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.