Sprint Media Plan

SPRINT MEDIA PLAN

COMM 422: SPRING 2015

FRANK DARDIS, PH.D

Danielle Cooney, Jacqueline Taylor, Jessie Taylor &

Kaylee Naden

I. Executive Summary

Sprint is an established wireless phone company that is 3rd compared to its competitors

following behind Verizon and AT&T, but above T-Mobile. The audience that will be

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targeted are all adults from ages 25-49, with a total population of 97,917,000. Of this

audience, 58.1% are married, 60.9% have children and 83.5% live with 2-5 people in

their households.

For the creative strategy, the position we plan to take is family oriented. Our slogan will

be “We take care of you because that’s what families do.” Through our advertisements,

we will express our family loyalty literally and figuratively. One example of the literal take

is the “No Questions Asked” commercial and the figurative take is the “Sprint Man”

commercial. We will actually bring families together through our promotions. Sprint will

be sponsoring a summer country concert series and give tickets away to the red carpet

premiere for Star Wars: Episode VII.

We will be a running a pulsing schedule to stay relevant all year through and to keep up

with the competition. Our heavy months will be July, August, December, November and

June. Our base months are October, January, February and May. Our spot markets are

Atlanta, Dallas, LA, Miami, Sacramento, San Francisco, Tampa St. Peters and

Washington D.C.

In regards of the bases, the lowest base reach was 73.1 and the lowest base frequency

was 3.8. In regards of the top months, the lowest reach was 94.9 and the lowest

frequency was 10.1. The total GRPs are 6349 and the total gross impressions are

6,215,771,160.

The mediums that will be used are net tv, net cable, net radio, magazines, newspapers,

digital and outdoor. The medium that generates the most GRPs is radio with 51% and

the most expensive medium is net tv with 34%.

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The budget given for this media flight plan is $80 million and after determining all the

costs for the mediums and promotions, there is over 3 million leftover for contingency.

II. Situation Analysis

I. Current Marketing Factors

● Uncover as much of the “4 Ps” as possible

o Product

▪ Sprint is a wireless provider

▪ Several different types of plans in which consumer can purchase

● Family Share Pack

● Unlimited Family

● $60 Unlimited Plan

● Tablet plans

● Data only plans

● Home & Office

● Prepaid

● Services- provides services you can use throughout Sprint

such as child lock, navigation, streamlining

▪ Source:

● www.sprint.com

o Price

▪ Family Share Pack

● $90 for entire family

http://www.sprint.com/


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● up to 10 lines

▪ Unlimited Family

● $100 per month

● for lines 1 & 2

▪ $60 Unlimited Plan

● Single-line iPhone 6 or 6 plus price

o Unlimited talk, text & data

o $50/month

● Single-line price

o Unlimited talk, text & data

o $60/month

▪ Tablet Plans

● 100 MB- $10/month

● 1 GB- $15/month

● 3 GB- $35/month

● 6 GB- $50/month

● 12 GB- $80/month

● 30 GB- $110/month

▪ Data Only Plans

● 100 MB- $10/month

● 1 GB- $15/month

● 3 GB- $35/month

● 6 GB- $50/month

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● 12 GB- $80/month

● 30 GB- $110/month

▪ Home & Office

● Unlimited minutes

● $19.99/month

▪ Prepaid

● More flexible plans/phones for budget and lifestyle.

● No activation fees/hidden fees.

● Upfront billing with no annual service contracts.

● No monthly billing due dates.

▪ Source:

● www.sprint.com

o Place

▪ Headquarters: Overland Park, Kansas

▪ Provide wireless and wireline voice and data transmission services

to subscribers in:

● All 50 US states

● Puerto Rico

● US Virgin Islands

▪ 1,260 retail shops (after closing 10% of 1,400 shops in 2007-2008

slump)

▪ 16,000 distribution points (after closing 20% of 20,000 points in

2007-2008 slump)


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▪ Sprint users are prevalent in the South (33.3%). There are also

significant percentages of users in the Northeast (19.6%),

Southeast (18.5%), East Central (18.9%) and West Central (17.1%)

areas. Although these may not seem high in number- they are

when compared to fellow percentages within target audience.

▪ Sources:

● Hoovers

● Simmons OneView

o Promotion

▪ Sprint Drive First

● Employee signed pledges and partnerships to spread

awareness and encourage safe driving

▪ Everything’s Important (2014)

● Celebrity endorsements with James Earl Jones and Malcolm

McDowell

● Brief Brand History

o 1899- Sprint Founded by Cleyson Brown with “Brown Telephone Co.”

o 1987- Nextel Founded by Morgan O’Brien

o 1975- Sprint’s World’s first Public Data Network is launched

o 1976- decades of local expansion bring $1 billion in revenue milestone

o 1986- famous pin-drop commercials debut

o 1992- makes history as first carrier to offer commercial internet access

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o 1993- makes history as first major company to provide local, long distance

and wireless services

o 2000- Nextel Worldwide becomes largest all-digital wireless coverage in

US and 70 plus countries

o 2001- Nextel (and Nextel Partners) serves top 100 US metropolitan

statistical areas

o 2004- Sprint Nextel merger is announced

o 2005- Sprint Nextel launches operations

o Present- Sprint continued on to acquire Nextel’s 2 million customers and

fully transitioned into Sprint Nextel by 2007 along with complete ownership

of Northern PCS. After this milestone, Sprint only continued to take the

telecommunications market by storm when agreeing to take over Virgin

Mobile in 2009 and then last of affiliates, iPCS, later that year.

o Source:

▪ www.sprint.com

▪ http://en.wikipedia.org/wiki/Sprint_Corporation

● How is Brand different from competition?

Sprint comes in 3rd with the top competing Wireless Providers AT&T in first,

Verizon second, Sprint third and T-Mobile in fourth. Sprint differs from these

brands in multiple ways, one of their top advantages being their history in the

market dating further back than its competitors. This allows Sprint to get an idea

of what works in the industry and what doesn’t- thus having more experience

than competitors. However, Sprint is only a national brand whereas AT&T,


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Verizon and T-Mobile are international. Sprint also lacks in Net Income and

Revenue in comparison to its competitors. Companies vary in ideals, making

Sprint stand out from the rest with its commitment to the practice of good

business ethics, small businesses and customer satisfaction.

o Who is the competition?

1) AT&T Inc

2) Verizon Communications Inc

3) T-Mobile US Inc

o How do they differ?

▪ Sprint

● Ideals:

o Focuses

▪ Long distance

▪ Rural areas

▪ Deals to small businesses

● Incorporated since 1925

● Employees: 36,000

● Shareholders: 30,000

● Revenue: 8,875,000,000

● Net Income: 151,000,000

● National

▪ AT&T

● Ideals:

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o “connect people with the world”

o do what every other provider does, but better

o wants to be known as company with better service

and better coverage

o consumers loyal, but would like to expand



● Shareholders: 1,090,662

● Revenue: 132,447,000,000

● Net Income: 6,224,000,000

● Prides themselves in coverage

● International

▪ Verizon Communications Inc

● Ideals:

o “Problem-solvers, engineers, technologists and

innovators”

o Continually changing technologies

o Connecting people every day

o Grow businesses along with economy

o Improve communities through products

o Speed, power and innovation



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● Shareholders: 664,218

● Revenue: 127,079,000,000

● Net Income: 9,625,000,000

● International

▪ T-Mobile US Inc

● Ideals:

o Make “wireless communications help”

o Lessen chaos of everyday life

o Connection= good

o “redefine the way consumers and businesses buy

wireless services”

o Diversity and inclusion

▪ Allow them to “break down barriers and rewrite

the rules”

▪ Diversity allows the company to move forward



● Shareholders: 336

● Revenue: 28,237,000,000

● Net Income: 126,000,000

● International

o Source:

▪ http://www.mergentonline.com

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▪ att.com

▪ http://www.t-mobile.com

▪ http://www.verizonwireless.com

▪ http://www.sprint.com

● What is total size of market?

o Consumers spend $296,638,000,000 a year on the top 4 Wireless

Providers (Sprint, T-Mobile, AT&T and Verizon)

o Source:

▪ http://www.mergentonline.com

● What is brand’s current sales, market share, awareness, etc. Goals?

o Market share= of the $296,638,000,000 spent on the Top 4 Wireless

Providers, $8,875,000,000 is spent on Sprint. Thus, of people who own

cell phones, 2.99% use Sprint.

o Current sales= $151,000,000

o Source:

▪ http://sprint.com

● Where is brand in life cycle?

Sprint faced a major economic slump along with other corporations during The

Great Depression, but rose again after WWII. Following AT&T and Verizon as

number 3 in the nation, Sprint combined with Nextel Communications in 2005 to

become Sprint Nextel. This along with other merges brought fourth a wave of

conflicts, causing the corporation to decline again in 2007-2008. Sprint Nextel

proceeded to use layoffs and closing of shops/points of distribution in means to

http://att.com/

http://att.com/

http://www.t-mobile.com/

http://www.t-mobile.com/

http://www.verizonwireless.com/

http://www.verizonwireless.com/



http://www.mergentonline.com/

http://www.mergentonline.com/

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cut costs. Sprint Nextel is reported as of June 30, 2014 to have a net income of

$23 million, the best performance its seen in over 7 years .

o Source:

▪ Hoovers

● Geographic Breakdown

o Areas Service (distribution) is centralized

▪ converted to percentages:

● New England (2.83%)

● Northeast (19.6%)

● New York Metro (4.26%)

● Mid-Atlantic (12.5%)

● East Central (18.9%)

● West Central (17.1%)

● Metropolitan Chicago (6.65%)

● Remaining West Central (10.5%)

● South (33.3%)

● Southeast (18.5%)

● Southwest (11.1%)

● Pacific (11.1%)

● Greater Los Angeles (2.67%)

● Other Pacific (8.42%)

● Level of Consumer Involvement

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Consumers are typically ages 25-54, white, middle class citizen parent with a

part-time or full-time job. Between men and women it is rather split with men

consumers being 50.9% and female being 49.1%. Most popular items are

phones being the iPhone (iPhone 6) and Samsung Galaxy Note 4. Shopping

behavior of these demos include 21.2% shop to take advantage of bargains,

31.4% plan far ahead before big purchase and 23.9% look for special offers.

