About the client:
West Carolina Tel, based in Abbeville, South Carolina, is a 65+-year cooperative offering internet speeds up to 1 Gbps, TV, voice, security, wireless, and more. They are known to provide the enhanced services that others have come to expect in big cities, while providing the best quality at the most affordable price possible. WCFIBER is West Carolina Tel’s fiber expansion project in Greenwood, South Carolina.
Continuing with their Fiber-to-the-Home initiatives, they identified a new, sizable market as a potential opportunity for growth. To validate this opportunity, they needed to hear from the area’s residents and businesses to understand their needs and quantify market potential for bundled services that included varying internet speeds and prices.
How we helped:
Pivot designed and managed research involving phone and intercept surveys in this market. Using our proven question design and analytics, we identified the most appealing packages and optimal prices. Our demand forecasts led to a “go” launch decision that proved to be very successful. After 12 months, the percentage of new subscribers matched our research-based forecasts within three percentage points. Pivot developed a go-to-market launch strategy and engages in ongoing marketing efforts for WCFIBER.