THE CLIENT: Farmers Telecommunications Cooperative FTC

CAMPAIGN: FTC service area expansion

Overview

Our client, Farmers Telecommunications Cooperative (FTC), wanted to deploy services to two communities outside of their service area. This communications campaign was designed to effectively deploy new services to the communities of Crossville and Section Ala., areas geographically near FTC headquarters, but previously unserved by the cooperative. 

Goals

• Build awareness among the target population that service from FTC is now available.

• Position FTC’s service bundles as the best option among those available in the communities.

• Position the presence of FTC as a positive change for these communities, due to the company’s
  tradition of excellent service and community involvement.

• Enroll at least 50% of the target population in an FTC service bundle.

Strategy

• Employ direct marketing efforts to target potential customers.

• Employ traditional media such as newspaper and billboards.

• Host community events to promote the availability of service and the presence of FTC in these communities.

• Conduct door-to-door visits to prospective homes and businesses, using door hangers as reference and leave-behind material.

Timeline

This campaign is designed to cover an initial roll out period of 90 days.

Tactics

Direct Mail

Direct Mail would be the cornerstone of the campaign:

Direct Mail Piece Number One

• Provided an overview of the services being offered

• Invited recipients to Community Roll Out Event 

The purpose of this piece was to officially announce that FTC is now offering service in these communities. It focused on FTC’s tradition of quality service and offered limited details about the bundles. This piece also served as an invitation to the Community Roll Out Event, encouraging recipients to come enjoy food, music and fellowship while learning more about the new service options. The drawing for prize money was promoted to further encourage participation.

Direct Mail Piece Number Two

• Provided complete details of services being offered.

• Encouraged recipients to call and sign up for service or to learn more information.

The purpose of this piece was to provide full details on the prices and features of the service bundles. It focused on the benefits customers would enjoy by signing up for service. It featured a strong sales emphasis and closed by providing a phone number to call to enroll.

Traditional Media

Newspapers

A series of display advertisements were created and featured in newspapers covering the target areas. These will include:

News Releases

In addition to the paid advertising, news releases were distributed announcing FTC’s move into these communities.

Hitting the Streets

Door Hanger

 FTC personnel left door hangers on the doors of homes and businesses in the target area as they visited prospective customers. The door hanger provided an overview of the services offered, along with contact information on how to find out more about and sign up for the service bundles.

Community Posters

 Posters were created for display at various locations throughout the target communities. These posters reinforced the message of other collateral materials.

Utilizing Existing Vehicles of Communication

Website

A special section was established on the FTC website, customized for each community (for example, www.farmerstel.com/crossville 

and www.farmerstel.com/section). These customized pages included:

• A detailed explanation of service offerings

• Photos from the community

• A map highlighting the areas where service is available

• A downloadable enrollment form

Connected Magazine

Advertisements and news stories were placed in FTC's monthly magazine, Connected.