Russell Cellular | Connections | Fall 2023

WINTER / 23

THE JOY OF GIVING BACK Five years in, Russell Cellular's partnership with Habitat For Humanity is going strong.

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Call 800-999-7222, or go to anthemEAP.com, then enter your company code: Russell Cellular

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FROM THE FEED

CHIEF EXECUTIVE OFFICER Jeff Russell CO-FOUNDER Kym Russell PRESIDENT Jeven Russell CHIEF OPERATING OFFICER Darin Wray CHIEF FINANCIAL OFFICER Robert Lister CHIEF STRATEGY OFFICER Nathan Mindeman VICE PRESIDENT OF EXECUTIVE SUPPORT Layton Alsup CHIEF SALES OFFICER Daniel Hyder AREA VICE PRESIDENT OF SALES Brad Boman AREA VICE PRESIDENT OF SALES Anthony Badalamenti AREA VICE PRESIDENT OF SALES Khris Stillman VICE PRESIDENT OF LEARNING & DEVELOPMENT Kurt Reinhart DIRECTOR OF RC CARES Ron Wallace MARKETING MANAGER Stephanie McHatton

2111 S. Eastgate Ave., Springfield, MO 65809 PHONE: 417-883-7417 / FAX 417-889-7417 417MAG.COM KATIE POLLOCK ESTES / EDITORIAL DIRECTOR ETTIE BERNEKING / EDITOR ALEX WOLKEN / CREATIVE DIRECTOR CONTRIBUTING WRITERS AND PHOTOGRAPHERS Karen Bliss, Tessa Cooper, Juliana Goodwin, Rae Snobl, , LOGAN AGUIRRE / PUBLISHER MEGAN JOHNSON / VICE PRESIDENT OF OPERATIONS & CUSTOM PUBLICATIONS AMMIE SCOTT / VICE PRESIDENT OF STRATEGY AND SENIOR ACCOUNT EXECUTIVE GARY WHITAKER / FOUNDER JOAN WHITAKER / FOUNDER

Photos courtesy Russell Cellular

Visit our social media sites to learn about the latest developments from Russell Cellular.

FACEBOOK.COM/RUSSELLCELLULAROFFICIAL LINKEDIN.COM/COMPANY/RUSSELLCELLULAR @RUSSELL_CELLULAR RUSSELLCELLULAR.COM

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TOC / KYM'S NOTE

HELLO RC FAMILY, This year has been a special year commemorating our 30th year in business. This is a milestone for sure! We have taken time to reflect on our journey, celebrate where we are today and look toward the future of Russell Cellular.

In many ways our business is the same as it was when it started on December 3, 1993. The sales process is still about greeting and building rapport with our customers, listening to their needs and offering solutions, overcoming objections and closing the sale, while earning future business and referrals.

Our entire leadership team continues to strive to provide a work environment where our people can find meaning and joy in their work while providing for themselves and their families. We still believe in our three pillars of providing opportunity for personal and professional growth, showing every person their value and importance on this team.

We have come a very long way together. It is wonderful celebrate our company’s success and the people who have shared this journey with us. All of us share the responsibility of taking care of our customers and our RC Family.

.

This issue is a tribute to our winning team and the positive impact we continue to make together.

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RC CONNECTIONS / WINTER

Photo by Ettie Berneking

CONTENTS / TOC

ON THE COVER Chance Morlan took part in one of Russell Cellular’s Habitat For Humanity builds and made it on the cover of this issue of RC Connections.

WINTER / 2023

A CLOSER LOOK Russell Cellular had a major anniversary this year. It hit the big 30.

Look back at how RC started and what keeps it going strong today.

PG

24

Photos courtesy Russell Cellular

P. 16

P. 5

P. 12

P. 13

RC AND HABITAT FOR HUMANITY ARE TEAMING UP ONCE AGAIN.

MICRO SUCCESS STORIES

COLOR CODE YOUR PERSONALITY

Ricky Tompkins went

Store managers and

There's a new way to

from a Wireless Sales

leaders share their wins

figure out what kind of

Representative to an

and how they hit their

coworker and leader you

Assistant Store Manager

goals and led their teams

are. Now the big question

in 10 months.

to success.

is what color are you?

HOW I...

RUSSELLCELLULAR.COM

3

LIFE / SPOTLIGHT

THE TIES THAT BIND This Regional Director of Sales knows first hand that support at home and in the community means everything.

BY SUSAN ATTEBERRY SMITH

E

ven before Jeremy and Rebekah Williams got married in 2021, Jeremy knew family would be a

priority in their lives.

“I was told early on that we’d always be within a quick drive to her parents,” says the Dallas-based Regional Director of Sales, who joined Russell Cellular five years ago. Now that Jeremy and Rebekah are parents themselves—to daughter Leighton, who celebrates her first birthday this November— those ties are even more important. Jeremy calls Rebekah “the glue that holds the family together.”

When he isn’t overseeing eight districts and she isn’t working as a cosmetologist, the three are either spending time with Rebekah’s parents or visiting Jeremy’s sister and cousins. “It’s been a whirlwind the last couple of years, for sure,” Jeremy says. “The biggest blessing of all is to have our little girl. It reminds me every day of what out there is most important.”

That’s one reason why the dedicated family man values RC Cares volunteer efforts to help communities, too. In 2022, Jeremy partnered with Lubbock-based Regional Director of Sales James Perez to raise money for teachers and the families of victims of the Robb Elementary School mass shooting in Uvalde. This spring, when tornadoes ravaged East Texas and Louisiana, Williams and Perez also collected money for those victims through RC Cares projects.

