Sprint PCS

It’s sometimes challenging if not difficult to demonstrate and clearly communicate a unique selling proposition, but never impossible. To clearly position a new wireless phone service in a hypercompetitive marketplace, Stephen Wayhart led his Sprint PCS marketing team and tied-in with a famous customer and famous event to separate the Sprint PCS brand from the competition in a fun and high impact way. Realizing that the USP of Sprint PCS was phone call clarity, recognizing that Pro Football Hall of Famer and former Pittsburgh Steeler Franco Harris was a customer, that at the time the 25th Anniversary of Franco’s famous catch was going to be celebrated (the #1 most famous in NFL history) and that testimonials are one of the most effective methods of building brands, he effectively pulled together a strong brand building and sales effort. This strategy was so on target that Sprint PCS realized record store traffic and sales.