woman talking with 2 men

What You’ll Learn

This episode is the audio from a WordSouth webinar on June 9 titled Back to School Promotions and Campaigns. Visit the WordSouth Webinar page to see more upcoming webinars.

Show Notes

Transcripts have been lightly edited for clarity and readability.

Andy Johns: If you missed the introduction, my name is Andy Johns. I’m the director of marketing and business development here at WordSouth, and I’m happy that you’re here with us. If this is your first WordSouth webinar, I’d like to thank you for giving it a shot. If you’re returning, then I am definitely glad you’re back. Carrie Huckeby and I had planned out these webinars in November. Maybe it was December, but it’s been quite a while. We had no idea that this would be the only way that we were able to do interactions with folks this year. It’s been a weird year that none of us could have seen for sure. Although it looks like from the results of the poll, that most folks are getting back to normal. So I’ll go ahead and share that and you guys should be able to see that of the folks who are on. Looks like the office is back to normal for quite a few. One person said it’s partially open. Somebody is still totally locked down. Somebody is mostly remote. But for the most part, it looks like everybody is getting back to normal, which is encouraging to see.

Andy Johns: As a note, I put in the email this morning that if anyone has ideas for back-to-school campaigns this year, please feel free to share those. We’ll have time to discuss at the end and share some ideas around. They can be things that you’ve done in the past or things that you think will work well with distance learning because that’s something that we’ll be talking about as well. If you’d like, feel free to email those over, and I can try to screenshot them a little bit later on.

Andy Johns: As you know from the title of the webinar, we’ll be talking about back-to-school campaigns and promotions. And this year has been profoundly different than we all expected, especially when it comes to school. I don’t know about you all, but the schools went remote here in Chattanooga where I live about the same time my wife’s job sent her home to work remotely. And I told her she should enjoy it being the introvert that she is. She should enjoy working from home. She pointed out that, yes, but me and my son were home as well, so she didn’t quite get the alone that she was would normally go for there.

Andy Johns: So there’s that. But the whole homeschooling thing here, some days went better than others. But it’s been a boon for Internet meme makers. That is for sure. I’m not sure if you guys saw some of these. “How is home school going? Two students were suspended for fighting. Another student is requesting a transfer to another school. The lunch lady quit the first day. Janitors have never cleaned up so many messes. And then the teacher was fired for drinking on the job. Great. Just great.”

Andy Johns: It has changed our perceptions of a lot of things. I saw this, and it’s kind of funny. Perception of homeschool moms last week and then the perception of homeschool moms now. We definitely have a different view about what all it takes to be a homeschool parent. Got a different perception of teachers as well. This is Shonda Rhimes, who is behind Gray’s Anatomy and several their TV shows. For those of you on the podcast, you won’t be able to see the visual. It says “been homeschooling a six-year-old and an eight-year-old for one hour and 11 minutes. Teachers deserve to make a billion dollars a year. Or a week.” I definitely know that feeling — more appreciation for teachers. Another post after some of the homeschool posts I’ve seen, Teacher Appreciation Week is going to be lit this year if we’re back in school by May. So definitely some good teacher appreciation gifts headed their way if we’re able to get back together in the fall. I wanted to share this one as well. This is somewhere out in social media, but this is from a third or fourth grader, Ben. It’s his journal from March 16th, 2020. “Homeschool,” it says. “It is not going good. My mom is getting stressed out. My mom is really getting confused. We took a break so my mom can figure this stuff out. And I’m telling you, it is not going good.” So, of course, that maybe the experience from the teachers’ perspective, the parents’ perspective, and now the students’ perspective. Of course, I know Carrie Huckeby is on the call. She missed out on the whole pandemic homeschool because her kids are grown. But, you know, from her perspective, you could always take the kids — if you’re overwhelmed having them at home — you could always take them to Granny’s house, which is a whole different set of struggles there. For those in the podcast, the visual here, it says “me: thanks for watching the kids, Mom. Please don’t feed them sugar. Grandma: I won’t.” And then in four seconds after I leave, Grandma has got a giant person-sized cake that she is shoveling in the kids’ direction. I definitely have been through all the phases of those I feel like these last few days. But as we look towards the fall, as we look towards back to school, parents are eagerly anticipating school coming back. But we will be talking about both options, both whether there is traditional back to school this year or whether it’s going to be a little bit different.

