Formoreinformationcall+1.877.427.5076www.helloneustar.bizFormoreinformationcall+1.877.427.5076www.helloneustar.biz Neustar® — Guide to Smart SMS Marketing How Travel, Tourism and Hospitality Companies Can Use SMS A whitepaper on the benefits of SMS to travel, tourism and hospitality sectors in their communication with customers and guest A Mobile Marketer presentation By Dan Butcher, staff reporter at Mobile Marketer INTRODUCTION Why SMS for Travel, Tourism and Hospitality The general availability of SMS — those 160-character messages exchanged on mobile phones — on everything from the most basic handsets to the most feature-rich smartphones makes text messaging the lowest common denominator for information dissemination, for sending out alerts, mobile coupons and other incentives driving consumer loyalty and encouraging repeat bookings and visits. Moreover, consumers do not need smartphones or expensive data plans to sign up for alerts or receive an offer. Under-served segments of the population, especially in terms of Internet access and other information-delivery mechanisms, can also be reached using SMS. Put simply, the key benefit of SMS to the travel, tourism and hospitality sectors is the ubiquity of SMS — which nearly 100 percent of mobile phones can support — and the high likelihood of text messages being read soon after receipt. As mobile phones overtake landline service in many homes, permission-based mobile communications becomes even more critical for travel, tourism and hospitality companies. In this white paper, we will discuss how SMS can help companies and organizations in the travel, tourism and hospitality sectors disseminate alerts and calls-to-action quickly and to a wider base of population, driving traffic and increasing revenue. These calls-to-action, asking consumers to text a keyword to a common short code to opt in to receive text messages from a certain travel or hospitality company, can be disseminated almost anywhere, from traditional media such as television, radio and out-of-home to digital media such as wired and mobile Web sites, email and applications, as well as in-store and in-venue via physical or digital signage. Since most consumers have their mobile phone within reach and keep the device always on, they can respond to alerts, deals and discount offers, new product announcements and other calls-to-action anytime and anywhere, simply by sending a text message. Another benefit of SMS is the two-way communication that is achieved with the general population. Indeed, SMS offers a simple and effective way to communicate with consumers when they are in the process of making travel plans and purchase decisions, keeping them up-to-date on sales, influencing which brand or destination they choose and driving them to specific bricks-and-mortar locations with mobile coupons or other incentives. This opens the door for companies in the travel, tourism and hospitality sectors to re-market to opted-in consumers by sending them targeted, relevant messaging that adds value by providing incentives for participation and streamlining consumers’ travel experience. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 2 INTRODUCTION Why Short Codes Matter As the mobile messaging leader, Neustar helps brands and organizations connect with mobile users through its partnership with CTIA — The Wireless Association, the leading trade association for wireless carriers nationwide. Through the carriers’ Common Short Code Administration at http://www.usshortcodes.com, Neustar enables marketers and government agencies to lease five- or six-digit common short codes. These short codes then allow the leaseholders to communicate with their constituencies via SMS and selected keywords. Contact the registry for any short code needs at sales@usshortcodes.com. The SMS opportunity for the travel, tourism and hospitality sectors is immense. SMS not only improves communication between companies/organizations and customers/guests with speed, but also cuts down waste. It is the ideal tool for hotels and resorts, airlines and tourism organizations in an age when everyone is mobile. This white paper will spell out the SMS opportunity and offer definitions on common short codes and keywords. The document will also supply tips on how to set up and deploy an SMS program. Several case studies showcasing SMS use by companies and organizations in the travel, tourism and hospitality sectors throughout the world and nationwide will support the case for using common short codes as a marketing tool to drive sales and improve your bottom line. We wrap up with best-practice tips and how to lease a common short code. It is our hope that you enjoy “How Travel, Tourism and Hospitality Companies Can Use SMS.” This is one in a series of white papers produced to offer a roadmap to smarter SMS outreach. Enjoy the text. Diane Strahan Vice President of Mobile Services Neustar Mickey Alam Khan Editor in chief Mobile Marketer and Mobile Commerce Daily Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 3 GUIDe TO SMART SMS MARKeTING Case Studies: Airlines Airlines have been using SMS for some time now to cut call center costs, improve customer service, send out alerts for flight delays and cancellations, and bolster their marketing initiatives. Here are a few examples: Southwest Airlines taps SMS to streamline customer service Fred Taylor is senior manager of proactive customer service communications