You may have heard that Comcast is launching a new program aimed to provide internet services to low-income families. Named “Internet Essentials”, the program is intended to provide affordable computers and internet access with families who have children who are eligible for free lunches through the National School Lunch Program.
The internet service program is aimed at those:
1) with a child eligible for free lunches.
2) residing in one of the 39 states where Comcast offers internet.
3) who have not subscribed to Comcast internet service within the last 30 days.
4) do not have an overdue Comcast bill or unreturned equipment.
Anyone who qualifies can purchase internet service with download speeds of up to 1.5 Mbps and upload speeds of 384 Kbps for $9.95 per month. Upon enrollment, new members will also be able to purchase a “netbook-style laptop computer” for $149.99. This program is one of the terms agreed to by Comcast in its merger with NBC, and is set to accept new customers for “three full school years.”
“Well great, but how does that mean anything for my content marketing?”
This may all seem well and good, but what can it mean for your business? Let’s take a look at some of the numbers:
- A family becomes eligible for free lunches through the National School Lunch Program if their incomes are at or below 130% of the poverty level (which was $28,665 for a family of four during the period between July 1, 2010 and June 30, 2011).
- Nearly 20 million children received free or reduced lunch in 2009-2010.
- The U.S. Census in 2009 revealed that about 44 million Americans live below the poverty line.
All of this indicates that the Internet Essentials program could end up getting a significant number of Americans connected who would otherwise have access that is sporadic at best.
This is where the advantage to your business comes in. You could very well have a very new, and very large, audience to which you can aim your content marketing efforts. And while people at or near the poverty line may not seem like the best marketing segment, consider this: those with lower incomes tend to spend most or all of their earnings, while those with higher incomes tend to save and invest much more.
So if you’re in the business of selling luxury cars or vacation homes in the Bahamas, this may not be the most groundbreaking news to you. But if you’re selling goods that meet basic needs or even small indulgences that are fairly reasonably priced, you should take notice, because you may have a new place to focus part of your content marketing efforts. Not to mention, you can expect people to use this new internet service for uses that proponents of universal internet access have touted as reasons to get everyone connected.
If you can market your services in a way that applies to job searches and telecommuting, educational services, email, and online telephone or video chat, you could definitely be on the right path to making the most of this new development.
Latest posts by Amie (see all)
- The Right Mix of Quality and Quantity in Content Marketing - April 27, 2016
- 4 Reasons to Outsource Your Content - April 13, 2016
- Improving the Content Your Audience Wants - March 30, 2016