Since its founding in 1936, Dobson Fiber has blazed a pioneering trail in telecommunications. Most recently, it specialized in fiber internet service to businesses and residential customers, with more than 5,000 miles of fiber optic infrastructure in Oklahoma, Texas and Arkansas. As the company entered new rural markets, they needed a marketing partner to enhance brand awareness, educate potential customers and increase total subscription numbers.
Dobson operates primarily in rural markets with intense competition driven by federal telecommunications subsidies. To measure campaign success, we established a measurable objective of 10% market penetration in each new market the company entered.
We developed a marketing plan around three strategies: Brand Awareness, Fiber Education and Community Support. These strategies confront the challenges Dobson Fiber faces in new markets, and establish the company as a true partner in rural communities.
The "Building Stronger Connections™" campaign explored the relationship between rural high-speed internet and economic opportunity, cultural enrichment and healthcare. It also reinforced Dobson’s commitment to family bonds and a sense of community.
The campaign was wildly successful, resulting in 187,000 new website visitors, 5.5 million impressions and 20% average market penetration. Continuous budget reallocation ensured optimal performance, with ongoing analytics to refine future campaign efforts.
Dobson Fiber has a long history in Oklahoma as an ever growing technology company. Since their founding in 1936, they have blazed the trail in the telecommunications industry and most recently rebranded to Dobson Fiber and established a high-speed fiber-optic network. Dobson Fiber offers fiber internet services to businesses and residential customers with more than 5,000 miles of fiber throughout Oklahoma, Texas and Arkansas.
Dobson Fiber is growing quickly throughout Oklahoma, Texas and Arkansas. As it continues to expand its residential market in rural Oklahoma, Dobson Fiber was in need of a marketing partner to develop new messaging, creative and a statewide media strategy for its 2023 launches. Dobson Fiber’s biggest challenges in new markets are brand awareness and education of fiber internet services.
Flight developed a comprehensive 2023 marketing plan for Dobson Fiber that included market research, situational and SWOT analyses, campaign goals, objectives, strategies and tactics to work toward complete marketing and media campaign development. Within our marketing plan, we included three key messaging strategies: Brand Awareness, Fiber Education and Community Support. These strategies directly target the challenges Dobson Fiber faces in new markets and work to establish Dobson Fiber as a true community partner in rural communities. It was important to Dobson Fiber and to Flight to be seen as a true neighbor and partner in the communities where they operate.
We developed a 2023 trademarked campaign for Dobson Fiber: Building Stronger Connections™. Within this campaign, we created new artwork for the campaign including outdoor ads, digital and social media ads, print ads, direct mailers, television spots and new photography to be used online and in physical-space ad creative.
Our media plan and campaign was executed in more than 20 rural markets and across several platforms, including Google Search and Display, programmatic digital advertising, Facebook, Instagram, YouTube, billboards, print, television, CTV and radio. We continuously vet new marketing and advertising opportunities for Dobson Fiber in their new and existing markets, managing and re-allocating their budget to get the best results possible. We use our tried and true media flowchart to track all aspects of Dobson Fiber’s media campaign - current and upcoming placements, ad specs, budget allocation and ad performance.
Since launching campaigns in March 2023, we have seen an average click-through rate of 14.02% on digital ads across all platforms. As we continue new and existing campaigns throughout the year, we will continue to track ad spend and performance regularly and provide analytics around established KPIs to the client.