at Southwest Airlines, Dallas Southwest Airlines is using SMS to cut airport wait time and inbound passenger calls. The airline uses SMS to alerts passengers of flight delays, cancellations and gate changes. Southwest noticed two trends that made it more important to contact passengers on their mobile devices: More voice messages were being left, which created the potential to miss critical flight information. Also, many passengers started listing mobile phone numbers and email addresses as their primary mode of communication when purchasing tickets. Southwest needed a way to reach these customers over their preferred channel while maintaining streamlined communications that integrated easily with its existing customer service infrastructure. Southwest achieved both its goals by upgrading to the Varolii Unified Interact Platform, which offers a fully unified communications platform that enables easy and effective one- to-one communication. Southwest used Varolii’s pre-recorded automated outbound messaging service to notify customers of flight cancellations, offer an apology and explain the new arrangements being offered, as well as provide the option to transfer to a call agent. The new SMS strategy is designed to increase proactive passenger outreach, reduce inbound calls and improve contact center management. Noticing the dependency on mobile, Southwest wants to adapt to the lifestyle of its passengers. Hawaiian Airlines runs SMS sweepstakes with MLB’s Padres Hawaiian Airlines goes mobile Hawaiian Airlines ran an SMS sweepstakes to build its mobile database and activate its television sponsorship of Major League Baseball’s San Diego Padres. The strategy for Hawaiian Airlines was to complement its TV exposure in the San Diego market with a mobile call-to-action that aired on the local Cox Media affiliate during every Padres baseball game throughout May. The campaign, which was powered by Ping Mobile, prompted viewers to text in a unique keyword to short code 269411 for the chance to win two roundtrip tickets to Hawaii on Hawaiian Airlines. The challenge for Hawaiian Airlines was to engage viewers of MLB’s San Diego Padres games to get them to double-opt-in to receive targeted future remarketing messages from the airline. The airline chose mobile as the primary means of entry because of its convenience for the viewer and the forward equity for the client that now has more than 3,000 remarketing opportunities, according to Cox Media. Hawaiian Airlines uses SMS to impress Padres fans The various keywords in the televised call-to-action included SURF, PADRES, PALM, COCONUT, WAVE and ALOHA. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 4 GUIDe TO SMART SMS MARKeTING Once they texted in, consumers received an initial offer via SMS: “You are entered 2 Win! Winner notified within 72hrs via txt msg. Keep watching Padres Baseball for more chances 2 Win! Brought 2 You by Cox+Hawaiian Airlines!” Then,in compliance with Mobile Marketing Association guidelines, these consumers received the double-opt-in offer: “Reply YES for 10 more entries 2Win & get Hawaiian Airlines & Cox Xclusives. std txt rts apply. max4msgs/mo. Reply YES Now!” Mobile sweepstakes are catching on with the San Diego Padres Finally, they received the double-opt-in confirmation: “Success! U have 11 entries 2 Win & are subscribed! 2Quit txt STOP @ any time. Keep Watching Padres Baseball for More Chances 2 Win!” Hawaiian Airlines gave away 10 prizes packages, for a total of 20 tickets to Hawaii. Mobile was the best channel for Hawaiian Airlines because it provided a fully interactive and impulsive medium, according to Ping Mobile. It will also streamline remarketing efforts in a targeted and cost-effective manner. An especially attractive aspect of mobile is this: the ability to send out spontaneous remarketing messages for last-minute campaigns — for example, filling empty seats on flights. Mobile was a proven fit for Hawaiian Airlines particularly because this was a campaign renewal, according to Ping Mobile. Hawaiian Airlines ran its Trip-A-Day-Give-Away campaign last year. In 2008, more than 75 percent of respondents used SMS as their method of entry, while in 2009 more than 99 percent of entrants used mobile when given the choice to enter the sweepstakes online versus via their mobile device. Incentivizing consumers to opt-in to marketing from an airline is an incredibly difficult challenge. However, the amazing prize provided by Hawaiian Airlines and the prominent placement of the call-to-action enabled the campaign to achieve its predefined goals. American Airlines taps SMS for mobile CRM American Airlines’ Notification Center, launched in 2009, is accessible from each customer’s My Account section on AA.com. The center lets customers set their flight status notification preferences one time and then automatically receive messages for all their future flights, as long as their AAdvantage number is included in their flight reservation. American Airlines has also launched 2D bar code mobile boarding passes When setting up a profile, customers choose how they would like American to notify them, by phone, text message or e-mail. The following is an example of a text message a customer would receive: “FLIGHT INFO AA 1234 ON TIME DEPARTS DFW 11:30AM GATE A23 ARRIVES ORD 12:52PM GATE B34 BAG B35.” The AA.com Notification Center also makes sharing these updates easier by letting AAdvantage members save up to 10 contacts in their profile. American then will automatically provide the member — and the member’s selected contacts — with the desired flight information. Delta Air Lines, Alaska Airlines and Horizon Air are other examples of airline brands that have embraced SMS. In addition, third-party travel booking sites such as Orbitz.com use SMS to provide up-to-date information on flight status, including the average time of delay and how long it may last, average security wait times by terminal and by check point, nearby hotel room availability, as well as traffic, parking and weather. When customers book a flight with Orbitz, they can set up their preferences and enable SMS alerts at the TLC Travel Update or My Account sections. