U.S CELLULAR

OPPORTUNITY

Competitive category & cluttered environment

• 6th largest cellular carrier in the U.S. (super-regional vs. national)
• Significantly outspent in paid media and charitable contributions

Emerging Hispanic markets

• Largest DMA (Chicago) the most cluttered in cellular carrier SOV.
• Remaining DMA’s all smaller tier Hispanic markets with

few blockbuster media outlets.

Smaller player, relatively less technological innovation

• Trail in innovation behind Big 3 (AT&T, Verizon, Sprint/Nextel)
• Powerful field/local associate involvement (Hometown Player)
• Unconventional corporate culture

SJPR focused on Multicultural segment/covering 26 states

STRATEGY

Draw from SJPR’s long-standing relationships with Hispanic media and community influencers to out-localize the competition

• More meaningful visibility
• Greater agility
• Deeper cultural relevance

Strategies

Community Relations

• Engaging local leaders as brand ambassadors in all markets
• Redefining the local check presentation

Media Relations

• Generating meaningful news coverage
• Localizing the pitch

Event Enhancement

• Blowing out impact and reach of existing calendar of sponsorships events

RESULTS

SJPR garnished results were measured across 10 markets in USC Service Territories over a ten year span.

• In-depth feature stories in all major markets (print and broadcast)
• 95% of story placements published verbatim
• Coverage integrated across multiple business units (stores, small business, products, HR/recruiting, etc.)
• 9 MM average annual gross impressions
• $700K average annual non-paid media value
• 50% increase in media placements over the previous year
• Highest in customer satisfaction ratings in industry