CLIENT
Public Utilities Commission “ULTS “

OBJECTIVE
Inform the California public that the opportunity for a reduced rate phone service was available

TARGET
Lower income, Ethnic communities, Senior Citizens, and Students

MEDIA
General market and Ethnic: TV, Radio, Print, Direct Mail, and Outdoor

CAMPAIGN :
Public Education 1999-2000
In 1983 Federal Policymakers established the Universal Lifeline Telephone Service (ULTS) to provide local, residential phone service to eligible households for a reduced rate.  Until recently, carriers were responsible for ensuring that their subscribers were aware of ULTS. When competition was allowed in local telephone markets, the California Public Utilities Commission (CPUC) deemed it necessary to undertake its own public education programs about ULTS. 

While the campaign was primarily designed to inform the public that the opportunity for phone service was available, it also required overcoming preconceived notions many of these ethnic communities have about government. To achieve this it was necessary to reach these individuals through their local in-language media outlets and build a trust. 

DOLLAR VALUE OF CONTRACT
$1.2 million

CAMPAIGN RESULTS
 - 20,670 calls were received during the six-month campaign — 345% over goal
 - Call center was so inundated with calls the remaining campaign had to be postponed

WHAT SUCCESS DID MEDIA SOLUTIONS ACHIEVE FOR THIS CLIENT
 - Maximize limited budget through negotiation of PSA placement
 - More than $1.1 million in added value representing almost a 100% return on the original
  investment
 - Total media campaign valued at $2.25 million