Andy Johns: So where does that leave us today? We know from a highly unscientific survey that we did of StoryConnect attendees in normal times, we asked them “around which of the following annual events do you typically design promotions or campaigns?” Christmas was the number one time of year that people did seasonal promotions and campaigns. But right there at number two is back to school. It’s a time when folks are opening up the pocketbooks, opening up their wallets to invest in the new school year. So it’s a good time for broadband providers to be having these promotions and campaigns come out. Another question in that same survey, “which of these annual promotions or campaigns typically yields the highest response or success?” Christmas again was number one, which was the most common to be sent out there. But back to school is right there at number two. I think other than that, it was a lot of Memorial Day and Veteran’s Day promotions, maybe some New Year’s. But you see right there that back to school, not only in our survey, was it the second most common, but it is also the second most effective in terms of seasonal campaigns.

Andy Johns: There are three main ways that I see broadband providers getting in on the back-to-school action. And those are:

  1. Awareness and advertising
  2. Promotions and events
  3. Content

Andy Johns: So let’s put another poll up there. Let me do this real quick here. I’m thinking that I can do this. I’m going to stop sharing that poll and throw up question two for you. Give you guys just a second to respond. So the question for this poll is “what back-to-school scenario are you planning for?” The responses are:

  1. Are you planning for back to school as normal?
  2. Are you planning for distance learning?
  3. Are you preparing for both distance learning and traditional back-to-school time?
  4. It’s only June 9th. Leave me alone.

Andy Johns: Option four had the first vote. I’ll give you guys just a second for those results to come in. I’d like to see kind of where everybody’s mind is in terms of that. I appreciate those who jumped on it there. So, again, the three main ways that I see broadband providers jumping into the back-to-school action is through awareness and advertising, promotion and events, and content. We’re going to look at all of those. I’m going to go ahead and end the poll. So here’s your last chance to vote. All right. I’m going to share that with you guys.

Andy Johns: So the results as you can see from the folks on this call. 20% are looking at back to school as normal. 60% are preparing for both distance learning and traditional. And then 20% say it’s only June 9th, leave me alone. That’s certainly understandable. Part of the reason we wanted to have this webinar early in the summer was so that you had plenty of time to prepare and figure out what you’re gonna do. I told my son yesterday, who is eight, that I was doing a back-to-school webinar today, and he was horrified since summer just started. So that’s good. I’m glad you guys are thinking about it as a possibility that back to school may be a little bit different this year.

Andy Johns: All right, so let’s get into the first bullet point there: awareness and advertising.

Andy Johns: The first thing that I would urge you guys all to think about — this is not state secrets here, but when you’re looking at advertising, the main spot to think about is pain points. As you’re putting together whatever promotion, campaign, or activity that you’re going be doing this fall, think about what do parents — and to a lesser degree maybe the students — but primarily what the parents want. What are their pain points when back to school comes around? I think the number one thing is probably they want students to be successful. If they think that your service can help their kid succeed at school and then later on in life, you really get some traction. You’ll be in good shape there. The other thing they want — and this is certainly something we want as parents — is for homework to be easier. If there’s a way to make the kids successful, but eliminate some of the battles around homework that a slow connection makes even worse, that is definitely a couple of pain points that you can reach there.

