T-Mobile Flagship

Full-FUNNEL local marketING strategy AND EXECUTION

CHALLENGE

A Flagship Store Deserves a Flagship Strategy

The T-Mobile Signature Store on Chicago's Magnificent Mile sat at the center of one of the Midwest's most commercially and culturally dense corridors. Tourists, commuters, residents from across the city, local small businesses, first responders, and prominent media all moved through its trade area daily. No single message or tactic could reach all of them, and a conventional retail marketing playbook wasn't going to cut it.

What followed was a multi-year integrated marketing program built to match the location's scale and complexity, spanning quarterly planning and customer research through hyper-local in-store programming, live radio remotes, OOH, geofenced digital, street-level activations, and segment-specific community events, often running several simultaneously.

A deliberate pillar of the strategy was aligning the flagship store to flagship Chicago moments. Sponsorships of the Chicago Marathon Health & Fitness Expo, Chicago Auto Show, and Magnificent Mile Lights Festival were secured to position the store as a peer of the city's most iconic annual events, each designed to drive direct traffic while reinforcing T-Mobile's place in Chicago's cultural calendar

STRATEGY & PLANNING

• Authored quarterly marketing plans and annual budget asks, securing funding for a full-channel program across the Mag Mile trade area

• Conducted Zip/BAN analysis and customer insight research to identify highest-opportunity audience segments within the Michigan Avenue corridor

• Developed a "Destination: T-Mobile Mag Mile" positioning strategy establishing the store as a flagship experience, not just a retail location

• Built an integrated channel architecture spanning OOH, geofenced digital, radio, mobile billboard, social, street, and in-store tactics working as a coordinated system

• Designed segment-specific programming calendars for tourists, first responders, military, 55+, multicultural audiences, and local B2B targets

• Managed cross-functional teams and agency relationships across media buying, production, event staffing, and brand ambassador programs

• Tracked performance against KPIs including traffic, activations, port-ins, add-a-lines, and accessory sales

• Built a marketing mentorship program for store-level retail staff, expanding marketing skills and career pathways across the region

EXECUTION HIGHLIGHTS

• Deployed "A Store Built for the Mag Mile" OOH creative across the Michigan Avenue trade area, reinforced by geofenced digital ads and branded mobile billboard trucks circulating the corridor

• Ran sidewalk-level brand ambassador activations and tourist-targeted promotions, converting Mag Mile foot traffic directly into store visits

• Hosted hyper-local in-store events spanning OEM launches, community programming, company town halls, and HQ-extension activations

• Produced live radio remotes including a WLS 890 AM White Sox Pre-Game broadcast, driving real-time foot traffic

• Activated the Magnificent Mile Lights Festival partnership with a "Magenta Moment" light-up giveaway for parade attendees and an in-store holiday movie theater experience

• Launched a Father's Day free haircut and shave activation, organically amplified by T-Mobile CEO John Legere to his national social following

IMPACT

10-20%

Incremental monthly sales driven by in-store events, trade area street team, and tentpole sponsorship programming

5

T-Mobile flagship stores across US adopted in-store programming conceived and developed at Mag Mile

3

Retail employees promoted to marketing roles after completing Mag Mile marketing mentorship program

Motorola WBF

B2B ENTERPRISE SPONSORSHIP ACTIVATION

THE BRIEF

Turn a Global Leadership Summit Into a Product Launch Moment

Motorola held a premier sponsorship of the World Business Forum, a two-city, two-day symposium drawing the world's top executives, statespeople, and thought leaders across New York City and Chicago. The challenge was converting that access into genuine product engagement, moving beyond brand visibility to put the newly launched Motorola Q handset directly into the hands of the C-suite and enterprise decision makers who would actually buy it.

The strategy required building an entirely original experiential concept capable of stopping some of the most time-pressed executives in the world long enough to hold a device, and creating enough word-of-mouth energy to carry the activation beyond its physical footprint.

THE STRATEGIC CONCEPT

The Motorola Shoeshine Emporium

The concept was disarmingly simple: offer busy executives something they actually wanted, a complimentary shoeshine, and use that captive moment to place the Motorola Q directly in their hands. The Shoeshine Emporium became the focal point of each forum's exhibit hall, generating organic buzz, extended dwell time, and word-of-mouth that pulled in attendees who hadn't planned to stop.

