challenge

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.

strategic insight

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.

Tactical Execution

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.

results

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