RCN "Redefined" Campaign
RCN is a regional telecom operator in several large markets including: Chicago, Boston, Philadelphia, Washington DC and New York city.
Challenge
Market research revealed RCN was plagued with poor customer sentiment, leading to losses in revenue, subscriptions, and market share. RCN acted by overhauling their infrastructure and customer service.
Strategic Insight
The rebrand was rolled out in two phases. The first focused on the top-to-bottom improvements RCN had made; the second saw a rebrand come to life.
Tactical Execution
RCN was Redefined, starting with a new logo, aspirational messaging, brand guidelines. Campaign launch engaged with millions of potential customers through savvy multi-media placements (TV, radio, outdoor, print) to inform people of the changes – plus highly targeted direct mail and online campaigns to drive calls and sales.
Results
The turnaround RCN experienced from customer opinion and sales was nothing short of astonishing.
RCN saw their Net Promoter Score rise from a -9 to +2, the first full-year net gain in RCN’s history.
Intelligent media buys and placements led to the highest connect rate in three years, with 67% of RCN customers expressed awareness of product and service improvements.
Credits
Agency: Stealth Creative
CD: Rob Fleming
Concepting/Art Direction/Design: Carolyn McMahon
Copy: Brian Reinhardt
