Optimum Unveils New Brand Platform and Marketing Campaign With Focus on Its Local Communities and Customers
April 02 2024 - 9:00AM
Business Wire
“Where local is big time” will advance
Optimum’s commitment to being the connectivity provider of choice
in every community it serves
Optimum, a brand of Altice USA (NYSE: ATUS), today reveals its
new brand platform and marketing campaign, which centers on the
company’s ability to bring customers and communities the reach and
connectivity resources of a large national provider with the
localized care and support of a small business.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240401886670/en/
(Photo: Optimum)
The creative platform, “Where local is big time,” highlights
Optimum’s hyperlocal focus matched with its big-tech capabilities,
exemplifying the company’s commitment to delivering advanced
connectivity solutions powered by a world-class network with a
focus on meeting the unique needs of its local customers and
communities.
The multichannel media campaign, which targets residential
consumers and businesses in communities across all of Optimum’s
service areas, will begin rolling out today across TV, video,
social media, radio and streaming audio, out of home advertising,
digital display and more, and features a refreshed visual identity
that reflects the energy and modernity that Optimum carries
throughout its operations. The two hero ad spots – “Wrong Class”
and “Investigation” – highlight the role Optimum plays in ensuring
that people and businesses stay connected to what they need most,
from teachers to law enforcement and everyone in between. Every
activation is anchored in reaching customers where they are – in
the communities where they live and work – and will be seen in
markets across Optimum’s 21-state footprint.
“As a local provider of critical connectivity services, Optimum
cares deeply about the vitality, happiness, and lasting success of
the local communities we serve, not just because they are our
customers, but because they are also our employees, neighbors,
friends, and family,” said David Williams, President of Consumer
Services at Optimum. “We know how much our communities rely on us
to stay connected, so how we show up for them matters to us. That’s
why it is important our brand reflects our customer-first ethos and
reinforces our local commitment combined with our ability to
deliver world-class connectivity at a great value today and into
the future.”
Optimum’s brand commitment follows 18 months of investments and
strategic decisions to strengthen the customer experience and
heighten the company’s local presence. Key updates include:
- Introduction of a new regional operations model with local
senior leadership teams embedded directly in the company’s regions
to meet the unique needs of local communities.
- Enhanced customer communications tools and channels, providing
more customer care touchpoints and increased digital self-service
support options resulting in improved customer satisfaction
scores.
- Advanced suite of connectivity products and offerings, notably
Optimum Fiber, Optimum Mobile, Optimum Stream, and Optimum
Complete, a line of Internet + Mobile bundles that offer
significant savings to customers.
- Upgraded and strengthened broadband networks, bringing 1 Gig
service to over 96% of the entire Optimum footprint and
multi-gigabit symmetrical speeds of up to 8 Gig to over 2.7 million
passings via Optimum’s 100% Fiber Internet network.
- Deepened community commitments by giving back through
partnerships with leading organizations including DonorsChoose,
FIRST, and the Boys & Girls Clubs of America through
significant donations and commitments, which have provided
essential tools and resources to thousands of classrooms and
students across Optimum’s footprint to support education,
strengthen STEM skills and learning, and develop the next
generation of innovators.
“Where local is big time isn’t just a tagline – it reflects how
we operate at Optimum and marks a significant moment centered
around our ability to deliver connectivity services with big-tech
capabilities in a simplified way that meets the specific needs of
our markets and customers,” said Jennifer Garrett, Chief Marketing
Officer at Optimum. “Now, we are more poised than ever to reach our
customers where they are and ensure that everything we’re driving
locally, regionally, and nationally resonates with the communities
that we call home.”
Across Optimum’s five regions, new local leadership is in place
and will play a major role in driving forth the vision for how the
new brand comes to life locally:
- Jesse Garcia, Vice President and General Manager of Optimum Mid
Central
- Elton Hart, Vice President and General Manager of Optimum Mid
Atlantic
- Vic Pascarelli, Vice President and General Manager of Optimum
Northeast
- Kathleen Preston, Vice President and General Manager of Optimum
West Pacific
- Sean O’Connell, Vice President and General Manager of Optimum
Texoma
Optimum tapped its agency of record Publicis O1 to partner on
the brand strategy, creative development, media planning and
buying, media relations and production behind this new platform
launch. O1 was created earlier this year as a dedicated team
specifically for Optimum and is powered by a collective of Publicis
Groupe agencies, including Saatchi & Saatchi, Connect at
Publicis Media, MSL and PXP.
About Optimum
Optimum is a brand of Altice USA, one of the largest broadband
communications and video services providers in the United States,
delivering broadband, video, and mobile services to approximately
4.7 million residential and business customers across 21 states.
The company operates a4, an advanced advertising and data business,
which provides audience-based, multiscreen advertising solutions to
local, regional and national businesses and advertising clients.
Altice USA also offers hyper-local and international news through
its News 12 and i24NEWS networks.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240401886670/en/
Media: Heather Besler (631) 660-8321
Heather.Besler@alticeusa.com
Erin Smyth (917) 565-2480 Erin.smyth@alticeusa.com
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