New Guide Delivers Best Practices for Marketing a Broadband Program

Are you prepared to manage your community’s broadband expectations?

What to Expect When You're Connecting eBook Cover Image. Best practices for launching a broadband programElectric co-ops in 31 states won bids topping $1.6 billion to fund rural broadband programs. Electric cooperatives and public power utilities across the nation are entering the broadband space, but no two rollouts are exactly alike.

With extensive storytelling experience for utility pioneers at both electric cooperatives and telecom utilities, Pioneer Utility Resources teamed up with WordSouth and ARC media to create a guide for what utility communicators can expect when developing a broadband project.

While every broadband project is a little different, this guide is based on experience WordSouth gained as a communications partner in more than 30 fiber build-outs.

The 32-page e-book, “What to Expect When You’re Connecting,” focuses on 3 key areas:

  • Tell Your Story: With a strong strategy for clear communication, you can enjoy a successful rollout that makes you the hero in your community’s connectivity story.
  • Market Your Services: Learn how to balance advertising, public relations, and branding to market your new program.
  • Train Your People: Share your purpose, answer common staff questions and focus on solutions, not sales.

A variety of marketing materials for both internal and external audiences are showcased to spark ideas. The guide also features peer perspectives from Cullman Electric Cooperative Communications Manager Brian Lacy, CCC, and Marketing Coordinator Bonnie Baty. The pair of utility pioneers partnered with WordSouth to launch Sprout Fiber Internet in 2021.

“Have partners you can brainstorm with, where you can talk things out and go through ‘What if …’ exercises,” says Bonnie. “For anybody who is a one-communicator team, this is going to be too much. We’re fortunate that Cullman Electric has multiple communicators and we brought in WordSouth as a partner.”

Ready to Connect?

We hope our broadband best practices e-book, “What to Expect When You’re Connecting,” helps strengthen and define your broadband marketing plan. Consider your organization’s unique strengths to create a custom marketing strategy that fits. And remember, we’re here to help. Email WordSouth to learn how we can support your broadband experience.