Inside This Issue:
Attend the ACC & CTAM Co-Sponsored Summit Closing Reception!
The Association of Cable Communicators (ACC) has joined with CTAM to co-produce The Summit's Closing Reception on Wednesday, July 25 from 5:30-6:30 p.m. in Concourse D of the Washington Convention Center in Washington, D.C. You're invited to attend, FREE! Additionally, when you RSVP, you are also eligible to attend The Summit's Closing General Session, 4:15-5:30 p.m. with Time Warner Cable CEO Glenn Britt, Charter Communications CEO Neil Smit, ESPN president George Bodenheimer, HDNet chairman Mark Cuban and The Weather Channel president Debora Wilson.
At the reception you'll have the opportunity to network with your communications and cable industry colleagues. And please feel free to pass this message to all of your cable colleagues who could benefit from membership in ACC, devoted to serving the needs of all cable communications professionals. Your colleagues can join ACC for half-price – only $100 – if they attend the reception. As always, members who refer non-members will receive a $20 gift card to Amazon or Borders.
ACC members and their cable industry colleagues who would like to attend the closing general session and reception but are not registered for The Summit must RSVP to ACC by July 20 at firstname.lastname@example.org or call 202-222-2370. RSVP today and get your colleagues connected to ACC! We look forward to seeing you on July 25 at The Summit!
Charter Launches Good Neighbor Campaign
In a new external and internal image effort, Charter Communications is pitching itself as a "good neighbor" to 5.7 million customers across 29 states. The campaign uses on-air branding spots to convey the positive emotions generated by Charter's products while urging employees to exhibit the traits of a good neighbor.
The campaign was launched in June with the tagline "Charter Brings Your Home to Life." It includes spots aimed at existing and potential customers designed to remind consumers of the attributes of each of Charter's products. The campaign stemmed from two years of research and development in which Charter found that its brand ranked low in performance and lacked points of difference from other brands. Company executives determined Charter could strengthen its brand by highlighting lifestyle benefits of its telephone, Internet and video services. Charter hopes to achieve this through spots such as "Laugh Until You Cry," that depicts a customer reminiscing with a friend on the phone and laughing so hard he cannot talk by the end of the conversation.
Internally, each division in the company held events to train employees what it means to be a good neighbor. One hundred "brand coaches" were deployed to educate workers on how to exhibit "neighborly" traits such as trustworthiness, reliability, helpfulness, cooperativeness and fun as they are interacting with customers on the phone, online and in person. Later this month, Charter will conduct branding research to test the effectiveness of the effort, benchmarking reactions of both consumers
and workers throughout the campaign. For more information on the campaign, please contact Megan Griffith at email@example.com.
Last Chance to Register for ACC's Media Training Workshop!
There is still room available in ACC's media and spokesperson training session on July 18 from 10:00 a.m. - 4:30 p.m. at the Newport Marriott Hotel in Newport, R.I. The session is being held prior to the New England Cable & Telecommunications Association (NECTA) 2007 Annual Convention & Exhibition and will be led by Margie Elsberg, president of Elsberg Associates and 25-year veteran of the Washington press corp as well as a corporate media trainer since 1990.
This all-day session is designed to provide the "dos" and "don'ts" for what every spokesman, spokeswoman or company executive should know. Training will include media tips and techniques to deliver messages effectively and powerfully. Instruction will cover situations such as media interviews, press conferences, town hall meetings, testimony and presentations. Participants will learn what they need to have front and center before, during and after they are on camera with local media
outlets or for national consumption. Every participant will also have the opportunity for an on-camera exercise and follow-up critique.
MTV Expands Break the Addiction Campaign
In conjunction with the July 7 Live Earth concert, MTV Networks recently announced a wide array of global activities across multiple platforms to raise awareness of global warming through its award-winning Break the Addiction pro-social campaign.
Recently, the network launched a dedicated Live Earth page to mobilize young people in the fight against global warming. The site features daily video tips, 12-steps users can take to break their addiction to oil and over-consumption, ways to take action globally and locally, and more. Additionally, MTV provided access to the Live Earth concert around the world, featuring performances and bulletins across its various stations. Internationally, the network also launched MTV Switch, a multi-platform campaign promoting environmentally friendly lifestyle choices in order to reduce the carbon emissions that contribute to climate change. MTV Switch builds on the success of the Break the Addiction campaign and includes public service announcements, television programming, news, celebrity endorsements and online resources that target 15-25 year olds.
