Forget the tax hassle with ma Bell and join FirstTel

By Rick Garrick

WIIKWEMKOONG UNCEDED TERRITORY – FirstTel Communications Corporation has developed a new branding strategy to be the first link in communications for First Nation communities.

“We’ve gone through a restructuring and secured some marketing dollars in partnership with Waubetek (Business Development Corporation),” says Anne Marie Sandford, FirstTel’s communications business manager. “With that, we were able to increase our visibility out into the surrounding community with billboards. We did a whole new branding of the FirstTel Communications Corporation (to) increase sales and be the first link in communications.”

Sandford says the rebranding is paying off.

“We are out there — we have our vehicles wrapped so that we are visible when we are out driving around,” Sanford says. “We have highway signage, billboards, plus we’ve redeveloped our website.”

FirstTel began operations in 2003 as a third-party distributor through Bell, but the Wikwemikong Development Commission-owned company is not able to sign up customers in Wikwemikong’s 859 exchange because it is under the jurisdiction of a different company.

“It’s a huge issue for us,” Sandford says. “We cannot provide the basic phone system to Wikwemikong community members. And it falls the same for the 377 (exchange) here on Manitoulin Island. But we can provide service across Ontario.”

Sandford says the company is focusing its efforts on increasing its share of the First Nations market.

“A lot of people do not even realize there is an Aboriginal-owned telephone company here in Ontario,” Sanford says. “Even if you’re in Toronto, you can contact us and you’re supporting a 100-per cent Aboriginally-owned business.”

FirstTel recently negotiated new rates to be competitive with other phone companies, and the company is currently looking into developing bundled services through new agreements with Bell.

“We’re trying to be fairly competitive with (the other companies),” Sandford says, noting that FirstTel currently provides the Aboriginal organizations within the community with long distance services. “We can provide 1-800 numbers, teleconferencing services. We do have a long distance rate plan and we’re looking at (developing) some new agreements with Bell where we can provide possibly some bundling services. We’re looking at the Internet aspect as well.”

Sandford says the company bills long distance calls at six-second increments after the minute.

“If you give us an idea of the number of minutes that you are spending for long distance, we can give you a comparable rate,” Sanford says. “Or we can even negotiate.”

FirstTel is also working to build on its name recognition.

“We’re building on our name recognition, increasing our marketing and increasing our sales, increasing our potential customers,” Sandford says. “We want to be able to increase the type of services that we provide and to branch out into other areas.”

In addition to providing phone services, FirstTel recently amalgamated with WikyTV5 to provide broadcasting services as FirstTeltv5.

“We handle the communications and the broadcasting,” Sandford says. “Because we have linked in with FirtsTeltv5, we can also provide live streaming through FirstTel.”

FirstTel is also aiming to increase its corporate clients base.

“The business has mainly focused on the residential,” Sanford says. “We do have some corporate accounts, but it is not up where we want it to be. We provide the same service that Bell has, so if you have call display or voice mail, we can provide those same types of services. Plus we have the toll-free 1-800 numbers. We also have calling cards.”

FirstTel currently employs four staff, including Sandford, a finance person, a customer service representative and a graphic media strategist.

“We have staff here who speak the language,” Sandford says. “When you call here, you are dealing directly with a FirstTel customer service representative.”

Sandford says many customers enjoy the “ease and simplicity” of dealing with FirstTel.

“For those living on reserve, it is tax free,” Sandford says.