This can work to Sprint’s advantage because they are always offering deals

to their customers. The “Brand Loyals” are at an average rate of 31.3%. The

behavior of Sprint’s consumer shows that they are of high involvement when

it comes to remaining loyal to their brand meanwhile searching for bargains or

deals.

● Sources:

o Simmons

o Sprint.com

o http://www.fiercewireless.com/story/mobidia-verizon-sprint-

customers-use-lte-data-more-att-t-mobile-subs/2014-11-19

● What methods have been used to sell the product

o Sprint uses a media mix to promote and sell its products including national

TV commercials, print advertisements, social media outreach, online

digital banners and retail integrations (advertisements seen on online

shopping websites).

o Source:

▪ Sprint.com

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STRENGTHS

-More experience in industry than

competitors.

WEAKNESSES

-3rd out of competing top 4 Wireless

Providers

OPPORTUNITIES

-customers typically searching for

bargains and deals therefore should

have promise within “Cut Your Bill in

Half” offer

THREATS

-lower revenue and net income than

competitors

-Corporation is not improving at a

promising enough rate to veer away

from decline in brand life cycle

II. Advertising/Creative History

Sprint’s Positioning/Differentiation from Competition

The following information is found on hoovers.com. Before Sprint gained its name that

we all know now, its original name was the Brown Telephone Company and was

founded by Cleyson Brown in 1899. The company went head to head with the Bell

monopoly in Abilene, Kansas. The Brown Telephone Company was one of the first non-

Bell phone companies in the western US. In 1905, Brown formed Union Electric, which

provided phone equipment; while in 1910, Brown established its first long distance

circuit called Home Telephone and Telegraph. In 1911, he joined with additional Kansas

independents as United Telephone. However, in 1925, Cleyson sold his electric utili ty to

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expand in telephone services, which formed the establishment of the Telephone and

Electric. In 1942, the company changed its name from Brown Telephone Company to

United Utilities. The Company expanded in 1952 and became the second largest non-

Bell company in the US. As the 1960s came around, the company was sure to move

with the times. The company concentrated on nuclear power plants, satellites, and

cable television and purchased North Electric in 1965, which was the US’s oldest

independent phone equipment maker. In 1972, the company underwent its second

name change and was renamed from United Utilities to United Telecommunications.

After many decades of expansion, the 1 billion company served more than 3.5 million

local telephone lines coast-to-coast. In the 80’s, United Telecommunications and GTE

Sprint teamed up to combine their long-distance systems. The Company launched a

long distance service under the Sprint brand name that we know the company as of

today.

1899: Cleyson Brown founded the Brown Telephone Company and was one of the first

non-Bell phone companies in the western U.S.

The following information is found in the book “Success Leaves Clues: Practical Tools

for Effective Sales and Marketing” by John Stanton.

1986: The famous “pin drop” commercials raised brand awareness for Sprint.

● As AT&T and MCI were going back and forth on who could charge less, Sprint

decided to stand out from the crowd with these commercials.

● Through these commercials, Sprint demonstrated its fiber-optic system and how

much better their sound was compared to their competitors.

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1996-1999: Once AT&T said “we all have fiber optics” in response to Sprint’s “pin drop

commercials,” Sprint responded with the “dime a minute” advertising campaign.

● At this time, no one knew the cost of a call because it varied from the location,

time of day, etc.

● So Sprint was straightforward with their price because it

was only “a dime a minute.”The spokeswoman of this

campaign was Actress, Candice Bergen, and these

commercial became so famous that she was known as the

“Dime Lady” (“Advertising Mascots – People”).

● This was deal was more difficult for AT&T to match because it required changes

to the billing system software.

● When AT&T finally came to the scene to compare to Sprint’s “a dime a minute

campaign,” Sprint had decreased its billing even further.

▪ Fridays were free for small businesses

▪ 10 percent cash back for loyal customers that stayed with the

company for one year.

2000: This following information is found on adage.com. Sprint became the first major

telecommunications provider to present call waiting and tie it into the Sprint 1000 long

distance calling plan.

● The commercials were 30 second TV spots with actress, Sela Ward.

● This commercial was targeted to Sprint’s current consumers to tell them that,

“They will never have to miss another call while surfing the internet.”

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2001: Sprint broke its first online commercial that advertised their offerings to their

small-businesses.

2002: Sprint launched a multimedia campaign called “Symbols” to reinforce its position

in the business-to-business market.

● The campaign featured:

○ print ads, digital media, and high-impact direct mail designed to drive

traffic to the campaign-specific website at the time,

www.sprint.com/fineprint.

● The ad campaign emphasized Sprint’s ability to integrate voice and data,

wireless and wireline, local and long distance, and domestic and international

capabilities.

2003: A witty 30 second commercial aired that was a play on Tolstoy’s novel, War and

Peace. The commercial highlighted Sprint’s new feature about instantly sending

photographs through the air.

2004: Sprint launched a $100 million ad campaign that advertised the wireless phone

plan that adjusted to a “customer’s month-to-month actual minutes usage rather than an

arbitrarily set of amount of minutes.”

● This was an integrated campaign that included TV, print, radio, and Internet that

ran for two-three months.

● Also promoted its picture phones and customer service.

2005: Sprint combined with Nextel Communications. Therefore, Sprint Nextel launched

an integrated advertising campaign to introduce its new brand.

http://www.sprint.com/fineprint

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● The tagline to the campaign was “Yes you can” and was aimed to the business

and consumer users of communication services.

● The campaign included a media mix of TV, print, outdoor, and online advertising.

2008: The company hit a home run with its direct mail campaign to coincide with the

start of the Major League Baseball season.

● Dick Dickey, the director of direct, e-mail, and SMS marketing for Sprint “wanted

to drive qualified leads to our sales reps for Nextel Direct Connect and location-

based service in the Sprint portfolio.”

● The target audience were “telecommunications decision-makers and influencers

at companies with more than 1,000 employees.”

● The outcome was large box that contained an authentic baseball bat with

promotional pieces reading, “Swing for the fences.”

2009: Launched a network-focused campaign to position itself as a “hive of human

interaction” called the “What’s Happening Now?” campaign. The campaign spanned TV,

out of home, print, and online.

● The campaign aimed to display all the things that people can do on its network.It

took a different approach compared to Sprint’s competitors’ approach of

emphasizing coverage and reliability. (Verizon’s “Can you hear me now?” and

AT&T’s “More bars in more places).

● It was the first carrier to give its network a name: “Now Network”

● Sprint’s Now Network pushed consumers to “get connected and plugged into a

fast-changing world.”

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2011: Sprint retired its “Now Network” for a Beatles-inspired theme, “All. Together.

Now.”

● The campaign “highlighted Sprint’s unlimited, flat-fee plans for text messaging,

mobile web and calls, while other carriers continue to moved toward tiered

pricing models, where heavy users pay more.”

● Sprint used the mobile-gaming phenomenon, like “Angry Birds,” and other social-

media smartphone apps to tell its story.

2012: The following information is from sprint.com. This was the year Sprint launched a

marketing campaign to encourage consumers to “Say No to Sharing” and “Say Yes to

Sprint.”

● This campaign highlighted the advantages of a truly unlimited data plan for each

individual user compared to a family or a group of users sharing one data plan

that is offered by its competitors.

2014: During this time, the campaign “Everything’s Important” came about.

● This campaign greatly differed from their competitors’ advertising campaigns

because the competitors usually talk about one another by using “industry jargon

and coverage maps.”

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● However, Sprint used this campaign to highlight all the great things that their

company had to offer and gave “their customers a voice by celebrating all they

do on their phones.”

● These commercials featured famous actors such as James Earl Jones and

Malcolm McDowell which gave the commercial a sense of integrity mingled with

humor (lbbonline.com).

● Also in this year, Sprint launched the “Framily” (Friends + Family) campaign.

● The plan was supposed to “give people a reasonable amount of data, with

monthly payments decreasing as more people joined the plan.”

● However, the plan was complicated and caused people to miscalculate how

much it would cost as the time passed.

● Even the CEO, Marcelo Claure,

acknowledged that the commercial was

awful and did a poor job communicating

what Sprint was trying to offer.

● There wasn’t a compelling value

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proposition at Sprint,” said Claure. “We were marketing a hamster talking to

people.”

● The Framily plan was eventually replaced with the Family Share Pack

(digitaltrends.com).

Advertising/Creative History: Advertising and Promotion

● Just recently, on March 1st 2015, Sprint released a commercial that was perfect

for their target audience.

