GONETSPEED
When Otelco underwent their GoNetspeed name change and rebrand, we had an entirely new brand to learn, implement, announce and market
The rebrand changed everything about the visual communication of the product. Our Otelco work was based heavily on illustration, while GoNetspeed leans much more on photography. The GoNetspeed marketing team leaned on us to build multiple campaigns: First, for transitioning the Otelco name to GoNetspeed, then for launching the official name change.
We worked in partnership with the director of marketing to understand where GoNetspeed is making investments to build out more fiber across Maine. We planned ad campaigns that ranged from generating interest (“Coming soon”) to selling the fiber product to eligible customers once the fiber network goes live.
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We managed their campaigns from the strategy phase to launch, including landing page development, design and ad placement across all ad platforms (broadcast, radio, print and digital), and supported ad campaigns with an integrated approach that included owned content development and earned media outreach.
Our services involved creative strategy and ideation, graphic design, video production, radio audio production, copywriting, media planning/buying, digital ad planning and placement and public relations.
Media Relations
In addition to designing and implementing advertising campaigns and owned content to communicate the new branding, we knew we’d also need to rely on earned media to further establish credibility under this new name. Recognizing the brand’s deep history in Maine and the critical need to expand access to broadband around the state, our outreach centered around promoting plans for ongoing fiber expansion and reintroducing the Maine-based president and CEO as the company’s spokesperson. A media relations campaign for the rebrand resulted in coverage in our major local media outlet, statewide business publication, and community newspapers. This partnership expanded and fluent was asked to support additional media relations efforts in the company’s Connecticut, Massachusetts, and New York markets, with a specific focus on building community awareness of current and upcoming fiber expansion and positioning GoNetspeed as a leader in improving access to this technology.
Campaign 1: “Formerly Otelco”
We implemented a multi-channel approach to announce the new name, branding, and look. We created (2) 15 second TV ads that strategically ran alongside one another. The first announced the new brand, while the second spoke to the advantages of fiber Internet. This approach, combined with (2) animated gif ad campaigns as well as print and social advertising, communicated the changes and worked to reduce confusion in the market.
Campaign 2: “Fiber Eligibility Maps”
This lead generation campaign was hyper-targeted by town which allowed us to communicate with eligible homes and businesses when their Internet offering was upcoming, when they went live, and also their competitive pricing tiers.
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The decision to introduce GoNetspeed advertising as their trucks were in the targeted communities installing fiber provided great results, as it solidified GoNetspeed as a new, exciting ISP option.
Campaign 3: Price Campaign
We developed and built a lead generation campaign to highlight the advantages of fiber as well as their competitive pricing in Maine. The campaign was launched with multiple display ads, retargeting ads, and broadcast advertising. We leveraged the recently launched GoNetspeed website messaging and visuals to build a cohesive campaign.
