Digital Strategy Recommendations Written Proposal - Allo Communications

Allo Communications

Digital Content Strategy Recommendations Dakota Anderson, Heather Ellis, Ned Koley, Brittany Ringler, Jiayi Li

Revision History ›› Created: 11/2/2016

›› Revised: 11/10/2016

›› Revised: 11/22/2016

›› Finished: 11/30/2016

Allo Communications 2016 Digital Strategy Recommendations | 12/2/2016

Table of Contents Include a Table of Contents using the different headers included for each of the sections below

Allo Communications: Digital Content Strategy Recommendations

Contents

Overview of the Business ……………………………………………………………………………………………………………………. 2 Evaluation of Current Digital Marketing ………………………………………………………………………………………………. 3 Overarching Goals of Your Digital Marketing Recommendations ………………………………………………………………………………………………………………. 4 Allo Key Audiences ……………………………………………………………………………………………………………………………... 4 Brand Voice: What’s Allo’s Personality? ………………………………………………………………………………………………. 4 Brand Tone: How We Say What We Say ………………………………………………………………………………………………. 4 Digital Ad Recommendations ……………………………………………………………………………………………………………… 5 Email Recommendations ……………………………………………………………………………………………………………………. 5 Social Media Recommendations ………………………………………………………………………………………………………… 7 Video and Motion Graphics Recommendations …………………………………………………………………………………. 9 Search Engine Optimization Recommendations …………………………………………………………………………………. 9 Content Marketing Recommendations ………………………………………………………………………………………………. 10 Influencer Marketing Recommendations …………………………………………………………………………………………... 10 Website Goals Recommendations ……………………………………………………………………………………………………… 11 Marketing Tech Recommendations ……………………………………………………………………………………………………. 13 Mobile Site Recommendations ………………………………………………………………………………………………………….. 13 Ecommerce Recommendations …………………………………………………………………………………………………………. 13

Overview of the Business

Founded and headquartered in Lincoln, Nebraska, Allo Communications is a Nebraska-owned and Nebraska-based company striving to provide the best communication and entertainment options to residents and businesses. It currently offers services to seven Nebraska cities with more than 335,000 people including: Alliance, Bridgeport, Gering, Lincoln, North Platte, Ogallala and Scottsbluff.

Allo Communications is the only true, all-fiber service available in the entire state of Nebraska. It provides internet, phone, and TV streaming services via a fiber connection. Fiber is superior to the traditional copper connections because it is made of light, which entails very little signal loss meaning data moves at a higher speed over a greater

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distance. Fiber is quicker, safer, and just more convenient - which puts Allo ahead of the game against competitors. Allo’s business internet and metro ethernet offers unparalleled speeds at 55 Mbps, 100 Mbps, and 1 GIG. Their TV service offers over 110 channels, providing everybody something they can enjoy. With wireless TV boxes, consumers no longer have to deal with a mess of cords in their entertainment system. The phone service connects with existing phone systems so there is no need to change telephone numbers. With all these benefits and positive features, Allo has gained the reputation for creating a premier network, jobs and a new way of living.

Evaluation of Current Digital Marketing SWOT

● Make first appearance on Google when searching fiber internet Nebraska

● Uses ad to place itself on top when searching high speed internet Nebraska

● Replies within minutes rather than days ● Responsive web layout ● Good social media following ● Thorough FAQ section

● Not all of the social media handles and names match (Allo Fiber or Allo Communications?)

● People generally don’t know what Fiber or Allo is ● Two different YouTube pages, different logos and

branding on both ● Broken links in about section of YouTube page

● Only true fiber in Nebraska ● Could make more videos on YouTube and link to

social media explaining fiber, Allo, tech/industry, etc.

● Local company is more trustworthy ● Current is blog has good content, could promote

more and create more visual content to go with ● Nebraska campus contract

● Other companies claiming 1 Gig speeds ● Potential future competitors in Nebraska ● Requires construction ● Competitors (TWC and Windstream) are

established and have much larger followings and name recognition

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Overarching Goals of Your Digital Marketing Recommendations The main goal for this campaign is to build brand awareness about Allo, help people understand what fiber is, and acquire new customers.

Allo Key Audiences The key audience is businesses in the Alliance, Bridgeport, Gering, Lincoln, North Platte, Ogallala and Scottsbluff area, but we could also target for household connections as well as other interested cities in Nebraska.

