An internet provider for Johnson City, TN, BrightRidge Broadband, needed a strong marketing strategy to support new customer acquisition and increase engagement. 

In collaboration with the Designsensory Intelligence (DSI) team, I researched competitors’ loyal users to gain a better understanding of how to appeal to prospective customers. Working under a tight timeline, I turned to DSI for direct insights, research and data to guide the creative direction of the campaign.

01 — Approach

Using the new lifestyle profiles we created based on our target market insights, I wrote a series of 

• paid search

• competitive conquest

• direct mail 

• social media ads 

specifically curated for each type of internet user.

The different channels and audiences allowed me to showcase unique benefits of BrightRidge Broadband appealing to the needs of each consumer profile. Segmenting the campaign into multiple phases, I aimed to first, raise awareness for BrightRidge’s offerings. Then I created a set of engagement pieces to share in the subsequent ad series, to earn interest and incentivize prospective customers to take the next step in their buying journey.

Paid Search:

Headlines

The Service You Deserve

Service Up to Your Standard 

Reroute to Stronger Services

It’s A Bright Idea to Switch

Connecting Your Community

Reliable Local Service

Invest In Stronger Connections

Contract-Free Reliable Service

Body Copy

Ad 1 -

Abundant Internet, Elite Service. BrightRidge Provides 24/7 Reliable Local Support. Connect To Get Comfortable.

Ad 2 -

Expand Your Comfort Zone. Broaden Your Services. Switch To The Stronger Internet Provider.

Ad 3 -

Switch To BrightRidge. Easy-Install. 24/7 Support. Reliable Service. Connect Stronger. Level Up Your Service.

Ad 4 -

BrightRidge Broadband. The Strongest Local Internet Provider. Easy High-Speed 10GIG. Switch To BrightRidge.

Paid Search:

Headlines

Your Community’s Top Choice

Unlimited Reliable 10GIG Speed

Power Up with REAL Speed  

No Contracts or Hidden Fees

Reliable Local Service

TN Powerful Internet Provider

10GIG, Connect Consistently

Get Easy & Free Installation

Contract-Free, Fiber-Backed

Stream, Game & Share at Once

Fast. Local. Reliable. 

Free Installation & Fast 10GIG

The Only 10GIG Provider

Is Your Home Game for 10GIG?

Body Copy

Ad 1 -

Connect to Quality, Affordable Home Internet with BrightRidge Broadband. 

Ad 2 -

Get Local High-Speed Internet. BrightRidge Broadband Makes Switching To Stronger Simple. 

Ad 3 -

Discover Fast Residential Internet With BrightRidge Broadband. High Speeds Up To 10GIG.

Ad 4 -
BrightRidge Broadband Brings Premium High Speed & Fiber Internet To Homes In Your Area.

Ad 5 -

Connect To Ultra-Fast Home Internet. BrightRidge Broadband: The Community’s Top Choice.

Ad 6 -

Share, Stream & Game With Hyper-Fast Upload & Download Speeds from BrightRidge Broadband.

Ad 7 -

Reliable Internet Service From Your Local 10GIG Provider, BrightRidge Broadband.

Ad 8 -

Make The Smart Switch To BrightRidge Broadband Connect Your Home To A Hyper-Fast Network.