BEAD Marketing Requirements
BEAD Marketing requirements
Yes, there was a marketing requirement in the original BEAD and it remains in the Trump-admin version. Marketing is a must to drive take rates, yes, but just as importantly, you need to be compliant with your grant award(s) and include marketing and communications, outreach, awareness campaigns, etc.
The NTIA’s guidance issued on August 18 includes requirements for marketing your grant-funded network.
Subgrantees are required to conduct public awareness campaigns, both online and through other means, to increase broadband adoption by highlighting the value and benefits of broadband internet access. Each Eligible Entity shall require each prospective subgrantee seeking to deploy or upgrade network facilities to explain in its application how it intends to notify relevant populations of the new or newly upgraded offerings available in each area. Such proposals shall be designed in a manner that reflects any unique needs of the specific demographics of the area at issue.
Subgrantees should use a variety of communications channels to reach as broad an audience as possible. This includes traditional media like local television and radio, as well as digital platforms such as social media and email newsletters. Public notices should be transparent and clearly outline what the service entails, the terms and conditions, and any eligibility criteria for promotions or special pricing.
The first sentence requires recipients to:
…increase broadband adoption by highlighting the value and benefits of broadband internet.
Highlighting the value and benefits… Whether or not the NTIA “gets it,” the guidance does not simply say blast out your speed and price and cross your fingers!
The BEAD outreach component requires more than a plan centered on cost & speed (commodities) and should focus on BENEFITS. We can help!
Why Choose US
Proven Track Record
Our marketing approach is unique and endorsed by both marketing principles and industry leaders.
Low Maintenance
You've got a lot on your plate with BEAD, rely on our team to take the marketing reins, meet BEAD requirements, and position your brand for success.
HIGH Value
Measurable results from a team of marketing professionals that understands how to best position your services for market uptake.
Compliance
You’re sure to find that basic BEAD subgrantee applications will require an outreach or marketing plan.
Our team can develop a basic plan for you to stay in compliance and stay in the running for winning grants. These plans will include:
- Business Objectives
- Supporting Marketing Goals
- Basic Messaging
- Specific and possible marketing tactics
Reach out to our team for a basic, BEAD compliant, marketing plan during the application phase and come back to our team to flesh out and implement the plan during build and launch.
READY TO WORK WITH THE BROADBAND MARKETERS TEAM?
We would love to hear from you about how we can help you drive take rates with benefits-centric broadband marketing.
Reach out and we will get right back to you.
READY TO WORK WITH THE BROADBAND MARKETERS TEAM?
We would love to hear from you about how we can help you drive take rates with benefits-centric broadband marketing.
Reach out and we will get right back to you.