CASE STUDY • NCTA

From Remote Roads to National Reach: NCTA's Broadband Storytelling Campaign

Industry

Telecom

Our Contributions

Intelligent process design, Multi-modal Commerce

The Challenge

NCTA – The Internet & Television Association needed to spotlight the cable industry's leadership in delivering broadband to underserved rural areas. The project demanded a compelling narrative to help the public, lawmakers, and local communities understand the immense logistical and human effort required to connect the country's most remote regions. Access to high-speed internet has become critical infrastructure, yet millions of Americans in rural communities remain disconnected. Expanding broadband to the remote areas demands more than technology. It requires grit, resilience, and a powerful story to rally support from policymakers and the public. As digital equity becomes a national priority, the cable industry must communicate its vital role in solving these complex challenges. NCTA chose Encora to deliver authentic, emotional storytelling that would drive real impact.

How We Did It

Encora delivered a comprehensive storytelling campaign combining authentic documentary filmmaking with strategic media amplification to transform NCTA's industry narrative.

Documentary Storytelling and Creative Production

We developed Every Last Mile, a docu-style film highlighting human stories behind broadband expansion, partnering with Director Lee Morton to showcase workers' determination in remote regions.

Strategic Launch and Event Amplification

We partnered with The Washington Post Live for a national premiere combining in-person and livestream participation, positioning the cable industry as digital connectivity leaders.

Multi-Channel Media Strategy

We executed integrated campaigns including display ads, sponsored content, social media, and geo-targeted local campaigns in featured states to maximize reach and community relevance.

The Result: From Industry Challenge to National Recognition

Working with Encora, NCTA transformed their industry narrative through the Every Last Mile campaign, showcasing the cable industry's role in connecting America's most remote communities in Alaska, Arizona, and Minnesota.

166K+

Film Views

7.7 Million

Marketing Impressions

165k+ pageviews of the docufilm landing page demonstrating strong audience engagement with the campaign content
12,700 livestream participants and 185 in-person attendees at the national premiere event with The Washington Post Live
$357,000 added value from print and digital coverage amplifying the campaign message across multiple channels
Multiple national awards including DIGIDAY "Better Future" Award, MarCom Platinum Documentary, AVA Digital Gold, and American Advertising Awards Gold

The campaign successfully elevated the cable industry's narrative around broadband access, driving engagement across stakeholder groups from policy leaders to local communities while earning widespread recognition for authentic storytelling.

The Bottom Line

This comprehensive storytelling campaign transformed how stakeholders view the cable industry's role in digital equity. By combining authentic human stories with strategic media amplification, NCTA has a powerful narrative demonstrating their commitment to connecting every American community, no matter how remote.