Primary: Businesses in Lincoln The primary audience is businesses in Lincoln, specifically offices in the downtown area. Downtown is under construction for the fiber wiring currently, so marketing to businesses in this area is a great opportunity. Businesses will create higher revenue for Allo because of the bigger quantity of internet service they will need. Examples include:

● Offices in Downtown ● Offices in Haymarket ● University of Nebraska-Lincoln

Secondary: Businesses in other Nebraska Communities There is already fiber in place in Alliance, Bridgeport, Gering, North Platte, Ogallala and Scottsbluff but there is more area to expand to

● Allo can promote its internet and TV bundle to businesses in communities that is already has a footing in. ● Also can begin to expand into larger Nebraska communities with big business areas: Omaha, Grand Island,

Kearney, etc. ● There is also an opportunity to promote their TV service to local sports bars

Brand Voice: What’s Allo’s personality? Allo Communications is down to earth but also very sophisticated at the same time. Allo is like a mentor or somebody you look up to, to help you with certain situations you didn’t understand/needed the answer too. Allo is very accountable, driven and reliable to small/large businesses in the Lincoln area, which is why consumers use their services on a day-to-day basis.

● Community-driven ● Competent ● Passionate ● Sophisticated ● Helpful

Brand Tone: How we say what we say Allo is:

● Personal ● Supportive ● Informative ● Conscious ● Academic

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Digital Ad Recommendations 1-2 sentences explaining why Digital Ads make sense for your business/organization

Digital ads make sense for our business because our services provide a means to people to go online. If someone sees our ads while using the Internet, they may rethink their current Internet speeds or how much they are paying. Provide 2 types of digital ads that you would recommend and outline each with bullet points that explain

1. Static Digital ad ● Goal of the Ad - to inform and make aware potential customers of our service offers in hopes they will visit or

get a quote ● Identify the platform/where the Ad will run - banner ad across multiple sites ● What will the creative look like and or/do? - simple, clean ad with name/logo and promoting fastest, true fiber

Internet ● 3 bullets to identify how you will measure success Clicks - Quotes - New Users

2. Social ad ● Goal of the Ad - to inform and make aware potential customers of our service offers in hopes they will use our

services or spread word about them ● Identify the platform/where the Ad will run - Facebook, Twitter, Instagram ● What will the creative look like and or/do? - Relevant stock image with name/logo supporting information

promoting fastest, true fiber Internet ● 3 bullets to identify how you will measure success Likes/Retweets - Shares - Clicks

Email Recommendations Allo could be using both types of email, marketing and especially transactional, in their digital strategy. Transactional emails are important because customers should get one every time they pay their monthly bill, or after they first sign up for the internet service. But, marketing emails could also be useful because Allo could do monthly newsletters about fiber internet that reflects their content marketing on their blog. Transactional Email Example

● To thank the customer for their payment on their bill. ● The main message would be details on the transaction of the bill, but the CTA could be ● Email mock-up:

o Subject line: Thank you for your Payment! o The deliver date would be moments after the payment is processed o Blocks of Content:

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o

● Measuring success: o CTA clicks o Open Rates o Unsubscribe rate

Marketing Email Example

● E-newsletter ● The emails will have tech industry news, and also updates on the Allo company. The CTA would be purchasing the

internet service through their website. ● Email mock-up

o Blog Post title. Example = “Allo is Open (and awesome)” o Monthly or Weekly delivery, depending on the open rate of the person o Blocks of Content:

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▪ ● Measuring success

o CTA= opening the blog post o CTA=opening the find out more button (conversion) o Open Rates

Social Media Recommendations Social media could help companies target users precisely, enhance interaction and distance between consumers and businesses in whole marketing, which is that use some media channels for sharing relevant and engaging allo content with the right business or organization on the right platforms at the right time. social media is benefit for building our brand awareness, connecting with an audience, driving traffic to your web properties and sharing all kinds of things about Allo for local consumers. Twitter:

● Primary Audience - Local business in Nebraska Lincoln ● 3 goals you want to accomplish using this channel

-Using social media to increase Allo’s reputation -Add more information on Twitter to improve trustworthy for Allo. -Producing more customers

5 themes that would make sense to share regularly -The Internet information and news about Allo, including the upload,download speed; reliable and free stuff -The Digital Tv about number of channels - Allo phone, including Caller ID, Call Waiting, Voicemail, and Call Forwarding -Allo service -WAIVED SECURITY DEPOSIT

● How will you measure success? We could check the social shares and influencers on Twitter every single day, we also could use the CTR(Click-Thru Rate) and to see all comments or others linking to our Allo content

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Samples:

● Mock up 3 sample posts based on your recommended platforms 1, EXPERIENCE THE DIFFERENCE OF FIBER, the Internet, TV, and phone that move at the speed of your life. 2, If you want your internet up to 1 GIG of blazing-fast speeds up and down mean you never have to wait for buffering, Allo is a good choice. 3, Just a few days left to enter our November giveaway. Click the link for a chance to win a $250 grocery gift card!

