t mobile final pdf
TRANSCRIPT
Presented by IVORY Public Relations
Table Of Contents
Presentation Team Members 2 Agenda 3 Mission Statement 4 Client Analysis 5 SWOT Analysis 8 Objectives 9 Event #1 Explanation 13 Talent Outreach 16 Event #1 Budget 20 Target Outlets 21 Event #2 Explanation 22 Celebrity Outreach 24 Target Outlets 26 Event #2 Budget 27 Timeline 28 Return On Investment 29
Writing Samples • Company Backgrounder • Media Alert- “T-Mobile Summer Kick-Off
Event” • Media Alert- “T-Mobile Scavenger Hunt” • Press Release- “ESPY Pre-Party Ticket Raffle”
• Press Release- “ESPY Pre-Party at the LA Live
ESPN Zone” • Press Release- “T-Mobile Announces New
Influencer Outreach Program Press Release- “T-Mobile Launching a Customer Service Blog”
Our Team
Ashlee Barone Talent
Julia Kaplan Brand Marketing
Austin Schulman Brand Marketing
Brin Segal Brand Communications
Megan Tucker Television
2
Agenda
• About Ivory PR
• Client Analysis
• SWOT Analysis
• Objectives, Strategies and Tactics
• Event Plan #1
• Event Plan #2
• Timeline
• Return on Investment
3
Mission Statement
We are experts in…
Creating images that will inspire consumers
Establishing a brand within the desired marketplace
Fostering relationships with consumers in order to create buzz around a brand
4
Client Analysis
Structure of Stores and Management: • T-Mobile, formerly known as
VoiceStream Wireless, was started in 1994 in Bellevue, Washington until changing its name to T-Mobile USA in 2002. T-Mobile is now the 4th largest wireless carrier in the United States with coverage reaching 34 million subscribers.
• T-Mobile International AG is currently
a mobile-communications holding company and subsidiary of Deutsche Telekom. In May 2013, T-Mobile USA merged with MetroPCS Communications creating T-Mobile US. T-Mobile currently has 36,000 employees who are committed to “helping its 34 million subscribers stick together with people who make your life come alive.”
5
Client Analysis
Demographics: • T-Mobile’s key public is
mainly comprised of family-oriented customers who are drawn to the company’s affordable family plans that still offer a variety of products, whether it be the latest cellphone for children to the Blackberry for working parents.
• With the addition of T-Mobile @Home in 2009 and the MyFaves signature plan, T-Mobile is known to its customers for providing full-service family packages.
6
Client Analysis
Competitors: • Through research we have determined T-
Mobile’s competitors to be Verizon, AT&T, and Sprint.
• Reasons that these wireless carriers are succeeding include best coverage, technological advancements, and customer satisfaction
7
SWOT Analysis
Strengths
- 4th largest Carrier
- Leading the switch from 3G to 4G Coverage
- One of the least expensive wireless providers
Weaknesses -Complaints of network qualities issues in 3G coverage
-Complaints of poor customer service -Still seen as sub-par to Verizon, AT&T, and Sprint
-One of the last providers to pick-up advancements in technology and new phones on the market
Opportunities -Branding itself as the leading 4G-coverage provider
-Growth of Wi-Fi enabled tablets
Threats
-Consumers are reluctant to switch from their current provider
-Market influence in brand perception
.
8
Objective #1: Increase Brand Awareness by 30%
Strategy #1:
Create an influencer outreach program (unlike the T-Mobile Elite Program) that will generate buzz about T-Mobile among pop culture
• Tactic #1:
Celebrities will act as brand ambassadors and encourage consumer interest in T-Mobile
• Tactic #2:
The casing of each phone will have a T-Mobile logo large enough to be visible to a passer-by
• Tactic #3:
Celebrity influencer will be present at one or more T-Mobile events a year
9
Objective #1: Increase Brand Awareness by 30%
Strategy #2:
Create a social media campaign that will encourage our customers to engage with the T-Mobile community
• Tactic #1:
o Implement a scavenger hunt in which T-Mobile will tweet out a task of the day for a 1-week period
• Tactic #2:
o Customers who complete all tasks will automatically receive 10% off their plan for the next month as well as a entry into the raffle for a ticket to the ESPYs
• Tactic #3:
o After the scavenger hunt ends, T-Mobile will continue send out social media blasts for additional giveaways, rewards, and promotions
10
Objective #2: Increase customer satisfaction by 2-ranking points by 2015
Strategy #1:
Establish a dialogue between T-Mobile and its customers
• Tactic #1:
o Create an interactive/integrated blog in which T-Mobile will make weekly blog postings about various topics to engage in two-way communication with customers
• Tactic #2:
o The blog will have a discussion board function for customers to ask question
• Tactic #3:
o All responses to blog postings as well as discussion board questions will be answered by the T-Mobile customer service department within a 24hr. period
11
Strategy #2:
Personally engage with customers to make sure they fully understand the features that our service provides
• Tactic #1:
o When a customer extends/signs their contract they will receive a free, 1hr. one-on-one session with a T-Mobile techie
• Tactic #2
o Customers will be able to ask questions regarding T-Mobile plans and services as well as function of the mobile device or tablet
Objective #2: Increase customer satisfaction by 2-ranking points by 2015
12
Event #1: “T-Mobile Summer KICK-Off” Objective: To expand brand awareness to a wider range of the American public by hosting a 1-day public event.