Andy Johns: Michigan State released a study back in March that spoke to what you guys are doing. This is from Keith Hampton, who is the Associate Director for Research at the Quello Center and Professor at MSU’s College of Communication, Arts and Sciences. So if you need a pick me up because it’s a random Tuesday and it’s hot and you’d rather be at the beach or somewhere else and you just need a little motivation or a little pick me up because here we are on a random Tuesday morning, here’s this: the study found the students without Internet access and those who depend on a cell phone only access are half a grade point below those with fast access. This gap has ripple effects that may last an entire life. So half a grade point below if they don’t have the fast Internet access that you guys are providing. Beyond that, in the study, sorry, it also said that digital skills — which is something that they defined in the study — but that those digital skills have been linked to higher SAT scores. And that’s a pen and paper test, not just with a digital test. There’s something about those digital skills that help students perform better on SATs. The results of the study show that students who rely on cell phones only or have no home Internet access had a digital skills gap similar to the gap between 8th graders and 11th graders. So the impact there is connected SAT scores, which impacts scholarships, college admissions, and technical careers. All of those things are all rolled into that. Without the service you provide at home, those students are three grade levels behind on digital skills, which is remarkable.

Andy Johns: When I found that data, it really drove home what we’re all doing here. And I hope that helps you as you’re going in here when we’re talking about pain points, that helps you really believe in what you’re selling. That we’re not selling snake oil here. This is something that we really know works, and there’s data to back it up.

Andy Johns: When you’re looking at awareness and advertising for your back-to-school promotions and campaigns, it’s also important to know your audience. Let’s be sure that ads in spots where parents are going to see them are geared towards parents. And ones that are in spots where the kids are going to see them, reflect that audience.

Andy Johns: Next, I would say don’t miss an opportunity. If you have ads that you run every year — and we all know that we all have them. Whether it’s the yearbook or the football program or the sign that goes in the basketball gym or whatever it is that you do every year and they count on you to re-up that sponsorship, let’s make sure you’re at least sending the right message. We’ll look at a couple of examples of that in a minute. If you’re advertising long-distance plans in the high school yearbook, that’s probably missing the mark a little bit. You probably don’t want to do that. So let’s be sure that we don’t miss an opportunity to hit the right audience there.

Andy Johns: Let’s dive into a few examples here. This is one that we did with Troy Cable. You see it right at the top. Make the grade. Don’t push your bandwidth to the brink this school year. So immediately you’re hitting both pain points. It’s talking about making the grade, helping your student succeed. But then also it’s helping parents remember last school year when they did push bandwidth to the brink. They didn’t have the speed that they need. So, you see, the text is really heavy right there with both of those pain points to make homework easier and help students succeed.

Andy Johns: Another example, this was a billboard on top that we did for Sandhill, and then down below is a bill insert. Again, you see that message “Start the year off right. High-speed Internet, no data caps.” I like the line at the bottom of the bill insert “Put Sandhill Connections broadband service on your school supply list.” Like I said, this is a time when people are opening the wallets and the pocketbooks. They’re out there buying folders, paper, new shoes, gallon jugs of glue, trapper keepers, and everything else. Maybe nobody’s bought a trapper keeper since 1994, but you know what I’m getting at. You know what I mean. They’re buying stuff, and if you’re upgrading their Internet service for a couple of bucks more a month is as part of that supply list, then that’s a good time to hit them when consumers are going through all of that.

Andy Johns: Another subtle example here, it’s not a huge deal, but I think it’s important. Maybe you support a sport through the program. This was an ad for the volleyball program that we did for BTC Fiber. It used to be Bledsoe Telephone in Middle Tennessee. And you see, it’s very easy to just do an ad that says “Go Indians! BTC Fiber is a proud sponsor of the Indians” and leave it right there. But I think what’s important about this one is it’s got to know right there where everybody can see it the video game controller. It’s got faster access to homework, smoother streaming. So I would bet you that those three things, (1) smoother streaming, (2) better homework access, and (3) better gaming, that’s going to hit a pain point for just about everyone in the stands at that volleyball game if they aren’t on the top tier service already. That is a good example of how that could have been just the same old ad run over and over again. But it doesn’t miss that opportunity to talk about services. It’s also got the little YouTube symbol down there at the bottom to remind folks that they are streaming some of the games on there and that they have a presence on YouTube. So that’s good to keep in mind.