Facebook:

● Primary Audience - Local business in Lincoln and people who prefer to use Facebook ● 3 goals you want to accomplish using this channel

- Using facebook to increase the allo’'s reputation and add more followers - Add more information on Facebook to improve trustworthy for Allo - Add more sharing influencers

● How will you measure success? - Who is sharing (influencers) ; Number of comments; CTR (Click-Thru Rate) ;Comments or others linking to

your content

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Video & Motion Graphics Recommendations A video or motion graphic are important tactics because not everyone knows who Allo is the difference in

speed between Internet data being passed through a copper cable vs a fiber optic cable. A video or motion graphic can better explain differences than text or a picture. Setting up a YouTube Account

● Creating and managing a Youtube channel gives your company a larger reach to audiences to find your company. When properly managed, it can also be useful to demonstrate benefits of services and can be shared across other social channels.

● Allo . Nebraska . Internet . High . Speed ● Who is Allo/Fiber vs Copper . Fiber for home . Fiber for business

Samples

● Briefly outline one motion graphics video that would make sense for your business/organization o What’s the purpose/goal of the video? To inform of Allo services and its benefit to local businesses and

homes o What platform (where would you post this video) and why? Facebook, Instagram and Twitter because

they are the 3 largest, most used site on both computer and mobile devices. o What would the content be? a video mostly containing large text so a viewer can watch the video while

scrolling and not have to listen to its audio while also showing infographics and contact information o What is the CTA (if there is one?) Visit website to learn more

● Briefly outline one other video (non-motion graphics) that would make sense for your business/organization o What kind of video are you recommending? Promotional speaker explaining benefits to your business

with Allo Fiber o What is the goal of the video? Interest and Inform viewers of Allo and its fiber services o Explain what the content of the video would be forward facing speaker accompanied with charts

explaining benefits of fiber and B-reel of people working in a business o What is the CTA? Visit website for a quote today o What platform (where would you post this video)? Uploaded to Youtube and shared across our website

and other social platforms

Search Engine Optimization Recommendations When it comes to SEO, a couple of aspects are involved: words used on your site (keywords), site structure and link building. An important aspect of SEO is making it easier for users, consumers and search engine robots to understand. Getting more in-depth, SEO allows most people to use “search” to find your site as well as allowing users to turn to search to find what they’re looking for. SEO is also important for search queries, which are the words used to find a specific website. These aspects can help a company optimize their website for search rankings, which will improve their search engine rankings.

1. High Speed Internet Lincoln 2. Fast Internet Lincoln Nebraska 3. Fiber Fast Internet 4. High Speed Fiber Internet 5. Fiber Lincoln Nebraska

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Content Marketing Recommendations Content marketing is crucial because it can help you engage an audience that otherwise might avoid all your advertising. It can also help turn your business into more than just an advertiser and more to a hub where people can watch, read and engage in content of interest to them. Video

- Video could be a great tool for Allo to create content that isn’t necessarily advertising for them, but instead just focused on their tech and communication industry and what their target audience would want to watch. Video topics could range from Fast Internet vs Slow Internet, Tech unboxings, TV reviews and so much more.

- This could be a video series curating content around the topics that are of interest to our main demographic.

- It will help establish a name for Allo while engaging people with our company. - It makes sense because in this day in age, just focusing on traditional advertising isn’t going to work. By

creating content that is interesting, fun and engaging, we can shed the typical “boring internet company” stigma.

- It could be a weekly video series. - The videos will be uploaded on our YouTube channel. They will be shared in the email newsletter, on our

website and on our social media. - Because this marketing isn’t necessarily aimed towards making more sales but instead just growing our

brand awareness, success will be measured by how much engagement the videos get and how much our social media channels grow in following.

Testimonials

- Because so many people don’t know what Allow is or how it could benefit them, testimonials could be a great addition to their website and social media that could be consumers or professionals telling how much they love Allo, how simple it was to install, what they are able to do with such fast internet, etc.

