Opportunity

Following years of underinvestment in broadband, eircom Wholesale embarked on a €400 million capital programme in 2012 committed to bringing high speed broadband to 1.6 million homes and businesses by 2016. With Ireland’s largest ever investment in broadband, eircom Wholesale had a great opportunity to tell a positive story about how the deployment of high speed broadband would benefit communities throughout the country.

Solution

The Reputations Agency developed an integrated communications strategy at a national and regional level to inform key stakeholders of the investment programme. This is achieved through a combination of national and regional media relations, community events and direct communications through the provision of information packs and one-to-one meetings with local politicians, business representative organisations, community groups and statutory bodies.

Result

Engaging proactively with groups such as TDs, Councillors, residents, Chambers of Commerce and local authorities supported by an active media engagement programme has ensured that a clear message has been delivered both nationally and regionally that eircom is investing significantly in high speed broadband throughout the country. Communities and their representatives are empowered with information on areas that have the service, those in construction and where the service will be delivered and by when.