Menu
Tombigbee Freedom FIBER
Fewer than 15 percent of Alabamians had access to fiber technology, and the state ranks in the bottom 10 for access to broadband internet – and in the rural parts of the state, that broadband gap is even wider. Recognizing that fiber internet is critical to meeting the ever-evolving needs of local schools, hospitals and businesses, Tombigbee Electric Cooperative (Tombigbee) was determined to provide rural northwest Alabama with access to reliable and affordable ultra-high-speed internet.
Markstein’s challenge was two-fold: raise awareness and public concern that would result in legislative action affecting the region, and spur consumers to sign up for the service once it became available.
Developing strong messaging was critical, as Tombigbee needed to educate residents, legislators and fellow electric cooperatives about their vision to launch Freedom FIBER, ultra-high-speed broadband internet and Voice over IP (VoIP) services. Markstein also developed the branding and audience-tailored supporting collateral for Freedom FIBER, drove awareness through earned and paid media, launched and developed content for social media channels, and planned and managed a well-attended ribbon-cutting event.
Six months after launch, more than 3,000 individuals in the sparsely populated region signed up for the service. The successful launch of Freedom FIBER led to the passage of the Alabama Broadband Accessibility Act, legislation that encourages accelerated private investment in broadband infrastructure in rural areas.
Tombigbee was also awarded two grants totaling more than $30 million administered by the U.S. Department of Agriculture’s Rural Utilities Service, which Markstein helped publicize with press conferences alongside the U.S. Secretary of Agriculture, and state and local officials including Alabama Governor Kay Ivey. The first press event generated more than 90 media hits, reaching an estimated 49.5 million people.