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Transcript:
Integrated Communications: How PR, Marketing and Other Departments Can Work Together Effectively
An ACC Online Chat – June 30, 2011
Download PDF version of the transcript
  Michelle_Butler

Welcome to ACC’s latest online chat – Integrated Communications: How PR, Marketing and Other Departments Can Work Together Effectively! During the next hour, we will discuss how integrated can help you achieve company goals. All are welcome to participate. We only ask that you remember that this is a professional forum and act accordingly.

Introductions

  Michelle_Butler

ACC has lined up three experts to help us dig deeper during this discussion. They are:

Amanda DeCastro - communications manager, Time Warner Cable

Cynthia Godby – communications manager, Time Warner Cable

Leigh Ann Woisard – vice president, public affairs, Cox Communications Virginia

  Cynthia_Godby

I’m communications manager for Time Warner Cable, serving systems in Southwest Ohio, Kentucky, West Virginia, Indiana and Illinois. I’m responsible for creating & implementing internal and external communication strategies using both traditional and “new media” techniques. I’ve had several great experiences working with other departments to help the company reach its business objectives. Most recently was transitioning the management of six systems in four states to the Southwest Ohio Division which literally required every department to work together.

  Leigh_Woisard

I am responsible for leading Cox’s public relations effort in VA – media relations, community outreach, employee communications and local origination programming. In this capacity, my team and I regularly collaborate with marketing, HR, sales, etc.

  Amanda_DeCastro

Hi! My name is Amanda DeCastro -- I'm a communications manager at Time Warner Cable in Columbus, Ohio. My primary responsibilities at TWC include media relations, marcomm promotions, social media and internal communications. Although I will say, some of our most successful programs (and my favorites!) have been integrated communications programs. Before coming to TWC I spent 5 years at a PR agency where I focused primarily on cross functional marketing and PR communication plans for a wide range of clients.

  Michelle_Butler

Welcome, everyone! Please feel free to ask questions!

   

 

Goals, Advantages, Challenges, and Results of Integrated Communications

  Michelle_Butler

What are your goals for your integrated communications efforts?

  Cynthia_Godby

To create competitive advantage, boost sales and profits, complete messaging, while saving money, time and stress. Plus for all forms of communications/ messages to be carefully linked together.

  Leigh_Woisard

At times, the goal is as simple as to work on projects that will directly impact the business. If we are doing this, nine times out of 10 we’ll be collaborating with key boundary partners such as marketing, and helping to produce meaningful results. If we are working on a project and that project only involves members our own PR department, it is a red flag to me that our results may be limited.

  Amanda_DeCastro

Our goals are simple -- increased visibility -- increased awareness.

  Michelle_Butler

Why would you want to do an integrated communications campaign? What are the challenges inherent to integration? The advantages?

  Cynthia_Godby

Challenges: The project may take longer because more departments/people are involved. Also, you may have to compromise. You can’t invite others to participate and then discount all of their suggestions. Advantages: Helps with “buy in”. Realize benefits of synergy, experience more effective, creative results and make sure all bases are covered & no opportunities missed. With my experience of integrating systems, the integrated strategies used resulted in a transition that helped employees make significant organizational changes that were virtually transparent to the customers.

  Leigh_Woisard

We want to work on integrated initiatives as they are often multi-dimensional and have a greater chance of driving business. The advantages are more substantial results.

  Amanda_DeCastro

One big advantage is that the different departments and forms of communication all have so much to offer -- why not capitalize on that?

  Michelle_Butler

How are you using integrated communications to achieve your company’s communications and business goals?

  Cynthia_Godby

We have a tool to educate employees about events that directly affect customers.  We call it a CIC –short for customer impacting communication. Once a week, a cross functional team (marketing, programming, billing, engineering, customer care and communications) has a 15 minute call to discuss what is coming up. The group decides what is “worthy” to communicate and discusses what the key points are. The communication team drafts the CIC which includes talking points – but sends to the group to review for accuracy before sending to all employees. This format allows the communication team to learn about things we might not otherwise know about – plus it helps make sure frontline employees are prepared and know how to handle. It also allows content to be driven by the subject matter expert, but smoothed out by communications. Interdepartmental task forces/teams are assembled at the beginning of a big project. If departments are added to the effort later, there’s less buy-in and you run the risk of not having made good initial decisions.

