Brand Challenge
BendBroadband is the leading internet, cable and telephone provider in the greater Central Oregon region. As a growing destination for Silicone Valley technology transplant companies such as Facebook and others, the area attracts many start-ups and new residents. With increased outside national competitive providers moving in to take away marketshare, BendBroadband needed to clearly define their brand position as the leading and preferred local provider.
Solution
Before moving to creative develop, focus groups were conducted with local customers and non-customers. The findings provided the most significant drivers of customer satisfaction of: 1) Responsive to customer needs, 2)Ability to troubleshoot and quickly solve problems, 3) Able to talk to the (appropriate & English speaking) tech/customer service person when needed, 4) No disruption in service, and 5) Responsiveness, reliability, trust.
This was considered as the foundation for brand development in addition to the local demographic of Central Oregon made-up of significant outdoor enthusiast’s who snow ski, kayak, hike and mountain bike—including a large percentage of dog lovers and owners. We recommended a strong connection with the local community through a streamlined black lab identity representing responsiveness, trust and loyalty. The tagline “We’re the local dog, we better be good”, was also recommended to clearly stake their leadership position and commitment to the local community.
Results
Within the first year of the new brand launch, BendBroadband experienced 300% in favorable brand awareness in the greater Central Oregon region.
90% of both current customers and non-customers listed BendBroadband first when asked about Internet, cable or satellite TV companies serving the Central Oregon region.