MARKET
CREATE VALUE WITH MARKETING
In 1998, HG&E constructed a fiber optic network to connect its own facilities and other municipal buildings. By 2008, HGE.net had $2.5 Million in annual revenue, positive cash flow, and connected hundreds of business sites with MetroE fiber optic internet services.
MY ROLE: I was responsible for marketing of business class fiber optic internet services. I conducted technical and competitive research, developed new rate structures, designed all sales materials, and coordinated sponsorships with local Chambers of Commerce.
“We are seeing double-digit growth… serving some of the bigger players in the Valley in the financial, health care, banking, and manufacturing sectors.”
James Lavelle, HG&E General Manager, BusinessWest Magazine, March 19 2007
STEP 1:
DEFINE BRAND POSITION
TELECOM1.pdfA trusted local utility company was offering advanced ethernet services over fiber optic connections. Complex rate structures ensured cost recovery, but complicated the sales narrative.
MY ROLE: Our early focus was residential dial-up internet. I oversaw development of CD-ROM load disc to replace in-home setup. I researched supplemental billing systems to permit credit card payments. I determined market segmentation and designed the initial hge.net website.
STEP 2:
SUPPORT CUSTOMER DECISIONS
TELECOM2.pdfMany customers were not ready for high-speed internet, so we developed new uses, sold these products, and began to promote the fiber network as an economic development tool.
MY ROLE: Building upon prior experience developing retail real estate proposals, I designed a template for customer quotations and served as a fiber sales representative. I researched solutions for metering burstable speed internet on our ATM/PVC network.
STEP 3:
INCREASE BRAND AWARENESS
TELECOM3.pdfWe used dial-up internet advertising as a means of building brand awareness, while expanding the fiber optic network into nearby office towers with higher densities of customers.
MY ROLE: Working from stock illustrations, I designed marketing materials which reflected our friendly yet professional brand persona. I researched fiber optic and light-up LED promotional products and distributed these items to businesses at trade shows and events.
STEP 4:
DESCRIBE YOUR BENEFITS
TELECOM4.pdfWe discovered businesses value reliable connections from stable service providers and educated customers about how our product had unique features to solve these issues.
MY ROLE: I conducted intensive research on the mechanics of internet distribution networks, and constructed a narrative about why our competitor’s products were prone to outages and malfunctions. Working with a contracted illustrator, I designed a series of brochures to communicate this messaging.
STEP 5:
COMMUNICATE THE VALUE
TELECOM5.pdfThis message of superior features and fair value was refined and broadly communicated to the business community. This approach mitigated need to discount services, allowing for continuity of our superior service and customer support as the business scaled.
MY ROLE: Although technical messaging from previous brochures resonated with customers, I simplified its for a less technical audience. I also designed an annual series of memorable holiday-themed advertisements that reinforced this message of reliability and stability. Collaboration with Chambers of Commerce continued via numerous event sponsorships. I created tabletop and tradeshow booth displays, and I attended most events to interact with and learn about our customers.