Saxum manages regional proactive and reactive media relations for U.S. Cellular in Oklahoma, Joplin, Mo. and Wichita Falls, TX. The wireless industry is a very crowded space and it can be difficult to stand out without being overly promotional for earned media opportunities. U.S. Cellular treats their customers like a neighbor, not a number, and our media relations efforts help bring this customer experience to life and drive store traffic, ultimately impacting the bottom line.Read Full Case Study
Strategy / Tactics
Saxum works with U.S. Cellular’s local field team and a network of PR agencies across the company’s footprint to develop unique story angles that we can also localize for our individual markets. Pitch angles focus on a variety of topics, including:
- expert positioning regarding wireless industry news
- 4G LTE network announcements
- monthly device workshop events
- cell phone tips and apps
- community involvement
- staff promotions/new hires and more.
Saxum coordinates stories with broadcast, print, radio and online media. We also conduct deskside briefings with reporters, media training sessions and prep U.S. Cellular spokespeople prior to every interview.
Saxum has served as market managers for U.S. Cellular since 2006, establishing deep relationships with local media in their target markets. We continue to drive media coverage for U.S. Cellular year after year. In 2012, Saxum secured 280 media placements in our target markets, reaching more than 7 million people. This was an increase over 2011 coverage, which totaled 240 media placements and an audience of more than 4 million across the market. These news stories featured local spokespeople and complemented national wire announcements and wireless trade pitching conducted by U.S. Cellular’s corporate team.
While media impressions are important, we also track tone and key message penetration for each media placement to ensure that the quality of coverage remains high.