Earthlnk

Challenge

Illustrating the Impact of Email on Interpersonal Communication

  • Various socioeconomic issues have prevented certain demographic groups in the U.S. from taking advantage of personal computers to use such tools as email
  • Low-income families often could not afford a PC while mature adults were often daunted by technology
  • EarthLink acquired McGrath|Power client CIDCO, the developer of the low-cost, email-only MailStation device
  • Earthlink, impressed by the significant McGrath|Power-driven MailStation program on behalf of CIDCO, retained agency
  • EarthLink wanted to extend its email service to broader demographic groups using the MailStation as an easy-to-use platform for non-technical consumers

Approach

  • Illustrate impact of email communication on lives of people who were previously without the medium via “Microcosm” program
  • Develop multiple “Microcosms” of users in select cities across U.S. that ranked low on the “connected” scale (number of homes online)
  • Develop microcosms at natural gathering spots including YMCAs, churches, etc.
  • Provide microcosm participants with a MailStation and EarthLink connectivity access
  • Request participants to keep a diary of communication activity
  • Enlist nationally recognized Internet behavior researcher from the University of Chicago to analyze diary date for themes in user family/friend interaction, impact of interaction driven by email communication
  • Package results to local and national media as “virtual reality story” with participant involvement in the media interview process

Results

  • Valuable business intelligence for EarthLink on user behavior and prospects for MailStation sales with new target audiences
  • Diverse feedback on usability and email demand further enabling EarthLink to plan for future marketing efforts
  • Ease of use validation for MailStation by participants who rapidly took email usage and increased interpersonal communication
  • Ongoing media coverage in all user markets highlighting the MailStation and positioning EarthLink as the provider of this unique device
  • Ongoing coverage from all the local daily papers in Microcosm cities highlighting status of study and positioning EarthLink/MailStation
  • Major, syndicated national coverage from the Associated Press, The Los Angeles Times and Miami Herald discussed big-picture aspects of study and positioning of EarthLink/MailStation