Digital Equity Enriches Rural America

CONNECTING THE UNCONNECTED

Government leaders make decisions based on facts. To show the real impact of Cox’s services in rural areas, we rolled up our sleeves and dug into the data — giving officials the insights they need to drive informed policy.

We started with a deep dive into existing research on rural broadband, the digital divide, and its effects on education, economics, and healthcare. From there, we developed fresh, consumer-focused survey questions to assess the impact of high-speed internet access across four key areas: economic optimism, education, healthcare, and generational differences.

Next, we conducted a survey of U.S. consumers in Cox markets to uncover the real-world challenges of unserved and underserved communities. For clarity, “unserved” meant speeds below 25 Mbps download/3 Mbps upload, while “underserved” meant below 100 Mbps download/20 Mbps upload. The results? Data that makes a strong case for high-speed internet as a game-changer for these communities.

To add even more depth, Arketi connected with local officials who recently partnered with Cox to expand broadband access. Through eight in-depth interviews, we gathered compelling stories, direct feedback, and strategic insights—ensuring our outreach was backed by both numbers and narratives.

THOUGHT LEADERSHIP DRIVES
COMMUNITY ENGAGEMENT

After the survey wrapped, Arketi gathered the Cox Market Expansion team for a deep dive into the data. In our Unearth Workshop, we pinpointed key trends shaping our public affairs campaign and analyzed the survey results to refine Cox’s messaging around rural internet connectivity.

With insights in hand, we shifted gears to campaign development, mapping out objectives, defining KPIs, and setting a production schedule to keep every strategy, tactic, and deliverable on track. Our plan outlined timelines for content, local promotions, and events aimed at engaging government leaders, including:

• A one-page FastFacts overview to visualize key survey findings
• A multi-page eBook showcasing the comprehensive survey research
• A press release to announce the findings and their impact
• An animated video to present key findings in an engaging, interactive format
• A blog post summarizing the research on underserved communities
• Publishing the findings through a syndicated content program reaching communities across the U.S.
• An in-person event alongside the National Press Club where Cox executives and guest speakers shared findings with local officials
• A reception at the National Association of Counties Annual Conference to engage county officials and share research insights
• Speaker outlines and talk tracks for all campaign events
• A dedicated website to centralize content and serve as an ongoing resource for the campaign

Finally, our analysis of the survey data and qualitative interviews revealed three themes for our campaign. These would serve as the foundation for all content and communications around high-speed internet in rural communities:

• Boosting economic optimism by creating more opportunities for remote work and online job applications
• Bridging the education gap between high- and low-income households through access to online learning resources such as remote tutoring, digital textbooks, and informational videos
• Reversing urban migration by equipping younger generations with the resources they need to thrive in their local communities, without having to relocate to urban or metropolitan areas

We also used this opportunity to formally define our target audience as elected officials, community leaders, and local governments in target Cox markets, including Arizona, Kansas, Nevada, Virginia, Florida and Oklahoma.

LAUNCHING A RED-HOT CAMPAIGN

Utilizing our three themes, Arketi developed the full FastFacts, drafted and designed the eBook, and produced the video animations. All content was carefully aligned with Cox’s “A World Within Reach” branding to ensure consistency with previous and future market expansion initiatives. We then developed and launched the microsite to house all our research and assets. The site was regularly updated with new campaign events and content as they became available.

Equipped with a compelling suite of content, we set out to activate our research with an event co-hosted by the National Press Club. Arketi contributed by identifying strategic speakers on Cox’s behalf, drafting their talk tracks, including a comprehensive speech from Mark Greatrex, President of Cox Communications, and developing visuals for the webinar broadcast, including nameplates and graphics used between sessions. The event was held in-person on February 1, 2024, and broadcast online from Washington D.C. to an audience of 200+ Club members and guests.

To further promote the survey findings, Arketi also leveraged content syndication to produce and distribute an article titled, “How High-Speed Internet Can Help Spark Community Vitality.” Cox’s state-level market expansion team members further utilized the article as a media relations tool to secure local op-ed opportunities.

With the campaign well underway, Arketi and Cox collaborated on an in-person reception at the National Association of Counties’ Annual Conference to engage local leaders and highlight key findings from the survey. The event planning encompassed venue coordination, email invitations, RSVP tracking, and printed materials to effectively communicate our campaign’s message. We also engaged a media partner, Broadband Communities, to serve as co-host for the reception and moderator for an exclusive panel, “Digital Equity Dialogue.”

The RSVP form provided valuable insights from 65+ county officials, capturing data on their current internet capabilities, challenges, and interest in digital equity. Cox’s Market Expansion team used this information to identify leads and shape future communications. The event concluded with a successful VIP dinner for county officials interested in partnering with Cox.