Build it and they will come (not always).

Socket is a Missouri-based fiber internet provider that had extended their reach into five key Missouri cities without a lot of new subscriber interest. Not only were they the new kids on the block, they were competing with established providers such as AT&T and Verizon. They were also up against a customer mindset of “My DSL works fine. Why fix it if it isn’t broke?” It was quickly becoming evident to Socket that it takes a lot more than just building fiber networks in neighborhoods to attract subscribers.

Internet value goes beyond price and speed.

Yes, Socket internet offered customers the unmatched speed and reliability only fiber delivers. But they also had a common bond with customers: Missouri was home. From this we uncovered that the value system of this small town target audience – centered on hard work, trust and dependability – aligned with Socket's values as a company. There was a real human connection. All that was missing was a brand to reflect this unique point of difference.

Plug In to Socket.

To sell Socket fiber internet, Spoke first had to educate customers on why they should switch from outdated cable technology that seems to work fast enough. While consumers may not fully understand internet speed, they do grasp the idea of “more power”. So we productized Socket fiber internet as ‘Power Packed’ to tangibilize speed. And since there's a general consumer distrust of providers, we focused on Socket's "We dig deep" Midwestern values that align with customer values (a position AT&T could never claim). All it required to get these advantages was to Plug In to Socket.

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