Andy Johns: A few more examples that I’ll flip through here. Here’s one that I like. You know, talking about pain points. “Your child deserves a high-speed Internet advantage.” Everybody wants their kid to be that happy when they’re doing homework, right? And it talks about high-speed Internet right there, giving them an advantage. This was an ad from the back page of a magazine for SCRTC, so I think that’s a good example there. Beyond that, we talked about in our segmentation webinar back on May 14th, if you have a college, tech, school, university, anything like that in the service area, don’t forget about the students there. You can use Facebook and Google ads to really target those with some preference data, some age data, to really get those in front of the folks that may be moving to your community for school. You see right there, we’ve all been there, got a big assignment to upload. It’s late at night, and you just want it to work. And obviously things are not working well. That speaks to it really well there. The middle ad, you see a typical college social situation, back when we were allowed to sit that close to each other. So that’s another example there. There are too many devices. And then, of course, gaming. That’s another big reason for upgrades in that audience. Sometimes this is just as simple as some youthful looking folks in the ads. You see there with WK&T and then with Troy Cable, just some fun, bright, youthful-looking ads. And you can, of course, target to the ages that you’d like to reach there. So those are kind of what I think of when I think through ways that you can raise awareness and advertise to folks during back to school and things that hopefully you’ll keep in mind when you do that.

Andy Johns: Next, we’ve got events and promotions. We’re big believers in event marketing. And then I’ve got some examples here of promotions that you can do as well. Let’s get into some of those. This is another one from Sandhill. “Get back to school ready.” This is a school supply giveaway. “While supplies last, child must be present to receive school supplies.” And then you see it’s got the dates and times. So they’re actually giving out school supplies to folks there, which I’m sure was popular.

Andy Johns: Here’s another one that I like. This is one that DTC did. I believe this was the ad that went on their back page of their regional telco magazine. “If you sign up for service, you get a $25 bill credit and DTC contributes $25 to your school.” So it’s a good promotion, but it’s also some good PR value there to be helping local schools. That’s something that just about nobody will argue with — that it’s good to support schools. Another one from Sandhill. So their promotion there, they were doing a free installation, but they were also giving away a free laptop bag as a drawing there. I’m not sure if the laptop bag was branded with the logo or not, but that would certainly be an opportunity.

Andy Johns: This is one that goes back a few years, but this was a back page ad with New Hope Telephone. This was done in the middle of the year to restock the school supplies, but it could also be done at the beginning. Basically it was set-up with the list of all the things that the schools needed. If you donated at the telco office, the telco would then divide the supplies between the schools. Then when you donated, you were registered for a drawing to win a free month of service. So some good PR value there. Also having folks come to the office where hopefully when they donate, they can interact with your staff and ask some important questions of them, see how their service is going, that sort of thing. That’s another opportunity, and then also the drawing for the free month of service. So I like that one.

Andy Johns: Another promotion here. This one is a few years back. You see the old NCTC logo on there, so it’s been a few years since this one ran in the magazine. “Head back to school with Wi-Fi. Sign-up for a wireless router, and you get it free for three months.” A little promotion there. Couple more of these to run through. This is from Mountain Telephone. I believe this ran in their magazine as well. Free installation. They were also doing free book bags with school supplies while supplies last. And then the wireless router service was free for six months as well.

Andy Johns: Obviously, promotional items are a big part of marketing, and we particularly like items like the laptop bag, the book bag, umbrellas, camping chairs, things like that. They do advertising beyond the person that you’re giving it to. They are promotional items, obviously, as you guys know, that you give and somebody takes it home, and they leave it at home. And that’s good for that one household. But if you’re doing something like a backpack or a laptop bag or umbrellas that people will see out in the community, obviously that product keeps working for you. So I like that.

