case study: fiberfirst
situation
FiberFirst, an emerging internet service provider (ISP), is at the forefront of the digital revolution with its unique hyper-local connectivity solutions. This innovative approach underscores FiberFirst’s dedication to providing equal access to the Internet, particularly in underserved markets, through best-in-class networks.
FiberFirst has expanded to multiple states, bringing next-generation multi-gigabit Internet. S&A Communications, FiberFirst’s marketing partner, was challenged to develop and implement a comprehensive marketing plan for FiberFirst’s expansion to reach and motivate target audiences in various Texas, Nebraska, and Arizona markets.
solution
The overall strategy was to develop and implement a multifaceted marketing and advertising campaign to introduce and differentiate the FiberFirst brand to targeted neighborhoods in developing service areas. Utilizing key messaging pillars and happy lifestyle images, complementary campaigns were designed to reach target markets, often using frequency to build awareness, educate, and drive interest. We aimed to educate target audiences on the superior benefits of fiber being delivered by a company with local employees who are deeply committed to and care about underserved communities.
The integrated campaign included numerous traditional and new marketing tactics – designed to work cohesively:
- Social media – organic & paid
- Digital marketing – NextDoor ads, geofencing
- PR/community – Media outreach, community events, community involvement
- Direct mailers
- Website refreshment and updates
results
Our social media plan proved to be effective in reaching and engaging the target audiences. Each Key Performance Indicator (KPI) was up versus prior year’s results:
- Clicks up 46%
- Impressions up 58%
- Engagements up 14%
Digital marketing results were strong with KPIs performing well:
- Clicks up 225%
- Conversions (submitted forms) up 540%
- Cost per conversion down 46%
Public Relations and community involvement efforts got FiberFirst in the community and in the news:
- Earned media coverage included: FiberFirst Takes Flight in Fierce Network trade publication.
- FiberFirst was selected in Broadband’s Top 100 Fiber to Home list Introducing the first 25 companies featured in the 2024 FTTH Top 100 – Broadband Communities (bbcmag.com)
- FiberFirst attended dozens of community events and sponsored local fundraisers. FiberFirst brand awareness was present in each service area, out in the community at least four times a month (per area). These included festivals, MDU and HOA events, and community gatherings.
Website traffic – Combined plan tactics drove traffic to FiberFirst.com with impressive KPIs versus prior year:
- Views up 170%
- New users up 105%
- Conversions (form submissions) up 193%
- A sustained drip campaign of direct mailers to key neighborhoods has reached more than 181,000 households (with up to five “drops” of the mailers at a given household.)
The FiberFirst brand continues to grown in each market as well as expand into new service areas. FiberFirst’s growth and expansion are due to its strong operations and effective marketing.