Telecom Marketing Case Study
Background
A strong community can weather any storm, even in the midst of uncertainty. And when a dedicated partner helps lift them up, everyone thrives.
The Challenge
Kinetic by Windstream is a broadband provider serving rural communities across the United States. Lexington, Kentucky, one of its priority markets, saw its local tourism and entertainment industry radically affected by COVID-19.
The client saw an opportunity to create an authentic initiative to help struggling businesses and foster community pride by promoting local shopping and support, so they approached our team to help them pull it off.
The Strategy
We conducted primary research with the Downtown Lexington Partnership to better understand what resources businesses needed to increase local awareness and adapt to COVID-19 obstacles. A glaring need for funding and technology led to the client developing a technology grant, awarding qualifying downtown businesses with funds that could be used toward virtual-business needs.
Our PR, Media, Creative, Video and Account Services teams collaborated to create a four-phase roadmap that would allow us to deploy the #LocallyLexington campaign.
We created LocallyLexington.com, an online library filled with resources to raise awareness around grants and funding opportunities. The website also played host to a blog series, earned media interviews and a community partner toolkit, including email content, social media content, graphics, website content and key messaging points.
#LocallyLexington also saw the creation of radio and billboard PSAs, print feature stories and TV interviews, as well as a commissioned mural from a local artist highlighting the campaign’s logo.
The Results
The campaign’s launch was met with delays due to COVID-19 and media availability was affected by Kentucky’s nationally-publicized Senate race. But that didn’t stop us from nearly one million earned media impressions.
For our work on the #LocallyLexington campaign, we took home three Silver Anvils and an Award of Excellence at the 2021 Public Relations Society of America’s Silver Anvil Awards.
4
Strategic Partnerships Secured
200+
Organic Uses of #LocallyLexington
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