Strategy #1: Attract new consumers to T-Mobile Summer KICK-Off through multiple media outlets across the country
• Tactic #1:
o Host the event at 4 major T-Mobile store locations:
» Los Angeles
» Chicago
» New York
» Miami
• Tactic #2:
o Enlist well-known radio DJs in each city to broadcast the event on their radio shows for maximum outreach to the public
• Tactic #3:
o Use T-Mobile’s social media sites to publicize event (i.e. Twitter, Instagram, etc.)
o Use the celebrities that will attend the event to promote on their social media sites
13
Objective: To expand brand awareness to a wider range of the American public by hosting a 1-day public event.
Strategy #2: Provide the general public with various incentives to attend the event.
• Tactic #1:
o Raffle off the chance to win 2 tickets (per location) to attend the T-Mobile ESPYS’ Pre-Party on July 9, 2014 in Los Angeles, CA.
o Create short survey for guests to fill out in order to receive a raffle ticket
o Utilize survey to measure how event impacted brand awareness to the American public.
• Tactic #2:
o Enlist well-known celebrities/sports stars to attend the event at the four different locations.
» Kylie Jenner- LA Location
» Chris Bosh- Miami Location
» Ashley Benson- Chicago Location
» Derek Jeter- New York Location
o Each celebrity will announce the winner of the raffle and have a meet and greet with fans
Event #1: “T-Mobile Summer KICK-Off”
14
Event #1: “T-Mobile Summer KICK-Off”
Objective: To expand brand awareness to a wider range of the American public by hosting a 1-day public event.
Strategy #2: Provide the general public with various incentives to attend the event.
• Tactic #3:
o Install photobooth where customers can tweet or instagram photo using the hashtag: #TMobileSummer
• Tactic #4:
o Due to popularity of World Cup 2014, incorporate soccer-inspired contests where customers can win various T-Mobile prizes, such as T-shirts, hats, phone accessories, and discounts.
15
“T-Mobile Summer KICK-Off” Location #1: LA
2510 S Figueroa Street Ste H Los Angeles, CA 90007
213-745-8683
Talent Outreach:
Kylie Jenner
Reality Television Star Facebook Likes: 1.1 Million
Twitter Followers: 4,350,265 Instagram Followers: 5,237,444
16
“T-Mobile Summer KICK-Off” Location #1: Chicago
Talent Outreach:
Ashley Benson Actress
Facebook Likes: 1,285,877 Twitter Followers: 2,074,730
Instagram Followers:2,396,879
146 South Halsted Street Chicago, Illinois 60661
312-733-9048
17
“T-Mobile Summer KICK-Off” Location #1: Miami
Talent Outreach:
Chris Bosh Professional Basket Ball Player
Facebook Likes: 1,078,044 Twitter Followers: 1,224,921
Instagram Followers: 438,000
1203 NE 163rd St. #101 North Miami Beach, FL 33162
305-944-8809
18
“T-Mobile Summer KICK-Off” Location #1: NYC
125 Maiden Lane New York, NY 10038
212-514-8412
Derek Jeter Professional Baseball Player Facebook Likes: 1,944,919 Twitter Followers: 62,002
Talent Outreach:
19
“T-Mobile Summer KICK-Off” Event Total
Budget
$135,000
$12,500 $5,000
$40,000 $5,100
$24,000
$40,000
$20,000
Talent
DJ
Photobooth
Equipment For Games
Event Photographer
Food Truck
T-Mobile Prizes
Décor
Total Cost: $281,600 **No cost for Venue because it is at T-Mobile
Stores **Estimated per Location
20
Target Outlets
Los Angeles New York
Chicago Miami
21
Event # 2: ESPYS “Pink Carpet” Pre-Party
Objective: To broaden T-Mobile’s consumer outreach and infiltrate another market within the industry
Strategy: Establish new connections with leading celebrity influencers within the entertainment and sports industries
• Tactic #1: Host Pre-Party for ESPN’s ESPY Awards at the ESPN Zone at LA Live
• Tactic #2: Bring on a leading member of the Sports World to co-host the event
• Tactic # 3: Invite A-list celebrities that will be attending the ESPY Awards, as well as top athletes
• Tactic # 4: Give out invitations to be a part of T-Mobile’s recently announced influencer outreach program
22
ESPYS “Pink Carpet” Pre-Party Location
ESPN Zone at LA Live
•Located directly next to the entrance of the ESPY Awards Red Carpet at Nokia Theater
