Tag: "marketing"

Building a Network to Build a Network in Southwest Michigan - Episode 449 of the Community Broadband Bits Podcast

Posted March 2, 2021 by Ry Marcattilio-McCracken

We don’t often get to spend a whole episode diving into the earliest work that communities do to set the foundation for progress in expanding high-quality broadband access down the road, but that’s what we’re talking about today.

This week on the podcast Christopher is joined by Pierrette Renée Dagg, Director of Marketing and Communications for the MERIT Network, and John Egelhaaf, Executive Director of the Southwest Michigan Planning Commission.

The two share the history of efforts in Berrien County, Michigan, and how a group of residents and local officials began pursuing better Internet connectivity a few years ago. Pierrette and John share the work that’s gone into the formation of a broadband task force, the identification of avenues and goals, and collaboration with hundreds of community partners along the way.

The story they tell is one of the power of partnerships and outreach groups (like anchor institutions andlibraries, senior centers, HOAs, fraternal orgs, and PTA groups) in contributing to a growing momentum.

This show is 36 minutes long and can be played on this page or via iTunes or the tool of your choice using this feed. You can listen to the interview on this page or visit the Community Broadband Bits page.

Transcript coming soon.

We want your feedback and suggestions for the show-please e-mail us or leave a comment below.

Listen to other episodes here or view all episodes in our index.

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Building Business and Community Goodwill Through Marketing - Connect This! Episode 6

Posted February 9, 2021 by Ry Marcattilio-McCracken

This week on Connect This! Christopher and Travis Carter (CEO, USI Fiber) are joined by Kim McKinley (Deputy Director and Chief Marketing Officer, UTOPIA Fiber) and Kyle Hollifield (VP of Business Development, Magellan Advisors), both veterans with years of experience.

Marketing means more that a logo with a snappy slogan, and it can be hard to quantify the value in taking precious dollars and applying them to tasks other than fiber in the ground and the supporting electronics. The group emphasizes how important it is to get right from the start, and the impact it can have on take rates, positive word-of-mouth, and a sense of goodwill. They discuss why marketing should be both a budget priority and a central part of any business plan, and what it means for everyone from installation subcontractors to CEO to play a role. Travis, Kyle, and Kim share some of their favorite marketing success stories.

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Join Us February 8th at 3:30pm CST for Connect This! Episode 6: Marketing

Posted February 5, 2021 by Ry Marcattilio-McCracken

Marketing plays a pivotal role in the success of community broadband at every stage of the game: from helping build political will during the initial stages of a project, to driving strong early take rates, to maintaining momentum down the road. Thoughtful and cohesive marketing, outreach, and community education efforts go hand in hand, and help broadband initiatives and networks weather the inevitable challenges that go with major infrastructure projects.

On Episode 6 of Connect This!, Christopher and Travis Carter (CEO, US Internet) will be joined by Kim McKinley (Deputy Director and Chief Marketing Officer, UTOPIA Fiber) and Kyle Hollifield (VP of Business Development, Magellan Advisors), both veterans with years of experience. The group will talk about all that marketing entails, including what we can learn from those that do it right and what gets left on the table when it's not part of the discussion.

Join us Monday, February 8th, at 3:30pm CST on YouTube Live with this link, or watch below.

Fired Up About Fiber on The Front Range

Posted December 22, 2020 by Sean Gonsalves

Over 140 municipalities in Colorado have opted out of a state law (SB-152) that prevents local governments from investing in broadband infrastructure. With overwhelming support from voters on Election Day last month, Denver, Berthoud, and Englewood became the most recent Colorado communities to bail on SB-152 in the 15 years since Qwest (now CenturyLink) and Comcast successfully lobbied for passage of the anti-local authority bill designed to protect their profits.

While Denver, Berthoud, and Englewood residents ponder next steps, a number of other Colorado communities have already built, or are in the process of building, municipally-owned broadband networks, the most successful example being the NextLight Fiber-To-The-Home (FTTH) network in Longmont.

NextLight, which began building its award-winning FTTH network in 2014, now offers Longmont’s 90,000 residents access to gigabit (1,000 Mbps) service and has surpassed a 50% take rate.

Three other communities in the Front Range region of Colorado are now on the front lines of building municipal broadband networks.

Loveland

Loveland, a city of 76,700 situated in a 25.5 square mile valley at the entrance to Big Thompson Canyon, opted out of SB-152 with 82% voter approval in 2015, a year after Longmont began building its fiber network 17 miles south of the “gateway to the Rockies.”

