Internet Service Provider Pre-Mover Marketing Case Study

This case study outlines the strategic approach taken by a global Internet Service Provider (ISP) to enhance its acquisition efforts for its fiber business. The ISP faced challenges in effectively targeting new movers, which led to the need for a more dynamic marketing strategy. Deluxe, an agency partner, recommended a shift towards targeting both new movers and pre-movers, utilizing advanced trigger data to identify potential customers earlier in their decision-making process. This approach allowed the ISP to connect with movers sooner, thereby accelerating market entry. The pilot program launched by Deluxe demonstrated significant cost efficiency, reducing the cost per incremental order (CPIO) from $400 to $105 within eight weeks, and achieving a record-low CPIO of $75 after one year. The results of this initiative not only validated the marketing strategy but also encouraged the ISP to explore new market opportunities, ultimately strengthening its competitive position in the industry.