swalters@mnicholscomm.com

 

P:  610.722.5999

C: 610.551.4716

M. NICHOLS is located on the
Main Line just outside of Philadelphia.
To learn more about how we can help your business, contact Sherrie Walters.

SOCIAL MEDIA

CLIENT:

BACKGROUND:

Comcast’s Multiple-Dwelling Unit sales channel, XFINITY Communities, launched two new services:

 

  1. The Advanced Communities Network: 1-Gig Speeds for apartment buildings and condominium properties.

  2. XFINITY On Campus: Streaming TV service for students who live on campus.

 

Prior to offering the service and benefits to end users, Comcast had to target a B-to-B audience first (property owners and university administrators) to establish service at the apartment/condo and university properties.   

CHALLENGE:

In advance of account executive outreach, generate strong awareness among the B-to-B decision markers.

STRATEGY:

  • In addition to advertising and direct marketing, a Social Media campaign was developed that reached out to targeted builder and university administrator groups on LinkedIn with a dedicated InMail message and companion banner ad.

  • A strong subject line was developed to influence high open rates, and the personal email format encouraged readers to click through to the respective websites for more information.

  • The results were extraordinary with open rates of 26% for XFINITY Communities and 41% for XFINITY On Campus.