Andy Johns: And then here’s another one that’s a little bit more general, but check out some back-to-school specials that they were offering there at HTC. So whether it’s events or whether it’s promotions, those are some ideas on things that you can do as you are looking to go back to school, whether it is in person or whether it is distance learning.

Andy Johns: Lastly, let’s jump over to content. I think this is a spot that can really help prepare you for the possibility of distance learning in the fall. When schools went distance learning this year, some brands —  everybody from the Cincinnati Zoo to ancestry.com — a lot of different companies were offering some kind of free content for parents who were trying to occupy and/or educate their kids. We were suddenly faced with working from home and having to be a teacher as well. So any content like that that you can provide can be useful. We’ll talk about some examples there in a minute. But I think this applies whether or not kids go back to school in the classrooms. There’s a lot of good content you can provide.

Andy Johns: I think you’d want to do that for a couple of different reasons. I think that to get your name out there with awareness and advertising. If there’s some content that you can put out there just to make people aware of who you are, obviously that’s useful. Public relations value — if you’re seen as the company that’s trying to help schools, teachers, and parents, obviously that’s a win. I think it also positions you — maybe most important on this list — it positions you as the technology expert. And that last one, I don’t think you can get enough of that ever. Get faces in there, if you can. For several of the regional telco magazines that we do at WordSouth, we’ve got a tech tips column. Every issue, it’s got a tech topic and a telco employee’s photo and biography right there on the page. And I know that WK&T has had people come in with a tech question and the magazine in their hand and say, I want to talk to this guy because he’s positioned as a tech expert every issue. You see his face in there. His name is Matt Garrett at WK&T. He’s got something smart to say in every issue about technology and that really positions him and the company as the technology experts. You know, it’s one thing to say in your tagline or in an ad that we are the technology experts. But it’s another thing for somebody to remember you as the tech expert that interacted with their kids’ school or their kids’ class or produced the video that we’ll talk about here in a minute.

Andy Johns: Let’s look at some of that content. This is one from the regional telco magazine a little ways back. It’s broken down by the audience. You see right there: for parents, for teachers, for students. I’m sure the font is probably too small there for you guys to see, but this is basically a list of resources for those different audiences where they can find educational resources online. They can use their high-speed connection from their Internet provider to do this. It kind of adds that layer of what the service can do. Mom or Dad may not be willing to spend $10/month more so that kids can play video games, but they might do it if there are real homework resources out there that can help both parents and students.

Andy Johns: Here’s a page from another magazine that we had done. This one looks at the main article there in the middle is focused on TV programing and educational TV shows. And then the sidebar over there talks about distance learning, which I think is something important to talk about as well for adults or high school graduates that want to go back to school, go back for some training to advance in their career or start a new career. It’s got links there to several different universities and programs that are offering degrees and certificates.

Andy Johns: A big example of back-to-school content is one that we had done for a couple of years with FTC there in Rainsville, Alabama, with a full eight-page tab that came out with a lot of content for back to school. It’s some good examples that I want to flip through page by page here. So it’s got right there at the beginning, “What works?” So what pieces of technology will work to be able to use the school’s online resources. It’s got that for all of the different school districts that they serve. And then right here, it’s got a little ad for more speed for Wi-Fi, which is obviously a pain point to get all those devices connected. You see it is broken down by the audience: preschool, elementary, middle school, and high school. It’s apps that they can use to enhance their education, as it says. And then they’ve also got over here an ad for their computer services, which I think is a smart spot to put that. You can see it’s useful content that people are going to check out and then have some of the advertising and the promotion of the company built into it. More here, this has to do with their TV programming there that folks can tune in to watch TV everywhere, which is something I know a lot of folks are offering. And then the ad on the back page, of course, is more of a hard sell to push folks to sign up. “Don’t just get by the school year” — which, again, talks to that pain point — “stay at the top of the class.” I think that reinforces what we’ve been talking about so far.

