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 The Wall Street Journal (twice), 20/20, The 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.
Kudos
Sprint won the following award for this marketing program developed by Arketi Group:
2005
Public Relations Society of America Phoenix Award
Research