NCTA

Shifting Public Perception of the Cable Industry

NCTA

Shifting Public Perception of the Cable Industry

SERVICES

Brand Strategy • Research • Media Sevices • Segmentation & Personalization Analytics & Optimization • Campaign Concepts & Development • Brand & Graphic Design

Challenge

NCTA is the trade association that represents the U.S. Cable and Telecommunications industry. While they keep more than 90% of American households to cable, internet, and phone, their brand and marketing didn’t reflect the cutting nature of the services their member companies provide. With several different audiences and goals, we had to create a cohesive brand that would work for all of them.

Insight

Capitol Hill is full of stuffy associations. As an agency that doesn’t do ‘stuffy’ we are able to bring a fresh perspective to their work in a way that cuts through and resonates with policy makers, member companies, and all Americans, depending on the current initiative.

Solution

A fresh logo, bright colors, modern typography, and a completely new website brought this brand to the forefront, while maintaining the equity of the decades old “NCTA” acronym.

Watch the Brand Video

After a successful brand relaunch, we’ve focused on maintaining the positive messaging with strategic and targeted communications for various policy issues as they arise.

Most recently, we brought their latest initiative, the 10G platform, to the public with a new brand, experiential website, and outreach campaign.

Outcomes

Our 7-year relationship with NCTA continues as we continually optimize our communications to effectively reach each audience and elevate the image of the Cable and Telecommunications industry.

Additional Work

  • The Right Message for the Right Audience

  • Enhancing the Customer Experience to Build Loyalty

  • Imagining the Store of the Future