03.19.1997|Corporate

Bell Atlantic Signs up Allstate Insurance for Direct Value$ Marketing Program


Bell Atlantic Signs up Allstate Insurance for Direct Value$ Marketing Program

Advertiser's Message Dleivered Along with Bell Atlantic White and Yellow Pages

March 19, 1997


Media contacts:

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 directories.

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 Insurance Co.

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 Commission (Pentran).

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 industry.

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