Connecting You®

Background.

For over seven decades, GVTC has been a trusted provider of TV, internet, and security services in South Central Texas, building close relationships with the communities it serves. As GVTC expanded its fiber-optics network to compete with industry giants like AT&T and Spectrum, it needed a fresh, bold identity to attract new customers while maintaining the trust of its loyal subscribers. Tasked with this reimagining, we launched the “Connecting You” campaign to solidify GVTC’s position as a leading yet approachable ISP.

Challenge.

While GVTC’s reputation for reliability and community connection was well-established, its image as a local service provider risked being overshadowed as it stepped onto a larger stage. Competing against national heavyweights required a unique and modern brand identity that could attract new subscribers without alienating long-time loyal customers. The challenge was to create a cohesive vision that balanced GVTC’s deep-rooted community presence with its aspirations as a forward-thinking telecommunications leader.

We began by anchoring the brand in two new taglines: “Connecting You” and “Here for You,” showcasing GVTC’s dedication to innovation and community connection. Collaborating with GVTC’s legal and marketing teams, we secured trademarks for these slogans, ensuring they would remain synonymous with the brand’s mission.

Next, we built a modern, scalable website designed to elevate the customer experience. Featuring smooth transitions, enlarged elements, a clean sans-serif font, and intuitive navigation, the site became a seamless resource for both potential and existing customers. We optimized the user journey, delivering personalized messaging based on browsing habits, customer status, and geolocation, while streamlining access to dashboards for current subscribers.

The revamped brand identity extended far beyond the website. From advertising and fleet vehicles to physical locations, stationery, and employee apparel, GVTC’s new image was consistently reflected across all touchpoints. A refreshed blue color palette brought energy and sophistication to the brand, supporting decision-making and grabbing attention in a crowded marketplace.

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.

• Increased Engagement: Time spent on the website grew by 13.5%, reflecting a more engaging and intuitive user experience.
• Enhanced Visibility: Weekly traffic surged by 9.3%, drawing more potential customers to explore GVTC’s offerings.
• Customer Growth: New customer acquisitions rose by 3.49%, signaling the success of the campaign in attracting subscribers.

The “Connecting You” campaign proved that by honoring a company’s roots while embracing modern branding, it’s possible to bridge the gap between tradition and innovation. GVTC emerged not just as a reliable community partner, but as a serious competitor in the ISP industry, cementing its place as a forward-thinking leader in telecommunications.

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.