Client Background
Dobson Communications Corporation (Cellular One), Oklahoma City, OK, is the largest independent rural wireless provider in the United States, holding more than 60 wireless markets in 17 states with over 250 offices, and covering a population base of over 11.7 million. Dobson Communications Corporation, with annual sales of over 1.1 billion dollars, operates as a wireless service provider, purchased by AT&T in October of 2007.

Study/Research: Yankee Research Group, 2001.
Wireless Marketing in a Youth Market
Research indicated that the customer insights that would significantly impact sales and ROI for a national wireless service provider were those of a younger demographic. The research indicated that youngsters were ready to embrace the technology, even if their parents were not ready for them to own cellular devices. MCS developed a school-based outreach program with a consciously beneficial manifestation. Special Agent 911 is a character created and developed by MCS to teach children how to dial 9-1-1 on a cellular phone (to remember to include pushing the “send” button). Mascots were created for each of the 17 Dobson markets to visit/facilitate the program. Each of the children who completes the program receives a certificate, a Special Agent 911 coloring book, membership in the Special Agent 911 Kids Club, in which they receive a birthday card on their special day and a welcome kit with a t-shirt, autographed photograph and a membership card. This program has been hugely successful, and has been leveraged to include other community outreach and charitable programs, including the Children’s Organ Transplant Association.

SPECIAL AGENT 911 2005 Summary
Description
In its fourth year, Special Agent 911 was further developed into a comprehensive program with the addition of specialagent911.com and the increased utilization of the Special Agent 911 mascots. The program was taken to schools from January through June, and the mascot made additional appearances throughout the year. The new Website, which offers an avenue for educators to request the program and activities for children, launched to coincide with Wireless Safety Week. The program itself teaches children the importance of dialing 9-1-1, how to speak to emergency operators, the proper situations in which to dial 9-1-1 and how calling 9-1-1 on a wireless phone differs from a landline phone.

Outcome
In 2005 there were 83 Special Agent 911 programs reaching 17,052 kindergarten through third grade students. This nearly doubled the original goal of 10,000 students. Additionally, 10,000 coloring books were used and distributed by the Erie, PA police squad in their “Celebrate Erie” safety kits for children.

Impacts
Number of children – 27,052
Website hits – 6,783
Mascot Appearances (approx.) - 160
Media Impacts – 1,115,864
Total (does not include the attendance at special mascot appearances) – 1,149,699