Connecting the Hinterland: ENet’s Launch of Fiber & 5G

ENet, the company I work with recently launched Fiber and 5G mobile connectivity to the hinterland

town of Bartica, here in Guyana. They incorporated innovative uses of communications for a target

audience of 15,000 people who will benefit from this new technology.

Through it’s communication, ENet had strong themes of informing, connecting and motivating the

people of Bartica. Prior to the event, ENet coordinated targeted social media content centered around

phone giveaways via an in-person Q&A about life in Bartica with persons of all socio-economic levels.

Professor Anthony Miyazaki says “connections often develop into familiarity and comfort”. Buiding a

community around the ENet brand can therefore result in “new low-cost communication channels” and

build brand loyalty and affinity. Additionally, applying Cialdini’s “reciprocity” in “Influence”, ENet offered interviews and unexpected gifts, creating personalized experiences that increased community willingness to embrace ENet as their service provider. (See example here)

The event began with a personalized billboard reading “ENet Fiber is here, Bartica,” strategically placed

for visibility to inform and connect with the community. Present, was the Prime Minister of Guyana, who

oversees Guyana’s ICT Sector, welcomed this initiative. This type of communication offers to connect

by lending credibility.

---