U.S. Cellular, the 6th largest carrier in the U.S., charged SJ Public relations to help drive national awareness of its services in a saturated digital communications market.


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


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
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


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