  Leigh_Woisard

A simplistic example involves community sponsorships and getting the company involved with initiatives that are good for the community and ones that build our image as a good corporate citizen while at the same time providing a marketing opportunity aimed at a key customer segment. This integration with marketing, sales and community relations helps our image in the community while driving sales opportunities.

  Amanda_DeCastro

One tactic we use is in our community -- we want to show our customers how committed we are to their kids and the community where we do business.

  Michelle_Butler

CIC sounds really impressive. What has been the biggest challenge in implementing it? Is it a newer program?

  Cynthia_Godby

The initial challenge was the buy in. Some departments are very protective of their information

  Cynthia_Godby

To overcome this, I created a few fake samples to illustrate the benefit

  Michelle_Butler

Cynthia, who came up with the "CIC" idea? Was there a lot of senior level support for it?

  Cynthia_Godby

We started it earlier this year and is now a big hit

  Amanda_DeCastro

Buy in is always tricky -- it's important to show the benefits to senior leadership for the buy in

  Cynthia_Godby

It was a joint effort based on customer care complaining that they never know what was going on. Marketing saying that they "sent an e-mail about it"

  Michelle_Butler

That's great that CIC has been a hit. Has it improved/increased results? Can you share how so?

  Vickie_Yakunin

Can you offer some examples of successful integrated partnerships from your areas?

  Amanda_DeCastro

We also use CICs in Columbus -- same sort of issue -- buy in was tricky at first -- but now our employees know about the CICs and look for them.

  Cynthia_Godby

Absolutely. We have it branded as "breaking news"

  Michelle_Butler

Is this an internal communication?

  Cynthia_Godby

All employees are now trained to stop everything to read the CIC as soon as it is sent.

  Cynthia_Godby

It is an internal tool that helps with external communication

  Amanda_DeCastro

Another thing we did was BRAND the CICs -- we wanted to make sure the brand came through to the employees. The "breaking news" aspect of it has really been a success.

  Jen_Hill

How do you get the CICs to 'hard to reach" audiences like technicians?

  Michelle_Butler

Why would you partner with other departments to achieve your communications goals?

  Leigh_Woisard

For impact. When you work with other departments, such as marketing, the impact is often greater due to added resources: research, budget, manpower, etc. This answer seems rather obvious. The more candid answer is that partnering with other departments helps the PR function to remain relevant. Partnering with other key departments – marketing, HR and sales to name a few – ensures our relevancy and heightens each function’s impact.

  Amanda_DeCastro

One of our biggest integrated communications plans is around HS football. Our production team films and broadcasts HS football games around our area. This served as an excellent opportunity to cross promote between marketing, web services, community relations and of course PR.

  Cynthia_Godby

We work very closely with marketing and with HR. In fact, we have an employee in our group that attends both of their weekly meetings. Since both of these departments are content drivers, the comm employee looks for opportunities we can work together. HR doesn’t always have to be internal. We have had great success working with them externally too. Such as promoting Job fairs and building employee engagement by securing media stories that highlight employee achievements.

  Melissa_Sorola

How do you demonstrate success of these integrated projects?

  Amanda_DeCastro

We took advantage of on-site branding and visibility, media relations -- working with sports reporters (who in this industry we typically don't interact with as much), social media and advertising

  Michelle_Butler

To follow up on Vicki's question: What are the best results you’ve achieved through integrated communications campaigns?

  CindyTincher

The relationship between PR and marketing is a no-brainer. Southwest Airlines completely restructured their org to ensure these two departments work together. And it's paid off.

  Leigh_Woisard

Recently, sales, marketing, strategic planning and PR worked in tandem to launch our new wireless phone service. At times, the process was painful – gaining consensus, arranging cross-functional meetings, figuring out which department was paying for what – but in the end, the results were more substantial than any one department could have accomplished working independently. All aspects of the launch plan from advertising to community relations to employee communications to the in-store sales activities supported and enhanced each other. Today, sales of our wireless service have far surpassed our forecasts.

