When FiOS broadband was ready to launch, we were brought in to establish a strategy and communications template for the launch and market by market rollout of the technology innovation.   The strategy minimized Verizon’s cost of acquisition and maximized continuous learning for local market rollouts.  Starting in Keller, Texas, our programs leveraged a plethora of techniques like “Charter memberships” during pre-build-out phase; local media including door to door, DM, and radio; market typing to allow for efficient segmentation and execution; and internal communications for call centers and sales reps. Verizon dialed up an immediate 20% penetration for FiOS in hard to convert markets, with steady decreases in the cost of acquisition.