RESULT: Initial marketing budget investment of $5M leveraged into more than $1B in revenue with more than 20,000% ROI and recognized market dominance.
One of the United States’ leading national wireless providers faced a serious challenge. Although the company was rated to have the most reliable network available across the country—a critical factor for first responders—they had not explicitly addressed the US public safety market, a substantial public sector segment with considerable potential revenue growth opportunity. A large competitor appeared to comfortably ‘own’ this market.
We researched this segment, determined that the competitor’s push-to-talk technology patent was about to expire and that the timing, as well as the company’s existing service offerings, network and customer service delivery capabilities, as well as the impressive brand strength of the company, presented a compelling opportunity to enter and capture this market.
Working cross-functionally with Marketing, Government Relations, Product Development, Pricing, Network, and other internal organizations, we recommended and implemented a national crisis response team rebranding that unified the company’s externally-facing approach to their value of ‘running to a crisis, not away from it’, launched a multi-channel national advertising campaign focused on attracting new data subscribers and increasing data usage, rebranded and increased their trade show presence, launched an inbound sales center to manage the flood of new sales traffic, and created a new physical offering using existing products that precisely targeted the needs of the public safely market to meet Federal Acquisition Regulations (FAR).
The program resulted in significant revenue generation, including an overall 20,000%+ return on investment (ROI) with more than 5,000 inbound data service leads from government agencies in just the initial launch—representing multitudes of annual lines of service and competitive average revenue per user (ARPU) metrics. Even years later, the government head of a wireless industry competitor remarked that this program meaningfully altered the public sector market, stating how all of the wireless carriers were forced to adapt their go-to-market strategies to continue to remain competitive.
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