23
Celebrity Outreach - Espy Pre-Party “Pink Carpet Event”
Olivia Munn Malin Akerman Selena Gomez
Henry Cavill Chris Hemsworth Andrew Garfield
24
Talent Outreach - Espy Pre-Party “Pink Carpet Event”
LeBron James Serena Williams Michael Phelps
Chris Bosh Danica Patrick Gabby Douglas
Dwayne Wade Derek Jeter Maria Sharapova 25
Target Outlets
26
ESPYS “Pink Carpet” Pre-Party: Budget
$500,000
$100,000
$30,000
$15,000 $20,000
Talent
Venue
Food/Drinks
Pink Carpet Set Up
Staff
Total Cost: $665,000 **Estimated cost, may vary depending on talent, etc. 27
Timeline
May 25th – Customer Service Blog Launches
June 1st – Scavenger Hunt Starts
June 7th – Summer KICK-Off Events in 4 Select Cities
July 9th – ESPYS “Pink Carpet” Pre-Party
July 1st - Influencer Outreach Program Begins
May 31st - T-Mobile Twitter Blasts
June 15th – Free 1 Hour One-on-One Session with T-Mobile “Techie” Begins
28
Return on Investment
• Though we cannot speak to the actual increase in sales, we can predict that if T-Mobile adheres to this plan they can expect an increase in brand sentiment.
• This increase in brand sentiment will in turn lead to satisfied customers who will not only maintain loyalty to T-Mobile, but encourage their friends and family to use T-Mobile as their wireless carrier.
• This progressive marketing strategy will allow T-Mobile the opportunity to become the leading wireless carrier.
29
Co
nta
ct: A
shle
e B
aro
ne
I
vory
PR
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ory
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on
beh
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ile
31
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ne
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ly 9
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01
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e a
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le t
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tten
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ust
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mp
lete
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urv
ey a
t th
e T
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bil
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mm
er K
ICK
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ev
ent.
Win
ner
s w
ill b
e an
no
un
ced
at
the
end
of
the
even
t at
6 P
M.
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wan
ted
to
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ow
ou
r ap
pre
ciat
ion
fo
r o
ur
cust
om
ers,
an
d g
ive
them
a c
han
ce t
o
exp
erie
nce
a V
IP n
igh
t,”
said
Mik
e Si
ever
t, C
MO
of
T-M
ob
ile.
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his
pro
mo
tio
n a
llo
ws
us
to
exp
and
th
e T
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bil
e b
ran
d im
age
to a
wid
er a
ud
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ce, a
nd
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n i
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rmat
ion
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t o
ur
dem
ogr
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ic, b
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tili
zin
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e su
rvey
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d c
reat
ing
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nce
nti
ve f
or
con
sum
ers
to a
tten
d t
he
Sum
mer
KIC
K-O
ff e
ven
t.”
Th
e T
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bil
e su
rvey
wil
l ask
s q
ues
tio
ns
abo
ut
the
ind
ivid
ual
reg
ard
ing
age,
ser
vice
car
rier
, cu
rren
t p
ho
ne,
an
d t
he
imp
act
the
Sum
mer
KIC
K-O
ff e
ven
t h
ad o
n t
hem
sta
yin
g w
ith
th
eir
curr
ent
serv
ice
pro
vid
er. T
he
surv
ey w
ill a
ct a
s en
try
into
th
e ra
ffle
co
nte
st t
o r
ecei
ve
2
tick
ets
to a
tten
d t
he
T-M
ob
ile
ESP
YS
pre
-par
ty. O
ne
win
ner
per
eve
nt
loca
tio
n w
ill b
e an
no
un
ced
at
the
end
of
the
Su
mm
er K
ICK
-Off
ev
ent.
