Objective

CG&A managed a 14-state campaign for U.S. Cellular to maintain federal funding for the construction of wireless networks in rural communities across the country. The Federal Communications Commission (FCC) first proposed to place a cap on the Universal Service Fund (USF), and later to eliminate the fund altogether. Our mission was to preserve the USF because it is a critical resource for public safety and economic development in rural communities. Also, the elimination of this funding would have run contrary to what was intended by the Telecommunications Act of 1996.

Action

When U.S. Cellular hired CG&A, conventional wisdom in Washington, DC held that the company was walking into a "no-win" situation - that powerful forces had already decided the fate of the USF. However, CG&A worked with U.S. Cellular to create and brand the Connecting Rural America campaign, and quickly built a grassroots coalition of elected officials, public safety groups, local and national organizations concerned about rural citizens' access to high-quality wireless technology.

As part of the strategy, CG&A developed a strong, localized media relations plan that relied on U.S. Cellular's network of public relations firms and lobbyists in targeted states, with CG&A as the managing team. CG&A generated materials that could be customized with information and quotes from local coalition partners and pitched to media in individual markets. The campaign resulted in more than 600 articles, editorials and broadcast segments in 26 states.

Results

Through the Connecting Rural America campaign, CG&A and U.S. Cellular's combined efforts forestalled many times what lobbyists predicted to be a "done deal." Though the FCC did implement a cap on the last possible day, the impact was much smaller than expected and the worst case scenario was avoided. In fact, CG&A brought enough media and Congressional attention to the issue that the final terms of the cap were significantly better for U.S. Cellular and for rural Americans than what the FCC had originally intended.

On November 4, 2008, with the nation focused on a historic presidential election, the FCC was prepared to eliminate nearly all federal funding for new cell towers in rural America. At the eleventh hour, due to continued grassroots and legislative pressure, they chose not to vote. The Connecting Rural America campaign may not have made international history that day, but we were able to celebrate a significant victory of our own.