Frontier Communications From funding program to 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

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

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.

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.

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

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