Madison Avenue Comes to Main Street: Here’s How Broadband Marketing Is Reaching New Heights

Matt Collins

Chief Commercial Operations Officer


Rural broadband service providers have always relied on scrappy, innovative marketing tactics in the face of larger competitors. At Calix, we are committed to providing world-class marketing campaigns and creative assets that differentiate your brand in your community and excite your subscribers with innovative managed services. This commitment is paying off—thank you.

Digiday recently recognized Calix during the global media brand’s 2023 Digital TV & Video Awards with the award for Best Advertiser in TV or Video for a series of commercials created in partnership with comedian Gerry Dee. Digiday’s industry-leading awards and events recognize visionary companies on the cutting-edge of marketing innovation. This year’s recipients also included Playstation, Roku, and The Washington Post.

Calix created the video series to allow BSP marketers like yourself to launch sophisticated commercials focusing on compelling differentiators such as reliability, connected services, and a focus on subscriber experience. For this reason, I can unequivocally say that our recognition is not about us, it’s about you.

The acclaim is a giant step forward for our community, as marketing experts outside the broadband industry begin to recognize the power of innovative marketing in small-town America. For that we are grateful. And for that, we say thank you to our amazing partners, who show up every day in ways that make a true impact on the lives of so many.

Serving Up Award-Winning Innovation

We have been preaching for some time now about the necessity of a differentiated go-to-market strategy. Rural broadband providers are experiencing more competition, more fiber builds, and a need to truly show their subscribers and prospects what makes them special. In this environment, speed is a simple commodity, one that any internet provider can compete on. What the Gerry Dee market activation videos show is that rural providers are more than a speed pipe, they are connected experience providers that create innovative products and services that address the exact needs of their subscribers. And they are marketers that can build campaigns that far exceed their headcount and budget.

Many BSPs expect to compete for new subscribers this year. That will require a differentiated subscriber experience and resources that allow you to deploy sophisticated marketing assets based on a personalized brand experience.

The Calix Electronic Content Builder (ECB) as well as access to a go-to-market team help small BSPs easily create unique, award-winning marketing campaigns. Calix provides the assets and support. All you need to do is add your logo and brand voice and you’re ready to launch. You no longer need to spend hours or a significant budget on creative, instead you can focus on deployment.

CentraCom Uses Humor to Create Meaningful Connections With Customers

Nate Palmer, Vice President of Marketing at Centracom, sees the award-winning Gerry Dee videos as “a testament to how humor enables us to further develop close ties with our subscribers.” Nate understands the value Calix’s Market Activation brings to his team. "Our marketing team leveraged these videos to promote our Wi-Fi service across multiple channels to a strong reception. The ability to leverage these world-class creative assets frees up our team to focus on how else we can improve the subscriber experience. We can’t wait to see what Calix and Dee come up with next.”

The Thought Leadership Continues

Every day I speak with innovative BSPs—many of whom have a marketing team of one—that leverage Calix solutions to build award-winning, data-driven marketing campaigns. Now that marketing industry leaders have recognized the success we can achieve together, the sky is the limit for your marketing strategy. The Digiday award is a testament to all we’ve done together, and a reminder of the amazing work Calix and our partners can continue creating in the future. 



OCT 14 - 17, 2023

Wynn Las Vegas Resort and Spa


What's Better Than An Award? Seeing Our Customers Win Big With Marketing

Quanda Hunter

As a marketer, you’re always trying to build your brand. We were thrilled that Calix was recently named the winner of not one, but three awards recognizing innovation and excellence in marketing. It’s gratifying to see the investment we’ve made in developing Calix Marketing Cloud and the Calix Market Activation program validated by leading tech and advertising industry organizations like Cloud Computing Magazine, Internet Telephony, and Digiday.

Managed Services and Marketing—SCTelcom Shares 3 Tips To Become an Experience Provider

Wendy Crenner

As a rural cooperative, SCTelcom has been delivering on our mission of providing dependable and affordable communications to members in Kansas and Oklahoma for 70 years. But new provide much more than simple connectivity. We give our members connected services that enrich their lives. Here’s how we’ve been able to avoid the “speed trap” and transform into an experience provider that’s bringing ever greater value to our members and communities.

Improving on Perfection: How Tombigbee Is Taking Its NPS to New Heights

Sam Achuff

Tupelo, Mississippi-based Tombigbee Fiber finds itself in an enviable position. They recently ran the company’s first Net Promoter ScoreSM (NPS®)* survey, achieving a 91 out of 100. It’s a remarkable number considering that the average telco NPS score is an abysmal 31–lower than health care. 

The Subscriber Experience Was Top of Mind at Marketer Summit 2023

Naylor Gray

The simplest questions sometimes have the most nuanced answers. The second annual Calix Marketer Summit in Austin, Texas asked such a question. And marketers around the country came together to discuss their ideas and put their own spin on the answer. 

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