"Motorola's onsite shoeshine solution was a huge success. It allowed for a memorable opportunity for attendees to have a hands-on interaction with the latest in technology from Motorola. Kudos to your team for coming up with such a clever experience!"

- Carlos Rohm, Chief Executive Officer, HSM Americas, Inc. (World Business Forum Producer)

VIP PROGRAMMING

Exclusive Access, Designed for Partners

Beyond the exhibit floor, a series of intimate, invitation-only events for Motorola's business partners and guests were produced to provide unprecedented personal access to figures who rarely grant it.

• Chicago: Private Meet & Greet with President Clinton

• Chicago: Invite-Only Luncheon with General Colin Powell

• New York: Exclusive Luncheon with Jack Welch

• New York: Private Meet & Greet with General Colin Powell

IMPACT

3,000

Die-cut Motorola Q print collateral pieces distributed

2,500+

Product Demos (50% of NY attendees / 25% of Chicago)

2,500

“Moto Q” branded shoeshine mitts distributed

STRATEGY & PLANNING

• Experiential Concept Development: Conceived the "Shoeshine Emporium" as an original product demonstration mechanic, turning a high-value convenience into an unbroken engagement window with C-suite executives

• Sponsorship Strategy & Asset Management: Maximized Motorola's premier sponsorship tier to secure logo placement across Radio City Music Hall signage, event print and digital materials, and :30 Motorola Q spots on jumbo on-stage screens

• Custom Environment Fabrication: Designed and procured custom Motorola-branded shoeshine risers, product pedestals, and environmental elements to create a cohesive, premium brand experience

• Product Specialist Training & Staffing: Recruited and managed a specialized staff of certified shoeshine technicians trained as Motorola Q product experts

• Venue Placement & Traffic Flow Strategy: Secured premium footprint positioning at forum entrances and grand staircases to maximize exposure and organic discovery

• VIP Event Logistics & Access Coordination: Negotiated and produced exclusive private events for up to 50 guests, coordinating with high-level security, speaker management teams, and venue operations

• Branded Collateral & Promotional Planning: Developed a full branded collateral suite including die cut Motorola Q print pieces, branded shoeshine mitts, and keepsake photographs, each designed to extend the experience beyond the event floor

• Partner & Channel Guest Management: Coordinated access and exclusive event invitations for key retail and carrier partners including Verizon, T-Mobile, Cingular, Sprint/Nextel, RadioShack, CompUSA, and Brightstar

• Multi-City Operational Scaling: Scaled the full activation framework across two venues (Navy Pier, Chicago and Radio City Music Hall, New York), maintaining brand consistency while adapting footprint, staffing, and logistics to each environment

EXECUTION

• Shoeshine Emporium: Operated across all four event days, with technicians delivering complimentary shines while conducting live Motorola Q demonstrations for captive, seated executives.

• Branded Product Pedestal Demonstrations: Staffed dedicated Q product pedestals for deeper one-on-one exploration, providing a deeper path for executives who wanted more than the shoeshine window demo.

• :30 Motorola Q TV Spot (On-Stage Video Screens): Aired a :30 Motorola Q TV spot on jumbo stage screens at Radio City Music Hall before each keynote, reaching the full 4,200-person audience in a high-attention moment.

• Premier Sponsor Stage Introduction: Leveraged the premier New York sponsorship tier to have Motorola introduce legendary GE CEO Jack Welch to 4,200 attendees, positioning the brand as a peer of the world's most admired companies.

• Collateral Distribution & Retail Traffic Driving: Distributed die-cut Q print pieces driving retail traffic: 1,000 in Chicago (to the Q Experience store on Michigan Avenue) and 2,000 in New York (to the nearest Verizon location).

• Branded Takeaway: Gifted 2,500 branded Moto Q shoeshine mitts across both cities, turning a functional takeaway into a lasting brand touchpoint carried into attendees' homes and offices

• Exclusive Keepsake Photography: Produced branded keepsake photographs for VIP guests, extending the Motorola brand impression into the homes and offices of the nation's most influential business leaders.

• Partner Channel Immersion: Gave carrier and retail partners (Verizon, T-Mobile, Cingular, Sprint/Nextel, RadioShack, CompUSA, Brightstar) direct exposure to the activation alongside enterprise decision-makers, creating a shared proof-of-concept moment for the Q's commercial viability

*Photo resolution enhanced by Gemini