Increasing television coverage of college sports created a significant opportunity for Level 3 to expand its broadcasting via its fiber networks but this first required the creation of a new market segment.
Steve was responsible for building the new market segment within Level 3 and ensuring it was fully integrated into the wider business and marketing function. He worked directly with media customers to develop new products and pricing models, and carpeted the college sports industry with the Level 3 brand. The success of the new business unit was driven through an integrated program of product and segment marketing campaigns (email, direct, social) and sales tools for use in the field and at trade shows.
Level 3 went from being a minor player in the college sports media segment (under $500k per year) to being top of mind with the major sports media customers. Annual revenue grew to over $4MM by year two, 75% of which came from ESPN and CBS. In addition, Level 3’s college campus footprint increased 600% in under 2 years, signing up major universities like Notre Dame, the University of Florida, and Boston College as a result of integrated marketing campaigns. The increased demand led to the development of a new product specifically to meet the needs of Level 3’s sports media customers.