RCN – ‘Home is Here’ Campaign
Skokie is affectionately referred to as “World’s Largest Village,” known for its delicatessens, the Chicago Transit Authority Yellow Line and being a quiet, family-friendly suburb just north of Chicago. RCN already had a solid foundation in the area, servicing a great deal of businesses and village municipalities, including fire and police stations, hospitals and more. However, we wanted to elevate RCN’s presence to see if taking a consumer campaign hyper-local would result in bigger numbers and better brand recognition.
Our goal was to set RCN apart from the rest by playing up their customer dedication and friendliness with fun, familiar depictions of how RCN fits into their customers’ everyday lives.
Our goal was to set RCN apart from the rest by playing up their customer dedication and friendliness with fun, familiar depictions of how RCN fits into their customers’ everyday lives.
To begin our marketing efforts, we created the “Home Is Here” campaign. The idea was to emphasize the welcome feeling RCN gives customers and the support they feel with them as their trusty service provider for everything from pajama parties to binge-watching marathons.
Tied together with a bold purple seal that boasts customization and endless entertainment options, our headlines promoted RCN service as “Sponsor of girls night in,” “Champion of no-fuss channel surfing” and “Remedy to rainy-day blues.”
This messaging translated into door hangers, banner ads, billboards at the Yellow Line train stations and full-page ads in the Skokie-focused Pioneer Press, a local news subsidiary of the Chicago Sun-Times.
This messaging translated into door hangers, banner ads, billboards at the Yellow Line train stations and full-page ads in the Skokie-focused Pioneer Press, a local news subsidiary of the Chicago Sun-Times.
Our campaign, complete with a Skokie-specific landing page on RCN’s website, hit the nail on the head. Our effort led to a double-digit jump in RCN’s Skokie penetration. The impact of our “Home Is Here” campaign helped create an identity and brand that Skokians could connect with—as well as a unifying voice that proudly stated, “We are Skokie.”
“BatesMeron has worked closely with RCN to produce winning creative concepts and execution for our marketing (especially direct mail). They approach each campaign with unexpected solutions and great energy! After years working in partnership with BMSD, we still get excited to see their new concepts.”