RCN Rebrand Campaign
RCN provides high-speed Internet, digital TV and phone services to Chicago, New York, Philadelphia, Boston and Washington DC.
A Second Chance with Consumers
Market research revealed key problem areas with the RCN Cable customer experience. RCN corrected the issues by upgrading infrastructure and customer service, but they needed a strategy to get people to take another look at the new, improved RCN.
Double the Strategy
Stealth developed a two-part strategy to shout all the great improvements that RCN made, followed by launching a brand new look and feel for the company. The entire brand was refreshed to signal positive change and distance the brand from past negative baggage.
A Whole New Look
Stealth recreated the face of RCN and developed new messaging, then launched an integrated multi-media campaign (TV, radio, outdoor, print) to build awareness and used online and direct mail campaigns to promote response.
Highest Connect Rate
Dramatic results, including:
- Net Promoter Score from -9 to +2
- The first full-year net gain in RCN history
- Highest connect rate in 3 years
- Two thirds of current RCN customers expressed awareness of product and service improvements