ZONE-SPECIFIC CAMPAIGNS

Making financial sense out of building out fiber networks in remote areas is a huge challenge for most fiber companies. We’ve devised a strategy that targets zones through data intake and targeted marketing. We use data from crowd-sourcing software to determine interest. We use this data to answer questions like: Where is there enough interest to build a network? And how can we use this data to communicate with potential customers effectively? The results also inform grant applications and serve as a foundation for business strategy. Once our next zone is identified, we use a multi-platform approach that includes door hangers, emails, yard signs, and direct mail to tell customers we are getting ready to make drops in their neighborhoods.

People want to sign up for fiber; they know that it’s the best around. Our zone-specific campaigns for Elevate Internet helped spread the word that fiber is finally coming to their neck of the woods. People were waiting years for reliable internet service and were thrilled when their zone was finally open for drops. These campaigns were highly effective at increasing the take rate right as the zone was released. Not only that, but the zone-specific take rate helped inform demographics and region-specific learnings that helped us formulate more effective campaigns going forward. For instance, we may have learned that a certain zone has a high percentage of senior citizens who may need help understanding federal senior citizen discounts and other aspects of making the switch to fiber.