director of marketing
silver star communications
ell us about your background with Silver Star, and
how telecom needs in Wyoming might differ from
those in other states.
I have been with Silver Star for just over three years
now. While I did have a two-year stint in wireless phone
sales, my career has been in marketing roles across several dif-
ferent industries, primarily high-tech and manufacturing.
Products and services change, but skills in developing marketing strategies are relatively consistent.
Compared to other states, I wouldn’t say that telecom
needs are different in Wyoming, but I believe the challenges
can be greater. In western Wyoming, delivering services over
steep hills and around 14,000-foot mountain ranges, deep valleys, and through creeks and rivers is certainly more of a challenge than in flatland areas, but that’s what we face in our
serving areas. We’ve done a good job of overcoming those
obstacles, but they are challenging nonetheless.
That said, one of Wyoming’s greatest assets is its oil and
Describe a recent campaign recruiting new customers and
mineral resources. It isn’t any secret that mining revenues have
plummeted over the past few years, so our state is looking at
ways of diversifying the Wyoming economy. Going from mining
coal to attracting new businesses requires significant invest-
ments in broadband infrastructure. I’d say expanding our
broadband networks is more urgent than some other states.
retaining current customers, and how effective it was.
We have had great success with our promotional campaigns,
but strengthening the brand through one-to-one relationships
is what drives retention.
One such retention campaign
was called “We’re Right Next Door.”
We ran print ads, radio, social
media and digital advertising.
One of the primary tactics was
What’s an upcoming Silver Star initiative, marketing or other-
utilizing three billboards with
designs that combined the
images of our sales/service
people with the headline “We’re
Right Next Door.”
Customers began recog-
nizing our retail people in
public places, which helped
connect the brand with real
people. It really helped in
reiterating that our service
is local and also helped strengthen
those one-to-one relationships both inside and outside
of Silver Star.
wise, that rural telcos might learn from?
One of the initiatives that is still taking shape is a “thank you for
your business” campaign to drive retention and loyalty. While
I’m not sure what it looks like yet, I’ll be happy to report back
after it’s executed.
We can all get laser-focused on new sales and increased
revenue, but let’s not forget who brought us to the dance—our
existing customers. Pay attention to their comments, feedback
and concerns. l
Best tip for buying a cowboy hat:
Get two. Felt for winter, straw for summer.
Fill in the blank: if you like then you’ll love Wyoming.
Fly fishing (and the outdoors).
My favorite national park is:
Hart Mountain Antelope Refuge in southeastern Oregon.
It’s not really a park but it is a national refuge—and it’s a
BBQ sauce preference: tangy or spicy?
Before 2018 ends, i really want to .
Fly fish in four new rivers in Wyoming or Idaho.
Oh—and lose a few pounds.
We’re rightnext door.
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