● The commercial is centered on a man who “tries to take a stroll through nature,

ride the bus to work and get in a nightclub all while lugging a zombie around.”

● The message: “If you want to take AMC's The Walking Dead wherever you go,

there's an easier way than what the guy's putting himself through. Sign up with

Sprint for the best value in wireless and watch the hit show anytime, anywhere.”

● The part that made this advertisement so brilliant was that it was aired during

The Walking Dead commercial break (sprint.com).

● The following information is from sprint.com. The company also has many “Sprint

Social Contests” and “Social Promotions” currently going on:

▪ #CutYourBill Samsung Giveaway ("Sweepstakes")

▪ #CutYourBill Celebrity Dress Giveaway ("Sweepstakes")

▪ #HelloNexus6 Unboxed Community Contest

▪ #MeettheBands Unboxed Community Contest

▪ HTC One E8 Sprint Posada Sweepstakes

▪ Sharp Aquos Crystal Community Contest

http://bgr.com/2014/09/11/sprint-ceo-claure-framily-ads/

http://www.sprint.com/legal/social_contests_promotions.html#samsung_gs5

http://www.sprint.com/legal/social_contests_promotions.html#celebdress

http://www.sprint.com/legal/social_contests_promotions.html#nexus6

http://www.sprint.com/legal/social_contests_promotions.html#meetthebands

http://www.sprint.com/legal/social_contests_promotions.html#posada

http://www.sprint.com/legal/social_contests_promotions.html#unboxed

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Since 2005, Sprint has partnered with schools, nonprofit organizations, and product

developers on numerous programs to promote responsible driving and discourage

texting while driving on behalf of its customers and employees.

● The partnerships include:

● Sprint’s Don’t Drive Distracted Pledge: “Sprint asks that its employees and

customers make a commitment to driving responsibly by signing the Sprint Don’t

Drive Distracted pledge.”

● Thumb Wars: “Sprint supports DoSomething.org’s Thumb Wars campaign,

which provides thumb socks as a visual reminder to help stop teens from texting

while driving. In addition to providing thumb socks, the campaign educates teens

on the dangers of texting while driving, asks them to pledge to stop texting while

driving, and encourages them to be ambassadors of this initiative by sharing it

with their family and friends.”

● DriveCam: “Sprint also works with companies that develop wireless embedded

communication solutions to reduce distracted driving. DriveCam offers a driving

safety program based on a video event recorder wirelessly enabled by Sprint.

When g-forces indicate distracted driving, it sends a video to DriveCam, which

then provides a professional safety analysis that fleet managers or parents of

teens can use in coaching their driver. American Family Insurance makes it

available as its Teen Safe Driver ProgramSM at no charge for its customers.”

● FleetSafer: “Sprint is working with Aegis Mobility to help commercial fleet

operators promote safe, legal and responsible use of smartphones. FleetSafer is

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Ffocusondriving.sprint.com%2F&esheet=50515878&lan=en-US&anchor=Don%27t+Drive+Distracted&index=8&md5=ed0e22bd281475cfacfaeedf002809e6

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Ffocusondriving.sprint.com%2F&esheet=50515878&lan=en-US&anchor=Don%27t+Drive+Distracted&index=8&md5=ed0e22bd281475cfacfaeedf002809e6

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fthumbwars.org&esheet=50515878&lan=en-US&anchor=DoSomething.org%27s+Thumb+Wars+campaign&index=9&md5=534e8060fcd4cc73c675578f8cc2bdf8

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fext-video.drivecam.com%2FDriveCamSuccessStories%2FDriven-to-Distraction-022011.wmv&esheet=50515878&lan=en-US&anchor=distracted+driving&index=10&md5=4cfcb3c7f07873696d201d5c41bd7c18

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.drivecam.com%2F&esheet=50515878&lan=en-US&anchor=DriveCam&index=11&md5=348edfaf4703e889a0efad33005d8120

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.teensafedriver.com%2F&esheet=50515878&lan=en-US&anchor=Teen+Safe+Driver+ProgramSM&index=12&md5=26459cbe9a4afa43be55b8450af6d6d5

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.teensafedriver.com%2F&esheet=50515878&lan=en-US&anchor=Teen+Safe+Driver+ProgramSM&index=12&md5=26459cbe9a4afa43be55b8450af6d6d5

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fmarketplace.sprint.com%2Fappdetails.jsp%3Fapp%3D7DF9B22F-AE6F-4C5F-A53D-41D676DE4213&esheet=50515878&lan=en-US&anchor=FleetSafer&index=13&md5=0e42e0b9d67d5c9d8a4ea68f101522de

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the first solution to help ensure compliance with Federal Motor Carrier Safety

Administration rules requiring mobile phone calls made by interstate truck and

bus drivers to be both “one-touch” and hands-free. The application ensures that

smartphones and tablets conform to the organization’s safety policies and best

practices regarding texting, emailing or communicating while driving.”

● Uconnect Access: “Sprint and Chrysler Group developed a new wireless

in-vehicle connectivity experience that promotes driver focus and provides driver

assistance. Chrysler Group’s Uconnect Access in-vehicle communication system

helps drivers maintain their focus on the road by using Bluetooth®- equipped

mobile phones for hands-free calling and texting and features one-touch 9-1-1

calling, roadside or vehicle assistance.”

● NASCAR: “Through its sponsorship of NASCAR Sprint Cup Series™, Sprint is

spreading the word on the importance of attentive driving through a public

service announcement featuring Miss Sprint Cup Kim Coon and NASCAR Sprint

Cup Series driver Kasey Kahne.”

● “AAA: Sprint and AAA joined forces to spread the word about avoiding

distracted driving. AAA members who sign a pledge to drive distraction-free

receive a “dnt txt n drV” tire-tread wristband and an “I’ve pledged, have you?” T-

shirt.”

● One recent advertising campaign that supported Sprint’s well known belief for

responsible driving was “Sprint Drive First.”

http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.driveuconnect.com%2Ffeatures%2Fuconnect_access%2F&esheet=50515878&lan=en-US&anchor=Uconnect+Access&index=14&md5=a4766867f867c8982a1009f0cefcb842

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● The Senior Vice President-Corporate Communications and Corporate Social

Responsibility, Bill White said. “During this holiday season, Sprint is especially

pleased to release a new ad campaign that will help drivers focus on driving,

further educate consumers about responsible driving behavior, and hopefully

save lives.”

● The ad campaign promoted the “Sprint Drive First” application. Its features

include:

▪ Locks an Android Mobile phone when the phone’s GPS senses

motion that rises above 10 miles per hour

▪ Directs incoming calls to voicemails and silences alerts that distract

the driver

▪ A customizable auto-response can be sent to all text messages,

which are held only when the driver halts to a stop.

● The first TV commercial to highlight this app featured the famous NASCAR

driver, Dale Earnhardt Jr. (“Sprint Drive First App TV Spot Featuring Dale

Earnhardt, Jr.”).

Advertising/Creative History: Sprint Nextel Wireless Media Mix

This is the amount of money Sprint spent on advertisements within the last year.

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Advertising/Creative History: Benefits That Sprint Promises

● Above all things, Sprint is committed to the privacy of its customers.

● Sprint has a “Sprint Corporation Privacy Policy” that explains how Sprint “will

collect, access, use or disclose your personal information.”

● The policy covers:

▪ Information Collected

▪ Use of Personal Info

▪ Information We Share

▪ Network and Information Security

▪ Information Choices and Changes

▪ Children

▪ Contacting Us

▪ Updating this Policy

▪ Your California Privacy Rights

▪ International Privacy Policy

● The current offer that Sprint has right now is the “Cut Your Bill in Half” Event.

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● If you’re an AT&T or Verizon customer, Sprint will take your bill and cut it in half.

● On top of that, you’ll get “talk and text anywhere in the US,” and Sprint will match

your data.

Advertising/Creative History: Current Perception and Attitudes

● One of Sprint’s main goals is to keep customers and employees satisfied. This is

how the “Sprint Ninjas” came about.

● “Sprint Ninjas” is a social media program that empowers the employees working

at Sprint.

● Ninjas are very knowledge of Sprint’s products because it is a “community where

Ninjas can talk among each other and share knowledge and tips.”

● On top of that, the best Ninjas, a.k.a. Product Ambassadors, educate employees

and customers on online forums all around the internet how to use Sprint’s latest

devices. The incentive? The Product Ambassadors get to keep the phone that

they are educating others on.

▪ Therefore, the employees and customers are both educated and

happy (arikhanson.com).

● Sprint is number one among all national carriers in customer satisfaction most

improved.

26

● According to the American Customer Satisfaction Index, across all 47 industries

measured, “Sprint is the only U.S. company to go from last place to first place in

its industry during that four-year period of 2008-2012” (sprint.com).

STRENGTHS

-Sprint has campaigns that differ from the

competition. For instance, the direct mail

campaign that coincided with baseball season

and the Now Network.

-Sprint is an advocate for responsible driving.

-One of Sprint’s top priorities is customer

satisfaction.

WEAKNESSES

-Some of Sprint’s commercials do not properly

communicate what Sprint has to offer.

OPPORTUNITIES

-Sprint should promote responsible driving more

because it separates them from the competition,

and this will put them in a positive light to many

viewers.

-Sprint’s campaigns do well when they position

themselves completely different from the

competition. That being said, they should focus

on more campaigns that do just that.

