CASE STUDY: Affordable Internet Expansion in Detroit

Client: One of the United State's largest Internet Service Providers
Sector: Telecommunications / Digital Equity
Objective: Reduce the digital divide by expanding access to low-cost, high-speed internet in underserved areas of Detroit.

Challenge: Despite infrastructure investment, many Detroit households—particularly in low-income neighborhoods—lacked reliable, affordable access to broadband internet. Our client sought to raise awareness and drive enrollment in a new subsidized internet offering but needed trusted community entry points and an outreach strategy tailored to historically underserved populations.

Approach: Marx Layne worked closely with the client to analyze socioeconomic and digital access data to identify priority ZIP codes across Detroit and Southeast Michigan. We then mapped and engaged community-based organizations, faith leaders, and neighborhood advocates within these geographies to build trust and co-sponsor public outreach events.

Concurrently, we developed and executed a multi-platform campaign that included:

• Grassroots event marketing and onsite enrollment support

• Community briefings and partnerships to co-host sign-up days

• Media outreach and localized storytelling

• Collateral development in multiple languages

Results:

• Hundreds of Detroit households enrolled in the low-cost broadband program within the campaign period

• Strong earned media pickup and third-party validation from community leaders

• Sustained community engagement that continued beyond the campaign

Impact: This initiative became a benchmark for public-private collaboration in closing the digital gap. It underscores how Marx Layne builds awareness and engagement strategies that empower underserved communities—while strengthening brand trust and mission alignment for our clients.