Case Study: Wireless Zone maximizes charitable campaign impact with Mainland

Wireless Zone secures $285,000 in PR value with Mainland

Wireless Zone, a Verizon wireless retail franchisor, sought to maximize the impact and demonstrate the sincerity of its charitable foundation's efforts. The challenge was to overcome audience skepticism about corporate charitable motivations and to spread awareness of their campaigns. They partnered with the PR firm Mainland to address this.

Mainland implemented a strategy to humanize the brand by crafting and pitching personal stories about local franchisees to media outlets across all of the brand's markets. This approach secured significant media coverage for campaigns like the annual backpack giveaway. As a result, Mainland secured 42 story placements for the 2020 backpack campaign alone, generating a PR value of $285,000 and helping Wireless Zone donate its millionth backpack.

Wireless Zone