THREATS

-Sprint is constantly launching campaigns and

plans to ultimately try to play catch-up with the

top competitors. While AT&T and Verizon have

established brands, Sprint’s brand is constantly

revamping. Therefore, people may be confused

on what Sprint has to offer and what they

consistently stand for as a brand.

III. Competitive Considerations: Verizon Wireless, AT&T and T-Mobile

Sprint is the third highest cell phone carrier in the nation. It’s leading competitors

include Verizon (#1) and AT&T (#2). Sprint has over twenty million users, which is less

than half of its closest, upper competitor, AT&T. Right behind Sprint with over eighteen

million users is T-Mobile. T-Mobile is the closest to Sprint competitively, but it is still

27

lower in most categories. People use the different providers for different reasons, and

the following pages will explain each competitor.

___________________________________________

Verizon

Sales/Market Share/Awareness:

As of December 31, 2014, Verizon employed 177,300 full-time employees (“Verizon

Communications Inc. 2015). Verizon’s corporate office is located New York, New York,

but can be found in 150 countries and 2,700 cities (“Verizon at a Glance”). Verizon’s

Share of Voice for this sector accounts for 38.4% of all cellular users (Simmons

OneView). Mergent Online declares that as of December 31 of the preceding year,

Verizon’s revenue was equivalent to 127 billion dollars, over 9 billion of that being net

income. The net income decreased from 2013 to 2014, but the revenues grew. The

following chart comes from Hoover’s and provides a snapshot of basic financials for

Verizon over the past year.

BASIC FINANCIAL INFORMATION

28

Fiscal Year-End December

Financial Filings SEC

2014 Sales $127.08B

1-Year Sales Growth 5.42%

2014 Net Income $9.63B

1-Year Net Income Growth (16.28%)

©2015 Mergent, Inc. Financial Data provided by

From January 2014 to December 2014, Verizon Wireless spent $868,645,400 in

advertising of their services. The majority of their advertising dollars went towards

Network TV ($464,649,900). Other major spending contributions came from Cable TV

($183,731,900) and Internet Displays ($108,323,800). It was also a prevalent brand in

newspaper, outdoor, national newspapers, and magazines (Ad$pender).

Position/Mission:

According to verizon.com, the position of Verizon is described as “problem-solvers,

engineers, technologists and innovators.” Verizon focuses on continually changing

technologies and connecting people every day through their services. Their goal is to

grow businesses along with the economy and improve communities through their

products. They wish to be known for their speed, power and innovation.

Differentiation:

http://subscriber.hoovers.com.ezaccess.libraries.psu.edu/H/company360/secFilings.html?companyId=10197000000000

29

According to the Simmons OneView database, Verizon has over 60 million users. This

number places in the top spot for cellular/wireless services and allows them to claim the

16th spot in the Fortune 500 (“Fortune 500, 2014”). Verizon was incorporated in 1983

and has been making imprints in the telecommunications field ever since. Verizon offers

two different plans: business or personal. Of those who use cell phones for business

purposes, 35% use Verizon as their plan of choice.

___________________________________________

AT&T


As of January 31, 2015, AT&T had 253,000 full-time employees (“AT&T Inc.” 2015).

The amount of people employed by AT&T is larger than Verizon. The corporate offices

of AT&T are located in Dallas, Texas, but their services reach far wider than here. Their

website, att.com, states that they serve customers on six continents; their voice

coverage includes 225 countries. AT&T’s Share of Voice is ever so slightly larger than

Verizon’s coming in at 38.5%. Looking at Mergent Online, AT&T’s revenues as of

December 31, 2014 equaled over 132 billion dollars. Of this large sum of revenues, 6

billion of it can be considered under the net income. There was a vast drop in net

income from 2013 to 2014, approximately 12 billion dollars. The chart below provides

important financial information obtained from Hoover’s.



30


2014 Sales $132.45B


2014 Net Income $6.22B

1-Year Net Income Growth (65.89%)

Prescreen Score Low Risk


From Janaury 2014 to December 2014, AT&T Wireless spent a total of $850,445,100 in

all advertising media. Their number one category of ad spending was Network TV,

equaling $364,834,600. The next two leading categories were Cable TV

($264,869,700) and Internet Display ($86,233,400). Magazines and national

newspapers were the next two largest categories adding to the overall dollars

(Ad$pender).

Position/Mission:

“Our mission is to connect people with their world, everywhere they live and work, and

do it better than anyone else. We're creating new solutions for consumers and

businesses to help them mobilize their communications and entertainment” that is how

AT&T defines themselves on their website. They focus on doing the same thing all

other providers give, but doing it better. AT&T wishes to be known as the company who

provides better service and better coverage, and they are working towards that. Their


31

users are loyal, but they wish to expand. One thing that they really like to put focus on

is “mobilizing people’s worlds” through their advanced services, according to att.com.

Differentiation:

AT&T has over forty-eight million users, according to Simmons OneView research. Yet

again, AT&T outperforms Verizon and claims the 11th spot on the Fortune 500 list for

2014 (“Fortune 500, 2014”). AT&T began as a corporation in 1983 and has been in

constant battle for the number one spot in cellular providers ever since. Uses for

AT&T’s services vary; of people who use cell phones for business purpose, 23.1%

choose to use AT&T, and people who choose the personal use of AT&T phones equals

30.8%. The use of AT&T’s family plan, based on Simmons OneView data, is the most

likely to be used, with those looking to purchase the family plan being 18% more likely

to choose AT&T.

__________________________________________

T-Mobile


T-Mobile’s headquarters are in Bellevue, Washington. Statistics from T-Mobile are not

as recent, but they do provide a good idea of the competition they provide. As of

December 31, 2013, Mergent Online claims that T-Mobile employed 40,000 full-time

employees, but their website currently states that there are approximately 45,000

employees. More statistics taken from their website state that their services reach 239

million Americans throughout the country. Simmons OneView tells us that of all cellular

users, 9.06% of them use T-Mobile. The Share of Voice accounted for by T-Mobile

32

equals 22.9%. The following chart shows the basic financial information from T-Mobile

in 2013 and is received from Hoover’s database. Being that the information is not as

recent as Verizon and AT&T, we cannot get a full idea of how T-Mobile has grown or

decreased from 2013-2014, but is it useful to know that vastly increased from 2012 to

2013.




2013 Sales $24.42B


2013 Net Income $35.00M

Prescreen Score Low Risk


The time period between January 2014 and December 2014 cost T-Mobile Wireless a

total of $506,503,700 in ad spending dollars. The biggest medium in which they

advertised is Network TV, spending $235,118,600. Network TV was followed by Cable

TV ($150,458,500) and Internet Display ($61,922,900) with the most advertising dollars

spent (Ad$pender).

Position/Mission:

T-Mobile’s website claims that their goal is to make “wireless communications help”

lessen the chaos of everyday life. They hold a strong belief that “connection is good”

(“About T-Mobile”). Another claim made on the website is that T-Mobile wishes to


http://www.mergent.com.ezaccess.libraries.psu.edu/

33

create innovations for services and products. They wish to “redefine the way

consumers and businesses buy wireless services.” T-mobile.com also states that

diversity and inclusion are two big must-haves in their company because it allows them

to “break down barriers and rewrite the rules.” T-Mobile prides themselves in all forms

of diversity because they believe it is a great way to get their company moving forward

and becoming better known and used.

Differentiation:

Simmons OneView research tells us that T-Mobile has eighteen million users. T-Mobile

became an official corporation in 2004. Many more statistics have been achieved

through the use of Simmons OneView, including, but not limited to: 9.23% of of people

who use phones for business purposes use T-Mobile, and 9.87% of people who use

them for personal purposes use T-Mobile. These statistics show that while T-Mobile

does not have large use amongst people, it still accounts for a decent amount of the

entire cellular owners audience.

___________________________________________

Taking all of this information into consideration, we are able to look at Sprint and see

where they are strong or weak in comparison with the competition. The following will

show you the strengths, weaknesses, opportunities and threats that Sprint has as

opposed to its competitors.

34

STRENGTHS

-No-contract plans with no hidden fees

-Unlimited data plan available (unlike leaders,

Verizon and AT&T)

WEAKNESSES

-Low coverage

-Low variety of media usage

OPPORTUNITIES

-Variation of offered plans

-Plan pricing

THREATS

-Device offerings/innovation

-Focusing only on business/corporate plans

IV. Target audience

The following information was found using Simmons OneView

Demographics:

37

Psychographics:

Psychographics of the total Sprint users (20,164,000):

Leisure activities/hobbies:

● 69.9% listen to music

● 59.3% dine out (not fast food)

● 49.5% read books

● 46.1% play card games

● 40.6% go to the beach/lake

● 35% play board games

● 32.7% go to bars/night clubs

● 31.8% cook for fun

● 29.6% bake for fun

● 26.5% like gardening

Sports interests:

● NFL football

o 33.9% are very interested in NFL Football

Television Viewing:

● 31.9% watch television from 8:00-8:59 PM

● 34.1% watch television from 9:00-9:59 PM

Shopping behavior:

● Impulsive buying

o 25.5% are average when it comes to impulsive buying

o 20.8% are far above average

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● Brand loyal

o 31.3% are average when it comes to brand loyalty

● Approval seeking

o 27.9% are above average when it comes to approval seeking

● Informed consumers

o 22.1% are average


Views:

