JURASSIC FIBRE - Launch to market, strategic brand positioning and community engagement
South West based telecommunications startup Jurassic Fibre approached Astley Media to assist them with their pre-launch local communications strategy. This innovative company, building an ultrafast broadband network across East Devon, was keen to connect with key stakeholders in the region.
At the same time it was crucial to the brand’s success, to gain a thorough understanding of their target customers before finalising their strategic marketing direction and brand positioning.
Our approach had two key strands.
Firstly, we worked closely with Jurassic Fibre to devise a research and insights strategy, to learn more about their target audience, which included focus groups, competitor and market analysis and brand vision workshops and detailed reporting on the findings.
Secondly, we planned and implemented a PR and community engagement strategy - using our local knowledge and network of regional contacts to identify opportunities for meetings, introductions and presentations with influential journalists and stakeholders.
Secured buy in from local people and the media, as well as significant support from local councillors, land owners and businesses.
Delivered a successful regional and business media campaign with a groundswell of positive coverage.
Supported Jurassic Fibre to deliver two key launch events - the launch of their IT partnership with Tata Consulting and the supplier partnership/ launch of their business products with SW communications.
Delivered a programme of research and insights, including 7 focus groups, which helped to determine priority audiences, customer requirements and preferred marketing channels.
Led brand workshops with the Jurassic Fibre team - to determine brand proposition, values and messaging and inform the creative advertising campaign.
Devised and implemented digital content plan - developing excitement and anticipation around the brand pre-launch, allaying concerns and fears about the network build, imparting regular and useful information and recruiting local ambassadors to champion the brand.
Network launch resulted in 1,500 registrations.