Helping to propel a Faster Britain
ITS is a full fibre operator. It’s a business that has been on a journey to become a leading alternative network provider in the UK.
Today it operates in the same market as providers such as Openreach and Virgin Media Business, providing fibre to areas of the country who have been left behind in the roll-out of ultrafast connectivity.
With a full-scale rebrand undertaken in 2019 and the funding of £45m secured from Aviva to back its growth in the full fibre market, ITS required a go-to-market strategy to drive returns against the investments of the last 12 months.
It starts with a proposition
In order to align the business behind its ambitious growth objectives, Konductor undertook a positioning workshop with the ITS team. With more than a decade working across technology and telecoms, Konductor was able to rapidly assimilate what made ITS different in the market and identify the proof points that sat behind it.
CEO Daren Baythorpe said: “Having secured our investment, we required the fire power to help deliver against our business plan at pace. That meant being able to expand our partner network and take a message to a wider business community that ITS was a viable alternative network provider with the capacity expedite the ability to access and take advantage of future proofed full fibre connectivity.
“Konductor were able to rapidly understand our business and provide a commercial marketing approach to help delivery on this strategy.”
From a solid proposition, agreed key messaging house and a clear understanding of the business’s commercial objectives, Konductor were able to deliver a go-to-market approach that addressed ITS’s desire to grow through a combination of business partners and also through strategic direct relationships.
Opening the conversation
At the heart of ITS’s 2020 marketing approach would be ‘Faster Britain’ – a sub brand that would enable a lesser known brand name to achieve cut through with the business community whose connectivity needs were lagging behind the rest of the country.
Faster Britain would align behind the government’s 2025 target to bring full fibre to the entire UK and help demystify what can be jargon-filled industry.
“In just the first four months of our relationship with Konductor we deployed an event that captured the imagination of our partner base and positioned ITS to full effect in the eyes of the industry, presenting our business proposition to full effect and allowing the deployment of Faster Britain.
“Konductor has delivered on its promises and crucially understands the demands of an ambitious growth company, adding value at a strategic level and helping drive us forward, allowing us to begin realising a return against the investment we have made in our brand, our people and our own network.”
As the business looks towards its next phase of growth, Konductor is leading the full marketing mix for ITS.
Working with the senior management team to deliver its go-to-market strategy, Konductor is delivering a full mix of marketing activities to drive forward growth in ITS’s Faster Britain major network areas, collaborating directly with its partner community, and delivering to online and offline tactical activity to help the business meet its 2020/2021 growth targets.