Sprint Dials Up Local Market Awareness
with Customer Appreciation Event PR
Business Challenge
A sub-region of Sprint operating in local markets across nine states is able to piggyback its marketing and advertising efforts on Sprint’s national campaigns. Sprint VP of Marketing Bill Cranny realized, however, that wasn’t enough to build brand awareness in those local markets. When his division wanted to amp up their semi-annual customer appreciation events in order to increase customer awareness, it enlisted the help of Tech Image to help build local media relationships.
Background
Sprint’s iPCS sub-region sells wireless mobility communications network products and services under the Sprint brand in more than 80 markets including Illinois, Indiana, Iowa, Michigan, Ohio, Pennsylvania and Tennessee. While Sprint receives substantial national media coverage, the iPCS sub-region, comprised of more than two dozen retail locations, was looking to target the local markets they serve more specifically with a tailored message.
Cranny believed that integrating PR into the marketing communications mix could elevate awareness of Sprint’s work in markets ranging from Cedar Rapids, Iowa to Erie, Pennsylvania. The goal was to drive traffic to local stores and increase client retention.
Solution
Tech Image began its PR efforts by media training the Sprint’s local market experts on how to manage media interviews in order to generate positive news coverage. It was this preparation that allowed Tech Image to launch a “Meet Your Local Sprint Expert” campaign that served as the initial entrée into various markets.
Like many retailers, Sprint held semi-annual in-store customer appreciation events and used direct mail to advertise the 4-day event. Tech Image expanded those events by creating partnerships with local non-profit organizations, piggybacking on national awareness campaigns such as Skin Cancer Awareness Month and National Hunger Action Month. Building a rapport with various local government and non-profit agencies resulted in raising awareness and donations for these causes locally while creating a “news hook” for the media that went beyond mobile phones.
The Summer Safety theme in 2009 brought local police, fire and Red Cross officials out to Sprint stores to educate customers about the importance of how to safely have fun in the sun. The skin cancer awareness event in 2010 allowed dermatologists to come out to the stores and educate all customers about ways to safeguard against sun damage.
Tech Image promoted these partnerships and events to local media through press releases, event calendars, advance radio interviews and on-site interviews throughout the weekend. The partnerships were crucial to gaining local support and differentiating the events from run-of-the-mill retail customer events.
Results
Tech Image supported four semi-annual customer appreciation events for Sprint and secured dozens of local media placements positioning Sprint as an active local community participant and the local go-to wireless expert. Local district and store managers served as the face of Sprint for media interviews, reinforcing the company’s local presence.
The Spring 2010 event resulted in a 33 percent total increase in new customers over the previous five weeks of business and store managers unanimously agreed the fun, educational atmosphere helped build relationships within the community.
“We decided to integrate PR into our program because we knew it would be very powerful in boosting awareness on the local level. Not only do we have regular local TV, radio and print coverage, but the media know us personally and seek out our local experts for commentary. Hiring Tech Image has been one of the most exciting marketing initiatives for Sprint in the past year.”
— Bill Cranny, Director of Marketing, Sprint
Monthly status and placement reports allow Cranny to demonstrate the ROI of his PR investment, which he says continues to pay dividends.