Over the past five years, the Loveland Water and Power Department has been planning, and now building, its own Pulse fiber network.

To finance the project, city officials opted to issue $95.5 million in bonds. The bonds are backed by Loveland’s electric utility, which serves 37,500 residential and commercial accounts.

Just 13 months into an expected four-year city-wide build-out, Pulse now has a heartbeat. But it hasn’t exactly been a fairy tale story in Loveland. There was...

Webinar: Getting the Broadband That Your Community Wants Factors in Deciding to Build it Yourselves

Posted November 22, 2020 by Ry Marcattilio-McCracken

ETI Software Solutions sponsored an event to help untangle the set of considerations facing communities discussing what route they want to take to improve Internet access for families and businesses in the community.

Heather Gold (HBG Strategies) presided over the panel which included ILSR's Christopher Mitchell as well as Ben Fineman, President of the Michigan Broadband Cooperative, Steve Lang, IT Manager for the city of Wadsworth, Ohio and its CityLink Fiber, and Will Aycock, General Manager of the Greenlight Network in Wilson, North Carolina. They cover a lot of ground, from the different models worth considering, to the phases of planning, to financing, construction, and customer service.

Watch the video at ETI's YouTube channel, or below.

Lawn Signs and Flyers are the Engines Driving Community Broadband

Posted November 2, 2020 by Ry Marcattilio-McCracken

Building a successful community broadband network, we’ve often pointed out, relies on successful organizing and marketing campaigns as much as it does on putting fiber in the ground. Those networks that do it well succeed, and those that fail to take it into consideration can languish or stall out.

Successful marketing and organizing can build political will for a project, turn enthusiastic adopters into neighborhood champions who help increase take rates, help counter disinformation campaigns and predatory pricing by incumbent Internet Service Providers (ISPs), and show the ways that community owned networks have gone above and beyond over the years to invest not just in the most profitable neighborhoods around but ensure that those along every street and across every block have affordable, reliable, fast Internet access.

The New Hampshire Electric Cooperative recently saw firsthand how a smart, engaged, energetic subset of its membership can make Internet access a priority. Fairlawn, Ohio’s municipal network has also been highlighting the value it’s bringing to users in the midst of the ongoing pandemic.

And with votes regarding municipal broadband networks coming up in Kaysville, Utah, Denver, Berthoud, and Engelwood, Colorado, Chicago, Illinois, and Lucas, Texas, taking this into consideration is as important as it’s every been.

See some clever and colorful below examples below, and read our past coverage to see how different community networks have taken on the task of branding, marketing, and organizing for success.

Some images courtesy of Internet Freedom for McHenry County

...

FairlawnGig Shows the Value of Municipal Networks in Ohio During COVID-19

Posted October 7, 2020 by Ry Marcattilio-McCracken

Planning, designing, building, and maintaining a community broadband network involves a host of complicated technical, financial, and operational tasks, but being successful also requires having a game plan for marketing.

FairlawnGig, Ohio’s municipal network for the town of 7,500 just north of Akron, is succeeding at the latter during the ongoing public health crisis. It has added a section to its website called Pandemic Positives, highlighting the stories of residents who have, like so many of the rest of us, been forced to move the bulk of our lives online. "In the year of social distancing," FairlawnGig introduces the stories, "work-from-home, and remote learning, we’re thrilled to bring you and your household the robust Internet service you need. FairlawnGig provides the bandwidth that to support all your needs, even the unanticipated ones, like a pandemic. As necessity is the mother of invention, we’re looking at 2020 as a chance to take lemons and make lemonade."

The network shares a collection of testimonials from users:

FairlawnGig has been a life saver during the pandemic. Both my husband and I are still working from home and each of us have at least three devices running at once. I’m a teacher at Forest Hill CLC and I can run 2-3 class meetings at the same time with my students while my husband is able to complete his meetings and work with no lag at all from the WiFi. We’re very happy to have this FairlawnGig!

I have been so impressed with the reliability and performance of the FairlawnGig service. Since March, I’ve been working from home and the service has been flawless… up until about two weeks ago when a garbage truck took out my broadband service. Within minutes of my call to FairlawnGig, two members of their team showed and found the fiber that connects to my house laying across the street. Within an hour, I was back online. If you ever had residential Internet service provided by one of the big telecom/cable companies, you would find the return-to-working-service part of this experience unbelievable. With FairlawnGig, this quality of service seems to be the norm.

The biggest change for us, besides not being able to see family and friends, is that we now have three people in our house working from home. We all agree that FairlawnGig...

