OpenCape
CASE STUDY
Read more about our work
with OpenCape
SERVICES
KEY HIGHLIGHTS
412%
Increased Facebook media views by 412%, generating 26,856 media views
229%
Increased Instagram views by 229%, generating 8,671 views
84%
Overall Instagram engagement increased 84% compared with the same period in 2025.
67%
Generated 120 Google Ads clicks, a 67% year-over-year increase, while impressions increased 69%
18.78%
Achieved an 18.78% Google Ads click-through rate across campaigns
OpenCape Corporation is a Massachusetts-based nonprofit technology organization that owned and operated a high-capacity fiber optic network across Cape Cod, Southeastern Massachusetts, and Rhode Island. Its infrastructure provided dedicated fiber connectivity to businesses, municipalities, schools, nonprofits, healthcare organizations, public safety agencies, and other community institutions.
With services ranging from dedicated internet access and dark fiber to network management, colocation, DDoS mitigation, and transport circuits, OpenCape served a diverse audience with highly varied connectivity needs. Blue Seven Studio supported OpenCape through organic social media marketing and Google Ads to strengthen awareness, communicate the value of its network, and connect high-intent audiences with its services.
challenge
OpenCape needed a digital marketing approach that translated a complex, highly technical service offering into clear, relevant messaging while increasing visibility among businesses, institutions, municipalities, and local communities.
Key challenges included:
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Communicating highly technical services in an accessible way without losing the expertise and credibility required for enterprise and institutional audiences.
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Building awareness across multiple audience segments, including businesses, municipalities, schools, healthcare organizations, nonprofits, and community stakeholders.
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Creating stronger and more consistent organic social visibility around OpenCape's infrastructure, community impact, customer use cases, and service capabilities.
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Capturing high-intent search demand from organizations actively researching fiber internet, enterprise connectivity, and related services.
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Balancing broader brand awareness with service-specific messaging that supported consideration and website traffic.
THE SOLUTIONS
organic social media
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Blue Seven Studio developed and executed an organic social strategy that made OpenCape's technical expertise and regional impact more accessible to its target audiences.
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Created and published content across Instagram, Facebook, and LinkedIn that highlighted OpenCape's fiber network, service capabilities, community impact, customer stories, and regional presence.
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Translated complex connectivity topics into clearer, audience-friendly messaging designed to educate businesses, institutions, and community stakeholders.
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Incorporated a mix of educational, community-focused, service-driven, employee, customer, and timely regional content to broaden the brand's storytelling.
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Adapted content by platform and format, including static posts, carousels, stories, and short-form video, to expand organic visibility and engagement.
google ads
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Blue Seven Studio managed Google Search campaigns designed to capture audiences actively researching OpenCape and high-speed connectivity solutions.
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Because OpenCape’s Google Ads campaigns were supported through an existing grant, Blue Seven Studio’s role focused on optimizing and strengthening established campaigns rather than building a paid search program from the ground up. To accurately evaluate the impact of those optimizations, Google Ads performance was measured year over year, comparing results against the same reporting period in the previous year.
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Managed search campaigns across enterprise/public-sector, branded, and donation-focused search intent.
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Prioritized high-intent search terms related to OpenCape, fiber internet, home internet providers, and enterprise connectivity.
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Refined campaign and keyword targeting to connect relevant searches with OpenCape's service offerings.
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Monitored campaign performance and optimized for efficient clicks, strong click-through rates, and qualified website traffic.
ALL RESULTS
In just 4 months OpenCape's organic social and Google Ads performance demonstrated significant gains in visibility, engagement, paid search traffic, and audience response.
412%
Facebook media views increased 412% to 26,856, while unique page impressions increased 2,109% to 19,109.
229%
Instagram views increased 229% to 8,671
84%
Overall engagement increased 84% to 92 engagements.
100%
Instagram followers gained increased 100%, with 43 new followers
63%
LinkedIn generated 3,103 impressions, 117 clicks, and 117 social actions, with impressions increasing 2.68% and social actions increasing 63% compared with the prior period.
67%
Google Ads clicks increased 67% to 120
69%
Google Ad impressions increased 69% to 639
18.78%
Campaigns achieved an 18.78% overall CTR at an average $2.68 CPC
20.36%
The Enterprise + Public Sector campaign generated 90 clicks from 442 impressions, producing a 20.36% CTR at a $2.50 average CPC. The campaign’s CTR was more than 3.5x the 5.65% Business Services search advertising benchmark
18.25%
The Brand campaign generated 25 clicks from 137 impressions, resulting in an 18.25% CTR. This was more than 3x the 5.65% Business Services search advertising benchmark.
128%
Paid search website sessions increased 128% to 194, while users from paid search increased 73% and key events increased 137%.
21%
Overall website sessions increased 21% to 7,360, while active users increased 22% to 5,789 and new users increased 24% to 5,706
OTHER PROJECTS WITH THIS CLIENT
email marketing template design
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As OpenCape prepared to restart its email marketing efforts through new thought-leadership initiatives, Blue Seven Studio designed and built a custom email marketing template directly within OpenCape’s email platform. The template established a polished, consistent framework that OpenCape’s internal team could easily replicate, customize, and update for future email campaigns.
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This project included:
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Custom email template design aligned with OpenCape’s existing brand identity
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Direct implementation within OpenCape’s email marketing platform
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A scalable foundation for future email marketing initiatives as OpenCape reintroduced the channel into its broader communications strategy
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