Local Hero
Astound Broadband Takes a Customized Approach to Helping Communities
By Noah Ziegler
In a time where connectivity is paramount, Astound Broadband has proven to be more than just a telecommunications company. It knows its own success is directly tied to the customer, but with that comes the responsibility to do more than just provide internet, mobile and/or TV services.
The folks at Astound know going above and beyond within their respective communities is how they can foster strong and healthy relationships with customers. Beyond things like participating in the Affordable Connectivity Program to bridge the digital divide, Astound stands out with its strong focus on localism in each of its markets—something that’s taken a heightened focus since during and after the pandemic.
In the heat of COVID, Astound partnered with Beasley Media to put a spotlight on small businesses that were struggling, particularly in the Boston market. The two awarded advertising grants to 19 companies for a total contribution of over $200,000, but the commitment didn’t stop there. They teamed up again in 2021 for a “Kitchen Line to the Front Line” event, and this year the two are working to nominate community MVPs or those who have gone above and beyond in their communities.
Astound is deliberate when it chooses to partner with an organization. Marketing SVP Shawn Houston-Benkahla says the company takes a number of steps to ensure a partnership can go beyond a standalone event, giving credit to Astound CEO Jim Holanda for setting the tone from the top and providing leaders with the necessary tools to make a lasting impact.
“For us, it’s not just about writing a check. We’re working to develop long-term relationships and partnerships,” Houston-Benkahla says. “Many of the organizations that we partner with, we’re going back to them. It’s not a one-and-done. We’re having conversations with them over and over again about if we’re giving a donation, how are they using the funds, how we might be able to assist with volunteers, with different programs.”
Astound’s local focus stems to other organizations like Boys Town Washington D.C., which helps parents expand and improve their child-rearing skills, or My Sister’s Place, an organization that shelters and supports victims of domestic violence. Astound donated $25,000 to each organization. Staying within the Beltway, Astound also participated in the WTOP Fuel Your Summer Sweepstakes back in June 2022, giving folks a chance to win free gas for up to a year at a time when prices at the pump were increasing steadily.
Even with an already strong commitment to the community, Astound has its sights set on honing in on community initiatives centered around DEI. It’s one of the main duties that DEI SVP Kristie King was tasked with when she joined Astound in November. For her, it starts with her own phrase “happy employees make happy customers,” and that empowering employees will lead to positive results in business aspects.
“We know that what we’re doing internally builds on our work externally,” King said. “Our D&I efforts really speak to that. It is part of our DNA. It’s aligned with our business objectives. Every community partnership or program that we develop and execute directly impacts our goals.”
When Astound employees are out helping their communities, the benefits extend to all facets of operations. They get to hear what customers are saying. They have conversations to get real suggestions and feedback on how their services are performing. When that feedback gets turned into action, it builds trust, and it leads to astounding results.
