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IGS Proposal Industrial Bank Volume 2: Corporate Experience

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Event Planning and Marketing Services for<br />

Comcast XFINITY<br />

Contracting Number: N/A<br />

Contract Type: Firm Fixed Price<br />

Client’s Name/Address: Comcast XFINITY<br />

Contract Value: $10,000<br />

Period of Performance: Spring 2016<br />

Project Lead: Kendra McGee<br />

Mid-Level Manager: Taren Henry<br />

Multimedia Specialist: Jordan Bogner<br />

DUNS Number: 028461106<br />

Contract Office: Comcast XFINITY<br />

Contracting Officer Representative:<br />

Aimee Metrick,<br />

Aimee_Metrick@cable.comcast.com<br />

Contracting Officer: Eliza Findlay,<br />

Eliza_Findlay@cable.comcast.com<br />

Synopsis of Work Performed:<br />

<strong>IGS</strong> provided the Comcast Beltway Region’s public relations and marketing team with a fast and<br />

cost-effective solution to connect and recruit leading mom bloggers in the DC metropolitan area<br />

with the potential to become Comcast advocates to attend an invitation-only “lunch and learn”<br />

event. This event featured an XFINITY learning lab with hands-on demonstrations and a parenting<br />

discussion moderated by local news anchor, Eun Yang. <strong>IGS</strong> leveraged internal networks, our<br />

influencer marketing expertise, and analytic software to strategically create a value proposition<br />

that engaged bloggers without depending on paid participation as a motivator – a common<br />

practice and expectation for most influencer marketing campaigns. Notable results include:<br />

► 95 percent attendance by pre-registered attendees<br />

► Total digital reach of 1,061,488 followers<br />

► Secured 209 pre- and post-event social media posts using the event hashtags #XfinityMoms<br />

and #ComcastConnects within 14 days after the event.<br />

► 12 blog posts<br />

► 159 Twitter posts<br />

► 17 Facebook posts<br />

► 32 Instagram posts<br />

► 1 YouTube post<br />

Although all event logistics were coordinated internally by Comcast, <strong>IGS</strong> provided insight and<br />

guidance pertaining to the bloggers’ experience and ultimately how to maximize Comcast’s<br />

return on investment. Top services provided include:<br />

Brand Research and Analysis:<br />

<strong>IGS</strong> researched Comcast XFINITY products and services in order to develop qualifying criteria<br />

used to identify influencer candidates.<br />

Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />

duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 23

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