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T-Mobile - 2008-2009 Samples of Work by Jennifer Hammond

T-Mobile - 2008-2009 Samples of Work by Jennifer Hammond. - NY & Boston Swarm Media and Creative Summary, Page 2-16 - T-Mobile Cell Phone Lot, Page 17-23. T-Mobile New York and Boston Swarm Media & Creative Summary.

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T-Mobile - 2008-2009 Samples of Work by Jennifer Hammond

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  1. T-Mobile - 2008-2009Samples of Work by Jennifer Hammond - NY & Boston Swarm Media and Creative Summary, Page 2-16 - T-Mobile Cell Phone Lot, Page 17-23

  2. T-Mobile New York and Boston Swarm Media & Creative Summary The Guerilla Marketing team supported 10 key markets throughout the US and was responsible for the sales team’s special requests. I worked on the Eastern Region of Guerilla Marketing and was solely responsible for coordinating the NY and Boston Swarms. Metro PCS (a pre-paid carrier) was launching in Boston and NY this past spring and there was an urgency to become competitive with T-Mobile’s pre-paid products that were not advertised in mass media. We decided to “Swarm” the key areas where Metro PCS was coming into the marketplace. We conducted true guerilla style tactics such as; street teams handing out T-Mobile flyers and premiums, bus and truckside advertising, new collateral, coverage comparison maps and POS materials. Not only did we have to develop materials to entice potential customers but we had to convince the T-Mobile dealers that T-Mobile is supporting them and is a strong competitor and would not be impacted buy this small pre-paid carrier. March 18, 2009 Prepared by: Jennifer Hammond

  3. Media • OOH • Subway Advertising • Bus Posters • Billboards • Spot Radio • DJ Endorsements • Radio Remotes • :10, :15 Mentions • Community Print • Free Weeklies *Note: these advertising mediums are under consideration for this market. These are only suggestions for this market and aren’t final or committed media options. Final Media plans will be based on the budget, media availability and cost efficiencies.

  4. Truckside Advertising • Mobile truck sides – Flight 3/16 – 5/16 • 50 in New York, 25 in Boston - (3 sided) Hudson News Trucks travel throughout the market 12 hours a day, six days a week delivering their products. • Over the next two months, Truckside Advertising in New York is expected to generate 2,488,300 daily impressions and in Boston it is expected to generate 870,850 daily impressions. L: Truck side creative R: Truck Rear R: Hudson News Truck Rendering

  5. Street Teams – Guerilla Style Street Team Giveaways – Carabiner Calculators, Photo Key chains & Cell Phone Lanyards • Phase 1 – Live 3/18/2009 • 4 week flight • 5 days per week, 8 hours per day • 1 Team in Boston & 2 Teams in New York • Team = 1 Field Manager + 4 Brand Ambassadors • Team will be engaging customers, handing out flyers and premiums • Examples of Guerilla Marketing locations include: • Phase 2 – Mid April – July • Enhanced Street Team Plans in Process • Metro PCS and Boost Mobile locations • Mall and shopping center parking lots • Main streets and thoroughfares including key landmarks • Off-campus college locations and college towns • Movie theater and bowling alley parking lots • Retail location parking lots • Outside of events and venues • Parks and sports fields • Supermarket parking lots

  6. Street Team Photos

  7. Street Team Flyer – 1,500 distribution per day front back

  8. 5’ x 3’ Outdoor Banner Comes with grommets and rope

  9. Danglers –(3 sets) 12”x12” Window Clings –12”x12”, 2 Sided T-Mobile Wind feathers front back

  10. Posters –22”x28”, 24”x36” front back

  11. Sales Kit Folder – 3 Bi-lingual Kits Per Store

  12. Sales KitComponents

  13. Sales Kit Components

  14. Sales Kit Components

  15. Sales Kit Components – Handset Comparison front/back

  16. Sales Kit Components – Boston, T-Mobile vs. Metro PCS Comparison Maps (also bi-lingual)

  17. Charlotte Douglas International Airport Advertising OpportunityThe Cell Phone Lot by T-Mobileby Jennifer Hammond I was solely responsible for branding the Charlotte Douglas International Cell Phone Lot for T-Mobile. I developed the idea, pitched the idea to the Airport and upper management to gain approvals and negotiate a contract. This was the first ever branding of a Cell Phone Lot by a Cell Phone Provider. Since T-Mobile was new to the Carolinas it was the perfect branding opportunity.

  18. Banners and Signage • (6, 2 sided) 36”w x 95”h • 2 Internally lit marquee signs at both ends Front Back 1 2 3 4 5 6 1 2 3 4 5 6

  19. Dioramas • (5, One in each terminal) 60”w x 40”h backlit advertising duratrans. • Rendering & Creative Concept Layout

  20. Exterior Retaining Wall • 277’w x 44”h (due to the size it is laid out for these purposes in three sections) One Section of Retaining Wall

  21. Interior & Exterior Retaining Wall Photos

  22. Cell Phone Lot “Event” Photos

  23. Cell Phone Lot “Event” • OBJECTIVE: Continue to create brand awareness of T-Mobile’s entry into market while building brand affinity through customer outreach efforts. • TACTICS: Leveraging the relationship with the Charlotte Douglass International Airport, via sponsorship of the cell phone lot, offer some “hospitality” to cell phone lot users during targeted high-traffic periods of travel. • WHAT: Cell Phone Lot Holiday Hospitality • WHEN: Sunday, December 21 – Tuesday, December 23 10:00 AM – 6:00 PM • ELEMENTS: • T-Mobile H2 Vehicle (logistic support & branding) • 10’ x 10’ unbranded white tent (as weather requires) • 6’ table (draped w/ branded table cloth) • Street Team (4-6 people): • Hand-out T-Mobile “My Faves” buttons to everyone who enters the lot between 10 a.m. – 6 p.m. • Encourage lot users to visit TMO display: • Get complimentary cocoa & cookies • Spin the prize wheel for a chance to win: • iPod Shuffle (one given away per hour) • T-Mobile device w/ pre-paid service (devices still tbd) • Various branded items: • Luggage spotter tags • Emory boards • Magenta pen • Learn more about TMO products and services • RESULTS: • We were able to collect approximately 380 leads of that, approximately 210 were opt-in leads

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