Through the Second Sight strategy process, Titan reviewed Zayo’s GTM strategy, positioning, and current content. Interviews with Zayo SMEs (sales/marketing/service) and customers were held to uncover carrier pain points. A competitive positioning review and a discoverability audit helped inform a messaging framework.
This led to the exploration of thematic and tactical territories, connecting into a consolidated KPI framework.
Based on this output, Titan developed and launched a distinctive and impactful brand gen campaign centered on a core theme – the notion that Zayo empowers carriers to confidently say “yes” to their own customers, in new ways, and in new places. The 'voice of the customer' was brought in to the middle of the theme - depicting people in real-world scenarios made possible when Zayo makes 'yes' possible.
The campaign began with a compelling video showcasing a 3D model of the word ‘yes’ integrated into various real-world scenarios, illustrating the possibilities enabled by Zayo’s connectivity. Following this, a demand generation component was introduced, featuring highly targeted ads designed to extend reach, and drive traffic to a downloadable eBook that offered valuable, practical guidance on how carriers can secure NTIS funding for rural network expansion. An ABM component was layered in, allowing us to target specific regional carriers.
To ensure Zayo remained top of mind, retargeting ads on LinkedIn were utilized, engaging those who had interacted with the campaign.
