Bell Atlantic Signs up Allstate Insurance for Direct Value$ Marketing Program
Advertiser's Message Dleivered Along with Bell Atlantic White and
March 19, 1997
BETHESDA, Md.-- For residences and businesses moving to
a new address
in the mid-Atlantic region, Allstate Insurance Company has a message
for you, delivered along with Bell Atlantic's White and Yellow Pages
Allstate has signed up for Direct Value$, a direct marketing services
program offered by Bell Atlantic Directory Services Inc., to target
new customers in Virginia, Washington D.C., and Maryland with its
Directory Ride Along New Movers program.
The New Movers program is a service that allows an advertiser's
insert, coupons, catalogs and product samples to ride along with the
Bell Atlantic directories. The insert is packaged in a carrier
envelope with a limited number of non-competing advertising materials
and shrink-wrapped to the directories.
"Reaching new customers is a priority for Allstate Insurance; that's
why we've chosen the New Mover's program. After the boxes are unpacked
and the extra keys are made, it's time to update auto, home and life
insurance. The New Movers program allows us to communicate with
potential customers within a few days of the move-in and to make it
convenient to have an Allstate agent contact them regarding their
insurance," said Mike Hamrick, marketing project manager, Allstate
Allstate Insurance Co., based in Northbrook, Ill., with more than 20
million customers and 45,000 employees, is utilizing the Direct Delivery
Network, a national organization that provides advertisers with an
avenue for national cross-boundary alternative delivery marketing.
Member companies of the Direct Delivery Network include Bell Atlantic,
Pacific Bell, Southwestern Bell, Ameritech, Bell South, GTE and US West.
Localities in the Bell Atlantic's mid-Atlantic region are the first
target in Allstate's plan to reach new movers.
"People want information that will help them make decisions relating
to their move, whether their concern is insurance, shopping, banking
or health care," said Dave Dague, product manager, Bell Atlantic
Direct Value$. "Our program provides a timely, alternative way for
advertisers to deliver their messages to potential customers."
Businesses also have the opportunity to choose the Initial Delivery
Directory Ride Along Program from Direct Value$. This service gives
advertisers the option to select specific demographic markets
including: zip codes containing high income levels, single family
households and high concentrations of specific ethnic groups with the
annual hand delivery of the directories. Furthermore, businesses can
elect to use the Direct Value$ turnkey creative services_design and
production of advertisements.
The Direct Value$ Direct Marketing program was introduced in 1991.
Currently, the program has more than 300 participating advertisers in
its mid-Atlantic region. Clients include Hechinger's, Acme
Supermarkets, Oxford Valley Mall and Peninsula Transportation
Bell Atlantic Corp. (NYSE:BEL) is at
the forefront of the new
communications, entertainment and information industry. In the
mid-Atlantic region, the company is the premier provider of local
telecommunications and advanced services. Globally, it is one of the
largest investors in the high-growth wireless communication
marketplace. Bell Atlantic also owns a substantial interest in Telecom
Corporation of New Zealand and is actively developing high-growth
national and international business opportunities in all phases of the