- These could be either written or video of consumers of Allo talking about their experiences. - It’s able to communicate more about what Allo is from the “average person” instead of coming from a

confusing communications company. - it makes sense because so many people don’t know what “fiber internet” is or why they need it. - This could be something that comes out quite frequently, 3 in a weekly email newsletter. - It will be placed on the website (for new consumers who go to that to see what we are) but also on our

social media (primarily for new consumers as well) and in emails sent out to people who gave us their emails either during installation or because they were interested.

- We’ll measure success by how much engagement and conversation the testimonials are starting compared to how many new customers we receive.

Influencer Marketing Recommendations Influencer marketing could work really well for Allo Communications if they focused on the tech side of it. It could help bring new audiences to Allo and makes us more prominent in the younger audience that really enjoy content creators. Sponsored Posts

- YouTube creators could create a few videos for us talking about our services and how it’s helped improve their lives, internet etc. They would upload to their respective channels and then we could link to them on our own social media. Connecting with Influencers would really help show that Allo is not just a boring communications company and that we are connected with the younger crowd.

- We’ll measure success solely by how many views and how much engagement the videos get and if it sparks anything on our own channel/medias.

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Guest Posts

- Allo could have influential tech bloggers post onto our own website once a week or biweekly. He/she could post about our services, industry news, new products, etc. It would help drive their audience to our website and once again help get the Allo name out there.

- We’ll measure success by click thru rate on those specific posts compared to our own written blogs.

Website Goals Recommendations Having website goals is an important aspect for your business/organization when creating a website and/or maintaining a website. Your website is one of the first things users are going to see when searching for your organization, so it’s important that everything is clean, consistent and concise. Website goals help to inform a lot of the decisions that influence how your website is designed and built. Knowing what your company specifically wants and what they want to get out of their website can answer a variety of questions. For example, it can help your company answers, “what information should we prioritize on each page?” “What do we need in order for users to come visit our page?” Even though these are only a couple of the questions that website goals can answer, you can then start making decisions as a company to start realizing them.

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Identify 3 tactics (in bullet point form) that you would utilize to drive traffic to your site

● Offer a free month trial to businesses that enter their email and information ○ Measure click thru rates with how many people enter their information and email to get the free trial as

well as measuring how many people purchase a service after their trial ends. ○ https://www.allocommunications.com/?utm_source=Allo&utm_campaign=month_trial

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● Users requesting a quote ○ This allows us to get user information and emails. We are able to measure click thru rates and how many

people actually complete it, how many people get a quote and how many people take that quote and purchase a service for their business.

○ https://www.allocommunications.com/?utm_source=Allo&utm_campaign=request_a_quote ● Have a contest on Facebook for households to win a free service for three months

○ We would be able to measure click thru rates and how many people enter the contest ○ https://www.allocommunications.com/?utm_source=Facebook&utm_campaign=facebook_contest

Marketing Tech Recommendations -Brand awareness -Change management -Propaganda consciousness -Advertising and marketing mix Enterprise has strong understanding to manage can enhance the operational efficiency of enterprises, so that business or organization of Allo have a clear direction for development, but also allows each employee to give full play to their potential and improve the enthusiasm to provide customers with products and services to meet and establish a good corporate image, the ultimate goal and benefit Is to improve the economic efficiency of enterprises.

Mobile Site Recommendations Having a mobile website is very important for Allo; especially since they are a internet company, they should represent themselves on the web in a sophisticated manner. The goal for the mobile site user interviews was to find the map that shows where the fiber internet is and is coming to in Lincoln, NE. We chose this goal because it is something that people who are interested in the internet would be looking for on their website. The most common way to find the map is by tapping the menu/navigation icon at the top right, tapping locations-lincoln, and then you are on the page. Some interviewees scrolled through the homepage first, before going to the menu/icon, while some went straight to the icon. All concluded that it was fairly easy, and didn’t take longer than 3 minutes to find it. The website is pretty straightforward with few distractions. Some recommendations for the mobile site is possibly a search bar somewhere on the footer of the page. While it is a small website, that is where most people go when they can’t find what they are looking for, and if there’s no search bar they could easily become frustrated. There should be more consistency with the usernames on social media and the website page. Allo.com is very differen’t than allocommunications.com. It’s something to consider whether everything is called Allo fiber, Allo, or Allo communications, but it should be used consistently through all marketing communications.

eCommerce Recommendations

eCommerce is any sort of transaction that takes place digitally. Such as buying clothes online, subscribing to Netflix, etc. - eCommerce is not something that Allo should focus on. Our main purpose online is to explain to people what we

are about, engage with them and make them want our services. Once we convince them, then they can reach out to us about becoming a customer

- However, customers could be able to pay their monthly bills online, so eCommerce does come into play there.

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