Company: Calix
Company Description: Calix cloud and software platforms enable service providers of all types and sizes to innovate and transform. Our customers utilize the real-time data and insights from Calix platforms to simplify their businesses and deliver experiences that excite their subscribers. The resulting growth in subscriber acquisition, loyalty, and revenue creates more value for their businesses and communities.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom
 Nomination Title: Highline Surpasses Acquisition Goals with Calix Engagement Cloud
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Highline is a broadband service provider (BSP) that serves subscribers in Colorado, Georgia, Kansas, Michigan, Nebraska, and Texas. In the second half of 2022, Highline launched a yearlong campaign that would help the company drive new growth and boost subscriber satisfaction. By the end of 2023, Highline would disrupt the broadband industry with a transformative go-to-market approach that enabled them to grow their subscriber base by 56% and to increase average revenue per customer (ARPU) by 15%.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 115 words used.
By mid-year 2022, the Highline team knew they needed to accelerate growth and acquire new subscribers. Engaging with and acquiring new subscribers is crucial to the growth and success of BSPs facing an increasingly competitive market. In a recent survey of BSPs in the U.S. and Canada, 63% of C-level executives revealed their top strategies for increasing market share involve new subscriber acquisition. With unprecedented funding opening untapped markets, BSPs need to find new ways to differentiate themselves and dominate their market. Highline understood that the key to not just surviving but thriving in this crowded landscape is creating a strong brand identity based on the needs and desires of the communities they serve.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
The Highline team decided that subscriber experience would be core to their growth strategy. Their answer to delivering an exceptional subscriber experience was offering managed services, which was based on Calix Revenue EDGE—including Calix Engagement Cloud. Offering these services would enable them to easily build subscriber experiences that increase loyalty and differentiate Highline in competitive broadband markets. In 2022, Highline launched home network security and advanced network controls to all subscribers, furthering their mission to provide safe and exceptional Wi-Fi experiences. Both managed services were easily accessed in the Highline-branded mobile app and added at no extra charge for all subscribers using Highline provided GigaSpire BLAST Systems (a Calix solution).
The Highline marketing and customer support teams engaged with Calix Premier Customer Success (Premier Success). They met with customer success managers (CSMs) biweekly to focus on best practices that drive app adoption. By the end of 2022, 95% of new subscribers and 53% of their total subscribers were on the BSP-branded app. Highline subscribers responded with excitement. Their customer satisfaction (CSAT) rating soared in 2022, ending the year at 93.
Another part of the planning was strategizing about what to do following the success of their managed services rollout. In 2023, Highline launched personalized service offerings like “Gaming,” “Streaming,” and “Working Warrior,” built on SmartHome™ managed services and in-depth insights from Calix Engagement Cloud. Six months after going to market with these personalized service offerings, Highline grew their average revenue per user (ARPU) by 15%.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 249 words used.
Reducing time to market to seamlessly launch new managed services. Because Highline uses the Revenue EDGE platform, their team has access to launch support like marketing analytics and agency-quality materials that help reduce time to market. Highline worked with Calix CSMs to leverage the Electronic Content Builder (ECB) from the Calix Market Activation Program (MAP) to produce quality marketing materials designed to communicate the benefits.
Driving more than half of subscribers to the new app in less than a year. The Highline team saw how managed services improved the new subscriber experience from feedback. This informed their approach to introducing these services to their legacy GigaSpire BLAST subscribers. Working with CSMs, Highline launched sweepstakes that engaged subscribers on the Highline app. More than half of the BSP’s subscribers were on the app using managed services by the end of the year.
Increasing CSAT rating by 12% thanks to regular measurement and actionable feedback. As Highline introduces new services, subscriber feedback is important. Highline developed a CSAT survey based on a 1-4 rating that encourages subscribers to share feedback. They distribute it early and often—after installation and truck rolls. Highline ended 2022 with a rating of 93, eight points over their goal.
2023
Transforming offering strategy. Highline leveraged Calix Engagement Cloud to understand the needs of their subscribers and responded with a personalized offering strategy built on Calix SmartHome managed services that grew ARPU 15% in only 6 months while raising their CSAT rating to 95% by the end 2023.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 60 words used.
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