A leader in Ethernet-based communications, this B2B division of Cablevision serves over 3,0000 tristate New York business customers. Yet despite its superior network, technology, customer service and pricing, many companies were unaware of Optimum Lightpath and why it was a Smarter Way To Go than Verizon or other telecoms.
To entice businesses to switch, WP worked with the brand’s Dallas agency to create a “smart” theme and a comprehensive direct marketing campaign. Targeting medium, large and enterprise businesses in 8 key industry verticals, the multilevel, competitive strategy comprised over 80 custom letter kits, emails and dimensional mail packages – plus a high visibility OOH promotion featuring oversized building banners draped over Madison Square Garden. These unique tactics not only helped draw attention to this little-known Cablevision brand, it attracted a wealth of new tristate businesses to join Optimum Lightpath’s Smart Community network and become loyal customers.