TCI: Digital

Marketing Challenge:

With over 30 years of proven leadership experience in the business communications industry, Telecommunications Concepts, Inc. (TCI) made the strategic choice that the rapid convergence of voice and data solutions and the increasingly competitive landscape requires a different branding approach. It has reached out to The Borenstein Group to re-solidify its innovative voice solutions leadership posture by increasing the flow of qualified business leads through digital sales tools such as the corporate website and social media tools that will create a community of influence. In order to gain market share, TCI management recognizes it must differentiate itself from a highly dense field of resellers with similar offerings within the telecommunications industry.

Marketing Solution:

The Borenstein Group heeded TCI’s call, by first conducting  a strategic marketing survey which help identify the company’s passionate management belief and raving customer base that stayed with this company because of its outstanding customer service.

With the rebranding mission at hand, we first created a new trademarked tagline that set the branding platform: “TCI. We Really Get IT”. What’s IT? Knowing what your audience really needs takes a team that walked a mile in the customer’s shoes, evaluates the right technologies for reliability, innovation and quality.

Borenstein then proceeded to creatively revamping both TCI’s web site design and marcom content of in order to maximize the intuitiveness and visual appeal of the website for potential business IT buyers and IT decision makers. To encourage micro-interactions and an interactive dialogue with TCI’s customers and potential referrers in the business community, The Borenstein Group added Social Media customer digital video testimonials.  This effective social media tactic provided TCI with new communication channels that not only nurture existing relationships and partnerships, but fostered an environment for new business relationships as well.  Borenstein creatively executed utilizing Facebook, LinkedIn, and YouTube as the platforms to initiate the social media conversation.