Clearfield saw a key window of opportunity to further establish its brand and grow business when the U.S. government initiated the American Recovery and Reinvestment Act (ARRA) in June 2009. ARRA dollars were earmarked to expand rural broadband access across the country and Clearfield occupied an enviable position at the center of the fiber management architecture discussion with an innovative product - Clearview Cassette - ready to launch.
LaBreche developed a powerful campaign theme, "Where Fiber Management Comes Together," to give the brand optimal position in the industry. The LaBreche team then designed and built a Web site (www.fiberpuzzle.com) to showcase Clearfield's world-class solutions, and serve as a resource for customers and others in the industry to connect with each other and with Clearfield experts. The site was developed with social media elements including a blog, Google Friend Connect, video, RSS feed and sharing via Twitter.
With LaBreche's help, Clearfield reached customers at the top trade show for professionals serving the converging telecom industry, the OSP EXPO, by using the Web site as the hallmark item in their trade show booth. This allowed sharing of important technical information and showcased the campaign. LaBreche also helped clearly communicate Clearfield's value proposition to prospective customers in not just rural, but urban and suburban markets.
