Comcast’s Multiple-Dwelling Unit sales channel, XFINITY Communities, launched two new services:
The Advanced Communities Network: 1-Gig Speeds for apartment buildings and condominium properties.
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.
In advance of account executive outreach, generate strong awareness among the B-to-B decision markers.
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.