Since its founding in 1936, Dobson Fiber has blazed a pioneering trail in rural telecommunications. Most recently, it specialized in fiber internet service to businesses and residential customers, with more than 5,000 miles of fiber optic infrastructure in Oklahoma, Texas and Arkansas. As the company entered new rural markets, they needed a marketing partner to enhance brand awareness, educate potential customers and increase total subscription numbers.
Dobson operates primarily in rural markets with intense competition driven by federal telecommunications subsidies. To measure campaign success, we established a measurable objective of 10% market penetration in each new market the company entered.
We developed a marketing plan around three strategies: Brand Awareness, Fiber Education and Community Support. These strategies confront the challenges Dobson Fiber faces in new markets, and establish the company as a true partner in rural communities.
The "Building Stronger Connections™" campaign explored the relationship between rural high-speed internet and economic opportunity, cultural enrichment and healthcare. It also reinforced Dobson’s commitment to family bonds and a sense of community.
The campaign was wildly successful, resulting in 187,000 new website visitors, 5.5 million impressions and 20% average market penetration in over 60 distinct rural markets. That figure was double our original goal. Continuous budget reallocation ensured optimal performance, with ongoing analytics to refine future campaign efforts.
