Having already established the UK’s first Gigabit City in York, FibreNation was looking to expand its network into other Yorkshire locations including Harrogate and Dewsbury. Definition was appointed by FibreNation to deliver a programme of hyperlocal community engagement activity aimed at exciting and informing local audiences about the installation of the new fibre network.
Definition embarked on a multifaceted campaign to raise awareness of the work being done in these local towns with activity spanning media relations, thought leadership, community relations, photography and advertising. The team also devised and delivered a social media strategy to target local people and businesses. This included organic social content creation and a paid for social media campaign.
Since the campaign began, Definition has secured regular media coverage in the key local, regional and trade publications; the team has built Facebook and Twitter profiles for FibreNation from scratch growing the company’s online audience significantly and has devised creative campaigns such as a Christmas lights competition and community chest fund for local CSR which will grow as work continues to roll out to other local areas in the coming months and years.