Since 2021, Williams and his team have raised funds for the terminally ill through Project 4031, a nonprofit foundation founded by his brother-in-law and sister-in-law. About $3,000 in RC Cares contributions each year covered a “bucket list” trip for one family and kept the lights turned on for others, he says.

“We were able to turn on utilities and pay some bills for some families that ran out of money due to medical bills,” Jeremy says. As he sees it, no donation is too small, and it’s donations and support like this that helps keep a community standing strong, whether it’s a family of three or a town of several thousand.

4

RC CONNECTIONS / WINTER

Photo courtesy Jeremy Williams

SHOWING SUPPORT / LIFE

SUPPORT IN THE COMMUNITY Russell Cellular and Habitat for

2

MICRO SUCCESS STORIES

Ashley Maysonet

Humanity are old friends.

BY JULIANA GOODWIN

Watertown, MA

W

hen

Habitat

for

Humanity held its 18th

annual

Tool

Belts & Bow Ties gala in 2023, Russell Cellular donated $3,000

to the organization.

Ron Wallace, Director of RC Cares, says 100% of that will go to build a new house in the Springfield community. Amber Mueller, Director of Development

who can’t secure a convention-

and

Russell Cellular has support-

the

al loan. The homes are not free.

ed the Springfield

Springfield affiliate of Habitat for

Habitat is also the lender and pro-

the past five years and provided

Partnerships

for

affiliate for

Humanity said $145,000 was

vides a 0% interest mortgage, so

more than 130 hours of volunteer

raised at the gala, which was the

the loan is sustainable based on

labor as well as funding through

organization’s largest fundraiser

the home owner’s income.

PopSocket

to date. That figure includes in-

But that zero % interest rate

sales,

fundraisers,

donating Life Points from blood

kind donations of materials and

isn’t free. Each home buyer must

drives and direct sponsorships.

contract services that will be di-

complete a minimum of 250

As Ron says, “Their mission mir-

rectly applied to the home build.

sweat equity hours as well as

rors our mission. It just makes

Giving back to Habitat for

14 Tools for Life classes, which

sense.”

Humanity is nothing new for RC.

teach important life skills that

The company has been a long-

come with owning a home.

time supporter of the nonprofit.

Ron says team members have supported Habitat for Humanity

BY THE NUMBERS

many times over the years and

35 YEARS

in several states. The team has helped build new homes, and they even built a playground in

That’s how long Habitat Springfield has been building homes in Greene County

750+

a shopping mall in a low-income neighborhood. “It’s a great orga-

homes built in that time

nization,” Ron says.

Part of why Russell Cellular is

committed

to

supporting

$100,300

RECEIVED 40 APPLICATIONS IN 2023

Habitat for Humanity, is its mission. Habitat for Humanity builds

Cost to build a two-bedroom house:

130 HOURS

of donated time by Russell Cellular employees

6 HOUSES BUILT IN 2023

“I am in sales, and I help with operations of the store. We are a small store, and helping with operations has helped us focus more on the customers.

Sometimes that means we do unusual things for our customers. In our area, we have a school for the deaf and the blind, so I learned sign language with an app.

Now I can better help the clientele in our area.”

Michael Edes Springfield, MO “I am the Department Manager for our Customer Solutions Team. Historically, there’s been a lot of disconnect between my department and retail when it comes to priority check-ins. We actually launched a PCI inspection process in March.

Since then, we’ve been getting a lot less emails from District Managers and Store Managers about complaints about the PCI they received.

One of the biggest things I’m most proud of is aligning our performance with our Integrity Core Value as a company.

homes for families and individuals

Photo courtesy Habitat for Humanity of Springfield

RUSSELLCELLULAR.COM 5 RUSSELLCELLULAR.COM

LIFE / RC CARES

REBUILDING AFTER THE

FLAMES

J

Jared Gibney lost his home in a fire, but RC Cares was there to help.

BY KAREN BLISS

ared Gibney, a former Store

Cares was there to help as they navi-

Manager in Arcade, New York,

gated what to do next. Jared’s District

received a phone call one after-

Manager, Marco Cartwright, was no-

noon from his fiance. The news was not

tified immediately of the situation, and

good; his house was on fire.

“When I arrived home, the house was

he reached out to RC Cares for help. In about a week, RC Cares donated $6,000

engulfed in flames, and we sat there for

to Jared and his family.

about two hours and watched our house

“The company helped so much with-

burn,” he says.

out hesitation,” Marco says. “I was able

Jared says it was a draining expe-

to see behind the scenes that they gave

rience, and after talking with the Red

Jared everything we had available, and

Cross and the fire chief about the dam-

they did it quickly. Jared and I were both

age, their family was informed every-

amazed that the company went above

thing they owned was lost. “I still have

and beyond to ensure he and his family

post traumatic stress disorder from

had a place to stay.”

watching seven years of our lives be lost

Jared says it showed him how much

in one day,” he says. “Our two girls still

RC Cares really does care about the RC

talk about how they want to go home.”

team members and their families.

Although Jared’s family will never get back the home that they lost, RC

“We greatly appreciate the help and will always be grateful,” he says.

THE GIFT OF

LIFE

The RC Home Office exceeded donation goals at its bi-annual blood drive last spring.

BY RAE SWAN SNOBL

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RC CONNECTIONS / WINTER

Photo courtesy Russell Cellular

RC CARES / LIFE

CALM DURING THE STORM When a fire destroyed this family's home, RC Cares helped cover emergency costs.

