One of the most important marketing strategies is to start out on the right foot with customers. First impressions matter! Use the stages of construction, including pre, during, and post construction of your network, to touch every household and secure your brand within the community, and make a statement about a community-first approach like Ezee Fiber does on their website.
Having a clear communication plan for your construction reduces confusion, builds trust, and creates early interest. A repeatable, transparent customer communication sequence at every stage of the network build lays the foundation to secure your brand with the community.
How To Implement Communication Plan
Following is my “best practice” outline. Remember to include a QR code on all materials to gather a robust lead list.
Pre-Construction- Community Event (30-45 days before construction starts)
Pre-event- Create a robust FAQ page on your website, similar to what Valley Communication Association created for their customers. Be sure to answer most questions about the construction process.
Invite the community to a “Meet & Greet”. Use social media and posters to let people know. At the event, have a map ready showing where the construction is in the neighborhood. Collect names, home and email addresses to keep the community informed.
Pre-Construction Notification Postcard (30 days before construction)
It is important to keep communication direct and point them to a website or QR code for updates.
Construction Letter (10 days before construction)
This is your detailed communication. Outline what crews will be doing, hours of work, access needs, timing, and who to contact. The more clarity you provide here, the fewer issues you will face during construction.
Yard Signs (when construction work begins)
Yard signs build brand awareness, confirm that your crews are authorized, and help the neighborhood understand what they’re seeing.
Arm Construction Crews with Door Tags (24- 36 hours)
Provide branded door tags for construction crews to hang on customer doors as a final reminder just before work begins. Allow the construction crew to enter the specific date (s) they will be working. Keep it simple: what’s happening, when it starts, and where to go for updates.
Teaser Postcard (15-20 before construction)
Move the message from “we’re digging” to “pre-signup”. Create excitement! Present all the benefits of fiber and encourage pre-sign up.
Why This Matters
A disciplined communication sequence reduces complaints, strengthens community trust, and builds early interest in your service. It also positions your brand as organized, transparent, and customer-focused—before a single customer signs up.
References:
Valley Communications Association website (2025) and Ezee Fiber press release (Oct. 20, 2025)
FAQ Section
Q: Does this type of marketing communication qualify for BEAD funding?
A: Yes, it directly supports community awareness, transparency, and adoption—key objectives of BEAD-funded broadband deployment.
Q: How does construction communication differ from acquisition communications?
A: Construction communication needs to be straightforward and act as official communication. For example, use black & white rather than a color postcard.
Q: How do you make the construction communication work as a lead generation tool?
A: On every communication, ask for the customer’s name/email/home address so that you can provide construction updates and make them aware when the service will be available. This allows you to nurture leads throughout the construction process, encourage pre-signups, and continue nurturing them if they do not sign up.