3G Sunset Campaign

Project Date

March-April 2021

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Summary

The sunsetting of the 3G network by cellular carriers is an important industry topic to ADI’s dealers and installers who sell and install cellular devices right now. With sunset dates quickly approaching, customers whose clients are still using old 3G technology are needing to shift to 4G or 5G before 3G no longer works. To communicate what the 3G sunset means for installers, I planned for an educational article on this topic in our editorial calendar as anchor content. We developed assets for a 360-degree campaign using our customer newsletter, social posts, email signature banners used by our sales team, and product pages to drive to this article. The article itself included links to products but was educational in nature.

In just two months of the article going live, the article generated more than $50,000 in revenue, and was included in newsletters and relevant promotional campaigns and was also leveraged as a sales enablement asset.

This campaign was planned by me and executed by one of my direct reports with assistance from our demand generation and design colleagues. I also planned and developed the content for a webinar that went live in late 2021.

Campaign Assets