  Cynthia_Godby

I had a great experience with integrating systems, the integrated strategies used resulted in a transition that helped employees make significant organizational changes that were virtually transparent to the customers.

  PaulaSmith

Recognizing that collaboration across functions will result in better communication, how do you balance efficiencies with "design by committee"?

  Amanda_DeCastro

Agreed, Cindy -- it's been interesting to watch Southwest's marketing and PR groups come together

  Leigh_Woisard

Thank you for sharing your success, Cindy. Everyone else, please feel free to share your integrated communications successes, challenges, results, etc.

  Amanda_DeCastro

Another we tried to do too is hit on demographics we hadn't reached before -- expanding past traditional media and advertising.

  Cynthia_Godby

Typically one leader needs to be defined to make final decisions. In some cases, I believe it is Ok to have different goals for the same project – but I encourage all to share with the rest of the team.

  CindyTincher

Ummm... I'm with TWCable, not Southwest Airlines! I wish I could say I've had their success in integrating our PR efforts with our marketing dept. But, that would be less than true!

  Amanda_DeCastro

Cynthia -- agree. The most important thing is communication between the groups and departments. There really needs to be one go-to person for the project.

   

Best Tactics and Tools for Integrated Communications

  Michelle_Butler

What are the best tactics or tools you’ve used in your integrated communications campaigns?

  Leigh_Woisard

First, take time to build relationships with the departments that are key to your integration strategy. The key is to build these relationships before you need something from these departments. Build cross functional teams among departments with similar goals. Constantly ask how I can use my tools of the trade to address a business need even if you think that business need is outside your “lane.” Also, share credit liberally when cross-functional success is achieved.

  Cynthia_Godby

File sharing sites such as Sharepoint, conferences calls and perhaps the most important - relationship building so the tool is in place before you need it.

  CindyTincher

When I try to find out what our marketing dept in Austin is doing for a specific product or service, I have to find out who the person is that is heading up that specific product or service and spearheading the campaign. Oftentimes I don't get feedback and send info for the customer newsletter on a product, only to find Marketing submitted information as well. It can be redundant energies on the same messaging.

  CindyTincher

So we have work to do here in ATX. We're not at Southwest Airlines level quite yet! ;)

  Cynthia_Godby

So true. That is why our CIC program has been successful.

  Amanda_DeCastro

Completely agree with Leigh -- building relationships is key. Also, understand the other department's objectives and determine how both groups can benefit from it -- also, keep in mind, at the end of the day, if the customer is positively impacted, we've done our job.

  Cynthia_Godby

It allows us to hear about everything - even if it doesn't turn into a CIC

   

Social Media and Integrated Communications

   

 

  Michelle_Butler

One trendy tactic right now is social media. Have you used social media for integrated communications? If so, why and how? How did they help?

  Cynthia_Godby

We do this on a daily basis. Social media is too strong not to utilize. We have had luck with Twitter, PitchEngine, blog posts and reaching out to general interest groups. Most of our success is around programming and job fairs. When we launched the NASA channel, we tweeted and received tons of thank you tweets back. Because the NASA channel is part of a subscription tier, it even increased sales.

  Leigh_Woisard

Yes, during outages; to promote new services; to help customer care.

  Amanda_DeCastro

Personally I’m a huge advocate for social media. I think social media really hits a new and different demographic that we’re not traditionally in front of every day. Also, it’s free. I really recommend capitalizing on the flexibility of it – and the fact that it’s real time. It’s been interesting to follow the trend from traditional PR – where select few are reporters to social media and bloggers where essentially everyone is a reporter!

  Cynthia_Godby

Don't give up home Cindy. :)

  Michelle_Butler

How do you deal with the challenge of everybody being a reporter?

  Amanda_DeCastro

You have to be proactive and responsive (and realize what you're getting yourself in to!!!)

  Cynthia_Godby

I think it is important to also know when to let it go.

  Cynthia_Godby

Sometimes it just isn't worth the fight.

  Amanda_DeCastro

It's also been a sounding board for customer complaints -- that's been a challenge too

  Amanda_DeCastro

But the best thing to do is capitalize on that opportunity to respond and react

  Michelle_Butler

It definitely sounds like social media has given rise to new challenges. What goals were you trying to achieve with the integrated use of social media?

  Leigh_Woisard

Awareness and ultimately use of our products and features. Often times, we want to spark a discussion on Facebook that involves customers telling other customers why a cable channel, show or product feature is great. This customer to customer endorsement is key. Other times we want to use social media to provide timely information to our customers, perhaps eliminating the need for them to have to call us. In general, social media affords us a way to create two-way dialog with our customers. It is immediate feedback that has implications for our customer care department, marketing department and for sales.

  CindyTincher

Social media/blogs that have attracted complaints have also attracted a few advocates, I've noted. Let's not forget to leverage our advocates out there!

  Cynthia_Godby

Cindy, so true. One thing that we have just started are "blog releases"

  Amanda_DeCastro

Our biggest goal was to get customers talking and responding. Everyone can post something -- but what we really try to do is post meaningful notes and posts to encourage to way conversation.

  Cynthia_Godby

Instead of sending a press release, we send a blog and hope the site posts

  Cynthia_Godby

It works well with special interest groups

  Michelle_Butler

Do you send press releases out at all anymore, Cynthia?

  Cynthia_Godby

Oh yes. Sorry for the confusion.

  Cynthia_Godby

We just treat them as different audiences

  Amanda_DeCastro

Another thing we really try to do too is make our TWC Facebook and Twitter pages feel like there is a real person behind them with real-time responses, answers and posts -- not just some cold, canned statements.

  Michelle_Butler

Social media types don't get press releases but traditional reporters do then?

  Cynthia_Godby

We use both but send to different publications based on what we believe will be "picked up"

  Amanda_DeCastro

Yes, Cindy! Bloggers are another demographic for us -- just like traditional media, they have viewers too! Just have to be careful with who we're sending to -- making sure the bloggers are legit! ::smile

  Cynthia_Godby

Correct. We send press releases to traditional media and blog releases to the new media crowd

  Cynthia_Godby

Pitch Engine is a nice way to blend them both

  Michelle_Butler

Can you tell us more about Pitch Engine?

  Amanda_DeCastro

We do blogger releases too -- much more social media aspects and embedded videos

  Cynthia_Godby

PitchEngine allows you to post a press release - but connect with social media tools

  Cynthia_Godby

The release shows when you do a search.

  Michelle_Butler

Is PitchEngine a url? software?

  CindyTincher

Plus you can integrate video into Pitch Engine. Broadcast media love that!

  Amanda_DeCastro

PitchEngine is a great tool -- if you do it correct, so many added benefits!

  Cynthia_Godby

When you land on it, it has a tweet prepared on the side of the press release

  Cynthia_Godby

users can click a button to send the tweet out

  Amanda_DeCastro

Def worth checking pitchengine out -- really helpful and beneficial

  Cynthia_Godby

Yes. We will connect small video clips as a teaser to gain interest for people to view our local programming

  Michelle_Butler

Has your use of social media increased employee or customer engagement?

  Leigh_Woisard

With regard to customer engagement, it has. The level of engagement continues to grow as the company’s social media plans become more sophisticated. Impressions per month are growing. Lots of good dialog about cable shows, and our products. Not all of it is always positive feedback but the dialog with our customers is what is important.

  Amanda_DeCastro

We've seen quite an increase in customer engagement. We've posted engaging comments and questions to get the customers talking. Encourage two way conversations. It’s one thing to post something – and it’s another to post something engaging posing as an opportunity for customers to respond.

  Amanda_DeCastro

But like I said earlier - social media provides a sounding board – for both positive (and negative) comments.

  Amanda_DeCastro

You just have to be proactive -- not reactive!

  Michelle_Butler

What other results have you achieved with social media?

  Leigh_Woisard

We have achieved the ability to better know our customers by gaining real-time feedback.

  Cynthia_Godby

In my experience, the best way to use Twitter is to link to another group in your tweet. Once you connect, they will retweet. One of our greatest successes was connect to the local roller derby team. I was shocked by their following.

  Michelle_Butler

Amanda, do you have any tips how to be proactive instead of reactive?

