TELECOMMUNICATIONS CASE HISTORY

Client:
Cricket Comfortable Wireless Market Introduction

Background:
When Leap Wireless decided to launch Cricket Comfortable Wireless in the greater Omaha area in the fall of 2001, the company and service had zero brand awareness in the market. Ayres Kahler was responsible for CricketÕs public relations efforts in Nebraska, and quickly recognized that to effectively roll Cricket out in a crowded wireless market would take more than traditional advertising and public relations.

The Objective:
Launch Cricket Comfortable Wireless by rolling out CricketÕs "comfortable"brand of wireless in the greater Omaha area. Ultimately, contribute to sales of Cricket phones and service.

The Strategy:
Ayres Kahler's strategy involved a comprehensive public relations campaign that included innovative promotions, media relations, special events, dealer promotions, government and civic relations and more. In the weeks leading up to CricketÕs launch, Ayres Kahler worked closely with Cricket staff in Nebraska and Kansas, as well as Leap staff in San Diego to coordinate public relations activities with paid media efforts. Highlights of the non-traditional efforts include:

Couch Around Town and Best Seat in the House events, in which the Cricket green couch symbolizing the companyÕs "comfortable"brand of wireless was at an event or at a specific location.Thousands of people were exposed to the Cricket brand at events such as Race for the Cure, the Ak-sar-ben Coronation, the UNO Homecoming football game,movie theaters and more. At each event, people could have their photo taken on the Cricket couch and received the Polaroid Š which included an offer that helped to drive traffic to CricketÕs retail stores.

Green Street Deliveries:
Cricket earned media attention for this non-traditional effort that involved delivering Cricket bags with information and premium items to nearly 1,000 people who live on OmahaÕs "Green" streets.

Cricket Is Here Silo:
Ayres Kahler has arranged to reinforce CricketÕs presence in the marketplace in a big way by putting the message "Cricket Is Here" on the large ConAgra silos located next to Interstate 480.

Discounted Gas:
Ayres Kahler designed a gas promotion as a gift from Cricket to the city of Omaha. On launch day, drivers could "go with Cricket" and receive discounted gas at multiple locations of FantasyÕs, an authorized Cricket dealer.

Free Pumpkins at BakerÕs:
During launch week, Cricket representatives handed out free pumpkins through 15 BakerÕs Supermarket locations around town. The pumpkin giveaway through BakerÕs, another authorized dealer, reinforced CricketÕs "comfortable,""around town phone,"brand position and presented the opportunity to distribute information about Cricket.

VIP Reception:
Cricket reached out to the community by hosting a VIP reception that fit its comfortable brand image. Representatives from local chambers, non-profit organizations and key civic leaders, as well as the media,were invited to a "get to know you" reception held shortly before CricketÕs official launch.

Non-Profit/Charitable Tie-Ins:
Ayres Kahler identified product-appropriate, high-profile non-profit relationships for Cricket to become involved in and succeeded in earning positive media coverage and strengthening the companyÕs ties to the community. For example, CricketÕs donation of phones and service to the Omaha Ronald McDonald House became a media event covered by three different local television stations.

Yard Signs:
Cricket was everywhere on launch day, thanks to low-cost yard signs that were posted all around town.The grassroots effort contributed to CricketÕs presence and supported the companyÕs brand position as the Around-Town Phone.

Bus Wrap:
Another way that Cricket got all around town on launch day was through a wrap of a MAT bus assigned to busy routes throughout the day.The wrap featured the companyÕs green couch and was a high-profile reminder that Cricket was here.

Media Relations:
Ayres Kahler used press releases, media kits, nontraditional giveaways to reporters and assignment editors, news advisories and contacts with reporters to secure extensive media coverage for Cricket. Prior to launch, Ayres Kahler staff conducted media training sessions to ensure Cricket staff were speaking the same corporate key messages. Also, on launch day, Ayres Kahler coordinated "Feed the Media," a day of deliveries of breakfast, lunch and dinner to local media outlets.The activity exposed influential media personnel to Cricket and allowed Cricket representatives to distribute information in newsrooms throughout the city.

The Results:
CricketÕs Omaha launch was judged as one of the most successful in all of LeapÕs 30-plus markets nationwide.Through Ayres Kahler's efforts, Cricket was featured as the lead business section article in the Omaha World-Herald and was featured in more than a dozen television segments on local stations. Public relations efforts along with paid advertising helped Cricket roll out its service and exceed its monthly sales goal of 3,500 phones; in the last two weeks of October alone, Cricket activated 4,200 phones. With Ayres Kahler's assistance, Leap successfully rolled out Cricket service in Lincoln in December, 2001. Also, several of the launch promotions that Ayres Kahler developed for use here in Omaha, as well as plans for a Cricket wireless safety campaign and workplace affinity programs, are being developed by Leap and Ayres Kahler for nationwide use.

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