Public Relations to Increase Brand Awareness for National Retailer
Building Brand Awareness and Engaging Customers for National Retailer During 14-Year Partnership
TCC operates over 500 locations coast to coast, skillfully maintaining strong local brand identities and community connections despite its extensive reach. Positioned in the fiercely competitive wireless retail market, TCC worked with Dittoe PR to enhance its brand awareness and foster positive customer relationships in its service areas and near its corporate headquarters in central Indiana. Dittoe PR’s strategic public relations efforts helped establish TCC as an employer of choice with a vibrant corporate culture that not only attracts top talent but also achieves customer satisfaction rates that rival the most esteemed retailers in the business.
Challenge
TCC is one of the nation’s largest Verizon Authorized retailers, operating over 500 locations across the U.S. As a leader in the wireless retail space, TCC prides itself on providing a local brand feel and community connection alongside its nationwide reach.
With such a widespread presence, the industry giant sought a public relations partner to help build brand awareness and engage customers within the local communities it operates in. TCC also sought a partner capable of showcasing the business as an employer of choice with a strong culture and customer satisfaction rates.
Solution
A lot changes throughout a 14-year partnership, but Dittoe PR has continually evolved its strategies and tactics to help TCC and Round Room meet its communications goals. For nearly a decade and a half, Dittoe PR has led TCC in:
- Generating local, trade and national storytelling opportunities
- Showcasing the business as an employer of choice
- Securing award opportunities for the company, its culture and its leaders
- Highlighting TCC’s community impact, local mission and commitment to philanthropy
- Executing company surveys to win workplace accolades
- Developing thought leadership campaigns for its executive team
Community Focus
With a commitment to giving back to community members in its service areas, TCC hosts quarterly community events. For each of these philanthropic initiatives, Dittoe PR conducted personalized media outreach, in as many as 500 nationwide markets. As the TCC stores that participate in the community events differed each year, Dittoe PR routinely updated press lists in 500 markets to ensure media outreach was highly targeted and personalized. Dittoe PR and TCC established new quantitative goals and developed new strategies for each campaign to ensure an increase in the volume of media coverage year over year, reaching new markets where TCC stores operate.
Dittoe PR was so successful in its PR efforts for TCC’s School Rocks Backpack Giveaway that Round Room enlisted the agency to lead media relations from 2020 to 2023 for the annual backpack giveaway hosted by another subsidiary Wireless Zone®, the nation’s largest wireless retail franchise system offering Verizon products and services.
Culture Focus
TCC and Round Room are invested in building a superior company culture that has a positive impact on employees, communities and customers alike. Dittoe PR played a pivotal role in creating brand awareness and name recognition for Round Room and its companies by generating consistent, impactful media coverage, with secured Forbes coverage even referring to Round Room as “happier than the happiest place on earth,” and award wins showcasing their strong, philanthropy-based company culture. We distributed unified, clear messaging to position Round Room as a best-in-class employer and wireless retailer of choice, resulting in boosted employee morale and repeat customers.
Thought Leadership
With thought leadership identified as a top priority for Round Room, Dittoe PR led initiatives to promote the company’s leadership as industry experts. Our team focused on each leader’s specific areas of expertise, identifying unique opportunities to:
- Pitch them for national, trade and local media
- Nominate them for awards
- Present them as potential event speakers
Results
Dittoe PR continually led Round Room and TCC to year-over-year growth in overall media coverage, securing coverage in USA Today, Forbes, Entrepreneur, Yahoo!, Indianapolis Business Journal, Indianapolis Star, Success Magazine, Franchise Times, BusinessNews and more.
In 2023 alone, Dittoe PR achieved the following results for Round Room and TCC:
- 700 media placements.
- 597 million media impressions.
- $5.6 million in ad value equivalency.
Dittoe PR led the most successful Backpack Giveaway campaign to date in 2023, securing over 400 media placements and 376 million impressions across hundreds of markets.
Measuring TCC’s share of voice against competitors helps Dittoe PR gauge the company’s brand visibility and how much it impacts the conversation in the wireless retail industry. In 2023, Dittoe PR’s thought leadership efforts led TCC to an average share of voice of 77%, dominating the overall industry. TCC also led the industry in share of voice in 2022.
Additionally, Dittoe PR developed a high volume of content for TCC and Round Room to support its media relations and thought leadership efforts in 2023, including:
- 8 press releases.
- 3 bylines.
- 11 award nominations.
- 1 employer assessment.
- 21 miscellaneous content deliverables.
Dittoe PR executed the surveys and nominations that resulted in Round Room/TCC being recognized in USA Today’s Top Workplaces USA and IndyStar’s Best Places to Work in Central Indiana awards programs. The company won USA Today’s Top Workplaces USA in 2021, 2022, 2023 and 2024 and IndyStar’s Best Places to Work in Central Indiana in 2020, 2021, 2022, 2023 and 2024. Dittoe PR also led the nomination process that resulted in award wins for TCC in the EY Entrepreneur of the Year, Inc. Best in Business, Globee American Business and other awards programs.
Reports show that the average client-agency relationship in the marketing and PR world is just 3.2 years. Dittoe PR is proud of its 14-year partnership with TCC and the results achieved year after year.
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