Marketing Campaign Proposal for Sprint/Nextel - 2006

2,913 views

Published on

A marketing campaign proposal for Sprint/Nextel created during a graduate class in Integrated Marketing Communication.

Published in: Business
  • Be the first to comment

Marketing Campaign Proposal for Sprint/Nextel - 2006

  1. 1. Creative Message & Incentive Strategy for Sprint Nextel - The Adventures of Mandy and Dylan- Ledvi Beza Tanla Bilir Maria Elizalde Ashley LaMantia Jing Wang Shanna Tumbleson
  2. 2. Introduction <ul><li>Identify target audience </li></ul><ul><li>Evaluate key strategic issues </li></ul><ul><li>Determine key objectives </li></ul><ul><li>Analyze consumer insights </li></ul><ul><li>Offer creative message </li></ul><ul><li>Reveal the IMC strategy </li></ul><ul><li>Evaluate the strategy </li></ul>Page: of 16
  3. 3. Target Audience <ul><li>College students (18-24) </li></ul><ul><li>16.7 million in the US </li></ul><ul><li>90% have cell phones </li></ul><ul><li>Spend $200 billion a year </li></ul><ul><ul><li>$7.5 billion in technology </li></ul></ul>Page: of 16 * Data collected in 2005
  4. 4. Key Strategic Issues <ul><li>Strength in technology </li></ul><ul><ul><li>Superior features </li></ul></ul><ul><ul><li>Extended network </li></ul></ul><ul><ul><li>Excellent call quality </li></ul></ul><ul><li>Threat of competition </li></ul><ul><li>Weakness in brand image </li></ul><ul><ul><li>“ Power up” vs. “Fewest dropped calls” </li></ul></ul>Page: of 16
  5. 5. Key Objectives Page: of 16
  6. 6. Customer Insights Page: of 16
  7. 7. MECCAS Model Page: of 16
  8. 8. Creative Message <ul><li>“ Sprint Nextel delivers the most innovative technology to independent college students who are looking for more features at an affordable price to stay connected with family and friends.” </li></ul>Page: of 16
  9. 9. College Talk Plan Page: of 16
  10. 10. Creative Execution <ul><li>Motto: “Still independent, but totally connected” </li></ul><ul><li>Mandy and Dylan College Campus Tour </li></ul><ul><ul><li>Typical college students in real college situations promote Sprint Nextel </li></ul></ul>Page: of 16
  11. 11. Meet Mandy and Dylan Page: of 16 Hey mom! I'll be a little late tonight… Yes dad! I’ll stay at Kelly’s home, see you tomorrow…
  12. 12. Creative Delivery Page: of 16 where what when
  13. 13. Customer Incentives <ul><li>Sweepstakes </li></ul><ul><li>Discount coupons </li></ul><ul><li>Referral rewards </li></ul>Page: of 16
  14. 14. Internal Marketing Page: of 16
  15. 15. Internal Incentives <ul><li>Individual performance </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><ul><li>Raffle for prizes </li></ul></ul></ul><ul><ul><li>Best Innovative Idea of the Month </li></ul></ul><ul><ul><ul><li>Internal blog </li></ul></ul></ul><ul><ul><li>Prizes (gas cards, gift certificates, etc.) </li></ul></ul><ul><li>District sales </li></ul><ul><ul><li>Exceed quotas to earn prizes (free minutes, paid days off, and team cruise) </li></ul></ul>Page: of 16
  16. 16. Evaluation <ul><li>Targeted Gross Rating Points Measure </li></ul><ul><li>Brand recognition </li></ul><ul><ul><li>Public survey before and after the campaign </li></ul></ul><ul><ul><li># of friends/profile views on MySpace </li></ul></ul><ul><li>Leader in technology </li></ul><ul><ul><li>Focus group before and after the campaign </li></ul></ul><ul><li>Differentiation from competitors </li></ul><ul><ul><li>Comparison of sales </li></ul></ul>Page: of 16

×