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Jan 25, 2024
3 min

How Marketers Can Build Value-Driven Campaigns With Community Wi-Fi

Everyone needs internet access, but most subscribers don’t really know how to gauge which services are best for their needs—and they can’t understand the technical backend complexities. It’s why Tier 1 providers still advertise on speed and price: That’s the easiest way for a giant corporation to communicate their value, even though speed doesn’t translate to quality.

Progressive broadband service providers (BSPs) know that contending with their competitors on speed and price is just a race to the bottom. Instead, they focus on providing a superior customer experience and differentiated service to set themselves apart. Providing seamless connectivity in the home and beyond with community-wide Wi-Fi can help you deliver tangible value to your subscribers—value they can immediately see—while providing a net positive for the service areas you cover. And many subscribers are inclined to buy local, especially if their BSP is providing value for their family as well as their town.

Calix SmartTown™ is already trusted by BSPs across the country to offer safe and secure community Wi-Fi for their subscribers. SmartTown also provides a host of community benefits by supporting first responders, education, visitors, and local organizations, all while allowing BSPs to have a greater impact on a brand’s environmental, sustainability, and governance goals.  

Taken together, SmartTown can be a game-changer for BSPs that want to communicate what differentiates their service while doing tangible good for the towns they serve.  


The Marketing Potential of Community-Wide Wi-Fi

Imagine a subscriber going to a high school football game on a chilly Friday night. It’s a rivalry game and the stands are packed, but the cellular phone service isn’t strong enough to handle that many people in one place. Your subscriber is on a work deadline, and they need to check their emails at halftime. Every time they refresh their email app, all they get is a busy scroll. Now consider the value to them if they had Wi-Fi at the stadium because their monthly internet plan includes SmartTown Wi-Fi access; they would be able to hit that deadline while still witnessing their kid’s game. Not only is this great for your subscribers (who will automatically have access to SmartTown), but it is an advertising opportunity for you. Non-subscribers can be onboarded to SmartTown through a branded splash page.

Marketing isn’t just about getting your name in front of potential subscribers. The real magic comes when you engage with your community in new and creative ways. It’s about going the extra mile for that parent at a football game. You’re building trust, and trust is incredibly important when you’re renewing or upselling subscribers to services that better fit their connectivity needs at home and on the go.

Calix makes it easy to quickly go to market with robust SmartTown campaigns and Smart Start success engagement. The Electronic Content Builder offers marketers agency-quality marketing material while Calix Engagement Cloud helps you target the right subscriber with the right message.

SmartTown is more than just community Wi-Fi. It empowers marketers to build product offerings and marketing campaigns that differentiate your brand and provide real value to your subscribers.

To learn more, download our solution overview, “SmartTown: Community Wi-Fi Reimagined for Today’s Service Providers.

Director, Solutions Marketing Residential and Community WiFi, Calix

Candice Mayberry Storsveen is passionate about bridging the digital divide and delivering world-class connectivity to communities large and small. She brings more than 17 years of telecommunications experience to her role at Calix as the director of solutions marketing - residential and community wi-fi. Her expertise in strategic planning, data-analytics, and business development helps BSPs bring innovative broadband solutions to life.

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