Problem
T-Mobile’s vertical teams in Small Business, Emerging Tech, and Education each needed distinct campaigns to elevate presence, build audience trust, and meet compliance expectations. Internally, departments operated with different timelines, mandates, and external pressures. They needed audience-specific strategy without fragmenting the brand—or overloading internal teams.
Approach
Devon led platform-level strategy across each vertical, delivering:
- Narrative and trust architecture for Magenta Edge (small business/economic equity)
- Messaging systems and thought leadership positioning for 5G HQ (emerging tech)
- A cross-functional strategy for Project 10 Million, aligning marketing, legal, gov affairs, and education teams
While each vertical originally sought campaign-specific support, the strategies delivered became foundational—serving as infrastructure across teams, timelines, and business lines.
Outcomes
- Helped position T-Mobile as the largest student connectivity provider in U.S. history
- Informed $1B+ in ECF funding requests and FCC compliance fulfillment
- Shifted T-Mobile’s voice from feature-selling to trust-building—resulting in a 71% increase in brand affinity, 95% new lead generation, and engagement rates 75% above forecast benchmarks, reaching a combined audience of over 170 million
- Created internal alignment between marketing, legal, policy, and audience teams across verticals
- Strategy continued to perform even when platforms were paused or restructured