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 5 GUIDe TO SMART SMS MARKeTING Hotel and Resorts The hospitality industry also uses SMS as a tool for improving customer service. Text messaging should be a key aspect of the customer relationship management initiatives and loyalty programs of all hotels and resorts. Providing information about on-site events, as well as dining and entertainment options, can boost revenue for the properties. In addition, mobilizing a hotelier’s existing loyalty initiatives can increase convenience and customer participation. Offering incentives such as mobile coupons via SMS is easy for the hotel or resort to distribute, and easy for consumers to redeem. Receiving a text message now and then from a hospitality brand keeps the hotel or resort top of mind, and could be the difference between a consumer deciding to remain loyal to that brand or stray to a competitor. MGM Mirage runs mobile marketing programs across properties Mobile’s real in New York-New York The promotions also include real-time offers texted to guests’ mobile phones, property information and entertainment promotions such as deals on show tickets or meals in hotel restaurants. These initiatives are all about ensuring the guest gets the right offer or incentive based on the guest’s interests, playing history and location in or out of market. This approach ensures that guests see this program as a tangible benefit from MGM Mirage, and thus drives revenue for MGM Mirage. Mobile’s real in New York-New York Gaming giant MGM Mirage has thrown its full weight behind mobile marketing with opted-in offers for guests at six casino/ hotel properties in Las Vegas and Detroit. The company is working with Acuity Mobile and interactive marketing services firm Acxiom Corp. to power mobile marketing programs to guests for the duration of their stay. The mobile marketing programs are live at the Mandalay Bay, New York-New York, Monte Carlo, The Mirage and Treasure Island in Las Vegas as well as the MGM Grand Detroit in Detroit. Guests at these MGM Mirage resorts can text a keyword to a short code to opt in to get targeted special offers, alerts, contests and quizzes via SMS. Say hello to deals Mobile is ideal for any sort of perishable inventory such as show tickets, buffets and hotel rooms. So allowing line managers at the various properties to trigger campaigns, when the inventory would otherwise go to waste, all in a very controlled, meter-able environment is just good business. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 6 GUIDe TO SMART SMS MARKeTING Harrah’s runs mobile loyalty pilot for Rio property High bar for iBar Harrah’s Entertainment Inc. is using mobile marketing — specifically SMS — to target personalized promotions to opted- in guests at the Rio All Suites Hotel and Casino in Las Vegas. The company also tapped Acxiom Corp. and its Acuity Mobile technology partner to provide real-time offers, property information and Total Rewards Club loyalty points balance to Rio guests on their mobile phones. Harrah’s is the world’s largest casino operator worldwide, with brands such as Caesars, Horseshoe, London Clubs International and its eponymous casino chain. The company also owns the World Series of Poker. The foray into mobile is key for a casino giant such as Harrah’s that banks on its loyalty rewards program members for repeat business. Adding mobile extends the reach of the Total Rewards program. Chips down on mobile As the pilot program at Rio shows, mobile also helps fill seats. Harrah’s resorts have a certain amount of perishable inventory such as show tickets and restaurant reservations that SMS can promote to drive more value. If show tickets go unused, there is no value to either Harrah’s or its customers. Diamond ring Acxiom, Little Rock, AR, has put together multilayer mobile programs for SMS texted offers using its Impact-X Mobile platform that is powered by Acuity Mobile’s technology. For example, Rio guests can text RIO to the 227466 (CASINO) short code to opt in for offers. A return text will confirm that the opted-in guest will receive four offers for the next four days. A typical Rio’s guests stays four days at the property, hence the four-day limit for offers. In addition to those steps, guests can also opt-in to download the Rio Text-Offers mobile application. The first text dynamically generates links to download the application or WAP. Essentially, users can pull information as well as receive offers from property restaurants, shows and entertainment through their stay. They can also check their Total Rewards points balance and status on the mobile site. The objective here was to get consumers to opt-in and register with the