30 years (the oldest telecommunications company in central Ohio), they were not as well recognized in the wireless/cellular mindset. Comtech got its start mostly with two-way radio customers.. But, over recent years with the cellular boom and so many competitors, they had neglected to keep up with that pace. Plus, their location was less than desirable. 

Process: 
After completion of the 5-Step Marketing Strategy Model, including the Competitive Perception, we discovered that, indeed, it was the “variety of choices” that stood out most against Comtech’s competitors. No other place in central Ohio offered three wireless choices in one place. The only other way to truly compare product, service, etc. between the three would be to contact three different dealers. The location turned out not to be as big a deal since most of the information could be handled by phone. We decided to bring forth a fast-paced, call-to-action campaign that emphasized convenience and a strong co-op price point.