” tier of international programming;
Launch an aggressive, integrated PR and Marketing
campaign that creates awareness of Global Passport
programming in the multinational ethnic communities in
RCN’s footprint;
Increase the company’s international programming
customer base and sales revenues.
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8. RCN Global Passport
Strategy
RCN’s strategy was to develop a more robust international
lineup than its competitors and to aggressively market and
promote it directly to the targeted multi-ethnic communities.
Prior to the Global Passport initiative, RCN’s International
growth was nominal. When Richard Ramlall, SVP, Strategic
External Affairs & Programming, was given the additional
responsibility of International marketing, growth gained
momentum.
Within 12 months, Ramall and Aleisha Bozin, Sr.
Programming Manager, negotiated 33 International
contracts, increasing the Int’l channel offerings by over
40%.
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9. RCN Global Passport
As part of contract negotiations, RCN required these new
international networks to provide a comprehensive marketing plan,
consisting of tactics that would help target each specific ethnicity
and promote the channel’s presence on the RCN network to the
multi-ethnic communities through advertising and local events.
The new networks contributed more than $1 million in marketing,
advertising and PR support. In addition, the networks purchased or
loaned equipment that saved RCN spending an additional $1 million
in capital expenditures.
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10. RCN Global Passport
Tactics
Networks’ marketing plans included the following tactics: web & TV
announcements, ethnic radio spots, ethnic print ads, upgrade offers,
key event sponsorships (local parades, festivals, etc.); call center
training; a comprehensive activity grid, cross channel spots; celebrity
voicecasts, free previews; web support (banners, graphics, etc.), and
outdoor ads.
Processes were set up internally at RCN starting with channel interest,
contract negotiations, product development, web & E-commerce, call
center, promotions, public relations/ marketing and tracking. These
include: press releases, voicecast/ cross channel; letters to current
ethnic subscribers; outbound calling; free previews; email blasts; print
ads; TV ads; radio ads; advertorials, direct mail; event sponsorships;
referral programs; call center visits; web banners; one month free
promotional stunts; and street teams (flyer distribution).
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11. RCN Global Passport
International News Releases
Dec. 4, 2009 -- RCN Adds EWTN Español to its Cable TV Lineup
Nov. 20, 2009 -V-me Media, Inc. and RCN Announce Carriage Agreement for V-me
Oct 15, 2009-RCN Launches Three New Greek Cable TV Channels: MEGA Cosmos, ALTER Globe & STAR International
Sept 24, 2009 - RCN Honors Latin Culture at Hispanic Heritage Month Celebration
Sept 18, 2009 - RCN Participates in Two Cultural Festivals in Bethlehem
Sep 10, 2009 - RCN Continues to Lead the Way in Offering Customized Spanish-Content Packages
Aug 6, 2009 - RCN Showcases Asia Extreme, Sundance Channel's Free Video-on-Demand Preview
Aug 5, 2009 - RCN Expands MiVision Spanish-Language Cable Tier Choices: Now Offering MiVision Plus & MiVision Lite
Jul 31, 2009 - RCN Extends RTVi and RTVi Plus to International Channel Lineups
Jul 31, 2009 - RCN Launches Ebru TV, a 24/7 Multi-Cultural Family
Jul 20, 2009 - RCN Launches 'World Wide Lens' Series Kicks Off With Locally Produced Pakistani Film, 'Bhool'
Jun 22, 2009 - RCN Adds Shalom TV to Its Free Video ON DEMAND Line-Up
Jun 11, 2009 - RCN Adds SKY TG24, the 24 Hour All-News Italian Channel, to Its Global Passport Tier
Apr 27, 2009 - RCN Launches New Tang Dynasty Television (NTDTV) Network; Expanding Its Global Passport Lineup
Mar 16, 2009 - RCN Adds TV JAPAN and MBC Cable Channels to Its Global Passport International Program Premium Lineup
Feb 23, 2009 - RCN Continues To Grow its Global Passport Tier by Launching Television Korea 24 (TVK24)
Feb 17, 2009 - RCN Expands Its South Asian Programming With the Addition of ITV
Jan 27, 2009 - RCN To Carry Cine Mexicano, La Familia Cosmovision & Latele Novela Network
Dec 5, 2008 - RCN Launches Antenna Satellite Network On Its All-Digital Network
Dec 1, 2008 - RCN Launches First Phase of Exciting New Global Passport Tier; Company
Nov 26, 2008 - RCN Will Launch Setanta Sports On Its All-Digital Network on November 30, 2008
Nov 24, 2008 - News Corporation's STAR Signs US Distribution Deal with RCN
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12. RCN Global Passport
Cross Channel Spots
As these networks launch, a series of cross channel TV
spots, which are both unique and exclusive to RCN,
have been developed jointly with its international
partners. Richard Ramlall, SVP, Strategic External
Affairs & Programming, traveled courtesy of the
networks to India, Philippines, Turkey & Greece to
record an introduction used in these spots featuring
some of the more popular programming on their
networks.
