New Market Launch
A major wireless provider was prepared to launch a new service in six key markets. In order for the company’s cellular network to be operational by the launch date, they needed to secure the approval for the placement of their antennas across multiple jurisdictions. The antenna placements required approval at multiple levels of government including state agencies, boards of supervisors, park commissions, executive offices and historic preservation councils. The bureaucratic process at the state and local agency level included navigating zoning, environmental and historic reviews. With only six months until the scheduled launch date and over 150 sites still awaiting approval, the wireless provider was faced with the prospect of a launch date without the network to support it.
Our team developed and managed a highly localized state based field program in each of the six markets to help attract the support of local elected officials, community and citizen groups. We leveraged this grasstops approach by supplementing it with a direct constituent contact program.
Through this combination of activities, we were able to expedite approval of the antenna site placements in all six markets and the carrier’s new launch took place on schedule. Not only that, it was the most complete (most antennae) launch in company history. More importantly, the methods we utilized to build support for the market launch enhanced the wireless carrier’s brand among elected officials and community leaders in those new markets.