The Man Behind the Mask: Christopher Mitchell Reflects on More Than a Decade of Progress in Broadband — Community Broadband Bits Podcast Episode 418

Posted July 7, 2020 by Ry Marcattilio-McCracken

This week on the Community Broadband Bits podcast we flip the microphones around. Christopher gets interviewed by Isfandiyar Shaheen, also known as Asfi, an experienced thinker on all Internet-related issues around the world and longtime friend of the Community Broadband Networks initiative.

Asfi and Christopher have a wide-ranging discussion, including how Christopher first got involved with Internet policy work and the changes he’s seen over the last decade in fiberization and rural broadband development. Christopher shares what three actions he’d take as (an unhappily and reluctantly appointed) FCC chair, from putting together real processes for publicizing actionable data about broadband access, speed, and price around the country, to supporting experiments in different network structures, to encouraging policies that foster the creation of many overlapping networks.

Asfi also asks Christopher about the Christopher Mitchell smell test in affordable connectivity initiatives and what he’ll do once everyone in the United States has more than one option for fast, affordable, reliable Internet.

Asfi has been on the podcast before—he and Christopher talked on Episode 351 about the spillover effect of fiber networks in areas like public works and agriculture. They talked about how high-bandwidth connections can reduce municipal labor overhead, allow companies to do predictive maintenance on expensive machines, and give farmers way more information about how their crops are doing in the field.

We want your feedback and suggestions for the show; please e-mail us or leave a comment below.

Read the transcript for this episode.

This show is 54 minutes long and can be played on this page or via iTunes or the tool of your choice using this feed. You can listen to the interview on this page or visit the...

Traverse City Handling Business of Broadband Branding

Posted February 12, 2020 by Lisa Gonzalez

As the Fiber-to-the-Home (FTTH) project moves along in Traverse City, Michigan, utility board members are establishing the elements to set the service apart from other Internet access options in the community. The Record-Eagle reports that the board will decide in March on rates and that they've already chosen a name and logo.

Brand Recognition

The new service will be TCLP fiber and their tagline will be "Your Community Network." Traverse City Light & Power (TCL&P) are banking on the connection to their municipal electric utility. TCL&P will receive help marketing the service from Fujitsu, the company hired by Traverse City to design and operate the network.

Fujitsu Network Communications Marketing Lead Lori Butler said the name draws on the brand recognition the utility already has, while differentiating the new enterprise. The tagline “Your Community Network” emphasizes the public utility’s mission and the fact that it’s a community-owned network, she said.

Butler said the proposed logo also draws on the familiar, adding the word “fiber” and the tagline to the existing network, plus a strand of fiber optic cable. She showed the board a few proposed color combinations, and they ultimately gravitated toward a blue and yellow design similar to the existing logo, with a darker blue added as an accent.

Fujitsu also recommended rates, which will be approved by the utility board in March:

Fujitsu...suggested [basic] rates from $59.99 per month for residential customers to $149.99 a month for commercial customers. Those rates would buy download and upload speeds of 200 megabits per second residential; one gigabit per second commercial.

Scott Menhart, TCL&P chief information technology officer, said 200 megabits per second is twice as fast as what most area commercial providers offer in their base package, and they typically offer upload speeds of just 10 megabits per second.

The higher upload speed will matter for customers as people put more and more devices online, Fujitsu Network Communications broadband operations head Robert Worden said. He cited a household average of 11 devices — and said that’s bound to rise, factoring in...

Setting the Bar High in Colorado: Longmont's NextLight - Community Broadband Bits Podcast 392

Posted January 28, 2020 by Lisa Gonzalez

NextLight, the municipal Fiber-to-the-Home (FTTH) network in Longmont, Colorado, has been serving residents and businesses in the community since 2014 and offers reliable gigabit connectivity at affordable rates. This week, Director of NextLight, Valerie Dodd, is on the show to discuss the past, present, and future of NextLight with Christopher.

NextLight has implemented some special marketing and customer service techniques, which has helped achieve the high take rate that continues to grow. As the network expands to all areas of the city, Longmont has used some creative approaches and contended with a few challenges to connect residents and businesses. Valerie and Christopher talk about some of these decisions and how those choices have panned out.

They also discuss the community's commitment to digital inclusion and how it's paying off in an increasingly diverse and growing city. Valerie describes how her experience with a private sector provider has contributed to NextLight's focus on subscribers and breaks down some of the key differences between a traditional municipal utility, such as an electric service, and broadband service from the city.