Results - RightMinds

Verizon had high hopes for it's Universal Lifeline Telephone Service (ULTS) but experienced some difficulties reaching its Latino market. ULTS was created to provide low-cost, basic phone service to low-income families throughout the Central and Southern California region. Although the target group of recent immigrants proved to be a difficult group to reach with traditional marketing vehicles, research showed methods to overcome many cultural hurdles.

Solutions

Research of the target market

Formed appropriate partnerships with community-based organizations

Distributed informational bilingual door hangers to target audience

Partnered with organizations deemed credible by the target audience

Monitored behavior of the target market

Results

Over 250 partnerships with community-based organizations within the targeted geographic area were formed

ULTS toll-free call center sees an increasingly dramatic difference in calls each month where marketing activities are occurring