Marketing Results
August ‘98 Survey:
- A single utility-bill insert and a few ads
- Yield: a 4% city-wide signup rate in just 4 weeks (compared to 4% use of cable modems in 4 years).
- 19% in two areas with neighbor-to-neighbor campaigns
September ‘99 Trial-Area Signup:
- 2 letters from the city (with ISP rates still not certain)
- Yield: 9-15% signup rate
December ‘99 Trial-Area Signup:
- Will have ISP rates defined and neighborhood campaign
- Goal: 24% participation