Case Study - Yucca Telecom

Roosevelt County Rural Telephone Cooperative and its subsidiary Yucca Communications provide phone and Internet services to rural eastern New Mexico and the city or Portales. In preparation for a major product launch—a city-wide fiber optic network—Yucca decided to integrate both companies into one identity: Yucca Telecom.

Apex worked with Pivot Group , a full-service marketing agency that works with rural telecommunications companies, to provide creative services to Yucca Telecom.

Old Web & Collateral (Pre-Branding)
Yucca Communications and RCRTC had separate web sites, each with their own look and functionality.
Print collateral was branded with Yucca Communications only. Pricing and product information was inconsistent, and brochures lacked professionalism.




New Name for Both Companies | New Logo
After consolidating Yucca Communications and RCRTC under one name—Yucca Telecom—a public education campaign was developed to help rural subscribers and citizens of the city of Portales understand the new change.


New Brand Rollout - Ads
Campaign collateral was designed to be simple to understand and not too “slick” to maximize acceptance by the rural target market. The warm gold of the new logo was combined with a standard telecommunications blue to provide color and evoke reliability.
Apex provided custom photography as well as design for the campaign.




Letterhead & Calling Feature Guide


Web Sites
A new corporate web site (below left, designed by CMG Media and maintained by Apex Creative) was created to reflect the new brand. The corporate web site provides extensive product and service information, community news, and fiber optics network information.

The former Yucca Communications site had been a popular landing page for customers and the community. Apex created a single start page to replace the old landing page. New features and links were added along with an updated look to reflect new branding efforts.


Signage

Before
After

Community Ads


Brochures


Product Rollout - Yucca Fiber Project
On 2006, Yucca Telecom began construction on a city-wide fiber optics network in Portales. New campaign collateral was developed to educate the public about fiber technology, and the benefits of use.






 




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