Time Warner Cable & Common Sense Media Connect K-12 Education Customers to Internet Safety Tips

By: Vickie Yakunin, Community Investment Director, Business Class and Media Sales

The Time Warner Cable Corporate Brand & Reputation team recently partnered with Common Sense Media (CSM) to develop customized Internet safety information for K-12 education customers served by TWC Business Class. Common Sense Media (CSM) helps families, educators and policymakers make smart media choices. CSM offers the largest library of educational ratings and reviews for movies, games, apps, TV shows, websites, books, and music. CSM provides educators with tools to help students make safe, smart and ethical decisions in the digital world. TWC Business Class is the commercial services division of TWC. Business Class provides telecom solutions for small, medium and enterprise business customers, including K-12 and higher education.

In partnership with Business Class, the Corporate Brand and Reputation team identified opportunities where we could utilize our department resources to support and grow business for the commercial services group. Our goal was to provide education customers with valuable information on how to stay safe online and to help enhance the relationship between the account executive and their customer. For the first time ever, TWC utilized its partnership with Common Sense Media to develop customized Internet safety tips that would be offered, free of charge, to our valued K-12 education customers.

We distributed the information through a number of digital platforms. We created a customized email (attached) which was sent to the customer from their account executive. This valuable internet safety information was distributed to more than 3,000 customers. We had an amazing 42% open rate and none of our customers opted out of receiving emails from Business Class.

In addition, we repurposed the Internet safety information for the AE’s to use on their social platforms including LinkedIn, Facebook, Twitter and Google+ pages (attached). The goal was to share information with the AE’s network and to demonstrate the additional value customers receive, if they select Business Class as their service provider. This project really highlighted TWC’s commitment to Internet safety/digital literacy, while also supporting our Business Class AE’s with existing and potential customer relationships.