21CN Migration Communications
As preparations for Pathfinder continue there is another piece of work taking place in parallel that addresses the requirement to actually inform customers about the migration. Communication Providers (CPs) have agreed to undertake a unique, independent communications programme to promote the process of migration to the new 21st Century Network.
The programme will focus on the migration and the effect on customer’s basic communications service (voice and broadband). It will not encompass the promotion of the value added services that 21CN will enable. The promotion of these services will continue to be the responsibility of each and every communications provider via their own marketing activities.
An essential component of this campaign will be an independent brand identity for the migration communications, agreed by the industry, with the sole purpose of communicating the process of migration.
Carlson Marketing has been appointed to undertake communication and response management activities for this programme. In the first phase Carlson are preparing a contact centre and website set up specifically for the migration programme. Carlson will also organise door drops in areas prior to migration and will compile a communications toolkit for communication providers to use. Communications activities will be directed at consumers and small and medium enterprises with support provided to communication providers for their corporate customers.
Carlson, working with representatives from the industry, are busy preparing these key channels at the moment and we will keep you posted on progress in future bulletins.