Overview
Content and channel strategy, competitive benchmarking and a reputation campaign for a regional energy company's broadband and fibre business, aimed at improving how the brand is trusted and understood relative to national competitors.
Who This Is For
Regional broadband, telecoms and utility providers competing with larger national brands. This case is most useful if:
- product and pricing pages confuse both residential and business customers
- support documentation generates calls instead of preventing them
- your reputation is measured externally but managed by chance
- national competitors have stronger brand recognition
The Challenge
The client's broadband arm competed against larger national providers with stronger brand recognition.
Business and residential customers needed clearer product and pricing pages. Existing documentation, such as modem setup guides, needed to help people self-serve rather than generate support calls. And the brand's reputation needed active management, benchmarked against Norway's independent customer satisfaction index rather than left to chance.
Our Approach
The team now behind ECM.DEV developed a channel and content strategy for the broadband business.
- Residential and business pages: clearer product and pricing content for both customer groups.
- A reputation campaign: informed by the Norwegian Customer Barometer, an independent annual customer-satisfaction benchmark.
- Competitive analysis: positioning against national providers such as Altibox.
- Support documentation: practical customer-facing material, including setup guides for customer modem hardware.
Impact
Reputation as a measured target. The campaign was built against an independent, recognised customer-satisfaction benchmark rather than internal assumptions about brand perception.
Support content as brand experience. Even a modem setup guide was treated as part of the customer's experience of the brand.
Competition in view. Content and positioning decisions were made with a clear picture of how larger national competitors positioned themselves.
For a challenger brand, the setup guide is marketing too. Customers judge the provider by the moment the modem does not work.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
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