Bill Sledd

Still, the system is preparing to launch a series of television ads comparing Cox's cable service to DBS, according to marketing director Bill Sledd.The ads have been created by Cox's corporate marketing staff.But the system also has a slate of locally produced promotions that concentrate on its customer service and commitment to the community.

"We focus a lot on service and that small town community feel," says Sledd."We use a lot of the corporate-created marketing material, which helps our budget, and the ads are well-produced.But we also spend a lot of time on our local image.People know where we live.They know where our building is.They know who we are.They stop us in the grocery store and tell us about their cable experiences.
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Indeed, the system's basic cable is 70% penetrated, according to Sledd.Scarborough Research points out that expanded basic and digital basic services are 33% and 37% higher, respectively, than the national average.Only 10%--40% below the national average--subscribe to a DBS service, according to Scarborough.

Roanoke's position on the East Coast gives it ready access to two-thirds of the total population of the nation within a radius of 500 miles.
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That's actually not too surprising when you consider that PC penetration in the area is around 70%, says Sledd.High-speed data sales have been strong, and the numbers continue to grow, although the company declined to provide statistics.

Cox Roanoke pushes the two-product bundle, and Sledd says results have been positive.The company is constantly running specials, especially on its website, which gets a lot of traffic, he says.The bundle message is working, too, he says.Basic churn is around 2% a month.HSD churn is under 3%.And digital churn is around 5%."People are sticking with us," he says."We're ahead of our projections for revenue and RGUs."

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"We found that the local newspaper isn't a good place for us," Sledd says."We've just never gotten good response rates from the ads there."

That's something echoed by Goodman Honda's Coyle."A full-page ad in the daily paper is $5,500 for one day," he says."I can buy a lot of cable for that and get much better results."

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Bill Sledd, Marketing directorSledd joined Cox in 1985 as controller.He was promoted to head the marketing department in 1990 and then to director in 1998.He is a graduate of Roanoke College in Salem, Va., and is also a CPA.He previously held various accounting-related positions in the Roanoke Valley and is a board member of the Science Museum of Western Virginia.

COX COMMUNICATIONS, ROANOKE

THE BASICSEMPLOYEES: 160HOMES PASSED: 84,859

"We have enjoyed serving our Roanoke neighbors for many years," said Bill Sledd, Roanoke's director of marketing for Cox.
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"Our goal is to offer phone service in all our markets," Sledd said.

He said local customer service sets Cox apart from its competitors."If someone wants to walk in our lobby and talk to someone face to face they can do that."

Cox will send a technician free of charge to a customer's home to install the necessary equipment to have Cox phone service, Sledd said.

William H. SleddMarketing ManagerCox Communications5400 Fallowater LaneRoanoke, VA 24014(540) 776-3844(540) 776-3847

William H. SleddMarketing ManagerCox Communications5400 Fallowater LaneRoanoke, VA 24014(540) 776-3844(540) 776-3847William.Sledd@Cox.com

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