Objective
FlexNetworks owns, manages and operates extensive fibre-optic networks and thrives on providing secure, scalable and flexible solutions to meet current and future connectivity needs.
The experienced team behind FlexNetworks built an impressive network in two distinctly different regions to offer “Dark Fibre” services to national telecommunications carriers. The team then branded as FlexNetworks to launch an ultra-high-bandwidth enterprise offer to businesses. They engaged Impagination to name the firm, define the services and launch the website.
In spite of being a well-funded start-up that invested multi-millions to build a fibre-optic network, there had been no marketing budget, due to the small customer base and long sales cycle. Impagination’s objective was to multiply the sales team to quickly and easily grow the business.
Solution
Impagination established a single key message relevant for both geographic markets. The resulting marketing plan identified sales tools with built-in flexibility and automation to quickly attract target customers. Relationships with influencers leading to presentations and referral partnerships are a key tactic. The website redesign addressed the marketplace by:
Featuring the company’s four services, the key benefits they offer, and their qualifying criteria;
Offering downloadable contracts to reduce time in securing a sale;
Answering frequently asked questions, eliminating non-essential communication and providing clarity of information for prospective customers.
Impagination branded FlexNetworks and created digital and print collateral to help the firm achieve its marketing objectives. Creative execution included:
Name: Based on the essential differentiators; Flexible, Scalable and Future-Proof… Impagination branded the go-to-marketing business “FlexNetworks™”, along with their key services; FlexNet™, FlexIP™, FlexDark™, FlexWave™.
Brand: Impagination incorporated the red “Lambda” symbol to define the “X” shape in “Flex”. “Lambda” defines the spectrum of light that travels along a fibre-optic strand. The logo uses blue and red – two opposite colors within the “Lambda” spectrum.
Business Card: The card features the key differentiators of the brand identity: colors, logo, font and imagery. Opposite corners are diagonally cut at the same angle as the “Lambda” for emphasis. Key words are featured on the back.
Sales Feature Sheets: Four services are outlined on feature sheets, each incorporating the brand identity, each with a unique image.
Website: The website was recently updated to better service the enterprise market with Lead Generation, Blogs, FAQ, Sales Contracts and Customer Support.
Blog: Impagination edited, tagged and illustrated the Blog section, before sharing via social media.
PowerPoint Template: Impagination designed a flexible, multi-use PowerPoint template for presentations and proposals, customizable for leave-behind collateral.
Impact
FlexNetworks unveiled their rebrand and new website in April 2017. In June 2018, FlexNetworks expanded into the enterprise (business) market, offering specialty internet services. An update to the website, creation of sales collateral as well as a social media presence were added.
The results:
Multi-million dollars in new business in addition to substantial leads
Leads generated via social media sharing of blog content.
Ongoing presentation opportunities to target groups via regional influencers.
“We received a call from an international telecommunications carrier six months after the website launched. FlexNetworks was found as a result of a search on “Dark Fibre” and “Saskatchewan”, two SEO tags from the list Impagination created. We signed a multi-million dollar, multi-year agreement.”
– Jacques Taillefer, Executive Vice President, FlexNetworks
“We got a substantial lead for a Dark Fibre link from a national engineering firm who found us through the website. It has led to a formal quote and a large opportunity.”
– Chris Armatage, Director, National Business Development – Enterprise, FlexNetworks