● Family-centered

o 27.9% are average when it comes to being family-centered

● Work-centered

o 26.7% are average

o 19.5% are above average


● Social isolation/life dissatisfaction

o 27.8% are below average

● Religious conservative

o 24.8% are average

Self-concept:

● Brave/courageous

o 30.2% are average

o 22% are above average


39

● Affectionate/passionate



Internet activity:

● Internet satisfaction

o 30% below average

● Research/information gathering:

o 21.2% below average

o 35.1% average

● News-seeking

o 19.6% average

o 19.1% above average

o 21.6% far above average

● Commerce

o 25% below average

o 27.1% average

Technology:

● Early adopter


● Smart shop

o 24.5% are average


o 22% are far above average

40

● Tech shy

o 24.5% are below average

Mobile World:

● 26.2% are social connectors

● 22.6% are mobile professionals

Tech Adoptions

● 33.8% are wizards (can’t imagine life without the internet and electronics; want

technology to continue to progress)

● 28.5% are apprentices (willing to incorporate technology into their lives; price-

sensitive when it comes to technology)

Food lifestyle

● 26.4% are reformed traditionals (realize they should make healthier choices in

food rather than what is convenient)

Health and Well Being

● 27.8% are weight reformers ((always struggling with health food choices-healthy

vs. unhealthy eating)

Sprint males:

● Food lifestyle

o 29.5% are reformed traditionals (realize they should make healthier

choices in food rather than what is convenient)

o 24.4% shop for food that is convenient and easy

o 19.3% shop for variety on a budget

o 16.6% are weekend cooks

41

o 10.3% are true foodies

● Health and Well Being

o 27.4% are belong to “the invincibles” category (not concerned about their

health, eat whatever they want, and almost never get sick, but they used

OTC meds to solve their problems when needed)

o 25.4% are image shapers (looking good means being healthy;

convenience and healthy choices align for this group.)

o 20.4% are weight reformers (always struggling with health food choices-

healthy vs. unhealthy eating)

o *15.0% are healthy holistics (committed to exercising and making the right

healthy choices)

o 11.8% are trusting patients (rely on doctors and meds, but follow a healthy

lifestyle)

● Retail shopping

o 28.3% are virtual shoppers (the internet helps them find bargains)

o 25.4% belong to the “upscale clicks and bricks” category (knowledgeable

consumers who are always researching and comparing prices before

making a final purchase)

o 17.0% just purchase the essentials

o 13.8% are status strivers

o 8.5% are mall manics (shopping brings enjoyment to them)

o 7.0% are original traditionalists (loyal to brand, stores, services, and their

country; also the most environmentally responsible shoppers)

42

● Mobile World

o 27.8% are mobile professionals (cell phones help them stay in touch with

their professional and personal lives; more likely to own a smartphone)

o 21.4% are mobirati (grew up with cellphones and cannot imagine life

without them; a main part of their everyday lives)

o 21.1% are social connectors (cell phones are the key to keeping up with

friends and social events)

o 15.7% are basic planners (only use their cell phones for the basics)

o 14.0% are pragmatic adopters (cell phones became a big deal during their

adulthood, more functional than entertaining to them)

● Technology Adoption

o 36.3% are wizards (can’t imagine life without the internet and electronics;

want technology to continue to progress)

o 24.1% are apprentices (willing to incorporate technology into their lives;

price-sensitive when it comes to technology)

o 21.0% are journeyman (internet is their source of information, commerce,

entertainment, and connection with others; the latest technology is not

their main priority

o 18.5% are novices (resistant to adopting a technology-focused life;

extremely limited engagement with new technology

● Economic outlook

o 33.6% are confident spenders (unaffected by today’s economy; financially

secure and willing to take on investment risks)

43

o 22.6% are facing financial challenges

o 20.9% are fiscally fit (optimistic; feel financially secure and well positioned

during the current downturn)

o 12.5% are economically indifferent (don’t have a sense that the economy

is slowing down or getting better)

o *10.4% are financial nesters (do not expect the economy or their financial

situation to improve in the near future, but they still make purchases)

● Automotives

o 40.6% are concerned about speed and performance over auto safety

features, tend to favor SUVs

o 25.8% like to change their cars frequently, choose a car for image and

status rather than practical qualities

o 15.9% like new cars, appreciate American-made automobiles and other

options in a car, enjoy driving and have pride when it comes to their

vehicle (reflects their image)

● TV Product Placement

o 37.9% are indifferent (neutral attitudes towards TV product placements,

disengaged when remembering products placed in TV shows)

o 25.9% are noticers (devoted to television and noticed products that are

placed in shows, less likely to remember the product and don’t feel the

placement affect their shopping behavior

o 21.7% are rejecters (TV product placement has a negative effect, negative

attitudes form towards the products being placed)

44

o 14.4% are emulators (engaged with the product placement, try and

purchase the brands or services they saw on the show)

Sprint females:

● Food lifestyle



o 23.2% are reformed traditionals

o *16.6% shop for food that is convenient and easy



o 35.5% are weight reformers

o 22.6% are image shapers

o 15.9% are trusting patients

o 15.7% are part of “the invincibles” category

o 10.3% are healthy holistics

● Retail Shopping

o 37.9% are status strivers

o 21.0% are virtual shoppers

o 19.2% belong to the “upscale clicks and bricks”

o 11.1% are mall manics

o *6.2% are original traditionalists

o *4.5% just purchase the essentials

● Mobile World

45

o 31.4% are social connectors

o 18.4% are mobirati

o 18.2% are basic planners

o 17.2% are mobile professionals

o 14.7% are pragmatic adopters

● Technology Adoptions

o 33.1% are apprentices

o 31.2% are wizards

o 21.0% are journeymen

o 14.7% are novices

● Economic Outlook

o 25.8% are facing economic challenges

o 21.4% are confident spenders

o 20.8% are fiscally fit

o 18.6% are economically indifferent

o 13.4% are financial nesters

● Automotives

o 26.3% are practical drivers





o 17.2% believe the true value of a car is in its longevity and reliability

46





o 38.1% are noticers

o 29.9% are indifferent

o 23.5% are rejecters

o 8.5% are emulators

Race: White (Sprint users)

● Food lifestyle

o 25.1% are reformed traditionals

o 24.2% shop for food that is convenient and easy





o 30.0% are weight reformers

o 25.1% are image shapers

o 20.4% are part of “the invincibles” category

o 13.4% are trusting patients

o 11.1% are healthy holistics

● Retail Shopping

o 25.4% are virtual shoppers

47

o 24.5% belong to the “upscale clicks and bricks”

o 24.3% are status drivers

o 13.0% just purchase the essentials

o 7.9% are original traditionalists

o 5.0% are mall manics

● Mobile World

o 26.6% are social connectors

o 20.7% are mobile professionals

o 19.1% are basic planners

o 17.0% are pragmatic adopters

o 16.6% are mobirati

● Technology Adoption

o 33.0% are wizards

o 30.0% are apprentices

o 20.5% are journeymen

o 16.5% are novices

● Economic Outlook

o 30.0% are facing challenges

o 25.0% are confident spenders

o 17.9% are fiscally fit

o 13.7% are financial nesters

o 13.3% are economically indifferent

● Automotives

48





o 17.9% are practical drivers




o 12.4% believe the true value of a car is in its longevity and reliability


o 32.2% are noticers

o 32.0% are indifferent

o 24.2% are rejectors

o 11.6% are emulators

Geographical breakdown of the total Sprint users:

● Region- South: 33.3%

● Region- Northeast: 19.6%

● Region- East Central: 18.9%

● Region- South East: 18.5%

● Region- West Central: 17.1%

● Region: South West: 14.8%

● Region- Mid-Atlantic: 12.5%

● Region- Pacific: 11.1%

49

● Region- Other Pacific: 8.42%

● Region: Metropolitan Chicago: 6.65%

● Region- New York Metro: 4.26%

Media use of the total amount of Sprint users:

● Internet Activity

o Far below average: 9.78%

o Below average: 19%

o Average: 26.6%

o Above average: 17.3%

o Far above average: 21%

● Newspaper involvement


o Below average: 31.9%

o Average: 18.6%


o Far above average: 13.1%

● Magazine involvement



o Average: 21.4%



● Radio involvement

50



o Average: 30.1%



● Television involvement



o Average: 28.7%



● Quintiles

o Radio all day

▪ 21%

▪ 20.1%

o Radio drive time

▪ Quintile 1: 21.7%


o Television all day



o Television Prime Time


51


o Outdoors

▪ Quintile 1: 22%


The purchaser is the same as the user, but they aren’t the only users. The purchasers

range from the ages 25-44. The ages 25-34 make up 24.5% of the Sprint users and the

people between the ages of 25-44 make up 20.2%. The purchasers are also the users

of the product, but the users are also younger too. The users are also younger and are

on their family plans purchased through their parents/guardians.

Strengths

-Sprint users are split almost evenly between the

genders so both genders could be targeted

-Sprint users watch television during Prime Time

which can be a good time to place advertisements

and target people.

Weaknesses

-Because advertisements are so prevalent in

media, the fact that media involvement is average

at best, puts Sprint at a disadvantage

-69% are not brand loyal so that means that they

may not be loyal to Sprint

52

Opportunities

-69.9% of Sprint users like listening to music so

advertisements could be placed where music is

typically found (Spotify, Pandora, YouTube, etc.)