HEDGIE'S HEROES / LIFE

THE GOAL

THE EVENT

THE IMPACT

Last fall, RC Home Office held

On March 16, RC Home Office

CBCO provides 250 donations a day to local hospitals,

its first blood drive hosting 25

hosted 25 donors in its train-

and RC had a higher number than most donation sites.

donors for Community Blood

ing room. The team handed out

When their blood is used, RC donors will receive an email

Center of the Ozarks (CBCO)

snacks and offered positive sup-

letting hem know where their blood went. “Not everyone

and wanted to exceed that

port to donors while CBCO made

has a personal tie, but some of us do,” Ron Wallace says.

number with a spring drive.

sign-up easy with an online link. To

“One of the major reasons I wanted to get involved is my

The company loves raising

spread the word about the event,

grandson was diagnosed with leukemia in September

money for various charities,

RC promoted it via email and so-

2021 and had to have blood transfusions. We are literally

but it’s also looking for non-fi-

cial media. The company also paid

giving the gift of life.” RC Home office plans to continue

nancial ways that people can

employees for their time while they

to host two donation events per year in the fall and spring.

give back.

donated.

Photo courtesy Russell Cellular

RUSSELLCELLULAR.COM

7

LIFE / WEEK IN THE LIFE

A WEEK IN THE LIFE OF

NICOLE VALENTINE Nicole Valentine has been with Russell Cellular for 12 years and is the Director of Operations. When she started, she managed four team members. Now, it’s morphed into five teams with 16 members, an Assistant Manager and herself. When her teams are not focusing on projects like building remodels or acquisitions, they focus on daily tasks, and each team has a different expertise.

Leasing The leasing team works with landlords, real estate contacts, and local chambers of commerce to find new locations for RC stores, and they oversee everything related to lease administration.

Anytime Russell Cellular wants to add a new store to its roster, Leasing gets involved.

Property Management The property team oversees new store build-outs and remodels.

The biggest part of their day involves overseeing property maintenance issues for RC’s nearly 800 locations Merchandising The merchandising team ensures each store meets the standards of RC and Verizon. If there’s certain promotional branding or signage that needs to be on display or devices that should be in stock, this is the team in charge.

Asset Protection This team oversees the company security policy and procedures, and investigates any theft and security incidents.

Operations This group orders and oversees the office supplies for all stores, manages fleet vehicles, and keeps store data up to date.

THE FIRST THING WE ARE GOING TO DO IS SEE WHAT NEW CHALLENGES AWAIT US."

—Nicole Valentine

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RC CONNECTIONS / WINTER

Nicole says her teams differ from other departments in that their focus is not always proactive. “A lot of what we do is reactive,” she says. “We don’t know what every day will be like. The first thing we are going to do is see what new challenges await us.”

Photo by Ettie Berneking

MENTORSHIP MOMENT / LIFE

After Russell Cellular District Sales Manager Becki Gillaspia was hired in 2022, Cole Wriborg turned to her for guidance in managing his store in Thibodaux, Louisiana. Now that Cole is a District Sales Manager himself, he continues to value Becki’s mentoring as he oversees six stores.

BY SUSAN ATTEBERRY SMITH

RC: What are some specific ways Becki helped you

Verizon—he was like an encyclopedia. But as far as

when you were still a Store Manager?

managing, I didn’t feel like he’d had much guidance

Cole: She definitely helped me learn how to

before. So I spent time showing him ways to manage

manage multiple teams, especially when we

somebody even when they’re not in the store with you.

were short-staffed in other locations. I was

A lot of it was teaching him how to hold his team ac-

managing two teams at the same time until we

countable even when he was in a different location. As

got them both staffed and everyone trained. It

a District Sales Manager, we can’t be in every store,

was a lot, and I relied on her guidance. It wasn’t

every day. One-on-ones work great. It keeps you

easy, but having her on my side made the tran-

communicating regularly and allows your team to ask

sition a lot smoother. I think it was all about

questions as needed, and you can check on progress

having a District Sales Manager that believed

to make sure they’re on task.

in my ability to lead.

WHEN GREAT MINDS

THINK ALIKE

RC: Have you found that serving as a mentor to Cole RC: Do you think you’ll be a mentor yourself

has helped you in your own job?

Cole: I definitely do. My philosophy is it’s my job

Becki: Definitely. When I first started here, I had no

to train my team so they can be ready to step up

experience with Russell Cellular or Verizon products. I

into their next role just as I intend to do as well.

was able to ask him a lot of questions about Verizon devices and promotions. We’ve made each other bet-

RC: As a mentor, what advice did you want to share

ter, honestly.

with Cole?

Becki: He had everything down in regards to

SALES BY THE NUMBERS / LIFE

THE TIPS TO HIGH ACHIEVEMENT Dominique McIntyre, Store

Christopher Berry, Store

Jacob Johnson is the Store

Kris Fox, Store Manager

Manager of the Springfield

Manager of the Warrington,

Manager of Wildwood 1

in Akron, Ohio, started

2 store in Missouri, has led

Virginia, store, as of the

in Florida, and in just the

in February. By October,

her team to sign on 197

end of June, sold 553

first quarter of sales, they

he had sold 376 devices,

business accounts, which

devices, 301 of those were

sold 215 new lines, 127 of

119 of which were pull

is the most in her region,

new postpaid. His tip: Build

which were pull throughs.

throughs. Kris’ tip is to look

From accessory sales

by focusing on what busi-

good client relationships,

His tip is to make sure your

for opportunities to add

to device goals, these

ness customer features

so your team sees many

team members offer addi-

bundles with a new line

numbers are worth

her RC team can offer

return customers in addi-

tional lines with each new

and to add accessories,

celebrating.

new clients. Her tip: Keep

tion to new customers.

line they add, every time.

the customer will enjoy and

BY KAREN BLISS

asking questions.

Photo courtesy Becki Gillaspia

that will add benefit.

RUSSELLCELLULAR.COM 9 RUSSELLCELLULAR.COM

EMPLOYEE EXPERIENCE / ROUND TABLE

DEVELOPING LEADERS Khris Stillman shares his job responsibilities and how he develops leadership skills.

BY JULIANA GOODWIN

As Area Vice President of Sales, Khris Stillman has many responsibilities, but he wears two main hats.

Khris was with Verizon for 24 years in various roles from customer facing to Director of Indirect Sales for the Midwest. Through the years, he established a strong working relationship with Jeff Russell.

“I have always had a great relationship with him and always loved Russell Cellular,” he says. “This company has a strong culture of caring about its team. That was a draw for me.” As it turned out, it was a big enough draw to pull Khris over to work directly for Russell Cellular.

Khris joined the team in April 2021, and now oversees the Agent Partner Program.

These are sub-agents that look and feel like Russell Cellular but are independently owned—similar to a franchise. They order all their inventory from RC and enjoy benefits such as support from the home office, fi-

LEADERSHIP ADVICE  People don’t care how much you know until they know how much you care. That’s why it’s important to let people know you care.  Spend time in the field and talk to the front line. You get the best answers from the field because they are the ones facing customers. It’s a great place to learn.  Take risks. “I’m a big Nick Saban fan, and he talks about how you can learn more from a failure than a victory. I agree. Do it responsibly, do it quick and move on,” Khris says.  Attitude and curiosity are in your control. Leaders control their attitude and how curious they are about the business, how to drive results and what they can do.

nance team, IT department and more. There are 70 agent partner locations across the U.S. In addition, Khris is responsible for 180 stores with more than 500 team members in his area that he loves to refer to as “The Best Team in Wireless.” While his role has many responsibilities, his favorite is developing leaders.

Of course, Khris spends a lot of time analyzing numbers and results and making calls, but developing leaders within the company is his passion. “I’m trying to drive leadership because that is how we get better,” Khris says.

“To me that is the most important thing.”

10 RC CONNECTIONS / WINTER

Photo by Ettie Berneking

RUSSELLCELLULAR.COM

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RC CONNECTIONS / WINTER

STRAT COM / PLUGGED IN

THE STRATEGIES THAT WILL CHANGE THE GAME This personality assessment gives you insight into your communication style.

BY ETTIE BERNEKING

Ever meet someone and immediately get a vibe? Maybe

ful. “Everyone is every color, and while we operate out of a

they are really organized and succinct. Maybe they are at-

primary color we also have a secondary color,” Kurt says.

tuned to others and their feelings. Maybe they are analyti-

“When you know the colors and tendencies, we get better

cal and ask a lot of ‘why’ questions. Maybe they are face-

at relating to one another.”

paced, high energy and need to keep moving. People just

Real Colors now represents the newest tool in Russell

seem to have a certain tendency, and when we pay atten-

Cellular’s leadership toolbox. If you cringe at personality

tion to the characteristics, the better we get to know them.

tests, you’re not alone. “I’ve always been very cautious of

The thing is, Russell Cellular is in the people business as

personality testing because I don’t like putting people in

much as it is in the sales business. The more the RC team

a box,” Kurt says. “Context dictates everything. It dictates

can get good at the people side, the sales side benefits.

how we respond and how we interact with others.”

So how does someone get good at that? Do personality

But when RC rolled out the Real Colors program, Kurt

tests work? They are good at providing insight, but that

saw something he hadn’t seen in other personality tests.

isn’t enough. The challenge is putting that understanding

“This is simple and practical,” he says. “There’s no trying

into action.

to figure out what an ENTP is or what a seven is. You only

Recently, Russell Cellular invested in a way to better un-

have to know four colors, and it’s more of a conversation

derstand one another by better understanding people’s ten-

starter than anything else.”

dencies. The program is called Real Colors. The intention

“The test helps each of us to become more aware. First

is to improve communication, interaction, and relationship

of ourselves, then of the others around us,” Kurt says. “If

skills. “We’ve tried different ways to understand connec-

they’re blue, they’re focused on making sure others have

tion with others. We know Myers Briggs, DISC, Strength

the tools to succeed. If they’re green, they might need to

Finders and Enneagram, but they’re complicated,” says

understand the why behind an ask before they can buy into

Kurt Reinhart, Vice President of Learning & Development.

it. If they’re gold, they might need to know what the plan is

Then Kym Russell provided a new approach. She and the

and have clear instructions from their leaders. If they’re or-

Russell family went through Real Colors to better under-

ange, they need the freedom to explore possibility and they

stand one another, and Kym realized the program could

like to make it fun.” There’s just one catch. “We don’t want

improve communication skills within the RC Family.

to get caught in the trap where you weaponize the colors,”

“We all know Kym is passionate about people, so she

Kurt says. “If someone is a blue, don’t say, “Oh, well you’re

used the test with her and Jeff first,” Kurt says. “Then she

acting like this because you’re a blue and that’s how blues

brought in Jeven and Layton and their spouses. She start-

operate. The goal isn’t simply identifying someone’s color

ed with her family, and then brought it to the RC Family.” It

and how they communicate. It’s about understanding what

began in small doses; Home Office leadership, and then

that color needs and learning how to meet those needs.”

Home Office Team Members. Now, all DSMs have been in-

When RC leaders walk away from Real Colors with a little

troduced to Real Colors. The goal is to have the experience

more awareness of how they communicate and how their

teach leaders how to be more aware of two things: How do

teams communicate, that’s a win for Kurt. “Even if our team

they understand themselves and the needs of others, and

pays a little more attention to the tendencies and needs of

then how to leverage that understanding to be success-

the people around them, then we get better.”

Photo courtesy Russell Cellular

RUSSELLCELLULAR.COM 13

EMPLOYEE EXPERIENCE / ACCOMPLISHED

MEET THE

LINDSAY THOMAS

TEAM

Years With RC: 9 Years

A few RC veterans dish about what it is that keeps

afraid to be myself when I am around them. I

them invested in the RC family.

have leadership that cares about how I am doing

BY KAREN BLISS

and also trusts that I am able to do any task that

“I am an Operations Specialist, and I oversee company vehicles, handle office supplies, and set up utilities for all stores. I love my team. We have a great working environment, and I’m not

they give me.”

SETH MCCOO

MIKAYLA STORMHAVEN

Years With RC: 9 Years

Years With RC: 6.5 Years

“I worked with another agent

“I’ve had several positions

before RC acquired the Norton,

in the IT department from IT

Virginia, location, and I am an

Helpdesk to my current job,

Assistant Store Manager now.

which is IT Security Assistant

Working for RC has felt like

Manager. RC is different from

home over the past few years,

other companies I’ve worked

and I really can’t see myself any-

for because it offers flexibility.

where else. Taking care of my

It also has a great workplace

customers, whether it is fixing a

culture, and I get a lot of new

problem or finding them the de-

opportunities I might not get

vice or accessories that meet their wants and needs, makes me feel

elsewhere. For instance, I’m

good. It’s funny; I have been in this store for so long that customers

going to school right now, and

will say I came with the walls and fixtures of this store. Working for RC

I can adjust my hours at work

has helped me grow as a person as well. I have better communication

to accommodate that schedule, which is awesome. Also, If I have a

skills and a drive to reach for targets and goals in work and in life.”

family emergency, I know my manager will have my back.”

STORIES OF SUCCESS / LIFE

HOW I BECAME AN ASSISTANT MANAGER Ricky Tompkins shares how he

get to 100. My Store Manager,

learn to praise the team in public

sales goals every month, and in

went from a Sales Associate to

Evan Weisert, took notice and

and counsel in private.

June, I finally hit 100 boxes for

the Assistant Manager in just 10

asked me to work toward be-

During my downtime, I worked

months.

AS TOLD TO RAE SWAN SNOBL

coming Assistant Store Manager.

hard to learn the organizational

We are a tight-knit group and

I realized I had been do-

side from how to order money to

know we can count on each

the first time.

ing what a manager does all

training and coaching. I balance

other when it’s time to recognize

When I started at the Sioux Falls

along—motivating others. When

both my sales role and the role

success or cheer each other

2 store in Dawley, South Dakota,

we would have a down week, I

of Assistant Store Manager now.

on when we need to hit a goal.

I started hot and learned quick-

would rally and encourage the

I focus on how to be a better

That’s what makes the biggest

ly. I sold 64 boxes in my first two

team. My past military experi-

customer service rep through

difference in our store’s ability to

weeks and motivated myself to

ence helped me be a leader and

role play, and it works. We hit our

succeed.

14 RC CONNECTIONS / WINTER

Photos courtesy Russell Cellular

TK Photo courtesy Russell Cellular

RUSSELLCELLULAR.COM 15

16 RC CONNECTIONS / WINTER

When Russell Cellular sent team members out to volunteer on their first Habitat For Humanity home, the company couldn’t have imagined the partnership would grow this much.

PHOTOGRAPHY & STORY BY ETTIE BERNEKING

RUSSELLCELLULAR.COM 17

I love that people don’t know how to do soffit, but our guys show them how and then they step back and let the volunteers do it, which is incredible. It builds community around the house, and blood, sweat and tears go into each build.— Michael Britain, Habitat for Humanity

18 RC CONNECTIONS / WINTER

To understand how Russell Cellular first started building homes with Habitat For Humanity, you have to track down Kevin Ropell.

As Regional Director of Sales, Kevin Ropell has hopped around the country. He’s worked in Tennessee, California and now Missouri, and one thing has stayed the same—he always makes a point of connecting with Habitat for Humanity.

“I love this organization,” he says. “It's mission of helping others fits into RC's mission.”

The first habitat build took place in 2018 out in Cleveland, Tennessee. Habitat For Humanity of Cleveland got word that Russell Cellular team members in the area were looking for ways to get involved in the community. Habitat For Humanity Executive Director Tammy Johnson actually headed to an RC store to meet the team and see if they were interested in joining in on a build.

Not only did team members help build a home, they raised more than $10,000 for the project. According to Habitat for Humanity at the time of print, most builds require around $75,000 to complete,

RUSSELLCELLULAR.COM 19

which means RC’s single donation went a long

That first build inspired countless other Russell

way. It also put down roots between RC and

Cellular teams in places like Missouri, Mississippi,

Habitat for Humanity.

California, Tennessee, Illinois and North Carolina

Since that first build in 2018, Russell Cellular

to do their own local builds. Part of why RC

has participated in eight builds for Habitat For

teams have eagerly engaged with Habitat For

Humanity. RC team members have been in-

Humanity builds is the accessibility. “Anyone

volved with so many Habitat builds that there’s

can get involved, and it’s so simple,” says Ron

practically a playbook on how to take part and

Wallace, Director of RC Cares. “You just reach

fundraise for the organization. “I can’t believe

out and say you have a team that wants to help,

how much this has taken off,” Kevin says. "It's

and it’s great team building.

been inspiring to see how many stores have taken part in a build."

20 RC CONNECTIONS / WINTER

CONTINUED ON PG 23

RUSSELLCELLULAR.COM 21

It’s a great opportunity to do something good for the area that’s not sales related.”

—Eric Gonzalez, Verizon

BY THE NUMBERS

9

Homes the RC teams helped build with Habitat

660

The number of hours rc team members have dedicated to builds.

$41,298

The amount of money RC has donated to Habitat For Humanity

8

States where RC has helped build a home.

22 RC CONNECTIONS / WINTER

The First Build

CONTINUED FROM PG 20

“Our team works so hard in the field all the

into a thriving partnership five years later, but

way from Regional Directors of Sales to our

when asked if he’s surprised, he says no. “I

Wireless Specialists,” Ron says. "So you

really believe in the power of giving back,” he

get them out of that element, and I think it’s

says. “It’s such a rewarding experience, and

refreshing. We’ve also had several Verizon

so much of the culture at Russell Cellular is

leaders join our builds, and it’s been a great

about giving back. This partnership makes

way to build relationships with these folks.”

perfect sense to me. Our team members are

Kevin couldn’t have known that his first

out here serving others, and there’s not much

build with Habitat For Humanity would turn

better than that.”

RUSSELLCELLULAR.COM 23

Russell Cellular didn’t hit the 30 year mark due to luck. The company has a solid company culture and serious focus on customer service to thank for 30 strong years in the business.

BY ETTIE BERNEKING /// PHOTOS BY TESSA COOPER & COURTESY RUSSELL CELLULAR

24 RC CONNECTIONS / WINTER

RUSSELLCELLULAR.COM 25

CELEBRATING THE WINS Russell Cellular brings leaders together at Summit to celebrate successes and talk about upcoming goals.

GUESS WHO TURNS 30 THIS YEAR?

Russell Cellular celebrates 30 strong years in the wireless industry this year, and there’s a lot to celebrate. There are new stores to cheer on, new team members to welcome, anniversaries to acknowledge and a lot of growth in the future to be excited about.

But before we dive into all the reasons Russell Cellular is excited to ring in the big 3-0, let’s take a look back at how Russell Cellular got its start.

26 RC CONNECTIONS / WINTER

HANDS-ON LEARNING In-person leadership training is a big part of how Russell Cellular maintains the core of its culture.

CELEBRATIONS Russell Cellular believes in celebrating success together and sharing big wins.

COMMUNICATION IS KING Training leaders on different communication styles is part of why RC has grown so much in 30 years.

RUSSELLCELLULAR.COM 27

The Heart of Russell Cellular The RC Employee Emergency Fund gave out $60,815 last year to RC team members in need.

Speaking of supporting the RC family, RC team members donated $50,918.16 last year to the EEF. Russell Cellular team members have hosted 1663 number of RC Cares events.

Since 2018, Home Office has raised and given away $81,073.91 to projects and organizations in the Springfield community.

At the height of COVID-19, Russell Cellular donated $25,000 to provide lunches to first responders across the country.

28 RC CONNECTIONS / WINTER

Since 1997, RC has donated more than $60,000 to Great Circle, which provides behavioral health services to children and families.

To get an idea of the impact of a single RC Cares event, consider this, one toy drive helped more than 800 families surprise their kids with Christmas presents. During this toy drive, seven RC districts raised more than $11,000 for the event.

On average, when an RC team member applies for EEF assistance, their request is approved within 24–48 hours.

The program knows that when someone needs help, they don’t have time to wait.

Applicants to the EEF can receive up to $500 per occurrence. The program was used 127 times in 2022 alone.

Russell Cellular has donated more than 145,000 accessories and devices to the non-profit Cell Phones for Soldiers. The organization uses profits raised from re-selling the devices to purchase pre-paid international calling cards troops can use to talk to loved ones while they’re away from home.

The total of these donations to date is $1,802,389.76.

IN THE BEGINNING Most tenured RC team members can tell you about the Alltel Wireless days when Jeff Russell was selling bag phones out of the trunk of his car. It was a new age of wireless technology, and Jeff was just starting to dabble in it. With Kym Russell by his side, their car-side operation grew. A few years later, the two entrepreneurs were ready to hire their first employee.

It didn’t take long before Jeff and Kym moved out of the car and into a store (or two). Just like that, Russell Cellular was off and running. By 1998, the Russell’s focus on customer service had paid off, and Jeff won the Small Business Association Young Entrepreneur of the Year award for the Kansas City District. Around that same time, Russell Cellular grew from 15 stores to 40.

“We were consistently growing,” Jeff says. “I credit a lot of that success to our focus on our company culture and on customer service. We didn’t have a wildly unique product, but we did start with a very intentional focus on the customer. We knew if we could provide truly exceptional customer service, we would have repeat customers and great word of mouth.”

That approach worked. By 2008, Russell Cellular had more than 100 stores, and soon Alltel Wireless merged with Verizon. Suddenly, Russell Cellular had an even broader reach nationwide. By focusing on smaller communities where RC sales associates could get to know their customer base and plug into the community, Russell Cellular kept on growing.

Russell Cellular celebrates 30 years in business December 3, 2023, and operates 720 RC owned stores plus 60+ Agent Partner locations. RC is more than 2,700 team members strong and does business in 43 states. Looking at the number of stores only shows

GATHERING THE RUSSELL CELLULAR FAMILY Each year, Russell Cellular brings leaders together to attend Summit. The event is a time to highlight scoreboard leaders, talk about upcoming goals and strategies and review how the company is doing and how it has grown.

you a small part of Russell Cellular’s success. To understand the full picture, you have to look at the company’s culture.

.

Since officially launching RC Cares in 2018, Russell Cellular has donated $1 million.

RUSSELLCELLULAR.COM 29

CHEERS TO RC CARES In less than five years, RC Cares has become an integral part of Russell Cellular’s company culture. It has raised $1 million and helped thousands of people.

BY JULIANA GOODWIN

30 RC CONNECTIONS / WINTER

PHOTOS COURTESY RUSSELL CELLULAR

I

n less than five years, RC Cares has reached an incredible milestone: the program has raised more than $1 million to benefit communities across the country. While it began with a goal that Ron Wallace, Director of RC Cares, set in 2018, it was the result

of hundreds, maybe even thousands, of people coming together.

“To be able to do it in less than five years is a testament to the heart of this company,” Ron says. RC Cares got started back in 2018 when Ron was hired to launch the philanthropic effort. “The concept was and still is to give back and make a difference in people’s lives,” Ron says. “This is what Jeff and Kym have always done. It’s their heart. They laid this foundation.”

While the Russell’s have always been generous, RC Cares became the structured fundraising arm of the business. The $1 million has gone a long way to help those in need around the country, but it also includes donations to Russell Cellular’s Employee Emergency Fund, which helps RC team members when times get tough. One reason RC Cares has been so successful is it allows RC team members to donate to a cause that matters most to them. When someone sees a need in their community, they can create a fundraising project and address that specific need.

As Ron says, this gives the RC team ownership and an opportunity to drill down and meet needs unique to their communities. Five years since launching, RC Cares is now a key part of Russell Cellular’s culture, and RC associates across the country have rallied around it.

As Russell Cellular has expanded into new territories, so has RC Cares.

“It’s our culture,” Ron says. “It’s who we are.”

These are the top 5 projects that have raised the most money

#1

$30,808.90 raised for Jensen Lee Wallace.

Jensen was diagnosed with Leukemia in September of 2021 and went to St. Jude for treatment (he is still taking treatments today and will continue till the summer of 2024). This was a companywide project.

#2 $27,000 raised for Baby Korra.

This project was organized by Regional Director Kevin Ropell and supported by all of Russell Cellular to support Baby Korra and her family after she received critical injuries from an assault.

#3

$25,882.61 raised for Sharlette Robinson.

This project was organized by Regional Director Kevin Ropell and his team to help Sharlette receive lifesaving heart surgery.

#4 $13,000.00 raised for Toni Peine.

Toni worked for RC’s Employee Services team for more

Steps to Host Your Own RC Cares Project • •

Identify a need.

Submit the project by completing the RC Cares Outreach Request form in Go Canvas.

•

•

Work it! Sell the products, ask customers to donate, make sure you tell everyone about the effort and its mission.

Projects typically last 30

If approved, RC Cares will design

days. When your project is

flyers for your project and create

closed out, RC will send you

a donation SKU.

your totals and a check. It’s

than three years when she developed cancer. The Home Office team led this project to raise money to help support her during her treatments. Money was also used to help pay for her funeral after Toni passed away last fall.

#5 $11,204.75 raised to support Toys for

Tots project in Cookeville, Tennessee.

This project provided Christmas gifts for 876 families, which included 2,214 kids. The project was hosted by Regional Director John Kilgore and his team.

that easy!

RUSSELLCELLULAR.COM 31

LAST WORD / LIFE OUTSIDE

ALWAYS ON THE

MOVE

At home, it’s sports. At work it’s RC Cares.

Between her four sons and a bucketful of

ball, basketball, football or band events.

baseballs in case there’s a batting cage,

Summers find them swimming, tubing or

there’s plenty to fill Nykole Castro’s Dodge

skiing at the lake.

Durango—and her life—outside of work.

When she isn’t being a sports mom,

“We’re kind of all just in and out, in and

Nykole loves to help others through RC

out, all the time,” the 34-year-old District

Cares initiatives. In recent years, her district

This District Sales Manager is always up to

Sales Manager from Monahans, Texas,

has held coat drives, paid for school lunch-

something.

says of her family. Nykole began her Russell

es, fed first responders during an ice storm

BY SUSAN ATTEBERRY SMITH

Cellular career 10 years ago as a Wireless

and raised money to help a boy with leuke-

Specialist, not long after her second child,

mia. She’s proud that her team has a “big

Noah, was born. Nykole's son Zachary

heart” for such efforts.

is 15, Noah is now 10, and her stepsons Jordan and Jayden Orr are 15 and 17.

Add partner Cody Orr to the mix, and

Between the full life at home and at work, Nykole’s plate is very full, which is exactly how she likes it.

Nykole’s family is on its way to base-

32 RC CONNECTIONS / WINTER

Photos courtesy Russell Cellular

Cares

July 2022 - June 2023 Recognition Top 50 Stores - Donations

Top 50 Stores - Products

#1 ENGLEWOOD-FL $4,351

#1 SPRINGDALE-AR 98

LAFAYETTE-TN $3,101

CLARKSVILLE-AR $439

EPHRAIM-UT $1,617

FAYETTEVILLE-TN $430

COOKEVILLE-TN $1,251

BAY MINETTE-AL $426

POTEAU 2-OK $1,217

LANSING-KS $401

FREEPORT-IL $1,162

CLAREMORE-OK $384

FRESNO 2-CA $861

DRESDEN-TN $374

SWEETWATER-TN $845

YADKINVILLE-NC $371

MONTICELLO-AR $843

BATESVILLE-AR $360

GRUNDY-VA $756

SUGAR MOUNTAIN-NC $360

SANGER-CA $749

VALDOSTA-GA $337

SPRINGDALE-AR $730

KANSAS CITY 1-MO $333

STURGIS-SD $639

BERRYVILLE-AR $325

WINDSOR-CO $630

NEW TAZEWELL-TN $318

PAOLA-KS $603

TULARE-CA $301

CLEVELAND 1-TN $578

LEMOORE-CA $271

SMITHVILLE-TN $574

KERMAN-CA $267

ANGELS CAMP-CA $558

PARAGOULD-AR $265

LIVINGSTON-TN $547

PRICE-UT $261

GROVE-OK $543

JOHNSON CITY-TN $252

KANSAS CITY 2-MO $527

FT MORGAN-CO $245

DELTA-UT $495

CLEBURNE-TX $229

KINGSBURG-CA $492

BLANDING-UT $228

JAMESTOWN-TN $477

MORGAN CITY-LA $226

HANFORD-CA $476

NEW ORLEANS-LA $211

MILAN-TN $464

FRESNO 2-CA 96

GROVE-OK 36

STURGIS-SD 30

ANGELS CAMP-CA 56

WARROAD-MN 35

BOONEVILLE-AR 28

KINGSBURG-CA 56

ADRIAN-MI 34

FALLON-NV 28

BERRYVILLE-AR 54

CLARKSVILLE-AR 34

WINDSOR-CO 28

POTEAU 2-OK 54

HAWKINSVILLE-GA 34

WINNEMUCCA 1-NV 28

LAFAYETTE-TN 53

KEOKUK-IA 34

AVA-MO 27

SOUTHINGTON-CT 53

PAOLA-KS 33

GRUNDY-VA 27

DOUGLAS-GA 48

STILWELL-OK 33

NEOSHO-MO 27

OAKHURST-CA 47

BISHOP-CA 31

NICEVILLE-FL 27

JACKSON-CA 43

TULARE-CA 31

HANFORD-CA 26

MONETT-MO 43

CLEBURNE-TX 30

MILL HALL-PA 26

CORTEZ 2-CO 41

ELKO-NV 30

GRANTS-NM 25

TAHLEQUAH-OK 40

OZARK-AR 30

INDEPENDENCE-KS 25

GALLUP 1-NM 38

RAPID CITY-SD 30

NORTON-VA 25

PRICE-UT 38

ROCK SPRINGS-WY 30

RICHFIELD-UT 25

SANGER-CA 37

SALLISAW-OK 30

SUGAR GROVE-IL 25

BROKEN ARROW-OK 36

SALMON-ID 30

HOME OFFICE CONTRIBUTIONS

RC CARES PRODUCTS SOLD

$13,180.70

7,585

Cares

July 2022 - June 2023 Recognition TOP OVERALL DSM

TOP OVERALL TM

TOP OVERALL RD

Cody Griffin

Miranda Weese

Kevin Ropell

TOP TEAM MEMBER - PRODUCTS

TOP TEAM MEMBER - DONATIONS

Zinthia Leon Springdale, AR 52

Miranda Weese Roark Englewood-FL $2,061 Alexei Sumskoy Englewood, FL $1,258

Jody Contreras Poteau 2, OK $845

Manuel Aguero Englewood, FL $559

Cari Romero Fresno 2, CA 26

Alyssa Anders Sturgis, SD 22

Alexis Billings Independence, KS 20

Kelly Vargas Rochelle, IL $1,118

Ariel Kelley Windsor, CO $655

Zinthia Leon Springdale, AR $534

Benjamin Burnham Eastman, GA 25

Kory Eaton Berryville, AR 22

Ariel Kelley Windsor, CO 20

Brigitte Lobley Ephraim, UT $1,070

Franklin Harris Sweetwater, TN $627

Shana Turner Cookeville, TN $500

Brandy Tischofer Southington, CT 25

Colby Troutman Grove, OK 21

Shanen Croft Jasper, TN 20

TOP DISTRICT SALES MANAGER - DONATIONS

TOP DISTRICT SALES MANAGER - PRODUCTS

Cody Griffin $6,388

Audri Ediger 294

Brian Mastin $5,214

Monica Turner $2,611

Michael Sentell $1,985

Audri Ediger $3,213

Misty Cannon $2,497

Jennifer Loghry $1,945

Holly Quinn $2,834

Jason Foster $2,394

Madison Wilson $1,508

TOP REGIONAL DIRECTOR - DONATIONS

John Kilgore $13,832

Kevin Ropell $9,538 Brad Loertscher $6,623

Jennifer Loghry 288 Misty Cannon 249 Simon Vallejo 196

Henry Rossetti 160 Justin Padilla 144 Ariel Westad 134

Timothy Small 131 Michael Sentell 126 Holly Fain 126

TOP REGIONAL DIRECTOR - PRODUCTS

Kevin Ropell 1,331

Brad Loertscher 779 John Kilgore 681

RC CARES COMPANY-WIDE TOTAL CONTRIBUTIONS TOTAL RAISED

$5,552

RC Cares Special Projects

$69,890

RC Cares Products

$59,442

RC Cares Donations

$50,918

TOTAL INVESTED

220

Outreach Projects

$39,487

Russell Cellular Contributions

$60,815

Employee Emergency Fund Support

$103,954

Employee Emergency Fund Donations

Cell Phones for Soldiers

$185,802

$347,790.30

Grand Total Raised

Grand Total Invested

A SINCERE THANK YOU TO THE RC FAMILY FOR COMPLETING 220 OUTREACH PROJECTS