Multilevel Acquisition Campaign Creative & Marketing Strategy 1

Introducing the Smart Community Optimum Lightpath empowers smart businesses – delivering the technology they need to transform the way they work – at the desk, in the classroom or hospital, in the community and on the trading floor. Three key points: Improve and simplify business processes by deploying smart business communications that empower employees to do more for less. Improve customer service by enabling on-demand decisions with the only always-on, all-fiber Ethernet network for instant access to high-speed Internet, voice, data and video business communications. Control costs with the industry’s only predictable, flat-rate billing solution 2

Layered Approach to Campaigns, Tactics, Messaging and CTA 3 Messaging will be highly competitive, varying by market size and industry vertical Efficiencies will be gained by using less expensive tactics for “mass marketing” efforts *Telecom spend estimate is based on GeoResults Data & Current Customer Data 3 MASS MARKET Focus on Savings Behavioral Banner Ads, , Postcards, TV LOWER MID MARKET Focus on TCO and ROI w Vertical Cut , Direct Mail UPPER MID MARKET Focus on TCO and ROI w Vertical Cut Dimensional Mail, Sales Calls, Live Events UP MARKET Focus on Consultation/ROI VIP Concert, Dimensional Mail

Target Messaging Mass Market Employee Size: Lower Mid- Market (By Vertical) Employee Size: Upper Mid- Market (By Vertical) Employee Size: Up Market (By Business) Employee Size: 500+ Better Pricing Lower TCOMore Cost Control Simple, Flat-rate billing Predictable Billing Faster, more reliable connections True network diversity from the phone company Customer Service Consultative Approach Create urgency with promotion Reasons to Believe 4

Fall Promotion  Switch Now and Save up to $12,000  Three pre-packaged promotions to use as closing tools  Price – Credit, free router, free install  Product – Toll free, free router, free install  Comfort – 90 day guarantee, free router, free install  Available only to new customers  Offers expire 12/15 5

Campaign Theme 66 WE’RE JUST A SMARTER WAY TO GO.

Mass/Down Market - Letter Kit 7

Upper Market – Dimensional Direct Mail 8

s 9

Microsite 10

Q1 Acquisition Objectives Generate 350 qualified leads in the first 3 months Convert 20% to sales – 70 new logos (with large number closing within 45 days of lead generation) Increase level of segmentation Start with geography Layer in vertical Layer in business size/revenue potential Add in product bundles Shift Up-Market: Focus efforts on Strategic Accounts Continue to build awareness among mid-market with inexpensive tactics Use majority of budget to open conversation with larger enterprise audience Deliver segmented, sniper-like messages that position OLP to displace or contain competitor messaging Test new tactics to determine what drives the most efficient activity Include Social Networking (blogging, articles, etc.) in Q1 11

Q1 Acquisition Targets Who: C-Level Execs, IT Managers, Telecom Decision Makers Where: Companies with 30+ employees, broken out as follows: How: Will continue using the layered approach to targeting. Key verticals we will be speaking to include: Healthcare (not just hospitals, the entire ecosystem) Government Education Financial Services Business Services Wholesale © 2009 Cablevision Lightpath 12

Q1 Acquisition Tactics Direct Mail Inexpensive DM for Lower Market Upscale/ Dimensional DM for Up Market Outbound Telemarketing Banner Ads Radio 13 Social Networking Elements Blogs User Groups Sales Tools Print TV Commercial