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extending  holiday  materials  
into  everyday  marketing 

Sprint  |  savings guide booklet  |  Fall 2018 – Spring 2020

Sprint was a telecommunication company based in Kansas City, KS. Before it merged with T-Mobile, it was the 4th largest mobile network operator in the United States, serving over 50 million customers. For this project, we worked with the Marketing Communications team responsible for all the core and promotional creative included in the stores.  

Weber Team members
  • Members Involved: Abigail Crock (Graphic Designer), Nicole Sampson (Project Manager for Share & Compare)
  • My Role: I was the designer on this project and was responsible for designing and writing the original guide and the nearly 60 versions created between November 2018 and June 2020
Project Narrative

What started as a replacement for the Sprint Holiday FSI, the Holiday Gift Guide grew in popularity with the field and executives alike. Executives wanted to explore how reps could use a booklet of offers past the holiday season. Sprint liked that it allowed them to consolidate promotions to avoid store clutter due to excessive collateral. There were typically up to 30 available offers available at one time. It was overwhelming and confusing for new customers and reps alike.

I helped Sprint create a tri-fold Savings Guide to include the majority of the device, accessory, plan, and value-added-service promotions in one single piece. Reps could then seamlessly walk new customers through all of the available offers at once or provide guides to waiting customers during busy store hours. Reps can even facilitate customer conversations using the tablet version on the Share & Compare tablet tool.

Each guide was themed, usually based on the season. In addition to the design, I was responsible for writing the headlines for each guide. As the guides developed, the average number of offers increased by nearly 50% from 12 offers to 18. This created layout challenges trying to maximize the guides’ space while maintaining a consistent hierarchy throughout. The guides were typically updated with each month’s promo window and spent around 4-weeks in the market before being replaced with a new guide.

For 18-months, the Savings Guide remained a priority marketing tactic until Sprint completed its merger with T-Mobile. In the first quarter of 2020, they printed around 1,755,000 booklets for each installment of the Savings Guide.

This was our first guide, created in November 2018, that featured Black Friday offers and was the only guide with an 8-panel layout. The guide utilizes the holiday theme of gold foil, glitter, and robots. The headline, “Sprint’s guide to getting gifts for everyone on your list,” was a reference to the Gift Guide while speaking directly to the customer.

November 2018 (from left to right): Front Cover, Back Cover, First Spread, Second Spread, and Thrid Spread

December 2018 (from left to right): Front Cover, First Spread, Inside Spread, and Back Cover

The 2018 post-Black Friday Guide moved to a 7-pannel tri-fold guide that would become the standard format. The headline, “Sprint’s Holiday Shopping Guide for the Last-Minute Shopper,” was a nod to ever counting clock of the number of shopping days before Christmas.

This guide from October 2019, introduced a new in-store campaign, “Great Phones at Low Prices,” which identified those phones in-store with green dots. Headlines in this guide – “Green dots mean great deals” and “Spot a green dot, get a great deal.” – helped customers identify what those green dots meant, a great deal for them.

October 2019 (from left to right): Front Cover, First Spread, Inside Spread, and Back Cover

March 2020 (from left to right): Front Cover, First Spread, Inside Spread, and Back Cover

Tax Season was a big selling season for Sprint, and they would typically devote a few months of messaging to that topic. The messaging for March 2020 aimed at telling customers that their tax refunds go further at Sprint and that they should treat themselves to a new device. This guide posed a layout challenge while trying to fit 13 offers into the inside spread. There was also space devoted to educating the customers on the meaning behind the dots around the store.

Share & Compare Digital Version of Savings Guide

Flipbook Concept

Eventually, they wanted to bring the printed guides’ success to the digital world. I explored solutions for the best way to display the guide on the Share & Compare tablet tool.

I developed three options that tried to mimic the experience of the printed version: (1) a FlipBook, that would display each spread as you would flip through the guide. (2) Portrait Mode, an interface that displays each panel in a portrait orientation as you swipe through the guide. And finally, the (3) PDF Viewer, the chosen option, displays the guide unfolded in the native PDF state and includes controls to zoom in and pan to specific offers.

Portrait Mode Concept

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