Richard Ramlall taped a cross channel spot in India,
featuring contestants in an “American Idol” type
program wearing RCN shirts and plugging RCN
coverage.
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13. RCN Global Passport
Joint Marketing Efforts
Sentanta Sports, a European soccer league channel, had RCN
branded advertisements posted on the sides of Metro buses in D.C.
and subway cars in NYC, and became a joint sponsor with RCN of the
DC United soccer team.
Celebrities from the networks recorded voicecasts that were sent to
the telephones of current and potential subscribers informing them of
the presence of the channels on RCN and how to subscribe.
Full page advertisements have appeared in Philippine, Chinese,
Indian and Greek community publications, as well as radio
commercials, news articles, advertorials and on-air
announcements. 13
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14. RCN Global Passport
Interviews & Promotions
RCN’s CEO Pete Aquino was interviewed on the nation’s largest
Greek radio station. Also, WVOX’s Italian Hour program.
Richard Ramlall interviewed by EBRU TV, New Tang Dynasty TV &
Asian FM Radio,
In addition, the networks are promoting their channel on RCN at key
ethnic events, festivals, concerts and parades.
Promotions have also included free previews, sweepstakes, free
months for referrals, local sponsorships and scholarships,
tournaments, tickets to ethnic concerts and TV programs.
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15. RCN Global Passport
Website & On-Line Banner Examples
http://www.rcn.com/dc-metro/digital-cable-tv/digital-
extras/international
Banner FaceBook Banner
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16. RCN Global Passport
World Wide Lens Series
To both increase programming and
bring attention to RCN’s international
programming, a new “World Wide
Lens” series was launched on RCN
Channel 8.
The first film, “Bhool,” is a locally
produced Pakistani-American film
directed by Mansoor Ahmed, the
project manager for NASA’s Hubble
Space Telescope Program.
Cross channel spots, in addition to
several marketing pieces, were created
to give this film and series maximum
exposure on RCN’s Network.
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17. RCN Global Passport
Examples of Advertorials & Coverage
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18. RCN Global Passport
Advertising Examples
Philippines Greece
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19. RCN Global Passport
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20. RCN Global Passport
Holiday Themed Ads
Chinese Lunar New Year Diwali
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21. RCN Global Passport
Samples of Direct Mail
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22. RCN Global Passport
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23. RCN Global Passport
Results
RCN actively tracks and evaluates results on a regular basis. The International
take rate has dramatically increased, by over 50 percent. International is now
the fastest growing segment in RCN’s cable network.
One channel grew to more than a thousand subscribers in several months. The
voicecast for one of the channels directly resulted in a 40 percent take rate
increase. The number of unique international channel subscribers has increased
22 percent Y-O-Y. The number of residential and SMB international features has
increased 52 percent. Overall, the International revenue has increased by 25%
Y-O-Y.
RCN now has more than 500 International choices, including more than 90
linear channels, covering 15 different language groups, surpassing many other
competitor offerings today.
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