Eac
h w
inn
er w
ill b
e aw
ard
ed w
ith
no
t o
nly
2 t
ick
ets
to t
he
pre
-par
ty, b
ut
pla
ne
tick
ets
to L
os
An
gele
s, h
ote
l acc
om
mo
dat
ion
s, a
nd
V
IP p
amp
erin
g tr
eatm
ent
bef
ore
th
e p
arty
. Gu
ests
mu
st b
e 1
6 y
ears
or
old
er t
o e
nte
r ra
ffle
. T
he
T-M
ob
ile
ESP
YS
pre
-par
ty w
ill p
lay
ho
st t
o n
um
ero
us
spo
rts
and
en
tert
ain
men
t st
ars,
su
ch a
s K
ob
e B
ryan
t, L
and
on
Do
no
van
, Ser
ena
Wil
liam
s, a
nd
man
y, m
any
mo
re. T
he
win
ner
s w
ill w
alk
th
e re
d c
arp
et u
po
n a
rriv
al a
nd
wil
l be
able
to
en
joy
app
etiz
ers
and
co
ckta
ils,
if 2
1 y
ears
or
old
er.
Ivo
ry P
R is
a L
os
An
gel
es-
ba
sed
pu
bli
c re
lati
on
s a
nd
ma
rket
ing
ag
ency
th
at
hel
ps
bra
nd
s es
tab
lish
th
emse
lves
in
the
ma
rket
pla
ce a
nd
lea
ve a
last
ing
, po
siti
ve im
ag
e. W
e p
rid
e o
urs
elve
s o
n f
ost
erin
g r
ela
tio
nsh
ips
wit
h
con
sum
ers
an
d d
rivi
ng
bu
zz t
o o
ur
clie
nts
. A
t Iv
ory
PR
we
pu
sh b
eyo
nd
th
e ex
pec
tati
on
to
rea
ch t
he
per
son
al
go
als
of
each
cli
ent
we
wo
rk w
ith
. In
tell
ectu
al c
uri
osi
ty a
nd
bo
ld t
hin
kin
g g
uid
e o
ur
tea
m t
o a
lwa
ys s
triv
e fo
r th
e b
est.
#
##
Co
nta
ct: A
shle
e B
aro
ne
I
vory
PR
31
0-8
40
-50
00
****
**M
edia
Ale
rt**
****
T
-MO
BIL
E H
OST
S E
SPY
S P
RE
-PA
RT
Y A
T T
HE
LA
LIV
E E
SPN
ZO
NE
ESP
Y A
WA
RD
S T
AK
E P
LA
CE
AT
TH
E N
OK
IA T
HE
AT
ER
ON
JU
LY
9, 2
01
4
WE
DN
ES
DA
Y, J
UL
Y 9
, 20
14
– 4
:00
PM
WH
O:
Ath
lete
s, m
usi
c ta
len
t, f
ilm
sta
rs, a
nd
tel
evis
ion
sta
rs.
In
vit
ed g
ues
ts i
ncl
ud
e:
WH
AT
: T
-Mo
bil
e w
ill b
e h
ost
ing
a p
re-p
arty
to
cel
ebra
te t
he
ESP
Y A
war
ds
on
Ju
ly 9
th,
20
14
. T
he
par
ty w
ill t
ak
e p
lace
at
Th
e E
SPN
Zo
ne
at L
A L
ive,
rig
ht
nex
t to
th
e N
ok
ia T
hea
ter.
In
vit
ed g
ues
ts w
ith
in t
he
spo
rt a
nd
en
tert
ain
men
t in
du
stri
es
wil
l be
able
to
en
joy
del
icio
us
app
etiz
ers
and
dri
nk
s in
sid
e T
he
ESP
N Z
on
e p
rio
r to
th
e aw
ard
sh
ow
. A
red
car
pet
wil
l be
hel
d o
uts
ide
Th
e E
SPN
Zo
ne
for
pre
ss t
o t
ake
pic
ture
s an
d in
terv
iew
gu
ests
as
they
arr
ive.
W
HE
N:
July
9, 2
01
4-
3
:00
PM
- P
ress
Ca
ll T
ime
4
:00
PM
- A
rriv
als
6
:00
PM
- E
SP
YS
be
gin
W
HE
RE
: T
he
ES
PN
Zo
ne
- L
A L
ive
10
11
S F
igu
ero
a S
t. B
10
1
Lo
s A
nge
les,
CA
90
01
5
(21
3)
76
5-7
07
0
RS
VP
: F
or
mo
re i
nfo
rmat
ion
or
to r
equ
est
med
ia c
red
enti
als
to c
ov
er t
his
ev
ent,
A
shle
e B
aro
ne
of
Ivo
ry P
R a
t 3
10
-84
0-5
00
0 o
r at
A
shle
e.B
aro
ne@
ivo
ryp
r.co
m #
##
Bri
n S
egal
Acc
ou
nt
Exe
cuti
ve, I
vory
PR
Ba
ckg
rou
nd
er
Fe
atu
red
Se
ctio
ns
Ove
rvie
w
His
tory
Cu
sto
mer
s
Th
e P
ack
ages
Em
plo
yees
Hea
dq
uar
ters
Exe
cuti
ve L
ead
ersh
ip
Bo
ard
of
Dir
ecto
rs
Ov
erv
iew
:
T-M
ob
ile
is a
lead
ing
wir
eles
s ca
rrie
r fo
r u
se b
y m
ob
ile
dev
ices
an
d t
able
ts t
hat
is c
om
mit
ted
to
p
rovi
din
g cu
sto
mer
s w
ith
rel
iab
le w
irel
ess
cove
rage
th
at a
llo
w y
ou
to
sti
ck t
oge
ther
wit
h t
he
peo
ple
wh
o m
atte
r m
ost
.
