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Sprint was interested in furthering its thought leadership position in
the wireless space when it first turned to Arketi. Together the Sprint/Arketi
team decided to use National Cellphone Courtesy Month (July) as a compelling
event to seek a thought leadership position.
Solution
Arketi constructed a Survey Campaign for use in media relations efforts
to position Sprint as a thought leader on the topic of courtesy. The strategy
was to conduct 16 surveys to uncover unique and newsworthy wireless phone
etiquette habits of U.S. consumers and business users. A 32-question survey
was constructed and fielded to both nationwide and local market samples
of U.S. adults wireless phone users.
The findings of the national and market surveys were packaged in the form
of a FastFacts datasheet. The piece highlighted those data points identified
by Sprint, and Arketi expected to garner the greatest media coverage both
nationally and in each local market. Additionally, a video news release
featuring Sprint’s etiquette expert reporting on the survey findings
was produced, along with a Sprint website that included a “Sprint
Wireless Courtesy Test,” wireless etiquette tips, a downloadable
datasheet with the research findings, and links to Sprint products and
services.
Results
Media coverage outpaced all expectations. National media outlets that
reported on the survey, included Wall Street Journal (twice),
20/20, New York Times, Forbes, USA Today, AP Radio, UPI, Reuters, Fox
News Channel’s Studio B, PC Magazine, Wireless Week, MYCOM PC WEB
(Japan) , NewsTalkZB (New Zealand) and eMarketer.
Sprint secured local media coverage in all 15 markets, including segments
on 25+ local TV stations, and local print coverage in outlets including
San Francisco Chronicle, Denver Post, New York Daily News, Palm Beach
Post, St. Petersburg Times, Sun-Sentinel, Sarasota Herald Tribune and
Philadelphia Inquirer. Total national and local circulation reach
has exceeded 15,000,000.
In addition, 15,544 unique individuals visited the Sprint courtesy website
and took the online “Sprint Wireless Courtesy Test” to see
how they stacked up in terms of wireless courtesy. More than a year after
its initial release, the information in The Sprint Wireless Courtesy
Report is still finding its way into news placements around the globe.
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AWARDS
Sprint won the following award for this marketing program, developed
by Arketi Group:
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2005
Public Relations Society of America Phoenix Award
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