Frontier Communications

With fiber-optic and copper networks spanning 25 states, Frontier Communications offers a variety of residential and business services—including video, high-speed internet, advanced voice and Frontier Secure digital protection solutions. Frontier Business offers communications solutions to small, medium and enterprise businesses.

E-Rate is a Universal Service Administrative Company program that provides internet, telecommunications and equipment funding for eligible schools and libraries. When educators were forced into virtual and hybrid environments in 2020, their need for bandwidth and IT funding through the E-Rate program increased. By 2021, the abrupt shift to these new environments had created an opportunity for reliable telecommunication technology partners to help schools and libraries meet their communities’ new demands.

Fronter Enterprise wanted to expand on the success of its E-Rate campaign and enhance sales outreach. The goal was to retain and grow revenue for 2021. And while Frontier’s sales team had experience in security business through E-Rate, they also recognized that they’d eventually reach a plateau without marketing alignment. Frontier turned to DS+CO to strategize, conceptualize and develop a marketing campaign to support sales outreach through demand generation and lead generation.

DS+CO designed a foundational strategy to support growth in two key customer segments: existing E-Rate participants and non-participants. To reach those segments, DS+CO developed an integrated, multi-channel lead-generation campaign that coordinated email marketing, digital paid media, direct mail, content strategy and marketing automation tactics. CTAs across marketing collateral directed target audiences to personalized and segmented landing pages where Frontier could capture their lead information. Once a lead submitted their information, Frontier’s marketing automation engine triggered a series of nurture emails designed to keep prospects engaged while the sales team attempted to close them as won.

DS+CO’s concentrated multi-channel strategy and coordination with Frontier’s sales team led to improved sales success and positive monthly recurring revenue growth—up 44% year over year. Our content and distribution strategy of targeting customer segments also contributed to higher audience engagement and a 243% increase in prospect response rates.