In 2020 Citius Fiber, a new player on the glass fiber player, launched. The brand stands for reliable and affordable access to internet, TV and (landline) telephony. Together with BAM Infra Telecom, Citius Fiber started developing a glass fiber network in Prinsenbeek in 2020, with the goal to give 5.000 households access to Gigabit internet. Citius Fiber and BAM Infra Telecom were responsible for the (technical) preparation, building permits, financing, and the development and maintenance of the network.
Development and execution of marketing plan
Sound was asked to help Citius Fiber with the development and execution of a marketing strategy. Citius Fiber had strong ambitions to grow their business in the Netherlands. To enter the glass fiber market as a start-up, they needed a strong offer to convince consumers to switch to their brand. A strong, decent marketing strategy was therefore key; with brand awareness and, eventually, converting leads to new customers being the main goals.
Sound teamed up with XOXO Branding & Communications, who developed the proposition ‘gratisglasvezelaansluiting.nl‘, including new branding.
We created a marketing campaign, using billboards, advertisement, direct mail, online advertising and developed a campaign website, making it easy for the consumer to sign-up.
Because of all the groundwork, developing a new glass fiber network took around 8 months. Communication with local residents was therefore important. We partnered up with local businesses, counsel, and local press.
Despite the fact that Citius Fiber had no awareness in a very competitive market and launched at the beginning of the pandemic, we had 90% of the target group sign up to access glass fiber.
Citius Fiber is now part of Delta.
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