Andy Johns: So the last thing before we open this up for some group discussion, I wanted just to kick around some ideas. Carrie Huckabee and I have been brainstorming just a little bit on some ideas. Obviously, some of the things we’ve talked about already with content and promotions — those can certainly apply if there is distance learning. But I wanted to cover just a few specific ideas, maybe things to be thinking about here in June that you can implement by the time August rolls around, and you are ready to go back to school, if back to school means back to the living room or back to the kitchen table for folks.

Andy Johns: Let’s jump in, and then feel free to use the raise your hand feature. Or in the Q&A if you want to volunteer to share some ideas after we’re done with this, feel free to go ahead and put that in there. If not, we’ll just run through these. Not surprisingly, from WordSouth — A Content Marketing Company, we go back to content quite a bit. Sure, target the ads and offer the deals, but when parents are panicking this fall, I know many of us would appreciate opening up an email and finding some good content from folks.

Andy Johns: Maybe you offer a list of virtual field trip options. Like I said, Cincinnati Zoo, I know, is one that we did quite a bit here at our house. Several authors are having author talks on a regular basis. A lot of museums and other spots like that are offering programs. I know the Tennessee Aquarium here in Chattanooga has a lot of the animals and the aquarium staff talking through some stuff there. That’s been a lot of fun. So maybe whether it’s digital in an email newsletter or whether you do some kind of direct mail or some other piece there to provide a list. Taking it a step further, maybe there’s a way to do an activity book, whether that’s something custom that you put together or contact someone like us to have put together. Maybe it’s something as simple as buying some books, activity books, or maybe, I know, “The Berenstain Bears” have a cyberbullying book. There are some other Internet-related kids’ books out there. Maybe you find a way to buy those in bulk and slap your sticker on there. Pass them out, just whatever it is that can keep kids engaged and occupied would be a welcome way to get your product out there. Maybe there’s a way to do tech classes, so I know a lot of the electrics will have somebody — EPB here in Chattanooga has the Professor Gigawatt, I think is his name. But whether you do something with that that’s more science-driven or whether you go with something that’s technology, maybe there’s a way where once a week you’re offering through a Zoom webinar-style setup, offering technology classes for kids where there are some topics there. Maybe it’s for grown-ups, but certainly for kids would fit the theme that we’re talking about here.

Andy Johns: I think another opportunity is some kind of teacher appreciation promotion. I know that Ben Lomand and some of the other co-ops do some kind of in-service day meal or celebration with teachers right there at the beginning. But a lot of teachers in the fall, if we do go back to distance learning, teachers will be looking at having to do a lot of virtual instruction. A lot of webinars with their students and a lot of other work, uploading and downloading stuff. It might be a good time to offer them some kind of speed bump, certainly to get them to appreciate the faster speeds, so maybe they stay at a higher rate after the promotion is over. But also, it’s just good PR value. If you’re the company that’s helping teachers connect with their students, that’s certainly not a bad PR position to be in. I think another opportunity that’s out there is that a lot of the electric and telcos will do some kind of career fair or career day, where they’re having kids come and tour the plant offices. They’ll look at the head ends and the bucket trucks and all the blinking lights and all that kind of fun stuff. And that’s an opportunity to do some of that virtually as well, to engage folks in the same kind of purpose that you would do that in person when the school busses roll in and all the kids parade through. But there are ways to do that virtually, either in the classroom or if it’s distance learning, a way to offer that where students and parents can tune in that way.

Andy Johns: The last idea that Carrie and I had to throw out is maybe there’s a way to do some kind of local show-and-tell, whether or not you have a local channel. If you do have a local channel with a local host, then that ticket fits perfectly. But if not, I think it’s still very doable for you to go to local businesses, local industries, and do a short video for students to check out how things are made, how businesses work and get to know the people in their community. I think of all of the PBS shows “Reading Rainbow” or “Sesame Street” and a lot of the little vignettes they do in there is “how is this thing made?” And you can do some of that right there locally and virtually where that’d be a big resource if you did that once a week for parents and students to tune in, whether it’s Facebook Live, your YouTube channel, or wherever it is.

