In 2011, Insight Communications—one of the nation’s largest cable companies—hired us to produce ads and provide strategic communications advice. Insight was in the middle of retransmission negotiations to determine the rates it must pay broadcast television stations to carry their signals for customers in Columbus, Ohio; Evansville, Indiana; and throughout Kentucky.
When several of these stations threatened to pull their signals from Insight, we were ready.
We had already run a series of ads featuring real stories of satisfied Insight customers, and aggressively moved to reassure subscribers that Insight would not be the ones to jeopardize their programming. This included the launch of localized websites with regular updates and a social media campaign. We also ran tailored ads for different media markets demonstrating the downsides of satellite service as well as a direct appeal to customers from Michael Willner, Insight’s CEO.
In the end, our communications and media push helped Insight successfully resolve retransmissions negotiations without an interruption to its service.