MegaPath Networks – How Brand Promotion and Diligent Communications Targeting Customers Helped Avert Massive Customer Churn:

SITUATION: MegaPath Networks, a privately held company based in Pleasanton, Calif., is a next-generation broadband service provider supplying high speed Internet access, virtual private networks, and security solutions to growing businesses across more than a dozen vertical industries.

Despite a long-standing reputation for quality, reliability and superb customer service, the company faced a major challenge – the negative perception of DSL technology that had been promulgated by the media and accepted by most of the public. Like any new technology targeted at a mass market, DSL was experiencing significant growing pains. A shake-up among DSL providers and a glut of "here one day, gone the next" resellers ultimately resulted in an industry-wide black eye.

STRATEGY: To separate MegaPath from the herd and immunize it from the issues plaguing the marketplace, Voce prepared corporate messaging and a mass customer communications strategy in an attempt to move positive messages to media gatekeepers before the DSL supplier fallout took place. MegaPath wanted to demonstrate its unwavering commitment to customer service during a period where some of the company’s primary DSL connectivity suppliers were about to go bankrupt, leaving MegaPath scrambling to find replacement suppliers to prevent it from losing more than a third of its subscriber base.

In an attempt to preserve the confidence of its customers, Voce Communications worked with MegaPath and its executive team to develop and deliver a strong message that focused on the company’s unique business model which leveraged multiple relationships with several providers to insulate its customers from any dire developments. Voce conducted aggressive media outreach, having senior level MegaPath spokespeople interviewed as expert industry sources as the NorthPoint, Rhythms and Covad bankruptcy stories broke. Affected customers were also made available as press references to illustrate both their immediate hardship and continued faith that MegaPath would have them back online quickly.

RESULTS: With hard-hitting, outspoken assessments of the specific situation, the industry in general, and the need for governmental agencies to protect consumers as well as creditors when dealing with service providers, MegaPath executives were quoted by numerous national business and trade publications, including The San Jose Mercury News, The Wall Street Journal, The Boston Globe, Dow Jones News Service, The Net Economy and Wired among others. The coverage of MegaPath was both prominent and positive and helped elevate the company to the status of a "savvy survivor" and "a model leader" among broadband service providers.

MegaPath Networks continues to use its PR program with Voce Communications as a strategic marketing and sales lead generator, attracting customer and channel partner prospects whenever news is announced or a customer case study is placed in a trade or vertical publication. The privately-held company is profitable on annualized revenues of more than $85 million and is well-positioned in the marketplace as a mature, stable provider of broadband access and network security services for businesses of all sizes.