This case study walks you through the phases of an integrated marketing campaign for Sprint/Nextel.

One of the biggest challenges of integrated marketing is determining how to incorporate just the right amount of diverse media. An example of the right combination is Sprint/Nextel's cutting-edge campaign to keep mothers engaged. 

The carrier worked with Scripps to develop an integrated program that would meet their TV, mobile and online objectives. They sought to encourage mobile mothers to interact with the Sprint/Nextel brand beyond just making phone calls.

The result was a holiday program that created a grocery list page on users' cell phones. The list featured hard-coded tabs on 1,200 specific recipes that were available to be sent to their grocery list. The program enabled mothers to have a specified grocery list in hand while grocery shopping. Due to its success, the program was renewed for 2006.

In today's session, the two masterminds behind the program will walk you through details of the strategy, execution, visual and measurement components.

Author Bios:
Ted Moon joined Nextel in September 1999 initially to manage all direct marketing efforts of Nextel, including direct mail and direct response print. However, it was an experiment with online marketing upon his arrival that launched a new direction and quickly changed his focus. For the last two years, he has focused exclusively on online marketing, driving leads to various sales channels as well as spearheading the online branding efforts for Nextel. Since the merger uniting Sprint with Nextel, Moon has added media innovations to his online media responsibilities for the new company.

Alison Kennedy joined Scripps Networks in January 2001, as one of a handful of people to work on their interactive websites: HGTV.com, FoodNetwork.com and DIYnetwork.com. Within the span of five years, Kennedy has stepped into the role of NY director of interactive advertising sales, and Scripps Interactive has expanded their business to include FineLiving.com, GACtv.com, HGTVPro.com, two broadband verticals (kitchen & bath) and VOD. Kennedy works with an excellent client roster, including companies such as Sprint who are forging into online and emerging media with creative, integrated and trackable programs. She is also helping to bridge the gap between on-air and online with great convergent programs that are proving to be extremely successful. 

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Presenter: Ted Moon, director, media innovations, Sprint/Nextel; Alison Kennedy, director of NY interactive sales, Scripps Networks

Format: PowerPoint Presentation