-The users are interested in NFL Football (33.9%)

so Sprint can work on running more

advertisements during NFL games and even

incorporate NFL players in their advertisements

Threats

-31.3% of users are average when it comes to

brand loyalty, which is not bad nor great for

Sprint. The customers could very well leave once

their contracts are up

V. Timing Purchase Cycle

Sprint plans are typically bought at the store, it is bought consistently throughout the

year and since only 21.7% of Sprint users are very informed consumers, the majority of

customers aren’t very invested when it comes to making a purchase. How invested and

involved the customer is varies with every purchase (Simmons).

There are numerous plans Sprint provides that apply to specific characteristics of the

individual. There is Family Share Pack, Unlimited Family, $60 Unlimited Plan, Tablet

plans, Data only plans, Home & Office and Prepaid. Families are more likely to sign up

for the family plans, individuals for the individual plans and more business type

organizations for home & office. Plans require 24 month "installment agreement" and

the behavior of those who purchase these plans go as follows:

● 88.4% of Sprint users, have annual or multi-year plans

● 5.15% have no contract plan

● 5.49% are more likely to switch cell phone service providers if better offer

53

● 13.3% actually did switch plan in sight of a better offer

● 37.8% said they actually stick with the plan

● 28.3% would switch if the quality was bad

The following info was gathered from AdSpender.com. Advertising/promotion spending

was the heaviest for Sprint during the whole month of June during 2014 with

$342,324.00

For AT&T, their heaviest spending for advertising was during March with

$123,377,400.00.

For Verizon, their heaviest spending for advertising was during September with

$89,680,000.00

54

For T-Mobile, their heaviest spending for advertising was during September with

$69,702,000.00.

The following information was gathered from Hoovers.com. The time of

day/week/month/year, etc. does not affect the sales of the product. The sales are pretty

consistent throughout the quarters.

55

STRENGTHS

-The sales are consistent year-round

-Sprint outspent the leading competitors in

advertising in certain months

WEAKNESSES

-They are not spending as much in total advertising

than the leading competitors

-They do not advertising on television as much as

the leading competitors

-Sprint is not utilizing as many medias as the

competitors, like syndication and radio for example

OPPORTUNITIES

-An opportunity would be to increase ad

spending in certain categories where other

competitors are not as prominent

-Sprint and the competitors are not present on

the radio, so this be a great opportunity for Sprint

to standout and enhance their sales

THREATS

-If they continue to not advertise as much as the

leading competitors, they may continue to not be

as notices as the others

-While Sprint spends a large sum of their

advertising spending in national newspapers, their

customers’ newspaper involvement is below

average so if they continue to do this, they may be

wasting their money and should be placing it

elsewhere.

III. Creative Strategy

Communication Objective

After much research, we have chosen the target audience of males and females ages

25-49. Within this target audience, the majority are educated, middle-upper class,

employed, married and with children. These common characteristics of our target

audience allow us to position our media plan in a direction that is family-oriented.

56

Through our advertising, we aim to accomplish winning over our consumer’s trust. The

advertisements of our media plan execute our loyalty to families if they choose Sprint as

their telephone provider through our Family Warranty Plan. Our Communication

Objective is to gain trust from present consumers meanwhile win the trust of potential

consumers as well.

Positioning Statement

Competing telephone providers have history of turning away users when faced with

accidental damage. We aim to stand out from the market competition as the company

families can trust when life runs its course and accidents happen. Our brand position is

to implement Sprint in consumer’s mind as the company to rely on for their families and

go to when accidents happen.

Sprint’s Promise

In order to gain the trust of our target audience, Sprint wants current and future Sprint

users to think of us like a family. Through any uncontrollable situation that life happens

to throw at our consumers, Sprint will not only be there for our consumers figuratively,

but literally as well by financially covering their phone damages.

Tone

Sprint will gain the trust of the consumers by speaking to them in a friendly manner

intertwined with humor to make Sprint more approachable and appealing to our target

audience.

Tagline and Slogan

57

The slogan of Sprint’s campaign will be, “We take care of you because that’s what

families do.” This slogan explains to our consumers that they can trust us to take care of

them financially with our Family Warranty Plan. But on a deeper meaning, consumers

will trust us as a company as a whole because we will be associated as a fellow family

member being there to support them figuratively along with literally.

Executions

- ”No Questions Asked” TV spot :30

The “No Questions Asked” commercial stars a mother in distress when facing the daily

chaos mothers endure. After misplacing her phone, she discovers it in the mouth of her

pet English Mastiff, covered in dirt with her toddler by its side. It is concluded that the

phone is obviously damaged; therefore the mother rushes to Sprint ridden with anxiety

over the misfortune of her phone. When asked, “What brings you in today”, she pauses

to tell the horrific story but much to her surprise, is interrupted by the Sprint employee to

tell her that she is covered regardless. This spot is meant to convey Sprint’s loyalty to

families in a literal manner. Our commercial’s goal is to build a trustworthy relationship

with our target audience, ensuring that we are there for them just like a fellow family

member would be thus inserting our slogan, “We take care you because that’s what

families do.” This is meant to emphasize how Sprint and its consumers are one family

while advocating our Family Warranty Plan. The commercial will run consecutively

throughout the months allocated for advertising.

58

“No Questions Asked” Commercial Script

(SPRINT STORE) EMPLOYEE AND MOTHER

A mother enters looking disheveled. Her hair is awry and clothes covered in mud. A

toddler sits on her hip. A sprint employee approaches her.

EMPLOYEE

Hello Miss (looks confused as he takes in mother’s appearance) What brings you

in today?

(CAMERA ZOOMS IN ON JUST MOTHER’S FACE AS IT CONTORTS INTO A LOOK

OF DISGUST)

(SCENE CUTS TO FLASHBACK: MOTHER IS SEEN EXITING HOUSE ONTO DECK)

MOTHER

Honey, have you seen mommy’s phone?

(CAMERA ANGLE SWITCHES TO BEHIND MOTHER’S BACK) SCENE

A dog (English Mastiff) is seen digging a hole in the yard with mother’s cellphone in its

mouth. Mud is being flung everywhere: all over the dog, child and yard. The toddler

stands beside him pointing to dog in response to mother’s posed question.

(CAMERA PANS IN ON DOG’S HOLE) SCENE

59

The dog proceeds to drop the phone into the hole and turns around to squat.

(SCENE CUTS TO MOTHER’S FACE AGAIN, HER FACE IN THE SAME

CONTORTED EXPRESSION)

(SCENE IS BACK TO SPRINT STORE WITH MOTHER, TODDLER AND EMPLOYEE

ALL SEEN IN THE SHOT) EMPLOYEE

Don’t worry, we got you covered.

(MOTHER SIGHS IN RELIEF AND FOLLOWS EMPLOYEE AS HE LEADS HER OUT

OF THE SHOT)

(GRAPHICS OF YELLOW BACKGROUND AND CELLPHONE SEEN) IN BOLD:

SPRINT’S FAMILY WARRANTY PLAN

VO

Sprint’s Family Warranty Plan. 1 accidental damage per phone covered, no payment

required. Following damages repaired for a low price- so you and your family can stop

being punished by fellow phone companies, and start being a family again. (PAUSE)

Sprint. We got you covered. (PAUSE) No Questions Asked.

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- ”Sprint Man” TV Spot :30

The “Sprint Man” commercial is created to appeal to our target audience who are family-

oriented and help their family members through any form of crisis and vice versa. The

family in distress in our commercial is designed to remind the target audience of their

own family. The family is literally stranded on an island and desperately needs help.

Therefore, when the family writes out “Sprint” in the sand, Sprint Man comes in a matter

of seconds. This situation represents that no matter the predicament that our TA and

their family is in, when they call; Sprint answers. The commercial ends with Sprint Man

single-handedly rescuing the whole family off the island. This symbolizes that no matter

the sticky situation that our target audience happens to face, Sprint will always be there

to save our customers when they need help; no family member left behind. This

commercial is our figurative approach that Sprint is always there for our families, thus

reminding them with our slogan: “We take of you because that’s what families do.” This

advertisement will run repeatedly throughout the months that our media plan allocates

for.

“Sprint Man” Commercial Script

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(FAMILY IS SEEN STRANDED ON AN ISLAND) FATHER, MOTHER, SON,

DAUGHTER AND DOG

(JUST MOTHER AND FATHER ARE SEEN IN SHOT) MOTHER

(Turns to Father) Honey! How are we ever going to get out of here!?

(HEAR KIDS COMMOTION IN THE BACKGROUND/DOG BARKING) SCENE

Camera pans over to dog and children assembling an “S” made out of rocks/twigs/etc.

(CAMERA CUTS BACK TO FATHER AND MOTHER) FATHER

Good idea kids! (Mother and Father run over to assist rest of family)

(CAMERA PANS OUT TO BIRD’S EYE VIEW OF BEACH, WHERE FAMILY HAS

SPELLED OUT “SPRINT”) SCENE

Family is seen waving next to “Sprint” jumping up and down.

(MAN APPEARS HOVERING IN THE AIR, SIMILAR TO SUPERMAN BUT WITH THE

COLORS OF YELLOW AND BLACK WITH AN “S” PRINTED ON HIS CHEST) SPRINT

MAN

Don’t worry family in distress! Sprint Man has you covered!

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(SPRINT MAN SEEN SWOOPING TO THE FAMILIES RESCUE, PICKS THEM UP

AND FLIES THEM OFF THE ISLAND) SCENE

Sprint Man carrying family into the horizon with the sun setting. Camera is behind

characters.

