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Broadband Case Study

Industry: Broadband

Focus:    Innovation in Marketing Strategy to Drive Sales

A leading provider of dial up and broadband Internet service selected OTD to plan and execute a refreshed marketing strategy to drive sales of Broadband, DSL and Dial up to targeted leads throughout the United States.

Challenge:

  • Increase total sales and drive broadband market penetration in all US markets by acquiring new subscribers
  • Exceed internal call center results
  • Exceed other contracted call center vendor results to prove out the model
  • Integrate with client order management system

Solution:

  • OTD designed a nationwide marketing strategy to drive performance through the outbound channel
  • The strategic marketing approach provided for testing of customer segmentation, offer structure, offer positioning, and testing modules for response measurement of carefully developed combinations of multiple variables
  • The OTD strategy included a test and compare module against multiple channels to ensure best results were produced
  • OTD tailored order management, entry and fulfillment systems to support the program

Results:

  • OTD outpaced previous client internal and external sales metrics
  • Churn was reduced
  • The overall program and distribution channel testing is ongoing