Challenge: New Edge Networks was formed in June 1999 to offer broadband network services to businesses in underserved small and midsize cities across the country. The company wanted to quickly build national name awareness, attract new investors, selling partners, customers, and employees. New Edge Networks retained SpinCom.

Approach: SpinCom created a strategic positioning platform and communications plan for aggressively reaching all appropriate audiences, with a steady stream of communications, news, analyst briefings, and targeted information.

Results: New Edge Networks garnered extensive news coverage in local, trade and national media outlets, including cover-page stories in leading trade magazines. Consistently favorable media exposure helped New Edge attract more funding in the midst of a telecom meltdown, boost revenue growth, negotiate agreements with reseller partners, and position itself as one of the most desirable places to work.

EarthLink later acquired New Edge to jump-start its foray into business network communication services.