Wave Broadband is a western region cable TV, broadband internet, and telephone provider serving over 450,000 households in Washington, Oregon and California.
Initially, Wave’s direct mail strategy and creative was managed internally by their marketing team. The internal Wave team was a small group with big goals, but was overburdened with too many marketing and advertising responsibilities. They didn’t have the specialized expertise to accomplish testing or analysis and could not make DM as effective as it could be to drive ongoing sales.
The CMO at Wave suspected their direct mail programs could work much harder and that they might be paying too much through a local production vendor. Her challenge to meet sales goals was to improve their direct mail performance quickly, while also finding outside resources to help her team accomplish more without adding to staff.
