The CCA Voice - Spring/Summer 2018 - 20

STRUCTURING THE FUTURE

Shifting Marketing Dollars to Effectively
Catch Today's Mobile Audience

By Nicole Edgington
Chief Commercial Officer,
Cellular One/Naked Mobile

F

irst, let's state the obvious: A shift
into digital marketing makes more
sense when you have something
to sell online. This is why we upgraded
our website last year to function as
a stronger storefront. This laid the
groundwork for our plans to shift half of
our marketing dollars from traditional
advertising such as billboards, print,
radio and event sponsorships into digital
advertising and social content.
The reality is, today's mobile
customers don't want to be sold. They
have been bombarded repeatedly
from all sides - now more than ever
in the digital age. To react in 2017, our
marketing team not only rebooted to
better capitalize on digital marketing
opportunities, but we also took a step
back to assess how we could better
connect with our customers and be
"heard" amidst all the noise.
On the advertising side, we have
implemented a targeted mix of payper-click advertising, Facebook ad
campaigns, and banners on popular
media sites in our markets. On the PR
side of the equation, we developed a
highly engaging content marketing
program focused on delivering relevant
and original content. This included the
launch of our own online publication
(blog) where we can collect subscribers.
It also meant the reboot of our social
20

THE

media (Facebook, Instagram, YouTube),
which we are now better leveraging as
true content distribution platforms and
forums for more meaningful customer
engagement.
Suffice it to say, this has been a big
shift in the way we have marketed for
years. These changes demanded that we
rethink some things. First, we created a
dedicated brand engagement strategist
position and offered it to Samantha, a
young woman in our company who
is known for her authenticity and
bubbly personality. Her role includes
management of social media, email
marketing, and events where the public
engage with our brand.
Of course, the KEY to success is not
only having the right people in place, it's
also about creating truly great content.
Therefore, we made it our focus and
commitment to produce content that
adds value by enriching the lives of our
customers with entertaining, interesting,
relevant stories, experiences, insight and
tips - all of which they can consume
using the great devices and service
we offer.
We asked ourselves: who are we as
a brand and what can we offer that is
special? We also thought about what
our customers enjoy. As a result, we
created Wanderlove, a completely
original branded content series (videos,
blog articles, tips, giveaways and more)
that showcases life on Naked Mobile's
SuperNetwork. It revolves around the
road trip adventures of two energetic,
authentic brand ambassadors, Samantha
and her co-host, Dre. After all, we are a
mobile company and being mobile is at
the heart of what we have to offer
our customers.
The Wanderlove pilot season - which
lives at Nakedmobile.com/Wanderlove
and is distributed on Facebook,
Instagram and YouTube- is a mix of
video, photo and written content that

VOICE * www.ccamobile.org * Spring/Summer 2018

features an up-close encounter with a
real alpha wolf, a 100-foot drop into a
haunted mine shaft, a visit to hot springs,
massive caves, and an iconic bookstoreturned-speakeasy (most epic cocktails
ever). All that, and we're just
getting started!
We envision Wanderlove as an everevolving branded content series that
makes our Naked Mobile brand more
magnetic - helping us to attract
and retain customers. We intend to
continually look for new ways to make
it meaningful and engaging for our
audience. For example, at the start
of the year we launched a ChooseYour-Own-Adventure Sweepstakes on
our Wanderlove page where anyone
can enter to win a trip to one of the
destinations we've visited recently. This
puts our followers right into the action.
It also helps us build a database of
prospective customers to continually
cultivate.
Moving forward, rather than trying to
compete with the big four and blatantly
try to sell-sell-sell to our customers,
we will strive to really own our market
share. Today more than ever, this means
creating meaningful shared experiences
and memorable interactions with
customers. This is how we truly bond
with them: by adding value - not just
noise - to their busy, mobile lives.


http://www.Nakedmobile.com/Wanderlove http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2018

