Bray & Co

BACKGROUND

Please describe your company and position.

I am the Sr Director, Marketing of Fidium

Describe what your company does in a single sentence.

Fidium is America’s fastest-growing fiber internet provider, delivering cutting-edge fiber technology and network services to consumers, small businesses, and local communities in the U.S.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Bray & Co to accomplish?

• Build a differentiated consumer brand and communications strategy that clearly defines Fidium’s position, value proposition, and voice.
• Translate the brand strategy into compelling creative and storytelling that helps Fidium stand out and differentiate in a highly competitive category.
• Deliver integrated, high-performing creative across channels that drives customer acquisition and measurable business results.

SOLUTION

How did you find Bray & Co?

RFP with Mercer Island Group

Why did you select Bray & Co over others?

• Great culture fit
• Good value for cost
• Company values aligned
• Strategic thinking

How many teammates from Bray & Co were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Bray & Co.’s scope began with developing a comprehensive consumer brand strategy grounded in deep customer, community, category, and competitive insights. The work established a differentiated positioning, brand voice, visual identity, and communications approach designed to help Fidium stand out in an aggressively competitive category.

From there, Bray translated the strategy into a creative platform that balanced brand storytelling with compelling product and offer messaging—critical for both building the brand and driving performance in a growth-focused business. The work has continued to evolve alongside the competitive landscape while remaining anchored in a consistent brand strategy and voice.

Key deliverables have included brand positioning and messaging, an updated company tagline, creative strategy and campaign platforms, visual design systems, and a comprehensive suite of integrated campaign assets spanning broadcast and streaming video, paid social, performance marketing, digital and programmatic display, out-of-home, direct mail, email, web and landing-page creative, and other customer touchpoints. Bray has also provided ongoing creative development, testing, optimization, and campaign evolution to continually find new ways for Fidium to break through competitive noise while supporting measurable business results.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The work has delivered strong, measurable results for the Fidium brand. For two consecutive years, we’ve seen double-digit growth in overall brand awareness and familiarity. At the onset of our latest campaign, click-through rates were approximately 2x our previous campaigns, with improvement across all measured brand-lift metrics in channels including display and video. We also saw increased site visitation from streaming radio. Most importantly, the work has contributed to positive business results. While I can’t share specific performance metrics, we’ve seen increases in onboarding revenue and overall fiber penetration, along with significant year-over-year growth in fiber internet sales.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Bray consistently delivers on time and is highly responsive to our needs, but what stands out most is how integrated they are with our team. From Peter through our day-to-day contacts, they truly operate as an extension of our marketing organization. They are receptive to feedback, quick to adjust when priorities change, and have developed a strong understanding of our business objectives, ownership and accountability structure, and the highly competitive environment we operate in. That understanding is particularly important in an industry where we are often competing against providers with significantly larger marketing budgets. The project management fundamentals are consistently strong, but the partnership goes well beyond simply delivering work on time.

What was your primary form of communication with Bray & Co?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed me most was their creativity, and that was evident from the very beginning. Their initial RFP presentation was smart, engaging and genuinely unique. It demonstrated not only exceptional creative thinking, but a deep level of thought about our business, our customers and how we could stand out in a highly competitive category. They had us from the start—it was difficult to keep a straight face during the presentation and not give away just how much they had impressed us. We had some outstanding agencies competing for the work, but Bray made the decision remarkably easy. That creativity has continued throughout our partnership. They are truly a creative engine and consistently find new, compelling ways to bring our brand to life.

Are there any areas for improvement or something Bray & Co could have done differently?

Like any strong partnership, there are always opportunities to continue evolving. The area we’ve challenged Bray the most is speed, simply because our business moves incredibly fast and priorities can change frequently. At the same time, we value the role they play in protecting the integrity of our brand and strategy while helping us make smart, calculated decisions. They have consistently delivered against our timelines and adapted to the pace of our organization, even as those timelines and priorities shift. Continuing to find ways to move even faster together will always be important given the nature of our business.