Charter Communications wants to be the electronic "good neighbor" to its 5.7 million customers in 29 states.
The cable operator June 19 officially launched an internal and external image campaign designed to highlight consumers' "emotional connections" with Charter-delivered product, rather than focusing on functionality.
The tag line for the new campaign is Charter Brings Your Home to Life. The campaign is the result of two years of research and development, said Megan Griffith, vice president of creative services.
Consumer research, done in partnership with Greenhouse Partners of Colorado, showed that the Charter brand ranked low in performance and lacked points of difference from other brands. Company executives determined that Charter can strengthen its brand highlighting lifestyle benefits of company-provided telephone, Internet and video services.
A total of 20 new image spots were shot, and they began appearing June 15. Each division in the company will hold events in the next two weeks emphasizing the new value focus to employees. Good neighbors are helpful, cooperative, trustworthy and fun, Griffith said, and employees will be expected to demonstrate these values in customer contacts in order to improve end-to-end service experiences.
The internal image component and training was designed in partnership with Vaughn Weeden Creative of Albuquerque, N.M.