Product Development

ROLE – Director, Wireless Marketing Operations (Product Marketing)

Project Summary

HTC OneS Roughriders Phone

Background

As the leading wireless service provider in Saskatchewan, SaskTel’s strategy is to aggressively compete to retain and grow its wireless customer base. Pursuing and delivering differentiated product and service offerings that support revenue and subscriber growth is central to this strategy.

Maximizing the strategic value of SaskTel’s partnerships through exclusive offerings is another key part of the strategy. The Saskatchewan Roughriders, with the strongest brand in Saskatchewan, was the perfect partner to work with.

Objectives

  1. Meet or exceed wireless subscriber key performance indicators.
  2. Drive sales of Rider content benefitting existing revenue-sharing.
  3. Lay the foundation for future revenue generating content development.

Strategies & Tactics

  • Develop a Saskatchewan Roughriders branded smartphone with exclusive features and content preloaded.
  • Partner with top-tier wireless device manufacturer with high-end device specifications.
  • Target launch in conjunction with start of 2012 season.
  • Aggressively promote using a variety of advertising mediums – Outdoor, Online, Social, Experiential, Radio and Print.

Leadership

Spearheaded campaign creation and served as Director Sponsor for campaign execution. Led and coordinated multiple agencies and internal departments.

Results

The HTC OneS Roughriders Phone was a key product in the equation in helping to maintain strong performance indicators in 2012 with in-year subscriber and revenue performance exceeding budget targets.