Connecting You®

Background.

For as long as their doors have been open, GVTC has made the South Central Texas area feel like they have a reliable friend as their internet service provider. Since its founding in 1950, the TV, internet, and security provider’s goal was always to positively impact and emotionally connect to their community members.

But as they upgraded their service offering and expanded their network, GVTC was now going head to head with the heavy hitters in the ISP industry, such as AT&T and Spectrum. With their reliable service quickly gaining attention, GTVC was ready to take it to the next level. As a result, we were tasked by GTVC to create a campaign that would undoubtedly attract more potential customers and position the service provider as a serious competitor.

Challenge.

While GVTC showed unquestionable potential, they needed a unique identity that would set them apart. Additionally, we also found that current subscribers were used to GVTC image as a local service. So our challenge was to create a brand-new vision for GVTC. Overall, we would have to ensure that in our goal to attract new subscribers and rebrand GVTC, we would take care not to also alienate their existing, loyal customers.

Campaign.

We built a campaign for GVTC and The GVTC Foundation that began with an identity highlighting their renewed mission to create more meaningful relationships with their community while, at the same time, showcasing their modern, creative vision of connecting families with technology.

We first collaborated with GVTC’s legal team and marketing manager to win the company a trademark, which granted them the two taglines “Connecting You” and “Here for You.”

We then developed a scalable website with modern UX and UI that included smooth transitions, enlarged elements, sans serif font, straightforward CTAs, and carefully placed navigational elements. After implementing this identity to the website, we extended it to GVTC’s advertising, fleet vehicles, sales enablement, physical locations, stationery, and apparel.

We also revamped the content architecture by first streamlining information for potential customers and directing existing subscribers to their dashboards with personalized messages.

Results.

The campaign increased the time spent on a page by 13.5%. Weekly traffic also increased by 9.3%. And finally, new customer acquisition grew an impressive 3.49%.

FIVE
To gain the attention of new customers while maintaining GVTC’s local and reliable image, we had to work on creating a unique and authentic identity that stood out from the rest. So we first looked at GVTC’s long history with the community.

Since they were one of the oldest service providers in the US, GVTC was able to grow a special, close relationship with their communities that other ISPs were still working on or failed to achieve. Because of this, our team could then choose a position that showed off a warm and inviting company with a modern flair.

We then worked on three distinct audiences – new subscribers, potential subscribers moving in or around the service area, and former subscribers still in the area. This gave us the framework to start crafting a unique image for GVTC to win them more customers.

ONE
When putting the plan into motion, our team started from the ground up. First, we worked to create the perfect slogan with GVTC that encapsulated their reimagined image. “Connecting You” and “Here for You” were excellent taglines that both showed GVTC’s approachable image while also being a major player in the telecommunication service industry.

With our understanding of the importance of colors in branding, our team then changed the GVTC’s color to a powerful blue that would grab attention and help drive decision-making.

When creating a scalable website, we even updated the font to be more accessible and further optimized GVTC’s customer experience across its digital presence by implementing marketing communication messages expertly customized based on users’ browsing habits, customer statuses, and geolocations.

TWO
Our approach to staying true to GVTC’s established identity while creating new and modern branding was all thanks to our team’s understanding of the essential touchpoints that informed us about GVTC’s deep-rooted relationship with their community and the ISP industry.  With the increased traffic, more time spent on the website, and new customer acquisitions, we have helped GVTC elevate its brand and make a stronger impact on their community.