Marketing & Training
We have extensive experience in knowing what it takes to successfully launch a broadband network. The overall strategy is built on the principle of “marketing” or “branding” the network. The idea is to create value through the network by raising awareness of the differentiators and demand for the unique services available. A key theme of the overall strategy is a community, “grassroots” influence. A significant investment is made in local marketing ranging from local media, web, community leaders, channel partners, door to door, etc. The marketing efforts are preceded by some level of research and market assessment to ensure proper development of an effective Marketing Plan tailored for the local market conditions. This research will cover among other things, a traditional SWOT and competitive analysis.
The fundamentals of the Marketing Plan focus on creating a broadband education, training, and community awareness campaign, involving the local businesses, residents, education sector, health sector, and the government sector including libraries. This campaign will alert the community to unique benefits of the broadband network and how it is significantly different from the current basic broadband services available in the market today. Equally as important, this campaign will provide education on “how” to utilize the services on the broadband network, with an evaluation of what applicable training is currently available in the community, what the training gaps are, and define a strategy for providing the necessary education to the residential and business community for making best use of the applications available. Typical elements of this plan include:
- Surveys and interviews with key segments of the business and residential markets
- A comprehensive and cohesive campaign customized for the local market
- A specific brand and logo for the broadband network will be created and launched
- Marketing collateral and materials will be created to assist with the campaign that could be adapted and utilized by service providers
- A campaign website will be created that informs of latest news and how to ensure you can register interest in gaining service
- Local media events will be organized to advise on current progress and what can be expected
- Neighborhood ambassadors will be appointed and educational community seminars will be held to promote the benefits of the community network
- Creation of a training program, identifying current resources available, training gaps, and a final program
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