Frogfoot Networks is a licensed open access fibre network provider. With 15 years’ experience in the telecoms industry and widely acknowledged for their technical excellence, Frogfoot intends to play a pivotal role in the growth of fibre to the business and home in South Africa.
Funded by Rand Merchant Bank (RMB), Investec and Metier Capital, group revenue exceeding R1 billion per annum, and one of the only true open access wholesale fibre network offerings in the market, Frogfoot is well positioned to build and maintain fibre networks that will enable service providers to acquire their own fibre backbones on a shared network.
Challenge
Frogfoot Networks approached DUO looking to differentiate their brand in the fibre network operator (FNO) market and position themselves as an open access partner of choice to local internet service providers (ISPs). This included raising awareness of the work they are doing to provide internet services to people in not just South Africa’s metropolitan areas, but also in secondary cities and smaller towns, and highlighting investments in their network through purchases of additional fibre cables, as well as putting in place additional backhaul capacity and power options to combat load shedding.
Solution
In order to achieve these objectives, DUO recommended a public relations retainer that included original content creation and media distribution, feature participation, media interviews, and event speaking opportunities.
Results
Over the 12 month period, a total of 12 pieces of content were drafted, resulting in 97 pieces of coverage, at an average of 8 per month. Coverage was featured in prominent media publications such as Brainstorm, Business Day, BusinessTech, Gadget, Herald, Independent Online (IOL) and ITWeb. Additionally, there were 2 submissions toward relevant feature opportunities as well as 10 interviews secured on platforms including Herald Live, IFM, ITWeb and MyBroadband.
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