VO

FATHER

We love you Sprint Man!

VO

Sprint’s Family Warranty Plan. 1 accidental damage per phone covered, no payment

required. Following damages repaired for a low price- so you and your family can stop

being punished by fellow phone companies, and start being a family again. (PAUSE)

Sprint. We take care of you (PAUSE) because that’s what families do.

IV. Promotions

Five Country Concert Series

Because our target audience is very family-oriented and we want to coincide with our

TA’s family values, we will be bringing the family physically together through our

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promotions. Since families typically spend quality time together on summer vacations,

one of our promotions will be a concert series that will be held on beaches in the

summer time because we discovered through research that 50% of our target audience

go to the beach when they go on vacation. Therefore, Sprint will hold a country concert

series in five spot locations.

We will hold country concerts because 21% of our target audience prefer traditional

country music, and we don’t want to hold concerts under such categories like Rock and

Hip Hop because we want this to be a family-friendly concert with appropriate music for

all the ages that tend to vary from family to family. Our concerts will mostly be held

along the Gulf Coast in Orange Beach, Alabama; “East Beach” in Galveston Island,

Texas; Panama Beach and Daytona Beach, Florida; and Pismo Beach, California. We

will have most of our concerts along the Gulf Coast because less than 1% of our TA live

in Alabama, 5.81% live in Florida, 9% live in Texas, and 12% live in California.

To raise awareness about Sprint sponsoring these concerts, we will hold a contest at

the beginning of each concert. In order for the audience attending these concerts to be

eligible to acquire backstage passes, they have to follow Sprint’s Twitter account and

tweet at us with the hashtag, #SprintSummerSession before the show begins. Then,

winners will be randomly selected at the beginning of the show based on selected

tweets to meet the country superstars before the concert begins.

It costs $200,000 to sponsor an individual concert. Therefore, we will allocate

$1,000,000 to sponsor the five country concert series. In order to adequately raise

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awareness about our summer promotion, we will heavily advertise in the months of July

and August especially in our spot markets.

Star Wars Sweepstakes

The Star Wars Sweepstakes promotion is another event we are using to “bring the

family together”, meanwhile generate awareness for both the movie and Sprint’s brand.

The idea behind the contest is the winner receives two tickets to “Star Wars: Episode

VII, The Force Awakens” red carpet premiere in Los Angeles on December 18 of 2015.

Sprint promotes its “family-oriented” positioning by physically awarding followers a

chance of a lifetime to share with their loved one meanwhile stimulate their liking

towards our brand in response.

The contest will be held via one of our social media handles, twitter. Audience

members are automatically entered into the pool of potential winners by tweeting

@sprint with the hashtag, #StarWarsSweepstakes by a certain date. Following

deadline, we will draw from the pool of tweeters in a raffle-like system, where 5 people

will be awarded with a pair of 2 tickets to the red carpet premiere. The winners will then

proceed to be flown out, 1st class, by Sprint to the destination where they will be treated

to free transportation, dining, limo service and hotel stay over the course of a weekend.

The total cost of this promotion is $28,700. Breaking it down, purchasing the tickets to

the red carpet premiere for 10 attendees would result in $7,500. Flying out the winners

via 1st class would add $15,000 onto our promotion along with $6,000 for hotel stay with

3 nights in total. Limo service to the red carpet premiere and back would then add an

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additional $200. Included within these prices are also transportation, free breakfast and

complementaries throughout the duration of their stay.

Star Wars was our movie of choice because it hits all factors that apply to both our

target audience and the goals we intend to accomplish within our promotion. 45.8% of

our target audience prefer action/adventure movies over all other movie genres and our

promotions are geared towards “bringing the family together” while advocating our

family-oriented positioning. So, we proceeded to explore upcoming movies within the

action/adventure genre that families would be interested in. Star Wars thus became our

promotion’s movie focus because it not only was an action/adventure movie, but a film

that both adults and kids have shown interest in- therefore making it the perfect

opportunity to bring the family together.

We will advertise this promotion strictly through our twitter handle with a digital ad. This

ad will run throughout the months of November and December, leading up to the

premiere of the movie.

V. Media Objectives/Rationale

1. Target audience

Objective:

Our target audience envelops a wide range of people due to the commonalities among

them. For Sprint, we chose to target adults between the ages of 25-49 because they

live similar lifestyles and have similar demographics. Both genders are in the target

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audience because 50.3% are males and 49.7% are females, leading to an almost even

split. We gathered various information about our target audience regarding their

demographic and psychographic profiles and their lifestyles in general. After studying

our target audience, we found that a majority of our audience are educated, middle to

upper class, married and have children. In regards of these factors, we felt able to really

work with them and found a positioning that is family-oriented. Then, by studying their

psychographics and lifestyles, we found various mediums and channels that will help us

reach our audience effectively.

Demographics:

● Race

○ White (71.2%)

○ African-American (13.6%)

○ Other (9.3%)

○ Asian (6.0%)

● Ethnicity

○ 80.7% Non-Hispanic

○ 19.3% Hispanic

● Gender

○ Male (50.3%)

○ Female (49.7%)

● Some college or more

○ 56%

● Employed

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○ 74.9%

● Income

○ 68% make $50,000+

● Homeowners

○ 65.1%

● Married

○ 58.1%

● Children in Household

○ 60.9%

Psychographics/Lifestyle:

-Music

● 66.6% listen to album oriented rock

● 62.5% listen to 80s pop/rock

● 60.2% listen to hip hop/rap

● 51.8% occasionally watch Nascar Racing

-Movies

● 69.9% have attended movies in the last six months

● 45.8% like action/adventure movies

-Outdoor activities

● 58.2% have attended a theme park in the last 12 months

● 57.9% go to the zoo

● 53.1% go go-carting

● 51.4% go to the beach/lake

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● 49.6% have used public transportation in the last 30 days

-Other activities

● 58.2% go to bars/nightclubs

● 58.5% shopped online in the last 12 months

● 55.9% dine out

-Shopping habits

● 28.2% are virtual shoppers

● 23.7% are knowledgeable consumers who carefully research purchases online

and compare prices before buying

-Media involvement

● Radio: 70.1% average or above average

● Television: 64.3% average or above average

● Magazines: 60.4% average or above average

● Newspapers: 43.8% average or above average

Media:

We will use various mediums in order to get the advertisements around. We will use

radio as one of our main mediums because the target audience are heavy listeners.

78.9% of our target audience listen to the radio from Monday through Sunday. Most of

the radio is listened to during 6 AM-11 AM (54.4%) and 3 PM-7 PM (57.2%) indicating

that that tend to listen on their drives to and from work. When it comes to radio

involvement is 70.1% average or above average. This percentage paired with the

frequency of the advertisements will lead to an efficient way to reach our target

audience. We will target print outlets such as magazines because 57.3% read monthly

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publications so advertisements can be placed in various vehicles, which will be different

monthly publications that suit the members of our target audience. 48.1% read

newspapers so newspapers will be used as well. We will also target television since that

is such a hot medium and we want to stay relevant with the competition. 45.4% of our

target audience has cable and the most popular networks with our target audience is

CBS (46.2%), ABC (45.9%) and FOX (45.6%) and 70.9% watch television between the

hours of 7-11 PM. Digital channels will be used as well because 68.6% of our target

audience use social media. For our final medium, we will use outdoor advertising

because our target audience like to do outdoor activities. For example, 61% like sight-

seeing.

The following chart (Chart 1) shows how are GRPs were spread across the media used.

The following chart (Chart 2) shows the percent of our budget allocate to each medium.

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2. Reach/Frequency Objectives

OSTROW MODEL

Part I: Marketing Factors That Affect Frequency Established brand? -.2 High market share? +.1 Dominant brand? +.1 High brand loyalty? +.2 Long purchase cycle? -.1 Product used occasionally? +.2 Need to beat competition? +.2 Advertising to older consumers/children? +.1__ +.6 Part II: Copy Factors That Affect Frequency Simple copy? +.1 Copy more unique than competition? +.1 Continuing campaign? +.2 Product sell copy? -.1 Single kind of message? +.1 To avoid wear out: new messages? +.1 Larger ad units? -.1__ +.3 Part III: Media Factors That Affect Frequency Lower ad clutter? +.1 Compatible editorial? -.1 Attentiveness high? -.1 Continuous advertising? +.2 Few media used? +.1 Opportunities for media repetition? -.1__ +.1

1.0 + 3.0 benchmark = 4.0 minimum Frequency

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The Ostrow Model was the basis of the lowest frequency, 4.0, used in the

plan. The number is moderate because Sprint is a decently established brand,

but it does not have as much share and awareness as its higher-ups.

Throughout our 12-month plan, we did what we could to stay as close to this

efficiency as possible. Those months that did not stay around 4.0 went above

the minimum. The lowest frequency used throughout the plan was 3.8 and the

highest was 10.1. The efficiency is at a level that will maintain stop of mind

awareness. According to this determination and the base reach of 75.0, the

lowest monthly GRP should be 300. We exceeded the lowest level of reach and

lowest average frequency for our base months. The lowest reach of our plan is

73.1, and it falls into the moderate category. All of our numbers are relatively

met throughout the plan. Some months were not as close to those numbers

required, but they were close enough to still prove efficient. The numbers used

created an efficient level of reach and frequency to both create and keep

awareness of Sprint.

