Roanoke Connect High Speed Internet Campaign

Roanoke Connect is bringing high speed internet to areas that up to this point have only had dial up internet and satellite. The question was, how do we communicate the exciting new speed headed their way?

The challenge of promoting high-speed internet in remote areas of North Carolina required a creative and effective approach. The solution was to create a series of direct mail pieces that would inform and engage residents in these areas about the new high-speed internet services coming to their town. Along with the direct mail we would have both paid social and display banners echoing the updates and offers. The objective was to generate excitement and anticipation for the new service and to encourage residents to sign up early and to inform them of construction crews coming to their area. 

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The first step in the campaign was to research the target audience and determine what types of messages and images would be most effective in capturing their attention. The design team used a combination of visually compelling graphics, bold typography, and clear messaging to create a series of postcards and flyers that highlighted the benefits of the new high-speed internet service.

The mail pieces were distributed over several weeks leading up to the launch of the new service, once the service was available, and then reaching out again with another call to action. The paid social and display banners were strategically scheduled to start around the time the mail actually reached the customer’s homes.  The messaging was consistent and designed to build anticipation, creating a sense of excitement and urgency among residents. Each piece included a call to action encouraging recipients to sign up for the new service and provided information on how to do so. The success of the campaign was measured through response rates and sign-ups for the new service. By using direct mail, paid social, and display banners mixed with the magic of timing,  the team was able to target a specific audience and deliver a message that resonated with them, resulting in a successful launch of the high-speed internet service in these remote areas of North Carolina.