Bridging the Digital Divide
Challenge
Highlighting AT&T’s commitment to addressing the challenge of internet access in underserved communities.
Approach
I assembled a cross-functional team that brought together public affairs, local media relations, and product owners in wireless and internet. Each member owned specific key tactics to ensure success. We focused our marketing and communications efforts on cities where we aimed to increase our market share or counteract strong competitive presence.
Our plan leveraged strong non-profit partnerships and engaged stakeholders to maximize impact, while creating a steady cadence of organic content that reinforced our story across owned channels.
Results
Secured consistent local news and trade news coverage highlighting AT&T’s ongoing commitment to solving major connectivity issues that impact people across the country. The coordinated efforts led to increased competitive share of voice, stakeholder and employee engagement.
Coverage Secured
Content Developed
Keeping Communities Connected: Addressing the Digital Divide on Tribal Lands
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