Yellow Rabbit PR & Marketing

Most people don't wake up thinking about federal broadband mapping.

That was exactly the problem.

Mississippi had $1.2 billion allocated to expand broadband access — but communities had to prove they needed it before a federal deadline. No proof meant no funding. And the communities already underserved would stay that way.

The Mississippi Broadband Expansion Coalition needed a campaign that could reach rural MS Delta residents, door-to-door canvassers, highway drivers, and social media scrollers — all with the same urgency, through completely different channels.

That is what Yellow Rabbit built.

We developed the 'Every Home Connected: Mississippi's Broadband Promise' campaign from the ground up — name, logo, visual identity, website, rack cards, one-pager, 20+ social graphics, a 5-station Delta radio campaign, and the press release that put these findings in front of legislators at JSU's e-Center in September 2024.

The insight that drove the strategy: we were not making five different campaigns. We were making one campaign that traveled through five doors.

The website was for people who searched. The rack card was for canvassers going door to door in Clarksdale and Isola. The radio spot was for drivers on Delta highways. The countdown graphic was for those who scrolled.

Same message. Five formats. One deadline.

See the full case study here - https://www.yellowrabbitpr.com/selected-work.