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Extensive Marketing Strategy of Rogers – With Extended Study

Updated on: Sep 25, 2022
Marketing Strategy Of Rogers - Featured Image

In our past article, we had done the SWOT analysis of Telia. In this article, we will see the marketing strategy of Rogers, a telecom organisation.

Rogers is one of Canada’s largest telecommunications companies, leading its way in broadband and media communication. Rogers provides industry-leading communications solutions backed by experienced professionals throughout Canada. Established in 1960, Rogers Canada has a rich history of innovation, transformation, and success, establishing it as Canada’s largest and most trusted communication provider.

Roger Communications is one of the leading telecommunication and media organisations based out of Canada. The organisation operates in mobile and landline telephony, broadcasting, internet services, cable TV, digital television, etc. It is heavily dependent on the Canadian market for its operations and profits. Wireless is the most viable business of Roger Communication, with a contribution percentage of 57 % and a profit percentage of 63%. It has a strong track record of innovating and developing new products. With its strong marketing mix product portfolio and high customer satisfaction, it is set to break some records.

Due to digitalisation in every part of the world, companies are adapting to online modes of doing business, and Rogers’s success story can be hindered if online practices are not adopted in their organisation. 

Thus every business needs to implement digital marketing. If you are anxious about learning digital marketing and how to use it to your advantage – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

In this case study, we will learn about the marketing strategy of Rogers. But first, let us know about the company and the product better.

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About Rogers

Marketing Strategy Of Rogers - Rogers Communications

Rogers Communications is a Canadian telecommunications company operating primarily in the fields of wireless communications, cable television, telephony and Internet, with significant additional telecommunications and mass media assets.

The company’s origins date back to 1925 when Ted Rogers the founder of Rogers was working on inventing the world’s first alternating current (AC) heater filament cathode for a radio tube. This breakthrough innovation popularised radio reception and that’s how slowly till 1960 the portfolio of radio, television and telephony technologies came along and formed Rogers. 

After the death of the founder his son, Edward Rogers determined to carry his father’s legacy even though most of his father’s business interests were already sold. So in 1960, Joel Aldred founded Aldred-Rogers broadcasting, which went on to be the first private television station in Toronto. Then Rogers found Rogers Cable TV in partnership with Baton Aldred Rogers Broadcasting. As the company grew Rogers acquired Canadian Cable Systems and was listed on Toronto Stock Exchange.

 

Quick Stats on Rogers
CEO Tony Staffieri
CMO Steven Wagner
Area Served Canada
Industry Telecommunications Mass media
Market Share/ Revenue 8.77 billion Canadian dollars(2021)
Vision To connect Canadians to a world of possibilities, and the memorable moments that matter most in their lives.
Tagline We bring Canadians the best.

 

Marketing Strategy of Rogers

Segmentation, Targeting, and  Positioning 

Segmentation

Based on factors such as gender, age, occupation, marital status, income, etc., demographic segmentation.

Geographic segmentation: depending on the place of residency (country, state, or city). Local enterprises might even be divided up by particular counties or municipalities. Based on preferred technology, software, and mobile devices, do technographic segmentation. Based on individual attitudes, values, interests, or personality traits, psychographic segmentation.

Targeting

Rogers is Canada’s digital enabler of telecommunications services.

Rogers targets landline and fixed infrastructure, mobile and data services users, Rogers broadband plans users, and landline packages Rogers users, Rogers mobile, these are all the products the Rogers launched and also they target the Rogers other services like Fixed-line internet, mobile internet, fixed-line, and mobile telephony, IP television uses always. 

Other than the Mobile telephone, Landline telephone, communication through fibre optics, digital television and IT services.  British Telecommunication has also ventured into the business of consultancy and business solutions in order to capture different markets. 

Positioning

It is a leading telecommunication provider in Canada. It is Canada’s largest telecommunications company, providing Mobile phones, TV, high-speed and wireless Internet, and residential Home phone services.

Market Position: Rogers has a dominant market position being the leading network provider in Canada. Since its beginning, the company’s growth has enabled it to generate new revenue and diversify the economic cycle risk in the areas it serves.


Marketing Campaigns

Marketing Strategy Of Rogers - Campaign 1

Rogers has launched “Make More Possible,” a new platform that aims to make the telecom giant’s brand accessible to all Canadians by focusing on their aspirations.

