- The Scenario
- In 2019-2021, T-Mobile for Business found itself aspiring to build affinity with the American business community in an era draped in innovation as well as socioeconomic unrest.
- The Solution
- Devon led the strategic development of T-Mobile’s first ever educational content and programming platforms where respective audiences can learn through thought leadership editorial, live/on-demand workshops, and documentary series’ profiling entrepreneurs and executives.
- 5G HQ is T-Mobile’s digital hub for educational material related to how 5G technology powered artificial intelligence, extended reality, and IoT technologies will impact industries ranging from manufacturing to healthcare.
- Magenta Edge is T-Mobile’s destination for multicultural small business education. Teaching business owners and entrepreneurs tangible tips and best practices for securing funding, scaling, tax preparation, effective marketing, and more.
- Streams of Work
- Integrated Marketing Strategy & Planning
- Platform Strategy
- Communications & Partnership Strategy
- Content Strategy
- Experiential Strategy
- Social Media Strategy
- Creative Development
- Talent Casting
- Copywriting
- Script Writing & Development
- Line Editing
- Integrated Marketing Strategy & Planning
Results
| Brand Affinity | Customer Leads | Earned Media | Content Engagement | Social Impact |
| 71% lift in brand affinity | 95% new customer leads | 39M in audience reach | 82% engaged visitor rate (75% above forecast | Over $250k in funds distributed to marginalized business owners |
“Over the last 2 years Devon has led the strategic development of our content marketing initiatives at T-Mobile for Business by delivering campaign, messaging/communication, content, social media, experiential, and influencer strategy. His work has resulted in stellar performance, exceeding brand KPIs and leading to substantial investments in content and programming at T-Mobile for Business. All of which was accomplished in collaboration with T-Mobile senior management and executive leadership. Perhaps most significantly, this work has led to over a quarter-million dollars in funds distributed to Black-owned small businesses, talent and experts, while keeping T-Mobile accountable in a time where social responsibility has become a standard for major corporations. Most recently, our strategic partnership has been essential to problem solving, quality control, and long-term planning. Devon’s expertise and leadership across various strategic disciplines provides the type of efficiency, consistency, and forward thinking needed for a well executed plan.”
Mica Zier, Sr. Marketing Manager | T-Mobile