  Amanda_DeCastro

We use Twitter to "live tweet" during customer events -- we post photos and information about what's going on...Also, check out 4Square!

  Amanda_DeCastro

In order to be proactive, you have to monitor -- if you (the company) is committing to social media -- you have to be committed. Customers will quickly lose interest if they see an not updated page, hanging customer questions, etc

  Michelle_Butler

Tell us how you use 4Square, Amanda.

  Amanda_DeCastro

Sure -- 4Square is a fun tool -- it's like "checking in" on Facebook. We created TWC "locations" during events and have people check in. Eventually we'd like to reward customers who come up and say they've checked in to the TWC booth or event for a prize. (similar to have restaurants and stores do discounts if you show you've checked in)

  Michelle_Butler

How do you monitor social media? Do you have any favorite tools to help you with this?

  Amanda_DeCastro

Hootsuite is my favorite!

  Amanda_DeCastro

It allows you to monitor multiple Twitter names

  Amanda_DeCastro

Also -- the BEST feature is it allows you to schedule tweets

  Cynthia_Godby

I agree with Amanda. Hootsuite is wonderful.

  Amanda_DeCastro

We use that feature a lot - if we know things are coming down the pipeline (upcoming events, product roll outs, etc) we schedule them in advance.

  Cynthia_Godby

It always is easy to see when you are mentioned - even if it was a direct message

  Cynthia_Godby

oops. also, not always

  Amanda_DeCastro

There are many tools like HootSuite that help monitor your tweets, DMs, etc and they are very helpful!

  Cynthia_Godby

Hootsuite plays nicely with PitchEngine too

  Amanda_DeCastro

It's also helps with reporting -- all the information is in one place-- so I can back track and see what sorts of complaints we got, who was engaged, etc.

  Amanda_DeCastro

Social media reporting is tough -- but these tools certainly help

  Michelle_Butler

How do you integrate your social media efforts with other departments? Who is ultimately in charge of your company's social media efforts?

  Amanda_DeCastro

In our division, social media lives in our communication department (me) -- but I work with the different departments to get information to post about (marketing events, giveaways, new products, new movies on demand, etc)

  Cynthia_Godby

Sometimes it is a challenge to get marketing to let communications have the final say

  Leigh_Woisard

To answer Paula's question from earlier about design by committee: I think it starts with having a common understanding of the goals of the projects. I think you have to spend time with the committee or project team to give them background. Sometimes we jump right in to the work without spending enough time on the desired outcome or goal.

  Cynthia_Godby

they want to use it to push out pricing and campaigns - but that can get you into trouble

  Amanda_DeCastro

We really try to position our social media outlets as all encompassing -- a balance of everything local -- and national.

  Cynthia_Godby

Social media works best when you use it for relationship building. This goes back to Amanda's proactive vs. reactive statement

  Michelle_Butler

This makes me wonder: What are the biggest challenges inherent in your integrated communications campaigns?

  Leigh_Woisard

Integration and collaboration with other departments/team is hard work. At times, it seems easier to work within a specified department or within your own “lane.” That is a short-sighted approach.

  Cynthia_Godby

Getting the needed info and others meeting their deadlines so I can meet mine.

  Amanda_DeCastro

One tip is to plan, plan, plan! Everyone is so busy and things are easily overlooked – but it’s the little things that truly make a big difference. The extra step, the extra media call, the extra logo placed – it’s all added value and visibility!

  Michelle_Butler

I bet senior management might be able to help with this. How do you obtain buy-in for your integrated communications efforts from senior management?

  Cynthia_Godby

Give them specific examples of how this will benefit their department and ask one of their peers to “go to bat” for you.

  Leigh_Woisard

Senior management wants this type of collaboration. They really don’t need to be convinced because typically they want teams to collaborate and focus on common goals. They don’t want a splintered approach. I never heard my GM say stop all this integrated and collaboration! To the contrary, he wants more.

  Michelle_Butler

How are integrated communications efforts governed? In other words, who makes the important decisions, sets the overall goals, provides the budget, etc.

  Leigh_Woisard

It depends. Your role or the role of one particular department will change from project to project. Sometimes you lead the effort and other times you play a supportive role. The key is to be a reliable and accountable partner in all circumstances.

