Investing just $36 for a two-week Facebook ad campaign, New Mexico-based Tularosa Communications easily branded new world-class video content—produced by Calix and featuring television star Gerry Dee—and quickly drove 83 percent more views and a 212 percent increase in click-throughs, resulting in a 31 percent increase in subscriber upgrades
SAN JOSE, CA – December 1, 2021 – Calix, Inc. (NYSE: CALX) today announced Tularosa Communications (Tularosa) is growing their brand by leveraging the world-class marketing videos created for EDGE Enablement in the Calix Revenue EDGE platform. Calix produced the videos in partnership with comedian and TV star Gerry Dee and unveiled them in October at Calix ConneXions 2021. Tularosa, which serves approximately 5,000 subscribers in south central New Mexico, personalized the videos with their brand and launched a two-week Facebook ad campaign. The videos attracted 83 percent more views and generated 212 percent more click-throughs compared to their previous top-performing marketing campaign. Tularosa successfully converted 31 percent of these engagements into subscriber upgrades to their Ultimate Wi-Fi plan. By leveraging this turnkey market activation content in combination with powerful integrations for Calix Marketing Cloud (Marketing Cloud)—including Facebook, Mailchimp, and HubSpot—broadband service providers (BSPs) of any size can now easily and seamlessly execute measurable, high-impact campaigns that rival trillion-dollar consumer brands.
Calix customers now have access to a growing collection of marketing videos starring Dee and his family that they can customize and deliver across multiple channels including social media, web, email, and TV. With Marketing Cloud, BSPs can define audience segments, streamline the development of campaigns based on the videos, and measure performance in a fully integrated fashion. In the seven weeks since the Gerry Dee assets were launched, more than 120 BSPs have downloaded the videos to put at the center of their marketing campaigns.
The Calix EDGE Enablement program offers multiple benefits for BSPs.
“We could not be more thrilled with the results from our first campaign featuring the new Gerry Dee videos,” said Samantha Chavez, marketing and sales project manager at Tularosa Communications. “The quality of the videos is amazing, everything from the scripts to the casting to the production—we would never have been able to create assets like this. We were able to easily personalize the spot and get to market immediately with a campaign that effectively promotes our brand, drives engagement, and increases revenue. Calix gives us everything we need to run marketing campaigns that are sophisticated and highly professional, but without the huge price tag. This is just one more way that Calix is helping us excite our subscribers and grow our business.”
“It is fantastic to see the success that service providers like Tularosa are already experiencing with the exciting market activation videos we developed with Gerry Dee,” said Matt Collins, chief marketing officer at Calix. “With the professional-quality creative content available through EDGE Enablement, we are bringing Madison Avenue to Main Street. We’re ensuring that every one of our service provider customers, no matter their size, can accelerate their go-to-market and execute marketing campaigns that look like they cost a million bucks. This partnership with Gerry Dee is yet another example of how we’re helping our BSP customers simplify their marketing, excite their subscribers, and grow their revenues. We’re looking forward to seeing many other success stories like Tularosa.”
Calix, Inc. (NYSE: CALX) – Calix cloud and software platforms enable service providers of all types and sizes to innovate and transform. Our customers utilize the real-time data and insights from Calix platforms to simplify their businesses and deliver experiences that excite their subscribers. The resulting growth in subscriber acquisition, loyalty, and revenue creates more value for their businesses and communities. This is the Calix mission; to enable broadband service providers of all sizes to simplify, excite, and grow.
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