In t
od
ay’s
hig
hly
tec
hn
olo
gica
l wo
rld
, we
real
ize
that
mo
bil
e d
evic
es a
re u
sed
fo
r m
ore
th
an ju
st
talk
ing
on
th
e p
ho
ne-
th
ey a
llo
w p
eop
le t
o c
om
mu
nic
ate
wit
h o
ne
ano
ther
th
rou
gh v
ideo
m
essa
gin
g, t
ext
mes
sagi
ng,
e-m
ail,
and
ph
oto
s.
T-M
ob
ile
stri
ves
to c
on
tin
ual
ly h
eigh
ten
its
net
wo
rk c
ov
erag
e q
ual
ity
in o
rder
to
bes
t p
rovi
de
serv
ice
to o
ur
cust
om
ers.
T-M
ob
ile
focu
ses
on
its
mo
bil
e se
rvic
es, n
etw
ork
co
vera
ge, o
ver
all
exp
erie
nce
an
d f
lexi
bil
ity
in o
rder
to
en
sure
th
at c
ust
om
ers
are
able
to
His
tory
:
“Bas
ed in
Bel
lev
ue,
Was
h.,
T-M
ob
ile
USA
, In
c. is
a m
emb
er o
f th
e T
-Mo
bil
e In
tern
atio
nal
gro
up
, th
e m
ob
ile
tele
com
mu
nic
atio
ns
sub
sid
iary
of
Deu
tsch
e T
elek
om
. T-M
ob
ile
op
erat
es a
nat
ion
al a
ll
dig
ital
vo
ice
and
dat
a n
etw
ork
bas
ed o
n a
sin
gle
GSM
/GP
RS
19
00
tec
hn
olo
gy s
tan
dar
d. I
n a
dd
itio
n,
T-M
ob
ile
op
erat
es t
he
larg
est
carr
ier
ow
ned
Wi-
Fi (
80
2.1
1b
) w
irel
ess
bro
adb
and
(W
LA
N)
net
wo
rk
in t
he
cou
ntr
y, a
vail
able
in m
ore
th
an 2
,30
0 p
ub
lic
acce
ss lo
cati
on
s in
clu
din
g St
arb
uck
s co
ffee
ho
use
s, B
ord
ers
Bo
ok
s an
d M
usi
c, a
irp
ort
s an
d A
mer
ican
Air
lin
es A
dm
iral
s C
lub
s. T
-Mo
bil
e is
co
mm
itte
d t
o p
rov
idin
g th
e b
est
val
ue
in w
irel
ess
serv
ice
thro
ugh
its
GE
T M
OR
E®
pro
mis
e to
pro
vid
e cu
sto
mer
s w
ith
mo
re m
inu
tes,
mo
re f
eatu
res
and
mo
re s
ervi
ce t
han
an
y o
ther
wir
eles
s p
rovi
der
. Fo
r m
ore
info
rmat
ion
, vis
it t
he
com
pan
y w
eb s
ite
at w
ww
.t-m
ob
ile.
com
.
T-M
ob
ile
mad
e it
s d
ebu
t in
th
e U
nit
ed S
tate
s in
Ju
ly 2
00
2, c
ho
osi
ng
Cal
ifo
rnia
an
d N
evad
a as
th
e fi
rst
mar
ket
s in
th
e co
un
try
to la
un
ch it
s w
irel
ess
voic
e an
d d
ata
serv
ices
un
der
th
e gl
ob
al b
ran
d
nam
e T
-Mo
bil
e. T
he
com
pan
y su
cces
sfu
lly
tra
nsi
tio
ned
its
Vo
iceS
trea
m W
irel
ess
bra
nd
in it
s re
mai
nin
g m
ark
ets
in S
epte
mb
er 2
00
2 a
nd
no
w o
per
ates
exc
lusi
vely
un
der
th
e T
-Mo
bil
e b
ran
d
nam
e in
46
of
the
top
50
U.S
. mar
ket
s, r
each
ing
mo
re t
han
24
5 m
illi
on
peo
ple
in
clu
din
g ro
amin
g an
d o
ther
agr
eem
ents
. T
-Mo
bil
e U
SA a
nd
its
affi
liat
es h
ave
lice
nse
s to
pro
vid
e se
rvic
e to
95
pe
rcen
t o
f th
e U
.S. p
op
ula
tio
n.”
