Point Broadband Brings Fiber to Rural America
Point Broadband formed in 2017 to deliver 100% fiber networks and best-in-class customer service to underserved areas of rural America. Prior to working with Claritas, they felt they were underperforming in their target markets. Their main challenge was trying to understand who their best potential customers in their area of service were, but it quickly expanded into how to reach them via multichannel campaigns.
Claritas recommended a segmentation analysis report, and appended Claritas ConneXions® to their current customer records to determine which consumer households were most likely to become customers. Target groups were created based on the factors that were important to them, namely family type and internet needs. Claritas used that data to also develop and execute email campaigns on their behalf.
Month over month Point Broadband has been consistent in converting key targets, and in a single month were able to improve their performance by 73%, in part, after listening to feedback from the Claritas team about their messaging. They also found they were achieving click rates on acquisition campaigns exceeding 38%. Following an analysis of their ad spend vs. revenue, we were able to determine their ROI was more than 20x their spend!
Point Broadband also licenses the Claritas 360 platform so they can evaluate current and new markets on their own, using the wide range of reports and data available, and they receive direct mail lists from us for even deeper market analyses. Point Broadband has already signed on for another year of work with Claritas.
A WORD FROM THE POINT BROADBAND TEAM
“Claritas continues to help us reach and exceed our marketing goals, which is why we have recommended them to our peers in the industry and have extended and expanded our own working relationship with them.”
– Taylor Nipper, Vice President, Sales & Marketing
THE CLARITAS EFFECT
20xROI on email campaign spend
38%+click rates on acquisition emails
73% improvement on campaign metrics in one month
INTELLIGENCE YOU CAN USE
Designed for the technology and telecommunications industry, ConneXions® helps you know more about the technology behaviors of today’s connected consumers and predict adoption rates for all major tech categories, including smart tech.
Referral business is valuable to companies across all industries, Claritas included. We’re grateful to our contacts at Point Broadband who have recommended us to many of their peers in the industry, two of which we have already had a chance to take on as clients. In fact, one of those clients signed on three days after we were introduced to them!