A formerly rural co-op faced with urban encroachment invested in a fiber optic network expansion that included gigabit speed internet. Chief Outsiders’ customer research and strategic planning led to introducing this complex new technology--to current and prospective customer--by focusing on how the tech support at Endeavor made adopting new technology easy
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Executive Summary
Client Challenge
- Telecommunications company selling wireless phones/plans, high speed internet, TV/entertainment bundles and home security systems
- Endeavor was formerly a rural co-op, but urban encroachment opened up opportunities to grow the customer base (fiber optic network expanded to pass 150,000 additional new homes/prospects)
- Challenge: Introducing new gigabit-speed internet to prospects with little awareness of Endeavor
Strategy
- Used research to identify consumer pain points with internet and to pre-test a brand positioning as Technology Teachers and the Easy solution for those who are sometimes overwhelmed or frustrated by new technology
- Objective: Heighten awareness of Endeavor in new network expansion geographies and drive residents to web site/Crowd Fiber to determine eligibility for our services based on their location (and help steer final network location priorities)
- Bolster outside sales efforts with a marketing plan that targets first-priority businesses and residences in Danville, Coatesville, Avon, Brownsburg, Mooresville, and Linton.
Solution: Rebuild and Relaunch the brand to current and prospective customers
- Top of Mind, neighborhood targeted advertising: Create a highly geographically-concentrated integrated communications campaign that ran just in the areas near Endeavor’s network using: local outdoor boards, multiple direct mail and email pieces, gigabit yard signs and door knob hangers, geo-restricted, programmatic digital display ads on CPU and mobile handset platforms, and a few local radio stations & print publications
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Local Newspaper Targeting Businesses
- Top of Find geo-fenced digital advertising:
- Revamp the company’s web site with an emphasis on the new gigabit fiber network and great people that can prevent you from being tortured by new technology
- Used geo-centric, digital ads that popped up when prospects, who resided within select areas we targeted, used search engine (Google, Bing, etc.) to search online for anything
- Also used pay per click digital ads on Facebook, Twitter and YouTube but only those originating from the select neighborhoods we target
Business Impact
- Brand awareness triples
- Successful launches into new territories with 10% market share gains
- Endeavor now has expanded from operations in 1 county to 13 counties
“The marketing program done by Chief Outsiders really broke through and got our customers and new prospects talking about our new products. Our local congressman even sent an LOL text about the popular Megabutt joke in the advertising.”
– Darin LaCoursiere, Endeavor Communications CEO/President
For more information contact: Jim McDonald at 210-213-4114 or at jmcdonald@chiefoutsiders.com