Cu
sto
me
rs:
Mo
re t
han
34
mil
lio
n s
ub
scri
ber
s u
se s
ervi
ces
pro
vid
ed b
y T
-Mo
bil
e. L
arge
co
rpo
rati
on
s, s
mal
l b
usi
nes
ses
and
ind
ivid
ual
s p
lace
th
eir
con
fid
ence
in T
-Mo
bil
e to
en
sure
th
at t
hey
are
ab
le s
tay
in
tou
ch w
ith
th
ose
aro
un
d t
hem
. Th
ey c
ou
nt
on
T-M
ob
ile
to p
rov
ide
wir
eles
s co
ver
age
for
vid
eo,
mes
sage
an
d t
elec
om
mu
nic
atio
ns
in t
od
ay’s
dig
ital
lan
dsc
ape.
Th
e P
ack
ag
es:
T-M
ob
ile
has
dev
elo
ped
a c
om
ple
te p
ort
foli
o o
f va
rio
us
cov
erag
e p
lan
s to
hel
p s
atis
fy o
ur
div
erse
cu
sto
mer
bas
e. S
om
e o
f o
ur
core
co
ver
age
pla
ns
incl
ud
e:
Cel
l Ph
on
e P
lan
s o
Si
mp
le C
ho
ice
Pla
n: U
nli
mit
ed T
alk
+ T
ext
Ind
ivid
ual
an
d F
amil
y P
lan
(U
p t
o 5
L
ines
)
50
0 M
B
2 G
B
Un
lim
ited
Mo
bil
e In
tern
et P
lan
s o
O
vera
ge-F
ree
Mo
bil
e In
tern
et
50
0 M
B
2 G
B
4G
B
6G
B
8G
B
10
GB
12
GB
o
P
ay I
n A
dva
nce
Mo
bil
e In
tern
et P
asse
s
Wee
k P
ass-
30
0 M
B
Mo
nth
Pas
s- 1
.5 G
B
Mo
nth
Pas
s- 3
.5 G
B
Mo
nth
Pas
s- 5
GB
Em
plo
ye
es:
T
-Mo
bil
e h
as a
pp
roxi
mat
ely
36
,00
0 e
mp
loy
ees
He
ad
qu
art
ers
:
Bel
lev
ue,
Was
hin
gto
n
Ex
ecu
tiv
e L
ea
de
rsh
ip:
Ch
ief
Exe
cuti
ve O
ffic
er: J
oh
n J
. Leg
ere
Ch
ief
Fin
anci
al O
ffic
er: J
. Bra
xto
n C
arte
r II
C
hie
f O
per
atin
g O
ffic
er: J
ames
All
ing
Ch
ief
Tec
hn
olo
gy O
ffic
er: N
evil
le R
ay
Bo
ard
of
Dir
ect
ors
: C
hai
rman
: Tim
oth
eus
Ho
ttge
s W
Mic
hae
l Bar
nes
Sr
ikan
t M
. Dat
ar
Law
ren
ce H
. Gu
ffey
R
aph
ael K
ub
ler
Th
ors
ten
Lan
ghei
m
Joh
n J
. Leg
ere
Ren
e O
ber
man
n
Jam
es N
. Per
ry, J
r.
Ter
esa
A. T
aylo
r K
elvi
n R
. Wes
tbro
ok
*C
om
pan
y h
isto
ry r
etri
eved
fro
m T
-Mo
bil
e co
mp
any
web
site
FO
R I
MM
ED
IAT
E R
EL
EA
SE
:
Ju
lia
Kap
lan
A
cco
un
t E
xecu
tive
Iv
ory
PR
(4
15
) 6
86
-14
28
J
uli
a.k
apla
n@
ivo
ryp
r.co
m
T-M
OB
ILE
AN
NO
UC
ES
NE
W I
NF
LU
EN
CE
R O
UT
RE
AC
H P
RO
GR
AM
New
Pro
gram
Tar
gete
d T
ow
ard
s R
aisi
ng
T-M
ob
ile
Bra
nd
Aw
aren
ess
Lo
s A
nge
les,
CA
., (J
uly
1st
, 20
13
) –
Th
is J
uly
T-M
ob
ile
is la
un
chin
g a
new
ou
trea
ch p
rogr
am a
cro
ss
the
Un
ited
Sta
tes.