program in order to get access to the offers and benefits, so Harrah’s did not orient it to be a standalone mobile Web offering. This mobile marketing program can serve as both an on-ramp for new customers to become highly brand-engaged, loyal customers as well as provide valuable loyalty offers via SMS to keep Harrah’s rewards members happy. Guests and players are informed about the mobile program at the Total Rewards desk, via promotional cards with their check-in information and through Rio staff informing customers if they are waiting to check into the hotel. On-property signage and signage around other Harrah’s Las Vegas hotel casinos such as Flamingo, Bally’s and Paris add to the awareness of the mobile program. Harrah’s is capitalizing on the strengths of SMS-database-driven mobile marketing to get the most relevant and timely offer to the customer most likely to find value from it. SMS is helping Harrah’s to continue to grow and fortify its loyal customer base by extending the ROI of their investment in their database marketing and loyalty infrastructure with one of the most cost-efficient communication channels available. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 7 GUIDe TO SMART SMS MARKeTING Hard Rock goes for customer loyalty with mobile presence Hotel and restaurant chain Hard Rock International selected Air2Web to create and manage mobile interactions to deepen and extend brand loyalty among customers via SMS The Hard Rock brand is eager to capture and keep the attention of a customer base. The brand tapped Air2Web’s mobile marketing service CampaignPRO to promote Hard Rock Cafes, Rock Shops, Hotels, events and products through SMS. Consumers are increasingly relying on their mobile phones, and entertainment companies must respond with right-time and right-place offers. Once Hard Rock customers opt in to receive text messages, the brand can influence and enhance their experience in a way that matters most to them. For example, Hard Rock’s initial mobile campaigns focused on promotion alerts and cafe locator services. Air2Web claims that mobile marketing services featuring SMS deliver more customer stickiness and higher sales at a lower cost to Hard Rock versus more traditional marketing channels. eldorado hotel integrates mobile with existing email marketing initiatives The Eldorado Hotel & Casino is effectively using SMS alongside its email marketing campaigns for a more integrated approach to digital marketing. Using Lyris HQ’s advanced analytic features, Eldorado is also able to have holistic insight into campaign success across all of its digital marketing channels, including SMS, helping Eldorado to better target and engage customers. Marketers are under more pressure than ever to drive performance from their online marketing campaigns, while reducing cost and complexity. By using Lyris HQ to orchestrate campaigns across multiple channels, such as email, mobile and social, this opens up new opportunities for Eldorado to build a more consistent experience and engage with their customers anytime, anywhere. Eldorado has been targeting its guests via SMS, giving them instant special offers from its hot spots such as restaurants and night clubs. The hotel-wide mobile program lets Eldorado target guests with hotel offers, entertainment alerts and dining deals, especially consumers in their twenties. Eldorado usually attracts the 35–65-year-old demographic and is using mobile as an effective way to reach twenty-somethings. The hotel has a pretty substantial email list and therefore provides the mobile call-to-action within email campaigns to get consumers to join the mobile club by texting keywords ELDORADO or LEGACY to short code 71266. Eldorado saw immediate booking and revenue from the SMS initiative. With SMS, being timely and relevant is absolutely essential. Eldorado wants to get to the point where it is able to understand when its customers are on the property and offer promotions at various venues. The hotel sees mobile as a way to help it fill seats at shows and drive customers to its venues. Eldorado can send a relevant offer via SMS with a timely call-toaction that is good for consumers because they get a discount and Eldorado is able to fill empty seats. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 8 GUIDe TO SMART SMS MARKeTING Red Jacket Resorts rewards loyalists via mobile Mobile card received at checkout Red Jacket Resorts has created a mobile rewards club for guests that it is promoting via a multichannel effort. Triad, the resorts’ advertising and idea agency, created the Red Jacket Marquee Club to provide exclusive specials and perks for members only. To join the Marquee Club, guests need to opt-in to the program by texting the keyword FUNAWAY to short code 89800. KaOoga is powering the mobile club. With a growing database and low opt out rate, Red Jacket will be able to count on their SMS program as an avenue to generate more business. After creating a club that people would want to join, the next step was promoting it. Triad helped Red Jacket achieve this through many different media outlets, from email blasts to the resort’s database and Boston radio listener club databases, to online ads, direct mail, Facebook fan pages and sign-up cards presented to guests at checkout. Every advertising and marketing effort has a call to action to join the Red Jacket Marquee Club. Here is a screen grab of online banners promoting the mobile club: Here is a screen grab of an email blast to the resort’s database: In addition to offering specials, Red Jacket has also used texting to run contests during events at the resorts and also on Facebook. Since the Marquee Club began, Red Jacket is averaging more than 100 new members a month. The resorts have enjoyed an increase in bookings from members who appreciate the exclusive offers they receive right at their fingertips. Text messaging is the primary form of communication for people ages 13-34. In fact, 86 percent of the population 13 and up own a mobile phone, per comScore. Ninety-five percent of existing mobile contracts have SMS built into the agreement and more than 90 percent of text messages are opened and read compared to less than 40 percent of all email solicitations. