FTC

National competitors came armed with big budgets and limited empathy. We helped FTC fight back with authenticity. The strategy was simple: lean into what makes FTC different—its deep roots in the community. Anchored by the message, “We live here, too. We get you,” the campaign spanned digital, social, and traditional channels to spotlight FTC’s unmatched reliability, value, and commitment to the people it serves.

We didn’t just show up in every channel—we showed up with purpose. From digital banners to radio spots, every tactic was tailored to feel close-to-home and close-to-heart. But we didn’t stop at paid media. Direct mail delivered straight talk to actual mailboxes. Owned channels—email, bill inserts, the whole neighborhood toolkit—kept the conversation going with customers already in the fold. This wasn’t a brand talking at people. It was FTC showing up like a neighbor who actually knows the neighborhood—delivering clear value and real improvements, without the corporate gloss.

Instead of joining the discount race to the bottom, we positioned FTC as the smarter long game—delivering a stronger value value through fiber builds that are actually happening and a growing tower network that’s hard to ignore. More speed. More coverage. More backbone in the community. Because FTC isn’t just promising better—they’re building it.

To ensure reach and resonance, we rolled out an integrated media plan combining digital, social, and traditional placements. From scroll-stopping posts to community-driven print and radio, the campaign stayed visible and relevant across all five counties.

In a hyper-competitive market, FTC not only held its ground—it grew. The campaign drove meaningful subscriber growth and major increases in speed upgrades, and it helped FTC outperform its goals year over year.