Sharpening Point Broadband for future growth
Contributions
A Refreshed Point Broadband
A fiber internet company poised for big growth needed an updated logo and a more cohesive brand presence to reveal its strength in service offerings to multiple new markets.
Situation
Due to rapid growth through multiple acquisitions, fiber internet provider Point Broadband was experiencing inconsistencies in culture and brand presence.
Strategy and Solution
Red Letter created an enhanced brand presence based on strategic brand pillars that brought consistency to the company’s messaging. A new logo, updated website and targeted communications established Point Broadband as an up-and-coming fiber internet provider with much to offer in the way of life enhancement for their customers.
A fiber brand for living
Pillars for Point Broadband were established with a goal of improving lives, empowering work, and elevating play for customers. Overall, these pillars place focus on Point Broadband’s reliable, super-fast speed and responsive customer service, business solutions and “from home” features that improve communications flexibility and productivity, and the capabilities of symmetrical speeds to improve file sharing, social experiences, entertainment enjoyment, and gaming performance for customers.
Updated logo
Developed with a consistent Wi-Fi icon in the “p” and placed with “fiber” and the company’s other extended services, a new logo featured a more approachable modern lowercase font and helped Point Broadband simply say “internet” to their customers.
Optimized, e-commerce website
A better, mobile-friendly website for Point’s current and prospective customers was critical for increasing sales and improving brand presence. The addition of an e-commerce platform allows customers to conveniently sign up for services online, and as a result Point has consistently met and exceeded sales goals month to month. To show off the new branding, we included updated imagery and iconography throughout the site. User-friendly updates like streamlined menu navigation and simplified page layouts allow users to browse with ease.
An invite to experience the brand
With a strong call to action, “Live Life on Point” is a targeted message that supports the new pillars and can be adjusted by audience for use in new market builds. With a theme and meaning that’s easily understood and adaptable to all tech, the message introduces the brand while telling customers they can live their best life by switching to Point Broadband.
The message loud and clear.
600%
Increase in leads in a 4-month period.
44%
Increase in new website users from paid search and digital display ads.