IN mONTHLy RECURRINg
REVENUE ON A $200
nue. There was a 15% rate of clicking on an ad and turning
it into a sale.
Triangle also revamped its mailer campaign. Previously,
it would spend its marketing budget by doing EDDMs every
quarter. Now, it mails to a very select group of members with
a targeted message. One mailer, for instance, targeted members served by fiber who stream more than 20 GB a month.
“We spent approximately 10% of the cost to do targeted mailers versus doing EDDM. Within two weeks, we had a 3-month
[return on investment] for our speed increases using targeted
marketing,” Chinadle said.
Without data, Triangle would not have been able to measure the true effects of its campaign or have a real idea of
the ROI on the marketing dollars spent, she added.
Mixing Things Up
Data certainly drives change, but it doesn’t always discourage
SRT Communications Inc. (Minot, N.D.), which serves
about 40,000 customers in north central North Dakota,
relies on billing software as well as Google and digital marketing tactics to reach customers and track the effectiveness of its marketing messages during campaigns such as
As far as the data goes, Cassidy Hjelmstad, SRT’s director of corporate communications, believes it’s important to
spread the dollars out and find a balance among all forms
of media. SRT still uses traditional media such as newspapers, along with digital. “The reason is, we’re unique in that
our reach is urban and rural,” she said. In the past, the company used a more generic strategy that covered everyone
in its territory.
The company’s data has shown that it makes the most
sense to align strategies based on a population’s demographics—regardless of whether the marketing uses traditional media or digital media.
For a security product it sells, SRT knows that urban
areas command the highest take rates. “When we target
urban areas, we look at single family housing, whether
there’s kids or not, and how many people live in the house.
That comes from places like census data,” Hjelmstad said.
In some instances, digital media makes sense for an ad
campaign. “If we’re doing a smaller campaign for a targeted number of customers, we’ll use more digital, but we
may throw in direct mail as well.” It doesn’t always make
sense to use TV over newspapers for certain campaigns.
dynamic platform that allows for quick response time and
is much less expensive than traditional forms of marketing,”
The company didn’t necessarily change what it did, but
how it did it, Chinadle explained. As an example, it was able
to boost its Facebook reach from 6,000 to around 15,000 by
making a simple tweak: changing the timing of posts.
In the past, the company would post on its social media
page as soon as it finished an ad. Now, it looks at the
exchange or exchanges it’s targeting to see what day and
what time of day the bulk of those exchanges take place on
the different social media platforms. “We do the initial post
a few hours before the optimal time so our investment in
paying to boost the post for added reach starts during the
It may have an ad ready to go live, yet Triangle might
wait a day to post it to reach up to 20% more of its members
in a certain exchange.
One social media campaign reaped particular dividends.
Capitalizing on the fact that Havre was #1 on the Weather
Channel’s 5 Worst Winter U.S. Cities of 2017–2018, Triangle
decided to post, “Snowed In? Stream Away. Upgrade Your
Speed Free for 2 Months,” on the social media site. Within
12 hours it saw a payback on the post $290 in added reve-
Summer 2018 RURAL TELECOM
“Social media is
a very dynamic
platform that allows for
quick response time and
is much less expensive
than traditional forms
SOURCE: TRIANgLE COmmUNICATIONS
Broadband Usage by Application Type