T-Mobile Grand Openings

t-mobileT-Mobile turned to teamworks communication management when they wanted to promote multiple new store openings in each of two markets:  eight new stores in Philadelphia and seven in Sacramento.

T-Mobile’s primary demographics for this program were young and social (18-30) and family focused (kids 4-17 and parents 31-45). In each market, we identified the best radio stations to reach these demographics and:

  • Negotiated and placed promotional buys with two radio stations in each market in the week preceding the grand opening events.
  • Secured two 2-hour radio appearances featuring an on-air personality and live call-ins on the day of the grand openings at two marquee stores.
  • Arranged for presence on the station website.
  • Coordinated copy development for radio promotional spots and liners.

In Philadelphia, we worked with Power99 WUSL-FM, the #1 urban radio station and 102 WIOQ-FM, the #1 contemporary hit radio/pop station popular among youth and their parents alike.  In Sacramento, T-Mobile partnered with 102.5 KSFM, which ranked #1 in average rating for adults 18-34, and was also the #1 hip hop and R&B station.  The second station partner was 107.9 The End, a top 40 station that, in addition to being ranked 2nd in the market among adults 18-34, also was family oriented to reach kids and their parents.

Our local relationships with radio stations resulted in better pricing and cooperation for T-Mobile.  For example, in Philadelphia, T-Mobile received nearly twice as much promotional value than the cost of their radio buy.  In Sacramento, we worked with sister stations and were able to secure van appearances at half the normal cost, along with negotiated bonus features that included website logos and click-through at no additional cost.

Our associates also garnered media coverage about the grand openings in the Northwest Times and the Sacramento Business Journal. 

t-mobile power 99

t-mobile  q102t-mobile 107.9 The End