Metro is launching a cell phone recycling program in Philadelphia to support wildlife conservation by addressing the impact of coltan mining and ocean pollution. The initiative includes partnerships with local zoos and aquariums, educational outreach, and community events to enhance brand awareness and consumer engagement. The program aims to encourage donations through promotional incentives, with a focus on driving sales through strategic marketing during high-traffic periods.

1. Planet Earth Is Calling
Philadelphia Cell Phone Recycle Program
Q3 2019

2. Corporate Social Responsibility Builds Trust & Raises Brand Awareness
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To help protect animal habitats from illegal mining of coltan, a product used to extend the
life of batteries in electronics, Metro will launch a cell phone recycling program to show
our commitment to the environment.
To increase awareness and donations for cell
phone recycling we’ll partner with zoological
venues to introduce a series of educational and
promotional programs targeted to reach large
audiences, build brand equity and drive
purchase intent with Metro.

3. Key Insights
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▪ Unaided awareness and consideration are down nationally. Philadelphia is below national legacy average.
▪ Corporate social responsibility builds trust and raises brand awareness. 90% of consumers are more likely
to trust and switch to brands that support social/environmental issues.
▪ Consumer data consumption increases in summer months, especially with social media and video
content. Consumer’s engagement on mobile devices drive the initial stage of purchase intent.
▪ Mobile device purchases during the back to school season continue to rise. Families are looking to switch,
save and add lines on mid-tier devices.
▪ Mid-tier device purchases have favorable economics: higher MRC and lower churn. Port ins highest in July.
Highest grossing sales days of the year are in Q3.

4. Strategy & Objective
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Local Objectives Local Strategy
• Increase brand awareness and
consideration
• Increase purchase intent in the
digital channel
• Be in the right place at the right time to
drive HTVS and ME segments to action
Goal:
Build brand equity through community
outreach and socially responsible programs.
Attain gross and net sales quotas
Strategic
Pillars
Community
outreach & social
responsibility
High impact
partnerships
focusing on
families
Hyper-local
digital moments
Top Selling Days
8/2, 8/30,
8/31, 9/20
• Promote brand awareness through high impact sponsorships.
Partner with local venues and community groups to champion a
good cause and give back to the communities we serve.
• Provide unique event and digital moments to consumers that they
want to consume, engage in and share
• Focus spend to take advantage of top sales days. Align messaging
to reach the right audience with the appropriate offer

5. Program Overview
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• Sponsorships – Philadelphia Zoo, Adventure Aquarium, Clementon
Park. Recycle bins with text short code to receive a co-branded phone
wallet at venues. Launch events.
• Launch Events– Zoo Sat , Aquarium Sat 7/27 to align with Discovery
Channel Shark Week. First 50 families to donate a phone receive 1 free
admission. First 250 families will receive free reusable straw. RTW VIP
experience
• In-venue Signage – Zoo: 1 at entrance, 1 at Primate Reserve, Aquarium:
25 signs throughout venue, Clementon: 1 next to charging station
• Radio – 150 WBEN and 132 WMMR :15s announcements. Summer Prize
Pack giveaway, 1 remote. Onsite at launch events. Web takeover and
Event page listing. Announcement content = 1) teaser w/ CTA go to URL,
2) Launch event, 3) Drive to retail – coupons, 4) contest
Sponsorships Launch Events
In-Venue
Signage
Radio
Dynamic
Mobile
Social Media Web Pages Email In-store
# of Assets 3 2 27 318 19 7 4 7 4
Impressions 18,400 788,000 977,700 950,000 724,800 641,400 162,000 515,760
• Dynamic Mobile –expandable carousel ad (1 slide) to drive foot traffic to
stores for discount coupon and to donate
• Social Media – Zoo: 3 paid posts for social contest, Zoo VIP experience &
discount coupons in stores. Aquarium, 3 paid posts for discount coupon
in stores. WMMR & WBEN: 1 paid post each for launch parties. SnapChat
filter per venue during launch events and busiest days
• Web – landing pages on sponsorship websites linking to Metro microsite
with educational content, event and recycle locations
• Email – Zoo: 1 email to promote launch event. Aquarium: 6 emails, 2 to
promote launch event and 4 for discount coupon in stores
• In-store – COR stores receive recycle bin, window poster, and giveaways.
280 Philly stores receive discount coupons to Zoo & Aquarium

6. Program Timeline
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7. Recycle Bins
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When bins are close to full, venue calls Eco-Cell for a UPS label, packs up the
phones, ships phones to Eco-Cell who recycles the phones and sends a check to
the venue. Messaging on bins will instruct guests to text a short code to receive
free gift
• The return message will instruct them to go to:
• Philadelphia Zoo – location TBD
• Adventure Aquarium – Information Desk
• Clementon Park & Splash World – Information Desk/Ticket Booth
• Gift = Co-branded phone wallet while supplies last. Signage will
change to remove the gift message once supplies are gone
Bins located at each venue with recycling messaging
• Philadelphia Zoo – PECO Primate Reserve and near the entrance
• Adventure Aquarium – In Shark Realm
• Clementon Park – near entrance and MBT charging station
• (9) corporate stores

8. Program Sponsorships
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Primate Reserve - 2.5 acres of indoor &
outdoor exhibits highlight stories of real
people who dedicated their lives to saving
the world's most endangered primates. Learn what
scientists are doing and how you can help by recycling
unused cell phones
• Co-branded recycling receptacle
• Text a short code and receive a premium giveaway in the zoo store
• Signage - zoo​ entrance and Primate Reserve​
• Best Gorilla Impression social media video contest
• Launch event – first 50 ​people to donate a phone receive
1 free GA admission. Radio station & Metro onsite
• VIP Zoo Experience RTW - GA tickets, food voucher,
behind the scenes tour, attractions pass
• Discount coupons​ at Metro stores
July 15th – October 31st
Shark Realm - Walk just inches
from magnificent sharks and 200
other animals in this unique 550k
gallon exhibit
• Kick off during Discovery Channel's Shark Week​
with special programming
• Co-branded recycling receptacle ​in Shark Realm
• Signage - aquarium entrance and in Shark Realm
• Landing page on Adventure Aquarium website​ and
(6) GA & member email blasts
• Digital media inclusion
• banner ads, sponsored social posts, search
• Inclusion/mention in​ radio and TV spots
• Call out to visit Metro stores for discount coupon
July 22nd – December 31st

9. Educational Content and Support
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Cell phones are made with a mineral
called Coltan which makes them more energy
efficient. Coltan is found in great quantity in the
Congo which is home to the critically endangered
gorilla. By recycling coltan you’re reducing the
amount needed to be mined, therefore, helping
gorillas maintain a future in the wild.
Gorillas are dying as a result of mining. Recycling
your old, broken phones with Metro by T-Mobile and
the Philadelphia Zoo helps save these animals by
reducing the demand for Coltan.
To survive and thrive, sharks need
oceans free from pollution. Plastics find
their way to the ocean and are broken down into
microplastics which breakdown into toxins that stay
in the fish’s system. When the sharks eat the
smaller fish, they also eat the microplastics and
toxins which will harm them over time.
Sharks are dying as a result of plastics reaching our
oceans. Recycling your old, broken phones with
Metro by T-Mobile and Adventure Aquarium helps
save these animals by reducing the amount of
microplastics in our oceans.

10. Planet Earth Is Calling Artwork
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