2. Table Of Contents
Presentation
Team Members 2
Agenda 3
Mission Statement 4
Client Analysis 5
SWOT Analysis 8
Objectives 9
Event #1 Explanation 13
Talent Outreach 16
Event #1 Budget 20
Target Outlets 21
Event #2 Explanation 22
Celebrity Outreach 24
Target Outlets 26
Event #2 Budget 27
Timeline 28
Return On Investment 29
Writing Samples
• Company Backgrounder
• Media Alert- “T-Mobile Summer Kick-Off
Event”
• Media Alert- “T-Mobile Scavenger Hunt”
• Press Release- “ESPY Pre-Party Ticket Raffle”
• Press Release- “ESPY Pre-Party at the LA Live
ESPN Zone”
• Press Release- “T-Mobile Announces New
Influencer Outreach Program Press Release-
“T-Mobile Launching a Customer Service
Blog”
3. Our Team
Ashlee Barone
Talent
Julia Kaplan
Brand Marketing
Austin Schulman
Brand Marketing
Brin Segal
Brand Communications
Megan Tucker
Television
2
4. Agenda
• About Ivory PR
• Client Analysis
• SWOT Analysis
• Objectives, Strategies and Tactics
• Event Plan #1
• Event Plan #2
• Timeline
• Return on Investment
3
5. Mission Statement
We are experts in…
Creating images that will inspire consumers
Establishing a brand within the desired marketplace
Fostering relationships with consumers in order to create
buzz around a brand
4
6. Client Analysis
Structure of Stores and Management:
• T-Mobile, formerly known as
VoiceStream Wireless, was started in
1994 in Bellevue, Washington until
changing its name to T-Mobile USA in
2002. T-Mobile is now the 4th largest
wireless carrier in the United States
with coverage reaching 34 million
subscribers.
• T-Mobile International AG is currently
a mobile-communications holding
company and subsidiary of Deutsche
Telekom. In May 2013, T-Mobile USA
merged with MetroPCS
Communications creating T-Mobile
US. T-Mobile currently has 36,000
employees who are committed to
“helping its 34 million subscribers
stick together with people who make
your life come alive.”
5
7. Client Analysis
Demographics:
• T-Mobile’s key public is
mainly comprised of family-
oriented customers who are
drawn to the company’s
affordable family plans that
still offer a variety of
products, whether it be the
latest cellphone for children
to the Blackberry for
working parents.
• With the addition of T-
Mobile @Home in 2009 and
the MyFaves signature plan,
T-Mobile is known to its
customers for providing full-
service family packages.
6
8. Client Analysis
Competitors:
• Through research we have determined T-
Mobile’s competitors to be Verizon, AT&T, and
Sprint.
• Reasons that these wireless carriers are
succeeding include best coverage, technological
advancements, and customer satisfaction
7
9. SWOT Analysis
Strengths
- 4th largest Carrier
- Leading the switch from 3G to 4G Coverage
- One of the least expensive wireless providers
Weaknesses
-Complaints of network qualities issues in 3G coverage
-Complaints of poor customer service
-Still seen as sub-par to Verizon, AT&T, and Sprint
-One of the last providers to pick-up advancements in
technology and new phones on the market
Opportunities
-Branding itself as the leading 4G-coverage provider
-Growth of Wi-Fi enabled tablets
Threats
-Consumers are reluctant to switch from their current
provider
-Market influence in brand perception
.
8
10. Objective #1: Increase Brand Awareness by 30%
Strategy #1:
Create an influencer outreach program (unlike the T-Mobile Elite
Program) that will generate buzz about T-Mobile among pop culture
• Tactic #1:
Celebrities will act as brand ambassadors and encourage
consumer interest in T-Mobile
• Tactic #2:
The casing of each phone will have a T-Mobile logo large enough
to be visible to a passer-by
• Tactic #3:
Celebrity influencer will be present at one or more T-Mobile
events a year
9
11. Objective #1: Increase Brand Awareness by 30%
Strategy #2:
Create a social media campaign that will encourage our customers to
engage with the T-Mobile community
• Tactic #1:
o Implement a scavenger hunt in which T-Mobile will tweet out
a task of the day for a 1-week period
• Tactic #2:
o Customers who complete all tasks will automatically receive
10% off their plan for the next month as well as a entry into
the raffle for a ticket to the ESPYs
• Tactic #3:
o After the scavenger hunt ends, T-Mobile will continue send
out social media blasts for additional giveaways, rewards, and
promotions
10
12. Objective #2: Increase customer satisfaction by 2-ranking points by 2015
Strategy #1:
Establish a dialogue between T-Mobile and its customers
• Tactic #1:
o Create an interactive/integrated blog in which T-Mobile will
make weekly blog postings about various topics to engage in
two-way communication with customers
• Tactic #2:
o The blog will have a discussion board function for customers
to ask question
• Tactic #3:
o All responses to blog postings as well as discussion board
questions will be answered by the T-Mobile customer service
department within a 24hr. period
11
13. Strategy #2:
Personally engage with customers to make sure they fully understand the
features that our service provides
• Tactic #1:
o When a customer extends/signs their contract they will
receive a free, 1hr. one-on-one session with a T-Mobile techie
• Tactic #2
o Customers will be able to ask questions regarding T-Mobile
plans and services as well as function of the mobile device or
tablet
Objective #2: Increase customer satisfaction by 2-ranking points by 2015
12
14. Event #1: “T-Mobile Summer KICK-Off”
Objective: To expand brand awareness to a wider range of the American public by hosting a 1-day
public event.
