North Shore Networks is bringing fixed-wireless home internet to rural Orleans County, New York, as part of the state's ConnectALL program. We lead its marketing: the launch plan, the brand in the field, the content, the local search presence and the reporting.
For many homes in rural Orleans County, good internet has meant limited choices, slow speeds or no service at all. NSN was built to change that, in partnership with Orleans County and local organizations including Orleans Community Connects, with New York's ConnectALL program behind the build.
A new local provider starts with no track record. People are rightly cautious about signing up with a company they've never heard of, and fixed wireless is unfamiliar to many households. The job: explain it plainly, earn trust town by town, and make signing up easy.
Hometown first. NSN is local, so the brand sounds local: plain language, real town names, and people households can meet at the door or the community center.
Show up where people already are. Door-to-door outreach, printed rack cards, door hangers and postcards, partnerships with landlords and builders, and a pre-launch waitlist, with social and email keeping every interested household in the loop.
Measure from day one. Every channel gets a tracked link or QR code, and one dashboard pulls the numbers together, so the team can see which efforts actually bring in households.
A local, plain-English story: who NSN is for, what fixed wireless is, and why it fits homes that have been underserved.
Visual identity →The NSN mark and color palette applied consistently across print, vehicle graphics, social and the web.
Websites →A new NSN website is in development to make the next step obvious for every household. Launching soon.
Content →Explainers, town-by-town guides and a launch video with short social cuts, all in a plain, neighborly voice.
Social →A launch series that introduces NSN, answers common questions and points people to sign up.
Email →A pre-launch waitlist with automated follow-up, so every interested household hears back.
Launches →A phased rollout: waitlist, door-to-door outreach and property-owner partnerships ahead of each service area going live.
Local marketing →Seven town-specific pages for the communities NSN serves, plus directory listings and a Google Business Profile so neighbors can find the real thing.
Partnerships →Working alongside Orleans Community Connects, county partners and local property owners.
Measurement →Tracked links and a single dashboard for website, advertising, outreach and sign-up numbers, plus the milestone reporting the program requires.
We began with the service area: which towns come first, who lives there, and what each community is likely to ask. That became seven town-specific pages and the order of the rollout.
The people talking with households hear the real questions. We built messaging and FAQs from what they were hearing at doors and on calls.
Rack cards, door hangers and postcards each carry a tracked link or QR code, so we can see which pieces and places bring households in.
A single dashboard and regular milestone reports keep the team and its funding partners looking at the same facts, and show where to put the next dollar.
NSN is launching in Orleans County now. We'll add results to this page as they come in.
In the meantime, a new NSN website is in development and will launch soon, built to make everything above easier to find and act on.