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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.

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Green Apple Strategy is one of the best agencies I have had the privilege to work with as a freelance graphic designer. They are organized, efficient and kind. The processes they have in place help make everything run smoothly. The Green Apple team truly cares about its clients and works hard to fulfill their needs.
  
 
  
 
 
 
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There are many marketing agencies out there, but Green Apple is truly one of a kind. When they say "strategy first," they genuinely mean it. Instead of chasing trends, they take the time to understand each client’s needs and build thoughtful, customized plans. The team is made up of talented experts who are also kind, supportive, and deeply committed to both their work and their relationships. I'm so grateful for the opportunity to collaborate with them. It's rare to find a company with such strong values and people who offer both trust and unwavering support. If you're looking for a partner, whether you're working with them or for them, who truly cares and delivers with integrity, Green Apple is the one! 💚
  
 
  
 
 
 
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I've known Samantha and Green Apple Strategy for quite a while now and have always been impressed with their deliverables. Over the past several years, we've been honored to partner with them on a variety of projects and have been just as impressed behind the scenes. Sam's team is professional and organized. Their multitude of backgrounds makes them the perfect partner for web, digital, video, design and all around great storytelling. They worked seamlessly with our production team getting them everything they needed in a timely manner. It was so refreshing to work at a quick pace and not get hung up on waiting for a reply. We look forward to continued work with Green Apply and would highly recommend them.
  
 
  
 
 
 
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Green Apple has been instrumental in helping our organization grow. From redesigning our website to updating our brochures, they’ve handled everything seamlessly. Their team is top-notch—professional, creative, and genuinely invested in delivering positive outcomes for the companies they partner with. We couldn’t be happier with their work!