MTV's Break the Addiction campaign is an on-air, online, on mobile and on the ground campaign designed to educate and empower young people to make daily choices that curb the impact of global warming and preserve their communities. Already in 2007, MTV's Break the Addiction campaign has received an Environmental Media Award for Best Reality Television Program and was named a 2007 Golden Beacon Award finalist in addition to receiving two Beacon Awards®. For more information on
the Break the Addiction campaign or
contact Mariana Agathoklis at 917-969-7977 or firstname.lastname@example.org.
Comcast Adds Features to Pet Adoptions ON DEMAND
Comcast recently announced enhancements to its Pet Adoptions ON DEMAND service for pet lovers in the Maryland, Virginia and D.C. area, giving them the opportunity to view 15 or more profiles of cats and dogs available for adoption at the Washington Humane Society (WHS). Pet Adoptions ON DEMAND allows viewers to watch a two to three-minute, live-action video profile of animals up for adoption. In the profile, staff members interact with each animal and talk about its unique personality and ideal living environment. Each profile also has a specific identification code viewers can use to find out more information about the featured pet. Profiles are categorized by animal type and size and will be updated on a bi-weekly basis. Pet Profiles can be accessed for free in the "Get Local" category of the ON DEMAND menu by selecting Pet Adoptions ON DEMAND.
In a renewed partnership with the WHS, Comcast has also committed to supporting the shelter's "Good Home Guarantee" initiative, which promises to find a home for every adoptable dog and cat that enters its shelters by 2010. The WHS is the oldest animal protection agency in Washington, D.C., and has served 95% of the area's homeless, lost and abused animals since 1870. For more information on the Pet Adoptions service, please contact Jaye Linnen at 301-625-3512 or email@example.com.
Latest ACCbriefs Now Available
is now available on the ACC Web site! "Blogs and Beyond" examines the prevalence of this new communications medium as well as the impact it has on the industry. Although a majority of individuals are not bloggers, individuals who do blog can have a significant influence on customer and public opinions. Designed for cable communicators who work in public relations, marketing communications, public affairs, government relations, executive office and other staff positions, the briefs are created to provide a clear, concise, subject oriented
guide on topics related to issues the industry faces. This brief, along with others such as Cable and Competition and Net Neutrality, can be found on the ACC Web site. For more information on the publication, contact Steve Jones at firstname.lastname@example.org or 202-222-2373.
New Jersey Cable Companies Fight Underage Drinking and Driving
The New Jersey Cable Telecommunications Association (NJCTA) announced that it has joined forces with New Jersey Attorney General Stuart Rabner to deliver an aggressive message to New Jersey's young people warning them against the dangers of underage drinking and driving. NJCTA member companies are working in unison to air a 30-second public service announcement (PSA) featuring Rutgers University football coach Greg Schiano urging New Jersey's young people to stay away from underage drinking and especially underage drinking and driving.
Coach Schiano's PSA reminds the state's underage population that drinking dulls the senses and the negative consequences from underage drinking can ruin their futures. The PSA is available on the state's Web site. For more information on the PSA, contact Mark Nevins at 609-392-3223.
Sportsman Channel Partners to Feed Homeless
The Sportsman Channel and the Safari Club International Foundation's Sportsmen Against Hunger have announced a partnership to feed the homeless and those less fortunate in Washington, D.C., during the CTAM Summit this month. The event will occur at the Central Union Mission at 1350 R St. NW on July 22 from 5 p.m. to 7 p.m. Home cooked meals will be given away and will consist of venison donated by local hunters as well as mashed potatoes, gravy, vegetables and bread.
The event is part of the "Hunt.Fish.Feed" initiative designed to connect hunters, meat processors and shelters. Sponsors for the D.C. event include the American Cable Association, the National Association for Multi-Ethnicity in Communications' mid-Atlantic chapter, the National Cable & Telecommunications Association and the National Cable Television Cooperation. More information about the Safari Club International Foundation's Sportsmen Against Hunger can be found at http://www.safariclubfoundation.org/humanitarian/sah/.
Thank You, Corporate Members!
Join and support ACC by becoming a corporate member. For more information on how your organization can join ACC as a corporate member, please contact Steve Jones at email@example.com or 202-222-2373. For membership details, go to www.cablecommunicators.org/mcorp.shtml.
Friends & Associates
PO Box 75007 Washington DC 20013 · Phone 800.210.3396 or 202.222.2370 · Fax 202.222.2371