OTELCO is a 220-employee telecommunications company based in Alabama and serving New England, and parts of Alabama and Missouri. As a B2B and B2C Internet service provider (ISP), OTELCO has been providing connectivity services for 100+ years.
OTELCO’s history is rooted in rural farmers taking infrastructure into their own hands at a time when phone lines were necessary, but lacking. Today’s challenge is delivering fast reliable fiber Internet access to those same rural communities, as quickly as resources allow. In Alabama, OTELCO’s largest footprint and where a majority of households lack reliable or fast Internet, OTELCO has invested more than $5 million to improve broadband connectivity.
Fluent worked with OTELCO to develop a campaign that would not only increase awareness and generate sales, but also measure interest in fiber in certain areas to gain insight into where expansion should occur.
We helped OTELCO come up with objectives to track campaign progress and developed a paid/earned/owned campaign that announced the Alabama fiber investment, promotes Lightwave fiber internet, communicates the need for fiber expansion, and generates new Lightwave subscriber leads.
We built the paid media elements using geo-targeted digital advertising. Our strategy was to engage people living in Lightwave “zones” – specific street addresses where fiber broadband is either already built or will be built as a result of an investment in AL fiber expansion. Our first step was to produce a :30 TV commercial to promote the Lightwave product and then align our list of 4k+ fiber eligible street addresses with ad channels that allowed geo-fencing by zip code or street address (within a 1 mile radius). The channels included Facebook, Google Adwords, as well as over-the-top pre-roll advertising on streaming devices, and ultimately resulted in an average of 133 new fiber customers per month. We also worked closely with OTELCO’s vendor and mail house to facilitate creative for direct mailings.
Fluent organized a press conference in Alabama to announce the $5M fiber broadband expansion, which was attended/covered by two local TV stations and both major local newspapers, as well as a local radio station. We also pitched fiber expansion related stories to industry trades, local newspapers and other media to demonstrate OTELCO’s commitment to broadband expansion.
We assisted with the strategy for developing Lightwave owned media including a “Fiber Locator” landing page hosted on the OTELCO website where all ad viewers convert by entering their street address, which determines eligibility. The leads that didn’t convert to buying fiber yet are still valuable as they indicate areas with high fiber demand. We also helped develop blog and organic social media content that supported the overall message around fiber expansion.