Marketing Strategy
Homes and businesses without broadband at this point are extremely difficult to convert. They have resisted more than a decade of hype that broadband has received. Traditional promotional strategies have not been effective. Cronin will produce a marketing plan for reaching these hold‐outs. The plan will include direct sales strategies, incentives and educational programs.
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Broadband Education and Awareness
Cronin will present a three‐hour course entitled, “Broadband for Everyone” on-site in your community. The training will be customized for your company’s demographics and will explain the benefits of broadband, how to sign up for service and how to use the Internet. We will include instructions on setting up email, creating a social networking page and using online applications. Cronin will prepare all promotional materials to announce the program to your customer base.
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Small Business Education and Awareness
Similar to the residential training, we will create and present a three‐hour course on “Broadband for Small Business.” In addition to educating local businesses on how to use broadband and online applications to grow, the course will strengthen their relationships with your company. We will produce all promotional materials and train your staff to conduct future sessions. The business course will be presented two times by Cronin staff at locations determined by your company.
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Pricing and Packaging
Balancing customer demands, competitive offers and investment costs, Cronin will recommend packaging and pricing to achieve the desired penetration rates and return‐on‐investment.
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Press Releases, Direct Mail, Newsletter Articles, Bill Inserts
The award provides an exceptional opportunity for your company to promote its services and earn good‐will in the community. Customers, businesses and elected officials need constant reminders of the project over time and the benefits it will bring to the region. Cronin will produce a full series of promotional materials for each phase of the broadband deployment: 1) grant award; 2) ground breaking; and 3) service deployment.
Cronin will write copy and provide graphic design for all promotional items.
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