OpTel Connects With Hadeler

Telecom Set to Take On Traditional Carriers Like SW Bell, AOL
DALLAS – Hadeler Sullivan & Law here has won the advertising account of telecommunications specialist OpTel Inc., estimated by sources at $3-4 million.
Dallas-based OpTel bundles cable, telephone, paging and high-speed Internet access services for residents of multi-family housing communities. Currently, the company serves approximately 400,000 customers through either microwave or fiber-optic connections, according to Hoover’s Online.
HS&L’s advertising campaign will be the first major effort launched by four-year-old OpTel, a subsidiary of Canadian cable operator Groupe Videotron. The agency’s main assignments will be to focus on market positioning, brand identity work and logo development, said Angie Brown, OpTel’s director of consumer marketing.
“It’s a time of great expansion and growth for OpTel and we wanted someone who could help take us through that process,” Brown said. “We chose Hadeler Sullivan & Law because they seemed to be a really good fit to match our demands and grow with us. They’re very scalable to match our small projects and to expand to meet our larger projects.”
OpTel’s campaign will primarily involve direct marketing at the properties where the company has access. The goal will be to convince customers to switch from traditional carriers such as Southwestern Bell and America Online to the all-in-one convenience of OpTel’s service.
Brown declined to comment further on the new OpTel campaign, hinting that there may be some new business developments in the works. OpTel, which filed a proposed public offering with the Securities and Exchange Commission one year ago, rescinded that offer earlier this year.
“We’re redefining some business goals right now and there’s not a lot that I’m prepared to say about where our business is headed at the moment,” Brown said.
SEC filings, however, reveal that in addition to the hiring of an outside agency, OpTel has reorganized its marketing and sales management and has launched internal direct sales efforts.
OpTel’s current markets are in Los Angeles, San Diego, San Francisco, Phoenix, Denver, Houston, Dallas-Fort Worth, Chicago, Indianapolis, Atlanta, Miami-Fort Lauderdale and Orlando-Tampa, Fla.
According to Hoovers Online, the company registered sales last year of $65 million, a 63 percent increase over the previous year, and has 749 employees.