Andy Johns: So to sum it all up, basically where we’re at right now is if the kids go back to school in the fall, that’d be great. But I think we need to plan on a traditional back-to-school plan, and then one that also includes some remote learning. I would even suggest that we have some kind of a plan for if it does start back in the fall as normal, but then if the virus picks back up in November or December when it gets cool, and we have to go back to a distance learning setup, then we need to go and have a few things planned out for if that happens. So I hope this is helped. If there’s anything that you guys would like to bring up in the Q&A — I’m looking to see if anybody had anything there that they would like to share in terms of what they’re looking at for this fall or a promotion that they have done before. I’ll give that just another minute before we wrap up here. I did want to thank you guys for joining us. Thanks for logging on.

Andy Johns: I’m waiting to see if anybody throws anything into the Q&A. I will see if anybody’s got anything. Looks like we have three things in the chat there.

Andy Johns: Sarah has a question, “ideas for the best platforms to run contests.” Thank you for that, Sarah. I think that it’s possible if you want to look at it from the perspective of audiences, I think that would be a key way to do it. If you run a contest on Facebook, then most of the high school students have probably moved off of that. Maybe something on Instagram is the way to go there. Maybe if you’re brave enough to get out on TikTok or Snapchat, maybe there’s a way to do it there. So I would say if you’re doing the contest, consider the audience. I would also think that you run a chance of getting a lot more people involved if you do it on a school or classroom basis. You know, I always like the contests that get people together to vote on their school or vote on their classroom to win something because you have a lot of outreach with folks going that way. Whereas if it’s just any individuals entering for themselves, they’re less likely to share it. So finding a way to do that or make it by the classroom, I think might be a good opportunity there.

Andy Johns: We have a follow-up question on that one. “Is a program to run a contest just to clear all the legal hurdles or anything like that.” It’s probably not something that I am going to feel good about addressing right now, but I know that each state has different rules about what you can do and what you can’t do. So I guess — I’m sorry, not be more help there — but just to say be aware of any rules. I know in Tennessee, we’ve got very specific rules here about raffles, and you have to be a 501c3 nonprofit for something like 4-6 years before you can do a raffle. So be sure to consider any of that as well. But obviously, whatever contests you do, if you’re able to collect email addresses and any additional information to help get you the data, that would be key. And I would say two with back-to-school contests, if you’re looking at parents and families, go ahead and throw the question out there — not just their address, email, name, or whatever — but go ahead and throw out a question or two like what we talked about in our segmentation webinar:

  1. How many devices are on your network?
  2. What do you use your network for?

So you can start to kind of build up some personas on what those folks might want and what they might need. That way you can market to them even better. So I think maybe those are still some things to consider.

Andy Johns: Well, I appreciate everyone for tuning in. Thank you, Sarah, for the question. Thank you for everybody else that tuned in. We’ve got our next webinar coming up on August 25th. “Don’t Let Your Fall Events Fall Flat.” So we’ll be talking then about all of the fairs, October, and Halloween-related events. We’ll be getting that together to try to help you maximize those events for the fall. I know a lot of work goes into those, so you might as well get the best results you can. We’ll be turning this into a podcast. And if you’re not familiar with StoryConnect: The Podcast, there are 160-170 or so episodes out there of broadband, electric, and telco marketing topics that you can download. We also have a resource center. Those are available at wordsouth.com/podcast and at wordsouth.com/resource-center. You can check those out. Plenty of good topics. We’ll also be publishing this as a YouTube video for folks to view at a later point if you’d like to share it.

Andy Johns: Thank you, everybody, for tuning in. I appreciate you being here. And have a great rest of the week.

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