The goal of this project was to ensure future success of sprint. The task was to create a campaign in which to bring in new customers and appeal to new demographics.
During the research process of this project, studies had shown that sprint was behind in the mobile carrier game. With the current plans Sprint had at the time, there were only a few phone options, no package deals, or offers that benefit multiple groups and people were still stuck in grandfather plans.
The solution that we came up with was to create the “Basis of Survival“ plan. This plan would highlight a deal that cost $35 a month, had 3 GB of data to use, and pair it with HBO and Spotify. This would allow students to not only afford a plan on their own, create new financial responsibility, stay current with latest trends, but for Sprint to gain new customers on their side.
To take it a step further, a new ambassador program would allow selected student organizations to use the "Basis of Survival" plan and latest phone to showcase how it can work and spread the word as a guerrilla marketing plan. Under the supervision of the Sprint marketing and analytics team, they can utilize college students real data on how it’s working and to also spread the word.
While this program offers lower profit margin for Sprint, the volume of new potential customers would insure a small balance and a new path to brand loyalty once college is over for students and look to continue with a trusted phone carrier.
Instagram Campaign
Billboard adjacent from college or university campus
Mobile pop-up in front on campus grounds
Campaign flyer