  Cynthia_Godby

In most of my experiences, the budget stems where the project originated. Typically one leader needs to be defined to make final decisions. In some cases, I believe it is Ok to have different goals for the same project – but I encourage all to share with the rest of the team.

  Vickie_Yakunin

There's a lot of focus on growth opportunities in the commercial services part of our business. It has been great to learn about your success in working with HR, marketing, etc...Can you share examples of partnerships that have integrated commercial and perhaps media sales?

  Amanda_DeCastro

We're actually in the process of working with media sales to be part of our HS football production campaign -- they are presenting the opportunity to some of their clients to be part of the games of the weeks -- including the client logo, etc.

  Michelle_Butler

There's about 10 minutes left. Please ask any questions you still have about integrated communications!

  Amanda_DeCastro

Marketing, web services, etc are no brainers -- but branching out to media sales and other groups like that will hopefully be just as rewarding and at the end of the day provide added value and awareness

  Michelle_Butler

More than 10 years ago, I worked for Time Warner Cable and marketing used to work with media sales to do promotional events for ad clients, e.g. soprano screenings, etc. Is that still common?

  Amanda_DeCastro

Our marketing team works with media sales -- our PR department is just starting to get our toe wet figuring out how we can benefit each other -- and the HS football partnership is a good first step!

  Cynthia_Godby

We typically work with the commercial side on blog posts and traditional media that are business to business related

  Amanda_DeCastro

Media sales also sends us tweets to tweet!

  Michelle_Butler

How do you interact with other departments in the company? Who do you partner with the most? Do you work closely with marketing?

  Leigh_Woisard

We work very closely with departments like sales, marketing and HR to name a few. I know these departments’ goals and they know mine. Knowing what we each need to achieve and where the intersections are is important.

  Amanda_DeCastro

We work pretty closely with marketing and HR -- depending on the project.

  Cynthia_Godby

We work with marketing and HR the most, but we are expanding with customer care.

  Amanda_DeCastro

Employee relations is a big project for us so we work closely with HR to promote both local employee recognition programs as well as our corporate ones.

  Cynthia_Godby

Today's customer wants more than one way to report issues or ask questions.

  Michelle_Butler

Vickie - in the Beacon entries, I have seen Public Affairs departments work with media/ad sales clients through their community involvement projects and sponsorships.

  Cynthia_Godby

It is important to have a tool for everyone.

  Amanda_DeCastro

We actually just had a conversation today about capitalizing on customer care

  Michelle_Butler

Any final questions? Any final thoughts?

  Michelle_Butler

Any advice to people trying to increase their integrated communications efforts?

  Leigh_Woisard

Regarding work with commercial and media sales, Yes, we launched a Cox Conserves Hero program and awarded grants to individuals who are working to preserve open spaces, etc. It was a multidimensional program. One of Cox Media's clients signed on as the sponsor. This sponsor has many "green" initiatives so it was a good fit for them. We co-branded PSAs, award ceremonies and a special Cox Conserves Hero public affairs show with the sponsor's name. The program struck a nice balance of community outreach and advertising sales.

  Cynthia_Godby

Sometimes creating false deadlines can help. I also find it useful seek out other sources such as a lower level employee for the information but then circle back to approver before finalized. Once you have most of the information, you can draft something and ask the subject owner to fill in the blanks. Gentle nagging with e-mails, phone calls and unplanned office visits are sometimes needed.

  Michelle_Butler

Thanks, everyone, for participating! Last chance to ask questions...

  Amanda_DeCastro

Thanks so much for letting me be part of today! I think integrated communications is a powerful strategy and if done correctly can really benefit our customers and our employees!

  Cynthia_Godby

So true. I believe we will see the important of integrated communications get stronger and stronger.

  Michelle_Butler

Thank you for participating in ACC’s latest online chat. ACC offers an e-learning opportunity every month. Check http://www.cablecommunicators.org/resources_oee.php for more details. Please feel free to contact me at mbutler@cablecommunicators.org or 202-222-2372 if you have any suggestions for future topics, feedback on this chat, questions, etc.

  vicki

good info - thanks

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