Case study · DIRECTV

Positioning a challenger ISP in the early broadband race

Role · Marketing Director, Acquisition & LoyaltySector · Telecom · Consumer Broadband (DSL)

74%

Headline outcome

cost reduction on new customer acquisition with 20% QoQ · 50% incremental promotional order increase · 20% lift in upgrades at time of order · 10% reduction in employee attrition.

The Challenge

Where we started

—DSL challenger competing against entrenched ISPs in the early high-speed internet adoption wave.
—Brand was under-defined relative to incumbents; Marketing was structured for a smaller, dial-up era business.
—Customer acquisition costs were high and loyalty programs were not tied to network or service improvements.
—Call center incentives weren't aligned to upsell or retention behaviors at the moment of truth.

The Approach

What we built

—Led the company rebrand and reorganized marketing to support a high-speed-internet GTM.
—Launched a loyalty program tied directly to ongoing network and service improvements.
—Built promotional pricing with a call-center incentive engine spanning consumer and affiliate channels.
—Designed and implemented a successful CLV program aligning acquisition, retention and upgrade motions.

The Outcome