Rogers Communications Keeping Pace microsite

Posted on Wednesday, September 23rd, 2009 at 2:08 PM by Pramesh Attwala  |  Comments (0)

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 Communications needed to change its internet-service pricing structure. These changes included the creation of new service tiers to give customers greater choice for customized service options.

To ensure that customers recognized the benefits of an updated pricing structure, Rogers recognized that conveying the underlying purpose of its new service tiers was of utmost importance. Specifically, the company needed to:

  • Clearly communicate these changes to existing and prospective customers in a way that would help them understand both the reasons behind the changes and the advantages they offered
  • Create an online tool that would help customers and prospects find a service tier that best suited their needs
  • Ensure customer satisfaction while providing useful information in a clear, respectful tone

Solution

We helped Rogers strategically educate customers about the purpose and benefits of its new service tiers by implementing the following measures:

  • We conducted a thorough analysis of Rogers’ existing messaging, the messaging of its competitors, the technical details of the new service platforms, and applicable web-writing best practices
  • Based on our findings, 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 and tested the entire website upon completion to ensure a friction-free user experience

Results

The Rogers Keeping Pace microsite launched in March 2008. Throughout its development our consultants worked closely with Rogers to ensure the following results:

  • 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
  • In 2008, Rogers grew its high-speed internet penetration level to 68% of basic subscribers, and by the end of 2008 had reached over 1.5 million total high-speed customers

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