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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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...

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

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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. 

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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...