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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.
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
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
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