Challenge

• Position and brand Lightwave as a reliable, "Verizon-quality," lower-priced alternative phone company.

• Differentiate Lightwave's services, and create a unique and compelling slogan to sum up the company's key differentiators.

• In year one, generate 10,000 new customers through advertising, while keeping acquisition costs low.

• In year two, market new services to existing customers as the company adds new products, and continue to add 200 new customers per month through referrals.

Solution

• Planned and implemented a strategic advertising and outreach campaign, including print ads in local publications; direct mail; and rack cards to be placed in local grocery, video, and convenience stores.

• Instituted the "TeleFriend" customer referral program.

• Developed a professional and credible graphic look.

• Developed the "Bundle Up" theme to communicate the value of combining local and long distance calling with premium features such as caller ID, call waiting, etc.

• Developed a dynamic, scalable website that allows online sign-up.

Outcome

Lightwave generated approximately 21,000 new customers within the first two years, surpassing business goals by 60%.

Technology

LMD created a website allowing customers to order plans online. Orders are sent to account representatives to complete the enrollment process.

This site was developed in PHP, pulling a variety of content from CSV files that are updated by Lightwave staff.

• PHP 4.3+
• CSV parser allowing LightWave to update tabular data quickly and effectively using their existing desktop tools
• HTML 4.01/CSS 2.0
• CMS back end supporting WYSIWYG editing of HTML content