Strategy #1: Attract new consumers to T-Mobile Summer KICK-Off through multiple media
outlets across the country
• Tactic #1:
o Host the event at 4 major T-Mobile store locations:
» Los Angeles
» Chicago
» New York
» Miami
• Tactic #2:
o Enlist well-known radio DJs in each city to broadcast the event on their radio
shows for maximum outreach to the public
• Tactic #3:
o Use T-Mobile’s social media sites to publicize event (i.e. Twitter, Instagram, etc.)
o Use the celebrities that will attend the event to promote on their social media
sites
13
15. Objective: To expand brand awareness to a wider range of the American public by hosting a 1-day
public event.
Strategy #2: Provide the general public with various incentives to attend the event.
• Tactic #1:
o Raffle off the chance to win 2 tickets (per location) to attend the T-Mobile
ESPYS’ Pre-Party on July 9, 2014 in Los Angeles, CA.
o Create short survey for guests to fill out in order to receive a raffle ticket
o Utilize survey to measure how event impacted brand awareness to the
American public.
• Tactic #2:
o Enlist well-known celebrities/sports stars to attend the event at the four
different locations.
» Kylie Jenner- LA Location
» Chris Bosh- Miami Location
» Ashley Benson- Chicago Location
» Derek Jeter- New York Location
o Each celebrity will announce the winner of the raffle and have a meet and greet
with fans
Event #1: “T-Mobile Summer KICK-Off”
14
16. Event #1: “T-Mobile Summer KICK-Off”
Objective: To expand brand awareness to a wider range of the American public
by hosting a 1-day public event.
Strategy #2: Provide the general public with various incentives to attend
the event.
• Tactic #3:
o Install photobooth where customers can tweet or instagram
photo using the hashtag: #TMobileSummer
• Tactic #4:
o Due to popularity of World Cup 2014, incorporate soccer-
inspired contests where customers can win various T-Mobile
prizes, such as T-shirts, hats, phone accessories, and discounts.
15
17. “T-Mobile Summer KICK-Off” Location #1: LA
2510 S Figueroa Street Ste H
Los Angeles, CA 90007
213-745-8683
Talent Outreach:
Kylie Jenner
Reality Television Star
Facebook Likes: 1.1 Million
Twitter Followers: 4,350,265
Instagram Followers: 5,237,444 16
18. “T-Mobile Summer KICK-Off” Location #1: Chicago
Talent Outreach:
Ashley Benson
Actress
Facebook Likes: 1,285,877
Twitter Followers: 2,074,730
Instagram Followers:2,396,879
146 South Halsted Street
Chicago, Illinois 60661
312-733-9048
17
19. “T-Mobile Summer KICK-Off” Location #1: Miami
Talent Outreach:
Chris Bosh
Professional Basket Ball Player
Facebook Likes: 1,078,044
Twitter Followers: 1,224,921
Instagram Followers: 438,000
1203 NE 163rd St. #101
North Miami Beach, FL 33162
305-944-8809
18
20. “T-Mobile Summer KICK-Off” Location #1: NYC
125 Maiden Lane
New York, NY 10038
212-514-8412
Derek Jeter
Professional Baseball Player
Facebook Likes: 1,944,919
Twitter Followers: 62,002
Talent Outreach:
19
21. “T-Mobile Summer KICK-Off” Event Total
Budget
$135,000
$12,500$5,000
$40,000
$5,100
$24,000
$40,000
$20,000
Talent
DJ
Photobooth
Equipment For Games
Event Photographer
Food Truck
T-Mobile Prizes
Décor
Total Cost: $281,600
**No cost for Venue because it is at T-Mobile
Stores
**Estimated per Location 20
23. Event # 2: ESPYS “Pink Carpet” Pre-Party
Objective: To broaden T-Mobile’s consumer outreach and infiltrate another market
within the industry
Strategy: Establish new connections with leading celebrity influencers within the
entertainment and sports industries
• Tactic #1: Host Pre-Party for ESPN’s ESPY Awards at the ESPN Zone at LA
Live
• Tactic #2: Bring on a leading member of the Sports World to co-host the
event
• Tactic # 3: Invite A-list celebrities that will be attending the ESPY Awards,
as well as top athletes
• Tactic # 4: Give out invitations to be a part of T-Mobile’s recently
announced influencer outreach program
22
24. ESPYS “Pink Carpet” Pre-Party Location
ESPN Zone at LA Live
•Located directly next to the entrance of the ESPY Awards Red Carpet at
Nokia Theater
23
26. Talent Outreach - Espy Pre-Party “Pink Carpet Event”
LeBron James Serena Williams Michael Phelps
Chris Bosh Danica PatrickGabby Douglas
Dwayne Wade Derek Jeter Maria Sharapova 25
28. ESPYS “Pink Carpet” Pre-Party: Budget
$500,000
$100,000
$30,000
$15,000 $20,000
Talent
Venue
Food/Drinks
Pink Carpet Set Up
Staff
Total Cost: $665,000
**Estimated cost, may vary
depending on talent, etc.27
29. Timeline
May 25th –
Customer
Service Blog
Launches
June 1st –
Scavenger Hunt
Starts
June 7th –
Summer KICK-
Off Events in 4
Select Cities
July 9th –
ESPYS “Pink
Carpet” Pre-
Party
July 1st - Influencer
Outreach Program
Begins
May 31st - T-
Mobile Twitter
Blasts
June 15th – Free 1
Hour One-on-One
Session with T-
Mobile “Techie”
Begins
28
30. Return on Investment
• Though we cannot speak to the actual increase in sales, we
can predict that if T-Mobile adheres to this plan they can
expect an increase in brand sentiment.
• This increase in brand sentiment will in turn lead to satisfied
customers who will not only maintain loyalty to T-Mobile, but
encourage their friends and family to use T-Mobile as their
wireless carrier.
• This progressive marketing strategy will allow T-Mobile the
opportunity to become the leading wireless carrier.
29
