How to grow an ISP through smart, targeted advertising.

Challenge

How many times can you arrange the words “Fast,” “Cheap,” and “Internet” to entice home and business customers to subscribe?

Solution

Get front of mind with a marketing blitz of direct mail, outdoor, and local TV advertising. Emphasize reliability and reputation through proactive social media and BBB account management.

Work

Wave was just coming of age from “plucky startup” and ascending to “asset in the portfolio of a much larger telecomm giant,” so there was no shortage of opportunities to make an impact. I was the copywriter on a small, nimble team of designers and marketers working together to keep the marketing comms pipeline moving for business and residential accounts, and wow stakeholders with big ideas.

Results

Wave achieved significant subscriber growth which led to our acquisition by TPG Capital for just north of $2 billion. The company was then Frankensteined with several other regional ISPs into the 6th-largest internet provider in the USA.