After the Stimulus, Now What – Sound Marketing Maybe?

Last Monday I participated in a Broadband Breakfast panel in DC that examined the effectiveness and shortcomings of the broadband stimulus program. It was a pretty good session since there was one person representing a winning project team and one whose team did not come away with an award. Charles Benton, head of the Benton Foundation, and I represented the thought leader crowd.

We each evaluated the program, which yielded a couple of B’s, a couple of A’s and a C. I gave a high grade for intent and good execution considering the near-impossible task NTIA and RUS faced, but C+ for uncertain results in the communities since I’m not sure how many of these awards are going to pan out.

In further Q & A, there were feelings expressed by most of us that the crop of awardees could produce a mixed bag of wins and losses. However, we all offered advice on what communities everywhere can do to move broadband forward, whether or not they won stimulus money or submitted to outlandish craziness in order to snag Google gigabit gold. You can watch the event here. It’s well worth the time.

One crucial “where do we go next?” answer is marketing. Everyone who’s involved in broadband needs to come to grips with this realty – if you can’t mount an aggressive, creative marketing campaign with a strong PR component, you’re hosed.

Continue reading

Advertisements

Sel-te’s Inferno – Where Winning Broadband Stimulus $$ Can Be Its Own Special Hell

Welcome to Sel-te’s Inferno. A short take on the recently concluded broadband stimulus awards. Ye award winners who enter this post need not abandon all hope, but you might want to brace yourself because winning the big bucks isn’t all happy days and peaceful nights that you might expect.

Each round of awards brought with them the popping of champagne corks or wailing and gnashing of teeth, depending on where your application fell. But what about those winners? What awaits them? Come walk with me, Virgil, and you’ll see. From these lessons on unexpected (unprepared for) outcomes, I’ll pluck out some broadband tips for the rest of us.

Continue reading

%d bloggers like this: