- Apps
- Case Studies
- Portfolio
- Whitepapers
- Articles
- The Web Gets Responsive
- Lessons Learned from the Campaign Trail - Part 1
- I’m Sew Money – The Rise of The Craft Industry Online
- Google Goes Social with Google+
- The Outdoor Industry and “Sustainability”
- Facebook for Qualitative Research
- 3 Tips on Managing the Cost of Healthcare
- Performance Management in Turbulent Times
- 7 Cause Marketing Best Practices from Sushi Zushi’s Recent Misstep
- The Chicken & Egg of Mobile Payment
- How Much Is Your Data Worth?
- Three SEO Lessons from J.C. Penney
- 3D and 4G
- Why Corporate Blogs Need PR Strategy
- 5 Tips for Going Mobile
- Lessons Learned from the Ballot Box
- Inside the Creative Mind
- Retail Winter Survival
- Debunking the Myth of the “Social Superhero
- Nothing New about Old Spice
- Mobile Surveys: More Trouble Than They’re Worth?
- The Great Healthcare Reset – How You Can Make Change Stick
- Telecom’s forgotten competitive advantage: customer service
- Social Filtering – why some ideas get shared and others fail
Sprint Goes Local
Customized market messaging for the national brand’s umbrella campaign
Challenge
As Sprint/Nextel prepared to launch a national branding campaign with a new national agency, the wireless company faced the need to integrate messaging across 200 local markets that were recently acquired. Neither its national media placement firm nor its new agency had the bandwidth to optimize Sprint’s media or messaging by market. We put our telecom experience to use to help Sprint reach multiple markets with cohesive branding.
Action
GDC became the campaign’s agency for field marketing and advertising, filling the gap between national agencies, corporate communications and local markets. We applied I-Level™ and MirrorBranding™ tools and creative and media services.
- Tiered markets based on performance by creating and applying the campaign’s field measurement system
- Developed localized media plans and buys to address individual market needs like disruptive carrier launches and network expansions
- Created unique market messaging that interpreted the national brand locally, including the creation of the campaign’s field radio advertising
- Formatted, tagged and trafficked print and radio across the country
Result
This work led to a partnership with Sprint and its national agency Goodby, Silverstein & Partners. We continued to provide localized creative and media support to the acquired markets within the brand guidelines and creative strategy for the next 2 years.
- Executed ROP for over 150 markets by developing efficient internal processes for working within GSP’s strategy and timelines
- Versioned and trafficked 2,500+ ROP ads to acquired markets
- Developed 75+ unique tagging configurations for radio to meet local market needs in the same time period
- Developed all Nextel ROP creative for enterprise and acquired markets
- Created, produced and trafficked radio to meet local market promotions and needs
Even after Sprint changed its national agency to TBWA\Chiat\Day, GDC remained the consistent point of contact for field marketing in acquired markets.