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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

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

Frontier business dm scene
Frontier business dm detail

Campaign imagery of interactive direct mail piece and corresponding mobile website

Frontier business dm nfc

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

Frontier business dm rear
Frontier business dm flat

Campaign imagery of interactive direct mail piece

Frontier business dm customized

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

Frontier business dm plane

Telecom campaign landing page and targeted messaging

Telecom social media marketing campaign

Frontier business fb ad

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