CarolinaConnect had spent years building its network across central South Carolina. We’d helped establish the brand with a visual identity and tagline that promised a better alternative to cookie-cutter ISPs. Now it faced a different challenge: growing in a crowded market where competitors kept reaching for the same short-lived promotional offers.
Most CarolinaConnect customers were on its entry-level speed plan. But the answer wasn’t simply to tell them to buy more speed. It was to help them see when their digital lives called for it.
We reorganized the plan menu around the ways people use the internet, making the benefits of premium service easier to understand. Then we brought that story to distinct customer groups through digital advertising, email, direct mail and traditional media.
Simultaneously, there was an additional story worth telling. The brand’s Net Promoter Score was six times the industry average. This gave a credible answer to competitors’ price promotions: you get what you pay for. With messaging to current and prospective customers, we made the case for an internet experience people could count on.
Customers responded. The shift toward faster plans generated more than $28,000 in additional monthly recurring revenue. Adoption of the 1 Gigabit plan rose by more than 20%, adoption of the 2.5 Gigabit plan climbed from 0.4% to 9.45%, and average order value increased nearly 15%.
Turns out a better connection can boost more than download speeds.
If you have a goal that needs effective communications to advance it, let’s talk.
