In early December 2025, the National Telecommunications and Information Administration (NTIA) approved final Broadband Equity, Access and Deployment (BEAD) Program proposals from 30 states and territories. Good News!
Yet, questions remain surrounding the mid-course restructuring of the Policy Notice. Specifically, around the removal of support for non-deployment activities, like marketing.
According to NTIA’s Broadband Equity, Access, and Deployment (BEAD) program documentation, funding is directed toward deployment, digital equity outreach, and community engagement with no mention of commercial subscriber marketing or advertising campaigns.
When can marketers, responsible for customer adoption, use and comply with BEAD funding? Here are a few action items:
- Outreach to stakeholders and public engagement
- Community education to include digital equity and eligibility verification programs
- Notices about construction and service availability
Outreach and Public Engagement are the foundation of all marketing, and it needs to be woven into all marketing plans. Examples include Meet & Greets for state and town officials and your potential customers. Sponsoring what the community is most proud of, a summer concert or holiday parade, allows you to show commitment to that community.
Community education is a key component of digital equity, knowing how to promote knowledge. Be where the community gathers and offer helpful tips on how to use your network, whether it is streaming, joining Zoom calls, or powering your smart devices at home. Meet your customers in their local library and walk them through how to apply for eligibility.
Notices about construction and service availability are critical to minimize frustrations that may occur from the construction process, and to build brand awareness and excitement. An ideal time to start your relationship with the customer and build your lead database. Check out my blog on Network Build and Marketing.
The Bottom Line
Managing your BEAD requirements in Marketing, I know how to use allocated BEAD funding for customer communications to instill customer confidence and adoption.
If you want a quick tutorial on best practices when using BEAD funding to talk to your customers, I offer a brief 20-minute tutorial on what an actionable plan looks like. Schedule yours today by contacting me.
References:
Benton Institute for Broadband & Society, “BEAD, Six Months Later” (Dec 5, 2025). NTIA BroadbandUSA, Broadband Equity Access and Deployment Program Overview
FAQ Section
Q. What marketing does BEAD funding cover?
A: Community outreach, education, and construction updates. These touchpoints build awareness and trust without crossing into paid commercial marketing.
Q. What is the value of community engagement in terms of marketing ROI?
A: Engaging in the community gives operators the ability to help people understand the construction process and the enormous benefit of fiber broadband.
Q. Are there best practices for community engagement?
A: Clear construction notices, hands-on education sessions, and local events. All help reduce confusion, build confidence, and create early leads.
Q. How to build momentum?
A: Keep your customer communications focused on education, transparency, and public information. That approach supports adoption without slipping into paid promotional marketing.