FIBER INTERNET PROVIDER

Brand Recognition and Location-Specific Tailored Marketing Strategies

We were commissioned to help them build the company digitally. This included crafting all the branding copy, designing the website, and heavily leveraging Google Display, Facebook, and Instagram ads to quickly build brand awareness within their two different target markets. We focused on image-based ad assets in the beginning, with the intention of creating video-based assets to further optimize their campaigns.

The Challenge

They performed well from the very beginning but as their first marketing agency, we were constantly pivoting to test new strategies to move the needle in terms of driving demand within the separate Florida and Georgia markets. What resonated with the Florida market as far as ad creative and website content to move consumers from prospects to leads was completely different than what gained traction in the Georgia market. 

We faced several challenges as we built the brand within the digital space: 

• To start, we only had image-based ad assets when video would have been much more effective at driving conversions in the target markets. 
• The business was not established when we were brought on board, so we had to expend a ton of resources and energy up front to build brand awareness and recognition very quickly. 
• They are a private-equity-backed startup in the utility space, making for a unique dynamic. We had to navigate many management personalities to drive the desired results.
• We had to simultaneously create two completely different marketing strategies to drive growth in two separate states.

The Solution 

Through copious amounts of testing various marketing strategies within both markets, we were able to diagnose and synthesize what worked and where. 

1. We leveraged video production to create video-based ads, which allowed us to optimize ad creative and content across Google, Facebook, and Instagram ads.
2. Ongoing video production allowed us to add more channels to our campaigns. We introduced YouTube as an ads channel, and created more unique campaign types on Performance Max and Demand Generation. This led to huge growth in brand awareness and conversions in both markets.
3. The continued diversification of ad creative and website content has allowed us to maintain steady growth in leads and conversions, allowing the client to continue expanding its operations.