Frontier Communications National telecom turned a niche funding program into a revenue powerhouse
In 2020, when schools and libraries were abruptly forced into virtual learning environments, the demand for reliable internet and tech infrastructure skyrocketed overnight. The federal E-Rate program—which provides critical IT and telecom funding to educators—became a lifeline.
Services
- Marketing operations + automation
- Email + social media design
- Data analysis, analytics + reporting
- Print production
- Design + messaging
- Animation + video production
- Market research
Campaign Strategy
For Frontier, a national telecom provider with a footprint in 25 states, this shift was an opportunity to help schools and libraries upgrade their bandwidth and infrastructure. But there was a catch: Without a smart, scalable strategy, sales outreach alone would eventually hit a wall.
Results
- 44% YOY growth in monthly reoccurring revenue
- 243% increase in prospect response rates
Campaign imagery of printed direct mail, including a buildable 3-D truck and instructions
Campaign imagery of interactive direct mail piece and corresponding mobile website
The Goal
The goal was to create a marketing campaign that warmed up the audience for sales, retained current E-Rate customers, drove new demand and kept revenue climbing.
Direct mail piece print components
Campaign imagery of interactive direct mail piece
Multichannel marketing strategy
Frontier Enterprise launched a multichannel, high-impact marketing strategy. It was more than segmented audiences for precise targeting. The campaign also featured online and offline tactics, including an interactive direct mail piece, personalized landing pages, nurture streams and marketing automation for total sales alignment.
Campaign imagery of interactive direct mail piece in situation
Telecom campaign landing page and targeted messaging
Telecom social media marketing campaign
Awards
American Advertising Awards, Greater Rochester
- Gold—Sales + Marketing
Graphis
- Honorable Mention—Telecommunications Advertising
Key Elements
- Stronger alignment between sales + marketing, maximizing every touchpoint
- A series of fun, interactive direct-mail pieces (at a time when posted mail stood out)
- An understanding of urgency, which launched the campaign in record time
- Personalization + segmentation designed for qualified lead capture