Campaign: Graceba Total Communications
Rethinking: a new focus towards younger customers and happier employees...
Rethinking: a new focus towards younger customers and happier employees...
My team was asked by Graceba Total Communications, a local provider of TV, phone and internet access, to help evaluate their marketing efforts. Our preliminary audit eventually led to a two-pronged, year-long shift in focus for the company. We evolved their external marketing campaign to appeal to a younger, more tech-savvy audience and updated their services and programs to attract this younger demographic. On our recommendation, they also agreed to build, from scratch, an internal marketing program which included the creation of a company intranet, establishing ongoing training classes for all employees and initiating a year-long campaign to increase employee awareness of new programs and become active participants in the company’s success.
WEBSITE. Graceba restructured the look and function of their website to serve as a local launch page, as well as an information portal for area residents.
PRINT ADVERTISING. Graceba agreed to begin the change process by reaching out to younger demographics -- those looking for providers offering greater speed, better access and customized services. These ads appealed to the end user’s appreciation for all things tech.
RETAIL BANNERS. A valuable tool during the image campaign was the use of retail banners, positioned in high traffic areas.
WEB BANNERS & SOCIALMEDIA. Graceba also began looking towards non-traditional media to help communicate their new messages. This applied to both external efforts to gain new customers, a swell as internal campaigns to boost participation by employees in new programs.
INTERNAL MARKETING. One of the rewarding parts of this campaign was to see how Graceba embraced the idea of employee buy-in. Their efforts to train their staff and turn employees into ambassadors paid off in amazing ways. Over four years later, they are still an important part of their communications programs.
NEW PRODUCTS AND SERVICES. The shift in focus created a need for new collateral materials. A new series of brochures was developed to cover their new offerings and help communicate new information to the market.
SPEED BOATS VS. AIRCRAFT CARRIERS. In our research, we learned that consumers change their mind. A lot. The help Graceba react to market changes faster than their national competitors, we developed the “G-Pack” system -- a way to mix and match services and prices. We explained that if you want to change directions and turning an aircraft carrier takes a half hour, it’s much better better to be in a speed boat. G-Pack allowed them to turn the competition’s size and bulk into a strategic advantage.
GRACEBA HOTSPOT. Another way to build awareness with their new demographic was to endear themselves to them. By teaming up with local restaurants and public venues, Graceba was able to establish Wi-Fi “Hot Spots” across the city, offering new and old customers free internet access.
TEEN-SPEAK. One of the more entertaining parts f the campaign involved learning to speak “slacker”. While our updated products and new services were confidently walking the walk, our corresponding advertising messages were busy “talking the talk.”
