Cricket Wireless Launches CSR Platform and Programs

Challenge

After AT&T's acquisition of Cricket Wireless, the brand's community focus lacked consistency and a defined approach to community support and volunteerism, diminishing the impact of its efforts.

Approach

Based on extensive competitive research and due diligence, I persuaded the leadership team to develop a CSR platform grounded in Cricket’s purpose and mission. Collaborating across the leadership team and with the support of a local PR agency, we surveyed key audiences to identify the causes employees, customers, and authorized retailers were passionate about.

This led to the creation of Cricket's first official CSR brand platform, Cricket Cares. We then established community partnerships, including with the Boys and Girls Clubs of America, and launched programs such as the holiday campaign, 12 Days of Cricket. The strategy was grounded in the business, integrated with and rooted in social media, headquarters driven, frontline oriented.

Results

Within only a year's timeframe, Cricket Cares kicked off numerous meaningful CSR activations working directly with local sales teams, high profile influencers and external organizational partners. Cricket’s regional sales teams, authorized retailers and headquarters employees embraced the community and volunteerism programs as they helped to further differentiate the brand in a noisy market. The community initiatives quickly became the news driver for the company, ultimately elevating Cricket to the top position in competitive media and news sentiment reporting.

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