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United Communications

Generating Publicity with Local Connections

United Communications has been a leading telecommunications provider in Middle Tennessee for over 75 years. The company launched Project UNITE in 2021 as an initiative to provide high-speed internet access to rural areas and under-connected communities. In 2023, United Communications began $53.4 million in grant-backed expansion projects—the largest investment of its kind in state history—to expand internet service to thousands of Middle Tennessee residents and businesses. The leadership at United Communications wanted to capitalize on this landmark project as a way to celebrate the impact of Project UNITE.

– Problem –

Planning and Promoting a Marquee Event

The best way to highlight the impact of Project UNITE was to host a newsworthy event with company leadership, professional partners, and local county and state officials. But managing an event of this magnitude—from planning to promoting and executing the event—would require assistance with all of their other responsibilities. The marketing team sought support in order to maximize the success of the project. That’s when they turned to the Green Apple Strategy team. 

– Solution –

Detailed Execution and Local PR Experience

United Communications leveraged Green Apple’s event planning expertise to create a celebration that would support the company’s brand promise of providing a world-class connection with a local commitment. The Green Apple team kept this goal in mind throughout the event planning process. Every detail, including the event’s location to its catering menu, supported United Communications’ brand positioning efforts. Green Apple also played an important role in the timing of the event, coordinating efforts with government agencies to ensure Governor Bill Lee, TNECD Commissioner Stuart McWhorter, and other elected officials could attend prior to the start of Tennessee’s state legislative session.

In addition to providing planning expertise, United Communications relied on Green Apple’s public relations experience. Green Apple crafted a PR campaign that made the event a newsworthy celebration for Middle Tennesseans and positioned United Communications as a trusted local provider of regional broadband. With deep ties and experience with local and regional media, the Green Apple team was able to drive earned media coverage of the Project UNITE celebration event.

– Results –

Positioning a Local Company as an Industry Leader

The January 2023 Project UNITE Celebration was a highly successful event for United Communications. It also generated significant interest from local news outlets resulting in 24 total print and digital news articles and highlighted in broadcast TV segments by CBS, FOX, and ABC news affiliates in Nashville and Knoxville. 

 + 90 people in attendance including government officials, partners, and media 
    members 

+ 31.48 million unique monthly visits to media websites covering the event

+ $300,000 in average paid advertising value for each news segment or article 

In planning and promoting the Project UNITE celebration, Green Apple became a valuable extension of the United Communications marketing team. As a result, United Communications’ team was able to focus on its core competencies, create a marketing experience that embodied the company’s brand identity, and generate momentum for its Project UNITE initiative.

– Creative –

What We Did

Marketing and Sales Strategy, Graphic Design, Event Planning, PR, Blogging, Email Marketing, Social Media, Video Scripting and Production, Employee and Customer Spotlights, and Recruitment and Operations Strategy.

Client

Praise

COO
Green Apple has successfully implemented various strategies and projects that have both increased our brand recognition and directly driven business to our organization. Our dedicated Green Apple team is knowledgeable in what they do, produces quality work on time, and is flexible in pivoting to our ever-changing priorities. We’ve been very happy with the results of our relationship together and would highly recommend their service.
Charlie Kunberger
ATECH

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