The new platform debuted last night with a TV ad during the first game of the NHL Stanley Cup Finals. In the “Home” spot, a young couple sits on the couch in front of the TV, taking in the sights of their new home. The view then changes, revealing everything still packed up in boxes from their recent move. While one of them expresses that it isn’t quite “home” yet, his partner assumes he resists it as they share a tender moment.

The launch campaign for “Make More Possible” includes four 30-second spots and one 60-second spot that ties them all together. Rogers is working with Publicis on the brand strategy and launch campaign, with OMD handling the media buy.

Marketing Strategy Of Rogers - Campaign 2

The new brand platform is intended to cover all of Rogers’ lines of business, from its wireless and cable services to Rogers Media, which operates TV stations and publishes magazines across the country, to its corporate level and CSR efforts. Leroy Williams, SVP and chief brand officer at Rogers Communications, says that is a departure from the company’s past approach, which used different messaging depending on the product being advertised or the customer segment being spoken to.

“There was some level of connective tissue between them, but it wasn’t done with intention,” he says, adding that the company wanted to zero in on its long history of being a pioneer, but communicate it in a way that was accessible. “We didn’t want to have a brand that was only aspirational for certain segments or groups. No matter where you are in life, be it personally, professionally or geographically, it’s a brand and ethos that resonates. Everybody wants and aspires to achieve more.”


Social Media Marketing

The company has been found on all Websites 

Facebook: 700k
Instagram: 37k followers
LinkedIn: 206k followers
Twitter: 116k Followers

Rogers is present on these social media platforms where it promotes ventures and advertisements so that people could be aware on Instagram, Twitter, Youtube and Facebook.

Most followers are there on LinkedIn. However, this does not signify a different strategy, but rather just the time spent on a particular platform. 

Rogers has a very well-organised posting routine which makes sure that each Social media platform gets equal attention. 

Rogers has ensured that its social media footprint grows every day. Posts related to telecommunications, web series promotions, and promotional videos spread access to all forms of media and attract a lot of eyeballs. The company can be found everywhere from Linkedin to Instagram to Twitter and Youtube.


SEO Strategies

The keywords search of SEO strategy is good for Rogers it has high 

Marketing Strategy Of Rogers - SEO

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As one can see, https://www.rogers.com/ has 375,362+ organic keywords, which itself is considered excellent. That means Rogers’s digital marketing strategies are gaining a lot of traction and are working well.

Furthermore, the monthly traffic is approximately 3M+, which is an excellent figure. As a result, Rogers has clearly made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.


Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Rogers has not been associated with involvement with influencers. It doesn’t use influencer marketing.


Ecommerce Strategies

Marketing Strategy Of Rogers - Ecom

In the eCommerce strategies, the brand called Rogers has an online platform for customers to explore Rogers’s offerings and products that they can buy online. They have their own website and The Rogers company sells electronic devices, mobile phones, internet packages, TV packages etc. and more.

Mobile Application

Marketing Strategy Of Rogers - Mobile App

The MyRogers app is an easy and secure way to manage your account from anywhere and to manage your family’s data worry-free.

All customers on a Shared plan get even more from the MyRogers app!

  • Top up data before you run out and pause data access for any line
  • Stream up to 3x more videos with Stream Saver™


Content Marketing Strategies 

Their content marketing strategies talk about – 

Rogers Tv
Rogers Wifi
Internet
Rogers Mobile
Web Series promotions
Rogers On Demand             

When it comes to marketing strategies. Rogers keeps it simple yet effective. As discussed in this article, the emphasis is on the employees and the customers when it comes to marketing. 

A major benefit of this structure is the variance of people they can use ranging from different demography, economic backgrounds, race etc. There is no reliance on only one celebrity.  

Rogers also keeps their content interactive, giving a personal vibe to its client base. Informational content is also a major boost to their imprint as more and more people refer to each other and help them build a community.

 

This ends with an elaborative marketing strategy of Rogers. Let us conclude our learning below from the marketing strategy of Rogers.

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Conclusion – What’s Unique in Rogers’s Marketing?

In the marketing strategy of Rogers we saw that Rogers is one of the industry’s top providers of ICT solutions and services, Rogers Company has a solid track record as a network expert. It is one of the greatest French mobile communications businesses, serving millions of people around the country.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Rogers has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Rogers check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Rogers, and do share your thoughts on this case study marketing strategy of Rogers in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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