Spirit Communications EoC-based Expansion Drives Business To The Green

CEN Feature (Jun 14 2012) Access , Business Ethernet , Regional

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   Last fall, Spirit Communications launched its carrier-grade Business Elite voice and data service for small businesses in 20 primary markets. Because customer response to the Ethernet over Copper-based service has been nothing short of phenomenal, Spirit is rolling out 14 new markets in both North and South Carolina this summer.

   Spirit originally added Business Elite to its portfolio to expand its base of large businesses and state and government accounts by developing a denser mixture of smaller-sized customers within its footprint, says Roddy Broadnax, director of marketing for the Columbia, SC-based carrier. 

   The strategy is working and then some. Since last year, demand for the service has doubled every month, he adds.

   “Today we are winning as many new small business customers in two months as it took us a whole year to win when we were selling them just bundled T1 solutions,” says Broadnax. “With Business Elite, we got a lot of traction from that customer group very quickly.”

   Business Elite is most popular with small businesses that have three to 10 phone lines and use between 3 Mbps to 10 Mbps data connections. Because the service is Carrier Ethernet-based, it scales to meet their ever-changing voice and data needs as they grow, says Broadnax.

   Fore!

   Spirit is making a big splash with the new roll out by launching a PGA golf tournament-themed marketing campaign in all of its markets. Like last year, Spirit still is focusing on small businesses with room to grow that have up to 10 phone lines, generate $1 million in yearly revenue and are located 10,000 feet from the nearest central office. However, the new direct mail pieces let customers know they can win a $300 round of golf if they switch from their existing carrier to Spirit.

   “I chose the golf theme because there are several major PGA tournaments in North and South Carolina this summer,” says Broadnax. “It makes the campaign more fun for the account representatives and the customers.”

   In addition to the uplifting marketing campaign, Spirit’s account representatives have been busy building relationships. They spend a lot of time meeting and getting to know potential customers face-to-face more personally by attending chamber of commerce meetings and community events. Spirit has added 60% more account representatives to its team and all of them have become very familiar with Business Elite and their markets.

   “Our brand awareness is very high and we are really prepared,” says Broadnax. “It’s easy to do business with us because we offer our customers a very smooth sales and installation process and proven reliable service.”

   Spirit’s account representatives already know their potential customers personally. They are able to explain the benefits of Ethernet and differentiate our services from those of the carrier’s competitors, he adds. The account representatives also put an emphasis on the high-quality voice service that Business Elite provides.

   “Many people have forgotten how great it is to experience crystal clear voice communication on their phones and conferencing systems,” says Broadnax. “We demonstrate high-definition voice so they can hear the difference. Our existing customers like it so much they say they would never go back.” 

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