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 9 GUIDe TO SMART SMS MARKeTING Tourism Organizations Not just private-sector companies are taking advantage of mobile. Government agencies and tourism organizations are reaping the benefits of SMS as well. CTM Media launches mobile programs for New York tourism Industry Helping tourists CTM Media Group’s City-In-The-Pocket mobile marketing programs let marketers get their messages out via mobile content — from businesses to tourists. The launch in New York consists of three mobile programs: City in the Pocket: Daily Text Alerts, City In the Pocket: Mobile City Guide and 1-on-1 Mobile Marketing Solutions. With the City in the Pocket text, WAP and application based platform, consumers can determine the way they receive information. This also provides a medium for CTM’s clients to deliver targeted messages, whether they are informational, value-driven, time- sensitive or location-based. City in the Pocket SMS connects marketers — typically with last-minute or perishable inventory such as show tickets, for example — with consumers who are looking for the best value. This offering takes advantage of all of the key areas of Acuity’s eMap mobile marketing platform, with SMS, WAP and application offerings all in a platform that can be easily replicated in many markets throughout the United States. City in the Pocket Mobile The three programs combine the latest in mobile marketing technology: two-way SMS, mobile Internet and downloadable applications. CTM programs allow New York clients a low-barrier entry into the mobile marketing arena by using shared short code technology. Tourist simply text NYCALERTS to 71297 to receive daily text alerts with the latest offers and news. The rich format Mobile City Guide can be accessed by texting CIPNYC to 71297 or by visiting http://cipnyc.mobi from a mobile device. SMS is the best way yet to connect marketers with consumers at the right moment — just when they are making a final purchasing decision. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 10 GUIDe TO SMART SMS MARKeTING PA promotes tourism with Groundhog’s Day mobile campaign Phil to cast mobile shadow? More than 15,000 consumers signed up to receive a text alert from the world’s most famous groundhog, Punxsutawney Phil, in a campaign to promote Pennsylvania tourism. Legend has it that if the groundhog emerges in the early morning and sees his shadow, there will be six more weeks of wintry weather, but if he does not see his shadow, there will be an early spring. Consumers were able to text the keyword GROUNDHOG to the short code 247365 before Feb. 2 to sign up for the groundhog’s weather forecast. The Pennsylvania Tourism Office, under the state Department of Community and Economic Development, works to inspire travel to its state. The PTO wanted to employ the popular strategy used by President Obama and others to engage with a mass audience to provide information that is in demand. This includes vice presidential selections and prognostications from world-famous groundhogs. INgage Networks, a provider of social software services to businesses and governments and the company formerly known as Neighborhood America, powered the campaign. Phil’s mobile close-up The groundhog tradition began in the late 19th century. Annually on Feb. 2, Groundhog Day is celebrated in Punxsutawney, PA. When a consumer opts-in to the program, they will receive a message that reads:“Welcome to the visitPA.com First To Know on Groundhog Day. You are so in the know it is like being in the burrow. Please text ‘Y’ to confirm. Text ‘S’ to quit.” After responding “Y” the message back reads: “Great, we will txt you the prediction on Feb 2! The other 364 days in PA are great, too. Reply with your email & we will send you trip ideas & more.” After the initial text message, consumers will be asked to submit their email address to receive additional tourism-related messages. The Pennsylvania Tourism Office retained the mobile list and it said it is looking at creative ways to engage the wireless community in the future. In addition to a text notification, a webcast of the Groundhog Day festivities will be available at www.visitPA.com/groundhog. The campaign was promoted via word of mouth and through social media channels. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 11 GUIDe TO SMART SMS MARKeTING Best-Practice Tips: Operating a Successful SMS Program Short codes showcase the power of mobile communications by highlighting the versatility of mobile as more than a voice portal. They present an unlimited array of contact possibilities, all focused on increasing interaction with mobile consumers. Also, short codes help brands and organizations establish a two- way conversation with the people that matter most — consumers who are potential paying customers. There are some critical points to keep in mind when creating and implementing an effective SMS program. Get Subscribers/Promotion • Mobile interaction does not stand alone. Rather, it leverages other forms of communication including print, radio, television, online and out-of-home ads • All advertising and promotional material must clearly indicate if the service is a subscription • Subscription terms and billing intervals must be specified or disclosed to the consumer • Clearly communicate all material terms and conditions of the program • Service pricing information must be clearly and conspicuously indicated • All advertising, promotional material and service Help messages clearly display the opt-out data • The service is not promoted as “free” when premium fees are associated with the service that the subscriber will pay with a reasonable level of participation in the program Get Permission • It is vital to respect a mobile subscriber’s right to privacy. Always gain permission from the people you plan to engage by employing an opt-in procedure • Gaining permission saves money. Each message sent costs money. Ensuring the consumer wants to receive messages avoids any waste of the budget • Sending unsolicited messages creates a negative impression and erodes agency/brand recognition, prompting subscribers to avoid the service and file complaints • Avoid purchasing lists of numbers. • Always have subscribers opt-in and subscribe to receive content. • For applications that require payment, create a double-opt-in process for subscribers that ensure willing participation Get Creative • Short codes enable a host of possible applications, limited only by the ability to design and build the mechanisms to support the SMS program. • There are, however, three broad categories of campaigns: 1) Promotional, 2) Informational, and 3) Marketing. • Review business goals and objectives. It is likely that more than one type of campaign will be applicable. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 12 GUIDe TO SMART SMS MARKeTING Best-Practice Tips: How to Lease a Common Short Code There are three easy steps to obtain a short code. First, from the Common Short Code Administration Web site at http://www.usshortcodes.com, find the short code that the organization seeks. If a specific code is not necessary, the system will assign a random code upon request. Next, apply for the code by submitting necessary registration data and wait for approval. Once approved and paid for, the short code will be assigned to the organization for use. The organization can renew the short code if they wish to continue using it. Find Use the USShortCodes.com search engine to determine if the desired code is available. Apply Fill out the online application and submit for review of completeness and accuracy. Apply for a random short code or select a specific code within the range of available five-digit (20000 to 99999) or six-digit (222222–899999) codes. The final approval decision is emailed to the applicant and the payment processed once the applicant is accepted. Receive Once paymentisreceivedforanacceptedshortcode,the Common Short Code Administration assigns the number to the applicant for the period of time that the government agency has requested. Wireless service providers are notified of the assignment, and no one else can lease that short code for the duration of the organizations contract. Pricing Information Registering and leasing a short code costs $1,000 per month for each selected (vanity) short code and $500 per month for each random short code. These fees are non-refundable regardless of whether any wireless carrier agrees to activate the organization’s short code. The registry must receive payment in full for the duration of the registration at the time the application is approved. The Common Short Code Administration offers registration terms of three months, six months and one year. Because fees are due upfront, if the applicant has registered a selected short code for three months, the cost is $3,000. The random short code for three months is $1,500. More Info If you would like more information on best practices for cross- carrier mobile content programs, visit http://www.mmaglobal. com/bestpractices.pdf to read the U.S. Consumer Best Practices Guidelines as put forth by the Mobile Marketing Association. About Us Neustar, Inc. (NYSe: NSR) solves complex communications challenges by providing market-leading, innovative solutions and directory services that enable trusted communication across networks, applications and enterprises around the world. Visit Neustar online at www.neustar.biz. Neustar manages and operates the CSC Registry on behalf of CTIA — The Wireless Association® and participating wireless service providers. Visit www.usshortcodes.com. This white paper was written by Dan Butcher, staff reporter at Mobile Marketer and Mobile Commerce Daily. Articles from Mobile Marketer editors and reporters Giselle Tsirulnik, Dan Butcher and Rimma Kats also contributed to the development of this document. Thank you to Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily. Neustar, Inc. Corporate Headquarters, 46000 Center Oak Plaza, Sterling VA 20166 +1.877.427.5076 | www.neustar.biz Page 13