Bell Atlantic Ad Campaign Highlights Small Business Success Tools

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Bell Atlantic Ad Campaign Highlights Small Business Success Tools

Direct Response TV, Radio and Print Promote Services That Help
Businesses Grow

January 20, 1999


Jim Smith, Bell Atlantic

Tim McGowan, The Lord Group
Ed Beckley, Bell Atlantic Marketing Communications

NEW YORK -- Bell Atlantic is launching a fully integrated marketing
communications program aimed at demonstrating to small business owners
how various calling features can enhance their businesses.

The campaign, which features the music of the Isley Brother's classic hit
"It's Your Thing," and the voice of James Earl Jones, starts Jan. 25 in
northeastern markets and runs through April. The "It's Your Thing"
advertising will use television, radio, print, direct mail and Internet
promotions created by the Lord Group, New York.

"Our goal is to reach out to the growing number of small business customers
in New England, New York and the mid-Atlantic states. The campaign is
designed to show small business owners how Bell Atlantic can help improve
their customer service and their productivity, and to grow their companies,"
said Regina Novotny, Bell Atlantic group president, general business.

"Two 30-second and two 60-second television spots are central to the
campaign, and are designed to create calls and leads to our inbound
channels," said Janet Keeler, Bell Atlantic vice president of brand
management and marketing communications. The ads offer incentives for
ordering Bell Atlantic services such as Caller ID with name and Call
Waiting. The incentives, which are available to customers who call the toll-
free number in the ad, include a free caller ID display unit, or credits on
phone bills equal to the amount of the cost of a display unit, plus waivers of
certain connection fees through April 3.

Another offer is a helpful "Going for It/ Bell Atlantic Guide to Better
Business." This booklet provides small business customers with advice on
how Caller ID, Fax Messaging, Selective Call Forwarding and other Bell
Atlantic services can help them improve their business's performance.

One TV execution uses a "Classic Car" dealership to humorously show how
Caller ID with name can help companies improve their business. The
second spot, "Crib," highlights how
Bell Atlantic Internet products, such as faster Internet access, can help start-
up companies literally grow overnight.

"We believe that 'Crib' captures the spirit of a small business, and illustrates
how we can provide tangible solutions to help it grow," Keeler said.

In addition to TV, the "It's Your Thing" campaign features 60-second James
Earl Jones radio spots in the four markets. Radio directs listeners to the toll-
free number and to Staples stores, where customers can purchase Bell
Atlantic services. Businesses in those markets also will receive direct mail
packages, encouraging them to dial the toll-free number to order Bell
Atlantic optional services.

The campaign includes banner advertising and a new transactional Web site -- where Web surfers can order the business guide and
request that a Bell Atlantic sales representative contact them.

Bell Atlantic General Business Services offers an extensive suite of
communications solutions for small-to medium-sized businesses. Whether
for voice, data, images or video, Bell Atlantic's business solutions represent
a tailored approach for customers. Account team members and Customer
Response Center representatives work closely with business owners and
managers, educating and guiding them through the complexities of today's
communication technologies. To learn more about Bell Atlantic's
communications solutions, visit

Bell Atlantic is at the forefront of the new communications and information
industry. With 42 million telephone access lines and eight million wireless
customers worldwide, Bell Atlantic companies are premier providers of
advanced wireline voice and data services, market leaders in wireless
services and the world's largest publishers of directory information. Bell
Atlantic companies are also among the world's largest investors in high-
growth global communications markets, with operations and investments in
23 countries.

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