Designing a content strategy to drive $74.5M in federal broadband subsidies
AT&T had stalled on securing BEAD contracts. I built a centralized, modular content framework that put the company back in the running.
Role
Senior Content Designer
Team
1 content designer, 1 designer, 1 program manager
Timeline
October 2023
Overview
$3 Billion.
That's how much money AT&T committed to closing the digital divide in the United States.
The federal Broadband, Equity, Access & Deployment (BEAD) Program was an opportunity for AT&T to supplement its pledge to under-served communities, but the existing materials weren't getting the job done. The materials were too technical, too generic, and too company-centric to speak to the government decision-makers choosing a provider for their communities or the community members themselves.
The objective
What we set out to do.
Create a centralized, modular, and scalable messaging system that could:
- 01Convince government decision-makers that AT&T was the best Internet provider for their BEAD allocation
- 02Be tailored to various use cases and empower AT&T employees to effectively communicate AT&T's value proposition in current and future markets
- 03Increase AT&T's fiber footprint, market presence, and competitive position
My role
What I owned, what the team did.
What I did
- Led discovery on BEAD and decision-maker priorities
- Built the content and messaging framework
- Wrote content for 3 infographic templates, 4 one-pager templates, and 14 pitch deck templates, all with guidance for use and editing
- Created a storyline and talking points for executives to use in pitches
Team contributions
- Visual design and template production for all assets
- Stakeholder coordination across markets
- BEAD subject matter expertise
My Approach
How I worked.
Understand BEAD
Priority one was understanding how BEAD works, the communities that participate, and what those communities look for when choosing providers. Government decision-makers preferred local providers, but those providers were often too small to deploy high-speed Internet at scale in new areas.
Review existing materials
AT&T's original assets highlighted the breadth of AT&T's portfolio but were filled with jargon that was difficult to understand. They also didn't communicate the benefits to BEAD decision-makers or show how AT&T's connectivity-related community programs had already bolstered communities like theirs.
Keep it simple
We streamlined the content and design to help AT&T BEAD teams get to the heart of the matter: AT&T is invested in closing the digital divide and is the best option for communities receiving BEAD funding.
Shift from company to people
New assets had to be rooted in empathy for people in BEAD communities. The content framework positioned AT&T as members of the community — emphasizing local hiring, community programs, and a 150-year track record of getting the job done for our customers.
The Solution
Storytelling that solves problems.
Easy to use, easy to scale
We created templates for pitch decks, infographics, and one-pagers. Each one came with instructions for tailoring them to a specific community and a storyline AT&T executives could use to build talking points.
Hi, neighbor
The new tone of the materials positioned AT&T as a community member — not a stranger pitching a contract. Every asset spoke to the people who would benefit from broadband access, not just the company.
Content-driven design, tangible results
The framework let BEAD teams tell the AT&T story, add a hyper-local approach to RFPs, and consistently communicate one theme: AT&T is the best option for communities receiving BEAD funds.
Working closely with stakeholders
We pressure-tested messaging, outlines, and design choices with stakeholders at every milestone before landing on assets that served the people using them while staying true to the message.
Results
BEAD teams went live almost immediately — even with personnel gaps and assignment overload.
Anyone could use and update the templates, so teams didn't need a graphic designer or cumbersome reviews. That gave them extra bandwidth to pursue new opportunities.
Time it took AT&T's BEAD teams to implement the assets
BEAD funding dollars secured one year after implementing the new assets
Increase in contracts secured
With the help of this team, we are able to strengthen our relationships with local and federal officials to position AT&T for success with BEAD. Fun fact — we already used the deck in Kentucky to present our bid.
We're positioned better than ever now. We have a plan and process that showcase why AT&T is the provider of choice. Your efforts showcase the power of design thinking.
Gallery
Selected deliverables
