UScellular Celebrates its Community-First Approach with New Brand Campaign
America’s Locally Grown Wireless” Emphasizes the Company’s Local Expertis.
When LeRoy T. (Roy) Carlson founded UScellular (NYSE: USM) nearly 40 years ago, he saw potential in the small towns and cities that form the backbone of the United States. He ventured to unlock that potential by building a wireless network from the ground up that fit the unique needs of these towns and connected residents to the world around them.
As UScellular continued to bring wireless connectivity to more cities and towns over the following years, an interesting thing happened. The result of starting in small towns led UScellular to leverage its regional knowledge and expand its coverage to become a national wireless provider with a high-quality network that continues to serve customers where they live, work and play.
This journey brought UScellular to today as it looks to power customer growth with a communications campaign that redefines what it means to be a wireless provider. As “America’s Locally Grown Wireless,” UScellular is leaning into its core DNA and brand purpose of providing a strong network and exceptional wireless experience designed for the communities it serves.
“We view our community-based approach and our local expertise as a strength,” said Verchele Roberts, vice president of brand management at UScellular. “As we’ve continued to build on our founder’s vision, we pride ourselves on creating a national network tailormade for the communities we support.”
To bring its new brand purpose to life for consumers, UScellular enlisted Accenture Interactive, part of Accenture (NYSE: ACN) and its creative agency Droga5, to redesign its brand experience and consumer message. The “America’s Locally Grown Wireless” platform will launch with an integrated campaign that includes film, activations, social and out-of-home assets, and will inform the development of new brand experiences across the customer journey.
This latest phase of UScellular’s brand modernization journey was kickstarted in September 2020 when the company updated its logo for the first time in 20 years. The new logo design emphasizes the “US” in UScellular to underscore the bond UScellular associates have with their customers and communities. Since then, the company has continued to invest in its local people and infrastructure to bring the latest technology – including 5G network coverage in 18 states and growing – that allows them to stay connected to what matters most.
UScellular is the fourth-largest full-service wireless carrier in the United States, providing national network coverage and industry-leading innovations designed to elevate the customer experience. The Chicago-based carrier is building a stronger network with the latest 5G technology and offers a wide range of communication services that enhance consumers' lives, increase the competitiveness of local businesses and improve the efficiency of government operations. It is ranked #1 in the North Central Region in the J.D. Power 2020 Wireless Network Quality Performance Study – Volume 2. To learn more about UScellular, visit one of its retail stores or www.uscellular.com. To get the latest news, promos and videos, connect with UScellular on Facebook, Twitter and YouTube.
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