"From strategy meetings to accepting feedback and incorporating it successfully into the final product, Commune Media has been great to work with. Always professional, eager, positive and attuned to our needs—we feel the outcome of our project was the better for their involvement."
—Deepika Malik, Senior Designer, Online Products, Rogers Cable Communications Inc.
Challenge
- To keep pace with ongoing developments in the internet service industry, and to continue providing a high level of internet service to its customers, Rogers needed to change its internet pricing structure. These changes included the creation of new service tiers to give customers greater choice for customized service options.
- Rogers needed to clearly communicate these changes to both existing and prospective customers in a way that would help them understand both the reasons behind the changes and the advantages they offered.
- Rogers also needed to create an online tool that would help existing and prospective customers find a service tier that best suited their needs.
- Throughout this process, Rogers needed to ensure customer satisfaction while providing useful information in a clear, respectful tone.
Solution
- Rogers engaged us to develop content that explained these changes to customers in a comfortable, friendly voice.
- This involved sorting through and making sense of technical details, then repositioning those details to make them more accessible to consumers.
- After studying Rogers' briefing, we developed a content strategy that included voice and tone samples, navigation labels and information architecture recommendations. We then proceeded to develop all of the copy for the campaign, including functional copy, information copy, marketing copy and copy for Rogers' service tier selection tool.
- After developing the content, we worked with Rogers to complete internal revisions and incorporate feedback, then proofread the entire website upon completion.
Results
- The Rogers Keeping Pace microsite launched in March 2008.
- By meeting all of Rogers' content needs, we helped to facilitate rapid development of the microsite within less than three months.
- The positioning and voice we established carried through to all of Rogers' communications initiatives, helping to inform customers as well as anticipate and proactively address media criticism.
- Rogers continues to experience record profitability, with its online subscriber base recently growing by 46,000 to reach 1.47 million users.