MCSnet Community Connections: Rural Internet, Brand Identity & Digital Marketing Case Study
Challenge
Communicating how MCSnet nurtures the community
As a locally grown business, MCSnet stands for Albertans. With genuine support and first-hand experience, they bring high-speed internet to rural residents across the province.
Community investment has always been an integral part of MCSnet’s culture. From agricultural events to youth clubs, they donate free internet and funding to local nonprofits and organizations. MCSnet came to us to build awareness for their rural internet and the positive connections they create for Albertans.
Solution
Insightful campaign positioning
After working with MCSnet for a few years, we knew that living in remote areas has its benefits and challenges. On the one hand, there is a tight-knit sense of community and giving back. On the other hand, rural residents struggle to gain the same level of internet amenities and connection compared to urban centres.
As rural Albertans themselves, MCSnet’s appeal is positioned right within this sweet spot. While many competitors talk about connection, they actually invest in it. For decades, MCSnet been donating technology and internet to Albertans who need it most.
Real stories about real Albertans
With this is mind, we built a narrative that tied their internet subscriptions to creating real connections in Alberta. Our messaging communicated that by signing up for MCSnet, you were helping their Community Connections program make an impact.
From the bold wordmark to the gold-dusted photography, the creative evoked a warm and optimistic feel. The video spots featured diverse rural community members and inspired viewers to imagine an Alberta where everyone’s connected.
Shaping an omnichannel experience
MCSnet wanted to share their message far and wide, so our team needed to select the best channels to broadcast the campaign. From Google and Facebook ads to audio placements on Spotify, we chose online platforms that would reach the target audience in a variety of ways.
Blog posts and social media content also shared the real stories of Albertan organizations who are gaining connection thanks to MCSnet. We complemented this with out-of-home, newspaper, and direct mail pieces to communicate the message beyond the digital space.
Results
A sustainable narrative that’s built for sharing
This campaign has enough depth that it can evolve with MCSnet for years to come. They plan to continually invest in Community Connections and build strong relationships with local organizations. Our team armed MCSnet with a marketing campaign that shares their impact with rural Albertans while continually optimizing it for success.