By
bri
ngi
ng
on
cel
ebri
ties
an
d o
ther
infl
uen
cers
wit
hin
th
e en
tert
ain
men
t in
du
stry
, T-M
ob
ile
pla
ns
to e
xpan
d b
ran
d a
war
enes
s o
f T
-Mo
bil
e as
a le
adin
g 4
G n
etw
ork
.
Th
ese
infl
uen
cers
wit
hin
th
e en
tert
ain
men
t in
du
stry
wil
l be
invi
ted
to
bec
om
e a
par
t o
f th
is
ou
trea
ch p
rogr
am a
nd
by
join
ing
they
wil
l be
rece
ivin
g th
eir
cho
ice
of
T-M
ob
ile
carr
ied
sm
art
ph
on
e, a
lon
g w
ith
a f
ree
T-M
ob
ile
un
lim
ited
pla
n. A
s p
art
of
T-M
ob
ile’
s p
lan
to
get
th
e b
ran
d’s
nam
e n
oti
ced
by
the
gen
eral
pu
bli
c, t
he
mem
ber
s’ w
ill b
e gi
ven
ph
on
e ca
ses
wit
h t
he
T-M
ob
ile
logo
on
it.
Th
e in
flu
ence
r o
utr
each
pro
gram
is b
ein
g cr
eate
d o
n t
he
pla
tfo
rm t
hat
by
targ
etin
g sp
ecif
ic
infl
uen
cers
, in
tu
rn b
uzz
wil
l be
gen
erat
ed a
bo
ut
T-M
ob
ile
amo
ng
po
pu
lar
cult
ure
wit
hin
so
ciet
y.
“We
bel
iev
e th
at b
y im
ple
men
tin
g th
is n
ew in
flu
ence
r o
utr
each
pro
gram
, T-M
ob
ile
wil
l be
exp
and
ing
thei
r re
ach
to
a w
ider
tar
get
mar
ket
,” s
aid
T-M
ob
ile
US
A C
hie
f M
ark
etin
g O
ffic
er, M
ich
ael
Siev
ert.
Th
e in
flu
ence
rs t
hat
wil
l be
inv
ited
to
join
th
is p
rogr
am w
ill a
ct a
s b
ran
d a
mb
assa
do
rs b
y en
cou
ragi
ng
con
sum
er in
tere
st in
T-M
ob
ile.
Wh
ile
they
are
no
t b
ein
g p
aid
to
be
T-M
ob
ile
bra
nd
am
bas
sad
ors
, th
e in
cen
tive
is t
hat
th
ey w
ill r
ecei
ve u
pd
ates
as
soo
n a
s n
ew p
ho
nes
co
me
ou
t an
d
wil
l rec
eive
mo
re f
ree
gift
s, s
uch
as
tab
lets
, etc
. dep
end
ant
up
on
ho
w m
uch
th
ey a
re g
etti
ng
the
T-
Mo
bil
e b
ran
d n
ame
ou
t in
to t
he
pu
bli
c ey
e.
In a
dd
itio
n, a
no
ther
req
ues
t th
at T
-Mo
bil
e h
as f
or
its
ou
trea
ch p
rogr
am m
emb
ers
is t
hat
th
ey w
ill
be
pre
sen
t at
on
e o
f m
ore
T-M
ob
ile
even
t p
er y
ear.
In
20
14
th
at c
ou
ld m
ean
th
at t
hey
mak
e a
surp
rise
ap
pea
ran
ce a
t an
y o
f th
e K
ICK
-Off
ev
ents
or
atte
nd
th
e E
SPY
S “P
ink
Car
pet
” P
re-P
arty
p
rio
r to
att
end
ing
the
ESP
Y A
war
ds.
Th
is p
rogr
am a
ims
to g
row
th
e T
-Mo
bil
e fa
mil
y s
pec
ific
ally
tar
geti
ng
you
ng
adu
lts
thro
ugh
rea
chin
g o
ut
to t
he
mo
st u
p a
nd
co
min
g ce
leb
riti
es a
nd
ath
lete
s o
f th
at y
ear.
Ivo
ry P
R is
a L
os
An
gel
es-
ba
sed
pu
bli
c re
lati
on
s a
nd
ma
rket
ing
ag
ency
th
at
hel
ps
bra
nd
s es
tab
lish
th
emse
lves
in
the
ma
rket
pla
ce a
nd
lea
ve a
last
ing
, po
siti
ve im
ag
e. W
e p
rid
e o
urs
elve
s o
n f
ost
erin
g r
ela
tio
nsh
ips
wit
h
con
sum
ers
an
d d
rivi
ng
bu
zz t
o o
ur
clie
nts
. A
t Iv
ory
PR
we
pu
sh b
eyo
nd
th
e ex
pec
tati
on
to
rea
ch t
he
per
son
al
go
als
of
each
cli
ent
we
wo
rk w
ith
. In
tell
ectu
al c
uri
osi
ty a
nd
bo
ld t
hin
kin
g g
uid
e o
ur
tea
m t
o a
lwa
ys s
triv
e fo
r th
e b
est.
