Dobson Fiber has a long history in Oklahoma as an ever growing technology company. Since their founding in 1936, they have blazed the trail in the telecommunications industry and most recently rebranded to Dobson Fiber and established a high-speed fiber-optic network. Dobson Fiber offers fiber internet services to businesses and residential customers with more than 5,000 miles of fiber throughout Oklahoma, Texas and Arkansas.

Dobson Fiber is growing quickly throughout Oklahoma, Texas and Arkansas. As it continues to expand its residential market in rural Oklahoma, Dobson Fiber was in need of a marketing partner to develop new messaging, creative and a statewide media strategy for its 2023 launches. Dobson Fiber’s biggest challenges in new markets are brand awareness and education of fiber internet services.

we plan

Flight developed a comprehensive 2023 marketing plan for Dobson Fiber that included market research, situational and SWOT analyses, campaign goals, objectives, strategies and tactics to work toward complete marketing and media campaign development. Within our marketing plan, we included three key messaging strategies: Brand Awareness, Fiber Education and Community Support. These strategies directly target the challenges Dobson Fiber faces in new markets and work to establish Dobson Fiber as a true community partner in rural communities. It was important to Dobson Fiber and to Flight to be seen as a true neighbor and partner in the communities where they operate.

we deliver

We developed a 2023 trademarked campaign for Dobson Fiber: Building Stronger Connections™. Within this campaign, we created new artwork for the campaign including outdoor ads, digital and social media ads, print ads, direct mailers, television spots and new photography to be used online and in physical-space ad creative.

Our media plan and campaign was executed in more than 20 rural markets and across several platforms, including Google Search and Display, programmatic digital advertising, Facebook, Instagram, YouTube, billboards, print, television, CTV and radio. We continuously vet new marketing and advertising opportunities for Dobson Fiber in their new and existing markets, managing and re-allocating their budget to get the best results possible. We use our tried and true media flowchart to track all aspects of Dobson Fiber’s media campaign - current and upcoming placements, ad specs, budget allocation and ad performance.

We refine

Since launching campaigns in March 2023, we have seen an average click-through rate of 14.02% on digital ads across all platforms. As we continue new and existing campaigns throughout the year, we will continue to track ad spend and performance regularly and provide analytics around established KPIs to the client.

OU Health
OU Health