For Reach/Frequency Objectives, we chose multiple media to help us achieve

our goals. Over Net TV, Net Cable, Net Radio, Digital, Outdoor, Magazines and

Newspapers, the monthly GRPs were able to excel to new heights and allow

goals to be achieved. July, August, and December were chosen as Spot

Markets to reach more of the Target Audience in prime times. The Target

Audience enjoys outdoor activities and are family-oriented, so the times that both

of these would be prominent were expressed in Spot Market months. The Target

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Audience chosen is an avid radio listener, so this was a prime medium. After

radio, there were few TV advocates, but TV is an important medium to explore

because of what it is able to achieve. Digital media comes into play with the

realization of online shopping and social media usage being important to these

people. Digital is a good way to reach many people at a lesser cost. Many

people enjoy reading Monthly Publications, so we chose to do some magazine

publications. Some enjoyed newspapers, so that is another medium chosen.

The target audience enjoy outdoor activities, so it is important to cover outdoor

media as well to ensure reaching as many people as possible. While some

media are not prominently used by the target audience, the knowledge of their

slight presence was worth our spending.

With our target audience, we pursued further research to find out which mediums

they used most. Results showed preferences in radio, magazines, and network

television. Therefore, our reach and frequency will be based around those

specific mediums. We will create the appropriate amount of commercials, print

ads, and digital advertisements to generate a suitable reach and frequency that

each month calls for. Our creative strategy is family oriented, therefore all

advertisements and promotions will convey that message.

● Total GRPs for the entire year (National/Spot) = 6348

○ Summer

June: 93.3 Reach and 6.4 Frequency for 599 GRPs

July: 94.8 Reach and 10.1 Frequency for 958 GRPs, 359 GRPs in spot

markets

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August: 94.8 Reach and 10.1 Frequency for 958 GRPs, 359 GRPs in spot

markets

○ Fall

September: 85.0 Reach and 5.1 Frequency for 437 GRPs

October: 74.7 Reach and 4.0 Frequency for 301 GRPs

November: 93.3 Reach and 6.4 Frequency for 599 GRPs

○ Winter

December: 94.9 Reach and 10.1 Frequency for 958 GRPs, 359 GRPs in

spot markets

January: 73.1 Reach and 3.8 Frequency for 276 GRPs

February: 74.8 Reach and 4.0 Frequency for 301 GRPs

○ Spring

March: 84.1 Reach and 4.2 Frequency for 352 GRPs

April: 84.6 Reach and 3.9 Frequency for 327 GRPs

May: 73.1 Reach and 3.8 Frequency for 276 GRPs

All of our GRPs have been calculated into total Gross Impressions and determined to

be 6,215,771,160.

3. Media Budget Objective

The budget provided was $80 million, and this was allocated to different sources

wisely. Overall, the majority of the budget was allotted for media used, in total

approximately $75 million was spent to cover these expenses. Other promotions were

allotted slightly more than $1 million. The promotions include a 5 series beach country

concert to bring families together at a place they are frequently found. This promotion

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was given $1 million in funds. The other promotion running will be 5 trips to the red

carpet premiere of Star Wars: The Force Awakens. This promotion was allotted

$30,000 to pay for airfare, hotel, transportation, tickets, and miscellaneous expenses.

After accounting for all of the media advertising and promotions, over $3 million of the

budget has not been spent. With these leftover funds, there will be money in reserves if

any of these approximations turn out to be more expensive than accounted for.

For the duration of this campaign, it will be run nationally, but we will also have focus in

a select number of spot markets. The spot markets for this campaign include: Atlanta,

Dallas, Los Angeles, Miami, Sacramento, San Francisco, Tampa, and D.C. These eight

markets contain many people in our Target Audience and are also some of the largest

markets in the nation. With this in mind, our strategy can be defined as both offensive

and defensive: we are defending those markets that have been prominent while also

reaching out to markets made up of people with similar demographics and

psychographics. Many of these cities are located in the south, and that is where our

Target Audience is prominent; both there and the west which is accounted for in our

California and Texas spot markets.

In the campaign, much of our spending will take place in the summer months, shortly

followed by the holiday season. Our Target Audience are avid outdoors people, so

doing more variety of advertising in the summer months and running our one promotion

here will be a cause for extensive spending. The holiday season, November-

December, coincides with the Star Wars promotion we will be running. The concert

series will take place at beaches along the gulf coast and in California: Panama City,

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Florida, Daytona Beach, Florida, East Beach in Galveston Island, Texas, Orange

Beach, Alabama and finally Pismo Beach, California. The concerts will be of the

country genre because we wanted to bring families together and felt country music was

the most suitable to do so, and also our Target Audience enjoys this genre. With the

family-oriented approach, outdoor summer activities were of large interest, so this was

one of the best suited choices. The Star Wars promotion that will run was chosen

because our Target Audience enjoys Action/Adventure movies, and this is also a

suitable movie for children, so it is family-oriented. Star Wars has both an older and

younger crowd attraction because of the numerous things done with it to appeal to both

generations. The promotion plays to this idea.

The schedule will be taking pulsing approach. We believe that this is the best approach

because it will keep Sprint in the minds of all consumers. By pulsing throughout the

year, we are able to keep our brand name out there and increase awareness amongst

adults ages 25-49 who are likely to be buying their first family plan in this age range.

4. Geographical Objective

The geographical regions that are used throughout this plan are useful for the

amount of our target audience that live there. The areas chosen will achieve our

goals of reaching current users and expanding to new users of the same demographic

and psychographic characteristics. Our spot cities categorize into the urban sector of

living. They are major cities in different states that are home to many people of all ages,

including many adults ages 25-49 like our Target Audience. The spot markets that will

be targeted through our campaign include:

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● Atlanta, Georgia

● Dallas, Texas

● Los Angeles, California

● Miami, Florida

● Sacramento, California

● San Francisco, California

● Tampa St. Peters, Florida

● Washington, D.C.

The allocation of our budget allowed for adequate spending between both the

national and spot markets. National markets accounted for 82% of our spending

over the 12-month period. In the chosen spot markets, 18% of the budget went

here. These numbers are not equivalent, but our spot markets are still hit in

months that do not contain spot spending, just not as heavy. These numbers

allow for avid representation nationwide.

The following chart (Chart 3) displays Sprint’s National vs Spot Spending

5. Scheduling/Timing Objective

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Our calendar fluctuations are quite variable due to the strategy we decided to

take. We chose our spot markets to only be targeted extra in three months

because of the family-oriented approach we are taking. Since many of our target

audience have children they are active in the summer months are often outdoors,

so we did heavy advertising and spot markets in July and August. We took a

small break to conserve our funds, and then built back up in December to

coincide with both our promotion with Star Wars and the holiday season.

November and June had just as many GRPs because we took the awareness

approach. November is when many people begin their holiday shopping, so we want to

strike while the market is hot. June is high in preparation for the upcoming summer and

outdoor activities.

The following chart (Chart 4) depicts the monthly GRPs in spot and national markets.

We decided that with an $80 million budget we have the means to pulse in order to stay

relevant and to keep up with the competition all year through. For every month, we will

include the mediums radio, net tv, and digital because of the involvement amongst the

consumers and the relevance it holds compared to the competition. 68.6% of the people

78

use social media and 58.5% have shopped online in the last 12 months, making digitial

an ideal medium. We will split most of the radio advertisements during the morning drive

(54.4%) and evening drive (57.2%) because the majority of our target audience listens

to and from work. We also included advertisements during the daytime because the

amount of people that tune in is still high with 49.3% and will help us with achieving a

greater reach. For net tv, the majority of the advertisements will be placed during prime

time because when the target audience does tune it, 70.7% tune in during that time. We

will also place the ads on the networks they watch the most, which are CBS (46.2%),

ABC (45.9%) and FOX (45.6%).

Because our target audience is an active group that is constantly moving and doing

activities, we feel it is essential to include Outdoor advertising, especially in areas that

they pass often and also placed by things they may go to like beaches and lakes for

example. 44.7% of our target audience pay at least a little attention to billboards which

can be effective paired with an appropriate number of frequency. Outdoor advertising

will be placed in every month besides two, which are October and February. We only

excluded these two because outdoor is so expensive and we will cut it from those two

months because they are base months.

For the rest of the mediums not yet mentioned, they were only placed in our top months.

These mediums included newspapers, magazines, and net cable. These are good

mediums to reach our audience, but because of the pulsing schedule and wanting to

remain on our budget, we will just focus these mediums on the top months to really

build our reach and frequency in the months of July, August, November, December and

June.

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The following chart (Chart 5) shows monthly national and spot spending.

Chart 6, the following chart, shows all media used and the amount spent.

Medium Cost ($000)

Net TV-Prime 12796.8

Net TV-L Nite/L New s 3646.1

Net TV-Sports 7448.2

Net Cable-Prime 2237.3

Net Cable-L Fringe 921.0

Net Radio-Morning Drive 2754.2

Net Radio-Daytime 1570.8

Net Radio-Evening Drive 2645.6

Magazines-Mens 4478.7

Magazines-Womens 3407.4

Magazines-General Interest 2751.6

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National New spapers 7026.5

Digital National 1133.9

Spot TV-Prime 3312.6

Spot Radio-Morning Drive 1090.2

Spot Radio-Daytime 911.5

Spot Radio-Evening Drive 1199.1

Outdoor 16331.5

Digital Spot 90.0

Appendix

*Flowchart

82

*Year at a Glance

83

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Sprint Media Plan

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