Calix, Inc. unveiled updates to its Electronic Content Builder (ECB), an essential tool from the award-winning Calix Market Activation program that enables broadband marketers to quickly design and launch engaging campaigns that effectively promote new services and grow existing ones. Upgrades include a redesigned, intuitive user interface (UI) and user experience (UX) with smart search to quickly identify the best creative for each segment, and enhanced collaboration tools to drive efficiency. An expanded asset library offers over 6,000 customizable templates for social media, email, print ads, and landing pages, all accessible through a user-friendly drag-and-drop interface—no design experience needed.
In today’s competitive market, broadband service providers (BSPs) must focus on building their brands around robust subscriber experiences rather than speed and price. With Calix SmartLife™ managed services and Market Activation tools like the ECB, BSPs can create comprehensive broadband offerings that meet every community need. Calix customers leveraging the Market Activation program have cut go-to-market time and costs to launch new services by over 50 percent.
The Market Activation program continues to earn accolades from the advertising industry, like “Best Advertiser in TV or Video” from the Digiday Video & TV Awards. Along with cloud insights from the Calix Broadband Platform and assistance and partnership from Calix Success, the Market Activation program has not only enabled BSPs to go to market with new services faster—it has helped them increase their social media presence by as much as 70 percent while quickly boosting average revenue per user (ARPU) 15 percent and customer lifetime value (CLV) 30 percent.
Leveraging the Calix Platform and Market Activation tools like the ECB, Calix customers are creating unmatched subscriber experiences and enhancing community safety while driving remarkable results:
- GigaBeam grew their social media presence 70 percent to increase community engagement. Leveraging assets from the ECB and insights from the Calix Platform, GigaBeam Networks crafted targeted, personalized marketing campaigns for their rural Appalachian audience. By introducing Calix SmartHome™ residential managed services like Bark social media monitoring for families and Arlo Secure connected property cameras, GigaBeam prioritized safety and value. Their marketing team utilized the ECB four times weekly to develop relatable, persona-based campaigns that clearly communicate service benefits. This consistent approach strengthened subscriber connections and drove growth in underserved communities.
- Highline boosted ARPU 15 percent in six months with offerings tailored to subscribers’ lifestyles. Using Calix Engagement Cloud, the marketing cloud insights engine of the Calix Platform, Highline identified key subscriber segments—gamers, streamers, and remote workers—across the six states they serve. Their marketing team crafted personalized offerings for each segment using SmartHome managed services. To ensure a smooth launch, they collaborated with Calix Success to refine their go-to-market strategy and leveraged the ECB to create high-quality, targeted marketing materials tailored to each segment.
- OC Fiber increased CLV 30 percent after transforming their go-to-market strategy. In competitive southern Indiana markets, OC Fiber partnered with Calix to deliver residential offerings that enrich subscriber experiences and enhance community value. They launched five customized Wi-Fi packages featuring managed services like ProtectIQ® cybersecurity, connected property cameras, and secure SmartTown® community-wide Wi-Fi. Leveraging the ECB to quickly drive social media engagement around new offerings, OC Fiber strengthened their market position and accelerated adoption of new services.
“With ECB’s turnkey, customizable assets, I’ve grown GigaBeam’s social media presence by over 70 percent in just two and a half years,” said Michele White, marketing director at GigaBeam. “I’m in there several times a week, creating campaigns that speak directly to our community—personalization is key. The ease of creating authentic, relatable content that we can deliver at the right time to the right person, thanks to Engagement Cloud insights, has been transformative. Our most successful campaigns reach prospects who are already interested, so when our customer service reps connect with them, they’re familiar with our offerings and ready to move forward. We’re excited to use the new capabilities of the evolved ECB to further develop our marketing strategy and continue delivering value to our community.”
“The greatest threat to broadband service providers is overgrown, out-of-touch competitors commoditizing the broadband experience,” said Matt Collins, chief commercial operations officer at Calix. “These competitors want to reduce service to its lowest common denominator to dominate a commoditized market. In contrast, forward-thinking providers champion a value-based, experience-driven approach, delivering comprehensive solutions and managed services tailored to home, business, and municipal needs. That’s why we created the Market Activation program and continue to enhance tools like the Electronic Content Builder—to empower our community-focused customers to win their markets through world-class campaigns that communicate their unique value. Calix customers are diversifying their service offerings, increasing sales, and becoming true broadband experience providers, and we are committed to helping convert these transformations into positive business results.”
Visit ConneXions @OnDemand to watch an inspiring presentation on “Harnessing the Power of Community, Value-Based Offers, and Compelling Narratives.”
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