Brand Awareness Campaign for Fortune 100 ISP

This case study details a branding campaign executed by Semcasting and Rickard Squared for a Fortune 100 internet service provider (ISP) aiming to increase brand recognition among government decision-makers in California. The ISP was newly accepted into the CALNET procurement portal but lacked visibility in the Sacramento market, where key government officials are located. The campaign utilized targeted strategies, including Mobile Footprints and Title-Based Targeting (TBT), to reach IT decision-makers across various devices and locations. The approach involved geofencing and job title data to ensure effective audience engagement. Results indicated that the campaign successfully reached its target audience, as evidenced by a sales representative receiving an ad while present in a state agency building. The campaign generated over 2,000 views per month on the dedicated landing page, leading to plans for a subsequent campaign targeting government agencies in the Midwest.