A Customer-First Approach to Digital Transformation

The Need

Valley Fiber had ambitious goals to bring high speed internet to rural Manitobans and improve the quality of life in those communities. Their plans included expanding services in existing markets, and introducing fiber optic internet to new areas. But they lacked a go-to-market strategy and needed to drive timely brand awareness and customer acquisition, while managing expectations of the construction timelines of their fiber optic lines.

The Challenge

Valley Fiber did not have clarity on what was working for marketing efforts or driving customer acquisition. They faced tough competition from the national internet providers, and needed to educate potential customers on the value proposition of their fiber internet services. Valley Fiber was looking for a deeper understanding of their customers’ needs and what was driving decision-making, so they could speak to their customers in a meaningful way. They needed a strategic plan to reach new communities and tactics to drive demand and signups for their services.

The Solution

We started by understanding the unique needs of Valley Fiber’s customers. We conducted customer research through digital surveys aimed at both past and present customers, alongside in-depth interviews with key stakeholders. Our objective was to gain insights into what customers want from an internet service provider, shed light onto the decision-making process, and identify the most effective marketing strategies and channels.

From the insights gathered, we crafted detailed ideal client profiles and customer personas, laying the foundation for a strategic brief. This brief acted as a roadmap that highlighted the critical findings from our research and offered strategic recommendations for Valley Fiber, such as defining their value proposition, fine-tuning pricing strategies, and pinpointing marketing essentials such as enhancing their website, bridging customer service gaps, and further developing their brand foundation.

An important insight we discovered was the confusion some customers felt about Valley Fiber and its associated brands. To address this, we developed a brand architecture, establishing clear relationships between the brands and their positioning to each other.

Acting on the strategic brief's recommendations, Valley Fiber engaged us to create a best in class website that would drive conversions and was user-friendly. Recognizing the growing preference for online sign-ups, we prioritized simplicity in the new online process. We leveraged WordPress for its flexibility and ease of use, allowing us to design a website that not only looked great but was structured to convert visitors into customers effortlessly. The website features pages for each core service and a streamlined sign-up process designed with customer ease in mind.

Our collaboration with Valley Fiber didn't stop there. We've been actively involved in digital marketing and print marketing campaigns aimed at communities where Valley Fiber's fiber optic infrastructure is being introduced. Our goals were twofold: to boost internet service sign-ups in these areas and to elevate Valley Fiber's brand recognition. Through detailed campaign planning, creative design, and copywriting, coupled with continuous optimization, we're driving meaningful results.

The Results

1. Strategic Brief: This document acts as a guide for future go-to-market efforts, summarizing the key insights taken from the customer research, including the creation of ideal client profiles and customer personas, and providing strategic recommendations for their brand, customer service and future sales and marketing efforts.
2. Brand Foundational Language: This document provides Valley Fiber with a brand architecture to help them navigate the various brands within their organization. It also contains a messaging guide for internal teams to produce consistent copywriting, including message samples, common language around their value proposition and a writing style guide.
3. Website: A custom-designed and customer-focused WordPress website that is easy to navigate, showcases all of Valley Fiber’s service offerings, and is optimized to take customers through an easy signup process.
4. Digital Marketing Campaigns: Set-up and management of Google and social media digital advertising campaigns to drive demand generation for internet services in targeted communities, and ultimately leading customers to sign up with Valley Fiber online. 
5. Print Marketing Campaigns: Design and management of direct mail pieces and newspaper advertising, to support the digital efforts and drive brand awareness and demand for internet services in targeted communities, with the goal to facilitate the customer journey and lead to online signups on the new website.