In honor of the company’s 40th anniversary in 2023, UScellular provided 40 donations during the holiday season to nonprofits in Nebraska and Iowa. Learn how Lukas Partners supported the Gift of Connection program and amplified the client’s brand with expert PR strategies.
Client Overview
In 2023, UScellular (now part of T-Mobile) was the fourth-largest full-service wireless carrier in the country that served more than 4.4 million customers. With a mission to unleash the power of its communities, one of the brand’s focuses was charitable giving.
The Challenge
UScellular approached Lukas Partners to help build awareness for its Gift of Connection campaign, an initiative for its 40th anniversary that would make 40 donations to Midwestern nonprofits over the holidays.
Our client needed help coordinating giving events and donation drives for this campaign, as well as garnering national attention for its brand and the deserving organizations.
The Big Idea
By building media awareness and using student-athlete appearances at Gift of Connection events, UScellular could create an energizing, fulfilling experience for all participants—and encourage others who did not attend to give back to their communities and local nonprofits.
Our Approach
We worked with UScellular’s brand activation team to create a unique, multi-pronged PR campaign that included a media and press kit, planning and coordination for giving events in Nebraska and Iowa and integrated communications strategy.
Press Kit & Media Training
Lukas Partners put together a media alert, news release and talking point guide for local news sources about Gift of Connection events in Iowa (Cedar Rapids, Davenport, Des Moines, Sioux City and Waterloo) and Nebraska (Lincoln and North Platte).
Then, we designated a media-trained associate for each event who handled all interviews and video content. This allowed for clear, on-brand messaging.
Integrated Communications
Lukas Partners helped UScellular’s brand activation team with detailed communication before each event. A run of show with full details was distributed to local leaders and associates on the attendance list.
For markets that did not host a Gift of Connection event, Lukas Partners encouraged consumer engagement by creating a media alert on how retail locations could collect items for a nonprofit organization of their choice.
Event Planning & Execution
Our PR experts worked with UScellular to determine event details and dates. From Dec. 4-14, 2023, Lukas Partners assisted with Gift of Connection events for these organizations:
- Boys & Girls Clubs of the Corridor (Cedar Rapids)
- Community Crops (Lincoln)
- Girls Rock! Des Moines
- HAVlife Quad Cities
- LAMB Arts Regional Theatre (Sioux City)
- North Platte Public Schools Foundation
- Youth Art Team (Waterloo)
At select events, we arranged student-athlete appearances, as UScellular had NIL sponsorships with the University of Iowa, Iowa State University and University of Nebraska.
For example, at the Boys & Girls Clubs of the Corridor in Cedar Rapids event, Lukas Partners invited former Iowa Hawkeyes quarterback Cade McNamara for a two-hour appearance. McNamara helped unload donated sports equipment from a truck into a downtown club, played catch with youth, signed autographs and answered questions from club members.
The Results
Turn Giving Into Headlines
Ready to get the word out about your next cause campaign? Our Omaha PR agency helps nonprofits and for-profit brands in all industries transform community initiatives into newsworthy moments with PR, event planning, media training, and other smart communications strategies. Contact Lukas Partners today!
