With marketing materials still stuck in the age of dial-up, GWI partnered with Blaze to help with repositioning efforts and to reintroduce itself to the people of Maine as a leader in high-speed Internet. Our first initiative was to launch a new website that included improved messaging and a refreshed aesthetic built around a more fun, approachable identity.
With a fresh tone and visual approach locked in, we shifted our efforts to introducing GWI as the only internet provider in Maine committed to improving the communities in which it does business. We launched the Band Together campaign as a way to engage with and educate our customers and residents in Maine. Taking a hyper-local marketing approach, we integrated GWI’s message and mission across social, in local coffee shops and watering holes, with door hangers and direct mail, and even by supporting charitable organizations through donations and volunteer opportunities. And we didn’t stop there. We implemented an always-on statewide paid search and social campaign to increase GWI brand profile and test meaningful messages in the wild. (We are, after all, promoting an internet company!)
Our partnership with GWI continues to this day and we have big plans to further differentiate the brand from its commodity-marketing competitors. In the meantime, we’re pretty pleased with our results to-date: establishing GWI as an internet company that people actually – dare we say it – like.