MAYA JOSEPH BRAND STRATEGIST ART LOVER


FRONTIER COMMUNICATIONS BRIEF

For: Frontier Communications

THE CLIENT:


Frontier Communications is an internet service provider (ISP). They are currently the only ISP built with 100% fiber optic cables which is the newest and fastest internet technology. This means Frontier provides the fastest internet possible, and the fastest that will be available for a very long time, maybe ever. 








THE ASK:


Frontier has recently emerged from Chapter 11 bankruptcy and has new brand platform called ‘Good to Go’. Put simply, we’re all constantly chasing the newest tech, wether it’s a new version of the same phone, or an updated game console. But Frontier internet is the best there will be for a very long time. Meaning once you switch to Frontier, you’re good to go. 

My team was tasked with providing examples of how the Good to Go platform can be brought to social media, specifically in ways that target young tech enthusiasts. 






THE RESEARCH:


Methods:
  • Used GWI to identify some of the interests, characteristics, and channels tech enthusiasts are more likely to identify with. 

  • Social listening on Reddit, X, and Instagram.

  • Audited competing ISPs social media accounts to see what competitors are doing and how we can stand out.

  • Audited other famous tech brands that do well on social media to see what kind of content the target segment likes.


Major Findings:
01. The internet is seen as a commodity, and that’s how most ISPs are branding themselves. They connect with consumers on the basis of price, coverage, and internet speed. 

02. Tech enthusiasts are self-growth junkies. For them, tech is about having avenues to explore their interests, master their crafts, and grow their businesses. 

03. Tech enthusiasts love getting a feel for things before they commit to a purchase. Content like gameplays, performance tests, and other proof of concept style videos tend to do well with them. 






THE INSIGHT:


We need to start speaking the language of tech enthusiasts. We need to stop pushing product prices and specifications at them and start pulling them in by showing how the fastest internet helps create a better life. 

Tagline: 

It’s not about the gigs. It’s about where you go.


Create content about elite gamers having lag-free sessions, or international artists collaborating seamlessly online. Frontier is here to empower, not sell. 


Abbreviated version of the strategy deck.




THE EXECUTION:


Tech enthusiasts are more likely to use community-based platforms such as Reddit and Twitch. 

Activations should create opportunities for interaction on these platforms, and footage of the activations create content to be shared on more popular platforms like TikTok, Instagram, and YouTube.