Board of Directors/Staff
Chairman’s Letter by Brian L. Spurgeon
A Message from the President & CEO by Steven K. Berry
CCA’s 2017 Annual Achievement Award Winners
Coming Soon to a Phone Near You – eSIM™
Solving the 5G Regulatory Puzzle
Weathering the Storm; Using CCA as a Resource in Emergency Situations
Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The Power of the Private Network
(Infra)-Structuring the Future
Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The Future of Wireless
It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
“Calling” All Carriers – Do You Use IVR?
VoWiFi and its Impact on 9-1-1
Five Best Practices for Operating Your Cellphone Repair Shop
Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
Congressional Spotlight: Senator Maggie Hassan (D-NH)
Index of Advertisers
The CCA Voice - Spring/Summer 2018 - Intro
The CCA Voice - Spring/Summer 2018 - bellyband1
The CCA Voice - Spring/Summer 2018 - bellyband2
The CCA Voice - Spring/Summer 2018 - cover1
The CCA Voice - Spring/Summer 2018 - cover2
The CCA Voice - Spring/Summer 2018 - 3
The CCA Voice - Spring/Summer 2018 - 4
The CCA Voice - Spring/Summer 2018 - 5
The CCA Voice - Spring/Summer 2018 - 6
The CCA Voice - Spring/Summer 2018 - 7
The CCA Voice - Spring/Summer 2018 - Board of Directors/Staff
The CCA Voice - Spring/Summer 2018 - Chairman’s Letter by Brian L. Spurgeon
The CCA Voice - Spring/Summer 2018 - 10
The CCA Voice - Spring/Summer 2018 - A Message from the President & CEO by Steven K. Berry
The CCA Voice - Spring/Summer 2018 - 12
The CCA Voice - Spring/Summer 2018 - CCA’s 2017 Annual Achievement Award Winners
The CCA Voice - Spring/Summer 2018 - 14
The CCA Voice - Spring/Summer 2018 - Coming Soon to a Phone Near You – eSIM™
The CCA Voice - Spring/Summer 2018 - 16
The CCA Voice - Spring/Summer 2018 - Solving the 5G Regulatory Puzzle
The CCA Voice - Spring/Summer 2018 - 18
The CCA Voice - Spring/Summer 2018 - Weathering the Storm; Using CCA as a Resource in Emergency Situations
The CCA Voice - Spring/Summer 2018 - Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The CCA Voice - Spring/Summer 2018 - The Power of the Private Network
The CCA Voice - Spring/Summer 2018 - (Infra)-Structuring the Future
The CCA Voice - Spring/Summer 2018 - Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The CCA Voice - Spring/Summer 2018 - The Future of Wireless
The CCA Voice - Spring/Summer 2018 - It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
The CCA Voice - Spring/Summer 2018 - How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The CCA Voice - Spring/Summer 2018 - The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
The CCA Voice - Spring/Summer 2018 - “Calling” All Carriers – Do You Use IVR?
The CCA Voice - Spring/Summer 2018 - VoWiFi and its Impact on 9-1-1
The CCA Voice - Spring/Summer 2018 - Five Best Practices for Operating Your Cellphone Repair Shop
The CCA Voice - Spring/Summer 2018 - Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
The CCA Voice - Spring/Summer 2018 - Congressional Spotlight: Senator Maggie Hassan (D-NH)
The CCA Voice - Spring/Summer 2018 - 33
The CCA Voice - Spring/Summer 2018 - 34
The CCA Voice - Spring/Summer 2018 - 35
The CCA Voice - Spring/Summer 2018 - Index of Advertisers
The CCA Voice - Spring/Summer 2018 - 37
The CCA Voice - Spring/Summer 2018 - 38
The CCA Voice - Spring/Summer 2018 - cover3
The CCA Voice - Spring/Summer 2018 - cover4
The CCA Voice - Spring/Summer 2018 - outsert1
The CCA Voice - Spring/Summer 2018 - outsert2
The CCA Voice - Spring/Summer 2018 - outsert3
The CCA Voice - Spring/Summer 2018 - outsert4
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