Who is Sprint?
Sprint is a 100% Quebec-based company with over a hundred convenience stores across the province.
Our mandate
To develop a concept that captures the essence of the Employee Value Proposition (EVP) of SPRINT convenience stores for various target audiences, both by strengthening current employees’ engagement with the company and attracting new candidates who fit the desired profile.
Exploration Stage
The exploratory process to develop the employer brand concept was based on a methodical and participatory approach. To achieve this, several information-gathering tools were implemented, including focus groups and surveys.
Feedback was further supplemented by employee surveys to gain a comprehensive view of the company as an employer.
Creation Stage
Incorporating cinematic effects into video production is far more than just an aesthetic touch; it’s a tangible value-add for advertising and a draw for aspiring talent. These effects go beyond merely delivering the message—they make it captivating and memorable. This approach also highlights the beauty of convenience stores that are at the heart of the community: reliable, modern, and friendly.
The slogan, “On a ça dans notre dep” (We’ve Got It in Our Store), embodies Sprint’s commitment to their teams by showcasing everything they offer in terms of benefits and work-life balance.
To crown the concept, real employees and actual artists were chosen for the campaign, thereby solidifying the company’s message that its staff is genuinely at the heart of its image.
In Sprint’s driving concept, relationships take center stage because they are the very essence of the company culture. After our shifts, we gather in the parking lot to share group activities, further strengthening the bonds that unite us.
Moreover, their commitment to diversity is deeply embedded in their identity as an employer. At Sprint, diversity is not just tolerated; it’s an integral part of our DNA, and they are proud to say so.
Launch Stage
The strategy included targeted digital advertising placements to maximize visibility, a video capsule, and exclusive promotional items for their staff, thereby reinforcing their commitment to the company.
It also extended to in-store displays, ensuring that their brand identity was clearly represented. Employee uniforms were redesigned to reflect the company’s new image. Additionally, a media plan will be deployed throughout the 2023-2024 period to enhance employer brand awareness across digital platforms, outdoor advertising, and partnerships with youth-oriented media outlets.
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