FO
R I
MM
ED
IAT
E R
EL
EA
SE
:
M
egan
Tu
cker
A
cco
un
t D
irec
tor
Ivo
ry P
R
(81
8)-
20
7-8
71
4
Meg
an.T
uck
er@
ivo
ryp
r.co
m
Pre
ss R
ele
ase
T-M
ob
ile
la
un
chin
g a
cu
sto
me
r se
rvic
e b
log
LO
S A
NG
EL
ES
– T
-Mo
bil
e an
no
un
ced
th
e u
pco
min
g cu
sto
mer
ser
vice
blo
g la
un
ch h
app
enin
g o
nli
ne
on
May
25
, 20
14
. D
esig
ned
to
cre
ate
a d
ialo
g b
etw
een
T-M
ob
ile
and
its
cust
om
ers,
th
e b
log
wil
l p
ost
fre
qu
entl
y w
ith
rel
evan
t in
form
atio
n a
nd
dis
cuss
ion
s to
T-M
ob
ile’
s au
die
nce
. E
ach
wee
k a
t le
ast
on
e n
ew p
ost
wil
l in
form
T-M
ob
ile
use
rs a
nd
po
ten
tial
use
rs a
bo
ut
the
feat
ure
s o
f p
lan
s,
ph
on
es a
nd
ser
vice
. A
dis
cuss
ion
bo
ard
fu
nct
ion
wil
l all
ow
use
rs t
o a
sk q
ue
stio
ns
and
sp
eak
fu
rth
er
abo
ut
any
qu
esti
on
s o
r co
nce
rns
they
hav
e. A
ll r
esp
on
ses
wil
l be
met
wit
h a
n a
nsw
er w
ith
in 2
4
ho
urs
to
en
sure
rel
iab
ilit
y o
f T
-Mo
bil
e st
aff.
“At
T-M
ob
ile,
we
wan
t yo
u t
o g
et t
o k
no
w y
ou
r p
ho
ne
and
its
fun
ctio
n, n
ot
just
th
e d
eals
we
off
er.
Th
is b
log
wil
l ho
pef
ull
y b
rin
g u
s cl
ose
r w
ith
use
rs t
o e
nsu
re c
ust
om
er s
atis
fact
ion
,” s
aid
Nig
el
Th
om
as, c
ust
om
er s
ervi
ce d
irec
tor
of
T-M
ob
ile.
Th
e T
-Mo
bil
e b
log
wil
l be
run
by
the
enti
re c
ust
om
er s
ervi
ce d
epar
tmen
t. U
sers
wil
l hea
r fr
om
d
irec
tors
, ass
ista
nts
an
d o
uts
ide
exp
erts
. T
op
ics
are
wil
l var
y d
epen
din
g o
n t
he
nee
ds
and
re
spo
nse
, ho
wev
er t
he
lau
nch
wil
l in
clu
de
the
foll
ow
ing:
a d
iscu
ssio
n b
oar
d a
bo
ut
fam
ily
pla
ns,
a
tuto
rial
on
res
tori
ng
con
tact
info
rmat
ion
an
d a
tes
tim
on
ial f
rom
a f
ew o
f o
ur
use
rs.
Ivo
ry P
R is
a L
os
An
gel
es-
ba
sed
pu
bli
c re
lati
on
s a
nd
ma
rket
ing
ag
ency
th
at
hel
ps
bra
nd
s es
tab
lish
th
emse
lves
in
the
ma
rket
pla
ce a
nd
lea
ve a
last
ing
, po
siti
ve im
ag
e. W
e p
rid
e o
urs
elve
s o
n f
ost
erin
g r
ela
tio
nsh
ips
wit
h
con
sum
ers
an
d d
rivi
ng
bu
zz t
o o
ur
clie
nts
. A
t Iv
ory
PR
we
pu
sh b
eyo
nd
th
e ex
pec
tati
on
to
rea
ch t
he
per
son
al
go
als
of
each
cli
ent
we
wo
rk w
ith
. In
tell
ectu
al c
uri
osi
ty a
nd
bo
ld t
hin
kin
g g
uid
e o
ur
tea
m t
o a
lwa
ys s
triv
e fo
r th
e b
est.
##
#