T-Mobile Samples of Work 2008-2009. NY/Boston SWARM and T-Mobile Cell Phone Lot Sponsorship at the Charlotte Douglas International Airport.

1. T-Mobile - 2008-2009
Samples of Work by Jennifer Hammond
- NY & Boston Swarm Media and Creative Summary 2-16
- T-Mobile Cell Phone Lot 17-23

2. T-Mobile New York and Boston Swarm
Media & Creative Summary
March 18, 2009
Prepared by: Jennifer Hammond
The Guerilla Marketing team supported 10 key markets
throughout the US and was responsible for the sales team’s
special requests. I worked on the Eastern Region of Guerilla
Marketing and was solely responsible for coordinating the NY
and Boston Swarms. Metro PCS (a pre-paid carrier) was
launching in Boston and NY this past spring and there was an
urgency to become competitive with T-Mobile’s pre-paid
products that were not advertised in mass media. We decided
to “Swarm” the key areas were Metro PCS was coming into
the marketplace. We conducted true guerilla style tactics such
as; street teams handing out T-Mobile flyers and premiums,
bus and truckside advertising, new collateral, coverage
comparison maps and POS materials. Not only did we have to
develop materials to entice potential customers but we had to
convince the T-Mobile dealers that T-Mobile is supporting
them and is a strong competitor and would not be impacted
buy this small pre-paid carrier.

3. Media
OOH
 Subway Advertising
 Bus Posters
 Billboards
Spot Radio
 DJ Endorsements
 Radio Remotes
 :10, :15 Mentions
Community Print
 Free Weeklies
*Note: these advertising mediums are under consideration for this market. These are only suggestions for this market and aren’t final or committed media
options. Final Media plans will be based on the budget, media availability and cost efficiencies.

4. Truckside Advertising
Mobile truck sides – Flight 3/16 – 5/16
 50 in New York, 25 in Boston - (3 sided) Hudson News Trucks travel throughout the market 12 hours
a day, six days a week delivering their products.
 Over the next two months, Truckside Advertising in New York is expected to generate 2,488,300
daily impressions and in Boston it is expected to generate 870,850 daily impressions.
R:
Hudson
News
Truck
Renderin
g
L: Truck
side
creative
R: Truck
Rear

5. Street Teams – Guerilla Style
 Phase 1 – Live 3/18/2009
 4 week flight
 5 days per week, 8 hours per day
 1 Team in Boston & 2 Teams in New York
 Team = 1 Field Manager + 4 Brand Ambassadors
 Team will be engaging customers, handing out flyers and
premiums
 Examples of Guerilla Marketing locations include:
 Phase 2 – Mid April – July
 Enhanced Street Team Plans in Process
•Metro PCS and Boost Mobile locations
•Mall and shopping center parking lots
•Main streets and thoroughfares including key landmarks
•Off-campus college locations and college towns
•Movie theater and bowling alley parking lots
•Retail location parking lots
•Outside of events and venues
•Parks and sports fields
•Supermarket parking lots
Street Team Giveaways –
Carabiner Calculators,
Photo Key chains &
Cell Phone Lanyards

6. Street Team Photos

7. Street Team Flyer – 1,500 distribution per day
front
back

8. Comes with grommets and rope
5’ x 3’ Outdoor Banner

9. Danglers – (3 sets) 12”x12”
front back
Window Clings –
12”x12”, 2 Sided
T-Mobile
Wind feathers

10. Posters – 22”x28”, 24”x36”
front
back

11. Sales Kit Folder – 3 Bi-lingual Kits Per Store

12. Sales Kit Components

13. Sales Kit Components

14. Sales Kit Components

15. Sales Kit Components – Handset Comparison front/back

16. Sales Kit Components – Boston, T-Mobile vs. Metro PCS Comparison Maps
(also bi-lingual)

17. Charlotte Douglas International Airport Advertising
Opportunity
The Cell Phone Lot by T-Mobile
by Jennifer Hammond
I was solely responsible for branding the Charlotte
Douglas International Cell Phone Lot for T-Mobile. I
developed the idea, pitched the idea to the Airport and
upper management to gain approvals and negotiate a
contract. This was the first ever branding of a Cell
Phone Lot by a Cell Phone Provider. Since T-Mobile
was new to the Carolinas it was the perfect branding
opportunity.

18. Front Back
Banners and Signage
1 2 3 4 5 6 1 2 3 4 5 6
•(6, 2 sided) 36”w x 95”h
•2 Internally lit marquee signs at both ends

19. Dioramas
•(5, One in each terminal) 60”w x 40”h
backlit advertising duratrans.
•Rendering & Creative Concept Layout

20. Exterior Retaining Wall
One Section of Retaining Wall
• 277’w x 44”h (due to the size it is laid
out for these purposes in three sections)

21. Interior & Exterior Retaining Wall Photos

22. Cell Phone Lot “Event” Photos

23. Cell Phone Lot “Event”
 OBJECTIVE: Continue to create brand awareness of T-Mobile’s entry into market while
building brand affinity through customer outreach efforts.
 TACTICS: Leveraging the relationship with the Charlotte Douglass International Airport, via
sponsorship of the cell phone lot, offer some “hospitality” to cell phone lot users during
targeted high-traffic periods of travel.
 WHAT: Cell Phone Lot Holiday Hospitality
 WHEN: Sunday, December 21 – Tuesday, December 23 10:00 AM – 6:00 PM
 ELEMENTS:
 T-Mobile H2 Vehicle (logistic support & branding)
 10’ x 10’ unbranded white tent (as weather requires)
 6’ table (draped w/ branded table cloth)
 Street Team (4-6 people):
 Hand-out T-Mobile “My Faves” buttons to everyone who enters the lot between 10 a.m. – 6 p.m.
 Encourage lot users to visit TMO display:
 Get complimentary cocoa & cookies
 Spin the prize wheel for a chance to win:
 iPod Shuffle (one given away per hour)
 T-Mobile device w/ pre-paid service (devices still tbd)
 Various branded items:
 Luggage spotter tags
 Emory boards
 Magenta pen
 Learn more about TMO products and services
 RESULTS:
 We were able to collect approximately 380 leads of that, approximately 210 were opt-in leads