telecom brand awareness case study
public relations • strategic communications • grassroots outreach
the challenge
A national broadband provider approached us with the goal of adding 100 new or upgraded customers on its Next-Gen Gigabit network in 15 Arkansas communities.
- strategy
We knew this PR campaign would require grassroots and guerilla tactics, as well as earned/loaned strategies. So we got to work in our own backyard.
mhp.si wanted to make sure residents saw our client as a community partner, not just another internet provider.
- performance
We segmented communities into primary and secondary groups, basing our focus on customers’ upgrade readiness and the strategic importance of the location. The end result? Eleven events held in central spaces to maximize visibility and create a sense of local pride around the town being recognized as a Gig-Ready Community.
Our PR team reached out to local mayors, county judges, chambers, civic clubs, state legislators, community leaders and local businesses, encouraging them to join us for ribbon-cutting ceremonies.
mhp.si also saw the opportunity for a one-day, high-impact activation on National Random Acts of Kindness Day. By cross-referencing customer records, our team partnered with local businesses currently on the client’s internet network to give away free coffee, pastries, pie and other sweet treats.
PR/Strategic Communications services included
- Media Advisories
- Press Releases
- Run-of-Shows
- Talking Points
- Unique Hashtag
- Postcard w/Trackable QR Code
- Market-Specific Landing Page
- results
We saw over 360 attendees across all events and helped the client forge 77 meaningful connections with chambers, businesses and city officials.
We also significantly exceeded the client’s goal of 100 new or upgraded customers, more than doubling the target goal. Now that’s a strong connection.
