ISP Targets Smaller Cities

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OneMain.com recently kicked off its first national advertising campaign to establish itself as the premier Internet service provider for second-tier and third-tier cities.


The "Your Hometown Internet" campaign kicked off in California, the state that has proved to be a stronghold for the ISP. Thirty percent of its 700,000 customers live in the state. It will move across the country, arriving on the East Coast by the end of the year. To reach current customers and their neighbors, the site is sending out a fleet of branded trucks that boast the One-Main.com name to local communities starting this week.


"It's a unique way of [doing outdoor marketing] vs. just putting a billboard on a common fixture and having it sit there for 30 to 45 days," said Scott Hoyt, chief marketing officer at OneMain.com, Reston, VA.


Thirty-second and 60-second spots have begun to air in key California markets, such as Fresno, Bakersfield and Sacramento.


The campaign's call to action is the Web site address and a toll-free number consumers can call for more information. The offer for new members is a buy-one-month, get-one-free promotion.


Seasonal promotions including radio and print advertisements will likely follow, however the second quarter is typically a slow marketing month for the Internet world. "The second quarter is a downward trend," he said. "Our next big promotion won't be until late July or early August."


OneMain.com has been in the process of purchasing local ISP providers. It has acquired 28 to date and has been integrating them into a common network system of billing and customer care during the past year. This campaign is the first time they are being marketed under the OneMain.com brand name.
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